Become an Expert - Campaign Management and Website Integration

Become an Expert: Campaign Management and Website Integration Judy Loehr, salesforce.com Tricia Reilly, Five 9 Track: Marketing Executives

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Judy Loehr Senior Director, Integrated Marketing Salesforce.com [email_address] Tricia Reilly Director, Marketing Communications [email_address] Five 9

Founded in 2001

Over 500 customers, 16,000 users on 5 continents

$12 million annualized revenue

20-30% monthly growth

Offices in US, Canada, India, Philippines, Mexico

$17 million raised from leading investors

User Interface / CTI Integration with Salesforce.com since 2005

Five9, Inc. INDUSTRY: Hi Tech EMPLOYEES: 150 GEOGRAPHY: Global PRODUCT(S) USED: Unlimited Edition, SFA, Marketing, Support # USERS: 105

Five9’s Salesforce Environment

98% adoption rate

~300 custom fields, 30 formula fields

31 custom tabs

11 Ajax based S-Controls

14 AppExchange API applications (5 “mission critical”)

‘ Lead Processor

‘ Provisioner’

‘ Updater’

‘ Case Closer’

‘ Solution Synchronizer’

Become an expert at Salesforce Marketing

Implementation suggestions

Best practices for campaign managers

Capturing leads from your website

Real life examples from Five 9

Key follow up sessions:

Developing Integrated Marketing Reports & Dashboards

Bridging the sales & marketing divide

Enhancing your marketing organization with the AppExchange

Getting the most hits: search engine marketing best practices

How salesforce.com uses marketing

Additional Resources

Implementation Suggestions (Please share these with your administrator)

Step 1: focus on your business process & goals

How do you generate & track demand?

Who are your audiences?

What types of programs do you run?

What tactics do you use?

Do you leverage any 3 rd party vendors?

What are your offers?

How do you re-market?

How do you capture responses?

What happens to responses you generate?

Are responses scored?

Where do the new leads go?

Does everything go directly to sales?

What should the follow up messages be?

How do you track the follow up?

What information does sales need

Marketing Manager Tier 1 Sales: Sales Reps or Inside Sales Tier 2 Sales: Account Executives or Field Sales Management Reports & Dashboards Campaigns Leads Qualified? yes Lead Management

Lead Capture Mechanisms

Online Registration Forms

Import Lists From Excel

Manually Enter Business Cards

no

Sample Routing Rules

Territory Based Routing

Product Based Routing

Pick Off Queues

Manual Assignment of Leads

Win? Opportunity Management Lead Generation Campaign Effectiveness & ROI Accounts no yes Opportunities Sales Process Map, Campaign to Customer Two tier sales process typically found in high volume B2B sales organizations where marketing campaigns generate leads, a tier one team qualifies leads to pass on to a tier two sales team that manages the sales cycle.

Types of Campaigns

Email Campaigns

Advertising

Direct Mail

Trade Shows

Sample Qualification Questions

Current Situation

Pains

Opportunity Size

Timeframe

Budget

Decision Maker

Main Competitor

Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.

Common Reasons for Duplicate Leads

Bogus info

Duplicate lead

Current customer

New contact, current opportunity

Salesforce.com Tabs Lead Source Lead Status Closed Business Qualify Lead Lead Assignment Archived Leads Check for Duplicates

Sample Lead Status

Open: Followed up on within 48 hours

Working: Day 1 through day 30

Developing: Scheduled follow up beyond 30 days

Archive: Non-responsive or No Current Interest

Work Lead & Adjust Lead Status Opportunity Pipeline Competitive Win/ Lose

Sample Sales Stages

Lead

Needs Analysis

Confirmed

Objection Handling

Selected

Negotiating

Closed/Won

Closed/Lost

Sales Cycle Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest. Archived Opportunities The lead is converted into an opportunity with an associated contact and account. Often the lead will be handed off to the tier 2 sales person to work it through the sales cycle. Lead Conversion Lead Quality Lead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts

Step 2: define your reports before you start

Executive reports

Segmentation reports

Marketing analysis reports

Sales reports

Don’t start customizing until you have a clear vision for the reports you want to produce – make a list!

Mock up reports in Excel, or just sketch them on a piece of paper!

Write out filter criteria on paper before diving into reporting tab

Attend Dreamforce session: “Developing Integrated Marketing Reports & Dashboards”

Suggestions See APPENDIX for full descriptions of all marketing reports

Step 3: define your data structure

Questions

What types of campaigns does each person work on?

What information do people need to see?

