03+Salesforce.com+Campaign+Management+for+Marketing+Professionals

8/8/2019 03+Salesforce.com+Campaign+Management+for+Marketing+Professionals

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Best Practice:

Campaign Management for

Marketing Professionals

Salesforce.com Customer Success



Campaigns Best Practices

Business Driver

Best Practice Overview

Best Practices: Campaign Management

± Campaign Preparation

± Campaign Execution

± Campaign Tracking

Tools & Resources

NOTE: Campaigns are included with Enterprise Edition, and available for an additional cost with Professional Edition. Inthe Professional Edition, one campaign license is consumed for each user that has the "Marketing User" box checked.



Business Driver

As the leader in on-demand customer relationship

management (CRM), salesforce.com understands the

importance of integrated sales and marketing

Our closed-loop marketing automation application,Salesforce Marketing, empowers you to centrally

manage multi-channel campaigns, manage and track

search campaigns, manage leads, collateral, e-mail

templates while providing real-time analytics to your success

With so many moving parts, where do you start?



Best Practice Overview

Campaign Management is a series of marketing tactics

and programs that are all designed to achieve a specific

business goal (increase revenue, leads, customer

adoption, etc).

Learn best practices for planning, executing and

tracking marketing campaigns that generate demand

for your products and services

Note: This deck does not cover the Lead Management process indetail. Please request our Lead Management best practice

presentation for more details.



Campaign Management



Agenda

Campaign Preparation ± Campaign Goals

± How to Target Campaigns

± Determine Campaign Programs

± Define Campaign Responses

± Define Campaign Access

Campaign Execution

± Build Campaign

± Campaign Tools

± Campaign Members

± Mass E-mail

Campaign Tracking ± Campaign Responses

± Campaign Measurement



Campaign PreparationGoal of the campaign: Define your goals and objectives

Increase sales revenue ± Enhance pipeline on open opportunities

± Track customer interest

Acquire new customers

± Promotions on your website (e.g. free trial, demo center, contact me)

± Track search engine marketing

Increase customer retention

± Awareness events that drive PR and brand awareness for the company (e.g.

product launches)

Enhance up-sell/cross-sell opportunities

± Pricing promotions to current customers

± Webinar banner on the website for ³add-on´ products or services

± Add-on products targeted to call down campaign with Sales-Pat



Existing Customers

± Your Marketing and Sales organizations should collaborate to capture essential customer information

in the application to assist with defining your targets

Define and configure the necessary custom fields to help with segmentation definitions; consider

using picklists, dependent picklists etc. to make your targeting, customer segmentation and

reporting more effective

Existing Leads

± Consider lead scoring and lead status with customer segmentation in mind

For example, a series of archived status definitions (e.g. No Interest, Future Interest, Nurture)

New Leads - Adding 3rd Party Lists in Salesforce

± Some companies incorporate 3rd party prospect/lead lists inside of Salesforce with a specific 3rd party

designation (e.g. by record type, or assign to queue, or specific pre-qualification process before

passed to Sales)

De-dupe against existing records in your Salesforce database to determine which are existing Customers,existing Prospects or Net New names

± Some companies purchase 3rd party lists containing ³suspect´ names which are not added to your

Salesforce application until a response has been received or the name has been qualified

Consider de-duping this list outside of Salesforce with partner tools (e.g. PeopleImport by CRM Fusion) thenimporting into Salesforce

Campaign PreparationH ow to target campaigns: Define who you want to target



Common Criteria ± Geography

± Title (e.g. CFO, Director of Sales)

± Industry

± Company Size ± Product Interest

± Installed products/services

± Previous campaign and response history

Create fields to record what you need on Lead and Contactrecords

± Consider using Assets on Account or Contact objects or a custom

product tracking object

Campaign PreparationH ow to target campaigns: Information to use when creating targets



Website

Phone/Telemarketing

Search Engine/GoogleAd Words

PR/Events

Email

Events

Campaign PreparationDetermine campaign programs: Decide your channels and process

Inside Opportunities

Field Opportunities

Lead Capture/

Lead Qualify

Tips & Tricks

Be sure to have a process

defined for your programs

and Campaigns



Campaign PreparationDefine campaign responses: Prepare what a response means

Why are member statusvalues so important?

