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Campaign management

The document provides information on campaign management best practices including campaign preparation, execution, and tracking. It discusses setting goals and targets, defining responses, building the campaign, adding members, and mass email. Campaign success can be measured using Salesforce's standard reports or custom reports to analyze metrics like responses, conversions, opportunities, and ROI. Integrating email marketing partners allows sending mass emails while complying with daily limits.

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Campaign Management and Business Growth
Our mission Applying Information, insights and technology and give our clients value thro’ enhanced Customer experience solutions
“Enhanced information availability empowers marketers with insight that allows for precise customer targeting and profitable relationships” Our philosophy
Develop individualized marketing methods that utilizes customer information to build long-term, personalized, and profitable relationships with every customer. How can we help you?
Methodology Data-driven Marketing Solutions with an integrated approach to customer marketing. Direct Mail, telemarketing, field marketing Email & SMS Marketing Database management & Loyalty Programs Analytical Marketing Services Direct Marketing
Approach From To Customers as information Customers as assets ROI (Return on Investment) ROR™ (Return on Relationships) Marketing Spends Customer Investments Data Analytics Value Mining Lead Management Need Management Share of Transactions Share of Opportunities Maximize Market Share Maximize Customer Share Channel Migration Touchpoint Integration Information - Fragmented OneView™
Proposition & Benefits Client Needs Our Proposition Our Offering “How do we identify & reach out to prospects who are similar to our customers” Spend Optimizers Database & Lists support “How do we get most of the campaigns that we run across the country” Yield managers Prospect Marketing - Seamless - Technology enabled - Market Presence - Contact Centres “ How do we cross-sell our range of products to our existing customers and build stickiness with our company” Lifecycle Managers Analytical Services Campaign Management Solutions “ How do we build loyalty with our existing customers and increase customer retention and share of their spend with us” Relationship Catalysts Loyalty Management - Loyalty Strategy - Technology Platform - Loyalty Program Mgt. “ How do we improve our customer service and build a satisfactory post-sale experience” Customer Managers Customer Management Solutions - Management - Delivery - Technology platform
Right Customer Right Offer Right Channel Right Time The Way
Customer Knowledge Hub Acquire Retain Maximize Customer Value Audit Customer Management Strategy Customer Management - Execution Customer Management – Enterprise-wide Adoption Profiles Behaviour Secondary Lists Credit Customer Assets Data Management Scorecards Insights Mining Campaigns Access Centre Relationships Touchpoints Mail Web Telephone Mobile Sales Fulfillment Operations Campaign Delivery Management
Framework Cequity ACE™ (Accelerated Customer Engagement) FrameworkGather & Manage Data on ACE Enterprise Manager Analyze Data/ Draw Insight on ACE Analyzer Apply Insight and launch campaign on ACE Campaigner Single View of Customer Data Enrichment & Refinement Segmentatio n & Value Analysis Profiling & Propensity Modeling Intelligent Insight Driven Interactions Campaign Management & Execution Close the loop so customer responses are quickly incorporated into future analytics ACE Framework is designed for marketing professionals to create a competitive advantage in marketing and deliver high ROI Cequity ACE™ makes it possible to analyze, segment, identify and communicate with large volumes of customers and contacts on an individual basis and make a performance driven multi-channel marketing a reality Accelerated Customer Engagement Framework
ACE - Benefits Organize customer data accurately & quickly in a few days • Helps you transfer data from different sources in to single platform and connecting relationships between tables in an easy to use point and click environment. • Transfer data from any type of system (Operations, Transactions etc.) and any type of file • Creation of a single customer view is easy, fast and quick Launch your targeted campaigns in quick time • You can plan, execute and measure campaigns • Launch campaigns on multi-channel and multi-stage campaign at ease • Increase the velocity of the campaigns. • Email, SMS and MMS Execution • Dynamic Content; Content Personalisation • Simple to use Interface Mine your customer data for immediate marketing action • Ability to “slice & dice” data using your “train of thought”. • Accessing data at a very high speed – few million records per sec. • Column based indexing methodology. Scalable to take advantage of multi- processor machines, including hyper threading. • Visual representation of data through – Venn diagrams & graphs. ACE Enterprise Manager ACE Analyzer Cequity ACE™ Campaigner The key benefits derived on ACE Framework
Campaigns Best Practices • Business Driver • Best Practice Overview • Best Practices: Campaign Management – Campaign Preparation – Campaign Execution – Campaign Tracking • Tools & Resources
Agenda • Campaign Preparation – Campaign Goals – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
