• Defining Campaign Goals—Analyze your campaign goals.• Determining How to Target Campaigns—Analyze who you want to target with your campaigns.• Categorizing Campaigns— Categorize your campaigns so that you will have the relevant data for future campaign analysis.• Tracking Campaign Responses—Determine the different channels by which prospects will respond to your campaigns.• Defining Campaign Access—Decide who in your organization should have access to campaigns.
Organization Summary & LandscapeChallenge w/Use Cases for Non-Profit Marketing/Engagement Landscape of the Solution (Campaigns, Campaign Members, Visual Workflow, Force.com Sites w/Visualforce)Process Flows Screen Shots of Final SolutionSummary of End Result
One System / One View is Key – System of Record, Visibility is KeySystems Not being aligned to Business ProcessesScalability – Expending SFDC to fit all ProcessesReporting – How do you do reporting today?
Canvas = Door to Door
Dispo CM to Not Inte
Very High Level!
DELIVER POST MEETING
1. Have it in the whole ecosystem (we were operating on opportunities only). We need to figure out how to link leads to opportunities technically2. To know how to change Available Campaign Record Types (we only have volunteer ones now)3. learn what other functions can be used to manage campaigns better/ derive more value out of the campaign function
Salesforce Marketing 101for Non-Profit OrganizationsSan Francisco Non-Profit User Group MeetingMay 8th, 2013
Who Am I?... I’m Joshua HoskinsSalesforce MVP, Senior Consultant & Community Leader• Active in Salesforce Ecosystem since 2006• Blog CRMified.com• Process Engineering• Implementation/Solution Delivery• Data & Integrations Architect• Cast Iron, Jitterbit, Dataloader• Orlando Salesforce User Group Leader 2009-2012• San Francisco Developer User Group Co-Lead• Produced “Dreamforce To You!” 3 Years in a Row• Operations Producer for Orlando’s PRIDE Weekend – 3 Years• Contributed Salesforce Expertise to several Non-Profits Orgs
Terminology Campaigns – Collection of People Campaign Members – Leads or Contacts in a Campaign Campaign Member Status – Status of Campaign Member [duh!] Responded – Campaign Member Status Response Indicator
Preparation Defining Campaign Goals– Lead Generation, Band Building, 360 Degree View– Email, Direct Mail, Events, Seminar Determining How to Target Campaigns– Who & How Categorizing Campaigns […]– Group/Split Messaging Tracking Campaign Responses– Tracking is KEY! Defining Campaign Access– Configuration
Categorizing Campaigns What specific types of campaigns do you run? Do you want to see how campaign are influencing yourcash flow? What type of advertisements do you run?
Tracking Responses Key to tracking ROI/ROE! Meaningful Statuses for each channel:– Web Form, Phone, Personal Email, Registration/Conference What type of advertisements do you run? Leverage the “Campaign Update Wizard”
Put it all together….Standard Campaign Workflow1. Create a campaign in Salesforce2. Create a list of individuals youll target with thecampaign3. Run the campaign either online or offline4. Track responses to the campaign5. Create reports to analyze campaign effectiveness
Show & Tell / Defining Campaign Access Marketing User Checkbox Creating a Campaign Managing Statuses Adding Campaign Members Changing Campaign Member Statuses Campaign/Member Custom Fields, Page Layouts
Case Study Organization Summary & Landscape Challenges for Non-Profit Marketing/Engagement Landscape of the Solution Screen Shots of Final Solution Summary of End Result
Questions from the Singapore Non-Profit User Group We’d like to start using Campaigns in Salesforce, How do we linkOpportunities to our Campaigns. How, When & Why do I use Campaign / Campaign MemberRecord Types. How do I use campaigns to get more value?
How do you want to LeverageCampaigns in your Organization?Open Discussion
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