Salesforce.com - Working with Campaigns

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1 - How To. Series Salesforce.com - Working with Campaigns Introduction Campaigns are used to group together advisors or contacts for tracking responses to a specific business objective. For example, you can use a campaign to select advisors for an event, a newsletter or other publication or article, or track their sales after a specific educational event. Salesforce users will use Campaigns as a method of sending out mass with Genius. For these users, refer only to the 2: Create and Execute the Campaign and 3:Add Campaign Members steps your campaigns are transient and will only be required for that mailing. Once the is sent, your campaign can be removed. Campaigns are accessed from the CAMPAIGNS tab and all users can see all campaigns. While Campaigns are created, managed and cloned from this tab, they are also accessible from the Lead, Contact and Advisor Objects. If you do not see Campaigns in Salesforce, you may not be setup as a Marketing User. Contact your Subject Matter Expert to submit a request for you to get access to campaigns. Campaigns are not available in Salesforce Mobile. Parent Campaigns Parent Campaigns are holding campaigns that group all the campaigns for the business. Parent Campaigns help organize campaigns and facilitate reporting. All user-created campaigns must be created under one of these parent campaigns. There are five steps to a successful campaign: 1. Plan the Campaign 2. Create & execute the Campaign 3. Add Campaign Members 4. Track Responses 5. Measure Campaign Data The most important step is #1! Before using campaigns, each Salesforce user should check with their Subject Matter Expert to determine where their campaigns should reside, and if any naming conventions are in place. Users are responsible for their campaigns - Only campaigns created at the parent level will be maintained by. Any campaigns not created properly will be removed by as part of regular Salesforce maintenance. To place your campaign under a Parent Campaign, select the appropriate campaign where requested: Campaign Views Campaign views have been created for each business/channel. Contact dist_sys_service_desk@manulife.com if you would like to have a view created for your team s campaigns. 1 of 10

2 1: Plan the Campaign When planning the campaign, you should ask: 1) What is the purpose of this campaign? 2) Do I need to group the objects by matching a specific criteria? Or will I be selecting based on their name only? 3) In Salesforce terms, what are the criteria that will I use to gather the campaign members? Hint: Use the object to help develop your criteria. For example, if you wish to select all Elite Advisors, refer to the ADVISOR object for a specific advisor to find out how to select Elite status. 4) Do I need to review the list of group members and/or remove or add additional members? For example, I may select all Elite advisors, but then add a couple more advisors (not Elite) who have expressed an interest. 5) Do I need to track responses in the campaign? If so, what are the milestones I want to track. For example, if you use a Campaign to track work with your advisors on a specific initiative, you may want to track the stages of your project. 2: Create and Execute the Campaign Scenario: You wish to set up a Campaign for an Communication 1) Click on CAMPAIGNS tab. If you do not have the Campaigns tab visible, click on ALL TABS icon, then click on Campaigns. 2) Click on NEW. 3) Type the following: Campaign Name Type Parent Campaign Description Status Active Type the Campaign name (following the naming conventions established by your Channel/Business Unit) Use the arrow to select Type the Parent Campaign name or use the Lookup icon to search for the Campaign. Type some text to describe the purpose of this campaign. Change the status to In Progress. Check the Active Field. For descriptions of the Campaign fields, refer to Appendix A. 4) Click SAVE. Your campaign is now ready to add members. Proceed to the Add Campaign Members section to add your advisors, Marketing Assistants, and/or Field Team members. 2 of 10

3 Scenario: You wish to Track Milestones For a Specific Objective In my example, I am creating a Campaign to track my success with a group of advisors I wish to introduce to RepSource s Campaign Manager. 1) Click on CAMPAIGNS tab. If you do not have the Campaigns tab visible, click on ALL TABS icon, then click on Campaigns. 2) Click on NEW. 3) Type the following: Campaign Name Type Parent Campaign Description Status Active 4) Click SAVE. Your campaign has been created. Type the Campaign name (following the naming conventions established by your Channel/Business Unit) Use the arrow to select the type of Campaign. Type the Parent Campaign name or use the Lookup icon to search for the Campaign. Type some text to describe the purpose of this campaign. If you are ready to work on this campaign now, change the status to In Progress. You can leave the Campaign set to PLANNED until you are ready to launch it. If you are ready to launch your Campaign, check the Active Field. Campaign Status Before adding campaign members, decide if you will be creating Campaign Status entries for this campaign. In my example, I ll use the following status entries to identify the milestones in my Campaign: Contact Required Not Interested In Progress Analyze Results Active Indicates that I have not yet booked or had a meeting with this advisor to discuss the merits of Repsource s Campaign Manager. Indicates that this advisor is not interested in using Campaign Manager. This advisor is using one of the Campaigns available. The campaign is finished and the resulting statistics need to be analyzed with the Advisor to determine success of the campaign. This advisor has successfully completed an campaign and has sufficient knowledge to use the tool on his/her own. 3 of 10

