4 Ways to Manage Marketing Campaigns in Salesforce

Here are four key ways to manage marketing campaigns effectively through Salesforce:

Campaign Planning

• Use Salesforce's Campaign Builder to plan and organize marketing campaigns. You can define campaign objectives, target audience segments, messaging, and channels.
• Create campaign hierarchies to manage complex marketing initiatives with multiple components or stages.
• Salesforce allows you to set campaign budgets, track expenses, and forecast expected returns based on historical data and campaign performance metrics.

Campaign Execution

• Utilize Salesforce Marketing Cloud or Pardot for automated campaign execution. You can schedule and send personalized emails, SMS messages, and social media posts based on customer behavior, preferences, and journey stages.
• Capture leads generated from campaigns directly into Salesforce CRM. Assign leads to sales representatives for follow-up, track lead conversion rates, and measure campaign-generated pipeline and revenue.
• Integrate Salesforce with various marketing channels and platforms (e.g., Google Ads, Facebook Ads) to execute coordinated multi-channel campaigns. Monitor campaign performance across different channels within Salesforce.

Tracking and Measurement of Campaigns

• Use Salesforce Reports and Dashboards to track key performance indicators (KPIs) such as campaign reach, engagement rates, conversion rates, and return on investment (ROI).
• Implement attribution models within Salesforce to analyze which marketing touchpoints and campaigns contribute most effectively to lead generation and conversion.
• Monitor campaign performance in real-time to identify trends, optimize ongoing campaigns, and make data-driven decisions for future marketing initiatives.

Feedback and Optimization

• Integrate feedback mechanisms (such as surveys or social listening) within Salesforce to gather insights from campaign recipients and stakeholders.
• Use Salesforce to conduct A/B testing on different campaign elements to optimize performance.
• Analyze campaign performance data to identify strengths and weaknesses. Use these insights to refine targeting strategies, messaging, and channel selection for future campaigns.

Orchid Connect is a woman-owned Salesforce implementation firm with 30 years of experience serving associations, non-profits and small/medium businesses. We specialize in strategic and implementation services, go-to-market support, and ongoing support. To learn more, reach us at reachout@orchidconnect.com.