# Naming Conventions — SFAE / Salesforce Account Engagement
> Official source: **PDD - M2C - 001 Market to Lead** (v.0.19, Jun 2025) §7.1.3  
> Applies to all assets created in the Marketing Automation Tool (SFAE/Pardot).

---

## 1. General Object Naming Pattern

Every object follows this base pattern:

```
[Country/Dept]| [Campaign]-[ObjectType][Number][Variant]--[Language] | [Title & Objective] /v[Variant]:Description
```

**Full example:**
```
DE| C054-eC10A--en | Form Autoresponder with Voucher /vA:LongTexts
```

| Part | Example token | Description |
|---|---|---|
| **Country / Dept** | `DE|` | 2-digit ISO country code, or department code (see table below) |
| **Campaign** | `C054-` | Globally assigned campaign number |
| **Object type** | `eC` | 2-letter code for the asset type (see table below) |
| **Object number** | `10` | Sequential number of the object within the campaign |
| **Variant** | `A` | Object version: A, B, C, D, E, F |
| **Language** | `--en` | Language code (`--en`, `--de`, `--all`, etc.) |
| **Title & Objective** | `\| Form Autoresponder with Voucher` | Description of the asset's purpose |
| **Version / Variant note** | `/vA:LongTexts` | Plain-words differentiation of the version or variation |

---

## 2. Country and Department Codes

| Code | Meaning |
|---|---|
| `DE`, `ES`, `AU`, `CH`, `NL`… | 2-digit ISO country code |
| `DM` | Digital Marketing (global) |
| `GC` | Group Communications |

> The country/department code **always goes at the start** of the name. It is mandatory on all objects.

---

## 3. Object Type Codes

| Code | Object | Notes |
|---|---|---|
| `eC` | Email Content — Drag & Drop (Composable) | Modern email in SFAE, not Classic |
| `em` | Email Classic | Standard email in SFAE, not Composable |
| `k` | Custom Trackable Link / Redirect | Custom tracking redirect |
| `FP` | Form Page | Form page |
| `FH` | Form Handler | Form handler |
| `Ls` | List Static | Static list |
| `Ld` | List Dynamic | Dynamic list |
| `SR` | Segmentation Rules | Segmentation rules |
| `EP` | Engagement Program | Engagement program / journey |
| `AR` | Automation Rules | Automation rules |
| `DC` | Dynamic Content | Dynamic content |
| `R` | Report | Report |
| `Q` | Queue (Salesforce) | Assignment queue in Salesforce CRM |

---

## 4. Campaigns (Salesforce Campaign Record)

```
[Country ISO Code]| [Campaign Reference] - [Campaign Descriptive Name]
```

**Examples:**
```
AU| C45- BAU 2025 Trade Show Invitation
ES| C55 - Architect Category A
```

- Each campaign has a **unique reference number globally assigned** (tracked in a centralized spreadsheet).
- Users may adapt the name but must keep **at minimum the Country ISO Code at the start**.
- The **Parent Campaign** must be set to the one matching the user's country in the campaign hierarchy.

---

## 5. Forms & Form Handlers

```
[Country ISO Code]| [Campaign Reference]-[FP/FH][Number]--[Language] - [Description] ([Country]) ([languages])
```

**Examples:**
```
DE| C54-FH1--all - Registration in Landing Form to get Voucher (GERMANY) (en/de)
CH| C54-FH2--all - Registration in Landing Form to get Voucher (SWITZERLAND) (en/de)
```

**Form "Name" field in the SFAE form builder:**
```
[Region Code] | [Campaign Short Name] | Forms [Locale]
```
**Example:** `C18 | Skyra Promo | Forms CH-de`

---

## 6. Emails

### Drag & Drop (Composable)
```
[Country]| [Campaign]-eC[Number][Variant]--[Language] | [Description] /v[Variant]:Notes
```
**Example:** `DM| C54-eC10A--en | Form Autoresponder with Voucher /vA:LongTexts`

### Classic
```
[Country]| [Campaign]-em[Number][Variant]--[Language] | [Description] | [Date] ([Relative time]) | v[Variant]: Notes
```
**Example:** `DM| C54-em1C--en | Invite1 (AllMembers) | Tue-04/12/24 (T-1m1w) | vC: Figma JJ 3 images`

> **Relative date notation:** `T-1m1w` = event date "T" minus 1 month and 1 week.