What information do you need to report on? How do you need to drill down?

What information needs to be on the campaign, and what needs to be on the lead?

Recommendations:

Write down your list of fields before you start

Organize fields into logical groupings

Don’t go overboard – you can always add more fields later

Campaign Type

Tactic

Audience

Offer

Timeframe

Product Focus

Region

Vendor

Partner

Venue

City

Expected Response %

# Attendees

% Attendance

Web form URL

Follow up email template

Sample Campaign Fields

Step 4: customization checklist

Add custom fields

Customize picklist values

Customize page layouts

Customize lead assignment rules

Create follow up email templates

Customize lead auto-response rules

Create custom workflow rules

Generate HTML for web-to-lead forms

Campaign page layout Screenshot from Tricia

Install “Show all members” web link from AppExchange

Installs a single web link

Shows everyone associated with the campaign

Administrator must add the new Web Link to your campaign page layout

Note : the active flag must be checked on the campaign for this report to work

Campaign Membership Report AppExchange Component Allows you to see everyone associated with the campaign in one report

Other AppExchange best practice components

“ Campaigns related to opportunities report” web link

“ Lead & Opportunity Management Dashboards”

“ Sales Activity Dashboard”

Campaign Influence Report

Share your best practices with the Salesforce Marketing community

Recommended AppExchange Marketing Components

Best Practices for Marketing Users

Understand campaign statistics calculations

Total leads = SUM of all leads associated with this campaign.

Includes converted leads that you can’t see in the app.

# Leads will decrease if two lead records are merged, or if a lead is deleted

Total Contacts = SUM of all contacts associated with this campaign.

# Contacts will decrease if two contact records are merged, or if a contact is deleted

Total Responses = SUM of all visible records associated to this campaign that have a member status with the “responded” box checked ** Best metric for success of campaign – when member status set up correctly!

Converted leads = SUM of all leads associated with this campaign that have been converted to a contact.

Includes leads converted to new or existing contacts

Advanced Setup: Member Status Values

Campaign Member Status Update Date field

This magical field allows you to track the date each person responded to a campaign.

Member Status Update Date

Advanced Setup: Member Status Values

Can make reporting MUCH easier!

Sales can understand exactly what their prospect or customer did

Can have more than one “Responded” value.

“ # Responses” metric = SUM of all members with a status checked as “responded”.

Event example : # Responses = everyone who registered, attended, or didn’t show up

Why are member status values so important?

Define campaign naming convention

It’s what sales reps see on their leads & contacts in the Campaign History related list

Consistent names make reporting much easier

The name is what appears when you search for a campaign so you want them to be unique and easy to identify

Standardize time frames numerically

Include campaign type details

Make sure names are unique

Include relevant info in the name: timeframe , type , audience , offer , vendor name , location , etc.

Example: FY07Q2 – Web Seminar – Product A – offer - tactic

Why is the campaign name so important? See APPENDIX for more detailed examples of naming conventions

Provide marketing tools to help sales follow up

HTML Email templates for follow-up

Integrate with a call center solution such as Five9

Data enhancements and cleansing

Telemarketing campaigns with sales

More Five 9 best practices

AppExchange for Complementary tools

Email Service Providers

Demand Generation platforms

Data Cleansing and Enhancement tools

Leverage the Sandbox for risk-free testing!

Capturing leads from your web site

Web forms

Brand the form to match the offer they received

Keep the list of fields to a minimum

Common hidden fields

Campaign ID

Campaign member status

Product line

Lead source

Lead assignment trigger

Recommendations

How to set up web-to-lead forms

Devise your lead de-dupe process

2 approaches:

Identify & handle duplicates at the website level - - before they ever enter the system

Let duplicate leads get created and clean then up once they’re in the system

Solutions

Build it – Five 9 example

Buy it – Demand Tools, RingLead, other partner solutions

Things to think about in your criteria

What do you want to match on?

Can you add code to your website?

How do you want to treat it?

What are your follow up actions when you identify a duplicate lead?

Evaluation Criteria

JUDY LOEHR SR. DIRECTOR, INTEGRATED MARKETING TRICIA REILLY DIRECTOR, MARKETING COMMUNICATIONS QUESTION & ANSWER SESSION salesforce.com Five 9’s

Session Feedback Let us know how we’re doing!