Campaign Preparation Goal of the campaign: Define your goals and objectives • Increase sales revenue – Enhance pipeline on open opportunities – Track customer interest • Acquire new customers – Promotions on your website (e.g. free trial, demo center, contact me) – Track search engine marketing • Increase customer retention – Awareness events that drive PR and brand awareness for the company (e.g. product launches) • Enhance up-sell/cross-sell opportunities – Pricing promotions to current customers – Webinar banner on the website for “add-on” products or services – Add-on products targeted to call down campaign with Sales-Pat
• Existing Customers – Your Marketing and Sales organizations should collaborate to capture essential customer information in the application to assist with defining your targets • Define and configure the necessary custom fields to help with segmentation definitions; consider using picklists, dependent picklists etc. to make your targeting, customer segmentation and reporting more effective • Existing Leads – Consider lead scoring and lead status with customer segmentation in mind • For example, a series of archived status definitions (e.g. No Interest, Future Interest, Nurture) • New Leads - Adding 3rd Party Lists in Salesforce – Some companies incorporate 3rd party prospect/lead lists inside of Salesforce with a specific 3rd party designation (e.g. by record type, or assign to queue, or specific pre-qualification process before passed to Sales) • De-dupe against existing records in your Salesforce database to determine which are existing Customers, existing Prospects or Net New names – Some companies purchase 3rd party lists containing “suspect” names which are not added to your Salesforce application until a response has been received or the name has been qualified • Consider de-duping this list outside of Salesforce with partner tools (e.g. PeopleImport by CRM Fusion) then importing into Salesforce Campaign Preparation How to target campaigns: Define who you want to target
• Common Criteria – Geography – Title (e.g. CFO, Director of Sales) – Industry – Company Size – Product Interest – Installed products/services – Previous campaign and response history • Create fields to record what you need on Lead and Contact records – Consider using Assets on Account or Contact objects or a custom product tracking object Campaign Preparation How to target campaigns: Information to use when creating targets
Website Phone/Telemarketing Search Engine/ Google Ad Words PR/Events Email Events Campaign Preparation Determine campaign programs: Decide your channels and process Inside Opportunities Field Opportunities Lead Capture/ Lead Qualify Tips & Tricks Be sure to have a process defined for your programs and Campaigns
Campaign Preparation Define campaign responses: Prepare what a response means Why are member status values so important?  Every campaign has a specific outcome. Member Status captures this outcome  What does a response mean to you? Multiple actions can result in a response  What happens after a response? Be sure to map out your process  Well defined Member Status values: – Can make reporting much easier – Sales can understand exactly what their prospect or customer did – Helps measure the success of your campaign! Note: We will get into more detail with Campaign Setup.
Campaign Preparation Define campaign access: Who should have access to campaigns? • Determine who should have access to Campaigns – Be default, all users have view access to campaigns, advanced setup and run campaign reports • The Marketing User check box on the user profile page indicates whether or not a user has the right to create and manage campaigns including: – Create a new campaign – Edit or delete an existing campaign – Update campaign statistics – Import leads into a campaign** – Mass update the status for members of a campaign** – Configure advanced campaign setup to define member status values – Run campaign reports across multiple campaigns ** In order to use the campaign import wizards, Marketing Users must also have the Marketing User profile (or the "Import Leads" permission in Enterprise Edition organizations).
Agenda • Campaign Preparation – Goal of the Campaigns – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
Campaign Execution Build campaign: Include key fields for tracking Tips & Tricks Have a naming convention: e.g. EMEA – FY08Q3 – Success Tour - Brussels Tips & Tricks Define your lead source values so they tie back to budget Tips & Tricks Tie campaigns together with the “Parent Campaign” field Tips & Tricks Update the Type picklist field and keep the total number of values to no more than 10 and include general types
Campaign Execution Build campaign: Categorizing for campaign measurement • Products and services – Create a campaign picklist field for Product or Focus Area • Advertisements and publications/media – Create a picklist field for Ad Type with values such as Magazine, Newspaper, Online, etc. – Create another picklist for specific publication so you can report on both levels • Agencies creating materials – Track which agencies are tied to your successful campaigns by creating a Creative Source or Creative Piece picklist field • Offers made in campaigns – Track the different types of high-level offers (e.g. whitepapers, demos, web seminars) to track overall effectiveness
Campaign Execution Build campaign: Set up member response status values
24 Campaign Execution Build campaign: Set up member response status values Tips & Tricks Member Status tells Sales exactly what their prospect or customer did Tips & Tricks You can have more than one “Responded” value! Tips & Tricks # Responses metric is the sum of all members with a status checked as “responded”
1) 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 2) 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 4) 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 statuses are set up correctly! 3) 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 Campaign Execution Build campaign: Understand campaign statistic calculations first!
