How to Use Salesforce Campaign Effectively?
Salesforce has a number of beneficial objects and one of them is Salesforce campaigns, but it is one of the most under-utilized objects within the standard of out of the box Sales Cloud product. Several Salesforce users hesitate attaching even a single record with this object either due to lack of appropriate information. In this blog let’s discuss more about Salesforce Campaigns to understand how to use them effectively
Salesforce campaign is one of the most powerful but under-utilized ways to connect leads or opportunities with marketing initiatives. You can track the prospects right from the moment when they enter your system through any opportunity. You can also measure their progress and evaluate them as per campaign goals.
Every business has to create new leads and sales opportunities and through Salesforce Campaigns you can measure and manage your marketing activities. If you are not using the Salesforce campaign, then you may be missing on many of the benefits. Salesforce Campaign can offer you the following features:
Salesforce Campaign can act as a hidden ingredient for your effective marketing activities and initiatives.
Today through this blog post we are going to explain 5 effective ways to use Salesforce campaign that can help you in understanding the way to use this object of Salesforce CRM.
Well from a long time, users are using lead source field that looks like shown in the above image to define the campaign functionalities. If you are a Salesforce user or Salesforce developer then you will be definitely familiar with this field. Many a times the user attributes a lead to this Lead Source field that may be sometimes not a beneficial and a great idea.
Here in such cases, the user should prefer a picklist field rather than lead source field. Especially for any high-level value like Partner, Tradeshow, and Customer Referral like fields, one should use Picklist field. Following listed reasons make the point more clear:
You can connect the leads and contacts directly through Campaign member functionality feature. The leads and contacts can be connected to more than one campaign. Users can manage their relationship through schema builder as well.
The object of campaign member is in itself a child object of Campaign itself. There are various methods that can be used to add members to any campaign like by searching, importing a file and many other methods. The user can also note down the response of any campaign.
AThis feature may not be useful in itself, but when it is merged with email tools and Campaign influence than it becomes powerful for marketing activities.
Campaign influence is an automatic and astounding tool that can help you to see the influence of any of your designed campaign on the targeted opportunities.
Here the general principle that is followed by this element is that if for any Opportunity the Contact has assigned a role and the same contact has also been a part of the latest campaign, then this associability of Contacts and Campaigns can help you to view the influence of that campaign on that particular opportunity.
AHere the user can also set a number of parameters with the campaigns like a timeframe can be set up for which the contact will be associated with the opportunity. As while designing any campaign you will not like to target a new customer or contact. Through this auto association feature, you can effortlessly connect opportunities with the campaign and manage them as well.
As it has been mentioned at the start of this blog, one of the greatest advantages of Marketing Campaign is its reporting ability. Here through Campaign influence feature data gets collected automatically that in itself an invaluable feature and advantage. We can easily know the total number of opportunities that are connected with the campaigns and therefore the following information can easily be retrieved for the opportunities:
In this way and with the help of such organized information marketing team can easily see the effect of their campaign and know their exact effect and output. Through the information of these campaigns, a number of facts can be derived like the marketing professionals can know where is the process gap? As it may be the case that leads are being generated through marketing campaigns but are not being closed by the sales department or vice versa. So by Campaign reports, you can know the current performance status of your campaign.
However, Salesforce campaigns can be extremely effective and helpful for anyone, but if they will be merged with email marketing tools. The email marketing tools when combined with Salesforce Campaigns then the user can easily build the user list and send the email campaigns to the user and create data segments.
Through email marketing tools the leads or contacts can be automatically transferred to Campaign members and the emails can be sent to the members of campaigns. The emails can be sent automatically to all campaign members and the status of them automatically gets updated that can be either Responded or Opened.
Some of the popular and most used email marketing tools are Pardot, Mailchimp, Dotmailer and Campaign Monitor and all of these tools have their own Salesforce connectors.
Designing an effective Salesforce campaign can help you in utilizing it with its maximum capabilities. Most of the users are not utilizing their vigour to its optimum. Even a certified and experienced Salesforce consultant can help you in utilizing it effectively. Following tips can make this campaign effective:
Salesforce has become one of the most used CRM and when you will utilize it with appropriate Salesforce tools, it yields the best results. A high conversion rate can be achieved through a properly designed and optimized campaign. Such managed campaigns can also play a key role in increasing the business profits.
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