1. Best Practice:
Campaign Management for
Marketing Professionals

2. Campaigns Best Practices
 Business Driver
 Best Practice Overview
 Best Practices: Campaign Management
– Campaign Preparation
– Campaign Execution
– Campaign Tracking
 Tools & Resources
NOTE: Campaigns are included with Enterprise Edition, and available for an additional cost with Professional Edition. In
the Professional Edition, one campaign license is consumed for each user that has the "Marketing User" box checked.

3. Business Driver
 As the leader in on-demand customer relationship
management (CRM), salesforce.com understands the
importance of integrated sales and marketing
 Our closed-loop marketing automation application,
Salesforce Marketing, empowers you to centrally
manage multi-channel campaigns, manage and track
search campaigns, manage leads, collateral, e-mail
templates while providing real-time analytics to your
success
 With so many moving parts, where do you start?

4. Best Practice Overview
 Campaign Management is a series of marketing tactics
and programs that are all designed to achieve a specific
business goal (increase revenue, leads, customer
adoption, etc).
 Learn best practices for planning, executing and
tracking marketing campaigns that generate demand
for your products and services
 Note: This deck does not cover the Lead Management process in
detail. Please request our Lead Management best practice
presentation for more details.

5. Campaign Management

6. 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

7. 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

8. Campaign Preparation
How to target campaigns: Define who you want to target
 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 3 rd 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

9. Campaign Preparation
How to target campaigns: Information to use when creating targets
 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

10. Campaign Preparation
Determine campaign programs: Decide your channels and process
Phone/Telemarketing
Search Engine/ Google Ad
Words
Inside Opportunities
Website Lead Capture/
PR/Events Lead Qualify
Field Opportunities
Email
Events
Tips & Tricks
Be sure to have a process
defined for your programs
and Campaigns

11. 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.

12. 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).

13. 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

14. Campaign Execution
Build campaign: Include key fields for tracking
Tips & Tricks
Have a naming convention:
e.g. EMEA – FY08Q3 –
Success Tour - Brussels
Tips & Tricks
Update the Type picklist field
and keep the total number of
values to no more than 10 and
include general types
Tips & Tricks
Define your lead
source
values so they tie back
to budget dollars
Tips & Tricks
Tie campaigns together
with the “Parent
Campaign” field

15. 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

16. Campaign Execution
Build campaign: Set up member response status values

17. 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”
17

18. Campaign Execution
Build campaign: Understand campaign statistic calculations first!
1) Total Leads = SUM of all leads 2) Total Contacts = SUM of all
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
4) Total Responses = SUM of all
visible records associated to
this campaign that have a
3) Converted Leads = SUM of all member status with the
l
“Responded” box checked
e
** Best metric for success of
a
campaign – when member
d
statuses are set up correctly!
s
a
s
s

19. Campaign Execution
Build campaign: Understand campaign statistic calculations first!
1) Total Value Opportunities = 3) Budgeted Cost = Amount of
Calculated field for the amount of money budgeted for the
all opportunities associated with campaign
this campaign incl. closed/ won  This field is not required to
 For organizations using multiple calculate the ROI of the
currencies, amounts are campaign
converted to campaign currency
 Does not include opportunities
that influenced campaign
4) Actual Cost = Amount of
money spent to run the
2) Total Value Won campaign
Opportunities = Calculated  Field needed to calculate ROI
field for total amount of all
** The ROI is calculated as the
opportunities associated with the
net gain (Total Value Won
campaign hierarchy, including
Opportunities - Actual Cost)
closed/won opportunities
divided by the Actual Cost.
 All campaigns in a hierarchy The ROI result is expressed
must use the same currency as a percentage.

20. 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

21. 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 tactics
Example:
Tips & Tricks
The naming convention should
include the quarter and fiscal
year of the campaign
Parent Campaign field is hidden; you need to change FLS.
1

22. Campaign Execution
Build campaign: Consider using Campaign Hierarchies cont.
 When using Parent Campaign, you can see the whole picture!

