CRM 101: Session 8: Everybody Says They Want to Use CRM for Marketing, but not many do...
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Discover how to get more out of your CRM’s marketing capabilities. Campaign management is more than just sending an email. Learn what other companies have done to automate their campaign management and how you can do it without breaking the bank or hiring an army of marketers.
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CRM 101: Session 8: Everybody Says They Want to Use CRM for Marketing, but not many do...
- 1. CRM 101 Everybody Says They Want to Use CRM for Marketing, but Not Many Do..."
- 2. Michelle Horn Director of Marketing Technology Advisors – www.techadv.com Starfish ETL – www.starfishetl.com michelleahorncrm Michelleahorn 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 2
- 3. SugarCRM for Marketing Campaign Analytics Mgmt Automated Data Store Processes Lead Collection Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 3
- 4. CRM Customer & Prospect Data Store Module Description Example Accounts Companies • Customers • Prospects Business Contacts Contacts at Companies • Customers • Prospects Business Leads Unqualified Prospects • Converted website visitors Semi-warm (Inbound leads) • Tradeshow handshakes • Referrals Targets Potential Leads • Purchased lists Super-cold • Tradeshow lists Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 4
- 5. Data Input and Segmentation • Understand YOUR segmentation 1 • Input Data Consistently 2 • Monitor Data Constantly 3 Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 5
- 6. What Are Your Segmentation Needs? Roofing Building Product Industry Materials Equip Rentals Location Size Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 6
- 7. Ensuring Data Consistency Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 7
- 8. How to Use SugarCRM for Marketing Setup Email Campaigns Campaign Measurement Web-to-Lead Analytics Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 8
- 9. Customize Menu for Marketing Default Marketing Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 9
- 10. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 10
- 11. Marketing Tabs Order Home Accounts Contacts Campaigns Reports Target Lists Opportunities Leads Targets Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 11
- 12. Email Setup The administrator must complete the following tasks: Set up outbound emails Specify a bounce- handling inbox Set up Scheduler jobs Run diagnostics Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 12
- 13. Scheduling Campaigns Run campaigns during quiet times Not during Sugar backups! Send emails in batches of 500 or less at 10 minute intervals to avoid spam filters Know what your ISP permits! Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 13
- 14. Email Campaign Overview Target List Email Template Tracker Test Execute Analyze Links Campaign Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 14
- 15. Target Lists Emails need to be included or excluded from a campaign List Type Description Example Default Campaign Targets Prospects, Leads, Customers Receive email and Targets Tracked Seed Receive email Internal employees and Not tracked vendors Test Receive test email Marketing team Not tracked Suppression Will not receive email Exclude handpicked leads Not tracked from a purchased list Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 15
- 16. How to Create a Target List - Manually Contacts Leads Targets Accounts *Create a test list of internal users Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 16
- 17. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 17
- 18. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 18
- 19. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 19
- 20. How to Create a Target Lists – With A Report (best practice) Targets Must be a ‘Rows Leads Accounts and Columns’ report Base User Contacts Module Module Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 20
- 21. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 21
- 22. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 22
- 23. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 23
- 24. Target Lists Modules Targets Leads Accounts Base User Contacts Module Module Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 24
- 25. Email Templates *Duplicate in Campaigns advance Email Template Email Email Email Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 25
- 26. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 26
- 27. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 27
- 28. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 28
- 29. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 29
- 30. Components of A Campaign Campaigns Tracker Links Target Lists Emails Emails Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 30
- 31. Create The Campaign Campaign Types Campaign Type Description Example Newsletter Recurring emails Monthly Newsletter - Weekly - Monthly - Quarterly - Annually Email Campaign One email Non-Email Based Non-email campaigns Radio, Direct Mail Campaign Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 31
- 32. Campaign Wizard Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 32
- 33. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 33
- 34. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 34
- 35. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 35
- 36. Tracker URL’s Links to external website or a .php file Must be created for each campaign Are case sensitive Plain text email: must manually add the opt-out link Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 36
