Salesforce Expert Series: Using Campaigns to Make Better Marketing Decisions

Make Smarter Marketing

Decisions with Salesforce

October 2014

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

Agenda

Prepare Campaigns

Execute Campaigns

Measure Campaigns

Strategize Campaigns

Q&A

Strategize

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:

• Email

• Advertising

• Trade Shows

• Social Media

• Telemarketing

• Events

• Website

tracking/forms

Preparing Your

CampaignStrategize

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’.

Lead Conversion

Lead-Contact

& Company

Information

Contact

Account

Opportunity

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

Executing Your

CampaignStrategize

Creating Your Campaign

1. Create your campaign record

2. Add campaign members (optional)

3. Ensure parent campaign is applied (define

a Campaign Hierarchy)

1. Create a Campaign Record

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

3. Define a Campaign Hierarchy

Measuring Your

Campaign

Strategize

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.

Campaigns Are All About ROI

Campaigns Are All About ROI

Campaigns Are All About ROI

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

Q&A

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:

[email protected]

Read more about the Alternative and Salesforce

on our blog:

• alttechsolutions.com/blog

Join us for upcoming webinars and events:

• alttechsolutions.com/

alttechsolutions.com