Become an Expert: Campaign Management and Website Integration

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Become an Expert Campaign Management and Website
Integration
Track Marketing Executives

• Judy Loehr, salesforce.com
• Tricia Reilly, Five 9

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Salesforce.com
Judy Loehr
Senior Director, Integrated Marketing
jloehr_at_salesforce.com
Five 9
Tricia Reilly
Director, Marketing Communications
treilly_at_five9.com
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Five9, Inc.

• Founded in 2001
• Over 500 customers, 16,000 users on 5 continents
• 12 million annualized revenue
• 20-30 monthly growth
• Offices in US, Canada, India, Philippines, Mexico
• 17 million raised from leading investors
• User Interface / CTI Integration with
  Salesforce.com since 2005

INDUSTRY Hi Tech
EMPLOYEES 150
GEOGRAPHY Global
USERS 105
PRODUCT(S) USED Unlimited Edition, SFA,
Marketing, Support
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Five9s Salesforce Environment

• 98 adoption rate
• 300 custom fields, 30 formula fields
• 31 custom tabs
• 11 Ajax based S-Controls
• 14 AppExchange API applications (5 mission
  critical)
• Lead Processor
• Provisioner
• Updater
• Case Closer
• Solution Synchronizer

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Become an expert at Salesforce Marketing

• Implementation suggestions
• Best practices for campaign managers
• Capturing leads from your website
• Real life examples from Five 9

Additional Resources

• Key follow up sessions
• Developing Integrated Marketing Reports
  Dashboards
• Bridging the sales marketing divide
• Enhancing your marketing organization with the
  AppExchange
• Getting the most hits search engine marketing
  best practices
• How salesforce.com uses marketing

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Implementation Suggestions (Please share these
with your administrator)
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Step 1 focus on your business process goals

• How do you generate track demand?
• Who are your audiences?
• What types of programs do you run?
• What tactics do you use?
• Do you leverage any 3rd party vendors?
• What are your offers?
• How do you re-market?
• How do you capture responses?
• What happens to responses you generate?
• Are responses scored?
• Where do the new leads go?
• Does everything go directly to sales?
• What should the follow up messages be?
• How do you track the follow up?
• What information does sales need

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Sales Process Map, Campaign to Customer Two tier
sales process typically found in high volume B2B
sales organizations where marketing campaigns
generate leads, a tier one team qualifies leads
to pass on to a tier two sales team that manages
the sales cycle.
Accounts
Salesforce.com Tabs
Campaigns
Contacts
Leads
Opportunities
Lead Management
Opportunity Management
Lead Generation
Marketing Manager
Marketing Campaign
Lead Capture

• Lead Capture Mechanisms
• Online Registration Forms
• Import Lists From Excel
• Manually Enter Business Cards

The lead is converted into an opportunity with an
associated contact and account. Often the lead
will be handed off to the tier 2 sales person to
work it through the sales cycle.
Tier 1 Sales Sales Reps or Inside Sales
Qualify Lead
Lead Assignment
Check for Duplicates
Work Lead Adjust Lead Status
Lead Conversion
Qualified?
yes
no

• Common Reasons for Duplicate Leads
• Bogus info
• Duplicate lead
• Current customer
• New contact, current opportunity

• Types of Campaigns
• Email Campaigns
• Advertising
• Direct Mail
• Trade Shows

Tier 2 Sales Account Executives or Field Sales
Sales Cycle
Active Customer

• Sample Lead Status
• Open Followed up on within 48 hours
• Working Day 1 through day 30
• Developing Scheduled follow up beyond 30 days
• Archive Non-responsive or No Current Interest

Win?
yes
no

• Sample Sales Stages
• Lead
• Needs Analysis
• Confirmed
• Objection Handling
• Selected
• Negotiating
• Closed/Won
• Closed/Lost

Account becomes an active customer.

• Sample Qualification Questions
• Current Situation
• Pains
• Opportunity Size
• Timeframe
• Budget
• Decision Maker
• Main Competitor

• Sample Routing Rules
• Territory Based Routing
• Product Based Routing
• Pick Off Queues
• Manual Assignment of Leads

Archived Opportunities
Archived Leads
Keep a historical record of archived leads and
set up email campaigns or follow up reminders to
regenerate interest.
Keep a historical record of archived
opportunities and set up email campaigns or
follow up reminders to regenerate interest.
Management Reports Dashboards
Lead Conversion
Campaign Effectiveness ROI
Lead Source
Lead Status
Closed Business
Opportunity Pipeline
Neglected Leads
Lead Quality
Lead Type
Competitive Win/ Lose
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Step 2 define your reports before you start

• Executive reports
• Segmentation reports
• Marketing analysis reports
• Sales reports

Suggestions

• Dont start customizing until you have a clear
  vision for the reports you want to produce make
  a list!
• Mock up reports in Excel, or just sketch them on
  a piece of paper!
• Write out filter criteria on paper before diving
  into reporting tab
• Attend Dreamforce session Developing
  Integrated Marketing Reports Dashboards

