The document discusses best practices for using campaigns to track marketing programs and measure their effectiveness. It recommends defining goals, programs, and metrics upfront. It also emphasizes setting up campaigns to facilitate reporting and connecting marketing activities to leads and revenue to close the loop. Properly configured campaigns provide visibility into what is working and allow optimization of resources.

1. Campaigns to Cash Elizabeth Smyth, salesforce.com Kirk Crenshaw, RevCatalyst Marketing I: Building the Funnel

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3. What Are We Going To Cover? Why you would want to track your marketing programs with campaigns How to use campaigns Benefits of campaign management – Dashboards Best Practices

4. cam·paign man’age·ment [kam-peyn man-ij-muh’nt] noun. Managing a series of marketing tactics that are all designed to achieve a specific business goal (increased revenue, leads, customer adoption, etc). Why track your marketing programs using campaigns? What is campaign management?

5. Why track your marketing programs using campaigns? Types of Marketing Programs Awareness Press and Media Analyst Relations Customer References Advertising Lead Maturation Webinars Demos White paper programs Offers Case studies VIP Dinners etc Web Web Site Design On line Promotions Promotions Lead Generation Search Engine Marketing Events Direct Response – email, mail, telemarketing List rental/Purchase

6. Why track your marketing programs using campaigns? Marketers Have Difficultly in Measuring ROI without Lead Visibility Ability to Measure Marketing Return Satisfied with Ability to Measure ROI Dissatisfied with Ability to Measure ROI Percent of Companies CMO Council Survey of over 1,000 marketing executives Tracking Leads Through Sales Cycle Data Compatibility Uploading Data Slow Response Top Difficulties in Lead Generation Percent of Companies Inability to Track from Lead-to-Close Poor Data Quality Out-of-date Information Poor Reporting Tools

7. Poor Lead Management Inconsistent Branding Poor Response Rates & ROI Lost Leads Slow Response Ineffective Lead Process Poor Quality Messaging/ Branding Outdated Information in Field Difficult Proving Marketing Effectiveness Can Not Track Lead to Close No Accountability for Leads Poor Data Quality Why track your marketing programs using campaigns? Top Marketing Challenges

8. Automated & Optimized Lead Management Closed business ties back to leads Leads tie to marketing campaigns Why track your marketing programs using campaigns? Complete Visibility of Campaign Effectiveness from campaign to revenue Closing the Sales & Marketing Loop

9. To get a holistic view of how your marketing initiatives are performing and to replicate successful programs / tactics / channels. Why track your marketing programs using campaigns? In summary….

10. How to use campaigns Business Stuff First… GOALS PROGRAMS PLANS EXECUTION REPORT Define your goals and objectives Pipeline? Revenue? Leads? Adoption? Decide on the specific initiatives under each of those programs Schedule Budget Targets Metrics Channels Create your campaign, and make it happen! Landing pads Unique phone numbers Audience lists Track your response and Show the success of your programs Reports Dashboards Email campaigns Events PR Telemarketing Determine the programs you will use to achieve those goals

11. Inside Opportunities Field Opportunities Lead Capture Lead Qualify Website Events How to use campaigns Manage all types of campaigns and responses Phone Search Engine PR/Events Email

12. How to use campaigns Set your campaigns up for easy analysis and Reporting Tips & Tricks Have a naming convention: eg EMEA – FY08Q3 – City Tour - Brussels Tips & Tricks Set the right campaign record type eg email, events etc Tips & Tricks Define your lead source values so they tie back to budget dollars Tips & Tricks Tie campaigns together with a custom field like “Parent Campaign”

13. How to use campaigns Make it easy for your sales teams Tips & Tricks Attach Relevant Documents Tips & Tricks View all opportunities from the campaign and calculate ROI

14. How to use campaigns Start off with a unique landing pad

15. How to use campaigns Lead Management is Crucial to the Success of your Campaigns Score Leads Automated Calculations 1 2 3 4 Lead Management Example Optimize Lead Distribution Automate Lead Capture De-Duplicate 5 Analyze in Real-Time Reports and Dashboards Source: Industry: Company Size: 1 2 4 7 Score < 10 Product: A Inside Lead Queue Round Robin Distribution Score > 10 Product: B Outside Northeast Sales Rep Queue Routing Rule: Lead Queue: Lead 1 Lead 2

