Salesforce is a powerful tool for tracking and measuring marketing effectiveness. In this presentation, you'll see how you can leverage Campaigns to track marketing activities, tactics, and ROI.

1. Make Smarter Marketing
Decisions with Salesforce
October 2014

2. Presenter Moderator
Stacy Jacobs
Salesforce Rock Star,
Alternative Technology
Solutions
Laura Monn Ginsburg
Director of Marketing,
Alternative Technology
Solutions

3. About Alternative
Bringing the best of the cloud to manufacturers™
 Salesforce Cloud Alliance Partner
 700+ manufacturer customers and growing
 300+ Salesforce platform implementations
 9.7/10 Customer satisfaction rating
 98% Customer Retention Rate
 75+ associates plus global partner network
 21 Salesforce Certified consultants
 Average 8+ years ERP or Salesforce experience
and 15+ years manufacturing experience
 HQ in Aliso Viejo, California
 Support Service Center in Indiana
 Consultants located nationwide

4. Product Solutions
iQ Configure, Price, Quote Application
• Native Force.com application, seamlessly integrated to
Salesforce
• Makes creating complex and configured product quotes
fast, easy, simple, and social
Connect
• Brings data together (Salesforce and back-end ERP, e.g.)
• Fully automates data transfer so that every platform has
the same information

5. Perk of Attending this Webinar
Free 1-hour Marketing
Assessment
• Schedule with Stephanie
Mountain:
smountain@alttechsolutions.com

6. See you at Dreamforce!
Alternative will be in
the Manufacturing
Industry Showcase
located in the
Gateway Ballroom of
Moscone South
Salesforce experts,
custom demos, and
great giveaways!

7. Wednesday, October 15, 5-8 p.m.
‘wichcraft: 868 Mission Street
Exclusively for manufacturers and distributors
RSVP at info.alttechsolutions.com/dreamforce

8. Agenda
Prepare Campaigns
Execute Campaigns
Measure Campaigns
Strategize Campaigns
Q&A
Strategize

9. Overview of Campaigns
• Any initiative used to drive new Leads and
Revenue
• Campaign Management is a series of marketing
tactics and programs designed to achieve a
specific goal
• Campaign Members are comprised of Leads
and Contacts (existing or new)
• When set up correctly, easily calculate Return
on Investment (ROI)

10. Overview of Campaigns
• Evaluate and strategize your initiatives – make
more effective marketing decisions towards
your bottom line
• A Campaign is a powerful tracking tool for all
levels of marketing tactics
• Examples:
• Email
• Advertising
• Trade Shows
• Social Media
• Telemarketing
• Events
• Website
tracking/forms

11. Preparing Your
Campaign
Strategize

12. Preparing Your Campaign
Define:
1. A measurable goal
2. Your campaign members
3. A response
4. Any applicable response actions

13. Four Steps to Campaign Preparation
1. Define a Measurable Goal
• Acquire new customers
• Increase event
attendees
• Obtain more leads than
last month
2. Define Your Campaign
Members
• Start with members
• Existing customers
• Existing leads
• Purchased list
• Start without members
• Obtain new leads

14. 2. Define Your Campaign Members
• Leads
o Leads are the starting point for any potential
customer or influential relationship.
o Track your lead sources.
o Do not require an account.
Tip: Keep options for ‘lead source’ simple/generic. Utilize campaigns to get
more specific. For instance, ‘lead source’ is ‘Webinar’ and the lead is linked
to the ‘Webinar – Campaigns – 100814’.
Tip: Utilize leads to clean data before it enters your database. It’s the only
record type that has a native ‘find duplicates’ button.

15. Lead Conversion
Lead-Contact
& Company
Information
Account
Opportunity
Contact

16. 2. Define Your Campaign Members
• Leads
• Contacts
• Someone you have a
business relationship
with, someone you
know.
• Require an Account
Tip: Using Web-To-Lead, ensure that
campaign ID is being passed with
form submission. Become a
campaign member AND a lead.
Tip: Enforce end user to find
duplicates by removing the
convert button from page layout.