Every campaign has a specific

outcome. Member Status

captures this outcome

What does a response mean to

you? Multiple actions can result

in a response What happens after a response?

Be sure to map out your process

Well defined Member Status

values:

± Can make reporting much easier

± Sales can understand exactly

what their prospect or customer did

± Helps measure the success of your campaign!

Note: We will get into more detail with Campaign Setup.



Campaign PreparationDefine campaign access: Who should have access to campaigns?

Determine who should have access to Campaigns ± Be default, all users have view access to campaigns, advanced setup and run

campaign reports

The Marketing User check box on the user profile page indicates whether or

not a user has the right to create and manage campaigns including:

± Create a new campaign

± Edit or delete an existing campaign

± Update campaign statistics

± Import leads into a campaign**

± Mass update the status for members of a campaign**

± Configure advanced campaign setup to define member status values

± Run campaign reports across multiple campaigns

** In order to use the campaign import wizards, Marketing Users must also have the Marketing User

profile (or the "Import Leads" permission in Enterprise Edition organizations).



Agenda

Campaign Preparation ± Goal of the Campaigns





Campaign Execution

± Build Campaign

± Campaign Tools

± Campaign Members

± Mass E-mail





Campaign ExecutionBuild campaign: Include key fields for tracking

Tips & Tricks

H ave a naming convention:

e.g. EMEA ± FY08Q3 ±

Success Tour - Brussels

Tips & Tricks

Define your lead source

values so they tie back

to budget dollars

Tips & Tricks

Tie campaigns together

with the ³Parent

Campaign´ field

Tips & Tricks

Update the Type picklist field

and keep the total number of values to no more than 10 and

include general types



Campaign ExecutionBuild campaign: Categorizing for campaign measurement

Products and services ± Create a campaign picklist field for Product or Focus Area

Advertisements and publications/media

± Create a picklist field for Ad Type with values such as Magazine,

Newspaper, Online, etc.

± Create another picklist for specific publication so you can report on

both levels

Agencies creating materials

± Track which agencies are tied to your successful campaigns by

creating a Creative Source or Creative Piece picklist field

Offers made in campaigns

± Track the different types of high-level offers (e.g. whitepapers, demos,

web seminars) to track overall effectiveness



Campaign ExecutionBuild campaign: Set up member response status values



17

Campaign ExecutionBuild campaign: Set up member response status values

Tips & Tricks

Member Status tells Sales

exactly what their prospect or

customer did

Tips & Tricks

You can have more than one

³Responded´ value!

Tips & Tricks

# Responses metric is the sumof all members with a status

checked as ³responded´



1) Total Leads = SUM of all leads

associated with this campaign

Includes converted leads that

you can¶t see in the app

# Leads will decrease if two lead

records are merged, or if a lead

is deleted

2) Total Contacts = SUM of all

contacts associated with this

campaign

# Contacts will decrease if two

contact records are merged, or if

a contact is deleted

4) Total Responses = SUM of all

visible records associated to

this campaign that have a

member status with the

³Responded´ box checked

** Best metric for success of

campaign ± when member

statuses are set up correctly!

3) Converted Leads = SUM of all

leads associated with this

campaign that have beenconverted to a contact

Includes leads converted to new

or existing contacts

Campaign ExecutionBuild campaign: Understand campaign statistic calculations first!



1) Total Value Opportunities =

Calculated field for the amount of

all opportunities associated with

this campaign incl. closed/ won

For organizations using multiple

currencies, amounts are

converted to campaign currency

Does not include opportunitiesthat influenced campaign

3) Budgeted Cost = Amount of

money budgeted for the

campaign

This field is not required to

calculate the ROI of the

campaign

4) Actual Cost = Amount of

money spent to run the

campaign

Field needed to calculate ROI

** T he ROI is calculated as the

net gain ( T otal Value Won

Opportunities - Actual Cost )

divided by the Actual Cost .

