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Full session information and video available on successforce.com.TRANSCRIPT
Campaigns to Cash
Elizabeth Smyth, salesforce.com
Kirk Crenshaw, RevCatalyst
Marketing I: Building the Funnel
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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
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?
Why track your marketing programs using campaigns?
Types of Marketing ProgramsAwareness
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
Why track your marketing programs using campaigns?
Marketers Have Difficultly in Measuring ROI without Lead Visibility
Ability to Measure Marketing Return
0% 20% 40% 60% 80%
Satisfied with Ability to
Measure ROIDissatisfied with
Ability to Measure ROI
Percent of Companies
CMO Council Survey of over 1,000 marketing executives
0% 20% 40% 60% 80%
Tracking Leads Through Sales
CycleData
CompatibilityUploading 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Poor Data Quality Out-of-date Information Poor Reporting Tools
Inability to Track from Lead-to-Close
Poor Data Quality Out-of-date Information Poor Reporting Tools
Poor Lead Managemen
t
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Outdated Information in Field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
Automated & Optimized Lead Management
Closed business ties back to leads
Leads tieto marketing campaigns
Why track your marketing programs using campaigns?
Complete Visibility of Campaign Effectiveness from campaign to revenueClosing the Sales & Marketing Loop
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….
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
How to use campaigns Business Stuff First…
Inside Opportunities
Field Opportunities
Lead CaptureLead Qualify
Website
PhoneSearch Engine
PR/Events
Events
How to use campaigns Manage all types of campaigns and responses
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”
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
How to use campaignsStart off with a unique landing pad
How to use campaignsLead Management is Crucial to the Success of your Campaigns
Score LeadsAutomated Calculations
11 22 33
44
Lead Management Example
Optimize Lead Distribution
Automate Lead Capture
De-Duplicate
55 Analyze in Real-Time
Reports and Dashboards
Source:Industry:
Company Size:
124
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
Benefits of Campaign ManagementExample Report #1 – Campaign Metrics
Benefits of Campaign ManagementExample Report #2 – Lead Status
Benefits of Campaign ManagementExample Report #3 – Lead Source
Benefits of Campaign ManagementLeverage Pre-Built Reports
Metric Campaign Reports Lead Reports
Count of Leads Campaign ROI report Lead Report
Count of Qualified
Leads
Campaign Opportunity report Lead Lifetime Report
(count of opportunities)
$ Pipeline Created Campaign Opportunity report Lead Lifetime Report
$ or Deal Won
Business
Campaign Opportunity report Lead Lifetime Report
Average transaction
size
Campaign Opportunity report Lead Lifetime Report
Benefits of Campaign ManagementExample Dashboard – Campaign Effectiveness
METRICsnapshot
of key metrics
COMPARE performance
v. target
REPORT campaign revenue
generated
GROUP responses by tactic
TREND data shows impact
LIST top performing campaigns
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
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.
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
Getting Started
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
Tip: Leverage a Process Map
Updated – SFGA Blog• http://blogs.salesforce.com/adwords/2007/06/process_maps_ge.html
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
Tip: Draw Up Plans or Mock Up in Excel
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
Step 4: Create Personalized Auto Reponses
Leverage Auto Response/Assignment Triggers
• Responds with a relevant auto reply email
• Can personalize with merge fields
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
Example: Campaign Page Layout
Defines who responded
Take It to the Next Level
Campaign Page Layout
Performance
Context
Marketing Influence Report
Consoles – Follow-up Calling
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
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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Campaigns to Cash
Elizabeth Smyth, Salesforce.com
Kirk Crenshaw, RevCatalyst
Marketing I