B2B Campaign Structure and Naming Convention

Overview

The campaign structure was revised based on feedback collected from B2B Growth teams over the past year. The previous structure and naming convention hindered the easy measurement of success. The new structure and naming convention aims to provide an easier way to measure the success of their campaigns from a holistic and granular view.

Benefits of the new structure:

1. More accurate campaign tracking.

2. Divorcing the middle campaign from assets.

3. Granularity in various form fills.
   (e.g. how many registrations did a partner drive for a webinar, how many form fills did the LinkedIn ads drive)

4. Easily identify how certain overall campaigns are doing.
   (e.g. How is the Home Health initiative going? How is Comp Eval going?)

Two-tiered structure:

1. Parent (Middle) Campaign: Asset Launch / Events / Nurtures

2. Child (Bottom) Campaign: Tact (Email, Social Post, etc.)

Differences in Campaigns

Parent Campaigns (Themes)
High-level products, services, and concepts you want to push out into the market.

Child campaigns (Tactics)
How the theme is put into the world.

Operational campaigns (or asset campaigns)
Assets or items that serve multiple themes.

Campaign Creation

Parent Campaign: Asset Launch / Events / Nurtures

• Created by anyone on team

• When created outside Marketing Ops or Digital, team members should have Marketing Ops check the final campaign for accuracy.

Child Campaign: Tactic (Email, Social Post, etc.)

• Marketing Ops and Digital will create all bottom campaigns.

• Partner marketing will create partner marketing-owned campaigns.

TO BE ADDED: Link to documentation on specifics on campaign creation.

Campaign Naming Conventions 

The key to the new structure is to create a consistent naming convention for your themes. By creating a consistent naming convention, you can more easily run reports based on the names of campaigns in campaign reports, opportunity reports, lead reports, etc.

1. If you wanted to see all the DG-specific campaigns, your filters would be
   Campaign Name contains: DG_ and contains TIC Post-COVID

2. If you wanted to search for the invites, your filter could be
   Campaign Name contains: Post-COVID-Invite

Campaigns in Action

Campaign Example - Impact: Culture

[EV] Multi_Impact Culture 24-03 REL

Tactics:

• [REL] DG_EM 24-02-15 Impact Culture Invite 1

• [REL] PM_EM 24-02-12 Impact Culture Invite 1

• [REL] CM_EM 24-02-12 Impact Culture Invite 1

• [REL] DG_EM 24-02-27 Impact Culture Invite 2

• [REL] PM_EM 24-02-23 Impact Culture Invite 2

• [REL] CM_EM 24-02-25 Impact Culture Invite 2

• [REL] Multi_SO 24-02-15 Impact Culture - LinkedIn

• [REL] Multi_PPC 24-02-15 Impact Culture - Search

• [REL] Multi_PPC 24-02-16 Impact Culture - Display

• [BCH] PM_RD HPSI 2024-02-27 Impact Culture

• [REL] CM_EM 24-03-28 Impact Culture Followup 1

• [REL] Multi WBN-OD 24-02-15 Impact Culture

For UTMs

GTM Codes

GTM Codes can be set either by a completion action or within a parameter on the URL. The field is text-based. Work with PMM to create your GTMs.

GTM Code Creation Best Practices:

• Use lowercase letters

• Do not use spaces. Use _ or - in place of a space.

Example of how a GTM Code what a GTM Code would look like for GRC Soft Launch

• GTM ID
  grc_cm-soft-launch

• In a URL
  https://info.relias.com/compliance-management?utm_soucre=pardot&utm_medium=email&utm_campaign=18-digit-sfdc-id&gtm_id=grc_cm-soft-launch

• As a completion action
  Please note:
  This example is in NOT in lowercase. Moving forward, please use lowercase to ensure consistency. However, SFDC filters are not case sensitive, so will pull in all items matching regardless of case. )
  
  

  Open

  

For Reporting

Using the naming convention will allow for reporting at various levels. In our example of Impact Culture, we can look at the following scenarios:

Specific Examples of Structure and Naming Conventions

Legend of Abbreviations

*Please note: Government is not currently a vertical on the campaign object. Only use GOV in the name of the campaign. For vertical, choose REL.