1) Total Value Opportunities = Calculated field for the amount of all opportunities associated with this campaign incl. closed/ won  For organizations using multiple currencies, amounts are converted to campaign currency  Does not include opportunities that influenced campaign 3) Budgeted Cost = Amount of money budgeted for the campaign  This field is not required to calculate the ROI of the campaign 4) Actual Cost = Amount of money spent to run the campaign  Field needed to calculate ROI ** The ROI is calculated as the net gain (Total Value Won Opportunities - Actual Cost) divided by the Actual Cost. The ROI result is expressed as a percentage. 2) Total Value Won Opportunities = Calculated field for total amount of all opportunities associated with the campaign hierarchy, including closed/won opportunities  All campaigns in a hierarchy must use the same currency Campaign Execution Build campaign: Understand campaign statistic calculations first!
Campaign Execution Build campaign: Understand campaign statistic calculations first! The Campaign ROI Analysis Report calculates the return on investment and average costs for your campaigns Tips & Tricks Be sure to fill out the Actual Cost field so your ROI will be calculated for you
Campaign Execution Build campaign: Consider using Campaign Hierarchies • Campaign hierarchies provide a powerful categorization tool that enables you to analyze/report on the health of your related multi-channel, integrated campaigns – It is important that marketing managers use a Parent Campaign1 to tie these elements together and enable reporting across all tacticsExample: Tips & Tricks The naming convention should include the quarter and fiscal year of the campaign 1Parent Campaign field is hidden; you need to change FLS.
Campaign Execution Build campaign: Consider using Campaign Hierarchies cont.  When using Parent Campaign, you can see the whole picture!
Campaign Execution Campaign tools: Set up HTML E-mail Templates E-mail Templates are easy to set up!  Set up your Letterhead to standardize the look and feel of HTML email templates  Include graphics through the Documents tab
Campaign Execution Campaign tools: Start off with a unique landing page using Web-2-Lead With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests, registration pages, or campaign landing pages. De-duping logic can be included! Web-to-Lead Form Tips & Tricks Leverage Apex code to assist with de-duping before creating Lead record in Salesforce Tips & Tricks Brand the form to match the offer they received and keep your fields short Tips & Tricks Key fields are hidden like Campaign ID, Member Status, Product Line, Lead Source, etc. Web-to-Lead
Campaign Execution Campaign members: Mass add Campaign Members Manage Members Salesforce provides a variety of ways in which you can manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose which method to use based on your business needs; for example, you can add and update up to 50,000 campaign members at a time through lead or contact. Tips & Tricks When adding NEW members via importing a file, it’s important to have a de-dupe strategy Note: You can use other import sources!
Campaign Execution Mass Email: Consider using email marketing partners Email Marketing Partners Tips & Tricks You can send mass email to a maximum of 1000 external email addresses per day, consider our e- mail marketing partners Tips & Tricks Consider an Email Marketing Task Force to ensure customers and prospects are not being emailed too frequently
Agenda • Campaign Preparation – Goal of the Campaigns – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
Website Response Individual Manual Update Response Website Phone/Telemarketing Search Engine/ Google Ad Words PR/Events Email Events Campaign Tracking Campaign responses: How does one respond? Mass Update Tips & Tricks Set up the processes you need each response channel to follow for your Call to Action
Campaign Tracking Campaign responses: Individual manual update For campaigns that elicit responses one-by-one, for example, via a phone call to a sales rep, you can manually link a contact, lead, or person account to a campaign and update that individual’s campaign status. Any user can do this via the Campaign History related list on a contact, lead, or person account. Campaign History Individual Manual Update 1. Search for Lead or Contact, update status 2. Add Lead to Campaign 3. Pick correct Member Status
Campaign Tracking Campaign responses: Mass update Manage Members Mass Update Salesforce provides a variety of ways in which you can manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose which method to use based on your business needs; for example, you can add and update up to 50,000 campaign members at a time through lead or contact. Tips & Tricks When adding members via importing a file, it’s important to have a de-dupe strategy
Campaign Tracking Campaign measurement: Salesforce campaign reports • Utilize the 8 standard pre-built Campaign Reports • Customize your own!
