10 Things Marketers Should be
Doing in Salesforce (But Aren’t)
Presented by
Cathy Otocka of MTI Solutions &
Consulting
&
H...
10 Things You Should Know
 Master the Basic Concepts/Understanding Campaign Influence
 Build Campaigns
 Role of the Con...
A little about me
 Functional expertise in sales/marketing/finance
operations
 10 years of experience with salesforce.co...
Ground Rules
Don’t
 Think you are smarter than Salesforce
 Try to rebuild the Campaign connections in
Salesforce
 Chall...
Mastering the Basics
Salesforce Terms
Campaign – Marketing Program
Lead – Salesforce record that is a person. Not to be co...
Campaign Influence Settings = 6
months
Nov
2012
• Cathy is added to the database from DiscoverOrg
• Contact Lead Source = ...
Campaign Influence Settings
Aug
2013
• Cathy stops by Tradeshow booth
Sept
2013
• Cathy downloads analyst brief
Oct
2013
•...
Building a Campaigns
Campaigns = records that represent your marketing
programs
 Include $$
 Types and hierarchies make ...
Campaigns
Campaign Members = Participants
Member Statuses can be customized
Standardization of statuses is IMPORTANT
Sampl...
Example Campaign Hierarchy
2013 Campaigns
Webinar
Webinar #1
Webinar #2
Webinar #3
Tradeshows
Tradeshow#1
Tradeshow#2
Trad...
Role of the Contact
Contacts and Leads are members of campaigns
 Allow you to relate opportunities to campaigns
 Associa...
Role of the Contact – cont-
 Contacts get associated with Opportunities via
the CONTACT ROLES related list
 Designation ...
Lead Source v. Primary Campaign
Source
Lead Source – The Campaign that FIRST brought
the name into the database
 Added to...
Analytics
Key elements are easily measured when ALL your
programs and data adhere to this
structure/process
Complete view ...
Analytics – cont -
Uncover:
1. How many campaigns does the average person
respond to during the sales cycle?
2. Which camp...
Clean data has to be a priority
How the data ends up in Salesforce is essential to its
usefulness
 33% of sales/marketing...
Graphic of org chart I drew
Why “Leads” Ruin Your Analytics
 Leads “database” is a separate from the
Accounts/Contacts database
 Sacrifice cohesive ...
The Myth of “Conversion”
 The core of most marketing metrics hinges on
the grey “convert” button in Salesforce
 Artifici...
Key Takeaway Points
 Organize your Campaigns well
 Make sure a contact is attached to each
opportunity
 Clean, well org...
Questions and Follow Up
 Cathy Otocka –
cathy.otocka@misstheiceberg.com
 Henry Schuck – hschuck@discoverorg.com
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10 things marketers should be doing in salesforce (but aren't)

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The foundation of measuring marketing's effectiveness hinges on being able to tie EVERYTHING to reveue. Understanding the intricacies of how Salesforce.com is organized will help you wow your management and the C-Level Suite with data driven insights and measurable results. A well executed integration with Salesforce.com can help you answer the Age Old question - which campaigns are working and which ones aren't.

Presentation covers:
Mastering the Basics- Role of the Contact - Building Campaigns - Tracking Lead Source - Importance of the Primary Campaign Source - Campaign Influencers - Understanding the Analytics - Myth of Leads v. Contacts - Importance of GOOD DATA - Rigorous data hygiene protocols

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10 things marketers should be doing in salesforce (but aren't)

