salesforce expert series: using campaigns to make better marketing decisions
TRANSCRIPT
Stacy Jacobs
Salesforce Rock Star,
Alternative Technology
Solutions
Presenter ModeratorLaura Monn Ginsburg
Director of Marketing,
Alternative Technology
Solutions
About Alternative
Salesforce Cloud Alliance Partner
700+ manufacturer customers and growing
300+ Salesforce platform implementations
9.7/10 Customer satisfaction rating
98% Customer Retention Rate
75+ associates plus global partner network
21 Salesforce Certified consultants
Average 8+ years ERP or Salesforce experience
and 15+ years manufacturing experience
HQ in Aliso Viejo, California
Support Service Center in Indiana
Consultants located nationwide
Bringing the best of the cloud to manufacturers™
Product Solutions
iQ Configure, Price, Quote Application
• Native Force.com application, seamlessly integrated to
Salesforce
• Makes creating complex and configured product quotes
fast, easy, simple, and social
Connect
• Brings data together (Salesforce and back-end ERP, e.g.)
• Fully automates data transfer so that every platform has
the same information
Perk of Attending this Webinar
Free 1-hour Marketing
Assessment
• Schedule with Stephanie
Mountain: [email protected]
See you at Dreamforce!
Alternative will be in the Manufacturing Industry Showcase located in the Gateway Ballroom of Moscone South
Salesforce experts, custom demos, and great giveaways!
Wednesday, October 15, 5-8 p.m.
‘wichcraft: 868 Mission Street
Exclusively for manufacturers and distributors
RSVP at info.alttechsolutions.com/dreamforce
Overview of Campaigns• Any initiative used to drive new Leads and
Revenue
• Campaign Management is a series of marketing
tactics and programs designed to achieve a
specific goal
• Campaign Members are comprised of Leads
and Contacts (existing or new)
• When set up correctly, easily calculate Return
on Investment (ROI)
Overview of Campaigns• Evaluate and strategize your initiatives – make
more effective marketing decisions towards
your bottom line
• A Campaign is a powerful tracking tool for all
levels of marketing tactics
• Examples:
• Advertising
• Trade Shows
• Social Media
• Telemarketing
• Events
• Website
tracking/forms
Preparing Your Campaign
Define:
1. A measurable goal
2. Your campaign members
3. A response
4. Any applicable response actions
Four Steps to Campaign Preparation
1. Define a Measurable Goal
• Acquire new customers
• Increase event
attendees
• Obtain more leads than
last month
2. Define Your Campaign
Members
• Start with members• Existing customers
• Existing leads
• Purchased list
• Start without members• Obtain new leads
2. Define Your Campaign Members
• Leads
o Leads are the starting point for any potential
customer or influential relationship.
o Track your lead sources.
o Do not require an account.
Tip: Utilize leads to clean data before it enters your database. It’s the only
record type that has a native ‘find duplicates’ button.
Tip: Keep options for ‘lead source’ simple/generic. Utilize campaigns to get
more specific. For instance, ‘lead source’ is ‘Webinar’ and the lead is linked
to the ‘Webinar – Campaigns – 100814’.
2. Define Your Campaign Members
• Leads
• Contacts
• Someone you have a
business relationship
with, someone you
know.
• Require an Account
Tip: Using Web-To-Lead, ensure that
campaign ID is being passed with
form submission. Become a
campaign member AND a lead.
Tip: Enforce end user to find
duplicates by removing the
convert button from page layout.
Recap: Campaign Preparation
1. Define a Measurable Goal
• Acquire new customers
• Increase event
attendees
• Obtain more leads than
last month
2. Define Your Campaign
Members
• Start with members• Existing customers
• Existing leads
• Purchased list
• Start without members• Obtain new leads
Four Steps to Campaign Preparation3. Define a Response
• Every campaign has a
specific outcome.
Member status captures
this outcome.
4. Define Response Actions
• Define your campaign
member experience.
• What happens when a
member responds?
• What happens when a
member DOES NOT
respond?
Tip: Well-defined member status values can make reporting easier, help sales
understand exactly what their prospect/customer did, and MOST
IMPORTANTLY help measure the success of the campaign.
Sent
Clicked
Attended Registered
Creating Your Campaign
1. Create your campaign record
2. Add campaign members (optional)
3. Ensure parent campaign is applied (define
a Campaign Hierarchy)
Tip: Establish a naming convention
(Type – Subject – Month/Year)
Tip: Keep ‘Type’ general and use
Campaign Name to get specific
Tip: Tie campaigns together with
“Parent Campaign” field
Tip: Require Start and End Dates –
Helps keep track of multiple efforts
happening at same time.
1. Create a Campaign Record
Tip: Create a workflow to automate
the check, and uncheck, of the
active box based on status
2. Add Your Campaign Members • On the lead/contact record
• Via a report
• On the campaign
• Via web-to-lead
functionality
3. Define a Campaign Hierarchy• Parent Campaign – Set up a hierarchy just
like Accounts (helps with reporting)
o Maintain two page layouts:
1 for Parent: Add Hierarchy Fields on
Parent Campaign Page Layouts
1 for Children: Only include ‘Parent
Campaign’ field on children page
layouts
Tip: Ensure the level of granularity on your hierarchy is something you are
committed to maintaining LONG TERM
Measuring Your Campaign
1. Benefits of a perfect hierarchy
2. Native Salesforce fields to utilize
3. Bottom line: Did you meet your goal?
Benefits of Perfecting a Hierarchy• It’s ALL about ROI
o Reporting :
Get the big picture
- “At-a-glance” view for executive reports
Get the details
- Dive in to the details of what
campaigns out performed the rest.
Strategize based on results.
Side-By-Side Analysis
- Ability to compare sibling campaigns
Campaigns Are All About ROI
• ROI is calculated:
• (Total Value Won Opportunities – Actual
Value) / Actual Cost)
• Only Opportunities with campaign listed as
the “Primary Campaign Source” AND is
closed/won are included in the calculation
Tip: Wherever possible, require Opportunity creation on lead conversion
OR require “Primary Campaign Source” field
Handy Native Fields to Utilize
Tip: Utilize two record types for campaigns, one for Parent and one for Child. Keep
your layouts clean and only place applicable fields on the applicable page layout.
Get Results
Stick to a naming convention
Perfect your hierarchy
Ensure Opportunities are related to a campaign
Keep your lead sources simple/generic – get
specific with campaigns
Enhance your end user experience and adoption –
Make it easy to use by maintaining two page
layouts (two record types) – Parent, Child
Wednesday, October 15, 5-8pm
‘wichcraft: 868 Mission Street
Exclusively for manufacturers and distributors
RSVP at http://info.alttechsolutions.com/dreamforce
Next Steps
Free 1-hour Marketing Assessment
• Schedule with Stephanie Mountain:
Read more about the Alternative and Salesforce
on our blog:
• alttechsolutions.com/blog
Join us for upcoming webinars and events:
• alttechsolutions.com/