Best Practices
Updated
Best Practices
Align statuses "Create Opportunity" with Sales department
A mandatory and best practice method before setting up your campaigns is to align with sales department if certain actions or insights from your customer would trigger a "create opportunity" status.
The logical way of proceeding, would be to be sure that if the customer realizes an action X within the campaign objects, this should be considered as opportunity to generate sales/business out of it, and consequently, the sales department will contact later on this contact, to try and start negotiations due to his/her interests regarding such topic.
Follow the naming convention
You have the related article here.
(Example) Define properly your proper Lead Generation Campaign
Example: you have to organize marketing efforts related to a Lead generation Campaign you are building, in which you will use a landing page to gather prospects info, with coordination with sales it has been stablished that opportunities will be created as soon as the prospects provides their data or click-trough in any of the emails that are being build to continue the communications of those who expressed previous interest on the topic.
- Build the parent campaign to gather marketing efforts insights and select the right primary campaign goal -> Lead Generation
- Build a child campaign to gather insights from the landing page (and attach a form to it)
- select the right pipeline source -> hard conversions (direct lead generation form)
- specify the dedicated opportunity owner (sales rep that will handle these)
- define within the Sales Script how the sales rep should proceed with the SROs generated
- Build a child campaign to draw a release of outbound emails
- select the right pipeline source -> Cold Outbound
- Choose the correct language
Parent Campaign | Child Campaign | Primary Campaign Goal (Parent) / Pipeline Source (child) |
UK 23WFM001 Workforce Management | Lead Generation | |
UK 23WFM001 Workforce Management Contact us page | Hard Conversion | |
UK 23WFM001 Ebook WOW | Soft Conversion | |
UK 23WFM001 Awareness Email | Cold Outbound | |
UK 23WFM001 Webinar Invitation Email | Cold Outbound | |
UK 23WFM001 Webinar Registration Page | Events / Field |
