Salesforce.com For Dummies®

Chapter 13. Driving Demand with Campaigns

In This Chapter

• Creating campaigns

• Creating a target list

• Executing a campaign

• Assessing campaign effectiveness

Companies want to increase revenue by spending marketing dollars intelligently. However, because of the disconnect between sales and marketing teams, managers have a harder time executing campaigns, let alone tracking and measuring the results of their marketing programs. If this sounds familiar to you, campaigns in Salesforce can help you manage and track your marketing programs more effectively, resulting in lower acquisition costs, better leads, and potentially greater sales.

A campaign is any marketing project that you want to plan, manage, and track in Salesforce. Depending on your current or planned strategies, types of campaigns include tradeshows, direct marketing (including e‐mail), seminars, Web events, and print advertising, although this is by no means a complete list.

In this chapter, you find out how to create and manage campaigns, segment target lists, execute campaigns, track responses, and analyze campaign effectiveness.

To administer campaigns, you must be a system administrator or a user with permission to manage campaigns (that is, a marketing manager type). See Chapter 19 for details on configuring your user information and profile to manage campaigns.

Understanding Campaigns

Available for Professional, Enterprise, and Unlimited Edition users, the Campaign module in Salesforce is a set of tools that enable you to manage, ...