T he ROI result is expressed

as a percentage.

2) Total Value Won Opportunities

= Calculated field for total

amount of all opportunities

associated with the campaign

hierarchy, including closed/won

opportunities

All campaigns in a hierarchy

must use the same currency





The Campaign ROI Analysis Reportcalculates the return on investment and

average costs for your campaigns

Tips & Tricks

Be sure to fill out the Actual

Cost field so your ROI will be

calculated for you



Campaign ExecutionBuild campaign: Consider using Campaign H ierarchies

Campaign hierarchies provide a powerful categorizationtool that enables you to analyze/report on the health of

your related multi-channel, integrated campaigns

± It is important that marketing managers use a Parent

Campaign1 to tie these elements together and enable reporting

across all tactics

Example:Tips & Tricks

The naming convention should

include the quarter and fiscal

year of the campaign

1Parent Campaign field is hidden; you need to change FLS.



Campaign ExecutionBuild campaign: Consider using Campaign H ierarchies cont.

When using Parent Campaign, you can see the whole picture!



Campaign ExecutionBuild campaign: Consider using Campaign Influence!

Because opportunities are usually influenced by more than one campaign,

the campaign influence feature allows you to manually or automatically

associate multiple influential campaigns to a single opportunity

± Enable Campaign Influence for automatic association

± Configure Time Frame and/or Association Rules

Influential campaigns are automatically added to opportunities when a campaign is related to a contact

that is assigned a contact role on an opportunity prior to the close date of the opportunity

Campaign Influence Time Frame, if specified, is the maximum number of days between the campaign

first associated date and opportunity created date. Campaigns associated to a contact prior to this

timeframe will not be considered influential

± Add the Campaign Influence related list to Opportunity Page Layout

± Primary Campaign Source on Opportunity is the ³most´ influential

When Lead is converted, their campaign is automatically inserted into this field

If the Lead is linked to multiple campaigns, most recently updated member status wins

Can update field manually or through Campaign Influence related list



Campaign ExecutionBuild campaign: Best practices for Campaign Influence

Consider the following rules when setting up and usingCampaign Influence:

± Add Contact Roles to your Opportunity page layouts

± Instruct Sales to add key contacts in Contact Roles associated

to their deal so campaigns are automatically correlated

± If using Sales to send e-mail templates for a specific Campaign:

First, ensure you have a good Contact de-dupe strategy

Instruct Sales to send e-mail from Contact record but change the

³Related To´ to Campaign and include the name so it¶s easy OR

just ask Sales for their top Contacts and you do the work!



Campaign ExecutionCampaign tools: Set up HTML E-mail T emplates

E-mail Templates are easy to

set up!

Set up your Letterhead to

standardize the look and feel of

HTML email templates

Include graphics through the

Documents tab



Campaign ExecutionCampaign tools: Start off with a unique landing page using Web-2- Lead

With Web-to-Lead, you can gather information from yourcompanys website and automatically generate leads.Web-to-Lead form can be used for contact me requests,

registration pages, or campaign landing pages. De-duping

logic can be included!Web-to-Lead Form

Tips & Tricks

Leverage Apex code to assist

with de-duping before creating

Lead record in Salesforce

Tips & Tricks

Brand the form to match the

offer they received and keep

your fields short

Tips & Tricks

Key fields are hidden like

Campaign ID, Member Status,

Product Line, Lead Source, etc.

Web-to-Lead



Campaign ExecutionM ass Email: Consider using email marketing partners

Email Marketing Partners

Tips & Tricks

You can send mass email to a

maximum of 1000 external email

addresses per day, consider our

e-mail marketing partners

Tips & Tricks

Consider an Email Marketing

Task Force to ensure customers

and prospects are not being

emailed too frequently



Agenda

Campaign Preparation ± Goal of the Campaigns





Campaign Execution

± Build Campaign

± Campaign Tools

± Campaign Members

± Mass E-mail





Website

Response

Individual

Manual

Update

Response

Website

Phone/Telemarketing

Search Engine/GoogleAd Words

PR/Events

Email

Events

Campaign TrackingCampaign responses: H ow does one respond?

