Certified Administrator

Marketing Administration
Define a Campaign
What are your campaign goals?
Campaigns usually have one of the following primary goals:
• Lead generation
Lead generation campaigns include direct mail, email blasts, web seminars, conferences, and trade shows. These types of campaigns
directly generate new prospects. In Salesforce, you can easily track the effectiveness of each campaign in terms of the amount of
new business generated.
• Brand building
Brand-building campaigns include print advertisements, billboards, and radio advertisements. These types of campaigns may not
generate direct responses, so the calculation of campaign ROI may not be as straightforward.
If you want to analyze your marketing budget by campaign goal, we recommend that you add a custom campaign picklist called
Campaign Goal to track the primary goal of each campaign. This picklist should include values such as Brand building, Lead
generation, and any other campaign goals your organization might have.

Describe when to use Campaign Hierarchies
5 is the maximum campaign hierarchy allowed
Campaign Hierarchy
When to use a campaign hierarchy:

Use campaign hierarchy if you want to track statistics about a group of campaigns.

Open Example
How to configure campaign hierarchy:

1. Configure field-level security.

Campaign hierarchy fields may be set to hidden field-level security by default. Ensure that the proper profiles have access by changing the visibility to each field (if required):

Setup –> Customize –> Campaigns –> Fields

Click on the field (e.g. “Total Actual Cost in Hierarchy”).

Click “Set Field-Level Security”.

Set the field to visible for the appropriate profiles.

Repeat for each field you would like to use:

Total Actual Cost in Hierarchy
Total Budgeted Cost in Hierarchy
Total Contacts in Hierarchy
Total Converted Leads in Hierarchy
Total Expected Revenue in Hierarchy
Total Leads in Hierarchy
Total Num Sent in Hierarchy
Total Opportunities in Hierarchy
Total Responses in Hierarchy
Total Value Opportunities in Hierarchy
Total Value Won Opportunities in Hierarchy
Total Won Opportunities in Hierarchy
Create a Campaign targeting both existing customers and new Leads
Create your target list
Next define who you want to target with your campaign. The method used to create a target list depends on who you are targeting:
Rented or Purchased Lists - Simply use the list of names as your target list. We recommend that you do not import the names into the system yet.
Existing Contacts, Leads, or Person Account - Run a contact, lead, or person account report in Salesforce and use the Add to Campaign button to associate those records with your campaign. Alternatively, go to a list view of contacts or leads and use the Add to Campaign button to associate those records with your campaign. Note that person accounts are included in contact list views and can be added to campaigns from them

n general, there are two main groups to whom you can market:
• Existing customers
You can use Salesforce contact reports to create target lists of customers for direct mail, email blasts, or other types of campaigns.
• Prospects, including:
– Existing leads. These are individuals that have already been entered as leads in Salesforce. You can use Salesforce lead reports
and list views to create target lists of existing leads for a campaign.
– New leads. New leads can include anything from names on business cards that you acquired at a conference or a list of names
that your organization has purchased or rented. You can add leads individually to Salesforce or use the Data Import Wizard to
import a list of names as leads and directly associate them with a particular campaign.
List the features used to create an Automated Campaign
All campaign execution occurs outside of Salesforce. It can be online or offline, for example:
Online - Send email using an email execution vendor.
Offline - Plan and host a conference; run print or radio advertisements; send direct mail pieces; or host a Web seminar.
Track responses
List the methods to associate Leads and Contacts to a Campaign
Campaign members are created from lead, contact, or person account records. Salesforce provides a variety of ways in which you can manage your campaign members. You can add and update up to 50,000 campaign members at a time through lead, contact, and person account reports; you can search for and add or edit multiple leads and contacts from the Manage Members page; you can add an unlimited number of leads and contacts using a CSV import file; or you can add members to a campaign one at a time from contact or lead detail pages.
Adding Campaign Members
You can add new members to a campaign:
Individually from the Campaign History related list on a contact, lead, or person account detail page
By searching for contacts and leads from the Manage Members page
From a campaign, contact, person account, or lead report
From a list view of existing contacts or leads
From a CSV import file of new leads
From a CSV import file of existing members
Describe how to use Lead Queues to manage Leads
Lead queues

Help you manage the distribution of leads. For example, you may have a lead queue for a Western Region team and one for an Eastern Region team. You can put leads in different queues, either manually or automatically via a lead assignment rule as leads are imported, created or edited manually, or captured from the Web. Make salespeople members of one or more lead queues.

