Businesses leverage Salesforce CRM to connect with existing and potential customers. Salesforce further helps them track their customer activity, connect with them on various levels, understand their customer’s needs, and help them grow their customer base.

 Due to its diverse collection of applications, businesses further use Salesforce to track sales, spending, Marketing, and analyze performance. The various applications offered by Salesforce allow users to maintain communication forums with customers, analyze data, and implement sales strategies.

Salesforce is a one-stop-shop for businesses looking to improve communication with customers while maintaining and growing their customer base and revenue streams. If you know how to work on Salesforce efficiently, you can get the most out of it. 

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In this article, we will provide a step-by-step process to help you make the most of the platform for your first Salesforce campaigns.

What is a campaign in Salesforce?

A campaign is usually any group of leads or contacts you can handle as you need. Some of the examples are:

  • Want to invite your potential customers to an event? Simply add them to a campaign and send them invitations. 
  • Want to send some kind words to those who showed up? Just change their campaign member status and send them to thank you notes or follow up on your conversations at the event. 
  • Want to understand which trade show to attend for getting high returns on investment and lead acquisition costs? Add leads to your campaign and follow up on those leads converted from trade shows to make better-informed decisions on marketing investments.

5 Best Practices to Keep in Mind Before Creating a Campaign in Salesforce 

Before you start creating a campaign, you need to ask yourself why you’re doing it, what you expect to accomplish (goals), who will be executing it, and how long it will run. 

The following are some of the best practices to keep in mind before creating a campaign in Salesforce. 

Design your campaign with the guidance of the Sales team

Leverage data and analysis to drive sales strategy and achieve sales goals. The Sales team is responsible for the success of any particular project or campaign, and thus, you should involve them early and not after the campaign launch. 

The sales team is the one who directly gets in touch with the customers. Therefore, they can serve as a valuable source of strategic and tactical input with creative thinking. Scheduling a meeting with your sales team members can help you understand how the target market will respond to your marketing campaign. These kinds of valuable inputs or feedback from the sales team will further polish your campaign at the very initial stage, and won’t require much changes later on.

Help your team to understand the benefits of the campaigns

Every sales team member is unique. So, you need to plan each meeting, motivate your sales teams adequately, and always be equipped to offer your input in the sales meetings.

Engage with each sales member to understand their work and try relating your organizational goals with the goals of every person inside your team. Let them know that the administration can support them in achieving these objectives by fulfilling the overall company goals. 

Keep open communication and get their ideas, concerns, or complaints. Provide them with the needed training and tools to manage the campaign successfully. This will make your sales team feel encouraged and motivated toward marketing and accomplishing their goals to achieve the desired results.

Assign personalize tasks and leverage Email Tools

Everyone likes to work on those tasks that they are excellent at. Thus, make your sales campaigns successful by creating and assigning tasks to every sales team member and let them discover their capabilities and strengths. Don’t forget to set measurable goals that encourage your team to work efficiently and stay productive.

A Salesforce campaign is remarkably effective, but it can become more competent in raising automation to a whole new level when combined with proper email marketing. When you combine email marketing with a salesforce campaign, all of your operations will become seamless. Your generated leads or contacts will be automatically assigned to campaign members, the email will be sent to all of them, and the status of the sent emails will also be updated.

Address the pain points and launch your campaign

Employees from all areas face some challenge every day. Right from getting clicks to explaining products/services and encouraging conversions, there are many roadblocks at each stage of the customer journey. 

Hence, before you launch a new Salesforce campaign, the sales team should go through a learning curve. The learning time varies from one person to another, depending on their learning capability. Marketing team should coordinate with the sales team to recognize the pain points and address them in real-time. Leverage educational slide decks and automated workflows to save huge time on every step of this process.

Measure campaign’s effectiveness and keep your team updated

Businesses want to analyze the effectiveness of a marketing campaign either by creating campaign reports in Salesforce or using the statistics on the campaign record. You should never forget a few details like:

  • Total leads – This is the total number of leads linked with your campaign. If you merge two lead records or completely delete them, this number will decrease.
  • Total responses – This is the total number of records associated with your particular campaign and has a member status as ‘Responded.’
  • Total contacts – This is the total number of contacts associated with your campaign.
  • Won opportunities – These are the opportunities generated from your campaign and how many of them are acquired successfully.
  • Converted leads – This is the total number of converted leads associated with your campaign.
  • The total number of opportunities/total number of won opportunities – This is basically the sum of all opportunities you have and the customers you’ll get from won opportunities.
  • Campaign leads or Campaign contacts: This is the list of the leads or contacts associated with your campaigns.
  • Campaign ROI analysis report: It is used to measure your campaigns’ performance based on ROI and the average cost of the campaign.

Learn how to create a New Campaign in five easy steps

Requirements for creating campaigns in salesforce

In order to begin your journey on how to create a campaign in Salesforce, you need to first check the Marketing user box. Make sure you are authorized to create campaigns. If you don’t have the rights, then you can contact your administrator as he can grant access to you.

Go to Campaign Tab on your Salesforce Home page:

You will find a pencil icon at the top right of the menu bar. Click on it.

The “Edit Sales App Navigation Items” menu box will pop up. At the top of the menu, you will see “Add Item.” Click there.

Filter menu items by “All” and search “Campaigns” utilizing the search box functionality.

Choose the “Campaigns” option and click on “Add New Item”. In this way, the Campaigns tab will show up.

Create a New Campaign

Click on the Campaigns tab. Choose the “New Campaign” option. This will further open the New Campaign window.

Add Campaign Details

Add all the necessary details related to your campaign. Make sure to enter your campaign name, start or end date, type (Email, Social Media), description, campaign member information status, campaign budget, etc.

Select the Status  

You might have seen the campaign status called “Ongoing” or “Evergreen” when the campaign is still running. Statuses such as “In Progress” fit more closely with targeted campaigns that have a pre-defined start and stop date. Some examples of the campaigns are digital advertising campaigns, customer events, or trade shows. 

Make sure you set these statuses to be precise and minimize overlap situation. For example, having the status of “Evergreen” and “Ongoing” could be unclear to the user. 

Select a Start and End date

Get all the required “Planning” information if you wish to. If you do not know this information, it’s best to leave it blank. You can enter more data in the Planning section at a later stage once you have a brief overview of your Campaign outcomes.

Once you have the information in all these fields, click “Save” and close. A green pop-up will appear to confirm that your Campaign has been created. 

Conclusion

Effective Salesforce campaign management requires proper planning, launch at the right time, tracking, and measurement KPIs. If you can get these steps right, you can rest assure that your first campaign in Salesforce is a roaring success – along with every campaign that follows it.

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