Creating a new campaign

To create a campaign, log in to Salesforce and follow these steps:

1. Select the Campaign option from the Create New drop-down list on the taskbar.

   A New Campaign page appears, as shown in Figure 15-1.

2. Fill in the fields as much as possible or as required.

   If you manage marketing programs for your company, you should see few surprises in the campaign fields. See the preceding section for a summary of the standard entry fields.

3. When you’re done, click Save.

   Optionally, you can click Save & New if you have more than one campaign to create and want to immediately start on the next one.

After you save your final campaign, the campaign page reappears with the information you entered, as well as additional system-generated fields that automatically update as your company makes progress on a campaign.

You can associate campaigns to a parent campaign and see the aggregate performance statistics in one place. For example, our Salesforce.com For Dummies, 6th Edition Launch Event could be a parent campaign to other campaigns such as Email Drop, Banner Ad, and Dreamforce book signing. To group campaigns into a campaign hierarchy, have your Salesforce administrator add the Parent Campaign field to your Campaign page layout. You can then use that field to associate child campaigns with a parent. See Chapter 17 for more information on page layouts.

Modifying the member status

A campaign member is a lead or a contact who’s part of a specific campaign. Depending on the type of campaign you’re running, you can modify the campaign to have a unique set of member statuses. For example, the member statuses that you track for an email campaign (Sent, Responded) are typically different from those of a trade show that you’re sponsoring.

To customize member statuses for a specific campaign, follow these steps:

1. Go to the campaign record and click the Advanced Setup button.

   The Campaign Member Status page for your campaign appears. When you first begin to create campaigns, Salesforce creates a default set of member status values of Sent and Responded.

2. In the Member Status Values related list, click the Edit button.

   The Campaign Member Status page appears in Edit mode, as shown in Figure 15-2.

3. Modify statuses by entering a new value in the Member Status column.

   For example, if you’re sponsoring a booth at a conference, the preregistrants list is part of the package, and if you want to invite attendees to visit your booth, you might add member statuses of Registered, Invited, Attended, Visited Booth, and Met at Show.

4. Select the check box in the Responded column to classify a status as responded.

   This field tracks the Expected Response Rate field against the actual response rate.

5. Use the Default column to select a default value.

6. Click Save.

   The Campaign Member Status page reappears with your changes.

Using rented lists

With a rented list, your options are limited. Depending on the circumstances, sometimes you don’t know who’s on the list because the list is controlled by the vendor. Other times, you agree to limited use terms, such as one-time usage. In these circumstances, simply use the external list as the target list instead of importing the list into Salesforce.

You can use Salesforce to improve the quality of rented lists. Many third-party vendors look for duplicate names, confirm that they all point to the same person, and then help you merge them into one file. They do this by comparing their database against your customer database when they’re generating the record count for a rented list. As long as you can trust the vendor, you can quickly use Salesforce to generate a file of your existing contacts to compare. By getting rid of duplicates first, you can stretch your marketing dollars by making sure that you’re not paying for contacts you already have. And if you’re doing a mixed campaign of rented and owned lists, you stand a better chance of not upsetting a customer with duplicate mail.

Importing new campaign members

If you own or purchase a list and intend for your teams to follow up on all the records, you can import the list into Salesforce as lead records and automatically link the records to a campaign. Here, we show you how to select a list on your computer to import, mass-associate various characteristics to the list (such as the lead source or campaign), perform the import, and verify that your settings came through.

To import a list and attribute it to a campaign, follow these steps:

1. On the campaign record, click the Advanced Setup button, verify that the member statuses are accurate, and then return to the campaign record by clicking the Back button in your browser.

2. Click the Manage Members button.

   A drop-down list appears.

3. Choose the Add Members – Import File option.

   The Campaign Member Import Wizard starts.

4. Choose the right-pointing arrow (>) next to the Leads option.

   This kicks off the Import Wizard. Indicate what kind of data you’re importing (Leads).

5. Select what you what type of import you want to do.

   You can choose to add new records, update existing ones, or both. In this example, select Add New Records. The selected option expands.

