How Salesforce can be Used to Manage Marketing Campaigns

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How Salesforce.com Uses Salesforce to Manage
Marketing Campaigns

• Marketing Professionals

• Ursula Ayrout salesforce.com
• Andy Scollan salesforce.com

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Todays Agenda
6 Campaign Best PracticesWell share with you
how we use Campaigns in marketing
Lead Qualification ProcessHow we hand off leads
to sales and how they follow up
Campaign Spotlight Customer LoyaltyCreating
campaigns to drive customer success
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How We Use Salesforce CRM for Marketing
No Leaky Funnel Complete Visibility
Integrated sales and marketing process
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Campaign Example
Sales
Marketing
Banner

• Lead/Contact

Landing
SEM
Opportunity
Qualification
Email
Campaign ID persists from start to finish.
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6 Campaign Best Practices
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Use Required Fields
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Use Workflows
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Find a Good Campaign and Clone It
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2. We Use Dashboards
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Example of Dashboard Hierarchy
Functional Roll-up (vp) Regional
Pipeline Regional roll-up by function Global
roll-up by country All Clouds by function
Product Roll-up (director) Sales Cloud Service
Cloud Platform Cloud Collaboration Cloud
Program Level (manager)
Responses by Campaign Leads Generated Leads
Converted Pipeline Created
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Program Level Dashboard
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Product Level Dashboard
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Functional Dashboard
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We Clone Our Dashboards to Save Time
The system will copy over all information about
the dashboard including the Running User, the
folder in which is can be found, the layout style
and all default chart settings
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Tips for Creating Dashboards
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Define marketing measures of success
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Get agreement with your sales team on follow up
SLA
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Standardize campaign metrics and reporting
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Understand your pipeline goals
Define quality vs. quantity of leads
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3. Build the Bridge with Sales
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We Provide Clear Follow-up Instructions
Simple next steps
Clear program owner
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We provide sales teams with email templates
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We Use Chatter to Communicate and to Receive
Real-time Feedback
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4. A/B Tests
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Real-World Example with Web Forms
Free Trial on US Homepage
Elements Tested

• Headline

• Supporting content

• CTA button color

• Form layout

• Legal Text

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Supporting Content Can You Guess the Winner?
Variation 2
Variation 3
Variation 4
Variation 1 No content
Empty
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Supporting Content Yields 13 Lift
Variation 2
Variation 3
Variation 4
Variation 1 No content
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13
13
Empty
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Layout Can You Guess the Winner?
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Placing Form to Left Yields 10 Lift
10
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Headline Can You Guess the Winner?
Headline 1 Control
Headline 2
Headline 3
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Headline Control Won by 5
Headline 1 Control
5
Headline 2
Headline 3
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Submit Button Can You Guess the Winner?
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Blue Button Yields 9 Lift
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The Winner 32 Lift
Headline 0
Layout 10
Content 13
CTA color 9
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Dip Your Toes with A/B Testing
http//whichtestwon.com/
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5. Data Quality
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Clean Your Data Before Its in Salesforce
2. Inbound de-duplication from our website
1. Block duplicate entry in Salesforce CRM before
it happens
Data Warehouse
Existing Contact
Existing Lead
Sales
Is there a match?
New Lead
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6. Go Beyond Campaigns
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Press Releases Management
Status of press releases
Type of releases
Distribution reach
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Awards
Award Due Dates Submission status
Salesforce.com history with the award
Submission drafts
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Salesforce Insights Campaign Management
Attention administrators Prepare your
organizations for great campaigns
5 steps to running your campaigns in Salesforce
CRM
www.salesforce.com/insights
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Andy Scollan

• Director, Sales Representatives
• Salesforce.com

Lead Qualification
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Lead Qualification Process
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Sales Reps Who Are We?
The Frontline and the Filter for Leads Sales
Training Ground for Future AEs
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85-90 of Our Leads Come Through Our Web Site
Remainder 1-800-NO-SOFTWARE
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Leads Distributed Through Round Robin Lead Router

• East and West routers
• Lead sprinkler distributes Leads
• equitably to reps
• Avoid territory equity issues
• Your territory is better than mine
• Manage campaigns more effectively

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How Sales Lead Router works
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Runs every 10 minutes using multiple scheduled
Apex jobs

• Apex classes for schedule job actively queries
  the Time Off Request object (TOM) and the Out of
  Office SR object to determine which members of
  the public groups are on PTO

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• Every lead passing through the Sales Lead Router
  has an audit record created for it. This allows
  Managers to ensure leads are being evenly
  distributed, that leads are from queues are being
  assigned to the correct individuals, and that the
  SLR is performing as expected.

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Lead Follow-up Process

• 24 Hour Turn-Around policy
• Lead Statuses
• Open Working Archived or Converted
• Minimum of 2 Responses(E-Mail and Phone) prior to
  Archiving
• Once Archived, the Lead continues to be touched
  through the House List drip campaign

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SR Lead Conversion Criteria

• A Lead should be converted once the following is
  confirmed
• There is an active, legitimate CRM evaluation and
• Timeframe for decision is within 0-60 Days and
• Decision Maker(s) have been identified and
• Prospect is comfortable with salesforce.com
  pricing and
• Prospect is interested in a Next Step w/ an AE
• Price Quote
• A Demo
• References

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- Notes automatically logged in Activity
History - Apex Code
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A Dashboard Driven Culture

• Accountability
• Credibility
• Visibility

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SR Monthly Bonus Metrics

• Monthly Quota of Converted Leads Closed Revenue
  Points

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Quality Control Dead Opportunity Workflow

• No Credit for Opportunities that are downgraded
  by the Account Executive to Dead No
  Opportunity
• Account Executive is required to make at least 4
  attempts at Contact before downgrading
  Opportunity to Dead No Opportunity
• Account Executive must select Dead Reason
• Non-Responsive
• Prematurely Qualified
• Poor Solution Fit
• No Budget
• Sales Rep is auto-e-mailed when an Opportunity
  they created is downgraded. Ball is back in their
  court to revive the Opportunity.