Campaign Tracking Campaign measurement: Salesforce e-mail campaign report with integration
Campaign Tracking Campaign measurement: Measure overall campaign effectiveness  Build your own  Leverage for Pre-built Dashboards Marketing Metrics Dashboard 1.0 Marketing Targets Dashboard 1.1
100% increase in lead conversion rate. Increased lead conversion by 400%. Reduced time for preparing email campaigns by 95%. Went from managing 1 to 16 simultaneous campaigns. Measuring and Improving Business Leads Analysis Campaign ROI Lead Tracking Campaign Analysis Campaign RevenueLead Management Campaign Tracking Campaign measurement: Proven customer success “40 percent reduction in time to build email marketing sends” “Increased lead generation by 20 percent and reduced follow-up time by 50 percent” “40 percent reduction in time to build email marketing sends”
Tools & Resources
Tools & Resources Consider using Salesforce for Google AdWords • Advertise Online • Generate Leads • Track Keyword Effectiveness
Tools & Resources What else is out there that I can use? • E-mail Marketing Partners • Demand Generation Partners • Sales Intelligence Partners • Data Cleansing Partners Tips & Tricks You can utilize partner tools to execute various types of campaigns, generate new leads and integrate the data directly with Salesforce.com
Tools & Resources What else is out there that I can use? Campaign Membership Report - Installs a single web link to show everyone associated with the campaign Campaigns Related to Opportunities Report - Creates a campaign contact report accessible from a custom link on the Opportunity detail page Recommended AppExchange Marketing (free) Components
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 ManagementLead 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 QualityLead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts
Contacts Sales and Marketing: Tools and Terminology Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in. Accounts Opportunities Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes. Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal. Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your “pipeline,” which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs. A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company’s website. A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative. Leads Campaigns Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads.Google AdWords With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web- to-Lead form can be used for contact me requests, registration pages, or campaign landing pages. Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry. Products Web-to-Lead Form
Sales and Marketing: Tools and Terminology A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager’s forecast should include the amount of revenue the entire team can generate together. Forecasts A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate contract renewals.Contracts Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers. Task Activities Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user. Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so everyone is on the same page. Calendar Events Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization. Reports Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.Dashboards A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder’s attributes determine the accessibility of the folder and the documents within it.Documents Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.
Make searching data and interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work. Sales and Marketing: Tools and Terminology With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers. Outlook users enjoy high levels of productivity with Apex Connect Outlook—formerly called Outlook Edition—which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring ’07, productivity for Outlook users gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities. CTI Integration Connect Outlook You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de- dupe solution you can automatically route those requests to the person who owns the account. Web-to-Lead Form With Salesforce you can create email templates for common emails such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the email with information from the contact or account record. Email Templates Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 emails per mass mailing, while Unlimited Edition customers can send 1,000 emails per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top email marketing vendors. Mass Email Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, when they open them, and more.Email Tracking  Search Import Wizard The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Salesforce Community for more information. Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.

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Campaign management

  • 1.
  • 2.
    Our mission Applying Information,insights and technology and give our clients value thro’ enhanced Customer experience solutions
  • 3.
    “Enhanced information availabilityempowers marketers with insight that allows for precise customer targeting and profitable relationships” Our philosophy
  • 4.
    Develop individualized marketing methods thatutilizes customer information to build long-term, personalized, and profitable relationships with every customer. How can we help you?
  • 5.
    Methodology Data-driven Marketing Solutionswith an integrated approach to customer marketing. Direct Mail, telemarketing, field marketing Email & SMS Marketing Database management & Loyalty Programs Analytical Marketing Services Direct Marketing
  • 6.
    Approach From To Customers asinformation Customers as assets ROI (Return on Investment) ROR™ (Return on Relationships) Marketing Spends Customer Investments Data Analytics Value Mining Lead Management Need Management Share of Transactions Share of Opportunities Maximize Market Share Maximize Customer Share Channel Migration Touchpoint Integration Information - Fragmented OneView™
  • 7.
    Proposition & Benefits ClientNeeds Our Proposition Our Offering “How do we identify & reach out to prospects who are similar to our customers” Spend Optimizers Database & Lists support “How do we get most of the campaigns that we run across the country” Yield managers Prospect Marketing - Seamless - Technology enabled - Market Presence - Contact Centres “ How do we cross-sell our range of products to our existing customers and build stickiness with our company” Lifecycle Managers Analytical Services Campaign Management Solutions “ How do we build loyalty with our existing customers and increase customer retention and share of their spend with us” Relationship Catalysts Loyalty Management - Loyalty Strategy - Technology Platform - Loyalty Program Mgt. “ How do we improve our customer service and build a satisfactory post-sale experience” Customer Managers Customer Management Solutions - Management - Delivery - Technology platform
  • 8.
    Right Customer Right Offer RightChannel Right Time The Way
  • 9.
    Customer Knowledge Hub Acquire Retain Maximize CustomerValue Audit Customer Management Strategy Customer Management - Execution Customer Management – Enterprise-wide Adoption Profiles Behaviour Secondary Lists Credit Customer Assets Data Management Scorecards Insights Mining Campaigns Access Centre Relationships Touchpoints Mail Web Telephone Mobile Sales Fulfillment Operations Campaign Delivery Management
  • 10.
