FIVE STEPS FOR MANAGING CAMPAIGNS
Summary
Create the Campaign
With campaigns in
Salesforce, you can manage
and track your marketing
initiatives, analyze the
effectiveness of your
campaigns, and measure
your marketing return on
investment.
The first step after determining your marketing strategy is to create a campaign. To create a campaign,
you must have the “Create” permission on campaigns and the Marketing User checkbox selected
in your personal information. To create a campaign:
• Select Campaign from the Create New drop-down list in the sidebar, or click New on the Campaigns
tab.
• Enter values for the fields that apply to the campaign.
Create your Target List
Capturing Data
The second step is to define who you want to target with your campaign. You can target:
•
• Rented or purchased names.
•
Recording detailed
information is vital for
post-campaign analysis.
Your administrator can
create custom fields to
facilitate recording the
correct information.
• Existing contacts or leads. From contact or lead reports, click Add to Campaign to add members to
the campaign. You can also add existing contacts or leads by selecting Add Members - Import File
from the Manage Members drop-down button on a campaign detail page.
Execute the Campaign
The third step is to execute your campaign. Campaign execution occurs outside of Salesforce in one of
the following manners:
• Online, using an email execution partner to send mass marketing emails. Contact Salesforce to learn
about using an email execution partner for mass email.
• Offline, for example, hosting a conference, running advertisements, sending direct mail, or other
methods.
Last updated: July 18, 2017
Five Steps for Managing Campaigns
Track Responses
Track Responses
Campaign Import
Wizard
•
Use the Data Import
Wizard to upload a list of
new names and create
leads for the campaign.
•
Use the Campaign
Update Wizard to import
responses for existing
contacts and leads.
•
Include the Contact ID or
Lead ID in your exported
report.
•
Use Contact or Lead IDs
to track responses.
After you have executed your campaign, you need to track the responses. Responses can include:
• Website response using a form on your website. Your administrator can set up Web-to-Lead to create
a jump page with a response form, and all responses are created as leads and linked to the campaign.
• Manual response, for example, when prospects and customers respond by phone or email, you can
manually record their responses on the Campaign History related list on the lead or contact detail
page.
• Mass update or offline response using the Campaign member import wizards to import a list of leads
or contacts and their responses. You need the Marketing User profile or the “Import Leads”
permission to use these wizards.
Analyze Campaign Effectiveness
The final step is to analyze the effectiveness of the campaign using Salesforce reports and campaign
statistics. You can analyze campaign effectiveness using:
• The statistics on the campaign to see the total number of responses, the amount of business generated
from the campaign, and more. Campaign statistics are automatically recalculated every time a campaign
is saved.
• Campaign reports, for example, the Campaign ROI Analysis Report, which helps you measure the
return on your investment.
• Campaign Influence report, which shows how your campaigns are influencing opportunities.
• The Campaign Hierarchies statistics to see how campaigns are performing in relation to parent or
sibling campaigns. These statistics only appear if you set up Campaign Hierarchies.
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