Please score the session from 5 to 1 (5=excellent,1=needs improvement) on the following categories:

Overall rating of the session

Quality of content

Strength of presentation delivery

Relevance of the session to your organization

Save time! Use your cell phone or mobile device to send Feedback via SMS/Text Messaging! Send a message to 26335 In the message body: Session 195, #### For example, “ Session 123, 5555 ” Session ID: 195 Session ID # Scores for 4 categories SMS Voting powered by:

Appendix

Examples of reports you may need

Executive reports

Monthly lead gen reports

Monthly converted lead report

# responses over time, by produt, by

Marketing impact on pipeline

Segmentation reports

Target lists for up-sell & cross-sell campaigns

Target lists for re-marketing to past responses

Marketing analysis reports

Breakdown reports to compare results of specific tactics

Clearly identify which reports you’ll be able to run directly from the app, and which you’ll need to create in Excel

Inclusion reports usually ok from the app

Exclusion reports will require Excel

Don’t start customizing until you have a clear vision for the reports you want to produce – make a list!

Mock up reports in Excel, or just sketch them on a piece of paper!

Write out filter criteria on paper before diving into reporting tab

Attend Dreamforce session: “Developing Integrated Marketing Reports & Dashboards”

Remember

Sample executive report mock up in Excel Think about the columns, filters, and level of granularity for each report Campaign Actual Cost Target Audience # Leads Cost per Lead $ New Business ROI Direct mail drop Jan 15 th $ 30,000 35,000 1,050 $ 28.57 $ 160,000 433% Direct mail drop Feb 10 th $ 40,000 45,000 900 $ 44.44 $ 140,000 250% Direct mail drop Mar 7 th $ 20,000 22,000 550 $ 36.36 $ 120,000 500% Direct Mail Total $ 90,000 102,000 2,500 $ 36.00 $ 420,000 367% Webinar Jan 6 th $ 20,000 1,000 1,050 $ 19.05 $ 240,000 1100% Webinar Feb 3 rd $ 18,000 1,100 1,000 $ 18.00 $ 300,000 1567% Webinar March 10 th $ 21,000 1,200 1,300 $ 16.15 $ 180,000 757% Webinar Total $ 59,000 3,300 3,350 $ 17.61 $ 720,000 1120% Email announcement Jan 24 $ 1,200 60,000 600 $ 2.00 $ 4,500 275% Email announcement Feb 27 $ 2,000 100,000 1,000 $ 2.00 $ 64,000 3100% Email announcement Mar 25 $ 1,800 90,000 900 $ 2.00 $ 37,500 1983% Email Total $ 5,000 250,000 2,500 $ 2.00 $ 106,000 2020% Conference March 15 th $ 30,000 500 450 $ 66.67 $ 140,000 367% Tradeshow March 5 th $ 15,000 500 600 $ 25.00 $ 100,000 567% Events Total $ 45,000 1,000 1,050 $ 42.86 $ 240,000 433% TOTAL $ 199,000 356,300 9,400 $ 21.17 $ 1,486,000 647%

Salesforce Marketing report details

Lead reports

Lead report – to report on all current leads. Does not include leads that have been converted

Leads with converted lead information – lets you report on all leads, including those that have been converted. BONUS: it shows you the account, contact & opportunity details for the converted leads

Lead history report – analyze how long leads are in each status

Campaign Analysis reports

Campaign summary report – includes only campaign fields, does not include any details about people on the campaign. Best for executive reports comparing results of campaigns.

Campaign Call Down report – let’s you quickly see everyone associated with a single campaign. Includes both leads & contacts. Only shows “business card” information such as name, company, address, email, etc.

Campaign Member Analysis Report – allows you to analyze responses to your campaigns by any field on the campaign. Includes member status information and allows you to report across multiple campaigns at once.

Campaign Segmentation reports

Campaign – Lead report – allows you to create target lists based on attributes of a lead record, and associated campaign details. Does not include converted leads

Campaign – Contact reports – allows you to create target lists based on attributes of accounts & contacts, and associated campaign details.

Campaign Call Down and Campaign Member Analysis reports can be found in the “Campaign Reports” folder.

Tip : create your own standard reports that you can clone & quickly customize for future campaign reporting

Where are they?

