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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
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
Sample Qualification Questions
Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.
Common Reasons for Duplicate Leads
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
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
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
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:
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.
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
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”
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”