Campaigns help you track different types of marketing initiatives and their performance. However, how marketing campaigns are defined will differ from organization to organization.
The tools marketers use can dictate how they think about campaigns. So, understanding how campaigns work in different tools will help you establish a definition for your organization that can guide your marketing strategy.
Here’s the difference between HubSpot and Salesforce campaigns:
HubSpot campaigns allow you to group related assets so you can better report on them. Each of these campaigns should be centered around an activity you want prospects to do, such as downloading a PCO or booking a meeting, and the individual assets will be the content that guides prospects toward taking that action.
For example, if you have a campaign for an e-book, associated assets could include related blog posts, social media promotional posts, promotional emails, CTAs for that e-book and its landing page. The goal of that campaign would be to get leads to fill out a form in exchange for the e-book, and all of those assets would guide users toward the landing page and form.
Anyone who interacts with any assets linked to a campaign will then be automatically associated with that campaign in HubSpot, and you can manually associate contacts too if the engagement occurred offline. This association enables you to report on the impact of that campaign. For example, you can see how many total contacts the campaign influenced, how many new contacts it converted, how many closed-won deals it influenced and how much revenue can be attributed to it.
You can also see performance analytics broken down by content type within a campaign, so you can see the engagement linked social media posts have gotten or how many first-touches related blogs had in comparison to landing pages.
That information is all available on a single campaign dashboard.
Salesforce campaigns are an object that you can associate leads and contacts with for reporting purposes. You can associate contacts manually by updating a property on individual contact records or by uploading a list. You could also automate aspects of that process using process automation in Salesforce.
Because the process of associating contacts with campaigns isn’t automatic, Salesforce campaigns typically work best for outbound campaigns where much of the actions happen offline. For example, you might use Salesforce campaigns to track events, calling campaigns or direct mail.
While it is possible to use Salesforce campaigns for inbound strategies too, doing so can require a lot of manual work that can be very tedious. You’d need to have unique UTM parameters for every asset and promotional channel. For example, one webpage might need five unique links to indicate if the contact arrived through Facebook, Twitter, LinkedIn, an email or a CTA. On top of that, you’d need workflows within your marketing automation platform to associate contacts with campaigns.
Salesforce campaigns allow you to report on the revenue, opportunities and deals generated from the contacts and leads associated with them. Additionally, you can set start and end dates and budgets. Because you can track both the budget and the revenue generated for Salesforce campaigns, you can easily calculate ROI.
Salesforce campaigns also allow you to create hierarchies, so you can have a parent campaign and child campaigns. For example, if there’s an annual event you participate in each year, the event itself could be an overarching campaign, and within that, you could have smaller campaigns for each year’s event. This enables you to analyze those campaigns at an aggregate level and individually.
HubSpot campaigns are much better for tracking inbound efforts, and Salesforce campaigns have features that make them the better option for outbound tactics. If you use both tools, you can also use both types of campaigns.
Some data from Salesforce campaigns can sync to HubSpot, so you can see on a HubSpot contact record whether or not a contact is associated with Salesforce campaigns. While you can’t sync HubSpot campaigns with Salesforce, you can use HubSpot workflows to associate contacts with Salesforce campaigns. So, if people are registering for an event through a HubSpot landing page, for example, you could associate them with the event campaign in both platforms using HubSpot.
Guido is Head of Product and Growth Strategy for New Breed. He specializes in running in-depth demand generation programs internally while assisting account managers in running them for our clients.