Marketing in SalesforceAdmin 201

Campaigns and Campaign Members

Campaign

A Campaign is a specific marketing program or tactic

A Campaign builds awareness and generates leads

Campaign Member

Person who has responded to the Campaign

Lead or contact associated with the campaign

Campaigns• Five steps to a campaign

– Create the Campaign– Create the Target list– Execute the Campaign– Track Responses– Analyze Campaign Effectiveness

Who has access to Campaigns?• Any user in your organization can view campaigns, view the

advanced campaign setup, or run campaign reports.• However, only designated Marketing Users with the

appropriate user permissions can create, edit, and delete campaigns and configure advanced campaign setup.

• An administrator must select the Marketing User checkbox on a user’s personal information to designate that user as a Marketing User.

• In addition, Marketing Users can import leads and use the campaign import wizards if they also have the Marketing User profile (or the "Import Leads" permission and "Edit" on campaigns).

• Campaigns are included with Enterprise, Unlimited, and Developer Editions, and available for an additional cost with Professional Edition.

Leads and Contacts• What is a Lead?

– Prospect that you want to market to– Captures business card information– Individual who has expressed interest in

your products or services– Assigned ownership either manually or

via Assignment Rule• What is a Contact?

– Individual who is associated with an account.

Business Object Relationships

Campaign generatesLeads convert toContacts, Opportunities, Accounts analyzed

byReports

• Your organization can set its own guidelines for determining when a lead is qualified, but typically, you will want to convert a lead as soon as it becomes a real opportunity that you want to forecast.

• The system automatically maps standard lead fields to standard account, contact, and opportunity fields

• For custom lead fields, your administrator can specify how they map to custom account, contact, and opportunity fields

Converting Leads• Lead Conversion depends on your business

practices• Lead information is mapped to the

appropriate Business Object• Existing data check

– Deduplification– Merging fields

The fine print on lead conversion

• When accessing converted lead records, users see all the related records into which a lead was converted, with easy links to those records.

• The system automatically maps standard lead fields to standard account, contact, and opportunity fields

• For custom lead fields, your administrator can specify how they map to custom account, contact, and opportunity fields

• The system assigns the default picklist values for the account, contact, and opportunity when mapping any standard lead picklist fields that are blank. If your organization uses record types, blank values are replaced with the default picklist values of the new record owner.

• If the lead has a record type, the default record type of the new owner is assigned to records created during lead conversion.

• If the lead matches an existing contact and both records are linked to the same campaign, the campaign member status is determined by whichever is further along in the lifecycle of the campaign. For example, if the lead member status is "sent" and the contact member status is "responded," the responded value is applied to the contact.

More fine print• If you are using local lead names, the Company Name (Local) on

the lead will automatically map to the Account Name (Local) along with their associated standard name fields.

• If your organization uses divisions, the new account, contact, and opportunity are assigned to the same division as the lead. If you update an existing account during lead conversion, the account's division is not changed, and the new contact and opportunity inherit the account's division.

• If your organization uses territory management, the new account is evaluated by account assignment rules and may be assigned to one or more territories

• If a custom object record has a lookup relationship to a lead, the lead lookup field displays an underscore character after the lead is converted. If you click on the underscore character, a message displays that indicates the lead has been converted.

• Opportunities created upon lead conversion contain some default values. including no amounts, a close date defaulted to the last day of the current quarter, the stage equal to the first value of the stage picklist.

Create Campaign

Add Campaign Members

Campaign Member Alerts

• Create Alerts using Workflow rules • You can send emails to owners of leads or

contacts when they are made members of a campaign

• You can send emails to the owners when the leads or contacts have responded to a campaign

• You cannot create a Task action in a campaign member workflow rule

Creating a Lead QueueUser name / set up / Manage Users / Queue

A Lead Queue is a storage bin for leads, grouped by similar criteriaUsers have visibility into the Queues to which they are membersLeads remain in a Queue until they are assigned or accepted by members.

Create Assignment Rule

• User name / set up / Customize / Leads / Assignment Rule• Determine how Leads are automatically routed to user or queue• Contains rule entries, predefined business rules that determine

lead routing.

More about Assignment Rules

• Although a lead assignment rule can consist of multiple criteria (or, rule entries) to assign leads, only one (1) assignment rule can be active at any given time.

• Because lead assignment rule entries are evaluated in the order in which they appear in the list, and then stop when a match is found, it is important to prioritize your criteria appropriately.

• As a best practice, salesforce.com recommends you start with the most specific criteria at the top of the rule entry list, then get more generic as you go down the list.

• Maximum of 300 formula-based rules of one type (assignment)

• Maximum of 25 line item criteria per rule

Methods to Automate Leads• Web to Lead

– An online lead form is used to capture lead information

– A form is published on the website– All the entries on the form are stored in Salesforce

• Email templates in standardized text or HTML• Auto Response rules

– Determine which template to send to leads obtained on web to lead

– Contain rule entries that define criteria for determining email templates response content

Web to Lead

• Username / set up / customize / leads / web to lead

Setting up an Auto Response Rule

Respond to new lead that came in through web site

Marketing Automation Process