6. If your import included leads that may already be in Salesforce, choose an option for the Match Lead By picklist.

   You can confirm an existing record by matching on the lead’s name, its email, or a Salesforce unique ID.

7. (Optional) Use the drop-down list to select a lead source that the imported leads will be associated with.
8. (Optional) Use the next drop-down list to select an assignment rule.
9. (Optional) Select the Use Assignment Rule Settings to Send Notification Emails to Record Owners check box.
10. By default, these imported leads will be assigned to the campaign that you were on before invoking the Import Wizard.
11. (Optional) Select the Trigger Workflow Rules and Processes check box if you want workflow rules and processes to kick in on these records.

12. Prepare your file, following the instructions that the wizard gives you.

    Here are the main steps to perform:

    1. Add and fill in a column for Member Status unless all records will use the default member status.

       or

       Add and fill in a column for Lead Owner unless you’ll be the owner or you’re applying lead assignment rules.

    2. Save the file in a .csv format on your computer.

13. In the wizard, click what type of .csv file you want to upload.

    A Choose File dialog box appears. Leave the Character Code option as is.

14. Locate your file and click Open.

    The dialog box closes, and the filename appears in the field.

15. When you’re done, click Next.

    The Edit Mapping step of the wizard appears, where you confirm the mapping of the Salesforce field to the correct column in your uploaded file.

16. Map the fields by comparing the rows in the Mapped Salesforce Object column against the corresponding CSV Header column.

    Salesforce will try to do some automatic mapping in an attempt to save you some time. If a mapping is incorrect, click Change in the Edit column for the row you want to fix. If a row didn’t map automatically at all, click Map in the Edit column to establish the mapping yourself.

    A pop-up window appears listing the Lead’s fields. Select a field to confirm that you want that field mapped with the corresponding .csv header, and click Map.

17. When you’re done, click Next.

    The Review & Start Import step of the wizard appears.

18. Review and confirm your selections, how many fields you’ve mapped, and how many fields on the .csv that you haven’t mapped. When you’re done, click the Start Import button.

    A confirmation window pops up. Because large files may take a while, you’ll be emailed when your import has finished. Your new campaign members will appear under your campaign record, which you can access from the Campaign tab.

Targeting existing members with the Integrated Campaign Builder

Assuming that your company has already imported users’ leads and contacts, you can build your target lists directly in Salesforce in three ways:

• Associating existing leads and contacts en masse to a campaign
• Adding members from custom reports
• Adding members from a List View

After you link your desired leads or contacts with a specific campaign, you can begin to target them.

Adding members from a campaign record

To associate existing leads or contacts with a campaign you’re planning, start by making sure that you can see the leads or contacts via a List View. See Chapter 17 for information on creating List Views. You can add as many as 200 leads or contacts per List View page. Then follow these steps:

1. From the specific campaign record, click the Manage Members button.

   A picklist appears.

2. Select the Add Members – Search option.

   In this example, we add existing leads. The Manage Members Wizard appears.

3. In the Manage Members Wizard, do the following:

   1. From the Add Members subtab, in the Choose Member Type to Search section, confirm that the Leads radio button is selected.

      This is the default.

   2. Specify the Filter Criteria.

      You may use an existing view or create new criteria now to get the leads you want for this campaign.

      If you’re not yet sure what subset of leads to use, step back and give this some thought. Emailing all the leads in your database may not be a wise decision.

4. Click Go after you select your criteria.

   The search results appear below the filter criteria.

5. Select the check box next to the appropriate leads that you want to be added to this campaign, as shown in Figure 15-3.

6. Click the Add with Status drop-down list to immediately select and associate the member status with those selected leads.

   Your selected leads now appear on the Existing Members subtab.

   Don’t worry. If your itchy trigger finger got you to add some members before you were ready, you can use the handy Remove button to disassociate the members from this campaign and start over again.

7. Repeat Steps 2–6, selecting new views, as needed.

8. Click the Back to Campaign: Campaign Name link below the Manage Members page name when finished.

   The campaign record reappears.

Adding members from a custom report

As many as 50,000 leads or contacts in a single lead, contact, or campaign report may be associated with a campaign. To add existing members by running a report, follow these steps:

1. From the Reports home page, click a custom report of the leads or contacts that you’ll be targeting. (See Chapter 23 for more information on creating custom reports.)