4 The Campaign Member Status fields are free-form, you can enter whatever milestones you wish to track in your campaign. Once you have created the status entries, you will change the status for each advisor as they move through this campaign. Change the Default Responses: 5) To change the default responses, click on ADVANCED SETUP button. a. Click EDIT to modify the standard responses of Sent & Responded. b. Add your own responses and determine which will be the default response when you select a contact, lead or advisor and which responses will count as in the Campaign Statistics. c. Use the ADD MORE Button to add additional responses besides the two values shown. d. Click SAVE to save the responses. Now, you are ready to add members. Proceed to the Add Campaign Members section to add your advisors, Marketing Assistants, and/or Field Team members. If you did not set your campaign to active, remember to change the Status and Active setting (steps 3 & 4). 3: Add Campaign Members There are three ways that you can add a contact, lead or advisor object to a Campaign: Report o Reports allow for numerous records to be added to a campaign. o Only Leads and Contact Objects can be added to a Campaign via a report. View o Available for Leads, Contacts or Advisor Objects. o Allows users to use Recognition data and Relationship Fields to select Advisors. o Only 200 line items can be displayed at one time, therefore advisors must be added 200 at a time. o Advisor Views are only available for channel-specific users. Individual Contact, Lead or Advisor Object o Each contact, lead or advisor is added one-at-a-time. o Useful for one-off s. Any method can be used and more than one method can be used for the same campaign. For example, you may initially build your Campaign with a View, and add other contacts with a different View or individually by their object record. 4 of 10

5 Add Campaign Members with a Report Only Contacts and Lead objects can be used to generate reports with names to be added as Campaign Members. Use the Campaigns (Manulife) folder to find examples of contact or lead reports that can be used for data entry to a Campaign. Alternatively, create your own report for contacts or lead objects to add to a campaign. To add these contacts or leads to a Campaign: 1) Click on the report to generate the list of Contacts/Leads. 2) When the report data is displayed, click on ADD TO CAMPAIGN button. 3) Select the Campaign using the Lookup icon. 4) If necessary, modify the Member Status. Note that for campaigns to be delivered through the Genius Tool, you must leave the Member Status to Sent. 5) Click on ADD TO CAMPAIGN. 6) A message will display when the records have been added to the Campaign. Add Campaign Members with a View Advisor, Contacts and Lead objects can be added to a Campaign from a View. A view is a list of Advisors, Contacts or Leads. Views are available on the main page for the object. To add these records to a Campaign: 1) Click on ADVISOR, LEAD or CONTACT Tab. Select the View from the list. 2) Place a beside the records to be include. To select all records from the list (maximum 200), check the box beside the first column heading. 3) Click the ADD TO CAMPAIGN button. 4) Select your campaign from the Campaign list using the lookup icon. 5) If necessary, modify the Member Status. Note that for campaigns to be delivered through the Genius Tool, you must leave the Member Status to Sent. 6) Click on ADD TO CAMPAIGN. 7) A message will display when the records have been added to the Campaign. Click DONE. 8) If necessary, repeat for each View page. If you get the error message shown below, you are a channel-neutral user and as such, do not have the logic required to select the underlying Contact for this Advisor. You will need to select your Campaign members from the Contacts View. Add Campaign Members Individually For any Advisor, Lead or Contact object, you can add that record to your campaign. Do this by: 1) Find the Advisor, Lead or Contact record you wish to add to your Campaign 2) Using the Quicklinks, hover over ADVISOR CAMPAIGN, or CAMPAIGN HISTORY link. 5 of 10

6 3) Click on the ADD TO CAMPAIGN button in this section. 4) Specify the Campaign and Member Status. For: Advisor Object Contact Object The Advisor & Advisor Contact record must be entered. There is underlying logic to select the appropriate contact record based on your user profile*. Click on ADD TO CAMPAIGN. The Campaign name is selected, along with the Member Status. Click on SAVE. Lead Object The Campaign name is selected, along with the Member Status. Click on SAVE. *For example, an IAC user who selects an Advisor in the IAC Channel will automatically select the first active IAC Contact into the Campaign. 5) Repeat for each Campaign member to include in this Campaign. Remove a Campaign Member To remove any Campaign Member, do this: A) From the Advisor, Contact or Lead Object: 1) Find the Advisor, Lead or Contact record to be removed. 2) Hover over ADVISOR CAMPAIGN, or CAMPAIGN HISTORY link. 3) Click on the DEL link beside the Campaign name. 4) Confirm the Deletion. B) From the Campaign: 1) Click on CAMPAIGNS tab. 2) Navigate and open the Campaign. 3) Scroll to the Campaign Members section. 4) Find the Contact to remove, click on the REMOVE link. 5) Confirm the Deletion. 6 of 10

