Salesforce For Dummies, 8th Edition

Chapter 13

Creating Marketing Campaigns to Drive Demand

IN THIS CHAPTER

Creating Campaigns

Creating a target list

Executing a Campaign

Tracking responses

Companies want to increase revenue by spending marketing dollars intelligently to build awareness and inform an increasingly savvy business buyer. However, because many sales and marketing teams may still not have shared measurable business objectives (though this is changing for the better), marketing managers have more pressure than ever to execute effective Campaigns that drive qualified Leads to the sales department.

The dramatic increase in apps available to marketers to execute and track more online Campaigns means they have a lot more digital data to wade through to ascertain the effectiveness of those efforts. Now, more than ever, marketing departments have to prove that they’re contributing quality names to the sales funnel instead of being regarded just as the “arts and crafts” department. Marketing executives have to show that their marketing spending is resulting in additional revenue. If this sounds familiar to you, ...