Search Content


Content Categories



Best Practices in Campaign Management

Now that we’ve covered the basics of how campaign management works in Salesforce how do you get the most bang for your buck? Here are some suggestions to get you started:
  • Naming Conventions. A must-have for any organization running a lot of campaigns. The campaign name is what appears in search so you want it to be unique and easy to identify. Campaign names should be structured in a consistent manner so they are easy to decipher by people outside of marketing. For example: Program - Tactic - Audience - Quarter
  • Add custom fields to campaigns that align to key metrics. You may want to know how your programs perform by offer or by tactic (email, web promo, etc). Add these as custom fields to your campaign so you can report on them later. If these metrics are key to decision making in your organization be sure to make them required fields.
  • Use the active flag on campaigns with purpose. There are 2 reasons why campaigns need to be active. The first reason, is so you can run the super secret “Campaign Call Down” report. The second reason is so your sales team can find the campaign name from the lookup on leads and contacts and manually add the campaign to the campaign history. If you have thousands of active campaigns, this look-up view for your sales reps gets pretty muddy and decreases the likely hood     they will use it, so try and keep your active flags up to date. (Tip: In the Winter ‘08 release you will be able to run the campaign call down report on both active and inactive campaigns removing the necessity to have campaigns active for reporting purposes only)
  • Create a section on your campaigns for follow up. This is a great way to communicate to your sales reps or inside sales teams what the appropriate follow up is for each particular campaign. This section could contain key messages, any email templates that should be used for follow up, etc. This way an inside sales person can simply click in to the campaign, and easily identify what their next steps should be.

Inside_sales_follow_up_3

  • Standardize your member status values. Reporting across campaign membership can be difficult without consistency. Maintaining standard values will allow you to compare the performance of your programs against each other. Some example status values are:
    • For web promotions set the default value to “Responded”
    • For events and webinars set the default value to “Registered” with additional values for “Registered – attended” and “Cancelled”.
    • For email marketing set the default value to “Responded”
  • If you don’t have it already, install the “Campaign Membership” web link from AppExchange. This web-integration link on the campaign detail page pulls up the “Campaign Call Down report I referred to earlier and allows you to see all of the campaign members (both leads and contacts) in one report. If you don’t have this already, install the link off the AppExchange here: https://www.salesforce.com/appexchange/detail_overview.jsp?NavCode__c=&id=a0330000000j5OdAAI

Call_down_report_2

 


Related Social CRMs Articles

Draw Perfect Shapes using Dabbleboard


Dabbleboard is an awesome online whiteboard tools that turns your random mouse scribbles into perfect shapes. For instance, if you like to add a rectangle or oval on to the dashboard, just draw an approximate sketch with the mouse and Dabbleboard...

Read more about Draw Perfect Shapes using Dabbleboard...

Best Practices for Salesforce for Google AdWords


Search engine marketing is one of the most cost effective ways to generate leads which is why it is so popular with small and large business alike. Below are a few best practices to building a successful search engine marketing machine. ...

Read more about Best Practices for Salesforce for Google AdWords ...