Streamlining the Campaign Object: Key Updates Coming January 22
- Chrissey Trainello
Release Date: January 22, 2025
This update will be released by Revenue Technologies.
Overview of Changes
We are introducing a new structure for campaign types, subtypes, and statuses to improve campaign classification, engagement tracking, and success measurement. These updates will enhance performance analysis and reporting capabilities.
Key Updates
Standardized Campaign Types and Subtypes:
We have updated the Campaign Object to include Types (e.g., Webinar, Email, Paid Media) and Subtypes (e.g., Live, Nurture, Trigger) to ensure consistent categorization across all campaigns. This effort has helped us remove outdated Types, making the Campaign Object more streamlined and effective.
Each Subtype is dependent on the Type.
Defined Statuses and Hierarchies
We have updated campaign statuses to better reflect audience engagement and align with our activities.
Statuses are categorized as either:
Responded (R): Indicates meaningful engagement, e.g., "Attended."
Non-Responded (NR): Tracks actions that do not indicate a qualified response, e.g., "No Show."
Each status hierarchy ensures important actions are preserved without being overwritten.
For example, if someone filled out a form associated with an email, that status will not get overwritten if the person goes back to open the email.
Scalable and Flexible Structure
This framework simplifies adding new campaign types, subtypes, and statuses as we grow and test new strategies.
Simplified, consistent structure ensures scalability without additional complexity.
Backend Automation and Operational Clarity
A clear status hierarchy by campaign type/subtype enhances backend automation and improves data clarity for better engagement insights.
Goals of the Update
Improved Campaign Reporting:
Provides clearer insights into campaign effectiveness by aligning all campaigns under a consistent structure.
Enables more accurate reporting for engagement, ROI, and lead qualification.
Enhanced Attribution Capabilities:
Clearly defined "Responded" statuses support will improve out Campaign Influence reports so they are much more valuable to our teams.
Campaign Types and Subtypes, Statuses, Scoring
Below outlines the updates noted above. The order of the statuses in the column reflects the established hierarchy ordered so the top status is the most important and the last is the least.
Webinar | |||
Live, On Demand, Demonar | |||
Status | Description | Responded (R) | Scoring |
Attended | Anyone who registered and attended live. | Yes (R) | 15 - Thought Leadership |
Attended On Demand | Anyone who registered and attended on demand but did not attend live. | Yes (R) | 5 - Thought Leadership |
No Show | Anyone who registered and did not attended live or on demand. | No (NR) | None |
Registered | Anyone who registers for the webinar. | Yes (R) | 20 - Thought Leadership |
List Email, Newsletter, Nurture, Trigger | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form from an email. | Yes (R) | 20 - Thought Leadership |
Email Link Clicked | Anyone who clicks a link in an email. | No (NR) | 1 - All Clicks |
Email Opened | Anyone who opens an email. | No (NR) | None |
Event | |||
Tradeshow, Ancillary Event, Customer Event, Booth in Box, Virtual Event, High Touch, Prebooked Meeting | |||
Status | Description | Responded (R) | Scoring |
Requested Demo (Hot) | Hot Lead from a show or someone who did a hand raising activity, per stakeholder feedback. | Yes (R) | Auto-MQL |
Engaged (Warm) | Anyone who is labeled as a warm lead from the show or event. | Yes (R) | 50 |
Visited Booth (Cold/Trick or Treater) | Anyone who is labeled as a cold lead from the show or event. | No (NR) | 4 |
Attended | Anyone who attended the tradeshow, virtual event, or ancillary event and is not engaged with the above activities. | No (NR) | 1 |
No Show | Anyone who was registered for the show, but did not engage with any of the above activities. | No (NR) | None |
Registered | Anyone who registered for an event or show. | No (NR) | 1 |
Invited | Anyone who was invited to the show, event, but did not engage in any of the above activities. | No (NR) | None |
Paid Media | |||
Paid Ad, Paid Email | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form from the ad or email. | Yes (R) | 20 - Thought Leadership |
Redirect Link Clicked | Anyone who clicks a redirect link in the paid email. | No (NR) | 1 |
| |||
Paid Webinar, Paid Demonar | |||
Status | Description | Responded (R) | Scoring |
Attended | Anyone who is listed as Attended from a paid weinbar/demonar. | Yes (R) | 30 - Thought Leadership |
Registered | Anyone who is listed as Registered from a paid weinbar/demonar. | No (NR) | 15 - Thought Leadership |
Digital Marketing | |||
Display, Search | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out the form from the promotion. | Yes (R) | 20 - Thought Leadership |
Social Media | |||
Organic Social, Paid Social | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out the form from the promotion. | Yes (R) | 20 - Thought Leadership |
Website | |||
Status | Description | Responded (R) | Scoring |
Form Fill | Anyone who fills out a form on the website. | Yes (R) | 20 - Thought Leadership |
Timeline
Now–January 21: Internal review and training.
January 22: New structure goes live.