Why use Salesforce for marketing? Your business most likely uses a range of different marketing platforms, meaning it can be hard to keep track of all of them at once. Salesforce syncs your sales, marketing, and support teams and all your different marketing campaigns and channels into a unified platform.
What is Salesforce Marketing?
Salesforce Marketing Cloud is an all-in-one marketing platform that can help your business create marketing campaigns that will impact your sales numbers. It streamlines your business’ marketing efforts across all your platforms – mobile messaging, email campaigns, social media content, website landing pages, and social media ads.
Traditionally, these different marketing platforms use numerous add-ons and plug-ins to measure their performance. With Salesforce, you’re able to coordinate your teams by bringing together planning, publishing, and analysis into one place.
Not only can Salesforce help you better coordinate your marketing channels, it also uses data to enhance your marketing. Using information about customer history and behaviour, Salesforce can assist your business in choosing the right marketing message for the right customer, at the right time, and through the right channel. With an estimated 3 million subscribers, it’s become a popular choice for marketers across many industries.
How to make Salesforce work for your business
Using Salesforce doesn’t automatically lead to success – it must be used to its full potential. Here are more tips for getting the most out of Salesforce:
1. Create parent/child relationships
As you create your campaigns, you should set up child/parent campaign relationships as it will make it easier to report on multiple items at once. For example, your parent campaign might be called ‘Website Forms’ with all child campaigns underneath it being the different types of web submission forms you have for your website.
2. Standardise your naming conventions
Over time, you will end up with hundreds of Salesforce Campaigns, so to make it easier to find and organise them later, you should use standardised naming conventions. For example, you could label all your outbound email campaigns with the name of the campaign and the date, to distinguish it from later email campaigns when analysing data.
3. Lead scoring
Lead scoring involves determining how interested a lead is in your brand’s assets across your content, apps and website, by seeing how often they have interacted with that asset. Effective lead scoring will help your sales team focus on those leads with the greatest potential to convert. If you nurture these leads with content and score their engagement, there’s a higher chance they’ll become customers in the future.
4. Scoring campaign responses
Each of your marketing campaigns will have its own standard of success – e.g. your email campaign will be measured by open rates, click rates and bounce rates, but an online webinar would be measured by the number of people who registered, attended or didn’t attend.
To ensure you’re making the most of the scoring feature, it’s important to define your standards of success in a way that will allow you to score both individual campaigns and your overall campaign performance across all channels. This can help you discover insights to be used in future campaigns – e.g. a single webinar might have been successful, but overall, webinars are not successful.
Measuring the success of Salesforce Marketing campaigns
Measuring the success of your campaigns means you’re able to determine which channels are generating revenue and focus future efforts and money into campaigns that are more likely to be successful.
1. Leads generated by month
Keeping track of how many leads your marketing efforts have generated each month can help to keep the funnel full and the sales team busy.
2. Status of leads generated
The better quality the leads are, the greater the probability of opportunities. It also helps you ensure that leads sourced through marketing are nurtured appropriately.
3. Opportunities generated by month
This means working out how many of the leads your marketing generated have actually converted into opportunities.
4. Opportunities generated by campaign
By monitoring which marketing campaigns are generating the most opportunities and which are failing, you’re able to learn what your buyers respond to and put this knowledge towards developing the perfect campaign strategy in the future.
5. Revenue generated by campaign
Analysing how much revenue each of your marketing campaigns has generated against the cost standpoint can grant you insight into the amount of time, money, and resources that should be invested into campaigns in the future in order to generate the highest return on investment (ROI).
Your CFO is more likely to be willing to give your marketing team creative freedom over campaigns if you can show that you’re generating a greater ROI.
Set up Salesforce for your business
Salesforce Marketing Cloud is a great platform for streamlining your business’s integrated marketing efforts, helping you to better understand consumer insights, increase sales, and improve your marketing ROI. If you want to find out more about how your business can maximise its use of Salesforce Marketing, contact IVE today!