23. Campaign Execution
Build campaign: Consider using Campaign Influence!
 Because opportunities are usually influenced by more than one campaign,
the campaign influence feature allows you to manually or automatically
associate multiple influential campaigns to a single opportunity
– Enable Campaign Influence for automatic association
– Configure Time Frame and/or Association Rules
• Influential campaigns are automatically added to opportunities when a campaign is related to a
contact that is assigned a contact role on an opportunity prior to the close date of the opportunity
• Campaign Influence Time Frame, if specified, is the maximum number of days between the campaign
first associated date and opportunity created date. Campaigns associated to a contact prior to this
timeframe will not be considered influential
– Add the Campaign Influence related list to Opportunity Page Layout
– Primary Campaign Source on Opportunity is the “most” influential
• When Lead is converted, their campaign is automatically inserted into this field
• If the Lead is linked to multiple campaigns, most recently updated member status wins
• Can update field manually or through Campaign Influence related list

24. Campaign Execution
Build campaign: Best practices for Campaign Influence
 Consider the following rules when setting up and using
Campaign Influence:
– Add Contact Roles to your Opportunity page layouts
– Instruct Sales to add key contacts in Contact Roles associated
to their deal so campaigns are automatically correlated
– If using Sales to send e-mail templates for a specific Campaign:
• First, ensure you have a good Contact de-dupe strategy
• Instruct Sales to send e-mail from Contact record but change the
“Related To” to Campaign and include the name so it’s easy OR
just ask Sales for their top Contacts and you do the work!

25. 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

26. Campaign Execution
Campaign tools: Start off with a unique landing page using Web-2-Lead
Web-to-Lead
Tips & Tricks Tips & Tricks
Key fields are hidden like Brand the form to match the
Campaign ID, Member Status, offer they received and keep
Product Line, Lead Source, etc. your fields short
Tips & Tricks
Leverage Apex code to assist
With Web-to-Lead, you can gather information from your
with de-duping before creating company’s website and automatically generate leads.
Web-to-Lead form can be used for contact me requests,
Lead record in Salesforce registration pages, or campaign landing pages. De-duping
Web-to-Lead Form
logic can be included!

27. Campaign Execution
Campaign members: Mass add Campaign Members
Note: You can use other import sources!
Tips & Tricks
Salesforce provides a variety of ways in which you can
When adding NEW members via manage the leads, contacts, and person accounts that you
are targeting with your campaigns. You can choose which
importing a file, it’s important to method to use based on your business needs; for example,
have a de-dupe strategy you can add and update up to 50,000 campaign members
Manage Members
at a time through lead or contact.

28. Campaign Execution
Mass Email: Consider using 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
Email Marketing Partners
Tips & Tricks
Consider an Email Marketing
Task Force to ensure customers
and prospects are not being
emailed too frequently

29. 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

30. Campaign Tracking
Campaign responses: How does one respond?
Phone/Telemarketing
Search Engine/ Google Ad
Words
Website
Response
Website
PR/Events
Individual
Manual
Response Update
Email
Mass
Events Update
Tips & Tricks
Set up the processes you need
each response channel to
follow for your Call to Action

31. Individual
Campaign Tracking
Manual
Update
Campaign responses: Individual manual update
1. Search for Lead or Contact, update status
2. Add Lead to Campaign
For campaigns that elicit responses one-by-one, for
3. Pick correct Member Status 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,
Campaign History
or person account.

32. Campaign Tracking
Mass
Update
Campaign responses: Mass update
Tips & Tricks
Salesforce provides a variety of ways in which you can
When adding members via manage the leads, contacts, and person accounts that you
are targeting with your campaigns. You can choose which
importing a file, it’s important to method to use based on your business needs; for example,
have a de-dupe strategy you can add and update up to 50,000 campaign members
Manage Members
at a time through lead or contact.

33. Campaign Tracking
Campaign measurement: Salesforce campaign reports
 Utilize the 8 standard pre-built Campaign Reports
 Customize your own!

34. Campaign Tracking
Campaign measurement: Salesforce e-mail campaign report with integration

35. 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

36. Campaign Tracking
Campaign measurement: Proven customer success
Measuring and Improving Business
Reduced time for
Reduced time for
100% increase in
100% increase in preparing email
preparing email
lead conversion rate.
lead conversion rate. campaigns by 95%.
campaigns by 95%.
Campaign
Campaign
Lead Analysis
Revenue
Management
Went from managing
Went from managing
Increased lead
Increased lead 1 to 16 simultaneous
1 to 16 simultaneous
conversion by 400%.
conversion by 400%.
Campaign Lead campaigns.
campaigns.
ROI Tracking
Leads
Analysis
“40 percent reduction in time “Increased lead generation by “40 percent reduction in time
to build email marketing 20 percent and reduced follow- to build email marketing
sends” up time by 50 percent” sends”