16. Benefits of Campaign Management Example Report #1 – Campaign Metrics

17. Benefits of Campaign Management Example Report #2 – Lead Status

18. Benefits of Campaign Management Example Report #3 – Lead Source

19. Benefits of Campaign Management Leverage Pre-Built Reports Lead Lifetime Report Campaign Opportunity report Average transaction size Lead Lifetime Report Campaign Opportunity report $ or Deal Won Business Lead Lifetime Report Campaign Opportunity report $ Pipeline Created Lead Lifetime Report (count of opportunities) Campaign Opportunity report Count of Qualified Leads Lead Report Campaign ROI report Count of Leads Lead Reports Campaign Reports Metric

20. Benefits of Campaign Management Example Dashboard – Campaign Effectiveness METRIC snapshot of key metrics COMPARE performance v. target REPORT campaign revenue generated GROUP responses by tactic TREND data shows impact LIST top performing campaigns

21. What are we going to cover? Why you would want to track your marketing programs with campaigns How to use campaigns Benefits of campaign management – Dashboards Best Practices

22. KIRK CRENSHAW CEO REVCATALYST [email_address]

23. All About Company RevCatalyst INDUSTRY : Marketing Consulting EMPLOYEES : 2+ GEOGRAPHY : United States # USERS : 2+ PRODUCT(S) USED : SFA, SFGA, Marketing, 5 downloaded AppExchange applications RevCatalyst delivers revenue focused demand generation services to help growing B2B companies develop, plan, and implement a high quality lead generation operation.

24. Why Do I Use Campaigns? Closes the loop Measure ROI/ROM Measure of success or failure Adjust resources/$ Supports the sales process Context Nurturing Centralizes reporting Center of my universe Proves my value! Budgets

25. Getting Started

26. Step 1: Evaluate Your Sales/Marketing Process How to you generate, track and measure demand? Program Mix/Tactics Audience/Segmentation Offers/Assets Nurturing What happens to the responses? (Closing the Loop) Response/Data Capture Inquiry/Lead Routing Follow-up/Emails Tracking Scoring

27. Tip: Leverage a Process Map Updated – SFGA Blog http://blogs.salesforce.com/adwords/2007/06/process_maps_ge.html

28. Step 2: Define Reports What do you want to track? High Level Executive Granular ROI/ROM analysis Tactics Segments Sales reporting Define dashboards Reports drive design

29. Tip: Draw Up Plans or Mock Up in Excel

30. Step 3: Define Necessary Fields What fields do you need? Remember: Can’t report on what you don’t capture What information is needed to fulfill reports? Lead vs. Campaign Marketing vs. Sales What will create “context”? Assignment or Auto Response triggers? How will they be organized? Define page layout Logical grouping

31. Step 4: Create Personalized Auto Reponses Leverage Auto Response/Assignment Triggers Responds with a relevant auto reply email Can personalize with merge fields

32. Implementation Check List Add fields Customize page layouts Customize lead assignment rules Create follow-up emails Set auto-response rules Create any needed custom workflow rules Create and implement web-to-lead forms Create and implement desired reports and dashboards

33. Example: Campaign Page Layout Defines who responded

34. Take It to the Next Level

35. Campaign Page Layout Performance Context

36. Marketing Influence Report

37. Consoles – Follow-up Calling

38. Other Advanced Capabilities Record types Impact page layout based on campaign type Lookup fields Can create campaign hierarchies Member “Status” Fields Member First Associated Member First Responded Date Member Status Update Date Lead scoring Leverage formulas and hidden fields New custom report types! New in Summer ‘07

39. Best Practice Checklist Leverage web-to-lead to manage all web-based inquiries (Close the Loop) Lead assignment/Personalized auto responses Use hidden fields to add additional context and provide “triggers” Assign all inquiries to a campaign Look at all website forms/landing pages Create a standardized naming convention Example: FY07M2 – Email – House List – Web Seminar Registration Create context Why did someone respond? Use member status values to track activities Member Status - Responded/Updated/Associated Leverage ROI reporting Opportunities (ROM)/Closed deals (ROI) Be sure to input program costs to track ROI Take advantage of the AppExchange Subscribe to the RSS feed for up to date information

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41. Thank you!

42. Campaigns to Cash Elizabeth Smyth, Salesforce.com Kirk Crenshaw, RevCatalyst Marketing I