See APPENDIX for full descriptions of all
marketing reports
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Step 3 define your data structure

• Questions
• What types of campaigns does each person work on?
• What information do people need to see?
• What information do you need to report on? How do
  you need to drill down?
• What information needs to be on the campaign, and
  what needs to be on the lead?
• Recommendations
• Write down your list of fields before you start
• Organize fields into logical groupings
• Dont go overboard you can always add more
  fields later

Sample Campaign Fields

• Campaign Type
• Tactic
• Audience
• Offer
• Timeframe
• Product Focus
• Region
• Vendor
• Partner
• Venue
• City
• Expected Response
• Attendees
• Attendance
• Web form URL
• Follow up email template

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Step 4 customization checklist

• Add custom fields
• Customize picklist values
• Customize page layouts
• Customize lead assignment rules
• Create follow up email templates
• Customize lead auto-response rules
• Create custom workflow rules
• Generate HTML for web-to-lead forms

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Campaign page layout
Screenshot from Tricia
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Install Show all members web link from
AppExchange
Allows you to see everyone associated with the
campaign in one report
Campaign Membership Report AppExchange Component

• Installs a single web link
• Shows everyone associated with the campaign
• Administrator must add the new Web Link to your
  campaign page layout
• Note the active flag must be checked on the
  campaign for this report to work

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Other AppExchange best practice components
Recommended AppExchange Marketing Components

• Campaigns related to opportunities report web
  link
• Lead Opportunity Management Dashboards
• Sales Activity Dashboard
• Campaign Influence Report
• Share your best practices with the Salesforce
  Marketing community

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Best Practices for Marketing Users
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Understand campaign statistics calculations

• Total leads SUM of all leads associated with
  this campaign.
• Includes converted leads that you cant see in
  the app.
• Leads will decrease if two lead records are
  merged, or if a lead is deleted

• Total Contacts SUM of all contacts associated
  with this campaign.
• Contacts will decrease if two contact records
  are merged, or if a contact is deleted

Total Responses SUM of all visible records
associated to this campaign that have a member
status with the responded box checked Best
metric for success of campaign when member
status set up correctly!

• Converted leads SUM of all leads associated
  with this campaign that have been converted to a
  contact.
• Includes leads converted to new or existing
  contacts

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Advanced Setup Member Status Values
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Campaign Member Status Update Date field
Member Status Update Date

• This magical field allows you to track the date
  each person responded to a campaign.

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Advanced Setup Member Status Values
Why are member status values so important?

• Can make reporting MUCH easier!
• Sales can understand exactly what their prospect
  or customer did
• Can have more than one Responded value.
• Responses metric SUM of all members with a
  status checked as responded.
• Event example Responses everyone who
  registered, attended, or didnt show up

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Define campaign naming convention
Why is the campaign name so important?

• Standardize time frames numerically
• Include campaign type details
• Make sure names are unique
• Include relevant info in the name timeframe,
  type, audience, offer, vendor name, location,
  etc.
• Example FY07Q2 Web Seminar Product A
  offer - tactic

• Its what sales reps see on their leads
  contacts in the Campaign History related list
• Consistent names make reporting much easier
• The name is what appears when you search for a
  campaign so you want them to be unique and easy
  to identify

See APPENDIX for more detailed examples of naming
conventions
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Provide marketing tools to help sales follow up

• HTML Email templates for follow-up
• Integrate with a call center solution such as
  Five9
• Data enhancements and cleansing

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Telemarketing campaigns with sales
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More Five 9 best practices

• AppExchange for Complementary tools
• Email Service Providers
• Demand Generation platforms
• Data Cleansing and Enhancement tools
• Leverage the Sandbox for risk-free testing!

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Capturing leads from your web site
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Web forms
Recommendations

• Brand the form to match the offer they received
• Keep the list of fields to a minimum
• Common hidden fields
• Campaign ID
• Campaign member status
• Product line
• Lead source
• Lead assignment trigger

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How to set up web-to-lead forms
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Devise your lead de-dupe process

• 2 approaches
• Identify handle duplicates at the website level
  - - before they ever enter the system
• Let duplicate leads get created and clean then up
  once theyre in the system
• Solutions
• Build it Five 9 example
• Buy it Demand Tools, RingLead, other partner
  solutions

Evaluation Criteria

• Things to think about in your criteria
• What do you want to match on?
• Can you add code to your website?
• How do you want to treat it?
• What are your follow up actions when you identify
  a duplicate lead?

