System Overview
Getting Started
New to CaliberMind - Start Here!
CaliberMind Home Page & Navigation
Home Page Navigation Redesign
How do I use CaliberMind's search functionality?
Company or Account Detail - Search Results
Campaign Detail - Search Results
Person Detail - Search Results
Opportunity Detail - Search Results
How Does CaliberMind Define a "Channel"?
What Is a CaliberMind Event or Event Table?
How to use Dashboards
Connectors / Integrations
CaliberMind Connectors - Start Here!
Adding Your First Connector
CaliberMind Connectors
How to Connect: Act-On
How To Connect: AdRoll / RollWorks
How to Connect: G2, Bombora, or 6sense
How to Connect: Google Ads [via FiveTran]
How To Connect: Google Analytics
How to Connect: Google Sheets
How To Connect: HubSpot
How to Connect: Klaviyo [via FiveTran]
How To Connect: LinkedIn Ads
How To Connect: Marketo
How To Connect: Microsoft Dynamics
How To Connect: Outreach
How to Connect: Pardot [via FiveTran]
How to Connect: Salesforce [via FiveTran]
How to Connect: Segment [via FiveTran]
How to Connect: Twitter [via FiveTran]
How to Connect: ZoomInfo / DiscoverOrg
How To Connect: Google Campaign Manager 360
Kickfire
Setting Up the LinkedIn Push Connector
Setting Up the Salesforce Push Connector
How to Connect: Slack
Power BI/ Tableau/ Looker Connectors Article
Connecting Your Data Warehouse to CaliberMind - Start Here!
Connecting Tableau to CaliberMind
CaliberMind Data Export to Google Cloud Storage
Ingesting CaliberMind Data Into Snowflake
Pushing CaliberMind Person Engagement Data to Salesforce
Integrations Appendix by Connector
SFTP Connector - Updated 2021
Replicating CaliberMind Attribution Data to Salesforce
How to Connect Facebook Ads
How To Connect: Google Search Ads 360
KickFire De-Anonymization in CaliberMind
Field History SFDC Limits (Salesforce)
SFTP Synced Files - Making a Data Change
Connections - Email Notifications
CaliberMind Data Access FAQs
Microsoft Bing Connector [via FiveTran]
Connector Health and Web Tracker Health reports
Connectors Status Page
In-App Notifications
CaliberMind IP Addresses for Whitelisting
Developer Guide
Developer Guide - Start Here!
CaliberMind Entity Relations and System Tables
What is Google BigQuery
CaliberMind Common Data Sources
CaliberMind Identity Levels
System Configuration
Configuring Funnels
How to Set Up and Configure Funnels
Funnel Stages Configuration and Stage Definitions
Funnels FAQs Technical Documentation
Funnel Company Inclusion Configuration
Event Explore for Funnels
Funnel History Event Configuration
Funnel Static Event Configuration
Funnel Person Inclusion Configuration
Funnel Person Status Exits
Object Manager: Campaign Member
How to See Your Object Manager History and Revert Back to Previous Versions
Setting Your Saved Filters for In-App Reporting
Setting Up UTM Mapping in CaliberMind
UTM Parameters Formatting and Best Practices
Standard Channel Logic
Channel Ranking Logic
Custom SQL Data Transformations
Add BigQuery Users within CaliberMind
Remove a BigQuery User within CaliberMind
Adding Custom Columns in Salesforce
How to Email CaliberMind Reports
Setting Up Account Trend Emails
How does CaliberMind normalize the raw data for use?
List Builder
List Builder - Start Here!
What are Lists?
Creating a List Using the List Builder - Step-by-Step Instructions
Use Case Videos - Creating a List Using the List Builder
Importing a List
Downloading a List - Step-by-Step Instructions
Account List Upload - File Requirements
People List Upload - File Requirements
Campaign List Upload - File Requirements
Creating an Account List From a Campaign
Creating Company Lists in List Builder
Creating Company Lists using SQL
How to create a list of all Opportunities that have a very low Engagement
Where is my Segments Menu?
