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How salesforce.

com uses Salesforce CRM


in marketing
Want to make the most of your marketing programs? At salesforce.com, we use best practices gathered
from thousands of marketing organizations around the world to do just that. In this document, we’ll outline
how we use program management and direct response programs and share some secrets that can boost your
marketing efforts.
In all our programs, our primary goal is to close the gap between Abstract
marketing and sales and to measure how effective we are in hitting our Ever wonder how salesforce.com manages its
revenue benchmarks. We standardized our marketing program by using marketing programs?

the process shown below. Find out now—and you might just learn
something to boost your own marketing efforts.
By Daryl Spreiter

The 6 steps to marketing excellence


As you can see, this process includes four phases: Planning, Production, Execution, and Analysis. Each
phase has associated steps, which we’ll explain below. Read on to find out how our marketing operations
team approaches each step.
Step 1: Audience selection
In planning a campaign, audience selection is critical. In fact, building a solid list of targets is a key element
in our direct-response programs. To capture our list criteria, we create a custom segmentation request
object and share the preliminary list with our marketing automation group. This group augments the data
using third-party tools such as Fairfax Business Research, Harte-Hanks, OneSource, and Tudla to create a
solid list of targets.

 Segments are initially defined at the account level, using company demographics, account types, and IT
infrastructure data captured in our database.

 Using our own data algorithm, we can identify target contacts by engagement history, project role, peer
engagement history, and contact profile.

 Campaign files are attached to the segmentation requests, along with a history of interactions between the
database and marketing teams. Throughout this process, marketing operations fine-tunes any searches by
sharing initial list counts with the requestor to determine whether these match their criteria. The team
then uses that feedback to narrow or widen the search.
How salesforce.com uses Salesforce CRM in marketing

Step 2: Campaign setup


We use campaigns to measure how much sales pipeline our programs generate. By tracking our programs,
we can tie the pipeline and revenue back to our program investment.
An important step in tracking that revenue is to tie all responses back to unique campaign records. To do
that, we use campaign record types to track our different channels. That way, we can understand how
each channel performs from a spend-to-revenue perspective.

 With record types, we can create repeatable campaign templates.


 We can also configure the campaign input screen to show only relevant fields for any particular
campaign tactic, which saves time during data capture.

 Record types make data entry faster and improve reporting by making sure users enter data into required
fields.

 We use validation rules on important fields to improve data quality.


 Campaign naming conventions make it easier to find and report on campaigns.
Step 3: Offer management
Marketers typically invest heavily—both time and budget—to develop enticing offers. To continually
improve our campaign performance, we track each offer’s success. We use a custom offer management
object to track which offers perform best.

 We include all campaign and offer codes in landing pages. When visitors go to a page, embedded HTML
code captures information. The campaign ID tracks where the visitors came from, and the offer ID tracks
the offers available on the page. The relevant codes are captured and sent to Salesforce CRM.

 Using a custom object to track offers has many benefits, including having a centralized source for all
offers. Having such a source makes it easier to search and encourages re-use and consistent reporting. As
people respond to offers, the responses are attached to the associated campaign, using the campaign
member related list.

 Download the free offer management object from the AppExchange.


Step 4: Response management
A response is when someone takes the action called for by a campaign; for example, submitting a form.
Response management gives us visibility into how responses progress through the sales pipeline. We
compare inbound responses to existing leads and contacts to determine whether they match or whether
they’re “net” new leads. We then record the response in the campaign member object. Campaign member
responses can be unique to each campaign or tactic.

 If the lead already exists, we insert the response into the existing record and retain the offer and
campaign information. If the lead is new, we create a new record and attach that record to the campaign.

 We match new responses against existing leads and contacts to avoid creating duplicate records.
 De-duplicating records is a critical component of our response management process. We use querying
logic to determine if the lead exists or not based on specific matching criteria: We match first on email,
then on last name and domain name, and then on first name, last name, and domain name.

 The campaign member detail page on the campaign contains vital information about the response,
including the response date, campaign, offer, contact information, response owner, and response status

BEST PRACTICE 2
How salesforce.com uses Salesforce CRM in marketing

 As a member moves through the sales pipeline, we update the member status to get a closed-loop view
into our campaign. That means we can see the results of our marketing efforts in real time, at any time.
For example, we can see which programs resulted in active opportunities and which opportunities closed
as a result of a marketing campaign or outreach.
Step 5: Sales and marketing alignment
Just as it’s important for marketers to have insight into the sales pipeline and closed revenue, sales needs
insight into important campaign follow-ups. We use Salesforce CRM’s content feature to share and
collaborate on all customer-facing materials. We also use custom fields to improve communication
between marketing and sales as well as workflow rules to automatically generate tasks and assign them to
the account owner. To make sure the account owner can act quickly, the task includes vital information
about the campaign:

 A link to drill into the campaign details.


 A link on the campaign to reference specific follow-up tasks and recommended next steps as well as
additional information about the program or offer
Account owners then update the response status so marketing can track campaign performance.
 We list the key qualification questions to improve the chances of getting the prospect to the next step—
and hopefully into the pipeline.

 Custom fields on the member status page track the member’s status on that campaign, which helps to
improve reporting. The status helps us determine whether the person is ready, needs more nurturing, and
whether follow-up activities were met.
Step 6: Analysis
We use dashboards to get a real-time view into how the program performs throughout the execution phase,
as well as overall. Dashboards also show us which channels were the most effective, which offers
performed the best, and how much revenue the program generated.
Build your own dashboards or leverage the free marketing dashboards found on the AppExchange. To take
advantage of the free dashboards, do a keyword search on the AppExchange for “marketing dashboards,”
filter the results by “free,” and start with those created by Force.com Labs. To find out how to build your
own dashboards, view the Dashboard Mechanics training video.

Summary
 To accurately target your audience, you need data at both the company and contact level.
 Use the campaign record types templates to set up your campaign and improve channel performance
management.

 Use offer and response management, including the enhanced offer testing and tracking features—made
available with Summer ’09—to get visibility into response follow-up and status.

 Ensure sales and marketing alignment for campaign success.

For more information

Contact your account executive to learn


how we can help you accelerate your
CRM success.

BP_HowWeUseSFinMarketing_2010-02-12

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