    Framework Cequity ACE™ (AcceleratedCustomer Engagement) FrameworkGather & Manage Data on ACE Enterprise Manager Analyze Data/ Draw Insight on ACE Analyzer Apply Insight and launch campaign on ACE Campaigner Single View of Customer Data Enrichment & Refinement Segmentatio n & Value Analysis Profiling & Propensity Modeling Intelligent Insight Driven Interactions Campaign Management & Execution Close the loop so customer responses are quickly incorporated into future analytics ACE Framework is designed for marketing professionals to create a competitive advantage in marketing and deliver high ROI Cequity ACE™ makes it possible to analyze, segment, identify and communicate with large volumes of customers and contacts on an individual basis and make a performance driven multi-channel marketing a reality Accelerated Customer Engagement Framework
  • 11.
    ACE - Benefits Organizecustomer data accurately & quickly in a few days • Helps you transfer data from different sources in to single platform and connecting relationships between tables in an easy to use point and click environment. • Transfer data from any type of system (Operations, Transactions etc.) and any type of file • Creation of a single customer view is easy, fast and quick Launch your targeted campaigns in quick time • You can plan, execute and measure campaigns • Launch campaigns on multi-channel and multi-stage campaign at ease • Increase the velocity of the campaigns. • Email, SMS and MMS Execution • Dynamic Content; Content Personalisation • Simple to use Interface Mine your customer data for immediate marketing action • Ability to “slice & dice” data using your “train of thought”. • Accessing data at a very high speed – few million records per sec. • Column based indexing methodology. Scalable to take advantage of multi- processor machines, including hyper threading. • Visual representation of data through – Venn diagrams & graphs. ACE Enterprise Manager ACE Analyzer Cequity ACE™ Campaigner The key benefits derived on ACE Framework
  • 12.
    Campaigns Best Practices •Business Driver • Best Practice Overview • Best Practices: Campaign Management – Campaign Preparation – Campaign Execution – Campaign Tracking • Tools & Resources
  • 13.
    Agenda • Campaign Preparation –Campaign Goals – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
  • 14.
    Campaign Preparation Goal ofthe campaign: Define your goals and objectives • Increase sales revenue – Enhance pipeline on open opportunities – Track customer interest • Acquire new customers – Promotions on your website (e.g. free trial, demo center, contact me) – Track search engine marketing • Increase customer retention – Awareness events that drive PR and brand awareness for the company (e.g. product launches) • Enhance up-sell/cross-sell opportunities – Pricing promotions to current customers – Webinar banner on the website for “add-on” products or services – Add-on products targeted to call down campaign with Sales-Pat
  • 15.
    • Existing Customers –Your Marketing and Sales organizations should collaborate to capture essential customer information in the application to assist with defining your targets • Define and configure the necessary custom fields to help with segmentation definitions; consider using picklists, dependent picklists etc. to make your targeting, customer segmentation and reporting more effective • Existing Leads – Consider lead scoring and lead status with customer segmentation in mind • For example, a series of archived status definitions (e.g. No Interest, Future Interest, Nurture) • New Leads - Adding 3rd Party Lists in Salesforce – Some companies incorporate 3rd party prospect/lead lists inside of Salesforce with a specific 3rd party designation (e.g. by record type, or assign to queue, or specific pre-qualification process before passed to Sales) • De-dupe against existing records in your Salesforce database to determine which are existing Customers, existing Prospects or Net New names – Some companies purchase 3rd party lists containing “suspect” names which are not added to your Salesforce application until a response has been received or the name has been qualified • Consider de-duping this list outside of Salesforce with partner tools (e.g. PeopleImport by CRM Fusion) then importing into Salesforce Campaign Preparation How to target campaigns: Define who you want to target
  • 16.
    • Common Criteria –Geography – Title (e.g. CFO, Director of Sales) – Industry – Company Size – Product Interest – Installed products/services – Previous campaign and response history • Create fields to record what you need on Lead and Contact records – Consider using Assets on Account or Contact objects or a custom product tracking object Campaign Preparation How to target campaigns: Information to use when creating targets
  • 17.
    Website Phone/Telemarketing Search Engine/ Google AdWords PR/Events Email Events Campaign Preparation Determine campaign programs: Decide your channels and process Inside Opportunities Field Opportunities Lead Capture/ Lead Qualify Tips & Tricks Be sure to have a process defined for your programs and Campaigns
  • 18.
    Campaign Preparation Define campaignresponses: Prepare what a response means Why are member status values so important?  Every campaign has a specific outcome. Member Status captures this outcome  What does a response mean to you? Multiple actions can result in a response  What happens after a response? Be sure to map out your process  Well defined Member Status values: – Can make reporting much easier – Sales can understand exactly what their prospect or customer did – Helps measure the success of your campaign! Note: We will get into more detail with Campaign Setup.
  • 19.
