1. Become an Expert: Campaign Management and Website Integration Judy Loehr, salesforce.com Tricia Reilly, Five 9 Track: Marketing Executives

3. Judy Loehr Senior Director, Integrated Marketing Salesforce.com [email_address] Tricia Reilly Director, Marketing Communications [email_address] Five 9

7. Implementation Suggestions (Please share these with your administrator)

13. Campaign page layout Screenshot from Tricia

16. Best Practices for Marketing Users

18. Advanced Setup: Member Status Values

23. Telemarketing campaigns with sales

25. Capturing leads from your web site

27. How to set up web-to-lead forms

29. JUDY LOEHR SR. DIRECTOR, INTEGRATED MARKETING TRICIA REILLY DIRECTOR, MARKETING COMMUNICATIONS QUESTION & ANSWER SESSION salesforce.com Five 9’s

31. Appendix

33. Sample executive report mock up in Excel Think about the columns, filters, and level of granularity for each report Campaign Actual Cost Target Audience # Leads Cost per Lead $ New Business ROI Direct mail drop Jan 15 th $ 30,000 35,000 1,050 $ 28.57 $ 160,000 433% Direct mail drop Feb 10 th $ 40,000 45,000 900 $ 44.44 $ 140,000 250% Direct mail drop Mar 7 th $ 20,000 22,000 550 $ 36.36 $ 120,000 500% Direct Mail Total $ 90,000 102,000 2,500 $ 36.00 $ 420,000 367% Webinar Jan 6 th $ 20,000 1,000 1,050 $ 19.05 $ 240,000 1100% Webinar Feb 3 rd $ 18,000 1,100 1,000 $ 18.00 $ 300,000 1567% Webinar March 10 th $ 21,000 1,200 1,300 $ 16.15 $ 180,000 757% Webinar Total $ 59,000 3,300 3,350 $ 17.61 $ 720,000 1120% Email announcement Jan 24 $ 1,200 60,000 600 $ 2.00 $ 4,500 275% Email announcement Feb 27 $ 2,000 100,000 1,000 $ 2.00 $ 64,000 3100% Email announcement Mar 25 $ 1,800 90,000 900 $ 2.00 $ 37,500 1983% Email Total $ 5,000 250,000 2,500 $ 2.00 $ 106,000 2020% Conference March 15 th $ 30,000 500 450 $ 66.67 $ 140,000 367% Tradeshow March 5 th $ 15,000 500 600 $ 25.00 $ 100,000 567% Events Total $ 45,000 1,000 1,050 $ 42.86 $ 240,000 433% TOTAL $ 199,000 356,300 9,400 $ 21.17 $ 1,486,000 647%

35. Key campaign fields Campaign Fields Notes Campaign Name Define & enforce clear naming convention Parent Campaign Custom field: add picklist values as needed Lead Source Custom field: picklist values should match source field on leads Offer Capture what it was you offered for each campaign (an event invitation, white paper, webinar, special discount, etc.) Tactic Picklist to summarize if this campaign used an email, web promo, outbound call, other tactic Timeframe Custom picklist for the quarter or month of the campaign or program. Values could be: 2007-01, 2007-02, or FY07Q1, FY07Q2. Dashboard Label The campaign name often gets very long and does not display entirely on dashboards. Use a custom text field to enter a label for each campaign when you are including the campaign in a dashboard

36. Key lead fields Campaign Fields Notes Lead Source Make sure the values match between this field and the “Lead Source” field on the campaign. This should be a summary level set of picklist values like: “email, sales, webinar, web promos, telemarketing, etc.” Lead Assignment Trigger This should be a text field, that is read-only for users. This field is populated by a webform when you want an easy way to define special assignment rules for a specific group of responses Lead Auto-Response Trigger This should be a text field, that is read-only for users. Pass a hidden value to this field from web forms when you want to trigger a specific Auto-Response Rule to send a follow up email when someone Product Line If you have offers for multiple products then a simply product picklist on the lead will enable you to track the lead conversion rates for each product. Lead Capture Source Pass this as a hidden value from a webform to be able to tie back to the original asset or offer that captured the lead. This will allow you to track conversion rates by offer/capture tactic in the “Lead with Converted Lead Information” report.

38. Recommended Member Status Values Campaign Type Member Status Values Attributes Event Invited Registered Registered – Attended Registered – No Show Default Responded Responded Responded Email Offer Sent Opened Responded Bounced – Hard Bounced – Soft Unsubscribed Default Responded Web Promotion Responded Default + Responded Direct Mail Sent Responded Returned – Bad Address Default Responded