It may be easiest to think of a Salesforce Campaign as a database tool that lets you easily segment customers by behavior or activity, report on the results of marketing initiatives, or create lists for sales reps.
However, when your Salesforce Leads and Contacts perform certain activities you think are important – downloading an eBook, for example, or calling a phone number – they will automatically become “members” of associated campaigns that you set up.
This is a fantastic way to segment your prospects and customers according to the marketing initiatives they respond to.
Here are five more ways to use Salesforce Campaigns.
1. Uploading an email list
Imagine that you’ve returned from an industry event with a list of prospects. You’ll upload them into Salesforce as Leads, simultaneously assigning them to a Salesforce Campaign called “10th Annual User Conference Leads.” Now that they’re members of this Campaign, you can easily find them and segment them in the future.
2. Create a lead view for a sales rep
Imagine that you’re back from a conference, and you’ve got a bunch of new Leads. It’s time for sales reps to contact your Leads in hopes that some of them will become customers. Simply create a Salesforce lead view based on the the Salesforce Campaign “10th Annual User Conference.” Your sales reps now have an instant list from which to work. Assuming that all our customers or opportunities are “Contacts” in Salesforce, your rep can now work the list.
3. Nurture a list
You’ve got some amazing eBooks, blog posts and webinars for the prospects you met at the conference. Using Salesforce or a marketing automation system that integrates with Salesforce, email the members of the “10th Annual User Conference” Salesforce Campaign, offering them an eBook. To do this, you’ll create a second campaign, called “Free eBook,” and create a workflow rule within your marketing automation software that adds prospects to the “Free eBook” Salesforce Campaign if they download it.
4. Report ROI on the conference
Now imagine 12 weeks have passed since the conference. The easiest way to create a report in Salesforce is based on the members of a Salesforce Campaign. Salesforce will automatically calculate which members of the campaign are associated with opportunities and revenue, so all you have to do is specify the campaign (e.g. “10th Annual User Conference”), and you can easily see how many campaign members became opportunities and drove actual revenue.
5. Track and measure content engagement
In this scenario, you have a list of unconverted Leads that you know little about, and you start offering them content or promotions through a marketing automation tool such as Marketo, Pardot or Eloqua. You can automatically add them to a new Salesforce Campaign based on any engagement metric, such as an email click, an eBook download or survey completion. Later, this engagement record will come in handy as you decide which prospects to further target.
Using Salesforce Campaigns takes a little extra planning, but for marketers, the rewards are potentially endless.