Running a campaign

The winning campaign was called the "Best Job in the World"
and was essentially a big online job search conducted
through social media for a new "caretaker" for Hamilton
Island in Queensland, Australia. Done on a comparatively
paltry marketing budget of just $1.7 million dollars and reliant
on fortuitous PR and word of mouth, the campaign achieved
stunning results, including over 34,000 video entries from
applicants in 200 countries, and more than 7 million visitors
to the site who generated nearly 500,000 votes.

Best Job in the World’s Ben Southall
embarks on his next Tourism
Queensland adventure - ‘The Best
Expedition in the World’. Ben explores
Queensland’s Great Barrier Reef on a
From 21st May to 13th September you can
four month, 1600km kayak and sailing
follow Ben's route and read about his
journey from the Town of 1770 on the
exciting adventures as he makes his way
Central Queensland coast, north to
along the Great Barrier Reef.
Cooktown in Queensland’s Tropical
Click on a map thumbnail to zoom in.
North. Keep up to date here on Ben’s
View Ben’s Itinerary
experiences while he navigates one of
Find out where Ben is now
the best protected reefs in the world.

Coca cola campaign in Nigeria
• Coca-Cola Nigeria online marketing campaign during
the African Nations Cup (ACN) 2010 in Angola.
• It wanted to position itself in the mind of its target
audience as a brand that “Open Happiness” to Super
Eagles Top Fans
• It was also the Official Softdrink of the Super Eagles
(Nigeria’s National Team).
• The campaign produced some results worth noting.

Coca cola campaign in Nigeria
• Target audience: Football loving Nigerians on
sites regularly visited
1.Goal.com,
2.Facebook,
3.Yahoo,
4.Google and Google Content Network.
• Duration: 2 weeks

Goal.com
• Goal.com is the largest football destination in
the World
 12 million unique users a month.
• In Nigeria it generates
 20 million page views on Mobile
 Over 500,000 unique users each month
online.
• Its Nigerian audience is male bias and middle
class working and reasonable disposable
income.

Created a completely branded African Cup of Nations section on
www.goal.com.

Paid Search/ Search Engine Marketing
• Tactical use of search which generated tonnes of
relevant traffic.

• When Nigerians were looking for news or
information on the Super Eagles or the Nations Cup,
Coca-Cola appears with a message and directs them
to the sponsorship page.

• Display ads were targeted to keywords on high reach
sites. This means the Coca-Cola ad would appear on
pages that mention African Cup of Nations, Super
Eagles or related terms.

The Result
• Over 5 million page views on the online
sponsorship in 2 weeks.

• Over 20 million impressions and 40,000
clicks to the online sponsorship. It was a
huge brand response success.

Sales and Marketing: Tools and Terminology
Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online
User Community. You can search the site, browse around, and see what the community is interested in.

A campaign is an outbound marketing project that you Accounts are your organization's customers, competitors,
want to plan, manage, and track within Salesforce. It can and partners. Each account stores information such as
be a direct mail program, seminar, print advertisement, name, address, and phone numbers. For each account,
email, or other type of marketing initiative. you can store related information such as opportunities,
activities, cases, partners, contracts, and notes.
Campaigns
Accounts

Google AdWords™ is an online advertising service used to Contacts are all of the individuals associated with your
create advertisements that display on major search business accounts that you need to track in Salesforce.
engines, including Google. Many Salesforce customers You can store various information for a contact, such as
advertise online with Google AdWords as a mechanism to phone numbers, addresses, titles, and roles in a deal.
generate leads.
Google AdWords
Contacts

Opportunities are the sales and pending deals that you
With Web-to-Lead, you can gather information from your want to track. By adding opportunities, you are also
company’s website and automatically generate leads. building your “pipeline,” which will contribute to your
Web-to-Lead form can be used for contact me requests, forecast. You can also link opportunities to campaigns to
registration pages, or campaign landing pages. help measure the ROI of your marketing programs.
Opportunities
Web-to-Lead Form

A lead is a prospect or potential opportunity - a person you Products are the individual items that you sell on your
met at a conference who expressed interest, or someone opportunities. You can create a product and associate it
who filled out a form on your company’s website. with a price in a price book. Each product can exist in
many different price books with many different prices. A
product that is listed in a price book with an associated
Leads Products
price is called a price book entry.


A forecast is your best estimate of how much revenue you Tasks are to-do items that need to be followed up on. They
can generate in a quarter. This amount is divided between can be associated with accounts, contacts, leads, or other
Commit Amount - the amount you can confidently close - custom objects. You can follow up on the task yourself, or
and Best Case Amount - the total amount of revenue you assign it to another user.
might possibly generate. A manager’s forecast should
Task
Forecasts include the amount of revenue the entire team can
generate together.

