Many people find it difficult to use salesforce campaigns. They can’t match the functionality with the campaign they want to run. They can’t tell whether the campaign was successful or not. Or the results simply don’t seem to make sense.
So here’s the best advice you can get on using salesforce campaigns effectively. Set the right Campaign Member status values for each salesforce campaign you run.
That might sound confusing but it’s not as difficult as you might think. In fact it’s pretty easy. But this vital function is not immediately apparent to anyone other than salesforce power users. That’s because it lies behind a button called ‘Advanced Setup’. Which, let’s face it, is guaranteed to put most people off.
But don’t be afraid to click this button. Because behind the door is the secret to the successful use of salesforce campaigns.
Relationship between Leads or Contacts and Salesforce Campaigns
Think about this for a moment.
Let’s say you’re running an email campaign. The purpose of this email campaign is to get the recipients to download a PDF from your website.
What’s the process you’re going to follow? First you need to decide which Leads or Contacts are going to be sent the email. Then you need to send the email. Then you want to record which people downloaded the PDF.
So how would you describe the relationship between each Contact or Lead and the salesforce campaign during this process?
Well, it’s going to vary over time. The relationship might be ‘Not Sent’ whilst you’re adding Leads and Contacts to the Campaign. You might change this to ‘Sent’ once the email has been delivered And ‘Downloaded’ might describe the relationship between the Campaign and each Lead or Contact that has chosen to download your PDF.
For everyone that has chosen not to download the PDF, the relationship can stay as ‘Sent’. (By the way, we have a blog post planned that will explain how to use salesforce campaigns to manage downloadable web content. Don’t forget to subscribe to be notified when this is published).
Let’s take another example. Say you’re running and event. This time there are additional ways to describe the relationship between each Lead and Contact and the salesforce campaign.
For example, ‘Not Sent’ might describe those people that you plan to invite, but have not yet done so. ‘Invited’ covers people that have been invited, but who have not yet responded. And ‘Attending’ describes people that say they will attend.
On the day of the event, you update the relationship between these people and the salesforce campaign. For example, the status of those Leads and Contacts that did indeed come to the event can be changed to Attended. People that said they’d come, but didn’t show up, can be changed to ‘No Show’.
So how do you do all this with salesforce campaigns? The answer is Campaign Members.
Salesforce Campaign Members Defined
A Campaign Member is the function that describes the relationship between an individual Lead or Contact and a specific salesforce campaign. It’s the object and page layout in salesforce where the ‘Status’ values that we used in our email and event examples are held.
Of course, one Lead or Contact can be linked to more than on Campaign over time. You may even have a Lead or Contact to be associated with several Campaigns at the same time.
Here’s how that looks:
In other words, there’s a separate Campaign Member record that describes the relationship between a Lead or Contact and each individual salesforce campaign.
What many people don’t realise is that different Campaign Member status values can be set for each salesforce campaign. And adjusting these values to suit the campaign, has many benefits:
- Up to date information. At any point in the campaign lifecycle you know how many Leads and Contacts are associated with the different Campaign Member status values. This means, for example, you know how many people you’ve invited to the event, and how many say they’re going to come.
- Lead and Contact specific information. Not only do you know the number for each campaign member status value, you know the specific people involved. This means you can tailor relevant communication. Only the people with the Campaign Member status of ‘Attended’ need receive a copy of the slides. You may choose to send Leads and Contacts with a Campaign Member status of ‘No Show’ a different post-event email.
- Campaign History. The relationship between each Lead and Contact and multiple Campaigns that you run over time can be tracked. This means you can drive business development and sales activity based on how each person responded to the various salesforce campaigns.
So it’s a shame that salesforce decided to place this valuable feature in such an intimidating place!
How to set Campaign Member status values
Here’s how you create the Campaign Member values relevant to each salesforce campaign.
Go to the Campaign. Click on the button marked Advanced Setup.
That takes you to the page you need to create the Campaign Member values. But before we do that, let’s take a quick look at the standard page layout.
The default Campaign Member values that salesforce provides for each Campaign are ‘Sent’ and ‘Responded’. These are not, unfortunately, the most useful values for all campaigns you might want to run in salesforce. And which also helps to explain why many people find this page confusing. Especially after they’ve just clicked on a button marked Advanced Setup.
So let’s start modifying them. In this example, we’ll set the Campaign Member values that we might need for an event we’re hosting.
Click on the Edit button.
Then replace ‘Sent’ with ‘Not Sent’. Replace ‘Responded’ with ‘Invited’. Use the Add More link to enter Campaign Member values of ‘Attending’, ‘Attended’, ‘No Show’ and ‘Declined’.
Before we click Save, let’s spend a moment on these columns: Responded and Default.
The Responded column is used to indicate the Campaign Member status value(s) that represent a successful outcome from the Campaign.
In our example, we’ve selected ‘Attended’. We could have selected more than one value (e.g. ‘Attended’ and ‘No Show’). But we’re saying that in this case, we only want to consider those Leads and Contacts with a Campaign Member status of Attended, as having had a successful outcome.
The number of Leads and Contacts related to the campaign that have a Campaign Member status of ‘Attended’, will automatically roll up to the Total Responses field on the campaign.
In other words, defining the relevant value for ‘Responded’ means you have an easy way to report on the success of the campaign.
Now for the Campaign Member Default value.
Let’s say you want sales people and account managers to decide who should be invited to the event. You ask them to go through their Leads and Contacts and associate the relevant people with the event.
Setting the Campaign Member default value to Not Sent, means that when sales people add their Leads and Contacts to the Campaign, the Campaign Member status of these members will be automatically set to ‘Not Sent’.
That’s better than the standard default of ‘Sent’. If you’re gathering the list of people to whom the invite should be sent, then you want to mark these Leads and Contacts as ‘Not Sent’. Only when the invite is actually delivered, should the Campaign Member status be updated to ‘Sent’.
Compare marketing campaign effectiveness
Setting the right Campaign Member status values for each salesforce campaign means we can run reports that compare the effectiveness of our various campaigns.
Where possible, use consistent Campaign Member status values for the same type of Campaign. For example, use Invited for all event Campaigns, rather than a mix of Invite Sent and Invited. That way you can easily compare the performance of different Campaigns.
Always set the right Campaign Member status values for each salesforce Campaign. You’ll be able to manage each campaign more effectively. You’re metrics will be more accurate. And you’ll be able to view the campaign history of each of your Leads and Contacts.
And that’s the best advice you’ll ever get on salesforce campaigns. Good luck!
Learn more about salesforce campaigns
It’s important to understand the difference between a Lead and an Opportunity in salesforce. And for a more strategic view on using campaigns to create a steady stream of sales-ready Leads try 6 Steps to Stop Sales People Complaining About The Quality of Marketing Leads.
For practical examples of how to use salesforce campaigns to boost revenue read 5 Compelling Ways to Use Salesforce Campaigns.