Keyboard Shortcuts using SQL
Web Tracker Installation & Settings
Web Tracker and Installation Settings - Start Here!
Installing AnalyticsJS (CaliberMind snippet)
Two ways to identify prospects that submit a form containing email address using AnalyticsJS
Install AnalyticsJS on a HubSpot website
Using AnalyticsJS Identify on embedded Hubspot forms
Using AnalyticsJS Identify on embedded Marketo forms
Types of Analytics.js Calls
Analytics.JS Overview
Using Analytics.js to Track Web and Product Events
How Cookie Settings Affect the Analytics.JS Tracking Script
Google Tag Manager (GTM) Ad Blockers
Using AnalyticsJS with Drift
Using AnalyticsJS with Qualified
How to check your AnalyticsJS implementation
Identify users using Intercom Messenger
Flows
CaliberMind's Most Popular Flows | Automations
How to use QuickFlows
Flows Status Page
Merge records in Salesforce CRM
Add a Quick-Flow to Salesforce Campaign
Using ClearBit Flows
Setting Up Workflow - Lead Deduplication
ZoomInfo - Add-to/Enrich your database
Setting Up Workflow - Website Repair
Setting Up Workflow - Account Deduplication
Creating Sales Campaigns from Salesloft and Outreach Activities
Setting Up Workflow - Contact Deduplication
Campaigns
Campaigns - Start Here!
Custom Programs for Campaigns
Campaign-Program Membership
Custom Campaigns
Program Logic for Campaigns
Setting Up Answers
Setting Up Answers - Start Here!
Using CaliberMind Answers to Understand Campaign Performance
Using CaliberMind Answers to Understand Account Engagement
Using CaliberMind Answers to Understand Funnel Performance
Using CaliberMind Answers to Understand Funnel Impact
Using CaliberMind Answers to Understand Funnel Flow
User Administration & SSO
Administration and SSO - Start Here!
Single Sign On (SSO) Setup
Manage Users - Viewing, Inviting, Updating Users and Roles
User Authentication and Provisioning
CaliberMind Data Warehouse Access in Google BigQuery
CaliberMind Insights Dashboards
Working in Insights
CaliberMind Insights - Browser Requirements
CaliberMind Insights - Sharing Dashboards & User Permissions
CaliberMind Insights - Navigating to Insights/Dashboard
CaliberMind Insights - Using Dashboards
CaliberMind Insights - Dashboard Refresh Schedule
CaliberMind Insights - Application Concepts and Terminology
CaliberMind Insights - Filters & Aggregation Type
Building Dashboards - Insights
Attribution Dashboards - Insights
Insights - Attribution - Start Here!
Insights - Attribution Terminology and Key Concepts
Insights - Attribution Overview Dashboard 2.0
Engagement Dashboards - Insights
Insights - Engagement - Start Here!
Insights - Engagement - Dashboard Terminology & Key Concepts
Insights - Engagement Overview
Insights - Engagement - System Account Detail
Insights - Engagement - Person Detail
Build Insights Dashboards - Start Here!
Creating a Custom Pipeline Dashboard (VIDEO)
CaliberMind Insights - Creating Custom Dashboards
Build Your Own Insights Pipeline Dashboard
Building Formulas with Functions
Insights - ROAS Dashboard Use Cases
Creating and Editing a Widget Formula
Using Conditional Statements
How is CaliberMind ROAS Reporting Different than Insights ROI?
Insights - ROI - Start Here!
How to Create a Filter Bookmark
Create Date Range Filters - Step-by-Step
Creating Formulas Based on Criteria and Conditions (Filters)
Insights Data Connector Health Dashboard
Dashboard Function Reference
Introduction to Formulas - Start Here!
Insights Web Tracker Health Dashboard
Using Quick Functions
Insights - ROAS Terminology & Key Concepts
Insights Engagement Dashboard - Aggregation Dates
Filters
Object Mapping for Filters - Start Here!
