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Campaign Management

Overview

A campaign is an outbound marketing project that you want to plan, manage, and track within Salesforce. It can be a direct mail program, seminar, print advertisement, email, capital campaign, annual campaign, gala event, annual event or other type of marketing initiative.

The Campaigns tab displays a home page that lets you quickly locate and report on campaigns. You can also sort and filter campaigns using standard and custom list views. In addition, this tab lets you view and edit detailed information on campaigns

Campaign Management Conventions

Campaign Naming

The naming convention of Campaigns is very important. The name of the campaign is the direct link from a lead/contact to campaign record. Salesforce.com recommends the campaign name communicate the Type/Location/ Date/and Product/Vertical Focus in the name of the campaign. This will allow a Marketing Manager to easily identify one campaign from another. Example:

Annual Fundraiser Luncheon – 11/1/05

Campaign Creation and Member Status

A new campaign record should be created for each marketing event or initiative. Salesforce.com recommends creating campaign templates for the various types of campaigns. For example, if running web seminars every month, the marketing manager should set up a web seminar template campaign with all the generic information filled out. Next, in the ’Advanced Setup’ function within campaign list all possible statuses for a web seminar campaign. Once the template is created, each time the marketing manager runs a new web seminar, he/she can "clone" the campaign record and update the name and the appropriate information. Cloning the campaign will ensure the customized member statuses will be automatically associated to the new seminar campaign. Therefore this will both save time and decrease the chance of error in manually entering the status. If templates are not created each time a campaign is created, the member statuses will be added manually. If the statuses do not match exactly, summary reporting will be difficult because there will be multiple variations of the same status.

Campaign – Parent Campaigns

For campaigns with multi-media, Salesforce recommends adding a custom Text field for the parent Campaign name. For multiple wave campaigns, Salesforce recommends creating a template for the Parent Campaign. Parent Campaign name must be the same for all associations. Users can then run reports and subtotal by this custom Parent Campaign Name, or Group by Parent Campaign Name, Response, etc. (Example: "Trade Shows" would be the parent campaign and each individual trade show would be a child campaign).

Email Integration Partners

Salesforce.com has email marketing partners that have built-in integration into the campaigns tab of salsforce.com. ExactTarget (www.exacttarget.com) Got (www.gotcorp.com) and Vertical Response (www.verticalresponse.com) are three such partners. Although each partner may be different, it is likely that there is no cost for the integration; only for the use of the email service.

Viewing Campaigns

Campaign Views

The following Campaign views are available by default. Users can create as many new views per the Marketing team’s requirements as needed.

• All Active Campaigns
• My Active Appeals

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