Ever want to track the performance of your offline marketing activities online? Ever wonder how you can possibly connect sales and marketing efforts into one program?
Fortunately, this process isn't as impossible as it sounds. Salesforce campaigns allow you to import leads you've collected from a trade show and enable you to attribute opportunities created by the sales team to the trade show campaign you've created in Salesforce.
Other activities, such as follow-ups can also be tracked by enabling this capability in the advance setup of your campaign. By default, Salesforce has "sent" and "responded" as member statuses. You can change these member statuses to however you see fit. In the case of trade shows, you'll want to determine if they were simply an attendee you spoke to, and if they've been followed up. In which case, you'll need to update the default settings in the campaign.
Once you've determined the projected and actual costs, imported the total number of leads, you'll be able to track the following metrics:
- Total number of leads
- Total follow-ups
- Total number of leads converted into contacts
- Total opportunities created
- Total closed won opportunities
- Total closed lost opportunities
- Total ROI
To determine the ROI:
For every opportunity in Salesforce, a dollar amount needs to be associated with that opportunity.
Watch this short video on how to implement this process in Salesforce:
http://www.screencast.com/t/mopvS1ivv