Managing campaigns involves the five major steps listed in this section. For each campaign, we recommend that you follow these steps to make your marketing programs and post-campaign analysis more effective.
After determining your marketing strategy, the first step is to create a campaign in Salesforce. Select Campaign from the Create New drop-down list in the sidebar. Within the campaign record, make sure to select or enter values for all of the standard and custom fields that apply to the type of campaign you are creating. The information you record is vital for post-campaign analysis of which types of campaigns are the most effective.
The next step is to define who you want to target with the campaign. Some campaigns don't target individuals; for example, a banner posted on a third-party website is a campaign without members. If your campaign is targeting individuals, it is important to create a focused target list that has been segmented according to criteria that will yield the most high-quality prospects. The method used to create a target list depends on who the campaign will be targeting: • Rented or Purchased Names. We recommend that you don't import these names into Salesforce at this time. You can simply use the list of names as your target list. • Existing contacts or leads. To target existing leads or contacts, you can use the Add to Campaign button on Salesforce reports and list views to add campaign members and specify their statuses. To target existing leads or contacts: 1. Create a custom lead or contact report. 2. In the “Select Criteria” step, enter up to three criteria to segment the report data. For example, to target all CFOs at Healthcare and Insurance companies with an annual revenue greater than $1 billion, you would enter this criteria: • “Title equals CFO” • “Industry equals Healthcare, Insurance” [Comma indicates OR] • “Annual Revenue greater than 1B” [’B’ indicates billion] 3. Run the report and click Add to Campaign.
The majority of campaign execution occurs outside of Salesforce.
Campaign execution can be online or offline, for example:
– Send email using an email execution vendor Note: Salesforce has partnered with a number of email execution vendors that can link directly with campaign management. Contact Salesforce for more information.
– Web banners
– Search Engine Marketing such as Google Adwords
– Event registration
– Plan and host a conference or trade show
– Run print or radio advertisements
– Send direct mail pieces
After execution, you need to track the responses to the campaign.
The types of responses can be divided into the following groups based on the response tracking mechanism:
• Online Responses
Customers and prospects respond by filling in a form on your website, such as a web seminar registration or a special promotion jump page. To track these types of responses, use a Web-to-Lead form to create a landing page for the campaign. Make sure to include the Campaign ID field when generating the HTML for the Web-to-Lead form. All responses are created as leads in Salesforce, and if the form includes the Campaign ID field value, the leads are directly associated to the campaign. To find your campaign ID, click on the campaign you have created. The last 15 digits in the URL represent the campaign ID. You can also include the Member Status field in the Web-to-Lead form. This field is “hidden” in the form (that is, it is not visible to campaign respondents), and it specifies the member status value to apply to all leads that respond via the web form. If you don't include this field in the web form, all new leads are assigned to the “default” member status specified in the campaign setup.
• Individual Manual Update
Customers and prospects respond via phone or mail, for example, a call to the sales team or a mail response card. To track these types of non-automated responses, a sales or marketing team member can manually update the Campaign History for the lead or contact in Salesforce.
• Mass Update
If the person executing the campaign has sufficient privileges in Salesforce, he or she can use reports and list views to quickly update the statuses of multiple campaign participants at one time. To track these types of responses, a sales or marketing team member can run a custom contact or lead report and click Add to Campaign to select a new status for those campaign members. Alternatively, a sales or marketing team member can display a lead or contact list view, select the appropriate leads or contacts, and click Add to Campaign to select the new status for those campaign members.
• Offline Response
Another type of response is any response that you track in an offline list, for example, trade show attendance or email responses from your email vendor. Import the offline list into Salesforce via the campaign Member Import option. Using the campaign import wizards, you can directly associate a lead or a contact with the campaign.
The final step is to analyze the effectiveness of the campaign using reports and campaign statistics.
You can track information such as the number of leads generated, the amount of opportunities tied to the campaign,
the amount of business generated from the campaign, and more.
In addition, you can track campaign statistics over time, for example, the number of times a particular contact has
responded to campaigns or the ROI for all types of advertisements.
If you're using campaign influence, you can also see how your campaigns are contributing to opportunities.
• Review Campaign Statistics
Campaign statistics on the campaign detail are automatically recalculated every time a campaign is saved. Some campaign statistics include Responses, Number of Opportunities, and Amount of Won Opportunities. Campaign hierarchy statistic fields, such as Total Responses in Hierarchy, Total Opportunities in Hierarchy, and Total Value Won Opportunities in Hierarchy, provide aggregate data for a parent campaign and all the campaigns below it in the campaign hierarchy.
• Run Campaign Reports
From the Reports tab, you can run several types of custom campaign reports as well as the following standard campaign reports:
– Use the Campaign Leads or Campaign Contacts reports to list the leads or the contacts associated with your campaigns.
– Use the Campaign Call Down report (single campaign) or the Campaigns with Campaign Members report (multiple campaigns) to show information about leads and contacts.
– Run the Campaign Member Analysis report to summarize information about who has responded to campaigns.
– Use the Campaign Revenue Report to analyze which opportunities have resulted from your campaigns. You can also analyze products and revenue schedules in this report.
– The Campaign ROI Analysis Report calculates the ROI and average costs for your campaigns. The ROI is calculated as the net gain (Total Value Opps - Actual Cost) divided by the Actual Cost. The ROI result is expressed as a percentage.
– Use the Campaigns with Influenced Opportunities report to view opportunities that are influenced by each of your campaigns.
– Use the Campaign Member report to view the members of campaigns