Custom Configuration for Object Mapping
Object Mapping Filters
How to Map Your Salesforce Opportunity Revenue Field
Object Mapping: Create a Filter
Object Mapping: Create a Mapping
Object Mapping: Create a Replacement
Object Mapping: Create a Campaign Substitution
Filters Update for Creating Filter Sets
Filter Drawer Definitions
CaliberMind Sandbox
GDPR Compliance with CaliberMind
Data Dictionary
Attribution
Analytics
Attribution
Attribution Overview: Summary Tab
Attribution Overview: Comparisons Tab
Attribution Overview: Explore Tab
Attribution Overview: Opps Tab
Attribution Overview: People Tab
Attribution Overview: Events Tab
Campaign Types: Best Practices for Easy-to-Read Attribution
Virtual Campaigns in CaliberMind
Attribution - CaliberMind versus Embedded Attribution in Salesforce?
Removal effect with a Markov chain model
Attribution Reports Summary
Demand Generation
Data Integrity
Customer Success
Understanding Reports
CaliberMind Analytics Concepts
Overview of Analytics and Attribution
Filters and Hyperlinks
Using the Engagement Trending Report
Analytics Reporting: Salesforce Custom Column Filter Support
Using Tags to Organize Your Lists
Attribution Overview - Campaign Performance Table
Using Campaign Lists in Dashboards
Using Company Lists in Dashboards
CaliberMind Metrics Definition
Product Attribution Dashboard
Self-Hosting CaliberMind AnalyticsJS
ROI
Revolutionizing Marketing ROI: CaliberMind's Innovative New Approach
Return On Ad Spend Dashboards
Revenue Contribution Reports Summary
Channel ROI Overview
Creating and maintaining a custom advertising budget for ROAS
Best Practices for Tracking Return-on-Ad-Spend (ROAS)
Why Is CaliberMind ROAS or ROI Different Than My Ad Platform?
Campaign ROI Overview
Budget for ROI Channel Reporting
Attribution Models
Choosing the Right Attribution Model
Attribution Models: First-Touch
Attribution Models: W-Shaped
Attribution Models: Middle
Chain-Based Attribution Model
The A-Shaped Model
Ad Performance Report - Summary Tab
Ad Performance Report - Attribution Tab
Funnels
Funnels 101
Funnels - Start Here!
Marketing & Sales Funnel Foundations
What is a Marketing Funnel?
Sales Funnel Journey: Questions and Answers
Common Funnel Issues
Sales Funnel Glossary
Funnel Stage Definitions
Funnel Terms and Concepts
Sales Funnel Metrics
What is the difference between an Active Journey and a Journey?
In-App Funnels
Funnel Overview: Summary Tab
Funnel Overview: Progression Tab
Funnel Overview: Cohort Tab
Funnel Overview: Stage Analyzer Tab
Funnel Overview: Comparison Tab
Funnel Overview: Journeys Tab
Insights Funnels
Funnels Use Cases
What channels move journeys through a given stage?
How can I see the number of journeys in or passing through a funnel stage during a period of time?
What touches are influencing each step in the funnel?
How do I see the first event (or "tipping point") in each stage of my funnel?
Where are my customers stuck in journeys?
How do I know the last event that happened before a journey stage change?
How do I identify stage conversion rates?
Funnel Configuration - Insights
Funnel Trigger Events Dashboard
Insights Funnels Reports Explained
Funnel Trend Dashboard
What is a Starter Funnel?
Funnel Cohort Analysis Dashboard
Funnel Cohort Analysis Use Cases
Funnel Data Explore Dashboard
Introducing CaliberMind's Funnels
Funnels - Lead, Contact, Account, Opportunity Statuses and Stages
Pressure Event Dashboard 101
Demand Generation Funnel Dashboard
Engagement and ABM
Engagement Scoring
Model Configuration
Customize Engagement Scoring Models - Start Here!
Engagement Scoring Models Overview
How to Change Event Touch Scores
How to Add or Change Engagement Score Multipliers
Add or Change Engagement Score Filters
Create Multiple Engagement Score Models
Which touches and events are we scoring?
