How to Create Campaigns in Salesforce

By Liz Kao, Jon Paz

Available for users of Professional, Enterprise, or Unlimited Edition, the Campaign module in Salesforce is a set of tools that you use to manage, track, and measure your marketing programs. Its foundation is the campaign record, which can be manually or automatically linked to lead, contact, and/or opportunity records to provide real metrics on campaign effectiveness.

A campaign record comes standard with a set of fields that help you manage and track your campaigns. Here are the fields used most often to measure campaign effectiveness:

  • Campaign Name: This is the name of your marketing project. Choose a name that’s readily obvious to sales reps and other users whose leads or contacts might be included in the campaign. For example, if you send monthly email newsletters, you might distinguish each campaign by month, as in “Administrators Newsletter — May 14” and “Support Agent Newsletter — June 15.”
  • Type: This drop-down list includes the types of campaigns that you run within your marketing mix (Direct Mail, Email, and so on).
  • Status: This drop-down list defines the statuses of a campaign. Salesforce provides a simple default drop-down list of statuses to measure a campaign’s progress, from the initial planning stages to completion. By using this field, you and others can make sure that the campaign is on track.
  • Start Date: This date field tracks when a campaign begins.
  • End Date: This date field tracks when a campaign ends.
  • Expected Revenue: This currency field estimates how much revenue the campaign will generate.
  • Budgeted Cost: This is the amount that you have budgeted for the marketing project.
  • Actual Cost: This is the amount that the project actually cost.
  • Expected Response: This percentage field is your best guess of the response rate of a campaign. For example, if your email campaigns typically receive a 2 percent response rate, you might use this value to benchmark the effectiveness of the campaign you’ll be tracking in Salesforce.
  • Num Sent: This is the amount of people targeted in the campaign. For example, if you executed an email campaign to 10,000 email addresses, that would be your Num Sent.
  • Active: This check box marks whether a campaign is active. If you don’t select it, the particular campaign doesn’t appear in reports or on related lists and other campaign drop-down lists on lead, contact, and opportunity records.
  • Description: This field allows you to describe the campaign so that other users who want more detailed information on the campaign can get a solid snapshot.

Depending on your marketing processes, terminology, and goals, you or your system administrator should modify the drop-down list values and change the fields on the record.

If you’re a marketing manager, you can plan and manage the majority of your campaign preparation inside Salesforce. You can

  • Lay out your entire marketing plan of projects.
  • Build the basic framework and business case for a project.
  • Define statuses and success metrics for campaign responses. Success metrics measure how you determine whether the campaign was worth your company’s time, money, and effort.
  • Develop a detailed project plan so that important tasks get accomplished.

Depending on the volume and variety of campaigns your company runs, and how complex your lead qualification strategies are, you may be using a separate cloud-based marketing automation product. Many of them provide integrations with Salesforce through AppExchange packages. It’s key to understand Salesforce terminology for concepts associated with the Campaign object, because there may be slight differences in semantics with what another vendor may use.

Creating a new campaign

To create a campaign, log in to Salesforce and follow these steps:

Select the Campaign option from the Create New drop-down list on the taskbar. A New Campaign page appears.

  1. Fill in the fields as much as possible or as required. If you manage marketing programs for your company, you should see few surprises in the campaign fields.
  2. When you’re done, click Save. Optionally, you can click Save & New if you have more than one campaign to create and want to immediately start on the next one.
  3. After you save your final campaign, the campaign page reappears with the information you entered, as well as additional system-generated fields that automatically update as your company makes progress on a campaign.
campaign record
Fill in the campaign record.

You can associate campaigns to a parent campaign and see the aggregate performance statistics in one place.

Modifying the member status

A campaign member is a lead or a contact who’s part of a specific campaign. Depending on the type of campaign you’re running, you can modify the campaign to have a unique set of member statuses. For example, the member statuses that you track for an email campaign are typically different from those of a trade show that you’re sponsoring.

To customize member statuses for a specific campaign, follow these steps:

  1. Go to the campaign record and click the Advanced Setup button. The Campaign Member Status page for your campaign appears. When you first begin to create campaigns, Salesforce creates a default set of member status values of Sent and Responded.
  2. In the Member Status Values related list, click the Edit button. The Campaign Member Status page appears in Edit mode.
  3. Modify statuses by entering a new value in the Member Status column. For example, if you’re sponsoring a booth at a conference, the preregistrants list is part of the package, and if you want to invite attendees to visit your booth, you might add member statuses of Registered, Invited, Attended, Visited Booth, and Met at Show.
  4. Select the check box in the Responded column to classify a status as responded. This field tracks the Expected Response Rate field against the actual response rate.
  5. Use the Default column to select a default value.
  6. Click Save. The Campaign Member Status page reappears with your changes.
Campaign Member Status
Editing the Campaign Member Status.