Accounts as Campaign Members

What:

In Salesforce there is the ability to add Accounts as Campaign Members. Up until now, Full Circle Attribution did not consider these campaign members in attribution calculations. As of this release, customers that use Accounts as Campaign Members will be able to include these campaign members in Full Circle Attribution calculations.

Where:

You will be able to enable this new option in the Attribution Model Configuration. Note that you have to have Account Campaign Members enabled in Salesforce to see and enable the option.

Why:

There are a few reasons why organizations may want to use Accounts as Campaign Members.

1. The decision maker is unknown: If you have engaged with several different contacts from the same account (e.g. at an event), it may be unclear who the decision maker is. With Accounts as Campaign members, you could send email to all contacts on an account without selecting each individual contact.
2. Protection if decision maker leaves: Accounts as Campaign Members can minimize the disruption of losing a decision maker by ensuring that you don't lose contact in your marketing efforts. This can prevent you from missing out on potential opportunities.

If you are using Account Campaign Members, you may want to get a complete picture of your campaign attribution to include the campaigns associated to accounts and not just people. You would do this by enabling Attribution for Account Campaign Members in your model settings.

Key considerations

• To see and enable in the Attribution Model settings, your org must have Account Campaign Members enabled in Salesforce.
• Account Campaign Members are not part of Funnel Metrics, only Campaign Attribution. So they are not treated as Responses by Funnel Metrics, and no Response Date is set upon creation.
• The Account Response Date is not populated by default either. However, if it is set then Campaign Attribution will respect it.
• Sync from the Lead / Contact --> Response is not functional (since Account Campaign Members aren't treated as responses by Funnel Metrics). However, the Campaign Influence Detail Field Synchronization is functional (since Account Campaign Members do work with Campaign Attribution).
• An Account Campaign Member weighting must be specified in the model settings to get attribution calculations for these campaign members.
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