Campaign Basics

Meet Salesforce Campaigns

Describe what Salesforce campaigns are. Explain why marketing teams use campaigns. List three things campaigns can be used for.
  • Campaigns are a tool that lets Salesforce users keep track of their marketing initiatives. Can include typical advertisements and solicitations, emails, demos and conferences.
    • Marketers use campaigns to analyze how many leads, sales pipeline, and deals they’re generating.
    • Campaigns can group marketing programs together into hierarchies for greater visibility into the results of a large group of campaigns.
    • Campaign Path is a component that shows how a campaign is moving through the pipeline.
  • To create campaigns, the user:
    • needs to have Marketing User checkbox checked in their user profile, and they
    • need to have permission to create campaigns.

Organize Campaigns with Hierarchies and Record Types

Understand how campaign hierarchies let you group and analyze related marketing efforts. Describe the levels of a typical campaign hierarchy. List the marketing results displayed with hierarchies. Understand how record types make managing campaigns easier.
  • Hierarchies allow users to see how many responses there have been to the entire hierarchy.
  • With the Parent Campaign field, organization of campaigns is built-in.
    • A common approach is to use the hierarchy to group campaigns by marketing strategy. Three levels work well for many companies:
      1. Top level: overall strategic focus
      2. Second level: different aspects of that focus
      3. Third level: individual marketing efforts like an email, an online ad, invitations to demos, etc
    • Another way is to group campaigns by time period:
      1. Entire year
      2. Fiscal quarter
      3. Individual campaigns in each quarter
    • Finally, by large events:
      1. An annual conference
      2. Supporting marketing efforts
      3. Individual conference sessions
  • To make a campaign a child of another campaign:
    • Create the parent and
    • Create the child campaign and enter the parent campaign name in the Parent Campaign field
  • With record types, users can create customized campaign records for each type, for ex, email campaigns, demo events, etc.
    • Different details can be tracked for different kinds of campaigns:
      • For email campaigns, the email template she used
      • For demo events, the location, timing, equipment needed, staffing, etc

Determine Who You’re Marketing To

Describe who can be added to campaigns. Describe the methods for adding members to campaigns. Describe how to use campaign member statuses to track responses.
  • Campaign Members are leads, contacts, and person accounts that have been added to campaigns.
  • After adding members, users can track how each member is progressing through the campaign.
    • Different statuses can be used depending on the type of campaign:
      • Email: Sent, Responded, Purchased, Did No Purchase
      • Product Demos: Invited, Accepted, Declined, Attended
  • Add campaign member statuses to a campaign from the campaign detail page:
    • Click New in Campaign Member Statuses related list.
  • Best practice for defining campaign member statuses is to use the same set of values for all campaigns of the same type.
    • To have Salesforce automatically track the number of members who have responded to your campaigns, you can note which of the statuses you’d like to count as responses.
      • As many campaign member statuses can count as member responses as you need.

Report on Your Campaigns

Describe the categories of information available in campaign reports. Explain how to find out-of-the-box campaign reports. Describe three example reports.
  • Built-in Campaign Reports allow users to easily see who their campaigns are targeting, who has responded, and how much revenue they are generating.
    • View built-in reports via » Reports tab » New Report » Campaigns from list of report types. Campaign report folder contains several reports.
  • There are several types of reports available:
    • Campaign with Contacts: lists each of the campaigns and contacts associated with them.
    • Campaign with Opportunities: shows all opportunities generated by the campaigns.
      • Add Amount field to see the revenue from each opportunity.
        • Filter the report to show only closed deals to focus on revenue generated, or
        • Show all deals to focus on the pipeline built from marketing efforts.