---

## 7. Lists

```
[Country]| [Campaign]-[Ls/Ld][Number]--[Language] | [Description] [Static/Dynamic] [source]
```

**Examples:**
```
DM| C54-Ls1--all | Manually Invited by Sales Reps to BAU25 (DE&CH)(en/de) [Static] CRM
DM| C54-Ld5--all | Visited Official BAU site to register (DE,CH)(en/de)
DM| C54-Ld11--all | Registered in Landing from Rest of the World [dynamic]
```

---

## 8. Custom Trackable Links

```
[Country]| [Campaign]-k[Number]--[Language] | [Link description]
```

**Examples:**
```
DM| C54-k1--en | Link to BAU official Registration page in English
DM| C54-k1--de | Link to BAU official
DM| C54-k2--en | Link to Home landing (english)
```

---

## 9. Other Assets

| Asset | Pattern | Example |
|---|---|---|
| **Segmentation Rules** | `[Country]\| [Campaign]-SR[N]--[lang] \| [Description]` | `DM\| C54-SR1--all \| Invited to BAU25 from Member Status 1` |
| **Engagement Programs** | `[Country]\| [Campaign]-EP[N]–[lang] \| [Description]` | `DM\| C54-EP1–all \| Engagement Program for BAU2025 (7 emails)(en,de)` |
| **Automation Rules** | `[Country]\| [Campaign]-AR[NN]--[lang] \| [Description]` | `DM\| C54-AR02--all \| Add Static List Prospects to Campaign C54 with state 1 default` |
| **Reports** | `[Country]\| [Campaign]-R[NN]--[lang] \| [Description]` | `DM\| C54-R01--all \| BAU2025 - PreEvent Invitation and Registration` |
| **Queues** | `[Country]\| [Campaign]-Q[N] \| [Description]` | `DM\| C54-Q1 \| Queue to be notified of FH Submissions` |
| **Dynamic Content** | `[Country]\| [Campaign]-DC[N]--[lang] \| [Description]` | — |

---

## 10. Layout Templates

```
LT[F/P][#]-[pro/stg]| [FORM/PAGE] [Description] ([version])
```

| Part | Description |
|---|---|
| `LTF` | Layout Template for **Forms** |
| `LTP` | Layout Template for **Pages** |
| `#` | Unique sequential number |
| `pro` | Production version (live in forms) |
| `stg` | Staging/testing version; once mature, copied to `pro` with updated version details |

**Examples — Forms:**
```
LTF1-pro| FORM NewsL OneLine (v1 MPV)
LTF2-pro| FORM 1LANG (v2 Whitepapers DARK)
LTF4-pro| FORM MLANG (v1 -dd-icons-gmaps LIGHT)
LTF4-stg| FORM MLANG (v1 -dd-icons-gmaps LIGHT)
```

**Examples — Pages:**
```
LTP1-pro| PAGE Pref Center (v5)
LTP4-pro| PAGE SF login corporate (v1 landing Laia)
```

---

## 11. Tags

| Type | Pattern | Example |
|---|---|---|
| Campaign indicator (yearly) | `[CampaignNum]- [ShortName]` | `C54- BAU` |
| Campaign indicator with year | `[CampaignNum]- [Name][Year]` | `C54- BAU2025` |
| Persistent indicator for journeys | `[CampaignNum]-[StatusNum]- [Description]` | `C54-2- Invited-by-email-to-BAU` |

> The number in a journey tag corresponds to the equivalent **Campaign Member Status** number.

---

## 12. Campaign Member Status

```
[Number]/ [State description] (DEFAULT)
```

**Examples:**
```
1/ To send email invitation for Free ticket (DEFAULT)
2/ Invited-by-email-to-BAU
3/ Visited-BAU-Landing
```

**Standard global statuses:**

| Label | Description |
|---|---|
| `Planned` | Targeted but not yet contacted |
| `Sent` | A communication (email, invite) was sent |
| `Registered` | Registered for an event |
| `Attended` | Attended the event |
| `Did not Attend` | Registered but did not attend |
| `Converted` | Took the desired action (opportunity created, purchase, etc.) |
| `Invited by Sales` | Sales owner reached out directly |

---

## 13. Folder Structure

```
/[Region or BU] / [Campaign ID - Campaign Name]
```

**Examples:**
```
/DACH / c54- BAU
/South Europe / ES / c60- LinkedIn Lead Gen
```

**Global top-level folders:**
- Global Accounts Coordination
- Global Marketing
- Scanbalt
- South Europe
- UK & Benelux

> Important: capture the **folder ID** (e.g. `#22575`) for the Figma → SFAE plugin.

---

## 14. Form Field Conventions

### Field flags in the form builder

| Flag | Meaning |
|---|---|
| `(r)` | Required — field must be filled before submission |
| `(a)` | Autoresponder — value is included in the confirmation email |

### Custom Field prefixes

| Prefix | Category | Behaviour |
|---|---|---|
| `TRA_` | Tracking | Hidden field, auto-populated by JS or URL parameters |
| `QUA_` | Qualification | Qualification data visible to the prospect |
| `QUA_AI_` | AI Enrichment | Hidden, auto-enriched (e.g. Clearbit / 6sense) |
| `QUA_H_` | Hidden Qualification | Hidden, captures form URL / touchpoint data |
| `QUA_TRA_` | Qualification + Tracking | Visible to the prospect AND used in routing/tracking |