    Campaign Preparation Define campaignaccess: Who should have access to campaigns? • Determine who should have access to Campaigns – Be default, all users have view access to campaigns, advanced setup and run campaign reports • The Marketing User check box on the user profile page indicates whether or not a user has the right to create and manage campaigns including: – Create a new campaign – Edit or delete an existing campaign – Update campaign statistics – Import leads into a campaign** – Mass update the status for members of a campaign** – Configure advanced campaign setup to define member status values – Run campaign reports across multiple campaigns ** In order to use the campaign import wizards, Marketing Users must also have the Marketing User profile (or the "Import Leads" permission in Enterprise Edition organizations).
  • 20.
    Agenda • Campaign Preparation –Goal of the Campaigns – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
  • 21.
    Campaign Execution Build campaign:Include key fields for tracking Tips & Tricks Have a naming convention: e.g. EMEA – FY08Q3 – Success Tour - Brussels Tips & Tricks Define your lead source values so they tie back to budget Tips & Tricks Tie campaigns together with the “Parent Campaign” field Tips & Tricks Update the Type picklist field and keep the total number of values to no more than 10 and include general types
  • 22.
    Campaign Execution Build campaign:Categorizing for campaign measurement • Products and services – Create a campaign picklist field for Product or Focus Area • Advertisements and publications/media – Create a picklist field for Ad Type with values such as Magazine, Newspaper, Online, etc. – Create another picklist for specific publication so you can report on both levels • Agencies creating materials – Track which agencies are tied to your successful campaigns by creating a Creative Source or Creative Piece picklist field • Offers made in campaigns – Track the different types of high-level offers (e.g. whitepapers, demos, web seminars) to track overall effectiveness
  • 23.
    Campaign Execution Build campaign:Set up member response status values
  • 24.
    24 Campaign Execution Build campaign:Set up member response status values Tips & Tricks Member Status tells Sales exactly what their prospect or customer did Tips & Tricks You can have more than one “Responded” value! Tips & Tricks # Responses metric is the sum of all members with a status checked as “responded”
  • 25.
    1) 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 2) 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 4) 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 statuses are set up correctly! 3) 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 Campaign Execution Build campaign: Understand campaign statistic calculations first!
  • 26.
    1) Total ValueOpportunities = Calculated field for the amount of all opportunities associated with this campaign incl. closed/ won  For organizations using multiple currencies, amounts are converted to campaign currency  Does not include opportunities that influenced campaign 3) Budgeted Cost = Amount of money budgeted for the campaign  This field is not required to calculate the ROI of the campaign 4) Actual Cost = Amount of money spent to run the campaign  Field needed to calculate ROI ** The ROI is calculated as the net gain (Total Value Won Opportunities - Actual Cost) divided by the Actual Cost. The ROI result is expressed as a percentage. 2) Total Value Won Opportunities = Calculated field for total amount of all opportunities associated with the campaign hierarchy, including closed/won opportunities  All campaigns in a hierarchy must use the same currency Campaign Execution Build campaign: Understand campaign statistic calculations first!
  • 27.
    Campaign Execution Build campaign:Understand campaign statistic calculations first! The Campaign ROI Analysis Report calculates the return on investment and average costs for your campaigns Tips & Tricks Be sure to fill out the Actual Cost field so your ROI will be calculated for you
  • 28.
    Campaign Execution Build campaign:Consider using Campaign Hierarchies • Campaign hierarchies provide a powerful categorization tool that enables you to analyze/report on the health of your related multi-channel, integrated campaigns – It is important that marketing managers use a Parent Campaign1 to tie these elements together and enable reporting across all tacticsExample: Tips & Tricks The naming convention should include the quarter and fiscal year of the campaign 1Parent Campaign field is hidden; you need to change FLS.
  • 29.
    Campaign Execution Build campaign:Consider using Campaign Hierarchies cont.  When using Parent Campaign, you can see the whole picture!
  • 30.
    Campaign Execution Campaign tools:Set up HTML E-mail Templates E-mail Templates are easy to set up!  Set up your Letterhead to standardize the look and feel of HTML email templates  Include graphics through the Documents tab
  • 31.
    Campaign Execution Campaign tools:Start off with a unique landing page using Web-2-Lead With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web-to-Lead form can be used for contact me requests, registration pages, or campaign landing pages. De-duping logic can be included! Web-to-Lead Form Tips & Tricks Leverage Apex code to assist with de-duping before creating Lead record in Salesforce Tips & Tricks Brand the form to match the offer they received and keep your fields short Tips & Tricks Key fields are hidden like Campaign ID, Member Status, Product Line, Lead Source, etc. Web-to-Lead
  • 32.