   A Reports page appears, as shown in Figure 15-4.

2. Click the Add to Campaign button.

   The Add Members Wizard appears.

3. Select an existing campaign for the Campaign field. Use the Lookup icon to search for your match.
4. After a campaign is selected, choose the appropriate status from the Member Status drop-down list, as shown in Figure 15-5.

5. Use the radio buttons to toggle whether you want the existing member statuses to be overridden by this member status.

   The default is to not override existing member statuses.

6. Click Add to Campaign to continue.

   Step 2 of the wizard appears with a status message of your attempt.

7. Click Done when you’ve verified the information.

   You’re returned to your custom report page.

Adding members from a view

If you’ve followed our example to this point, from any lead or contact view page, you can add members to campaigns. Note that the capability to add members to campaigns from any lead or contact view page allows only marketing managers to select and add members one page at a time, so it’s best for adding a small amount of members. If your view is more than one page, you have to advance to that page and then add members. To add a member from a List View, make sure that the view has already been created and follow these steps:

1. At the view’s results page, select the check box next to the appropriate member names that you want to add to your campaign.

   In Figure 15-6, we add some contacts to a campaign.

2. Click the Add to Campaign button after your members have been selected.

   The Add Members Wizard appears.

3. Select an existing campaign for the Campaign field. Use the Lookup icon to search for your match.
4. After a campaign is selected, choose the appropriate status from the Member Status drop-down list.

5. Click Add to Campaign to continue.

   Step 2 of the wizard appears with a status message of your attempt.

6. Click Done when information has been verified.

   You return to your view page.

Delivering an online campaign

If you send email campaigns as part of your marketing strategy (and who doesn’t nowadays), you can use Salesforce for elements of the execution. Those elements may include

• Exporting an email list from Salesforce for delivery to your email execution vendor or internal resource
• Building a web form to capture leads as part of your email’s or webinar campaign’s call to action (see the later section “Using Web-to-Lead forms”)
• Using standard email templates with merge fields so that you can control the look and feel of your messaging

You can use Salesforce to deliver and track mass emails, but Salesforce Sales Cloud wasn’t originally designed or intended to be used for large-scale, mass email marketing. Some Salesforce customers use the mass emailing tool for small campaigns.

Salesforce Marketing Cloud and several email automation vendors have integrated email execution tools with Salesforce’s Sales Cloud. With this integration, marketing managers can more seamlessly deliver larger volumes of email campaigns and track it in the cloud. The costs and functionality vary across the email marketing vendors, so check out the options on the Force.com AppExchange directory at www.appexchange.com. Search using the keyword email or talk with your account executive for more information on how Salesforce Marketing Cloud could help.

Executing an offline campaign

If you execute offline campaigns, you can also use Salesforce in a variety of ways to simplify the process. How you use Salesforce depends on the type of campaign, but here are some suggestions:

• If you’re sponsoring a conference: Set up an online registration form for your booth computers to capture information on attendees who visit your booth.
• If you’re sending out direct-mail pieces: Use Salesforce to generate lists for your fulfillment vendor.

Using Web-to-Lead forms

Whenever we help clients with using Salesforce, we take a look at their Contact Us web page. If it’s filled with a bunch of email addresses (like [email protected]), we immediately recommend that they get Web-to-Lead up and running. After all, a company with a website using Salesforce in this day and age should take advantage of capturing information via an online form.

Web-to-Lead is a Salesforce feature that enables your company to easily capture leads from your websites and automatically generate new leads in Salesforce. With Web-to-Lead, you can collect information from your websites and generate as many as 500 new leads daily. Say that you already have a registration or lead form on your public website. With Salesforce, you can — in minutes — generate HTML code that your webmaster can apply to your existing form. Then, when people fill out the form on your website, the information is routed instantaneously to users in Salesforce. By using Web-to-Lead, your reps can follow up on leads in a timely manner.

Specifically for campaign tracking, you can also create forms for specific landing pages designed for a unique campaign to capture information on a campaign member who responds.