  1. 1. 10 Things Marketers Should be Doing in Salesforce (But Aren’t) Presented by Cathy Otocka of MTI Solutions & Consulting & Henry Schuck of DiscoverOrg
  2. 2. 10 Things You Should Know  Master the Basic Concepts/Understanding Campaign Influence  Build Campaigns  Role of the Contact  Tracking primary Lead Source  Importance of the Primary Campaign Source  Understanding the Analytics  The myth of Leads vs. Contacts  Importance of good data  Rigorous data hygiene protocols  Key takeaways
  3. 3. A little about me  Functional expertise in sales/marketing/finance operations  10 years of experience with salesforce.com  Irrationally passionate about marketing analytics
  4. 4. Ground Rules Don’t  Think you are smarter than Salesforce  Try to rebuild the Campaign connections in Salesforce  Challenge the structure of the data Do’s  Be smart about interpreting the metrics to make them actionable
  5. 5. Mastering the Basics Salesforce Terms Campaign – Marketing Program Lead – Salesforce record that is a person. Not to be confused with a Prospect Lead Source – A field on the contact and lead. Name of the Campaign that brings that name into the SF for the very first time. A field on the Opportunity Primary Campaign Source – Last Marketing Campaign the contact participated in when the opportunity was created. Campaign Influence – All of the campaigns that the contact participated in during the influence period
  6. 6. Campaign Influence Settings = 6 months Nov 2012 • Cathy is added to the database from DiscoverOrg • Contact Lead Source = DiscoverOrg Dec 2012 • Cathy Participates in an Webinar – not part of the influence March 2013 • Cathy downloads a whitepaper July 2013 • Rep creates an opportunity in SF • Sets Primary Campaign Source = Whitepaper
  7. 7. Campaign Influence Settings Aug 2013 • Cathy stops by Tradeshow booth Sept 2013 • Cathy downloads analyst brief Oct 2013 • Cathy becomes an Opportunity – Closed Won! Nov 2013 • Cathy attends Customer User Group – Not part of the influence
  8. 8. Building a Campaigns Campaigns = records that represent your marketing programs  Include $$  Types and hierarchies make analytics easier
  9. 9. Campaigns Campaign Members = Participants Member Statuses can be customized Standardization of statuses is IMPORTANT Sample Campaign Status for Webinars Default status – Invited Responded status – Registered Responded status - Attended
  10. 10. Example Campaign Hierarchy 2013 Campaigns Webinar Webinar #1 Webinar #2 Webinar #3 Tradeshows Tradeshow#1 Tradeshow#2 Tradeshow#3 Downloads Whitepaper #1 Whitepaper #2 Whitepaper #3
  11. 11. Role of the Contact Contacts and Leads are members of campaigns  Allow you to relate opportunities to campaigns  Associate pipeline and closed won $$$  Without Contact you lose mechanism for accurate ROI metrics
  12. 12. Role of the Contact – cont-  Contacts get associated with Opportunities via the CONTACT ROLES related list  Designation of PRIMARY contact is relevant to the PRIMARY CAMPAIGN SOURCE  Salesforce can be configured in several ways to ensure that a contact is attached to each opportunity
  13. 13. Lead Source v. Primary Campaign Source Lead Source – The Campaign that FIRST brought the name into the database  Added to the records at the time of entry into the database either by marketing, the end user or by data integrations  Lead source on Opportunities should be discontinued when you adopt the use of Campaigns Primary Campaign Source – The LAST Campaign before an Opportunity  Will be populated by salesforce.com. Should NOT be something chosen by an end user
  14. 14. Analytics Key elements are easily measured when ALL your programs and data adhere to this structure/process Complete view of the funnel Campaign Participants Campaign Respondents # of Opportunitie s Created Won
  15. 15. Analytics – cont - Uncover: 1. How many campaigns does the average person respond to during the sales cycle? 2. Which campaigns are effective:  Bringing new names into the database – Lead Source  Which start sales cycles – Primary Campaign Source
  16. 16. Clean data has to be a priority How the data ends up in Salesforce is essential to its usefulness  33% of sales/marketing professionals expressed data accuracy as their biggest concern  58% of users rely on Sales team to keep CRM data current No Duplicate Accounts and Contacts is essential  Every product you use that integrates with salesforce (marketing automation and DiscoverOrg) map using email addresses. EACH EMAIL ADDRESS CAN ONLY BE IN SF ONE TIME!
  17. 17. Graphic of org chart I drew
  18. 18. Why “Leads” Ruin Your Analytics  Leads “database” is a separate from the Accounts/Contacts database  Sacrifice cohesive campaign analytics  Lack of context = lack of usefulness to sales
  19. 19. The Myth of “Conversion”  The core of most marketing metrics hinges on the grey “convert” button in Salesforce  Artificial significance in the business process and related analytics
  20. 20. Key Takeaway Points  Organize your Campaigns well  Make sure a contact is attached to each opportunity  Clean, well organized data is essential  Adopt a process of 100% Lead conversion
  21. 21. Questions and Follow Up  Cathy Otocka – cathy.otocka@misstheiceberg.com  Henry Schuck – hschuck@discoverorg.com

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