Mass

Update

Tips & Tricks

Set up the processes you need

each response channel to

follow for your Call to Action



Campaign TrackingCampaign responses: Individual manual update

For campaigns that elicit responses one-by-one, forexample, via a phone call to a sales rep, you can manuallylink a contact, lead, or person account to a campaign and

update that individuals campaign status. Any user can dothis via the Campaign History related list on a contact, lead,or person account.

Campaign History

Individual

Manual

Update

1. Search for Lead or Contact, update status

2. Add Lead to Campaign

3. Pick correct Member Status



Campaign TrackingCampaign responses: M ass update

Manage Members

Mass

Update

Salesforce provides a variety of ways in which you canmanage the leads, contacts, and person accounts that youare targeting with your campaigns. You can choose which

method to use based on your business needs; for example,you can add and update up to 50,000 campaign membersat a time through lead or contact.

Tips & Tricks

W hen adding members via

importing a file, it¶s important to

have a de-dupe strategy



Campaign TrackingCampaign measurement: Salesforce campaign reports

Utilize the 8 standard pre-built Campaign Reports

Customize your own!



Campaign TrackingCampaign measurement: Salesforce e-mail campaign report with integration



Campaign TrackingCampaign measurement: M easure overall campaign effectiveness

Build your own

Leverage

for Pre-built

Dashboards

Marketing Metrics Dashboard 1.0

Marketing Targets Dashboard 1.1



100% increase in

lead conversion rate.

Increased lead

conversion by 400%.

Reduced time for

preparing email

campaigns by 95%.

Went from managing

1 to 16 simultaneous

campaigns.

Measuring and Improving Business

Leads

Analysis

Campaign

ROI

Lead

Tracking

CampaignAnalysis

Campaign

RevenueLead

Management

Campaign TrackingCampaign measurement: Proven customer success

³40 percent reduction in time

to build email marketing

sends´

³Increased lead generation by

20 percent and reduced follow-

up time by 50 percent´

³40 percent reduction in time

to build email marketing

sends´



Tools & Resources



Tools & ResourcesConsider using Salesforce for Google AdWords

Advertise Online

Generate Leads

Track Keyword

Effectiveness

For more information, visit our website:

http://www.salesforce.com/products/marketin

g-automation/campaigns/search-marketing.jsp



Tools & ResourcesWhat else is out there that I can use?

E-mail Marketing Partners

Demand Generation Partners

Sales Intelligence Partners

Data Cleansing Partners

Tips & Tricks

You can utilize partner tools to

execute various types of campaigns,

generate new leads and integrate

the data directly with Salesforce.com

AppExchange:http://www.salesforce.com/appexchange




Campaign M embership

Report

- Installs a single web link to

show everyone

associated with the

campaign

Campaigns Related to

Opportunities Report - Creates a campaign

contact report accessible froma custom link on the

Opportunity detail page

Recommended

AppExchangeMarketing (free)

Components




Marketing Professionals on Community ± http://www.salesforce.com/community/crm-best-practices/marketing-

professionals/

Salesforce.com Marketing Blog

± http://blogs.salesforce.com/marketing

Sales and Marketing process maps and additional best

practice information in the Salesforce.com Community

± http://www.salesforce.com/community/crm-best-practices/sales-

professionals/sales-process-and-methodology/sales-mktg-process-map.jsp




Campaigns to Cash:

Best Practices for Tracking Campaign Effectiveness:

http://www.salesforce.com/community/crm-best-practices/marketing-

professionals/campaign-management/detail87.jsp

Become An Expert: Campaign Management & Website Integration:


professionals/campaign-management/detail227.jsp

How Salesforce.com uses Marketing:


professionals/campaign-management/detail228.js

Salesforce for Google AdWords Overview:


professionals/demand-generation/search-marketing/sfga-overview.jsp



MarketingManager

Tier 1 Sales:Sales Reps orInside Sales

Tier 2 Sales:AccountExecutives orField Sales

ManagementReports & Dashboards

Campaigns Leads

Qualified?

yes

Lead Management

Lead Capture Mechanisms

Online Registration Forms Import Lists From Excel

Manually Enter Business Cards

no

Sample Routing Rules

Territory Based Routing Product Based Routing

Pick Off Queues Manual Assignment of Leads

Win?