Before you can capture leads from an external web page, though, you need to enable Web-to-Lead, add any additional custom fields to your lead record, generate the HTML code, and add the code to a web page. Of course, involve your web team and web designers to test and review the page before it goes live.

Generating HTML

You can use a tool in Salesforce that takes the guesswork out of generating HTML code for your web forms.

To generate a general or campaign-specific Web-to-Lead form, log in to Salesforce and follow these steps. (If you just finished the steps in the preceding section, click the Create Web-to-Lead Form button on the Web-to-Lead Setup page, and you’ll arrive here.)

1. Choose Setup ⇒ Customize ⇒ Leads ⇒ Web-to-Lead.

   A Web-to-Lead Setup page appears.

2. Click the Create Web-to-Lead Form button in the Web-to-Lead Settings section.

   The Web-to-Lead Setup page appears.

3. In the Create a Web-to-Lead Form section, customize which fields you want to include on your Web-to-Lead form.

   Click a field name in the Available Fields column, as shown in Figure 15-7, and then click the Add arrow button to add that field from the Available Fields column to the Selected Fields column. Conversely, remove fields from the Selected Fields column by similarly clicking a field name in the Selected Fields column and then clicking the Remove arrow.

   Balance selecting enough fields so that they help you route the lead to the right person with the patience level of the prospect filling out the form.

4. In the Return URL field, enter a return URL (if known) and then click the Generate button at the bottom of the page.

   The return URL corresponds to the landing page that appears after the lead has submitted his information online. If you don’t know whether you have one, or which one to use, check with your marketing manager and your web manager. When you click the Generate button, a page appears with HTML code inserted in a box, as shown in Figure 15-8.

   If you’re creating a web form specific to a campaign, create the campaign first, and make sure that you selected the Active check box for that campaign record. By doing this, you can select the fields for Campaign and Campaign Member Status, which enables you to track the specific campaign.

5. Copy and paste the HTML code into a text file and send it to your webmaster.

6. Click Finished when done.

   You return to the Web-to-Lead Setup page.

Manually updating member statuses

If your campaign is designed to have recipients respond by phone or email, your reps can manually update records as they interact with campaign members. Reps might have to create lead or contact records first if you didn’t build your target list from Salesforce. For example, if you rent a third-party list for an email campaign, the respondent may not yet be recorded in Salesforce.

To manually update a lead or contact responding to a campaign, follow these steps:

1. In the sidebar Search, search for the lead or contact.

   See Chapter 3 for details on using Search.

2. If you can’t find the lead or contact record, create it.

   See Chapter 5 for details on creating records.

3. Go to the specific lead or contact record page.

4. Click the Edit button, make any changes to the record, and click Save.

   For example, you might use the fields to enter additional information supplied by the respondent.

5. Use the related lists to log any related information or future activities.

Mass-updating campaign statuses

If leads or contacts that are part of a campaign respond in a batch, you can do a mass update of campaign members. For example, if you sent an email campaign to existing contacts and received a batch of online registrations as responses, you could perform a mass update. The following sections tell you two ways to update statuses: in a campaign or in a report. Sometimes you’ll be working directly out of a campaign. Other times you may be running a specific report that isn’t campaign related (for example, an existing “Northern California Active Customers” report), but you may want to update the status of people who turn up in that data set.

Mass updating all member statuses in a campaign

To mass update campaign statuses for all contacts or all leads in a campaign, log in to Salesforce and follow these steps:

1. Click the Campaigns tab and select the specific campaign whose members’ statuses you’d like to update.

2. Click the Manage Members button.

   A picklist appears.

3. Select the Edit Members – Search option.

   The Manage Member page appears, with the Existing Members subtab selected.

4. Use the filter criteria, as needed, to narrow the members that you want to update.

   You can also manually select which members to update by selecting the check box next to their names in the results.

5. Select members to be updated for this campaign, as shown in Figure 15-9.

   You may select up to 200 members to update.

6. Click Update Status to apply the new status to your selected members.

   A status bar displays the results of the operation. You may continue updating by selecting new views, or click the Back to Campaign: Campaign Name link when done.