Campaign Basics

Meet Salesforce Campaigns

• 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

• 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

• 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

• 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.