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QUESTION ANSWER SESSION
JUDY LOEHR
salesforce.com
SR. DIRECTOR, INTEGRATED MARKETING
TRICIA REILLY
Five 9s
DIRECTOR, MARKETING COMMUNICATIONS
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Session FeedbackLet us know how were doing!
Session ID 195
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Appendix
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Examples of reports you may need

• Executive reports
• Monthly lead gen reports
• Monthly converted lead report
• responses over time, by produt, by
• Marketing impact on pipeline
• Segmentation reports
• Target lists for up-sell cross-sell campaigns
• Target lists for re-marketing to past responses
• Marketing analysis reports
• Breakdown reports to compare results of specific
  tactics
• Clearly identify which reports youll be able to
  run directly from the app, and which youll need
  to create in Excel
• Inclusion reports usually ok from the app
• Exclusion reports will require Excel

Remember

• Dont start customizing until you have a clear
  vision for the reports you want to produce make
  a list!
• Mock up reports in Excel, or just sketch them on
  a piece of paper!
• Write out filter criteria on paper before diving
  into reporting tab
• Attend Dreamforce session Developing
  Integrated Marketing Reports Dashboards

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Sample executive report mock up in Excel
Think about the columns, filters, and level of
granularity for each report
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Salesforce Marketing report details

• Lead reports
• Lead report to report on all current leads.
  Does not include leads that have been converted
• Leads with converted lead information lets you
  report on all leads, including those that have
  been converted. BONUS it shows you the account,
  contact opportunity details for the converted
  leads
• Lead history report analyze how long leads are
  in each status
• Campaign Analysis reports
• Campaign summary report includes only campaign
  fields, does not include any details about people
  on the campaign. Best for executive reports
  comparing results of campaigns.
• Campaign Call Down report lets you quickly see
  everyone associated with a single campaign.
  Includes both leads contacts. Only shows
  business card information such as name,
  company, address, email, etc.
• Campaign Member Analysis Report allows you to
  analyze responses to your campaigns by any field
  on the campaign. Includes member status
  information and allows you to report across
  multiple campaigns at once.
• Campaign Segmentation reports
• Campaign Lead report allows you to create
  target lists based on attributes of a lead
  record, and associated campaign details. Does
  not include converted leads
• Campaign Contact reports allows you to create
  target lists based on attributes of accounts
  contacts, and associated campaign details.

Where are they?

• Campaign Call Down and Campaign Member Analysis
  reports can be found in the Campaign Reports
  folder.
• Tip create your own standard reports that you
  can clone quickly customize for future campaign
  reporting

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Key campaign fields
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Key lead fields
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Campaign naming convention
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Recommended Member Status Values
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What happens when leads are converted

• New lead, no matching contact
• New contact is created
• Campaign activity history carried over to new
  contact
• All lead fields are mapped to corresponding
  contact fields
• Lead is converted to an existing contact
• Campaign activity history is appended to the
  contact history
• Only empty contact fields are updated with values
  mapped from the lead

Which campaign gets credit on the new
opportunity?

• Answer The most recent campaign the lead
  responded gets credit on the opportunity
• Responded to the campaign(s) associated with
  the lead that have a member status value with the
  responded box checked
• Most recent if the lead responded to more
  than one campaign, the application selects the
  campaign with the most recent member status
  update date

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Maintain the Active flag on campaigns
The Active flag controls

• Options in the select campaign picklists for
  leads, contacts and opportunities
• The campaign member analysis report
• Recommendation check flag for all campaigns that
  are currently active and that you are reporting
  on
• Recommendation go back and un-check the active
  flag when wrap up is complete

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A few product secrets

• Q What happens if the same person responds to a
  campaign more than once?
• A The application will keep the member status
  value that is furthest down the list under the
  campaigns Advanced Setup area. For example if
  someone replies to an email twice once
  Replied, the other to unsubscribe
• Sent
• Opened
• Responded
• Bounced
• Unsubscribed
• Q Why cant I find a campaign when I try to add
  one to my lead or contact?
• A The active flag is not checked on the
  campaign
• Q Why cant I create a campaign member report
  in the new report wizard?
• A Who knows but you can still create one by
  customizing the canned report in the Campaign
  Reports folder ? Campaign Call Down Report

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Another product secret

• Q Why cant I create a campaign member report
  in the new report wizard?
• A Who knows but you can still create one by
  customizing the canned report in the Campaign
  Reports folder ? Campaign Call Down Report

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A few product tips reminders

• Q Why is my total responses zero?
• A You have not customized your member status
  values under Advanced Setup.
• Q Why cant the sales reps see my campaign to
  add it to their leads or contacts?
• A The active flag is not checked on the
  campaign
• Q Where is the infamous report that lets me
  analyze responses across multiple campaigns?
• A This is the Campaign Member Analysis
  Report and it can be found in the Campaign
  Reports folder. It is not available in the new
  report wizard.

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And one more product factoid

• Q Which campaign gets credit on an opportunity
  when a lead is converted?
• A The most recent campaign the lead responded
  to gets credit on the opportunity
• Responded to the campaign(s) associated with
  the lead that have a member status value with the
  responded box checked
• Most recent if the lead responded to more
  than one campaign, the application selects the
  campaign with the most recent member status
  update date

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How to pass hidden fields
Recommended Hidden Fields

• Specify which fields you want to be hidden, and
  pre-populate with correct values
• ltinput type"hidden" namelead_source"
  id"00N30000000lNRn" valueWebsite"gt

• Campaign ID
• Campaign member status
• Product line
• Lead source
• Lead assignment trigger
• Lead auto-response trigger
• Lead capture source