It's no surprise that a new report from Certain and Heinz Marketing shows that fewer than 20% of companies can tie event revenue back to their event budgets. Event management and tracking is a common challenge due to the combination of online and offline elements.

Although common drivers for marketing automation adoption include productivity improvements, nurturing capabilities and cross-channel campaign management, improved insight and reporting is equally as important. 

For users of marketing automation solutions such as Pardot, our guide to managing events is a fantastic place to start in terms of event process. 

Beyond this, Pardot Campaigns can be used to track the first touchpoint a prospect has had with your brand. Particularly useful for events such as trade shows, Pardot Campaigns show which initiatives are successful in attracting a high number of new prospects by providing first-touch attribution modelling.

On the other hand, using Salesforce campaigns provides more flexibility in going beyond the first touchpoint with a prospect, as a prospect can be associated to multiple Salesforce campaigns. A primary campaign can be selected for an opportunity, and there is also the capability to use campaign influence reporting to get insights into how multiple campaigns have influenced a single opportunity. But this does not need to be a manual or time-consuming process because prospects can be added to Salesforce campaigns by Pardot. Overall, Salesforce campaigns provide robust capabilities for multi-touch attribution modelling.

For further reading, look no further than our blog post on Salesforce & Pardot campaigns.