7 4: Track Responses For Campaigns with Milestones, track the responses by changing the Member Status as the member moves through the Campaign process. Modify the Member Status from the Advisor, Contact or Lead object or directly through the Campaign. Advisor, Contact, Lead Object 1) Find the Advisor, Lead or Contact record to be modified. 2) Hover over ADVISOR CAMPAIGN, or CAMPAIGN HISTORY link. 3) Click on the EDIT link beside the Campaign name. 4) Modify the Campaign Status and click on SAVE. Campaign: 1) Click on CAMPAIGNS tab. 2) Navigate and open the Campaign. 3) Scroll to the Campaign Members section. 4) Find the Contact to modify, click on the EDIT link. 5) Modify the Campaign Status and click on SAVE. 5: Measure Campaigns Campaigns are measured through the Campaign Reports, specifically those reports that are located on the Campaign Object page. These reports use the fields within a campaign to total the Number of Responses, and other statistics. By default, they will print information for My Campaigns that is campaigns that you have created. Campaign ROI Analysis Report calculates the return on investment (ROI) and average costs for your campaigns. ROI is calculated as the net gain (Total Value Won Opps - Actual Cost) divided by the Actual Cost. The ROI result is expressed as a percentage. Campaign Member Analysis Report Displays information about who has responded to campaigns. Use this report to view how successful your campaign is. Campaign Revenue Report can be used to analyze which opportunities have resulted from your campaigns. In addition, you may find some Campaign level reports available in your regular Salesforce Report folder. Contact your Subject Matter Expert to see if there are any Campaign reports developed for you. For support for Manulife hardware/ software, please contact the Service Desk by at DIST_SYS_SERVICE_DESK@manulife.com or contact DTSC (Distribution Technology Service Desk) at during regular business hours. 7 of 10

8 Appendix A: Campaign Object 1 Campaign Detail Campaign Name (including the hierarchy), Type (Advertisement, , Continuing Education, Seminar/Conference, Call Campaign, Referral Program, Other), Parent Campaign, Actual Revenue, Description, Campaign Owner, Status (In Progress, Completed, Aborted, Planned), Active Status 2 Planning Start & End Date of the Campaign, Number Sent, Expected Response %, Expected Revenue, Budgeted Cost, Actual Cost. 3 Campaign Statistics Maintained by Salesforce.com, this section displays the number of: Total Leads, Converted Leads, Total Responses, Total Contacts. 4 Custom Links Custom Links section contains Custom Reports for this particular Campaign. 5 Campaign Members For this campaign, use this section to Add Members to an existing campaign. 6 Campaign Hierarchy The Campaign hierarchy shows the hierarchy of the current campaign. You can have up to 5 levels in a campaign hierarchy. 7 Open Activities This section shows open activities that have been linked to this campaign. 8 Advisor Campaigns This section shows advisors who have been made part of this campaign. 9 Activity History This section shows completed activities linked to this campaign. 10 Genius Events This section shows any Genius activity. 11 Attachments This section identifies any attachments that have been linked to this campaign. Use EDIT to make changes to the values in their fields. Don t forget to SAVE your changes! 8 of 10

9 Appendix B: Other Campaign Features Create a View with Campaign Members 1. Create a View from the Contact or Leads tab. 2. With Campaigns active, you can now use a filter with your Campaign name. 3. SAVE the View. Clone a Campaign Clone the Campaign to make another copy of the campaign structure. This technique does not copy the Campaign members. For example, you have created a campaign and customized the Campaign Status and now wish to create a campaign for each region, or territory. 1. Open the campaign to be cloned. 2. Click on button. 3. Modify the Campaign Name as appropriate and change the Parent Campaign to the first campaign that was created. 4. Click SAVE. 5. Repeat as required for each territory/region. When you have completed this task, you will have campaigns with the same detail data including the Advanced Setup options. Note that Changes made to the original Campaign detail do not carry forward to cloned Campaigns. Send a Genius The Genius mass- tool only works with Campaigns and you must be setup as a Genius user before proceeding. 1. Create your Campaign in Salesforce & add the appropriate members to your Campaign. Only Campaign members with a status of SENT will be added to the list. 2. From your Campaign, click on. Click on SENT option and click OK. You will now be directed to the Genius Tool. 3. Create a new Genius List using the same name as your Campaign. Click OK. Click on SEND TO GENIUS LIST button. 4. Select the template from the TEMPLATE tab. Confirm the template selection. 5. Modify the Activity Name as appropriate and add the Subject Line. Make any other changes to the body of the as required. Click on SEND PREVIEW button. 5. Validate the Deliverability Check value and click on SEND YOURSELF A TEST E- 9 of 10

10 6. MAIL button. Click on CONTINUE. Click SAVE & CONTINUE button at the Edit Instant Promo screen. Click on SAVE & CONTINUE button to progress to the next step. 7. At the Recipients screen, specify the FROM: user (usually you, but can be another contact); To: should be set to From user. Confirm that the correct Genius List is displayed. Click on SAVE and CONTINUE button. 7. Confirm the information displayed - this is the last chance to review the users and the content. Click on the SEND NOW button. Confirm send. 8. To remove the Genius List, select Leads/Contacts>Genius List. Find your list and click on the DELETE icon beside the column. Confirm the deletion. For complete information, refer to the document Working with of 10