    Campaign Execution Campaign members:Mass add Campaign Members Manage Members Salesforce provides a variety of ways in which you can manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose which method to use based on your business needs; for example, you can add and update up to 50,000 campaign members at a time through lead or contact. Tips & Tricks When adding NEW members via importing a file, it’s important to have a de-dupe strategy Note: You can use other import sources!
  • 33.
    Campaign Execution Mass Email:Consider using email marketing partners Email Marketing Partners Tips & Tricks You can send mass email to a maximum of 1000 external email addresses per day, consider our e- mail marketing partners Tips & Tricks Consider an Email Marketing Task Force to ensure customers and prospects are not being emailed too frequently
  • 34.
    Agenda • Campaign Preparation –Goal of the Campaigns – How to Target Campaigns – Determine Campaign Programs – Define Campaign Responses – Define Campaign Access • Campaign Execution – Build Campaign – Campaign Tools – Campaign Members – Mass E-mail • Campaign Tracking – Campaign Responses – Campaign Measurement
  • 35.
    Website Response Individual Manual Update Response Website Phone/Telemarketing Search Engine/ Google AdWords PR/Events Email Events Campaign Tracking Campaign responses: How does one respond? Mass Update Tips & Tricks Set up the processes you need each response channel to follow for your Call to Action
  • 36.
    Campaign Tracking Campaign responses:Individual manual update For campaigns that elicit responses one-by-one, for example, via a phone call to a sales rep, you can manually link a contact, lead, or person account to a campaign and update that individual’s campaign status. Any user can do this via the Campaign History related list on a contact, lead, or person account. Campaign History Individual Manual Update 1. Search for Lead or Contact, update status 2. Add Lead to Campaign 3. Pick correct Member Status
  • 37.
    Campaign Tracking Campaign responses:Mass update Manage Members Mass Update Salesforce provides a variety of ways in which you can manage the leads, contacts, and person accounts that you are targeting with your campaigns. You can choose which method to use based on your business needs; for example, you can add and update up to 50,000 campaign members at a time through lead or contact. Tips & Tricks When adding members via importing a file, it’s important to have a de-dupe strategy
  • 38.
    Campaign Tracking Campaign measurement:Salesforce campaign reports • Utilize the 8 standard pre-built Campaign Reports • Customize your own!
  • 39.
    Campaign Tracking Campaign measurement:Salesforce e-mail campaign report with integration
  • 40.
    Campaign Tracking Campaign measurement:Measure overall campaign effectiveness  Build your own  Leverage for Pre-built Dashboards Marketing Metrics Dashboard 1.0 Marketing Targets Dashboard 1.1
  • 41.
    100% increase inlead conversion rate. Increased lead conversion by 400%. Reduced time for preparing email campaigns by 95%. Went from managing 1 to 16 simultaneous campaigns. Measuring and Improving Business Leads Analysis Campaign ROI Lead Tracking Campaign Analysis Campaign RevenueLead Management Campaign Tracking Campaign measurement: Proven customer success “40 percent reduction in time to build email marketing sends” “Increased lead generation by 20 percent and reduced follow-up time by 50 percent” “40 percent reduction in time to build email marketing sends”
  • 42.
  • 43.
    Tools & Resources Considerusing Salesforce for Google AdWords • Advertise Online • Generate Leads • Track Keyword Effectiveness
  • 44.
    Tools & Resources Whatelse is out there that I can use? • E-mail Marketing Partners • Demand Generation Partners • Sales Intelligence Partners • Data Cleansing Partners Tips & Tricks You can utilize partner tools to execute various types of campaigns, generate new leads and integrate the data directly with Salesforce.com
  • 45.
    Tools & Resources Whatelse is out there that I can use? Campaign Membership Report - Installs a single web link to show everyone associated with the campaign Campaigns Related to Opportunities Report - Creates a campaign contact report accessible from a custom link on the Opportunity detail page Recommended AppExchange Marketing (free) Components
  • 46.
    Marketing Manager Tier 1 Sales: SalesReps 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 ManagementLead 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 QualityLead Type Neglected Leads Marketing Campaign Lead Capture Active Customer Account becomes an active customer. Lead Conversion Contacts
  • 47.
