MarketingPro

The metrics in ServiceTitan’s Marketing Pro can be confusing for all users, new and seasoned. In this post, I’m going to explain what the attributed numbers mean and answer some of the most common questions about attribution.

Understanding Direct Analytics

The most common marketing campaign analytics are direct numbers. Most marketers will tell you it takes seven touchpoints to convert a customer. ServiceTitan uses a last touch approach to report direct analytics on campaigns. That means that direct figures are only a reflection of that last touchpoint – the one that made the customer call and book the job.

Direct figures reflect the revenue, jobs, and calls directly associated with your campaign. Only the jobs and calls marked by CSRs with this campaign will be shown as Revenue, Jobs, and Calls for the campaign.

What is Attributed Data?

The last touchpoint is important, but there is definitely value in every touchpoint leading up to the conversion, but quantifying that value is very difficult – until now. With ServiceTitan Marketing Pro, you can track performance metrics that are attributed to your campaign. Even though your email may not have been the last touchpoint, it’s a logical assumption that the email may have influenced the customer’s behavior.

Attributed Revenue is any revenue connected to any Customers who received your campaign, even if the Campaign selected on the Job is not the campaign in question.

Attributed Jobs are any jobs booked connected to any Customers who received your campaign, even if the Campaign selected on the Job is not the campaign in question.

Attributed Calls are any calls connected to any Customers who received your campaign , even if the Campaign selected on the Job is not the campaign in question.

Frequently Asked Questions about Attributed Marketing Analytics in ServiceTitan

What timeframe does attributed revenue use? MarketingPro sums all attributed completed revenue within the set attribution window (you can change this in your Settings). If your attributed revenue seems low, it could be that the jobs associated with your campaign haven’t completed yet.

My attributed revenue numbers are gigantic – what’s happening? Campaigns that go to “all customers” or other broad groups will likely have unbelievable attribution numbers!

I sent out an email yesterday for Valentine’s Day. There was no offer, no tracking phone number, just a Valentine graphic which linked back to our website. I have 7 calls attributed to the campaign. How can this be? ServiceTitan Marketing Pro tracks attributed calls even if you don’t have a call to action (CTA). Every email is considered part of the customer journey.

My Campaign Summary Report shows an extremely large aggerated sum of attributed revenue. Does this seem right? Attributed revenue is best looked at on the individual campaign level. If a customer receives multiple campaigns, their revenue will appear as attributed on multiple campaigns. By summing up the attributed revenue, we can inadvertently “double dip” in this way.

I stopped a campaign but it’s still showing attributed revenue. What’s going on? The campaign is still a part of the customer journey, even if it was days or weeks ago. If it seems like the email was too long ago to make a difference (it’s mid-March and you’re seeing attributed revenue from an email in mid-December) it may be time to review your attribution settings and tighten up the attribution window. I recommend 4 weeks.

Marketing Pro Support

Still need help on reporting and analytics? We got you! Outsource your Marketing Pro work to the team at Powerhouse Consulting Group – a ServiceTitan Certified Marketer! We specialize in the Marketing Pro platform. Our team has built some of the most successful campaigns in the ServiceTitan network, and we can bring our knowledge and expertise to your team too. That way, you can get back to doing what you do best. Schedule a free discovery call now – no strings attached!

Pam Duffy

Chief Operating Officer
Powerhouse Consulting Group

Pam is based in Dallas, TX and has over 10 years of experience in the industry. She is a mechanical engineer – and she leverages this technical background to consult with businesses on operations, automation, and marketing.

There’s no question that the ServiceTitan Marketing Pro add-on can be a huge revenue-driver for your business. Here at PCG, we’ve built hundreds of campaigns and sent hundreds of thousands of email campaigns from Marketing Pro, so we’ve seen the results ourselves.

ServiceTitan users ask us all the time which are the most effective campaigns, so we built out this blog as a quick cheat sheet.

Start Here: What Makes a Successful Campaign?

You can build all the emails you want, but to achieve success you must first define it.

There are many marketing metrics like open rate, click rate, and in Marketing Pro you can track direct and attributed revenue. Still, these data points may not be what your business is really driving toward.

Here are some examples of campaign success key performance indicators (KPIs):

• Book 20 maintenance jobs before end of month
• Improve conversion rate by 10% for sales estimates
• Sell 15 air purifiers
• Fill Saturday’s schedule
• Increase membership renewal rate (year one to year two renewals)
• Provide a world-class customer experience

Marketing Pro campaigns are most successful when there is a single message and one clear Call-To-Action (CTA).

Top 10 Campaigns

Without further ado, here are the top 10 campaigns listed in the order of which we suggest you build them.