Maintain a historical record of all activities related to an
account, contact, or opportunity. Your activity history
includes emails, call notes, and calendar events, so
A contract is a written agreement between two or more
everyone is on the same page.
parties. Many companies use contracts to define the terms
for doing business with other companies. Track the Activities
contract through your organization’s approval process and
use workflow alerts to notify yourself when to initiate
Contracts contract renewals.
Reports are lists, summaries, and analyses of your data,
which you can display or print. To help you monitor your
organization, Salesforce offers a wide range of standard
A document library is a place to store files without reports, accessible in the Reports tab. You can also create
attaching them to accounts, contacts, opportunities, or new custom reports to access exactly the information you
other records. Each document in the document library Reports need. You can subtotal and limit your data to help you
resides in a folder. The folder’s attributes determine the analyze trends and get a concise picture of what is
accessibility of the folder and the documents within it. happening in your organization.
Documents

Dashboards give you a real-time snapshot of corporate
Group calendaring will helps you better collaborate as a metrics and key performance indicators. A dashboard is a
team, and arrange meetings with prospects and group of different charts (or components) that graphically
customers. display your custom report data. You can select up to 20
different custom reports to display data graphically as
Calendar Events Dashboards charts in each dashboard.

Campaign Preparation
How to target campaigns: Information to use when creating
targets

• Common Criteria
– Geography
– Title (e.g. CFO, Director of Sales)
– Industry
– Company Size
– Product Interest
– Installed products/services
– Previous campaign and response history
• Create fields to record what you need on Lead and Contact
records

Campaign programs: Decide your channels and process
Phone/Telemarketing

Search Engine/
Google Ad Words

Inside Opportunities

Website Lead Capture/
PR/Events Lead Qualify

Field Opportunities

Email
Events

Tips & Tricks
Be sure to have a process
defined for your programs and
Campaigns

Define campaign responses: Prepare what a response means

Why are member status values so
important?
 Every campaign has a specific outcome.
Member Status captures this outcome
 What does a response mean to you?
Multiple actions can result in a response
 What happens after a response? Be
sure to map out your process
 Well defined Member Status values:
– Can make reporting much easier
– Sales can understand exactly what their
prospect or customer did
– Helps measure the success of your
campaign!

Note: We will get into more detail with Campaign Setup.

Define campaign access: Who should have access to campaigns?
• Determine who should have access to Campaigns
– Be default, all users have view access to campaigns, advanced setup
and run campaign reports
• The Marketing User check box on the user profile page indicates whether
or not a user has the right to create and manage campaigns including:
– Create a new campaign
– Edit or delete an existing campaign
– Update campaign statistics
– Import leads into a campaign**
– Mass update the status for members of a campaign**
– Configure advanced campaign setup to define member status values
– Run campaign reports across multiple campaigns

** In order to use the campaign import wizards, Marketing Users must also have the Marketing User profile (or
the "Import Leads" permission in Enterprise Edition organizations).

Agenda
• Campaign Preparation

– Goal of the Campaigns

– How to Target Campaigns

– Determine Campaign Programs

– Define Campaign Responses

– Define Campaign Access

Agenda
• Campaign Execution
– Build Campaign
– Campaign Tools
– Campaign Members
– Mass E-mail

• Campaign Tracking
– Campaign Responses
– Campaign Measurement

Campaign Execution
Build campaign: Include key fields for tracking
Tips & Tricks
Have a naming convention: e.g.
EMEA – FY08Q3 – Success Tour -
Brussels

Tips & Tricks
Update the Type picklist field and
keep the total number of values to
no more than 10 and include
general types

Tips & Tricks
Define your lead source
values so they tie back
to budget

Tips & Tricks
Tie campaigns together
with the “Parent
Campaign” field

Campaign Execution
Build campaign: Categorizing for campaign
measurement
• Products and services
– Create a campaign picklist field for Product or Focus Area
• Advertisements and publications/media
– Create a picklist field for Ad Type with values such as Magazine,
Newspaper, Online, etc.
– Create another picklist for specific publication so you can report on
both levels
• Agencies creating materials
– Track which agencies are tied to your successful campaigns by
creating a Creative Source or Creative Piece picklist field
• Offers made in campaigns
– Track the different types of high-level offers (e.g. whitepapers,
demos, web seminars) to track overall effectiveness

Campaign Execution
Build campaign: Set up member response status values

Campaign Execution
Build campaign: Set up member response status values

Tips & Tricks
Member Status tells Sales exactly
what their prospect or customer
did

Tips & Tricks

You can have more than one
“Responded” value!