    Contacts Sales and Marketing:Tools and Terminology Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in. Accounts Opportunities Accounts are your organization's customers, competitors, and partners. Each account stores information such as name, address, and phone numbers. For each account, you can store related information such as opportunities, activities, cases, partners, contracts, and notes. Contacts are all of the individuals associated with your business accounts that you need to track in Salesforce. You can store various information for a contact, such as phone numbers, addresses, titles, and roles in a deal. Opportunities are the sales and pending deals that you want to track. By adding opportunities, you are also building your “pipeline,” which will contribute to your forecast. You can also link opportunities to campaigns to help measure the ROI of your marketing programs. A lead is a prospect or potential opportunity - a person you met at a conference who expressed interest, or someone who filled out a form on your company’s website. A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, or other type of marketing initiative. Leads Campaigns Google AdWords™ is an online advertising service used to create advertisements that display on major search engines, including Google. Many Salesforce customers advertise online with Google AdWords as a mechanism to generate leads.Google AdWords With Web-to-Lead, you can gather information from your company’s website and automatically generate leads. Web- to-Lead form can be used for contact me requests, registration pages, or campaign landing pages. Products are the individual items that you sell on your opportunities. You can create a product and associate it with a price in a price book. Each product can exist in many different price books with many different prices. A product that is listed in a price book with an associated price is called a price book entry. Products Web-to-Lead Form
  • 48.
    Sales and Marketing:Tools and Terminology A forecast is your best estimate of how much revenue you can generate in a quarter. This amount is divided between Commit Amount - the amount you can confidently close - and Best Case Amount - the total amount of revenue you might possibly generate. A manager’s forecast should include the amount of revenue the entire team can generate together. Forecasts A contract is a written agreement between two or more parties. Many companies use contracts to define the terms for doing business with other companies. Track the contract through your organization’s approval process and use workflow alerts to notify yourself when to initiate contract renewals.Contracts Group calendaring will helps you better collaborate as a team, and arrange meetings with prospects and customers. Task Activities Tasks are to-do items that need to be followed up on. They can be associated with accounts, contacts, leads, or other custom objects. You can follow up on the task yourself, or assign it to another user. Maintain a historical record of all activities related to an account, contact, or opportunity. Your activity history includes emails, call notes, and calendar events, so everyone is on the same page. Calendar Events Reports are lists, summaries, and analyses of your data, which you can display or print. To help you monitor your organization, Salesforce offers a wide range of standard reports, accessible in the Reports tab. You can also create new custom reports to access exactly the information you need. You can subtotal and limit your data to help you analyze trends and get a concise picture of what is happening in your organization. Reports Dashboards give you a real-time snapshot of corporate metrics and key performance indicators. A dashboard is a group of different charts (or components) that graphically display your custom report data. You can select up to 20 different custom reports to display data graphically as charts in each dashboard.Dashboards A document library is a place to store files without attaching them to accounts, contacts, opportunities, or other records. Each document in the document library resides in a folder. The folder’s attributes determine the accessibility of the folder and the documents within it.Documents Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.
  • 49.
    Make searching dataand interacting with the results of your searches simple, smooth, and highly effective. Inline paging and sorting features simplify the task of working with large sets of search results. Powerful filtering and scoping functions narrow searches and results. Customization options enable users to design search results layouts that are tailored for the way they work. Sales and Marketing: Tools and Terminology With computer-telephony integration (CTI) capabilities, you can directly integrate your telephone network into Salesforce and access it entirely through the familiar, browser-based Salesforce interface. With the combined power of CTI and the new Salesforce Console, salesforce.com delivers unlimited productivity to your call centers. Outlook users enjoy high levels of productivity with Apex Connect Outlook—formerly called Outlook Edition—which makes it easy to synchronize important customer data between two commonly used applications. With Connect Outlook 3.0 in Spring ’07, productivity for Outlook users gets another boost with several enhancements. Users can add emails with attachments, create contacts and leads directly in Outlook, and create relationships between calendar events and associated objects such as accounts and opportunities. CTI Integration Connect Outlook You can set up a Web-to-Lead form to capture contact me requests from your company’s website. With a lead de- dupe solution you can automatically route those requests to the person who owns the account. Web-to-Lead Form With Salesforce you can create email templates for common emails such as web-to-lead responses, sales prospecting, announcements, and internal workflow. You can even personalize parts of the email with information from the contact or account record. Email Templates Plan and execute email campaigns targeted at prospects and customers. Enterprise Edition customers can send 500 emails per mass mailing, while Unlimited Edition customers can send 1,000 emails per mass mailing. Salesforce can also integrate with third-party marketing solutions and offers out-of-the-box integration with several top email marketing vendors. Mass Email Evaluate the success of email campaigns with integrated response tracking and easy monitoring of key campaign metrics, such as whether recipients open the messages, when they open them, and more.Email Tracking  Search Import Wizard The ability to easily import data into Salesforce is one of the application's key benefits. Import excel worksheets or CSV (comma separated value) files. Map the information to leads, contacts, accounts, solutions, and custom objects. Search Import Tools on Salesforce Community for more information. Below you’ll find the tools and terminology used in the application and online training. For more information visit Salesforce Community, the Salesforce.com Online User Community. You can search the site, browse around, and see what the community is interested in.