Unless you’re exceptionally lucky, every business has to put effort into creating new leads and sales opportunities.
But if you’re not using salesforce campaigns to measure and manage your marketing activities then the chances are you’re missing out on many benefits.
Using salesforce campaigns means you can:
- Compare the effectiveness of different marketing initiatives.
- Manage marketing activities more efficiently.
- Track the source of leads and opportunities.
- Make it easy for sales people to contribute to marketing activity.
- Drive sales activity based on the marketing history of each lead or contact.
This blog explains 5 examples of different ways you can use salesforce campaigns to achieve these benefits.
We explain how to use the campaign member status picklist values for each type of marketing initiative. This underutilised feature is the secret ingredient to using campaigns in salesforce successfully. It hides behind a button called Advanced Setup. Which is the reason many people are put-off from using it. But this simple and easy-to-use function adds huge value to your marketing activities.
Here’s what the campaign member function does.
It lets you accurately define the relationship between a Lead or Contact and a marketing Campaign at any point in the lifecycle of that campaign.
For example, let’s say you’re running an event. How could you describe the relationship between Leads and Contacts the Campaign that represents the event? How about Not Invited, Invited, Attending, Attended, No Show, Declined.
In other words, the Campaign Member describes the relationship between a person (Lead or Contact) and a single Campaign at any point in time.
It’s such a key concept that we’ve written an entire blog post about using Campaign Members. The rest of this blog post describes the different ways salesforce campaigns can be used and we’ve suggested Member values for each example.
So here are 5 ways you can use salesforce campaigns in your marketing activities.
1. Website Contact Us / Downloadable Content using Campaigns
Every business that uses salesforce should take advantage of the web-to-lead functionality on their Contact Us page.
Rather than asking potential customers to send an email, web-to-lead enables you to publish a form. The respondent details are automatically populated into salesforce as a lead.
This means the web site visitor can be automatically sent an email thanking them for their enquiry. It also means the lead can be immediately routed to the person best able to deal the new enquiry.
The same approach can be used for any downloadable ‘gated’ content on your web site. So, for example, if you offer a white paper, case study, presentation or other valuable material for download, create a web-to-lead form. Deliver the content in an auto-response email that is triggered when someone completes the form. It’s a great way of capturing the details of someone that’s interested in what you offer.
Use a salesforce campaign to manage the various web-to-lead forms (one campaign for each form). That way you’ll capture metrics on the number of people that have completed each web form or requested downloaded content. Associate any resulting opportunities to the campaign to gather valuable information on the contribution each form or content item makes to sales performance.
Suggested Member Status Values: Responded.
2. Christmas Cards / Christmas Gifts using Campaigns
OK it doesn’t need to be Christmas. But if you’re delivering any form of seasonal message or gift to a group of customers and prospects then using salesforce campaigns is a good way to do it.
Too often his sort of activity is managed on spreadsheets and email. If it’s a gift, sales people might be asked to nominate by email the people that should receive the gift. As with hospitality events, often a manager must approve or reject the nominations made by each sales person. Very quickly it becomes a time consuming muddle of emails and spreadsheets.
So instead, use a salesforce Campaign to manage the process.
Sales people add their Leads and Contacts to the Campaign, selecting a campaign member status of Proposed. Managers can easily review the list of people associated with the campaign, and update the campaign member status of each Lead or Contact to Approved or Rejected. When the greeting or gift is dispatched, change the campaign member status to Sent.
This also solves one other fundamental problem when it comes to Christmas gifts. Trying to find the spreadsheet that contains the list of people who received a gift last year!
Suggested Member Status Values: Not Sent (or Proposed), Approved, Rejected, Sent.
3. Business development initiatives using Campaigns
Let’s say you’ve a new product to launch. Or planning to visit a segment of existing customers to build or expand relationships.
Use a salesforce campaign to manage this targeted business development initiative. Link the Contacts that you plan to visit to the Campaign, and use the Campaign Member function to manage the series of meetings you intend to undertake.
Be sure to define a successful outcome from the initiative. Most likely it will be to generate sales. So link the Opportunities back to the campaign. That way you’ll have a clear view of the efficacy of the overall business development drive. You’ll also be able to clearly see which customers and prospects were involved the initiative.
Suggested Member Status Values: Awaiting Meeting Invite, Invited, Meeting Held, Declined.
4. Trade Shows using salesforce Campaigns
Unlike events that you host, in a trade show, you’ve no idea who is going to walk up to your stand next.
Typically the names of people visiting the stand are captured using a scanning device. At the end of the show, the organisers provide a spreadsheet containing the list of people that you’ve scanned.
Use a salesforce campaign to manage the trade show. Associated the list of people you’ve scanned to the campaign by importing the data using the Manage Member button on the Campaign page layout (select the option, Add Members – Import File). Set the Campaign Member status value to Attended.
The imported records will appear as Leads in salesforce.
Click the Find Duplicates button on each Lead to see whether the person already exists in salesforce as Lead or Contact. Use the Merge Leads or Convert button to de-duplicate against the existing Leads or Contacts. That way the Campaign History of the merged records will be combined and you’ll have a full view of marketing activity for each person.
Suggested Member Status Values: Attended.
5. Training courses using salesforce Campaigns
In many technical industries, it’s common practice for vendors to provide training courses that count towards the Continual Professional Development (CPD) of specialists in that field. Other companies run training courses as part of the chargeable range of products and services they offer.
But often, attendance at each course is recorded in a checkbox on the page layout of the Lead or Contact. This doesn’t reveal the date the person went on the course, which sessions they attended, or whether they passed any exam associated with the course.
Instead use salesforce campaigns to manage training courses.
Create the overall training course as a Campaign. Then create child campaigns for the physical delivery of each training course.
Record the attendance of Leads and Contacts at the training courses using the campaign member function. You can even create custom fields on the campaign member record to reflect certification information or other data relevant to the individual person’s relationship with the training.
This way, when you look at the parent campaign (the name of the training course) you’ll see summary information for all course attendees. Drill down to a child campaign and you’ll see the specific people that attended a particular training delivery.
Suggested Member Status Values: Not Invited, Invited, Attending, Attended, No Show, Declined.
So there’s a wide variety of ways to use salesforce Campaigns – dive in and get started! And as you’ve gathered from this post, it’s essential to get the right member picklist values correct in each case – so here’s where you can find more on how to use campaign member status picklist values.
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