Campaign management - Salesforce Tutorial

- [Instructor] We're getting into campaign management now. And from the study guide for the admin certification, all it tells you is to be able to describe the capabilities of campaign management. So we're going to do just that. And when they refer to campaign management, in general that has to do with campaigns and campaign hierarchy. I know that you'll have things on your exam related to campaigns and also campaign hierarchy. And so a lot of times admins with a lot of experience have never potentially dealt with campaigns and especially campaign hierarchy as well, so I want to show you this functionality as well and explain how this works. So first of all, we're starting out on the campaigns tab in the campaigns home page. And so you see the list view that is selected by default is All Active Campaigns and then there's a list for Recent Campaigns. And this is a really old example of a campaign that Salesforce must have created back during the Bush administration at the turn of the century. And then there's also reports related to Campaign ROI Analysis, Campaign Member Analysis and Campaign Revenue Report. And so ROI has to do with the return on investment and the way that campaigns are used and these reports are used, is to be able to tell marketers that are using the Salesforce platform which of their marketing activities have the greatest return on investment. So for instance, if they're spending $1,000 on a campaign, like an advertising campaign, if they're realizing revenue return of $5,000, then they know that has a very good return on investment. Whereas, if they're sinking $1,000 into a campaign and they've made nothing off if it, that'll help them more wisely spend their advertising budget for instance or their marketing budget. And so we're going to create a new campaign to begin with, in order to start to understand what campaigns are and how they're structured and how even that they relate to one another in a campaign hierarchy, and so I'm going to say for this scenario we're going to do a couple of campaigns in Salesforce. We're going to do a trade show campaign, and this is going to be, in essence, our parent campaign and then we're going to have a child campaign underneath it. So we could start to flesh out a campaign hierarchy. So this is going to be our Tradeshow parent campaign. It's going to be active with the type of trade show since it's there. The status we're going to say that it's planned. It's a planned start date of March 11th, and we're going to do an end date of April 11th. So it's going to be a one-month campaign. The expected revenue, this is what we're guessing we're going to realize as far as revenue that comes back to the company from the campaign dollars that we're spending. So we're going to say that we're going to expect a revenue of $1 million, and so we're going to have a budgeted cost of $100,000 for this campaign. And so then this is in the planning stages. It's not completed. So we don't know the actual cost that this ended up costing, but once the campaign is completed we can gather up all the costs associated with this campaign and record the actual cost of the campaign so that we can track how close we were to our budgeting and then get the true return on investment value based on our actual revenue realized versus the actual cost. The expected response rate or percentage, we're going to say, we're going to see an expected response of 3%. And then number sent could be like number of postcards or advertisements. This is where you could specify or look up a parent campaign. We're not going to do that yet, 'cause this is the parent campaign. And so I'm going to add a description that this is the parent campaign for all tradeshow campaigns. Let's save this. So now once you've saved your campaign, you've got your campaign detail page, which shows the details that we've just entered in, and then as well you can associate or track the total number of leads, converted leads, contacts, responses, opportunities, and then those opportunity values as well. So here's where you can start to measure the results from these various campaigns that you do. And then the campaign hierarchy right now has just the one, the Tradeshow, which is the parent, and then any open activities or other related lists for attachments or opportunities. So you can then begin to add more detail around this. And so if you wanted to add members to this campaign, these would be different people. You can add them to this particular campaign. So for instance, for a trade show campaign, if you go to a trade show and you're collecting business cards for people and you come away with 1,000 business cards after a couple of days of a trade show, for instance, manning a booth or something like that. A lot of these trade shows provide a service where they will scan those cards in for you or you may have to manually enter them in or that sort of thing. And so you can actually import a file through like a spreadsheet or a CSV file. You can add members, edit members, update members through search or importing, and so I'm going to do a search on a lead to add to this campaign, so click and go. These are all my leads in my instance right now. So I'm going to add a few now just randomly and add them with the status of responded. And so for instance if we had sent a postcard or an email inviting these people to the trade show and they've responded, we now have these 23 members of the campaign and these are all lead records that were in my Salesforce instance. And these are fake records that came with the free Salesforce account, so you'll probably see the same names here. So if I go back to my campaign Tradeshow, so scrolling down I see the campaign members for this campaign. So now I want to create another campaign. And this'll be the child campaign for the Tradeshow. So we'll say that this is a Healthcare Tradeshow. And it's also active with a type of trade show. It's in the planning stages as well, and it's going to start let's say on March 15th. And end on March 17th with an expected revenue of $10,000, budgeted cost of $5,000. And expected response rate of 5%, and we're going to save this. So now I want to associate this Healthcare Tradeshow with the parent campaign of the Tradeshow one. So I'm going to click edit. And for the parent campaign I'm just going to type in Tradeshow and do a search to find my parent campaign that I want, which is here. And click save. And so now I have made this Healthcare Tradeshow the child of the Tradeshow, which will be the parent campaign. And so if we look at the campaign hierarchy, I'm on the child record, so I just see in the hierarchy the Healthcare Tradeshow, which is the record that I'm on, but I can view the parent campaign and see the entire hierarchy. So now you see the parent of Tradeshow and below it is Healthcare Tradeshow. So you could have other campaigns that the Healthcare Tradeshow could be the parent of, and this could branch out much like the role hierarchy. And so it's important to understand then that any values in these individual campaigns of these children will roll up to their parent so it'll begin to have an impact on the number of leads, converted leads, contacts, and responses. And if you remember, we added the 23 lead records to this campaign, and we gave them a response of responded. And so we see that there's been 23 total responses. And so now I'm going to go back to the Healthcare Tradeshow campaign, and I'm going to create an opportunity associated with that campaign. So let's say that we've done the Tradeshow now, and out of that we have converted a lead to a contact record and an opportunity. And so we're beginning to work a deal here. So we're going to create a new opportunity for products, and this is an opportunity record type. And so it's important to understand how opportunities relate to campaigns as well, and so I'm going to call this the Healthcare Tradeshow opportunity with an expected close date of May 1st in the stage of Value Proposition. The Primary Campaign Source fills in already with Healthcare Tradeshow. That's a look up to the campaign. That associates the campaign with the opportunity, and that's how the values will roll up and associate with the proper campaign. And then I'm going to click save. So now I'm going to go ahead and add an amount to this opportunity and say this is a $10,000 opportunity. So we have our opportunity that's associated with this Healthcare Tradeshow. Going back to the Tradeshow now, we've got a total number of opportunities of one and total value of opportunities of $10,000. And so we can begin to see how these numbers update on the various campaigns.