Tips & Tricks
# Responses metric is the sum of
all members with a status
checked as “responded”

24

Campaign Execution
Build campaign: Understand statistic calculations first!
1) Total Leads = SUM of all leads 2) Total Contacts = SUM of all
associated with this campaign contacts associated with this
 Includes converted leads that you campaign
can’t see in the app  # Contacts will decrease if two
 # Leads will decrease if two lead contact records are merged, or if a
records are merged, or if a lead is contact is deleted
deleted

4) Total Responses = SUM of all
visible records associated to this
campaign that have a member
3) Converted Leads = SUM of all leads status with the “Responded” box
associated with this campaign that checked
have been converted to a contact
** Best metric for success of
 Includes leads converted to new or
campaign – when member
existing contacts statuses are set up correctly!

Campaign Execution
Build campaign: Understand statistic calculations first!
1) Total Value Opportunities = 3) Budgeted Cost = Amount of money
Calculated field for the amount of budgeted for the campaign
all opportunities associated with  This field is not required to
this campaign incl. closed/ won calculate the ROI of the campaign
 For organizations using multiple
currencies, amounts are converted
to campaign currency
 Does not include opportunities
that influenced campaign
4) Actual Cost = Amount of money
spent to run the campaign
2) Total Value Won Opportunities =  Field needed to calculate ROI
Calculated field for total amount of
** The ROI is calculated as the net
all opportunities associated with
gain (Total Value Won
the campaign hierarchy, including
Opportunities - Actual Cost)
closed/won opportunities
divided by the Actual Cost. The
 All campaigns in a hierarchy must ROI result is expressed as a
use the same currency percentage.

Campaign Execution
Build campaign: Understand statistic calculations
first!
The Campaign ROI Analysis Report calculates
the return on investment and average costs
for your campaigns

Tips & Tricks
Be sure to fill out the Actual Cost
field so your ROI will be
calculated for you

Campaign Execution
Build campaign: Consider using Campaign Hierarchies
• Campaign hierarchies provide a powerful
categorization tool that enables you to
analyze/report on the health of your related multi-
channel, integrated campaigns
– It is important that marketing managers use a
Parent Campaign1 to tie these elements together
and enable reporting across all tactics
Tips & Tricks
Example: The naming convention should
include the quarter and fiscal
year of the campaign

Campaign Execution
Build campaign: Consider using Campaign Hierarchies
• When using Parent Campaign, you can see the whole picture!

Campaign Execution
Build campaign: Consider using Campaign Influence!
• Because opportunities are usually influenced by more than one campaign, the
campaign influence feature allows you to manually or automatically associate
multiple influential campaigns to a single opportunity
– Enable Campaign Influence for automatic association
– Configure Time Frame and/or Association Rules
• Influential campaigns are automatically added to opportunities when a campaign is related to a contact that is
assigned a contact role on an opportunity prior to the close date of the opportunity
• Campaign Influence Time Frame, if specified, is the maximum number of days between the campaign first
associated date and opportunity created date. Campaigns associated to a contact prior to this timeframe will
not be considered influential
– Add the Campaign Influence related list to Opportunity Page Layout
– Primary Campaign Source on Opportunity is the “most” influential
• When Lead is converted, their campaign is automatically inserted into this field
• If the Lead is linked to multiple campaigns, most recently updated member status wins
• Can update field manually or through Campaign Influence related list

Campaign Execution
Build campaign: Best practices for Campaign Influence
• Consider the following rules when setting up and
using Campaign Influence:
– Add Contact Roles to your Opportunity page layouts
– Instruct Sales to add key contacts in Contact Roles
associated to their deal so campaigns are
automatically correlated
– If using Sales to send e-mail templates for a specific
Campaign:
• First, ensure you have a good Contact de-dupe strategy
• Instruct Sales to send e-mail from Contact record but change
the “Related To” to Campaign and include the name so it’s
easy OR just ask Sales for their top Contacts and you do the
work!

Campaign Execution
Campaign tools: Set up HTML E-mail Templates

E-mail Templates are easy to set
up!
 Set up your Letterhead to
standardize the look and feel of
HTML email templates
 Include graphics through the
Documents tab

Campaign Execution
Campaign tools: Start off with a unique landing page using Web-2-Lead

Web-to-Lead

Tips & Tricks Tips & Tricks
Key fields are hidden like Campaign Brand the form to match the offer
ID, Member Status, Product Line, they received and keep your fields
Lead Source, etc. short

Tips & Tricks
Leverage Apex code to assist with
With Web-to-Lead, you can gather information from your
de-duping before creating Lead company’s website and automatically generate leads.
Web-to-Lead form can be used for contact me requests,
record in Salesforce registration pages, or campaign landing pages. De-duping
Web-to-Lead Form
logic can be included!

Campaign Execution
Campaign members: Mass add Campaign Members

Note: You can use other import sources!

Tips & Tricks
Salesforce provides a variety of ways in which you can
When adding NEW members via manage the leads, contacts, and person accounts that you
are targeting with your campaigns. You can choose which
importing a file, it’s important to method to use based on your business needs; for example,
have a de-dupe strategy you can add and update up to 50,000 campaign members
Manage Members
at a time through lead or contact.