1. Thank You (Automated) – Simple post-service email thanking the customer for their business. This is a “customer nurturing” campaign that drives loyalty amongst both new and existing customers. We suggest no call-to-action in this campaign – just a simple thank you. Power up: After you have a simple one-email drip going for a few months, consider leveling up by personalizing the email – segmenting by service or by the person who provided the service.
2. Expiring Memberships (Automated) – Although we recommend you set up your customers on recurring billing for memberships, you may still be doing outbound calls for renewal. Why not prompt the customer to call you for renewal? A simple version of this campaign would have two or three drips, starting about 2 weeks before expiration. Power up: Add a second, pre-expiration campaign only for members that have a service visit remaining. They’ll likely call to schedule that service, and your team can make the renewal pitch in-person.
3. Unsold Estimates (Automated) – This is by far the biggest revenue driver for our clients, but we’ve listed it third in our list. Why? It’s essential to target this email to the exact right customer at the exact right time. Precision is required for this campaign, and the first two emails in our list are good primers for you and your team to get comfortable with automated campaigns. Again, we recommend a single campaign with a three-email drip for this one to start. Power up: Segment these emails out by the selling technician, so that the emails appear to come “from” the salesperson, contain the sales person’s headshot, and replies go directly to the sales person.
4. Preventative Maintenance (One Time) – Unless you feel 100% confident in the use of memberships and recurring services, we recommend setting up a one-time preventative maintenance campaign for member tune ups. This way, you can send the campaign when your dispatch board is looking empty, and avoid automated emails going out when you’re slammed. Power up: Create customized templates based on the season and for members/non-members.
5. Welcome New Member (Automated) – Improve the overall customer experience by creating a welcome new member campaign. We recommend a three-or-more email drip. The first email should review membership benefits. Consider creating a members-only “hotline” call tracking number for use in this campaign. Other email drips in this campaign can be education focused content, like links to your blog or product spotlights. Keep in mind that members will receive these emails in addition to maintenance reminders, so don’t go too crazy with those drips! Power up: Segment emails by your different membership types for ultimate personalization.
6. Idle Accounts (Automated) – For customers you haven’t heard from in over two years, consider an automated campaign that’s flush with offers to bring back their business. Remember that automated campaigns need to have season-neutral content, so focus on “tune up” rather than “winter tune up”. We recommend spacing drips by 1-2 months so as not to email idle accounts too frequently. Power up: create different idle account campaigns based on the types of services this customer received from your business previously. Also, make sure to refresh the content in this campaign regularly!
7. Happy Birthday (Automated) – With MarketingPro, it’s easy to send customers a message annually on the date their equipment was installed. You can pair this email with a message about the importance of maintenance, and even provide a birthday discount! Power up: create campaigns for 2nd birthday, 3rd birthday, and so on to make it even more personalized!
8. Seasonal Happenings (One-Time) – Whether your area is prone to heat waves, cold snaps, wildfires, or allergies, it’s helpful to have a campaign built and waiting for you to hit “send”. Power up: it can be helpful to keep an eye on the weather and send these emails before they become topical. For example, “A Deep Freeze is Coming!” is more effective than “The Deep Freeze is Here”
9. Open Balance (Automated) – Yep, it’s true! Use MarketingPro to follow up with customers with an open balance. An important note: make sure you are following all government regulations related to debt collection such as the rules laid out by the Consumer Financial Protection Bureau. Consider using a Customer Tag as a double-check that they should be receiving the email. Power up: use the Marketing Behaviors audience segmentation to send custom follow up emails depending on whether or not they opened the first email in the campaign.
10. Holiday Emails (One Time) – Set up all your holiday emails for the year at any time! Holidays are just another opportunity for your company’s name to be in front of a customer – even if they don’t open the email. We recommend simple holiday messaging or if your team is up for it, a fun holiday photo. Power up: Create multiple audiences for these campaigns, segmenting based on membership status or whether or not the customer had business with you in the last year.

Marketing Pro Support

No time to build campaigns? Not sure about audiences? We got you! Outsource building your Marketing Pro campaigns to the team at Powerhouse Consulting Group. We specialize in the Marketing Pro platform and we’re a ServiceTitan Certified Provider. Our team has built some of the most successful campaigns in the ServiceTitan network, and we can bring our knowledge and expertise to your team too. That way, you can get back to doing what you do best. Schedule a free discovery call now – no strings attached!

ServiceTitan’s Marketing Pro is ultra-powerful, and although you can send yourself a test email when building campaigns, you might sometimes like to receive the emails in real-time with customers. There’s a solution for that!

Simply add yourself as a customer to your ServiceTitan account, add a unique tag to your customer profile, then add this tag as an inclusion group on your campaign.

You can follow along in my video, or read through the step-by-step instructions below.

Watch: How to Add Yourself to A ServiceTitan Campaign

Step by Step Instructions

1. Create the Tag – Head to Settings > Tag Types and add a tag that you will only use once – for yourself! I like to add this special character at the beginning of the tag name () which will push the tag name to the end of the list.
2. Create Your Customer Profile – Input your test information into ServiceTitan as a customer.
3. Apply the Tag to your Customer Profile – Add the tag you just created to the customer profile you want campaigns sent to.
4. Add The Customer Test Tag as a Standalone Inclusion Group for your Audiences – Finally, in MarketingPro go in and edit your Audience for the campaign you want to send. In the Include section, click the plus sign to add a new inclusion group. Then under the Customer accordion, look for Customer Tag and find your test tag. If you’re having trouble finding it, look under Location Tag as well.
5. Double Check – After adding this inclusion, check to see that the customer profile you created did in fact load in as an audience member

Pro Tips for Using a Test Inclusion

Another way to use this same approach would be to use a group or alias email instead of your personal email address. For example, if you have an office@ , customerservice@ , or answering@ email address that sends to multiple people, you can use that email address instead to make groups of people aware of the campaign. That saves you the time and effort of setting each person up one-by-one with their own customer profile.

Remember – if you’re using lots of exclusions, be sure not to exclude yourself from the campaign! For example, if you are excluding certain zip codes, or excluding anyone without service in the last 10 years, you might inadvertently exclude yourself.

Need Help with Marketing Pro?

If you find you’re spending way too much time trying to figure out ServiceTitan’s Marketing Pro, building audiences, and sending campaigns – consider outsourcing it! Our team at Powerhouse Consulting Group specializes in the MarketingPro platform. We have built some of the most successful campaigns in the ServiceTitan network, and we can bring those best practices to your team too. Schedule a free discovery call now – no strings attached!