We’ve mainly focused on using the sales features in SalesLogix and would like to expand our Marketing Department’s use of the database. Can you tell me a little bit more about campaigns?
SalesLogix marketing features include tools to design and perform outbound campaigns. Campaign tools allow you to target an audience of leads or contacts, manage stages and tasks, track responses, and analyze the budget and campaign success. Campaigns are a great way to increase your selling power!
Let’s look at how SalesLogix supports the following typical campaign process:
1. Decide what kind of marketing campaign you are going to conduct.
For direct mail, telemarketing, magazine or newspaper advertising, you’ll generally set up those campaigns in SalesLogix in the same manner. For an e-mail blast, however, you need to plan whether or not you want to integrate an e-mail marketing tool with SalesLogix.* Setting up integration with any number of third-party providers—SwiftPage, Empulse, and more—is easy, and it allows you to select your target list using SalesLogix and synchronize that data with a tool specifically designed to help you create richly formatted e-mail messages. After you schedule and send the message, tracking data is sent back to SalesLogix so you can view click-and-open data as well as measure campaign effectiveness in the Budget/Reports tab.
*E-mail marketing integration is available with the SalesLogix LAN product only.
2. Enter the details of the campaign.
Entering campaign details into SalesLogix is easy. Define your message, call to action, lead sources, products featured, start and end dates, and the campaign manager. Also list a campaign status so other SalesLogix users know if you are in still the setup process or if you are ready to launch.
3. Assign campaign stages and tasks.
There are often several people required to make a campaign run smoothly—for example, you might require artwork from your Graphic/Design department and product specifications from Product Development. To manage all of these tasks, SalesLogix allows you to organize campaigns with stages and tasks. After assigning different users tasks, you can export the entire list to Excel or you can manage open tasks in the Campaign List view. You can also enter anticipated cost or hours for each task so that after completion, you can measure the variance in your Budget/Reports tab.
4. Filter a list of campaign targets.
Hey, you already have massive amounts of contact and lead data in SalesLogix; it only makes sense to use SalesLogix to filter targeted campaign lists! SalesLogix allows you to pick campaign targets using a variety of criteria—ranging from company, products owned, city, and so on.
5. Launch the campaign.
When you are physically ready to launch the campaign, make sure to record the launch in SalesLogix. Launching the campaign allows SalesLogix to begin tracking information used in reports, budgets, and so on.
When a campaign is launched, campaign targets are assigned to the first stage of a campaign and their status is changed to “Launched.”
6. Track incoming responses and create related opportunities.
Next to a dog perhaps, a response is a campaign manager’s best friend. SalesLogix makes it easy to track responses as they come in via phone, e-mail, in person, tradeshow, and so on. When you mark one of your targets as having responded, it updates the Budget/Reports tab to help measure campaign success. An even bigger victory to track is whether or not a response generated an opportunity or a sale. SalesLogix allows you to easily associate a new opportunity with a response, which also affects your Budget/Reports success.
If you use e-mail marketing, automated response data generated from your marketing service provider is also updated in SalesLogix. You can even view which users opened the message, which users clicked on any links, and which users unsubscribed as a result of the message.
7. Analyze the campaign budget results to measure its effectiveness.
Having a way to measure campaign effectiveness is critical. SalesLogix provides a Budget/Reports tab that tracks Potential, Expected, Actual, and Variance for responses and opportunities. You can also generate more detailed reports using the SalesLogix Reports feature.
