Blakely Graham of Bracket Labs de-mystifies Salesforce Campaigns. This presentation covers basics of Salesforce Campaigns, how to implement them, the common pitfalls, and the top five tips for success.

1. Campaigns
Your Marketing Chocolate is in my Salesforce Peanut Butter

2. Who is Bracket Labs?
‣ About Us
- Boulder, CO startup focused on building
awesome apps
- Deep experience with salesforce.com
(10+ years) and social web
‣ Key AppExchange Facts
- Salesforce Partner since 2010
- One app currently listed, 2nd imminent
- Key customers: Ariba, SunGard, Kelly
Services and AdAstra (Overland Park)
- AppQuest 2010 & 2011 semifinalist

3. TOP 5 TIPS

4. What are Campaigns?
Email Social Media SEM Snail Mail Call

5. What are Campaigns?
Tradeshow
Live Networking Thank You
Email Google Speaking
conference Reception Email
announcement Adwords engagement
tweeting
to prospects promoting
#hashtag
event

6. What are Campaigns?
Press releases Commercials
Brand awareness
Website overhaul
Speaking
engagements
Social conversation

8. What does Salesforce say?
“A marketing tactic (or series of tactics) that
are designed to achieve specific goals such as
increased revenue, leads, adoption, etc.”

9. Our twist on a “Salesforce” Campaign
“A marketing tactic or theme designed to
achieve specific goals that offer benefit by
being tracked and measured using Salesforce”

10. So what are Campaigns not good for?

11. 1. Planning Scheduling and calendaring of
campaigns

12. Complex multi-triggering events Mass email made easy
Free marketing extensions
2. Automation Complex multi-triggering events

13. 3. Project Management Tracking of pre-production or
follow-up activities

14. 5 tips for getting the most from Campaigns

15. 1. Simplify your naming convention!
Structure
Channel.Product.CampaignType.CampaignName.Date.ExtraInfo
Example
Consumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

16. 1. Simplify your naming convention!
Custom Fields
Structure
Channel.Product.CampaignType.CampaignName.Date.ExtraInfo
Example
Consumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

17. 1. Simplify your naming convention!
Standard Fields
Structure
Channel.Product.CampaignType.CampaignName.Date.ExtraInfo
Example
Consumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

18. 1. Simplify your naming convention!
Standard Description
Structure
Channel.Product.CampaignType.CampaignName.Date.ExtraInfo
Example
Consumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

19. 1. Simplify your naming convention!
Unique Information!
Structure
Channel.Product.CampaignType.CampaignName.Date.ExtraInfo
Example
Consumer.AlarmClock.Magazine.ElectronicsMonthly.AprilEdition.041510.FullPageAd

20. 1. Simplify your naming convention!
Date Grouping
+ Campaign Name
Category Grouping

21. 1. Simplify your naming convention!
lock.
nsume r.AlarmC
Co tronics
Magazi ne.Elec
ly.AprilE dition.
Month
510.Ful lPageAd
041

22. 1. Simplify your naming convention!
onthly
- Elec tronics M
FY12Q2

23. 2. Parent-child hierarchy is your friend!

24. 2. Parent-child hierarchy is your friend!

25. 2. Parent-child hierarchy is your friend!

26. 2. Parent-child hierarchy is your friend!

27. 2. Parent-child hierarchy is your friend!

28. 3. Close the loop!

29. 3. Close the loop!

30. 3. Close the loop!

31. 4. Mine your website!

32. 4. Mine your website!

33. 4. Mine your website!

34. 4. Mine your website!

35. 4. Mine your website!

36. 4. Mine your website!

37. 5. Maintain your data!
Inactivate old or inactive Campaigns

38. 5. Maintain your data!
Create a few miscellaneous Campaigns

39. 5. Maintain your data!
Be consistent

40. 5. Maintain your data!
Manage “audit” views

41. 5. Maintain your data!
Know your limits

42. BONUS: When you need to track more costs
Total Value Won Opportunities - Actual Cost
ROI =
Actual Cost

43. BONUS: When you need to track more costs

44. BONUS: When you need to track more costs

45. BONUS: When you need to track more costs

46. Final words of wisdom
‣ Grow organically
- Automation is great, but feel the pain before you solve the problem
‣ Bridge sales and marketing
- Turn sales into your advocates for marketing dollars
‣ Focus on visibility and collaboration
- Make sure you can answer the “what’s Marketing up to?” question
with data
‣ Embrace Chatter
- Perfect for versions, proofs, etc.

47. Stay in touch
@blakelygraham
More Campaigns 101 at
http://bracketlabs.com/blog