2. What is a Salesforce Campaign?
A “Campaign” can mean something very different
to every marketer:
• Lowest level of marketing tactics (an individual
email)
• A culminating event like a trade show, including
all supporting tactics (email, sponsored dinners,
booth participation, etc.)
• Highest level of organization and measurement
(an overarching category including hundreds of
sub-campaigns & tactics)
3. Parent & Child Campaigns
Leveraging a campaign hierarchy ensures the
right level of granularity for all types of
campaigns and tactics
Child (Tactic)
Parent (Event)
Grandparent (Category) Q1 2014
Webinars
Buyers
Persona
Webinar
Email Social Web
Lead
Nurturing
Webinar
Email Social Web
4. Tips for Setting up a Campaign
Hierarchy
• Ensure that the level of granularity is
something you are committed to maintaining
long term
– For example, if you are rolling up campaigns based
on Fiscal Year, any ongoing campaigns will have to
be re-created for each fiscal year / fiscal quarter
• In this instance, it might be easier to have a separate
“Ongoing Campaigns” part of the Hierarchy OR
• Instead of rolling up based on fiscal year, roll up based
on Campaign Type / Category
5. Tips for Setting up a Campaign
Hierarchy Here’s an example of
a campaign
hierarchy where all
Website forms are a
Salesforce Campaign
that gets re-created
each fiscal quarter.
This might be
difficult to maintain
as you’ll need to
remember to update
these each quarter –
including processing
steps / integration
rules/ smart
campaigns, etc..
6. Tips for Setting up a Campaign
Hierarchy
• Pay attention to naming conventions. A
standardized taxonomy helps users
understand a given lead’s campaign history
more readily.
• Ensure the “Parent Campaign” field is
available on the Campaign page layout
• Populate the “Parent Campaign” field with the
next highest campaign in the hierarchy to
ensure proper roll-up
7. Tips for Setting up a Campaign
Hierarchy
• Add Hierarchy Fields & Campaign Hierarchy
Related Lists to Campaign Page Layouts
8. Advantages of Using a Hierarchy
• Go straight to the big picture
– Simple, at-a-glance executive reports leveraging the “Hierarchy
Total” fields. Allows executives to see how many overall
campaign responses and how much revenue each campaign
category brought in. (e.g., How many responses and how much
revenue did our Q1 campaigns bring in?)
• Drill-down to the details
– By setting up a hierarchy based on category, event, and tactic
each of these levels can be measured and analyzed (e.g., How
much revenue did our website bring in?)
• Perform side-by-side analysis
– Compare sibling campaigns. (e.g., Do webinars have a larger ROI
than tradeshows? Out of all the tradeshows we went to this
year, which ones had the highest ROI?)
9. Campaign ROI
• (Total Value Won Opportunities – Actual Cost)
/ Actual Cost
• Opportunities are only included in Campaign
ROI calculations if:
– The campaign is listed as the opportunity’s
“Primary Campaign Source”
– The opportunity is Closed/Won
10. Primary Campaign Source
• This is the last associated campaign on a lead
prior to lead conversion OR the last associated
campaign on a contact
• Important Notes:
– This field does not get populated automatically if
creating an opportunity from an account
– Best Practices:
• Wherever possible, enforce opportunity creation on lead
conversion
• If this isn’t possible, require the “Primary Campaign Source”
field on opportunities. Train Sales how to use it – if the exact
Campaign Source is unknown, selecting the grandparent
campaign can at least help in high-level roll-ups
11. Campaign Influence
• Because opportunities are usually influenced
by more than one campaign, “Campaign
Influence” can be set up to automatically
associate multiple influential campaigns to a
given opportunity
• To setup campaign influence navigate to:
Setup > Customize > Campaigns > Campaign
Influence
13. Reports
• Roll-Up View on an individual / parent campaign
• Canned Reports: Campaigns Tab
– Campaign ROI Analysis: Calculates
ROI and average costs for your
campaigns
• Can include campaign-hierarchy stats
– Campaign Member Analysis: Summarizes information
about who has responded to campaigns
– Campaign Revenue Report: Analyze which
opportunities have resulted from campaigns
14. Reports
• Report Builder
– Campaign Leads or Campaign Contacts: reports to list the leads
/ contacts associated with your campaigns
– Campaigns with Influenced Opportunities: to view opportunities
that have been influenced by multiple campaigns
– Campaigns with Leads and Converted Lead Information: to view
lead lifetime information sorted by a campaign or campaigns
– Campaigns with Campaign Members: create a report that
contains information about leads and contacts on multiple
campaigns
– Campaign Call Down: view contacts AND leads for a specific
campaign
15. Salesforce Campaign Consulting
As a certified Salesforce Consulting Partner, Lead Lizard can help
you leverage Salesforce to intuitively match your business
processes. Looking for a customized audit, strategic consulting,
systems integration, reports and dashboards, or training? We can
help you get the most from Salesforce. If you want to know more,
reach out to us at info@leadlizard.com.
16. About Us
Lead Lizard is a marketing automation agency focused
on helping our clients get the most from their demand
generation tools. We help enterprises develop
strategic and tactical marketing campaigns designed to
optimize use of marketing automation and CRM
systems.