- 37. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 37
- 38. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 38
- 39. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 39
- 40. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 40
- 41. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 41
- 42. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 42
- 43. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 43
- 44. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 44
- 45. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 45
- 46. Editing A Campaign Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 46
- 47. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 47
- 48. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 48
- 49. Test and Execute the Campaign Email marketing status = Active Send Test/Send Emails Select the Email…Send Check the campaign status Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 49
- 50. Email Time Bombs Note: The start date, start time and status in the email determine when the email is sent Important: Make sure that you have worked with you Administrator to schedule a job to send email campaigns Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 50
- 51. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 51
- 52. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 52
- 53. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 53
- 54. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 54
- 55. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 55
- 56. Completed Sends Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 56
- 57. Where’s the Beef? Let The Analytics Begin Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 57
- 58. Campaign Status Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 58
- 59. Campaign Analysis Top Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 59
- 60. Campaign Gold (Bottom Section) Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 60
- 61. Click-thru Links Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 61
- 62. Opt Outs Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 62
- 63. People Opted Out Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 63
- 64. Opt-Out Result Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 64
- 65. Lead Collection Manually inputting data is bad Use Web-to-Lead Forms Starfish ETL Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 65
- 66. Web to Lead Forms Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 66
- 67. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 67
- 68. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 68
- 69. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 69
- 70. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 70
- 71. Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 71
- 72. Marketing Analysis Let The Games Begin! Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 72
- 73. Lead Source Dashboards Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 73
- 74. Campaign ROI Dashboards Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 74
- 75. Customize It Custom reports that make a difference Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 75
- 76. Leads By Month Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 76
- 77. Missing Marketing Data Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 77
- 78. Closed/Won Opps by Lead Source Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 78
- 79. Additional Marketing Reports Total Click Thrus Specific Link Clicks Thrus New leads by Lead Source Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 79
- 80. Workflow Automation Examples Click Thrus for …X (eBook) Leads or contacts with missing data Automated Lead Routing Nurture Marketing Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 80
- 81. Technology Advisors’ Resources TAI SugarCRM Marketing Webcasts 4/18 Part I - Leveraging SugarCRM for Inbound Marketing (Recorded) 5/3 Part II - SugarCRM's Secret Weapon: Marketing Campaigns 5/17 Part III - Maximizing Sales Lead Management with SugarCRM Workflow Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 81
- 82. SugarCRM Resources Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 82
- 83. SugarCRM Marketing Add-ons Pardot LinkedIn LeadFormix Hubspot Social Inbound Marketing Media Constant Marketo InsideView Contact Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 83
- 84. Questions? Answers Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 84
- 85. Director of Marketing Technology Advisors – www.techadv.com Starfish ETL – www.starfishetl.com michelleahorncrm Michelleahorn Tweet: #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 85
- 86. Submit Session Feedback Select the SugarCon Mobile App: 1) Tap on this session 2) Tap on survey 3) Submit your feedback *Prizes for attendees who submit session feedback using the Mobile App 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 86
- 87. #SCON12 5/1/2012 ©2012 SugarCRM Inc. All rights reserved. 87
Notes de l'éditeur
- TAI sentence – SugarCRM Gold partner – doing CRM for 10 yearsSFETL sentence – Very slick Migration and Integration tool
- I like to tailor my presentation to my audience. Since this is on the 101 track, please give me an idea of your experience level.Can I please see with a show of handsCurrently using SugarCurrently using Sugar for marketingAnyone rocking their marketing with Sugar?Anyone evaluating Sugar?We all know that Sugar is a data store and I assume that most of you know that Sugar can do some workflow automation and lead capturing with the web-to-lead form. In this presentation, we are going to concentrate on the campaign mgmt and analytics.
