How to Use Salesforce Campaigns Without Marketing Cloud

Salesforce Campaigns are a powerful tool for businesses to track and manage their marketing efforts. While they are commonly used in conjunction with Salesforce Marketing Cloud, it is possible to use campaigns without the Marketing Cloud. Campaigns can be found in Sales Cloud, the most common Cloud used by companies who utilize Salesforce.

One of the perks of using Salesforce campaigns within Sales Cloud is that companies can benefit from the tool with a Salesforce Administrator if their marketing team is still being assembled. Salesforce Campaigns are easy to use and can be a great feature for a company looking for a basic solution regarding leads and contacts.

In this blog post, we will discuss the best practices for using Salesforce Campaigns without Marketing Cloud and highlight some key considerations to remember when using Salesforce Campaigns.

Best Practices for Using Salesforce Campaigns Without Marketing Cloud

There are best practices to keep in mind when using Salesforce campaigns without Marketing Cloud.

Define Your Objectives

Before creating a campaign, define your objectives and what you hope to achieve. This will help you design a campaign that meets your needs and is tailored to your goals. Is this campaign to capture attendees of a tradeshow? Is this a targeted list of calls from Sales to offer a new discount? 

A campaign that meets your needs helps to keep your campaign list organized and prevents clutter within the org. This can prevent headaches and confusion in the future when internal analyses are performed to see where marketing improvements can be made.

Create Targeted Lists

Identify your target audience and create a targeted list of contacts and leads. You can create a target list by importing contacts or leads into Salesforce or creating a custom list using Salesforce’s filtering and segmentation tools.

Utilizing list views within Salesforce can organize contacts or leads based on qualifying criteria. Reporting can also assist with organizing the data before it is assembled in a campaign.

Importing leads and contacts can be done with native tools like Data Loader within Salesforce or third-party options on the AppExchange. Ensuring the list has been scrubbed, contains quality data, and has no duplicates is crucial.

Set Up Campaign Members

Once you have created your target list, you can add members to your campaign. Members can be added manually by importing a list or using Salesforce’s automation tools. 

If a list view is utilized from within Salesforce, the task is as simple as checking the box beside the contact name and selecting the Add to Campaign button. From within the wizard, a campaign can then be created.

It is important to consider the Member Status before creating the campaign, as that will indicate if the contact or lead is in the Sent Status or Responded Status. This can help indicate the company’s next steps with the campaign members.

Create Campaigns

Now that you have defined your objectives created your target list, and set up your campaign members, you can create your campaign. Be sure to include all the necessary information, such as the campaign name, start and end dates, and a description. 

Campaigns can also house information such as Expected Revenue in Campaign, Budgeted Cost in Campaign, and Expected Response (%). These metrics are valuable for your company to consider when tracking success rates and which adjustments the marketing department may want to consider going forward.

A campaign can be created from the list view or the Campaigns tab. This has become streamlined in Salesforce Lightning, which makes for a more efficient experience.

Track Your Campaigns

As your campaign progresses, be sure to track your progress and make any necessary adjustments. Use Salesforce’s reporting tools to monitor your campaign’s success and identify areas for improvement.

There are numerous campaign reporting types that can help organize the campaigns by metrics that can be compared and provide value to your company.

Considerations When Using Salesforce Campaigns Without Marketing Cloud

When taking advantage of Salesforce Campaigns in Sales Cloud, it is important to know the nuances that can hinder capable campaigns and lessen their impact on your org. Understanding these considerations can help your business make the most of Salesforce Campaigns.

1. Data Quality: When using Salesforce Campaigns without Marketing Cloud, ensuring your data is accurate and up-to-date is important. This will help you avoid sending messages to incorrect or outdated contacts. Ensure that names are correct and that there are no false placeholders in required fields.
2. Automation: Salesforce Campaigns offer automation tools that can help streamline your marketing efforts. However, if not used correctly, automation can lead to spamming or irrelevant messages. Be sure to set up your automation carefully and test it thoroughly, preparing scenarios for both positive and negative tests.
3. Compliance: When using Salesforce Campaigns, comply with all relevant laws and regulations. This includes obtaining recipients’ consent before marketing messages and providing a clear opt-out mechanism. Test to ensure that the opt-out option works correctly.
4. Integration: While Salesforce Campaigns can be used without Marketing Cloud, they can also be integrated with Marketing Cloud to provide even more powerful marketing capabilities. Consider integrating your campaigns with Marketing Cloud if you need more advanced functionality. 

Try to ensure any custom work within campaigns is malleable and can transition in the future so that when the org expands, there is less of a burden or interruption of functionality when utilizing Marketing Cloud.

Can You Use Salesforce Campaigns Successfully With Sales Cloud?

In conclusion, Salesforce Campaigns are a valuable tool for businesses looking to manage their marketing efforts. While they are often used in conjunction with Marketing Cloud, they can also be used independently. 

By following best practices and keeping key considerations in mind, businesses can use Salesforce Campaigns to reach their target audience and achieve their marketing objectives effectively.