B2B Marketing Blog

How to Hack Your Salesforce Campaigns to Get Better Metrics

By Lauren Hylbak
Nov 4, 2013

Guest Post by Jame Ervin, a marketing operation analyst at Clutch Mobile.

I've been using Salesforce.com for almost 10 years now, and I have one big beef! All of the tricks for using the campaign object effectively are well hidden in the UI. In today's post, I want to give you a few tips/tricks for success to help you imporve your marketing metrics. 

Customize campaign member statuses

By default, Salesforce gives you two member statuses for your campaign members. Sent and responded. I find that these aren’t very descriptive statuses that I like to track for my campaigns. You can easily customize them into statuses that are more meaningful for your organization.  

Whenever I go to a tradeshow, I like to filter out the hot leads from the badge scans. Here are a few sample statuses I use in my tradeshows:

  • Invited: anyone I reach out to as part of the pre-event marketing plan
  • Booth Visitors: any badge scans or people who dropped a card in the bowl for a giveaway
  • Engaged: anyone who had a meaningful conversation with a rep or did a personalized demo
  • Hot Lead: any prospects who wanted immediate post-show follow up.

Here is how to customize those statuses in SFDC:

1.  Navigate to Advanced Setup

Salesforce campaign metrics

2. Edit you member status values

Salesforce campaign metrics

3. Add in your new statuses, and redefine the responses as needed

Salesforce campaign metrics

Now you can track different types of responses, and have multiple response types.  

Happy customizing!

 

Setup your hierarchy

Are you using the campaign hierarchy?  Campaign hierarchy allows you to roll-up your individual campaign results into a single campaign, and track the overall performance.  

There are a couple of notes when setting it up:

1.  You can go 5 levels deep for your hierarchy

2.  If you use enterprise edition, you need to make sure to edit field level security so the fields are visible

The hard part?  How do you think about your hierarchy?  Here are some questions to answer as you are mapping it out.  

 

How do you want to report on marketing success overall?

Are you looking at the success by channel, business unit, cost center, region, or sales channel?  Or is it something else?   

Are your marketing “campaigns” a collection of different initiatives that you want to track the overall success for?  

Let’s go back to our tradeshow example.  If you are making a big splash at an event, you may have multiple things happening as part of the event.  You might exhibit on the expo floor, have a customer dinner and host a networking event.  You’ll want to track participation and attendees for each of those individual initiatives, and also track the overall success of the tradeshow.

At my company, we are tracking success by channel.  We’d like to know which channels are driving the most responses, new leads and opportunities.  Our hierarchy looks like this: 

  • Online
    • Paid Search
      • Google Adwords
        • Keyword Group 1
        • Keyword Group 2
    • Organic
      • Contact Me Form
      • Demo Request Form
  • Webinar
    • Monthly Demos
    • Webinar 1
  • Tradeshow
    • Big Tradeshow
      • Pre-event Marketing
      • Exhibition Hall
      • Customer Dinner
      • Networking Happy Hour
  • Partner
    • Partner A
      • Webinar
        • Webinar 1
      • Seminar
        • Seminar 1

How are you mapping out your campaign hierarchy, and how are you reporting on your marketing results?

 

Keep on customizing your campaigns with custom fields

Don’t forget to add custom fields on campaign and campaign member.  You can track other campaign specific info without cluttering leads and accounts as well.  Here are a few suggestions.  

Campaign fields:
  • Product
  • Partner
  • Sales Rep (for sales campaigns)
  • Links (for links to related assets, landing pages, or information on the event)
  • Buying cycle stage
  • Vertical/Industry/Persona/Prospect Target
Campaign Member Fields
  • Meal preferences (in case you are planning an event)
  • Sales person (to note who they talked to at the show)
  • Notes to track any campaign specific info 

I’ve just scratched the surface on how you can Hack the Campaign Object and make it easier for you to measure your marketing initiatives.  You can also be creative and use custom objects and workflow rules to get even more insight on net new leads from marketing, track your campaign budget, public relations efforts and more.  

How have you hacked your campaign object?

About the Author: Jame Ervin is currently the marketing operation analyst at Clutch Mobile. She is a certified Salesforce.com Admin and former Salesforce.com and marketing automation consultant.  Jame likes to help organizations connect the dots between marketing and sales tools and processes and help marketers improve their relationship with sales. Check her out on LinkedIn at linkedin.com/in/jameane.

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Topics: salesforce, Salesforce tips

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