Key campaign fields Campaign Fields Notes Campaign Name Define & enforce clear naming convention Parent Campaign Custom field: add picklist values as needed Lead Source Custom field: picklist values should match source field on leads Offer Capture what it was you offered for each campaign (an event invitation, white paper, webinar, special discount, etc.) Tactic Picklist to summarize if this campaign used an email, web promo, outbound call, other tactic Timeframe Custom picklist for the quarter or month of the campaign or program. Values could be: 2007-01, 2007-02, or FY07Q1, FY07Q2. Dashboard Label The campaign name often gets very long and does not display entirely on dashboards. Use a custom text field to enter a label for each campaign when you are including the campaign in a dashboard

Key lead fields Campaign Fields Notes Lead Source Make sure the values match between this field and the “Lead Source” field on the campaign. This should be a summary level set of picklist values like: “email, sales, webinar, web promos, telemarketing, etc.” Lead Assignment Trigger This should be a text field, that is read-only for users. This field is populated by a webform when you want an easy way to define special assignment rules for a specific group of responses Lead Auto-Response Trigger This should be a text field, that is read-only for users. Pass a hidden value to this field from web forms when you want to trigger a specific Auto-Response Rule to send a follow up email when someone Product Line If you have offers for multiple products then a simply product picklist on the lead will enable you to track the lead conversion rates for each product. Lead Capture Source Pass this as a hidden value from a webform to be able to tie back to the original asset or offer that captured the lead. This will allow you to track conversion rates by offer/capture tactic in the “Lead with Converted Lead Information” report.

Campaign naming convention OPTIONS & EXAMPLES

Standardize time frame – either by month or by qtr. Examples: FY07Q1, FY07Q2 or 2006-01, 2006-02,

Tip: start with the year to make filtering & sorting in reports easier.

Tip: use month numbers instead of names to make global reporting consistent across languages

Standardize campaign type by source or by type of offer.

Examples: “Email”, “Web Seminar”, “Event”

Make sure campaign names are unique . Start with the more general attributes and move to very specific.

Example: FY07Q2 – Web Seminar – Product A – Topic/Speaker – email invitation (tactic)

Consider including all relevant information in the name: timeframe, type, audience, offer, vendor name, location , etc.

Recommended Member Status Values Campaign Type Member Status Values Attributes Event Invited Registered Registered – Attended Registered – No Show Default Responded Responded Responded Email Offer Sent Opened Responded Bounced – Hard Bounced – Soft Unsubscribed Default Responded Web Promotion Responded Default + Responded Direct Mail Sent Responded Returned – Bad Address Default Responded

What happens when leads are converted

New lead, no matching contact

New contact is created

Campaign & activity history carried over to new contact

All lead fields are mapped to corresponding contact fields

Lead is converted to an existing contact

Campaign & activity history is appended to the contact history

Only empty contact fields are updated with values mapped from the lead

Answer : The most recent campaign the lead responded gets credit on the opportunity

“ Responded to” = the campaign(s) associated with the lead that have a member status value with the responded box checked

“ Most recent” = if the lead responded to more than one campaign, the application selects the campaign with the most recent “member status update date”

Which campaign gets credit on the new opportunity?

Maintain the “Active” flag on campaigns

Options in the “select campaign picklists” for leads, contacts and opportunities

The campaign member analysis report

Recommendation: check flag for all campaigns that are currently active and that you are reporting on

Recommendation: go back and un-check the active flag when wrap up is complete

The Active flag controls:

A few product secrets

Q: What happens if the same person responds to a campaign more than once?

A: The application will keep the member status value that is furthest down the list under the campaign’s “Advanced Setup” area. For example if someone replies to an email twice – once “Replied”, the other to “unsubscribe”

Sent

Opened

Responded

Bounced

Unsubscribed

Q: Why can’t I find a campaign when I try to add one to my lead or contact?

A: The active flag is not checked on the campaign

Q: Why can’t I create a campaign member report in the new report wizard?

A: Who knows – but you can still create one by customizing the canned report in the “Campaign Reports” folder  “Campaign Call Down Report”

Another product secret

Q: Why can’t I create a campaign member report in the new report wizard?

A: Who knows – but you can still create one by customizing the canned report in the “Campaign Reports” folder  “Campaign Call Down Report”

A few product tips & reminders

Q: Why is my total responses zero?

A: You have not customized your member status values under Advanced Setup.

Q: Why can’t the sales reps see my campaign to add it to their leads or contacts?

A: The active flag is not checked on the campaign

Q: Where is the infamous report that lets me analyze responses across multiple campaigns?

A: This is the “Campaign Member Analysis Report” and it can be found in the Campaign Reports folder. It is not available in the new report wizard.

And one more product factoid

Q: Which campaign gets credit on an opportunity when a lead is converted?

A: The most recent campaign the lead responded to gets credit on the opportunity

“ Responded to” = the campaign(s) associated with the lead that have a member status value with the responded box checked

“ Most recent” = if the lead responded to more than one campaign, the application selects the campaign with the most recent “member status update date”

How to pass hidden fields