• Emily Malone

4 tips on using Salesforce campaigns effectively

When Salesforce plans, manages and tracks your inbound marketing project, it’s called Salesforce campaign. This can be a seminar, direct mail program, email, print advertisement, or any other type of marketing proposal. You can analyse related marketing tactics much easier by organising campaigns into hierarchies.

Salesforce campaigns act as a bridge between your marketing initiatives and your CRM, and allow you to create visibility, track, calculate and report on your marketing programmes within Salesforce.

To really get the most out of it, we recommend a Salesforce course, where experts guide you into mastering the concepts, App Builder and Salesforce administrator to help you grab the certifications on your first attempt.

But first, let’s take a look at the benefits of using Salesforce campaigns and the essential elements which go into them…

Integrate and get all your customer data in one place

It used to be that marketing and sales teams worked in data silos and argued with each other at every opportunity. But Salesforce has helped change that way of working.

For example, say your sales team uses Salesforce, your marketing team works on HubSpot Marketing Software, and Zendesk is used by your customer service team.

The idea is to create a transparent data funnel by integrating HubSpot Marketing and Zendesk with Salesforce. This will allow complete tracking of every customer by marketing, sales, and customer service teams.

All departments then get on the same page with transparency through the whole sales funnel. And what are the results? Happy customers!

If you want to keep your customer service top-notch, make sure your customer service team is as informed as possible with a customer relationship management system.

Campaign influence

With Salesforce campaign influence, you’ll be able to associate an opportunity to multiple campaigns. It’s all about the mappings between a campaign object in Salesforce and the opportunities, leads or contacts that are campaign members. The editions of Salesforce that allow campaign tracking are:

  1. Performance

  2. Enterprise

  3. Professional

  4. Unlimited

  5. Developer

From the mid-to-bottom of the funnel, you get complete track of your marketing and sales initiatives with Salesforce campaign influence. You can even use campaign tracking to check how print, pay-per-click, trade show, direct mail, and content marketing performs regarding the opportunities, leads, and revenue it influenced or generated.

Opportunity configurations

You need to use the Contact Roles related list on the Opportunity Record to make sure your Pardot Opportunity funnel report and campaigns in Salesforce work. 

To create a relationship for your campaign reporting, Salesforce and Pardot look at this key link at the Opportunity level. And this goes for both methods, so it’s integral to adopting in your Sales process.

When the existence of contact both at the Opportunity Contact Role and Campaign Member level, Contact Roles automatically assign any active Salesforce campaign influence.

Email marketing

By pairing up a powerful email marketing tool with Salesforce Campaigns, you’ll be taking your automation to the next level. You’ll be able to create a list, segment data and send out email campaigns directly from within Salesforce.

Managing your email database is easy and convenient because your list of leads or contacts is transferred into Campaign Members automatically; you can send your email to all of them, and their status will be updated effortlessly.

The examples of tools that have their own Salesforce connectors are Campaign Monitor, Pardot, Mailchimp and Dotmailer.

The bottom line is, there’s no doubt in saying that the proper usage of the Campaign object is an essential ingredient in the alignment of IT, marketing, and sales. So take advantage of this underrated gem.

After setting them up properly, using them religiously, while reporting on their output, you’ll finally get that line-of-site from marketing budget spent to the higher ROI.