17. Recap: Campaign Preparation
1. Define a Measurable Goal
• Acquire new customers
• Increase event
attendees
• Obtain more leads than
last month
2. Define Your Campaign
Members
• Start with members
• Existing customers
• Existing leads
• Purchased list
• Start without members
• Obtain new leads

18. Four Steps to Campaign Preparation
3. Define a Response
• Every campaign has a
specific outcome.
Member status captures
this outcome.
4. Define Response Actions
• Define your campaign
member experience.
• What happens when a
member responds?
• What happens when a
member DOES NOT
respond?
 Sent
 Clicked
 Attended
 Registered
Tip: Well-defined member status values can make reporting easier, help sales
understand exactly what their prospect/customer did, and MOST
IMPORTANTLY help measure the success of the campaign.

19. Executing Your
Campaign
Strategize

20. Creating Your Campaign
1. Create your campaign record
2. Add campaign members (optional)
3. Ensure parent campaign is applied (define
a Campaign Hierarchy)

21. 1. Create a Campaign Record

22. 1. Create a Campaign Record
Tip: Establish a naming convention
(Type – Subject – Month/Year)
Tip: Keep ‘Type’ general and use
Campaign Name to get specific
Tip: Tie campaigns together with
“Parent Campaign” field
Tip: Require Start and End Dates –
Helps keep track of multiple efforts
happening at same time.
Tip: Create a workflow to automate
the check, and uncheck, of the
active box based on status

23. 2. Add Your Campaign Members
• On the lead/contact record
• Via a report
• On the campaign
• Via web-to-lead
functionality

24. 3. Define a Campaign Hierarchy
• Parent Campaign – Set up a hierarchy just
like Accounts (helps with reporting)
o Maintain two page layouts:
 1 for Parent: Add Hierarchy Fields on
Parent Campaign Page Layouts
 1 for Children: Only include ‘Parent
Campaign’ field on children page
layouts
Tip: Ensure the level of granularity on your hierarchy is something you are
committed to maintaining LONG TERM

25. 3. Define a Campaign Hierarchy

26. Measuring Your
Campaign
Strategize

27. Measuring Your Campaign
1. Benefits of a perfect hierarchy
2. Native Salesforce fields to utilize
3. Bottom line: Did you meet your goal?

28. Benefits of Perfecting a Hierarchy
• It’s ALL about ROI
o Reporting :
 Get the big picture
- “At-a-glance” view for executive reports
 Get the details
- Dive in to the details of what
campaigns out performed the rest.
Strategize based on results.
 Side-By-Side Analysis
- Ability to compare sibling campaigns

29. Campaigns Are All About ROI
• ROI is calculated:
• (Total Value Won Opportunities – Actual
Value) / Actual Cost)
• Only Opportunities with campaign listed as
the “Primary Campaign Source” AND is
closed/won are included in the calculation
Tip: Wherever possible, require Opportunity creation on lead conversion
OR require “Primary Campaign Source” field

30. Handy Native Fields to Utilize
Tip: Utilize two record types for campaigns, one for Parent and one for Child. Keep
your layouts clean and only place applicable fields on the applicable page layout.

31. Campaigns Are All About ROI

32. Campaigns Are All About ROI

33. Campaigns Are All About ROI

34. Get Results
 Stick to a naming convention
 Perfect your hierarchy
 Ensure Opportunities are related to a campaign
 Keep your lead sources simple/generic – get
specific with campaigns
 Enhance your end user experience and adoption –
Make it easy to use by maintaining two page
layouts (two record types) – Parent, Child

35. Q&A

36. Wednesday, October 15, 5-8pm
‘wichcraft: 868 Mission Street
Exclusively for manufacturers and distributors
RSVP at http://info.alttechsolutions.com/dreamforce

37. Next Steps
Free 1-hour Marketing Assessment
• Schedule with Stephanie Mountain:
smountain@alttechsolutions.com
Read more about the Alternative and Salesforce
on our blog:
• alttechsolutions.com/blog
Join us for upcoming webinars and events:
• alttechsolutions.com/

38. alttechsolutions.com