37. Tools & Resources

38. Tools & Resources
Consider using Salesforce for Google AdWords
 Advertise Online
 Generate Leads
 Track Keyword
Effectiveness
For more information, visit our website:
http://www.salesforce.com/products/marketin
g-automation/campaigns/search-
marketing.jsp

39. Tools & Resources
What else is out there that I can use?
Tips & Tricks
 E-mail Marketing Partners You can utilize partner tools to
execute various types of campaigns,
 Demand Generation Partners generate new leads and integrate
the data directly with
Salesforce.com
 Sales Intelligence Partners
 Data Cleansing Partners
AppExchange:
http://www.salesforce.com/appexchange

40. Tools & Resources
What else is out there that I can use?
Recommended
AppExchange
Marketing (free)
Components
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

41. Tools & Resources
What else is out there that I can use?
 Marketing Professionals on Community
– http://www.salesforce.com/community/crm-best-practices/marketing-professio
 Salesforce.com Marketing Blog
– http://blogs.salesforce.com/marketing
 Sales and Marketing process maps and additional best
practice information in the Salesforce.com Community
– http://www.salesforce.com/community/crm-best-practices/sales-
professionals/sales-process-and-methodology/sales-mktg-process-
map.jsp

42. Tools & Resources
What else is out there that I can use?
 Campaigns to Cash: Best Practices for Tracking Campaign Effectiveness:
http://www.salesforce.com/community/crm-best-practices/marketing-professionals/campaig
 Become An Expert: Campaign Management & Website Integration:
http://www.salesforce.com/community/crm-best-practices/marketing-professionals/campaig
 How Salesforce.com uses Marketing:
http://www.salesforce.com/community/crm-best-practices/marketing-professionals/campaig
 Salesforce for Google AdWords Overview:
http://www.salesforce.com/community/crm-best-practices/marketing-
professionals/demand-generation/search-marketing/sfga-overview.jsp

43. 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.
Accounts
Salesforce.com Tabs
Campaigns Leads Contacts
Opportunities
Lead Generation Lead Management Opportunity Management
Lead Capture Mechanisms
Marketing Marketing Lead • Online Registration Forms
Campaign Capture • Import Lists From Excel
Manager The lead is converted into
• Manually Enter Business Cards
an opportunity with an
associated contact and
account. Often the lead will
be handed off to the tier 2
Tier 1 Sales: yes sales person to work it
Lead Check for Work Lead & Adjust Lead
Qualify Lead through the sales cycle.
Sales Reps or Assignment Duplicates Lead Status Qualified? Conversion
Inside Sales
no
Common Reasons for Duplicate Leads
• Bogus info
Types of Campaigns • Duplicate lead
• Email Campaigns • Current customer
• Advertising • New contact, current opportunity
• Direct Mail
Tier 2 Sales: • Trade Shows
Sample Lead Status yes
Account • Open: Followed up on within 48 hours Sales Cycle
Active
Executives or • Working: Day 1 through day 30 Win? Customer
Field Sales • Developing: Scheduled follow up beyond 30 days no
• Archive: Non-responsive or No Current Interest
Sample Sales Stages
• Lead
Sample Qualification Questions • Needs Analysis Account becomes an
• Current Situation • Confirmed active customer.
• Pains • Objection Handling
• Opportunity Size • Selected
• Timeframe • Negotiating
Sample Routing Rules • Closed/Won
• Budget
• Territory Based Routing • Closed/Lost
• Decision Maker
• Product Based Routing
• Main Competitor
• Pick Off Queues
• Manual Assignment of Leads
Keep a historical record of Keep a historical record of
archived leads and set up Archived archived opportunities and Archived
email campaigns or follow up set up email campaigns or Opportunities
Leads
reminders to regenerate follow up reminders to
interest. regenerate interest.
Management Campaign Lead
Lead Opportunity Closed
Reports & Effectiveness Lead Status Conversion
Source Pipeline Business
& ROI
Dashboards
Lead Neglected
Lead Quality Competitive
Type Leads
Win/ Lose