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Data Quality Dashboard Auto E-mailed
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Which Products Are We Selling?
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Conversion/Close/Dead Rate Dashboard
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Personal Dashboard Manage Your Own Business
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Monthly YTD Lead Management Summary Auto
E-mailed
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Lead Generation/Marketing Dashboard
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Ursula Ayrout
Campaign Spotlight Customer Loyalty

• Director, Campaigns
• Salesforce.com

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Campaign Spotlight Customer Loyalty
Campaign 1 Customers onboarded within 30 days
Campaign 2 Identify and communicate to
struggling customers after 30 days
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Campaign 1 Customers On-boarded Within 30 Days
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Getting Started emails
Marketing tactics
Getting Started webinar
Sales and CSM tactics
CSM on-boarding call
At Day 30 AE calls customer to check-in
PAR sent to customer
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Example Getting Started Emails and PAR
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The First Email to Customers On-Boarding
Version A
Version B
Version C
Series 5 emails over 20 days 1 email - self paced 1 email - overview




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The First Email to Customers On-Boarding
Version A
Version B
Version C
30 unique open 48 unique open 30 unique open
14 unique click 35 unique click 17 unique click



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Campaign 2 Identify and Communicate to
Struggling Customers Early Rescue
Anticipate when customers are struggling and
offer clear direction to safety
Guides and coaches customers on the best way to
start and continue to learn
Guarantees a seamless customer experience
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5 Key Indicators for Customer Success
Opportunities
Importing data
Reports dashboards
Login
Workflow
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We Segment Based on Number of Days
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Campaign 2
Getting Started emails
Day 31 onboarded?
Getting Started webinar
CSM on-boarding call
At Day 30 AE calls customer to check-in
PAR sent to customer
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We Segment by Key Indicators for Customer Success
Campaign 1
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Login, import data
Login
Campaign 2
Getting Started emails
Opportunities Reports Dashboards
Day 31 onboarded?
Getting Started webinar
Workflow more
CSM on-boarding call
Expand
At Day 30 AE calls customer to check-in
PAR sent to customer
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And, by Burchase Buckets
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Login, import data
Login
0- 10K
Campaign 2
Getting Started emails
Opportunities Reports Dashboards

Day 31 onboarded?
11K -199K
Getting Started webinar
Workflow more
CSM on-boarding call
200K and above
Expand
At Day 30 AE calls customer to check-in
PAR sent to customer
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Campaign Communications
Early Rescue starts at Day 45 Customers under 10K
Expand
Opportunities, Reports Dashboards
Login, import data
Workflow more
Day 45 Email Motivation and inspiration with
link to getting started webinar
Day 45 Email. Track activities and deals and get
results reports
Day 45 Email Why Chatter matters?
Day 45 Email Force.com
Day 60 If GE or PE Email invite to participate
in community
Day 60 Email Invite to subscribe to Salesforce
Insights
Day 60 Email. Why how opps are critical. Sales
process dashboards
Day 60 Email Learn your way around Salesforce
import your data
Day 60 If EE or UE Email Best Practices on
Workflow
Day 75 Email Tutorials on how to get started.
Reinforce import your data
Day 75 Email Invite to subscribe to Salesforce
Insights
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Early Rescue Journeys
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Campaign 2 Email Example
Youre ready for the next step using reports
and dashboards.
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We Measure Customer Loyalty Success in Two Ways
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Get the basics right
Align Sales and Marketing
Measure, measure, measure
Expand campaign use
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Thank you!
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4 ways a Campaign gets associated to an oppty in
the Campaign Influence section

• The Oppty is converted from a Lead the last
  (most recent) Campaign on the Lead is carried
  over to the Oppty.
• This will automatically become a Marketing
  Sourced Oppty (Primary Campaign Source True)
• The Oppty is created from the Contact record
  the last (most recent) Campaign for that Contact
  is carried over to the Oppty.
• This will automatically become a Marketing
  Sourced Oppty if Last Campaign associated has a
  Source Marketing (Primary Campaign Source
  True)
• The Campaign is added to the Oppty the campaign
  is added via Add Campaign button to the Oppty
  records and can be selected as the Primary
  Campaign (this can overwrite a previous Primary
  Campaign Source)
• If the Campaign is added as the Primary Campaign
  Source this will become a Marketing Sourced
  Oppty (Primary Campaigns Source True)
• The Oppty has been marked as Influenced by a
  Campaign An Oppty is considered influenced if
  the Contact listed on an Oppty has responded to a
  Marketing Sourced Campaign (excluding Opt-In
  Campaigns) 2 days prior to Oppty Create Date
  until it is Closed (Stage 08 Closed)
• This association does not affect the Source of
  the Oppty