Salesforce lead marketing optimization is pretty straightforward since all of the criteria, like Title, Industry, or City/State are all on one page. This allows for easy filtering when adding them to a Salesforce campaign. You can even filter on custom picklists or other fields. But what about marketing to existing Salesforce accounts and contacts? How do you market to them?
Your Salesforce account and contact database can be a wealth of potential for up-sells, new product purchases, or even re-engaging with lost accounts. To make the most of these, you need to have a clear idea on how you want to specify accounts in Salesforce so you can target your contacts properly.
Proper utilization of the Salesforce Account “Type” field is a must. This allows you to segregate your vendors, partners, resellers, and customers. Using the Opportunity “Contact Roles” related list is also a prerequisite as it allows your opportunities to be related to contacts and is also used in campaign influence reporting.
When focusing on Salesforce lead marketing optimization, it is important to ask yourself the following questions:
-How do you make a list of all Salesforce accounts with won opportunities but without open opportunities?
-How about accounts with lost opportunities but no won or open opportunities?
You need to upsell to these Salesforce accounts, but you do not want to annoy them if a sales rep already has an open opportunity in the works.
“Roll-Up Summary” is a custom field on the Salesforce account page to help with those How questions.
- Create a new Roll-Up Summary field on the account page called “Total Open Opportunities”. Summarize the Opportunity object, set it to count, and then add the filter criteria of “Closed = FALSE”.
- Create a “Total Won Opportunities” (Won = TRUE) field and a “Total Lost Opportunities” (Closed = TRUE AND Won = FALSE) field.
- Add a “Total Opportunities” (no criteria) counting field if you like. It is your choice if you want to place these fields on the page layout.
Be careful with the Stage as filter criteria. If you add “Won” or “Lost” stage values to the picklist, you have to remember to come back to these fields and adjust the criteria.
Now that you have your Salesforce counting fields, you can run a Contacts & Accounts report or an Opportunities with Contact Roles report (these both have an “Add to Campaign” button) or use the “Manage Members” button to “Add Members – Search” from your campaign. These Salesforce reports give you more control over the criteria, especially if you are using Contact Roles.
“Counting” fields in action:
- Target accounts with lost opportunities but no won or open opportunities, for re-engagement using the criteria of “Total Lost Opportunities > 0” AND “Total Open Opportunities = 0” AND “Total Won Opportunities = 0”.
- Target accounts with won opportunities but no open opportunities, for possible upsells, using the criteria of “Total Won Opportunities > 0” AND “Total Open Opportunities = 0”.
- Target contacts where the opportunity Close Date is in the last six months or before the last year using the Date filters in the Opportunities with Contact Roles report.
Once you specify accounts in Salesforce, you can now market to contacts that purchased from you a year ago but have not purchased recently, contacts and accounts where the sale fell through, and even your currently engaged contacts.
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