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Absolute Security's Standardized Campaign Naming Convention

Streamlining campaign identification and tracking across Marketo and Salesforce.

The New Campaign Naming Syntax

The core of the new convention is a structured format composed of distinct elements, ensuring every campaign name is informative and consistently organized.

Format:

Fiscal Year
–
Fiscal Quarter
–
Region
–
Product Interest
–
Campaign Type
–
Department
–
Campaign Name

Campaign Naming Convention Builder

Use the selections below to build your standardized campaign name. The final name will appear at the bottom.

Fiscal Year
Fiscal Quarter
Geographic Region (Multiple Select)
Product Interest (Mandatory - Multiple Select)
Campaign Type
Department (Multiple Select)
Partner & Channel Sub-Variants (Optional, Multiple Select)
Other Sub-Variants

Conditional sub-variants based on selections:

For Workshops (WS & VW)
For Online Advertising (OA)
For Web Content (WC) & Video (VD)
For Customer (CX) Emails
Brief Campaign Title

Final Campaign Name:

Select options above to generate name...

Critical Constraint:

80

Maximum characters for campaign names to ensure readability and usability in reports.

Character count: 0/80

Why Standardize?

Inconsistent campaign naming can lead to difficulties in identifying campaigns, tracking their performance accurately, and generating reliable reports. This makes cross-system analysis between Marketo and Salesforce challenging.

The new standardized naming convention addresses these issues by providing a clear, consistent, and governed structure for all campaign names.

Component Definitions

Each part of the naming syntax has a specific meaning and set of allowed values. Understanding these components is key to correctly applying the convention.

Fiscal Year & Quarter

Our Fiscal Year (FY) begins on July 1st and ends on June 30th.

Q1 - July-September

Q2 - October-December

Q3 - January-March

Q4 - April-June

Department Abbreviations

Department Abbreviation Notes / Sub-codes
Content MarketingCM-
Corporate MarketingCP-
CustomerCX-
FieldFM-
GrowthGW-
InternationalINTL-
OtherOTHR-
Partner & Channel PTNR Partner Event: PTNR-EV
Partner Provided (Source Vendor = Partner Account Mapping): PTNR-PAM
Partner Provided (Source Vendor = Partner Account Mapping) and includes Incentive: PTNR-PAM-INCV
Partner Provided (Reseller): PTNR-RSL
    - Reseller is MSP (Source Vendor field): PTNR-MSP
    - Reseller is OEM: PTNR-OEM
    - Reseller is Carrier: PTNR-CAR
    - Reseller is Value Added Reseller: PTNR-VAR
    - Reseller is Distributor: PTNR-DIS
If Partner Name is needed, please include in the Brief Campaign Title
Product MarketingPM-
Sales MarketingSM-

Campaign Type Abbreviations

Campaign Type Abbreviation Campaign Type Abbreviation
Book a MeetingBMPartner (use for Partner Account Mapping)PTNR
Contact AcquisitionCAProduct LaunchPL
Content SyndicationCSProduct TourPT
Deal RegistrationDRQualified AI EmailAIEM
Direct MailDMTradeshowTS
EmailEMVideoVD
Email NurtureNUVirtual EventVE
Evaluation or TrialTRVirtual SummitVS
Field Event (now applies to Partner Event)FEVirtual WorkshopVW
Lead GenerationLGWeb ChatCH
List UploadLUWeb ContentWC
Online AdvertisingOAWebinarWB
Parent/OtherPOWorkshopWS

Geographic Region Abbreviations

These can be used within the Campaign Name or as additional descriptors.

  • Africa: AF
  • Asia Pacific: APAC
  • Europe: EMEA
  • Global: GBL
  • India: INDA
  • Latin America: LATAM
  • Middle East: ME
  • North America: NAM

Putting It All Together: Examples

1. Tradeshow Campaign (North America)

FY26-Q4-NAM-SE-TS-GW-This-Is-a-Test-Campaign

2. Email Campaign (EMEA)

FY26-Q4-EMEA-SE-SA-EM-INTL-This-Is-a-Test-Campaign

3. Partner Event (via Field Event + PTNR Dept)

FY26-Q4-NAM-SE-FE-PTNR-EV-RSL-OEM-This-Is-a-Test-Campaign

Key Implementation Guidelines

To ensure the success of this standardization, please adhere to the following guidelines:

  • Consistency is Key: Maintain this naming convention strictly across both Marketo and Salesforce. This is crucial for accurate cross-system tracking and reporting.
  • Character Limit: Campaign names must not exceed 80 characters. This ensures readability and prevents truncation in reports and system views. Plan your `Campaign Name` component carefully to fit within this limit.
  • Use Approved Abbreviations: Only use the officially listed abbreviations for Departments, Campaign Types, and Geographic Regions. Avoid creating custom abbreviations.

How to Use the Unified List Upload Template

You can access the Unified Universal List Upload Template here.

  1. After providing the name of your campaign, please select a Campaign Type from the drop down.
  2. Depending on what Campaign Type is selected, a set of statuses will appear in the Campaign Status drop down that is associated only with that Campaign Type. This will help avoid confusion as to not arbitrarily select a Campaign Status that does not correspond to a Campaign Type. For example, if Webinar is selected, the Campaign Status of Requested Meeting will not be available.
  3. Take note of the other available drop downs within the template/video.
  4. The State drop down is only intended for Canada and the United States.
  5. General reminder: If choosing to ignore natural Lead Routing and a Lead Owner is provided in the template, then Lead Owner Override will need to be marked as True. This allows us to bypass natural routing.
  6. The columns highlighted in Green are required or have a drop down mechanism.
  7. The columns highlighted in Purple are for Channel & Partner use only.

Custom Section 1

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Custom Section 2

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Custom Section 3

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Custom Section 5

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Custom Section 6

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