Case queues

Help you manage your support workload and differentiate cases based on support levels. With queues, you can ensure that cases are resolved quickly even if a specific user is on vacation. By creating queues for different support levels, such as Gold Service and Silver Service, cases are automatically prioritized. You can put cases in different queues, either manually or automatically via a case assignment rule as cases are generated from the Web or created manually. Make support agents members of case queues.

Knowledge article version queues

Help you manage the distribution of versions of Salesforce Knowledge articles for translation. For example, if multiple languages are used for your knowledge base, you can assign new versions of articles to a queue of users who can translate the article into a specific language.

Service contract queues

Help you manage the distribution of service contracts. For example, you may have a dedicated group of users who review service contracts. When a service contract is created, assign it to a queue so queue members can review the service contract.

Custom object queues

Help you manage the distribution of custom object records. When a custom object record is created, manually assign it to a queue so that the users assigned to the queue can access it and take ownership of it.
Describe how to use a Lead Assignment Rule to assign and route Leads
Lead Assignment Rules - Specify how leads are assigned to users or queues as they are created manually, captured from the web, or imported via the lead import wizards.

Case Assignment Rules - Determine how cases are assigned to users or put into queues as they are created manually, using Web-to-Case, Email-to-Case, On-Demand Email-to-Case, the Self-Service portal, the Customer Portal, Outlook, or Lotus Notes.

Describe the use cases for Web-to-Lead
Add or delete values from the standard campaign picklists
• Create custom fields
• Modify field-level security to show or hide campaign fields (Enterprise, Unlimited, and Performance Editions)
• Modify page layouts to organize campaign fields and related lists on detail and edit pages
• Modify user profiles to control user access to campaigns (Enterprise, Unlimited, and Performance Editions)
• Set the organization-wide sharing default for campaigns and create any necessary sharing rules
• Modify the campaign list views to show any custom information you need to access
• Optionally, set up campaign influence to see how your campaigns influence opportunit
Describe the functionality of a Lead Auto-Response Rule
Self-Service portal
Customer Portal
Web-to-Case form
Email-to-Case message
On-Demand Email-to-Case message
Build a Lead Queue, Assignment Rule, Web-to-Lead, and corresponding Auto-Response Rule
Measure Campaign results
Analyzing Campaign Effectiveness
The final step is to analyze the effectiveness of the campaign using reports and campaign statistics. You can track information such as
the number of leads generated, the amount of opportunities tied to the campaign, the amount of business generated from the campaign,
and more. In addition, you can track campaign statistics over time, for example, the number of times a particular contact has responded
to campaigns or the ROI for all types of advertisements. If you're using campaign influence, you can also see how your campaigns are
contributing to opportunities.
• Review Campaign Statistics
Campaign statistics on the campaign detail are automatically recalculated every time a campaign is saved. Some campaign statistics
include Responses, Number of Opportunities, and Amount of Won Opportunities. Campaign hierarchy
statistic fields, such as Total Responses in Hierarchy, Total Opportunities in Hierarchy, and Total
Value Won Opportunities in Hierarchy, provide aggregate data for a parent campaign and all the campaigns
below it in the campaign hierarchy.
• Run Campaign Reports
From the Reports tab, you can run several types of custom campaign reports as well as the following standard campaign reports:
– Use the Campaign Leads or Campaign Contacts reports to list the leads or the contacts associated with your campaigns.
– Use the Campaign Call Down report (single campaign) or the Campaigns with Campaign Members report (multiple campaigns)
to show information about leads and contacts.
– Run the Campaign Member Analysis report to summarize information about who has responded to campaigns.
– Use the Campaign Revenue Report to analyze which opportunities have resulted from your campaigns. You can also analyze
products and revenue schedules in this report.
– The Campaign ROI Analysis Report calculates the ROI and average costs for your campaigns. The ROI is calculated as the net gain
(Total Value Opps - Actual Cost) divided by the Actual Cost. The ROI result is expressed as a percentage.
– Use the Campaigns with Influenced Opportunities report to view opportunities that are influenced by each of your campaigns.
– Use the Campaign Member report to view the members of campaigns.
Describe the process and effects of converting a Lead
Convert a lead- account Contact Opportunity. you can choose not to create an opportunity upon conversion.

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