Opportunity ManagementLead Generation

Campaign

Effectiveness& ROI

Accounts

no

yes

Opportunities

Sales Process Map, Campaign to Customer

Two tier sales process typically found in high volume B2B sales organizations where marketing campaigns generateleads, a tier one team qualifies leads to pass on to a tier two sales team that manages the sales cycle.

Types of Campaigns Email Campaigns Advertising

Direct Mail Trade Shows

Sample Qualification Questions

Current Situation Pains

Opportunity Size Timeframe

Budget Decision Maker Main Competitor

Keep a historical record of

archived leads and set upemail campaigns or follow up

reminders to regenerateinterest.

Common Reasons for Duplicate Leads

Bogus info Duplicate lead

Current customer New contact, current opportunity

Salesforce.com Tabs

Lead

SourceLead Status

Closed

Business

Qualify LeadLead

Assignment

Archived

Leads

Check for

Duplicates

Sample Lead Status Open: Followed up on within 48 hours Working: Day 1 through day 30 Developing: Scheduled follow up beyond 30 days Archive: Non-responsive or No Current Interest

Work Lead & Adjust

Lead Status

Opportunity

Pipeline

CompetitiveWin/ Lose

Sample Sales StagesLead Needs Analysis

Confirmed Objection Handling

Selected Negotiating

Closed/Won Closed/Lost

Sales Cycle

Keep a historical record of archived opportunities andset up email campaigns or

follow up reminders toregenerate interest.

Archived

Opportunities

The lead is converted intoan opportunity with anassociated contact andaccount. Often the lead willbe handed off to the tier 2sales person to work itthrough the sales cycle.

Lead

Conversion

Lead QualityLead

Type

Neglected

Leads

Marketing

CampaignLead

Capture

ActiveCustomer

Account becomes an

active customer.

LeadConversion

Contacts



Contacts

Sales and Marketing: Tools and TerminologyBelow youll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User

Community. You can search the site, browse around, and see what the community is interested in.

Accounts

Opportunities

Accounts are your organization's customers, competitors,

and partners. Each account stores information such as

name, address, and phone numbers. For each account,you can store related information such as opportunities,activities, cases, partners, contracts, and notes.

Contacts are all of the individuals associated with your

business accounts that you need to track in Salesforce.You can store various information for a contact, such asphone numbers, addresses, titles, and roles in a deal.

Opportunities are the sales and pending deals that you

want to track. By adding opportunities, you are also buildingyour pipeline, which will contribute to your forecast. Youcan also link opportunities to campaigns to help measure

the ROI of your marketing programs.

A lead is a prospect or potential opportunity - a person you

met at a conference who expressed interest, or someonewho filled out a form on your companys website.

A campaign is an outbound marketing project that you want

to plan, manage, and track within Salesforce. It can be a

direct mail program, seminar, print advertisement, email, orother type of marketing initiative.

Leads

Campaigns

Google AdWords is an online advertising service used to

create advertisements that display on major searchengines, including Google. Many Salesforce customersadvertise online with Google AdWords as a mechanism to

generate leads.Google AdWords

With Web-to-Lead, you can gather information from your

companys website and automatically generate leads. Web-to-Lead form can be used for contact me requests,

registration pages, or campaign landing pages.

