Your Marketing Chocolate is in my Salesforce Peanut Butter

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Campaigns Your Marketing Chocolate is in my Salesforce Peanut Butter

description

Blakely Graham of Bracket Labs de-mystifies Salesforce Campaigns. This presentation covers basics of Salesforce Campaigns, how to implement them, the common pitfalls, and the top five tips for success.

Transcript of Your Marketing Chocolate is in my Salesforce Peanut Butter

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Campaigns

Your Marketing Chocolate is in my Salesforce Peanut Butter

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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

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TOP 5 TIPS

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What are Campaigns?

Email Social Media SEM CallSnail Mail

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What are Campaigns?

Email announcement to prospects

Live conference

tweeting #hashtag

Speaking engagement

Tradeshow

Networking Reception

Thank You Email

Google Adwords

promoting event

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What are Campaigns?

Website overhaul

Social conversation

Press releases Commercials

Speaking engagements

Brand awareness

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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.”

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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”

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So what are Campaigns not good for?

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Scheduling and calendaring of campaigns

1. Planning

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Complex multi-triggering events2. Automation

Complex multi-triggering events

Free marketing extensions

Mass email made easy

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Tracking of pre-production or follow-up activities

3. Project Management

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5 tips for getting the most from Campaigns

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1. Simplify your naming convention!

StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo

ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

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1. Simplify your naming convention!

StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo

ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

Custom Fields

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1. Simplify your naming convention!

StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo

ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

Standard Fields

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1. Simplify your naming convention!

StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo

ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

Standard Description

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1. Simplify your naming convention!

StructureChannel.Product.CampaignType.CampaignName.Date.ExtraInfo

ExampleConsumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

Unique Information!

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1. Simplify your naming convention!

+

Date Grouping

Category Grouping

Campaign Name

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1. Simplify your naming convention!

Consumer.AlarmClock.

Magazine.Electronics

Monthly.AprilEdition.

041510.FullPageAd

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1. Simplify your naming convention!

FY12Q2 - Electronics Monthly

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2. Parent-child hierarchy is your friend!

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2. Parent-child hierarchy is your friend!

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2. Parent-child hierarchy is your friend!

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2. Parent-child hierarchy is your friend!

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2. Parent-child hierarchy is your friend!

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3. Close the loop!

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3. Close the loop!

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3. Close the loop!

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4. Mine your website!

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4. Mine your website!

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4. Mine your website!

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4. Mine your website!

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4. Mine your website!

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4. Mine your website!

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5. Maintain your data!

Inactivate old or inactive Campaigns

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5. Maintain your data!

Create a few miscellaneous Campaigns

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5. Maintain your data!

Be consistent

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5. Maintain your data!

Manage “audit” views

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5. Maintain your data!

Know your limits

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BONUS: When you need to track more costs

ROI = Total Value Won Opportunities - Actual CostActual Cost

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BONUS: When you need to track more costs

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BONUS: When you need to track more costs

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BONUS: When you need to track more costs

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‣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

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Stay in touch

More Campaigns 101 at http://bracketlabs.com/blog

@blakelygraham