Before you read
This is article is for marketers and business developers who currently use or are planning to use Salesforce to track their marketing campaign effectiveness. With this article, I wanted to share my personal experience on how Salesforce could be used in a more diverse way, rather than just what is documented.
My favorite unusual way of using an everyday item
Okay, so you want to know about some unusual ways of using usual things? Well, let me tell you about a few of my favorites.
First off, there’s the old standby: using a brick as a paperweight. It’s not the most exciting use, but it gets the job done. And if you’re feeling creative, you can always stack them up to make a little tower.
Another classic is using a tennis ball to clean your computer keyboard. Just pop the ball in between the keys and give it a good bounce! You’ll be surprised at how much dirt and dust it picks up.
Finally, my favorite unusual way of using an everyday item: using a belt as a phone charger! All you need is a spare phone charger and an old belt. Just wrap the cord around the belt and presto! You’ve got yourself a makeshift charging station.
But why use the unusual way only tangible things? Why not expand your business capabilities with what you already have (you’ve already got Salesforce, right?).
So there you have it: eight creative ways to use Salesforce Campaigns. Whether you’re looking for new ideas or just want to spice up your marketing team workflow, these tips should help get you started. Salesforce campaigns can be a powerful tool, and with a little creativity, you can make them work for you.
But first of all, what are campaigns in Salesforce?
What are campaigns in Salesforce?
Salesforce campaigns is a Salesforce standard object that is used to create, manage, and track marketing campaigns and marketing initiatives. It allows users to create and manage marketing lists by adding campaign members, track leads and contacts, and opportunities associated with the campaign, and measure the campaign’s effectiveness by tracking converted leads. Salesforce campaigns can be used by businesses of all sizes to track and measure their marketing initiatives.
In other words, Salesforce campaigns are used to keep track of marketing initiatives. Users can use the campaign to manage lists, add leads and opportunities, and measure success. This is a tool that businesses can use to measure their marketing efforts, no matter what size business they are and help you automate your marketing.
Why should you use Salesforce Campaigns?
Not so long ago I’ve discovered that a lot of businesses do their marketing effort, but do not do tracking ROI or any results of their efforts which leads to untransparency and losses in marketing budgets. How on earth would you make decisions to invest in your marketing if you are unsure of what previous activities have led to the results?
That being said – Salesforce Campaigns MUST be used if you are running promotional emails marketing, showing ads, making live or on-demand webinars, or any other activities that touch your existing database with contacts or customers.
#1 Show Personalized Ads to Existing Customers
When you create a Salesforce campaign, you can target it to a specific group of people. This is known as personalized advertising or granular level marketing. With Salesforce, you can target ads to customers who have already interacted with your business and manage members of your campaign automatically. This is called remarketing, and it’s a great way to reach out to your existing customers and boost sales.
Remarketing allows you to target ads to customers who have already shown an interest in your products or services. It’s a great way to reach out to your existing customers and boost sales. With Salesforce, you can create campaigns and create custom lists of customers who have interacted with your business in the past. You can then use these lists to target ads specifically to those customers and track won opportunities, thus knowing which ads resulted in conversion.
What you will need
You’ll need a Salesforce advertising studio and a Salesforce campaign to get started. An advertising studio is a tool that allows you to create and manage ads for your business. A Salesforce campaign is used to track marketing efforts and measure results.
Once you have these two tools, you’re ready to start creating personalized ads for your customers.
#2 Track Customer Training & Onboarding
This is something I came up with recently when doing the project for my customer. The customer asked if they could somehow track the effectiveness of their training sessions and statistics on their training progress.
Turns out – Salesforce Campaigns is a perfect tool for that!
You can create a campaign and track how many leads were generated as a result of the training, what stage in the sales cycle they are at, and how much money has been spent on training so far. This information can help you to determine the return on investment for your training program.
What will you need
All you need is a bit of creativity and creating custom record types in Salesforce Campaigns object. What I did, was created another record type for the training type of event. Every time a customer runs a training, they invite their existing customers and track how efficient the training was using standard Salesforce tools.
#3 Call down Campaigns
Salesforce campaigns can be used to call down leads and opportunities. When a lead or opportunity is associated with a Salesforce campaign, it can be tracked and measured to determine the campaign’s effectiveness. Sales teams can use this information to determine how best to allocate their resources.
You could also create multiple similar campaigns with different lead lists and assign them to different managers, which gives you the ability to compare their effectiveness one-to-one.
Sales teams can also use Salesforce campaigns to monitor their interactions with leads and opportunities. Sales managers can see how many times a lead or opportunity has been contacted, what type of interaction it was, and when the most recent interaction occurred. This information can help sales teams determine how effectively they are interacting with potential customers.
What will you need
If you want to really make great use of call-down campaigns you will definitely need IP telephony integrated with your Salesforce. If you do not know what is IP telephony, here’s a great article about that.
When Salesforce and IP telephony are integrated, you can use Salesforce campaigns to make outbound phone calls to leads and opportunities. You can also record these calls, so you have a record of the conversation. This information can help sales teams determine how well they are converting leads into customers.
