Learn All About Salesforce Campaigns

What are Salesforce Campaigns

A Salesforce Campaign is a group of Leads and Contacts exposed to specific marketing communication(s).

It stores essential performance metrics and provides salespeople with a list of customers and prospects that received marketing activity. Salesforce Campaigns are a standard Salesforce object, that is included for every Salesforce customer.

How to Create a Campaign

From the Campaigns tab, click New.
Enter a name for the campaign.
Select a campaign type, such as advertisement, email, webinar, conference, and so forth.
Select a status for the campaign.
For now, enter an estimate for Budgeted Cost and Expected Revenue.
Enter a description.
Click Save.

Campaign Hierarchies

To organize campaigns and link them together, you can associate them with parent and child relationships in a campaign hierarchy. When you run reports, metrics from the child campaigns roll up to the parent.

Create or open the campaign record of a campaign that you want to use as a child. In the Parent Campaign field, select the campaign to use as the parent.

Don't forget to check out: Create Targeted Campaigns w/ Marketing Cloud Advertising | Salesforce Demo

How to Work Campaign Members

A Campaign Member describes the relationship between an individual Lead or Contact and a specific Salesforce Campaign, and it tracks the change in this relationship over time.

Two statuses are automatically set up for every campaign: Sent and Responded.

For each individual campaign, you can add your own statuses and apply them as needed to each campaign member.

Also for each campaign, you set a default status

You can add campaign members from the Campaign Members related list on the campaign

There are a few other ways to do this:

Add individual campaign members from contact or lead record detail pages.
Add contacts or leads using the Manage Campaign Members option in the dropdown on the Campaign Members related list.
Add up to 200 contacts or leads from a list view. This is helpful if you want to add dozens of contacts or leads with some simple segmentation.
Add up to 50,000 members from lead or contact report results. This is a great option for segmenting a list by multiple criteria or adding a large number of campaign members to a campaign.
Adding them through the Data Loader

You can mass update the status of the campaign members from the campaign members related list on the campaign

Track Campaign Field History

You can track the changes made to selected fields on the campaign. Each time a user modifies a tracked field, the date, time, user, and changes appear in the related list.

From the object management settings for campaigns, go to Fields & Relationships.
Click Set Tracking History.
Select Enable Campaign Field History.
Select the fields that you want to monitor, and save your work.
Go to Page Layouts for the campaign object, and add the Campaign Field History related list.

Linking Opportunities to Campaigns

Opportunities can link to Salesforce Campaigns in two ways:

When converting a Lead, and.
When populating the Primary Campaign field as a new opportunity is created.

By default when converting a lead you create an Account, Contact and optionally an Opportunity. When the Opportunity is created the Primary Campaign Source filed will be populated with the last campaign that the Lead or Contact interacted with.

Enhance Salesforce Campaigns

By default, Salesforce Campaigns can’t deliver marketing activities. That’s why many companies use apps such as Pardot, Marketo, or Hubspot.

You can auto-update the Campaign Member Status when people respond to marketing activities delivered by Pardot, Marketo, or Hubspot.

For example, when someone clicks on a link in an email, you can update the Campaign Member Status to Clicked.

Adding Campaign Influence can help you measure the return on investment (ROI) of a campaign.

Check out an amazing Salesforce Infographics here: How to Create Campaign in Salesforce for Sales Departments: 5 Best Practices

Reporting on Campaigns

Salesforce provides us with a number of reports out of the box that we can use for campaigns:

Campaigns
Campaigns with Campaign Members
Campaigns with Leads
Campaigns with Leads and Converted Lead Information
Campaigns with Contacts
Opportunities with Campaign History
Campaigns with Influenced Opportunities (Customizable Campaign Influence)

When the standard report types do not cover all your Campaign reporting needs, you can create Custom Report Types. A good example would be if you want to report on campaigns with a custom object that one of our customers uses heavily in his org.

Campaign Record Types

As you get more granular and create a lot more campaigns you can consider using record types.

Record Types are a way of grouping many records for one type for that object because these records have a lot in common. Record Types allow you to have a different page layout, with different fields, required or not, and with different picklist values.