Sales Opportunity Data Model
Engagement Scoring Time Decay - How It Works & How to Change It
Custom Attribution Configuration - Custom Weighting
Using Engagement Score to Trigger an Update in Salesforce
Default ABM Scoring Logic
Recommended Weights for Engagement Scores
Engagement Reporting
Engagement: Summary Tab
Engagement Overview: Companies Tab
Engagement Overview: People Tab
Engagement Overview: Campaigns Tab
Engagement Overview: Explore Tab
Company Engagement AI Summary
Account-Based Marketing Reports
Linking to CaliberMind Reports in Salesforce
ABM Best Practices
Account-to-Lead (A2L) Matching
Lead-to-Account Matching (L2A)
Pushing CaliberMind ABM Scoring Fields to Salesforce.com
Slack AI Company Engagement Summary
3rd Party Intent Signals with Bombora
Tutorials and Use Cases
Digital Marketing Terminology
Customizing Report Visibility (Show/Hide)
How to Manage Your Offsite Events Using CaliberMind
How can I manage my BDR/SDR team activities with CaliberMind?
Combining Engagement Score with Attribution
Enabling the Sales Teams to see the Entire Buyers Journey
How Can I Identify High Risk Opportunities?
How does Sales leverage CaliberMind? Some key use cases.
Running a Sales/Pipeline Review with CaliberMind
How Is CaliberMind Different From My CRM Attribution?
CRM Campaign Member Status and Campaign Response Best Practices
How Do I Optimize Advertising Spend?
Campaign Best Practices Across Systems
How do I use CaliberMind to shorten our sales cycle?
Answering Business Questions Using CaliberMind Reports
Which of my leads are the most engaged?
How Do I Know If a Campaign Is Good or Bad?
How to Flatten Your Campaign Structure in Salesforce
Table of Contents
- All Categories
- Tutorials and Use Cases
- CRM Campaign Member Status and Campaign Response Best Practices
CRM Campaign Member Status and Campaign Response Best Practices
Any CRM administrator will tell you they have to walk a fine line between what the business needs for reporting purposes and how users want a system to work to make their jobs easier. It's also normal for the business requirements to evolve as a company matures, so that line is a moving target. It applies to all objects and end users touching the CRM; campaigns are no exception.
Whether marketers use CRM campaigns or just use their MAS, how they've decided to structure their CRM campaigns, and how careful they are about maintaining the data may seem inconsequential at first. The minute we start talking about attribution, a lack of structure can make reporting almost impossible. Attribution, funnels, engagement, and campaign responses are critically linked.
We must also balance reporting needs with what end users require to do their jobs well.
In order to get the campaign data structure "right," we need to discuss how the components of a campaign are linked to concepts like funnels, engagement, and attribution. Once your business understands how vital these components are to uncovering insights in their data later, we find that they're much more willing to go through the process of agreeing on data definitions.
This article encompasses campaign member status and response best practices. For more campaign best practices in your CRM, check out this KB article and an interview with our attribution onboarding expert.
Why Care About Campaign Member Statuses?
Campaigns help us track marketing efforts to further the brand. The campaign member object in your CRM is how we link campaigns to the person involved. Member statuses are meant to help us understand exactly what they did with the campaign.
How someone interacts with a campaign is so important because it helps us track a potential buyer's intent or engagement AND flags that information for sales.
Campaign Members help us understand what is eligible for "qualified lead" status or a meaningful moment demonstrating some intent to buy -- or, at the very least, a willingness to have a conversation. The Member Status helps sales understand exactly what they did with the campaign. A message from a salesperson should look different when we're targeting someone who registered for a webinar but failed to show up versus someone who attended and was highly engaged.
A lack of rigor around which statuses are used by campaign type can create confusion among marketers and salespeople. When we agree to consistently use the same statuses, the sales team has less to think through when they see a campaign engagement on a contact's record. It also helps the marketing team by giving them one less thing to worry about during campaign execution.
CRM Campaign Member Status Best Practices
We recommend sitting down with your department and discussing the possible interactions with prospects marketers would like to track. We also recommend investigating different apps on the AppExchange that allow marketers to automatically apply a list of statuses (and whether or not they are a response) to a campaign. These statuses are linked to the Type field.
