Best Practices for Salesforce Campaigns
- 2. What is a Salesforce Campaign? A “Campaign” can mean something very different to every marketer: • Lowest level of marketing tactics (an individual email) • A culminating event like a trade show, including all supporting tactics (email, sponsored dinners, booth participation, etc.) • Highest level of organization and measurement (an overarching category including hundreds of sub-campaigns & tactics)
- 3. Parent & Child Campaigns Leveraging a campaign hierarchy ensures the right level of granularity for all types of campaigns and tactics Child (Tactic) Parent (Event) Grandparent (Category) Q1 2014 Webinars Buyers Persona Webinar Email Social Web Lead Nurturing Webinar Email Social Web
- 4. Tips for Setting up a Campaign Hierarchy • Ensure that the level of granularity is something you are committed to maintaining long term – For example, if you are rolling up campaigns based on Fiscal Year, any ongoing campaigns will have to be re-created for each fiscal year / fiscal quarter • In this instance, it might be easier to have a separate “Ongoing Campaigns” part of the Hierarchy OR • Instead of rolling up based on fiscal year, roll up based on Campaign Type / Category
- 5. Tips for Setting up a Campaign Hierarchy Here’s an example of a campaign hierarchy where all Website forms are a Salesforce Campaign that gets re-created each fiscal quarter. This might be difficult to maintain as you’ll need to remember to update these each quarter – including processing steps / integration rules/ smart campaigns, etc..
- 6. Tips for Setting up a Campaign Hierarchy • Pay attention to naming conventions. A standardized taxonomy helps users understand a given lead’s campaign history more readily. • Ensure the “Parent Campaign” field is available on the Campaign page layout • Populate the “Parent Campaign” field with the next highest campaign in the hierarchy to ensure proper roll-up
- 7. Tips for Setting up a Campaign Hierarchy • Add Hierarchy Fields & Campaign Hierarchy Related Lists to Campaign Page Layouts
- 8. Advantages of Using a Hierarchy • Go straight to the big picture – Simple, at-a-glance executive reports leveraging the “Hierarchy Total” fields. Allows executives to see how many overall campaign responses and how much revenue each campaign category brought in. (e.g., How many responses and how much revenue did our Q1 campaigns bring in?) • Drill-down to the details – By setting up a hierarchy based on category, event, and tactic each of these levels can be measured and analyzed (e.g., How much revenue did our website bring in?) • Perform side-by-side analysis – Compare sibling campaigns. (e.g., Do webinars have a larger ROI than tradeshows? Out of all the tradeshows we went to this year, which ones had the highest ROI?)
- 9. Campaign ROI • (Total Value Won Opportunities – Actual Cost) / Actual Cost • Opportunities are only included in Campaign ROI calculations if: – The campaign is listed as the opportunity’s “Primary Campaign Source” – The opportunity is Closed/Won
- 10. Primary Campaign Source • This is the last associated campaign on a lead prior to lead conversion OR the last associated campaign on a contact • Important Notes: – This field does not get populated automatically if creating an opportunity from an account – Best Practices: • Wherever possible, enforce opportunity creation on lead conversion • If this isn’t possible, require the “Primary Campaign Source” field on opportunities. Train Sales how to use it – if the exact Campaign Source is unknown, selecting the grandparent campaign can at least help in high-level roll-ups
- 11. Campaign Influence • Because opportunities are usually influenced by more than one campaign, “Campaign Influence” can be set up to automatically associate multiple influential campaigns to a given opportunity • To setup campaign influence navigate to: Setup > Customize > Campaigns > Campaign Influence
- 13. Reports • Roll-Up View on an individual / parent campaign • Canned Reports: Campaigns Tab – Campaign ROI Analysis: Calculates ROI and average costs for your campaigns • Can include campaign-hierarchy stats – Campaign Member Analysis: Summarizes information about who has responded to campaigns – Campaign Revenue Report: Analyze which opportunities have resulted from campaigns
- 14. Reports • Report Builder – Campaign Leads or Campaign Contacts: reports to list the leads / contacts associated with your campaigns – Campaigns with Influenced Opportunities: to view opportunities that have been influenced by multiple campaigns – Campaigns with Leads and Converted Lead Information: to view lead lifetime information sorted by a campaign or campaigns – Campaigns with Campaign Members: create a report that contains information about leads and contacts on multiple campaigns – Campaign Call Down: view contacts AND leads for a specific campaign
- 15. Salesforce Campaign Consulting As a certified Salesforce Consulting Partner, Lead Lizard can help you leverage Salesforce to intuitively match your business processes. Looking for a customized audit, strategic consulting, systems integration, reports and dashboards, or training? We can help you get the most from Salesforce. If you want to know more, reach out to us at info@leadlizard.com.
- 16. About Us Lead Lizard is a marketing automation agency focused on helping our clients get the most from their demand generation tools. We help enterprises develop strategic and tactical marketing campaigns designed to optimize use of marketing automation and CRM systems.