Post on 04-Jul-2015
description
Campaigns
Your Marketing Chocolate is in my Salesforce Peanut Butter
Who is Bracket Labs?
‣ About Us- Boulder, CO startup focused on building
awesome apps- Deep experience with salesforce.com
(10+ years) and social web
‣ Key AppExchange Facts- Salesforce Partner since 2010- One app currently listed, 2nd imminent- Key customers: Ariba, SunGard, Kelly
Services and AdAstra (Overland Park)- AppQuest 2010 & 2011 semifinalist
TOP 5 TIPS
What are Campaigns?
Email Social Media SEM CallSnail Mail
What are Campaigns?
Email announcement to prospects
Live conference
tweeting #hashtag
Speaking engagement
Tradeshow
Networking Reception
Thank You Email
Google Adwords
promoting event
What are Campaigns?
Website overhaul
Social conversation
Press releases Commercials
Speaking engagements
Brand awareness
What does Salesforce say?
“A marketing tactic (or series of tactics) that are designed to achieve specific goals such as increased revenue, leads, adoption, etc.”
Our twist on a “Salesforce” Campaign
“A marketing tactic or theme designed to achieve specific goals that offer benefit by being tracked and measured using Salesforce”
So what are Campaigns not good for?
Scheduling and calendaring of campaigns
1. Planning
Complex multi-triggering events2. Automation
Complex multi-triggering events
Free marketing extensions
Mass email made easy
Tracking of pre-production or follow-up activities
3. Project Management
5 tips for getting the most from Campaigns
1. Simplify your naming convention!
StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo
ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd
1. Simplify your naming convention!
StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo
ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd
Custom Fields
1. Simplify your naming convention!
StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo
ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd
Standard Fields
1. Simplify your naming convention!
StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo
ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd
Standard Description
1. Simplify your naming convention!
StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo
ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd
Unique Information!
1. Simplify your naming convention!
+
Date Grouping
Category Grouping
Campaign Name
1. Simplify your naming convention!
Consumer.AlarmClock.
Magazine.Electronics
Monthly.AprilEdition.
041510.FullPageAd
1. Simplify your naming convention!
FY12Q2 - Electronics Monthly
2. Parent-child hierarchy is your friend!
2. Parent-child hierarchy is your friend!
2. Parent-child hierarchy is your friend!
2. Parent-child hierarchy is your friend!
2. Parent-child hierarchy is your friend!
3. Close the loop!
3. Close the loop!
3. Close the loop!
4. Mine your website!
4. Mine your website!
4. Mine your website!
4. Mine your website!
4. Mine your website!
4. Mine your website!
5. Maintain your data!
Inactivate old or inactive Campaigns
5. Maintain your data!
Create a few miscellaneous Campaigns
5. Maintain your data!
Be consistent
5. Maintain your data!
Manage “audit” views
5. Maintain your data!
Know your limits
BONUS: When you need to track more costs
ROI = Total Value Won Opportunities - Actual CostActual Cost
BONUS: When you need to track more costs
BONUS: When you need to track more costs
BONUS: When you need to track more costs
‣Grow organically- Automation is great, but feel the pain before you solve the problem
‣ Bridge sales and marketing- Turn sales into your advocates for marketing dollars
‣ Focus on visibility and collaboration- Make sure you can answer the “what’s Marketing up to?” question
with data
‣ Embrace Chatter- Perfect for versions, proofs, etc.
Final words of wisdom
Stay in touch
More Campaigns 101 at http://bracketlabs.com/blog
@blakelygraham