For those of you looking for a starting point for your organization, the following is a list of common campaign types and descriptive member statuses that can help sales cater outreach. When we felt something needed more explanation, we added context that we would not include in our CRM field label between these symbols: <>.
Content Download:
- Form Fill
- Ungated <if you are able to de-anonymize traffic and track ungated assets>
Content Syndication:
- Form Fill
- Email Click
- Ungated
Demo Signup:
- Form Fill
- Chat Request
Direct Mail:
- Sent
- Received
- Not Received (Error)
Email:
- Sent
- Opened
- Clicked
- Bounced <you may want to differentiate between soft and hard bounces>
In-Person Event:
- Invited
- Registered
- Attended
- Registered - No Show
Paid Social:
- In-App Form Fill
Referral Program:
- Referral (verbal)
- Form Fill
Tradeshow:
- On List <on a purchased list from the organization hosting the event - these people have not interacted directly with your brand>
- Invited
- Booth Scan <also consider giving people a SWAG grab option on your scan tool if you're incentivizing visits from people who may not be in-market for your product>
- Meeting Set <if you have an inside sales motion you leverage for major events>
- Meeting Held
- Meeting Set - No Show
Webinar:
- Invited
- Registered
- Attended
- Registered - No Show
These options are meant to be used as a starting point. If you have advanced signals with, for example, your webinar, you can add statuses that help sales understand how engaged someone was during the webinar. We also recommend referring to our Campaign Best Practices article for more information on how we suggest grouping major initiatives or events.
Why Care About Campaign Responses?
As someone who has helped marketers report on the return of their marketing investments for many years, I would argue the campaign response is just as important, if not more so, than the Member Status. The Member Status has a lot of cross-functional utility. It communicates what someone did with the campaign so sales can respond appropriately. The Response checkbox helps the system understand whether the campaign interaction should be considered for qualification. The Response Date helps us understand where that interaction fell in a sequence of events.
For example, a Demo Request Form Fill is likely going to flag a person as qualified or interested in speaking with sales. The Response Date helps us understand if that Demo Request happened immediately before an opportunity was created or after the account was engaged in the selling cycle through another contact at the prospect account.
We also rely heavily on the Response indicator in attribution and engagement modeling. We assume that a Response is a meaningful interaction with your brand. If a marketer sets up statuses but forgets to check the Response box, member statuses may have a mixture of responses and non-responses. This makes reporting very confusing and may result in your sales team being unaware of some critical events!
Campaign Response Best Practices
We recommend limiting responses to an event that could signal someone is ready to talk to sales.
This seems like a cut-and-dry statement, but there are nuances. For example, some companies may only consider people who are highly engaged in a webinar and watched 75% or more to be engaged or a response. Other companies may consider a registration a response. Neither company is wrong.
The stage and needs of the company must drive your definition of a response.
Smaller organizations with less awareness and lead volume may consider a Registration a response because the person filling out the registration knows that sharing their data is inevitably going to lead to outreach from a salesperson. It's an expected outcome.
On the other hand, more mature organizations may know exactly who fits into their ideal customer profile and have the lead volume that warrants holding specific interactions back. If your company isn't at the tipping point where salespeople have more lead volume than they can adequately follow up with, we recommend the subset from above be considered responses:
Content Download:
- Form Fill
Demo Signup:
- Form Fill
- Chat Request
Direct Mail:
- Received
In-Person Event:
- Registered
- Attended
- Registered - No Show
Paid Social:
- In-App Form Fill
Referral Program:
- Referral (verbal)
- Form Fill
Tradeshow:
- Booth Scan
- Meeting Set
- Meeting Held
- Meeting Set - No Show
Webinar:
- Registered
- Attended
- Registered - No Show
We understand these statuses won't be ideal responses for all companies. Your team will need to talk through what makes sense from a business perspective as a response. What does your team think warrants follow-up from sales? You'll also want to speak with your sales team and get buy-in from management.
Getting sign-off on a definition of a response will reduce friction with sales!