Products are the individual items that you sell on your

opportunities. You can create a product and associate itwith a price in a price book. Each product can exist in manydifferent price books with many different prices. A productthat is listed in a price book with an associated price is

called a price book entry.Products

Web-to-Lead Form



Sales and Marketing: Tools and Terminology

A forecast is your best estimate of how much revenue you

can generate in a quarter. This amount is divided between

Commit Amount - the amount you can confidently close -and Best Case Amount - the total amount of revenue youmight possibly generate. A managers forecast should

include the amount of revenue the entire team cangenerate together.

Forecasts

A contract is a written agreement between two or more

parties. Many companies use contracts to define the terms

for doing business with other companies. Track the contract

through your organizations approval process and useworkflow alerts to notify yourself when to initiate contract

renewals.Contracts

Group calendaring will helps you better collaborate as a

team, and arrange meetings with prospects and customers.

Task

Activities

Tasks are to-do items that need to be followed up on. They

can be associated with accounts, contacts, leads, or other

custom objects. You can follow up on the task yourself, orassign it to another user.

Maintain a historical record of all activities related to an

account, contact, or opportunity. Your activity historyincludes emails, call notes, and calendar events, soeveryone is on the same page.

Calendar Events

Reports are lists, summaries, and analyses of your data,

which you can display or print. To help you monitor your

organization, Salesforce offers a wide range of standardreports, accessible in the Reports tab. You can also createnew custom reports to access exactly the information you

need. You can subtotal and limit your data to help youanalyze trends and get a concise picture of what ishappening in your organization.

Reports

Dashboards give you a real-time snapshot of corporate

metrics and key performance indicators. A dashboard is agroup of different charts (or components) that graphicallydisplay your custom report data. You can select up to 20different custom reports to display data graphically as

charts in each dashboard.Dashboards

A document library is a place to store files without attaching

them to accounts, contacts, opportunities, or other records.Each document in the document library resides in a folder.The folders attributes determine the accessibility of thefolder and the documents within it.

Documents

Below youll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User




Make searching data and interacting with the results of your

searches simple, smooth, and highly effective. Inline paging

and sorting features simplify the task of working with largesets of search results. Powerful filtering and scopingfunctions narrow searches and results. Customization

options enable users to design search results layouts thatare tailored for the way they work.

Sales and Marketing: Tools and Terminology

With computer-telephony integration (CTI) capabilities, you

can directly integrate your telephone network intoSalesforce and access it entirely through the familiar,browser-based Salesforce interface. With the combined

power of CTI and the new Salesforce Console,

salesforce.com delivers unlimited productivity to your call

centers.

Outlook users enjoy high levels of productivity with Apex

Connect Outlookformerly called Outlook Editionwhich

makes it easy to synchronize important customer databetween two commonly used applications. With ConnectOutlook 3.0 in Spring 07, productivity for Outlook users

gets another boost with several enhancements. Users canadd emails with attachments, create contacts and leadsdirectly in Outlook, and create relationships betweencalendar events and associated objects such as accounts

and opportunities.

CTI Integration

Connect Outlook

You can set up a Web-to-Lead form to capture contact me

requests from your companys website. With a lead de-

dupe solution you can automatically route those requests tothe person who owns the account.

Web-to-Lead Form

With Salesforce you can create email templates for

common emails such as web-to-lead responses, sales

prospecting, announcements, and internal workflow. Youcan even personalize parts of the email with information

from the contact or account record.

Email Templates

Plan and execute email campaigns targeted at prospects

and customers. Enterprise Edition customers can send 500

emails per mass mailing, while Unlimited Edition customerscan send 1,000 emails per mass mailing. Salesforce canalso integrate with third-party marketing solutions and

offers out-of-the-box integration with several top emailmarketing vendors.

Mass Email

Evaluate the success of email campaigns with integrated

response tracking and easy monitoring of key campaignmetrics, such as whether recipients open the messages,when they open them, and more.Email Tracking

Search

Import Wizard

The ability to easily import data into Salesforce is one of the

application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information toleads, contacts, accounts, solutions, and custom objects.Search Import Tools on Salesforce Community for more

information.

Below youll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User


03+Salesforce.com+Campaign+Management+for+Marketing+Professionals

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