Campaign Execution
Mass Email: Consider using email marketing partners
Tips & Tricks
You can send mass email to a
maximum of 1000 external email
addresses per day, consider our e-
mail marketing partners

Email Marketing Partners

Tips & Tricks
Consider an Email Marketing Task
Force to ensure customers and
prospects are not being emailed
too frequently

Campaign Tracking
Campaign responses: How does one respond?

Phone/Telemarketing

Search Engine/
Google Ad Words

Website
Website Response
PR/Events

Individual
Response
Manual
Update
Email
Mass
Events
Update
Tips & Tricks
Set up the processes you need
each response channel to follow
for your Call to Action

Individual
Manual
Campaign Tracking Update

Campaign responses: Individual manual update

1. Search for Lead or Contact, update status

2. Add Lead to Campaign

For campaigns that elicit responses one-by-one, for
3. Pick correct Member Status example, via a phone call to a sales rep, you can manually
link a contact, lead, or person account to a campaign and
update that individual’s campaign status. Any user can do
this via the Campaign History related list on a contact, lead,
Campaign History
or person account.

Mass

Campaign Tracking Update

Campaign responses: Mass update

Tips & Tricks
Salesforce provides a variety of ways in which you can
When adding members via manage the leads, contacts, and person accounts that you
are targeting with your campaigns. You can choose which
importing a file, it’s important to method to use based on your business needs; for example,
have a de-dupe strategy you can add and update up to 50,000 campaign members
Manage Members
at a time through lead or contact.

Campaign Tracking
Campaign measurement: Salesforce campaign reports

• Utilize the 8 standard pre-built Campaign Reports
• Customize your own!

Campaign Tracking
Campaign measurement: Salesforce e-mail campaign report with integration

Campaign Tracking
Campaign measurement: Measure overall campaign effectiveness

Campaign Tracking
Campaign measurement: Proven customer success

Measuring and Improving Business

Reduced time for
Reduced time for
100% increase in lead
100% increase in lead preparing email
preparing email
conversion rate.
conversion rate. campaigns by 95%.
campaigns by 95%.

Campaign
Campaign
Lead Analysis
Revenue
Management

Went from managing 1
Went from managing 1
Increased lead conversion
Increased lead conversion to 16 simultaneous
to 16 simultaneous
by 400%.
by 400%.
Campaign ROI Lead Tracking campaigns.
campaigns.
Leads Analysis

“40 percent reduction in time to “Increased lead generation by 20 “40 percent reduction in time to
build email marketing sends” percent and reduced follow-up time build email marketing sends”
by 50 percent”


Make searching data and interacting with the results of With Salesforce you can create email templates for
your searches simple, smooth, and highly effective. Inline common emails such as web-to-lead responses, sales
paging and sorting features simplify the task of working prospecting, announcements, and internal workflow. You
with large sets of search results. Powerful filtering and Email Templates can even personalize parts of the email with information
scoping functions narrow searches and results. from the contact or account record.
Search Customization options enable users to design search
results layouts that are tailored for the way they work.
Plan and execute email campaigns targeted at prospects
and customers. Enterprise Edition customers can send 500
Outlook users enjoy high levels of productivity with Apex
emails per mass mailing, while Unlimited Edition customers
Connect Outlook—formerly called Outlook Edition—which Mass Email can send 1,000 emails per mass mailing. Salesforce can
makes it easy to synchronize important customer data
also integrate with third-party marketing solutions and
between two commonly used applications. With Connect
offers out-of-the-box integration with several top email
Outlook 3.0 in Spring ’07, productivity for Outlook users
Connect Outlook marketing vendors.
gets another boost with several enhancements. Users can
add emails with attachments, create contacts and leads
directly in Outlook, and create relationships between
calendar events and associated objects such as accounts
 Evaluate the success of email campaigns with integrated
response tracking and easy monitoring of key campaign
and opportunities. metrics, such as whether recipients open the messages,
Email Tracking when they open them, and more.
You can set up a Web-to-Lead form to capture contact me
requests from your company’s website. With a lead de-
dupe solution you can automatically route those requests The ability to easily import data into Salesforce is one of
to the person who owns the account. the application's key benefits. Import excel worksheets or
Web-to-Lead Form CSV (comma separated value) files. Map the information to
leads, contacts, accounts, solutions, and custom objects.
Search Import Tools on Salesforce Community for more
With computer-telephony integration (CTI) capabilities, you Import Wizard
information.
can directly integrate your telephone network into
Salesforce and access it entirely through the familiar,
browser-based Salesforce interface. With the combined
power of CTI and the new Salesforce Console,
CTI Integration salesforce.com delivers unlimited productivity to your call
centers.

Running a campaign

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