One of the most frequent questions that we come across while consulting with different firms is how to effectively manage the marketing for Salesforce. We, therefore, decided to accumulate our most effective tactics to help address these concerns.
There are certain intricate details that you need to take care of in order to effectively manage a Salesforce campaign.
- Naming the Campaign
The primary step is, of course, the campaign name. Firstly, ensure that the campaign name is not messy- it needs to be precise. Refrain from adding your campaign name too many times. We have seen companies writing campaign names in the most complex and unappealing ways- full of hyphens and ending in dashes. They often include versions of each campaign, which just further adds to the mess!
A common error is that the person who is running the campaign often names it in terms of what they understand or what comes to them at the moment.
For instance, while running a test campaign you might decide to name it ‘test101’. The main issue here is that this campaign is then only decipherable by the person who named it- any other person trying to implement it will have no idea what the campaign is for.
Some people, on the other hand, end up taking a road that is all too clear. For example, if you are focusing on a newsletter in an email campaign, you may name it:
‘Email Marketing- News Letter- 06252020’
While this may seem like a clear, robust approach at this point; however, an email campaign has various aspects. Imagine if you have hundreds of categorical or similar campaigns in the next few months. In that case, by the time you reach you have 200 or 300 campaigns, you will be drowning in a mass of hyphenated campaign names, making it difficult for you to identify your campaigns effectively.
What we suggest is to make your campaign name as readable and precise as possible. If your campaign focuses on newsletter, we suggest you simply name it as ‘Newsletter’, and all the future newsletter related campaigns can be sent under this.
2. Customize Campaign Types
One important thing that you need to do is to create custom types of campaigns and be sure to select the appropriate one. In this case, you could create an ‘email marketing’ category and select that in the Type section. Never leave your campaign type ambiguous!
Click the ‘Save’ option.
3. Lead Details
Now, this is where the real magic begins.
You need to use the member record as UTM. Move on to ‘Add Leads’ and create and add a test lead.
Now you need to choose the ‘Member Status’, which for this example we will choose as ‘downloaded’ because the primary goal of this specific newsletter campaign is to download content into it so people can click and download the newsletter from the link which will be included in the email.
Do not forget to check whether or not the desired action has been taken!
You need to go over the details of the campaign members. For example, let’s say that Laura is a new member of this campaign. Click on ‘details’ and open the desired fields. What we recommend is, along with the fields labeled ‘UTM campaign’, ‘UTM medium’, and ‘UTM Source’ etc, you also need to analyze the First and Last Touch fields.
This will help you categorize the newsletter effectively. Let’s say that Laura is getting the newsletter in June. You now use the marketing naming conventions and in the UTM campaign field write it as
‘June_Newsletter_v1’ in case of other versions.
In the UTM medium add ‘Email’ and in the UTM source, you can add ‘Third_Party’ or any other relationship that exists, and click ‘save’.
4. UTM Details
Now, because we have linked these first and last UTM campaigns to the original one, if you send another campaign in July you will add another UTM.
So basically, in June, the original UTM for this particular lead was V1 of the June newsletter but in July we sent another newsletter and added another UTM.
In that case, Salesforce will capture the other UTM as well.
Managing a campaign from member records is more interesting and effective than managing it from individual leads.
This form of implementation is technical and does require some tools. But if you are interested to know more, we will be posting our next article on how you can implement these multi-step UTM variants and how you can utilize them to your utmost advantage.
If you have any questions in the meantime, feel free to contact us.