Marketing and Leads Flashcards
What objects can be Campaigns Members
Contacts or Leads or Person Accounts
These are the targets of the campaign
Campaign Defintion
representation of a marketing effort.
Tracking campaigns enables Marketing and Sales to understand what marketing efforts drive pipeline and revenue.
Discovering a large number of leads created but never followed up. Concerned about out of date. What to reocmmend?
Use Lightning Data package such as D&B Optimizer to clean and complete data
What is the Name for feature of campaign management that allows associating a campaign with marketing initiative?
Campaign Hierarchy
Sales team has more leads than they can manage. What can help in assist in prioritizing leads?
*Add a formula field to Lead object to score leads
*Add fields to online form to qualify and score leads
How to group and organize Campaigns
Campaign Hierarchy
What is Campaign Influence?
Track influence of multiple campaigns on single opportunity
How to Grant access to Campaigns
- check Marketing User license (Feature License)
*lets users create, edit, and delete and clone campaigns.
*manage campaign members (including Lead import)
Mass email limits
1000 mass emails per day
Campaign Reports to add members
can create a lead or contact report,
then can click ‘Add to Campaign’ to add all in report
Campaign Report to see success of campaign
Campaign with Influenced Opportunities – value of opps in a campaign
What object records are created during Lead conversion?
Account, Contact, and optional Opportunity
Can create a Task optionally when Subject is Blank
Custom Lead fields can be mapped during lead conversion to what fields?
only custom field in receiving object.
Data types must match
How to convert Leads on Mobile?
check Lead Conversion Setting ‘Enable Conversion for Salesforce Mobile’
Data Import Wizard
prevent duplicates
use validation rules to ensure complete data
Reporting on Leads
Can create a Lead conversion report.
Use summary formulas to calculate summaries (Lead conversion ratio)
concerned about low data quality. What options are available to enrich and update account, contact, and lead records in Lightning Data?
Use Data Integration rules to automatically update data as information changes
Select records and fields manually to clean and update information
MORE
How to avoid high bounce rate of emails?
Use Lightning Data service to ensure emails are current and valid
What tool can be used to calculate a Lead score with minimal input?
Formula fields
User goes to Campaigns, can see records but no ‘New’ button. How to resolve?
ensure Marketing User is checked
ensure users profile had Create on Campaign object
How can Web-to-Lead users avoid SPAM?
require reCAPTCHA verification
How to measure effectiveness of marketing campaigns and how it relates to leads and opp?
Use Campaigns and Campaign hierarchies
To change ownership of leads to marketing (CRED) from Sales (R). What features help do this?
OWD
Object-level permissions
(not roles because they control access to certain records not objects)
What features can be used to improve quality of leads?
Validation Rules
Custom Fields
With 4 different websites promoting a product, how can you know email-click through rates and website visits to contribute to lead scores? This is Advanced lead-scoring.
Find an AppExchange app
(flow and process builder are automation tools)
Considerations for using Lightning Data for prospecting new customers
*search filters can be used to find companies that meet criteria
*Lightning Data packages can be used to add select companies to Salesforce org
(multiple services can be used
frequency of update is dictated by service used)
To add lead rating like ‘Hot’, what tool can be used to do this?
Flow Builder (update records)
How can duplicate records be cleansed and de-duped?
Use Salesforce duplicate jobs functionality
Use and AppExchange solution
With multiple campaigns going on at the same time. How can we ensure only relevant campaigns are marked as influential campaigns to opp?
- enable automatic assoc of campaigns to Opp and define auto-associate rules
- enable automatic assoc of campaigns and define campaign influences time frame
Online campaign directs leads to online form to complete. How can marketing capabilities support sales process?
- calculate the number of responses to the campaign
- automatically calculate the total value of opp from the online campaign
- auto associate leads created with an existing campaign
(dont worry about duplicates. Web to Lead does not check for dupes.
Scenario: for different execs that use different products where each would followup with Lead. What are suggestions for Lead functionality to ensure data quality?
Create 1 Lead, define Product interest as a mulitselect picklist and use a custom lead conversion
How are social profiles linked to records in Salesforce?
Social profiles are manually linked by selecting a social network profile, but the link is stored for all users
Twitter (Lightning and Classic) and YouTube (Classic)
How to avoid converting leads with below par data for lead nurture and data capture?
Validation rules on Lead object
Validation rule will verify required fields have values.
What Salesforce feature can help track the impact of campaigns on opp?
Customizable Campaign Influence
To score Leads based on amount of insurance and age of lead, what is a solution?
Use a formula to calculate the Lead Score.
What are 3 benefits of campaign management?
- ability to customize the information tracked for different types of campaigns
*ability to manage related campaigns together - ability to track the impact of campaigns on sales deals.
What 3 practices can be used to maintain high lead data quality?
- create lead validation rules to ensure data meets the business rules
- use duplicate mgmt tools to avoid dup creation
- create data quality reports and dashboards.
New products just launched. How can marketing capabilities support sales activities?
Create a campaign, run a report of contacts invited to the event and associate them with the campaign, and track the interest level of each contact.
Marketing Director would like to add guidance for users. How can this be done?
*create a new Path using custom picklist field for the Campaign object
*Use Lightning App Builder to add the Path feature for visualization and tracking of stages of campaigns
User want to setup lead score based on if lead is decision maker, timeframe to buy, and budget. What configuration to use?
- a custom field for each criterion.
- A custom lead score formula to calculate total score.
(because each criterion present, no need for flow)
Leads are non-responsive to sales approaches and have not been qualified to justify contact. What can be done to improve the situation?
*Define a lead score threshold
* define a lead process
Using Lightning Data package to update and import accounts. What 3 things are true about capabilities and configuring data integration rules?
- Mapping fields in Salesforce to fields from data service (select fields)
*Select Keep or Overwrite for each field mapped. - using vendor’ unique ID to control matches between Salesforce and data service records.
With multiple product pages, using Web-to-Lead, how can the lead source be tracked?
Use a hidden field on the web page that populates Lead Source value.
With automatic association configured to detect campaign influencers, how will influence be detected?
*campaign is associated to opportunities
*A campaign member is assigned a contact role on Open opportunity
*the Campaign Influence Related List on the opp is automatically created.
Features of Campaign Influence Auto Association that help understand Closed Won Opportunities.
*creation of Campaign Influence related list entry on opportunity
*create rules for criteria for auto association
*specify max number of days between a contacts association with campaign and opp creation date
*Only one campaign can be Primary Campaign Source
Features of Lightning Data that help keep data updated.
*field level mapping and indication of Keep or Overwrite
*Enrich existing data in real time.
(Service data is always most current, does not take updates/data from your org)
What type of data is available with Lightning Data?
*Industry, firmographic, and geographic info is available
What campaign feature supports an efficient way to email campaign members?
Use Send List Email action from Campaign Member View
What type of objects can be updated with Lightning Data
Lead, Account, and Contact records can be enriched.
Using a data service provider, what statuses are possible when clicking ‘Check for New Data’
*No Match
*Reviewed
*In Sync
How does Data Import Wizard help maintain lead data quality?
*validation rules are enforced
*duplicate records can be avoided by matching fields on import
What information is used for Lead scoring with BANT framework?
Budget, Authority, Need, Timeframe
What statuses are a seen when Lightning Data is used to ‘Discover Companies’?
New (your org doesn’t include)
In Salesforce (updated data in your org)
Purchased (previous purchase)