#4 Track New Employee Efforts
Salesforce campaigns can be used to call down leads and opportunities. When a lead or opportunity is associated with a Salesforce campaign, it can be tracked and measured to determine the campaign’s effectiveness. Sales teams can use this information to determine how best to allocate their resources.
You could also create multiple similar campaigns with different lead lists and assign them to different managers, which gives you the ability to compare their effectiveness one-to-one.
Sales teams can also use Salesforce campaigns to monitor their interactions with leads and opportunities. Sales managers can see how many times a lead or opportunity has been contacted, what type of interaction it was, and when the most recent interaction occurred. This information can help sales teams determine how effectively they are interacting with potential customers.
What will you need
If you want to really make great use of call-down campaigns you will definitely need IP telephony integrated with your Salesforce. If you do not know what is IP telephony, here’s a great article about that.
When Salesforce and IP telephony are integrated, you can use Salesforce campaigns to make outbound phone calls to leads and opportunities. You can also record these calls, so you have a record of the conversation. This information can help sales teams determine how well they are converting leads into customers.
#4 Track New Employee Efforts
Salesforce campaigns enable businesses to trial & error new business models. This can be a great way to see how new products or services might work without having to invest too much time and money upfront.
Campaigns can help businesses quickly test new products or services in the market, and gauge customer reaction before making a larger investment. By using Salesforce campaigns, businesses can trial different pricing models, product mixes and service combinations to see what works best for their customers.
Thanks to built into salesforce campaign analytics, it’s easy to track the success (or failure) of each trial and make necessary changes.
What will you need
Well, from my experience comparing different business models requires a bit more effort in setting up reports, but before you need to clearly state the criteria of a successful business model. Once you are done with that you are ready to go.
#6 Send lists of contacts to the third party system
Another cool way of using Salesforce campaigns is the ability to submit campaign member lists of contact to third-party systems. I believe this one needs a bit of explanation.
Due to the fact, that the Campaigns object is a standard object in salesforce, it is used in lots of different integrations, and sometimes, when you need to send specific campaign member lists, campaigns object could be a great tool to do that.
Since many integrations, like Mailchimp, will use campaigns object, you can play around with it and use it your own way.
What will you need
You will need to have some basic understanding of Salesforce integration capabilities, and you should also be familiar with the third-party system that you want to integrate with.
Once you have that knowledge, it’s easy to create a simple script that will submit your list of contacts to the desired system.
#7 Sending emails
I’ve decided to put this on the list because I have noticed, not many companies are actually using this. Don’t know why. Whether you want to send ongoing nurture emails or follow-up emails, you can do that within the Salesforce campaign object.
Salesforce got’ built-in functionality to send up to 5,000 emails per day straight from the campaign object. And you know what is beautiful about this functionality? There is a campaign member responded field which will be updated automatically once the campaign member has responded. It reduces the аamount of manual data entry from marketing teams drastically.
Oh, by the way – if there’s a nice article on email campaigns during the summer, which might push your email marketing even further. Make sure to check it out.
What will you need
All you need is a Salesforce campaign, some email addresses and a Salesforce user with the necessary permissions. That’s it! Just make sure your Salesforce administrator has a marketing user checkbox ticket on your user profile and you have access to the campaigns tab.
Once you have all of that setup, you can start sending out emails to your customers in no time at all.
#8 Send combined communications to customer
Different customers require different communication channels. Some prefer email, but others might prefer SMS or WhatsApp. Salesforce campaigns make it easy to send out communications to your customer base using the channels that they prefer.
It will require some setup and knowledge of Salesforce to use campaigns in this way, but it is well worth it for the benefits that it provides. Once you have familiarized yourself with Salesforce campaigns, you will be able to use them in a number of creative ways to benefit your business.
What will you need
You’ll need a Salesforce campaign, and you’ll also need to create custom channels in Salesforce. These custom channels can be used to send SMS messages, WhatsApp messages, or any other type of communication that you want.
You’ll need to find SMS and WhatsApp for Business providers which support sending via Salesforce campaign object.
Once you have everything set up, you’ll be able to send out combined communications to your customers using the channels that they prefer. But sometimes you will have to create multiple connected campaigns, one for each channel and transfer Campaign Member records between those connected campaigns.
If you’re looking for more ideas on how to use Salesforce campaigns, I suggest checking out the Salesforce Trailhead module on Campaigns. It’s a great way to learn about all of the different things that you can do with Salesforce campaigns.
Bottom line
Salesforce campaigns can be used for a variety of purposes, from tracking the effectiveness of training sessions to monitoring interactions with leads and opportunities and marketing communication. They can also help businesses trial new products or services in the market before making a larger investment. Salesforce campaign analytics makes it easy to track the success (or failure) of each trial.
Salesforce Sales campaign module can be used for more than just one thing. Salesforce Campaigns are not just a tool for marketing campaigns, but also a powerful data gathering and analytics engine and help utilize Salesforce reports better.
If you need help with your Salesforce campaigns, we can help you with our implementation services, or if you want us to take care of your day-to-day salesforce affairs, make sure to check out our managed services offering.
Have a great day!