44. 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.
A campaign is an outbound marketing project that you Accounts are your organization's customers, competitors,
want to plan, manage, and track within Salesforce. It can and partners. Each account stores information such as
be a direct mail program, seminar, print advertisement, name, address, and phone numbers. For each account,
email, or other type of marketing initiative. you can store related information such as opportunities,
activities, cases, partners, contracts, and notes.
Campaigns
Accounts
Google AdWords™ is an online advertising service used to Contacts are all of the individuals associated with your
create advertisements that display on major search business accounts that you need to track in Salesforce.
engines, including Google. Many Salesforce customers You can store various information for a contact, such as
advertise online with Google AdWords as a mechanism to phone numbers, addresses, titles, and roles in a deal.
generate leads.
Google AdWords
Contacts
Opportunities are the sales and pending deals that you
With Web-to-Lead, you can gather information from your want to track. By adding opportunities, you are also
company’s website and automatically generate leads. building your “pipeline,” which will contribute to your
Web-to-Lead form can be used for contact me requests, forecast. You can also link opportunities to campaigns to
registration pages, or campaign landing pages. help measure the ROI of your marketing programs.
Opportunities
Web-to-Lead Form
A lead is a prospect or potential opportunity - a person you Products are the individual items that you sell on your
met at a conference who expressed interest, or someone opportunities. You can create a product and associate it
who filled out a form on your company’s website. 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
Leads Products
price is called a price book entry.

45. 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.
A forecast is your best estimate of how much revenue you Tasks are to-do items that need to be followed up on. They
can generate in a quarter. This amount is divided between can be associated with accounts, contacts, leads, or other
Commit Amount - the amount you can confidently close - custom objects. You can follow up on the task yourself, or
and Best Case Amount - the total amount of revenue you assign it to another user.
might possibly generate. A manager’s forecast should
Task
Forecasts include the amount of revenue the entire team can
generate together.
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
A contract is a written agreement between two or more
everyone is on the same page.
parties. Many companies use contracts to define the terms
for doing business with other companies. Track the Activities
contract through your organization’s approval process and
use workflow alerts to notify yourself when to initiate
Contracts contract renewals.
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
A document library is a place to store files without reports, accessible in the Reports tab. You can also create
attaching them to accounts, contacts, opportunities, or new custom reports to access exactly the information you
other records. Each document in the document library Reports need. You can subtotal and limit your data to help you
resides in a folder. The folder’s attributes determine the analyze trends and get a concise picture of what is
accessibility of the folder and the documents within it. happening in your organization.
Documents
Dashboards give you a real-time snapshot of corporate
Group calendaring will helps you better collaborate as a metrics and key performance indicators. A dashboard is a
team, and arrange meetings with prospects and group of different charts (or components) that graphically
customers. display your custom report data. You can select up to 20
different custom reports to display data graphically as
Calendar Events Dashboards charts in each dashboard.

46. 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.
Make searching data and interacting with the results of With Salesforce you can create email templates for
your searches simple, smooth, and highly effective. Inline common emails such as web-to-lead responses, sales
paging and sorting features simplify the task of working prospecting, announcements, and internal workflow. You
with large sets of search results. Powerful filtering and Email Templates can even personalize parts of the email with information
scoping functions narrow searches and results. from the contact or account record.
Search Customization options enable users to design search
results layouts that are tailored for the way they work.
Plan and execute email campaigns targeted at prospects
and customers. Enterprise Edition customers can send 500
Outlook users enjoy high levels of productivity with Apex
emails per mass mailing, while Unlimited Edition customers
Connect Outlook—formerly called Outlook Edition—which Mass Email can send 1,000 emails per mass mailing. Salesforce can
makes it easy to synchronize important customer data
also integrate with third-party marketing solutions and
between two commonly used applications. With Connect
offers out-of-the-box integration with several top email
Outlook 3.0 in Spring ’07, productivity for Outlook users
Connect Outlook marketing vendors.
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
 Evaluate the success of email campaigns with integrated
response tracking and easy monitoring of key campaign
and opportunities. metrics, such as whether recipients open the messages,
Email Tracking when they open them, and more.
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 The ability to easily import data into Salesforce is one of
to the person who owns the account. the application's key benefits. Import excel worksheets or
Web-to-Lead Form CSV (comma separated value) files. Map the information to
leads, contacts, accounts, solutions, and custom objects.
Search Import Tools on Salesforce Community for more
With computer-telephony integration (CTI) capabilities, you Import Wizard
information.
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,
CTI Integration salesforce.com delivers unlimited productivity to your call
centers.