- Describe each moduleMost people don’t use Targets, but I like the idea of keeping super cold leads separate. If you are going to use Targets, I would add a lead source field to Targets module and then when they are converted to leads, carry over the lead source.Is anyone using targets?Construction industry list
- Slice and dicePlay catch up and have to clean-up dataHow would you like to ideally target your leads? Slice and DiceIf you are going to build campaigns around specific sets of data, then make sure that you are capturing on inputting that data necessary.Product*Industry*Location
- Required Fields Missing Data Reports – you would be amazed at how things tighten up when there is a light shining on them. Are you going to fire someone for continuously not having data in, no, but they will not want to hear you bitch.
- Since we are trying to fit a ton of information into a small time frame, I am not going to do a live demo. I am going to show screen shots with filled in data so that I can move at the speed of light. That way I don’t need to worry about typing mistakes, clicking on the wrong thing or any other snags that the demo god wants to throw at me
- Use the resource guideThe administrator must complete the following tasks:•Set up outbound emails to enable you to send out email campaigns, and specify the number of campaign emails in each batch.•Specify a bounce-handling inbox to route campaign emails that bounce back to you. Bounced emails contain specific identifiers that set them apart from emails that are responses from your targets.•Set up Scheduler jobs to process nightly mass email campaigns and bounced campaign emails.Running Campaign DiagnosticsExecuting an email campaign or a newsletter campaign involves several steps, some of which can be performed only by your administrator. The campaign diagnostic tool enables you to check if all pending administrative tasks have been completed before you attempt to launch the campaign.To run diagnostics1. From the Campaigns tab, select Diagnostics.Sugar displays the Campaign Diagnostics page on the screen.If the email settings and a bounce-handling inbox have not been configured, warning messages display on this page. Contact your administrator to complete these tasks.2. To perform the diagnostics again, click Re-Check.
- More resources at the end on this
- OverviewWho in here has created campaigns?Campaigns are comprised of 1,2,3I think it is easier to do the Target List and Email Templates first and then build the campaign
- Suppression – Construction 20 companies that you are already talking to. Include them in the construction list but exclude them from a different campaign.
- Target lists from reports are the best practice because they are dynamic. Make your reports favorites to make life easier for youUse a % when searching for anything
- Once you click on the link, the contacts/leads are added
- You can have
- I could have people from each module in one target list
- Because the Tracker URL’s are specific to each campaign
- Can be done through Emails or campaigns
- For email campaigns, you can embed images to your email templates instead of sending them as attachments to prevent the email from being reported as spam. For more information on attaching images, see Creating Email Templates
- For email campaigns, you can embed images to your email templates instead of sending them as attachments to prevent the email from being reported as spam. For more information on attaching images, see Creating Email Templates
- Because the Tracker URL’s are specific to each campaign
- When you use the Campaign Classic option, you are creating a campaign record but you are not completing related tasks such as specifying the email settings. For more information on creating a campaign using the Classic option, see Creating a Campaign.When you use the Campaign Wizard, it guides you through the process of creating the campaign as well as completing related tasks.
- Do not hit create here or it will give you the entire form
- If you get here and realize that you don’t have a list or email created, you can right-click and open an duplicate tab and add what ever you need.If you hit cancel now, you will lose everything up to this point
- If you want to add another target list, click the select button again and add another target list.
- If you select an email template and edit it, you will be editing the original. You cannot duplicate an email template once you are in the wizard.
- Hitting finish now drops you into the campaign that you just created.
- I assume that clicking on the full form should take me to the full form. I actually have to close the window to see the full form behind it.
- Don’t wait until you needed to send out your campaign 2 days ago.
- Positive ImpactsProvide detailed views into campaign effectiveness across marketing and sales stagesDefine campaign routing and approvals to ensure buy-in across the organizationBenchmark campaigns to understand which ones produce the most revenueTrack delivery, open, and click-through percentages of email campaignsInclude opt-in and opt-out links to email campaignsTrack campaign ROI by linking opportunities to specific campaigns
- You can drill down on these graphs.
- You can drill down on these graphs.
- You can still send an email directly, but anyone with an opt-out will not be included in campaigns.
- Last name is always required
- I track the total leads by month and then I also track a specific type of lead by month.