Advanced Campaign Management: ROI, Offers, and Beyond

Marketing Professionals

John Kucera: salesforce.comJohn Hanson: CompuwareEric Schultz: Compuware

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John Kucera

Product Manager,

salesforce.com

Agenda

Measuring Campaigns for Success

Campaign Offer Management and 20 minute websites

Campaigns extend your visibility to Revenue

Web Analytics

Web Visitors

Marketing Leads

Sales Leads

Pipeline

$$$

Salesforce Campaigns

So what’s the problem anyways?

“How do I prioritize leads based on what they do?

“Multiple campaigns touch my leads – how do I figure

out what’s working and what’s not?”

“Why do I have to create a report just to see how each

campaign is going?”

“Why do I have to create a report to see how a program

is doing?”

Demo

Lead Scoring

Campaign Statistics – Rollup Summary Fields

Campaign Influence

Campaign Hierarchies

Dashboards Every Marketer Should Have

Why Reinvent the Wheel?180+ Pre-Integrated Marketing Apps Can Give You a Head Start!

• Popular Categories:– Demand Generation

– Landing Pages

– Marketing Automation

– Search Marketing

• Many solutions are FREE

Key Take Aways

Lead scoring doesn’t have to be hard

Campaign summaries automate metrics

Campaign hierarchies are a marketer’s best friend

Campaign Influence measures multiple campaigns

9

John Hanson

Digital Marketing Analyst,

Compuware Corporation

Eric Schultz

Digital Marketing

Analyst & Architect,

Compuware Corporation

Questions?

Advanced Campaign Management: Lead Nurturing & Offer Management

Appendix: Campaigns Demo Backup

Appendix: Website Demo Backup

All Campaigns Are Syndicated to Our Website

And Are Dynamic Based on Webpage

All Information For Banners are Stored and Retrieved From Salesforce

A Banner Takes You to a Salesforce Site

The Site Remembers Who You Are

Only the First Time Do You Have to Enter All Your Information

The Form Validates Before Registering

After Registration, User is Taken to Asset Automatically

Appendix 2: Salesforce Demo Backup

Let’s Create a Campaign

Let’s Make an Event Which Will Be the Offer

We Add Details About the Offer Such as Location, Agenda, and Biographies

A Biography Details a Person’s Info

We Can Build Agendas Easily

We Can Add a Location and a Google Map Will Automatically Display on Page

Let’s Promote This Event with a Website Banner Campaign

To Create a Landing Page, Banner, and Form We Define a User Experience

Select User Experience Type (Website Banner)

Add Headline, Synopsis, Call to Action for Banner

Add Title, Description, etc… for Landing Page

Set Page Style, Custom Billboard, Publish Language

After Saving, We Can See What the Banner Will Look Like Before Publishing

We Can Preview the Landing Page Before Publishing, Too

The Landing Page Pulls in the User Experience as Well as Offer Campaign Information

Biographies Rendered Cleanly without Needing to Know HTML

Location and Map Renders without Needing to Know Javascript

Agenda Renders Cleanly Even Across Timezones

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