MarketingCampaignsAndLeadGenerationThis walkthrough will show how to use Intalio|CRM to execute a marketing campaign, in order to generate new leads for our company. We'll start by compiling a Marketing List from our existing Leads, Accounts, and Contacts. Our Campaign then uses those targets for:
Marketing ListsWhat is a Marketing List?A Marketing List is a collection of Leads, Contacts, and Accounts, all of whom share some common business relationship with you. This could easily be a generic relationship described as: "We have an existing relationship." or it could be more detailed such as: "All Accounts or Contacts in Florida, USA who have completed an order with us in the last six months." How you define your Marketing Lists is up to you; the associated Leads, Accounts, and Contacts can be totally arbitrary. We'll explain briefly what each of these other objects is, but you should already be familiar with these core marketing concepts.LeadA Lead is a potential Customer for your company. A Lead is usually generated by marketing although they come from a wide variety of sources, including from Opportunities in the sales process. Leads hopefully convert into Account and/or Contacts, generating new business. AccountsAn Account is the formal entry of a company. This object contains general business information, such as office and billing addresses, financial information, personal Contact information, business Contracts, standard payment terms, and so on. ContactsA Contact is the formal entry of an individual person. This business object contains the person's name, various addresses, and their role in their company. A Contact can be also linked to the person's company directly, as an Account.You can create new Marketing Lists (and most business objects) from scratch in several other ways. From the top of your browser window, you can use the "New…" menu to open a fresh Marketing List editor to fill out manually. You can also go to the Marketing List module and either click the Add Marketing List button, or use the Quick Add palette on the left. The Quick Add palette displays only required and extremely common business object fields, for creating new objects extremely quickly with the intention of reviewing them later. For example, you may frequently use the Quick Add palette to mark out several new objects while on the phone or in a meeting, and can then return later to provide more details than the bare minimum.
Since a Marketing List is mostly a collection of other objects, there's relatively few fields for the List itself. You'll need to give it a name, and can optionally describe its purpose, the source of the list (not necessarily the members), and the cost of the list (for subscription or budgeting metrics). Under the Details tab, you may find it useful to write more details about the common relationship all the List's members share with your company. In the Members section of the related objects list on the left, you'll be able to easily add individual Accounts, Contacts, and Leads.
While Marketing Lists are useful for organizing your customers and prospects, their primary purpose is to serve in a Campaign as the target list for a series of marketing events. You can create a new Campaign similar to how you created the Marketing List (via the "New …" menu, from the module's list, or from the module's Quick Add palette), but you can also create them directly from the Marketing List editor. Look in the related objects list on the left, under Marketing, choose Campaigns and then click the Add Campaign button. This will bring up a new Campaign object editor, and automatically associate the Marketing List and the new Campaign going both ways. CampaignsWhat is a Campaign?A Campaign is a collection of business objects revolving around a significant marketing effort. This could be a press release or conference, a trade show, a new product launch or changing your products and services, and more. Campaigns rely on a Marketing List so that Intalio|CRM and your users know who the Campaign is targeting. Campaigns can also be associated with single or multiple Products in the event of a new or changed lineup, and also with various pieces of Sales Literature for quick reference by your employees during the Campaign.You can specify the type of Campaign you're creating from a wide list of options, and optionally provide your own internal campaign code. A Campaign can also hold scheduling, budget, and expectation details, but the most important related objects are the actual Campaign Activities and Campaign Responses that you'll create and receive during this effort.
Campaign ActivitiesWhile you can create simple Campaigns without going into significant planning detail, creating Campaign Activities is important for collaboration. You can clearly define what needs to be done and who will do it during your Campaign. Campaign Activities are a specific type of Task in Intalio|CRM, and will show up on your Dashboard in the Activities panel.
Here are some of the categories and general descriptions you can create Campaign Activities with. Again, this isn't a complete list; check in Intalio|CRM for all the possibilities!
These activities can all be assigned to individual users in Intalio|CRM, with their own scheduling and instructions. Their owners are responsible for updating the Campaign Activity with their progress, and for creating Campaign Responses and other business objects in the Campaign as needed.
Web CampaignsA Web Campaign allows you to quickly create a basic form for visitors to your website, using the fields they fill out to create a new Campaign Response automatically. To create the Web Campaign form, click the Launch Web Campaign button from the Campaign editor. This brings up a window offering the public fields in a Campaign Response, and you can choose which fields to present to your visitors. You should also specify a "Thank You" page to display to your customers after they've submitted the response, although you'll have to create that page entirely on your own. When you're satisfied, click Next.
Intalio|CRM will generate a very basic HTML form using the fields you asked for, and also using some encoded identifiers that link this form to its parent Campaign. Make sure the submission page (http://yourCRMserver/crm/services/marketing/web-capture.xsp) is available to the public. This one page covers all the Web Campaigns you might create, so your system administrator only needs to expose that one page once.
Although Intalio|CRM offers a simple HTML editor to style your page, you will probably prefer to hand the form code off to your web designers and have them professionally integrate it with the look and feel of your website. You can download the form code (not a complete HTML page) by clicking Save. As we mentioned earlier, when users submit this form from your website, the data goes directly to Intalio|CRM where it creates a new Campaign Response. Keep in mind that this Campaign Response will have a default or no owner, so make sure someone is responsible for tracking the incoming responses and reassigning them if necessary for follow-up. Email CampaignsAn Email Campaign allows you to schedule mass emails to any or all of the Marketing Lists used in your Campaign. You can also provide the recipients URLs to unsubscribe from all automatic mailings from Intalio|CRM, and to follow up on the topic of the email. This could be a general product or services webpage, or it could be the URL of the Web Campaign form we created earlier. Keep in mind you'll have to have an active outgoing email account for yourself in Intalio|CRM to use this feature, and you may want it to use a generic marketing email address (e.g. info@yourcompany.com).
Campaign ResponsesWhen your users are registering new Campaign Responses, they can do so from within the Campaign editor, in the related Campaign Responses object section on the left. Open that related object view, and click Add Campaign Response. Since these objects are entirely dependent on a Campaign, and a specific Campaign at that, there's no module or menu that allows you to create a new one outside its parent Campaign. This ensures that the two objects are linked properly. You'll also find that any responses from a Web Campaign form will automatically show up here, with the Channel already set as "Web".
One thing Intalio|CRM can't do automatically is correlate Web Campaign responses with existing Accounts, Contacts, and Leads. When reviewing your responses, you can link a response to an existing object with the Existing Contact button. This makes it easier to track customer activity in every stage of your CRM workflow, and can also make Lead conversion easier down the road. For example, if a marketing employee takes a moment to fill in the contact now, the sales department will already have that information in place when they're following up on the new Lead. This reduces the number of duplicate Accounts and Contacts in the system, and gives account managers a single place to see all of their customers' activity and related objects in Intalio|CRM.
While responses are nice, actual Leads are better since they are available to so many different CRM modules and company workflows. Intalio|CRM makes it easy to translate the information in a Campaign Response to a new Lead. Look for the Convert Response button at the top of your Campaign Response editor. The dialog that pops up allows you to close the response if the contact wasn't interested, or to convert them into a Lead. Additionally, the Campaign Response itself will be marked as "closed" or "canceled".
LeadsLeads are almost as flexible an object as Accounts and Contacts, at least for a marketing department. The Marketing List we started out with at the beginning of this guide used Leads interchangeably with Accounts and Contacts. Object links in the Campaign, such as the Existing Contact in a Campaign Response, can also link to a Lead. For your sales department they have an early role, but will need to be converted into a concrete Account, Contact, and or Opportunity as described in our Sales guide.
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