If you don't have them connected, you can follow the instructions in Salesforce Help to make this connection (it's pretty easy, especially if you don't have many campaigns already in Account Engagement/Pardot). Instructions: https://help.salesforce.com/s/articleVi ... htm&type=5
You will see that the advantages of managing campaigns from Salesforce are significant:
New campaign object developments will be based on the Salesforce model
Have a 1:1 relationship between the campaign switzerland number for whatsapp in SF and in Account Engagement/Pardot
Manage campaigns in one place and use a clearer concept of campaign than Account Engagement/Pardot had (it was only like a repository of assigned elements and leads entered as first contact)
And being able to have a multi-contact analysis by campaign, as we mentioned in Account Engagement/Pardot is “First touch” and in SF you can also have “Last Touch Model”, “Even Distribution Model” or even create a custom one (not all licenses have these attribution models). This allows for a much more precise and in-depth analysis of where our ROI comes from.
Creating a campaign hierarchy
Marketing-sales information coordination
Infinite information on the influence of Account Engagement/Pardot campaigns on our contacts, leads, opportunities, organizations through lightning objects, reports, related lists, dashboards, etc.
In short, it will allow us to know where our profitability comes from and, in conclusion, where it is most profitable for us to carry out marketing actions.
Campaign typology (Types and Record Types)
We have already come to the conclusion that it is best for us to have the campaigns centralized in Salesforce, now comes the next step: is the generic or master Campaign object suitable for us?
You will see many versions of this, but, on the one hand, we recommend listening to Salesforce itself, which considers that we should not only maintain the Master and synchronize all campaigns with Account Engagement/Pardot, mentioning that Account Engagement/Pardot gives the option to select the record types you want to be synchronized, and in many companies, the sales team uses these campaigns for their own processes that may have little or nothing to do with Account Engagement/Pardot.
So, at the very least, it would be nice to have an additional record type dedicated to Account Engagement/Pardot to filter out that sync.
If you have more complexity in your campaigns, it is often also possible to create a record type for Parent campaigns and another for Child campaigns, and in some cases where campaigns are used very intensively or you want to customize that type of campaign a lot, a specific record type is created (for example, for webinars, which would also serve as a template to normalize data and processes). It is important to normalize campaigns in order to be able to draw reports and conclusions correctly later.