10 things marketers should be doing in salesforce (but aren't)
DESCRIPTION
The foundation of measuring marketing's effectiveness hinges on being able to tie EVERYTHING to reveue. Understanding the intricacies of how Salesforce.com is organized will help you wow your management and the C-Level Suite with data driven insights and measurable results. A well executed integration with Salesforce.com can help you answer the Age Old question - which campaigns are working and which ones aren't. Presentation covers: Mastering the Basics- Role of the Contact - Building Campaigns - Tracking Lead Source - Importance of the Primary Campaign Source - Campaign Influencers - Understanding the Analytics - Myth of Leads v. Contacts - Importance of GOOD DATA - Rigorous data hygiene protocolsTRANSCRIPT
10 Things Marketers Should be Doing in
Salesforce (But Aren’t)Presented by
Cathy Otocka of MTI Solutions & Consulting
&
Henry Schuck of DiscoverOrg
10 Things You Should Know
Master the Basic Concepts/Understanding Campaign Influence
Build Campaigns Role of the Contact Tracking primary Lead Source Importance of the Primary Campaign Source Understanding the Analytics The myth of Leads vs. Contacts Importance of good data Rigorous data hygiene protocols Key takeaways
A little about me
Functional expertise in sales/marketing/finance operations
10 years of experience with salesforce.com
Irrationally passionate about marketing analytics
Ground Rules
Don’t Think you are smarter than Salesforce Try to rebuild the Campaign connections
in Salesforce Challenge the structure of the data
Do’s Be smart about interpreting the metrics
to make them actionable
Mastering the BasicsSalesforce TermsCampaign – Marketing Program
Lead – Salesforce record that is a person. Not to be confused with a Prospect
Lead Source –
A field on the contact and lead. Name of the Campaign that brings that name into the SF for the very first time.
A field on the Opportunity
Primary Campaign Source – Last Marketing Campaign the contact participated in when the opportunity was created.
Campaign Influence – All of the campaigns that the contact participated in during the influence period
Campaign Influence Settings = 6 months
Nov
2012
• Cathy is added to the database from DiscoverOrg• Contact Lead Source = DiscoverOrg
Dec
2012
• Cathy Participates in an Webinar – not part of the influence
March 2013
• Cathy downloads a whitepaper
July
2013
• Rep creates an opportunity in SF• Sets Primary Campaign Source = Whitepaper
Campaign Influence Settings
Aug 2013
• Cathy stops by Tradeshow booth
Sept 2013
• Cathy downloads analyst brief
Oct
2013
• Cathy becomes an Opportunity – Closed Won!
Nov
2013
• Cathy attends Customer User Group – Not part of the influence
Building a Campaigns
Campaigns = records that represent your marketing programs Include $$ Types and hierarchies make analytics easier
Campaigns
Campaign Members = Participants
Member Statuses can be customized Standardization of statuses is IMPORTANT
Sample Campaign Status for WebinarsDefault status – Invited
Responded status – Registered
Responded status - Attended
Example Campaign Hierarchy
2013 Campaigns
Webinar
Webinar #1
Webinar #2
Webinar #3
Tradeshows
Tradeshow#1
Tradeshow#2
Tradeshow#3
Downloads
Whitepaper
#1
Whitepaper #2
Whitepaper
#3
Role of the Contact
Contacts and Leads are members of campaigns
Allow you to relate opportunities to campaigns Associate pipeline and closed won $$$
Without Contact you lose mechanism for accurate ROI metrics
Role of the Contact – cont-
Contacts get associated with Opportunities via the CONTACT ROLES related list
Designation of PRIMARY contact is relevant to the PRIMARY CAMPAIGN SOURCE
Salesforce can be configured in several ways to ensure that a contact is attached to each opportunity
Lead Source v. Primary Campaign Source
Lead Source – The Campaign that FIRST brought the name into the database
Added to the records at the time of entry into the database either by marketing, the end user or by data integrations
Lead source on Opportunities should be discontinued when you adopt the use of Campaigns
Primary Campaign Source – The LAST Campaign before an Opportunity
Will be populated by salesforce.com. Should NOT be something chosen by an end user
Analytics
Key elements are easily measured when ALL your programs and data adhere to this structure/process
Complete view of the funnel
Campaign Participants
Campaign Respondents
# of Opportunitie
s Created
Won
Analytics – cont -
Uncover:
1. How many campaigns does the average person respond to during the sales cycle?
2. Which campaigns are effective: Bringing new names into the database –
Lead Source Which start sales cycles – Primary Campaign
Source
Clean data has to be a priority
How the data ends up in Salesforce is essential to its usefulness
33% of sales/marketing professionals expressed data accuracy as their biggest concern
58% of users rely on Sales team to keep CRM data current
No Duplicate Accounts and Contacts is essential Every product you use that integrates with
salesforce (marketing automation and DiscoverOrg) map using email addresses. EACH EMAIL ADDRESS CAN ONLY BE IN SF ONE TIME!
Graphic of org chart I drew
Why “Leads” Ruin Your Analytics
Leads “database” is a separate from the Accounts/Contacts database Sacrifice cohesive campaign analytics
Lack of context = lack of usefulness to sales
The Myth of “Conversion”
The core of most marketing metrics hinges on the grey “convert” button in Salesforce
Artificial significance in the business process and related analytics
Key Takeaway Points
Organize your Campaigns well Make sure a contact is attached to each
opportunity Clean, well organized data is essential Adopt a process of 100% Lead
conversion
