Editor’s note: On the heels of Dreamforce, we received a guest post from Monica Seely of Rapid Notify detailing how she makes the most of Salesforce by integrating it with Act-On.
Using Salesforce Campaigns became more meaningful once I learned how to use them in connection with Act-On. I’ve created a four-step process that works very well to reach the right prospects, support follow-up by sales, and track conversions.
Here are the steps I use:
- Start by creating a Salesforce campaign that contains a manageable group of leads based on a defining characteristic that is important to our business.
- Use the “Add to Act-On List” button on my SF campaigns so I can further segment my leads within Act-On for automated follow up programs based on lead activity.
- Create custom SF Campaign Member Status levels (such as “Hot” or “Warm”) based on meaningful activity, and have them updated via Act-On List Maintenance. This helps to trigger SF workflows and other automations for my sales team to follow up accordingly. This also enables use of the SF Campaign Call Down feature, helping to create call lists based on Campaign Member Status.
- Keep my Act-On Campaign synced to the SF Campaign for several weeks to continue to capture activity from leads that were out of office, etc.
Now my Salesforce campaigns connect the dots by tracing the line from lead marketing to opportunity prospects to products/assets purchased. My Salesforce/Act-On campaigns help my sales team evaluate the most effective messaging and lead segments – and help me show ROI to my executive team.
Monica Seely is the Marketing Manager at Rapid Notify. Rapid Notify provides a comprehensive suite of emergency notification and management services. The company’s reliable and cost-effective mass notification solutions help people to connect during a crisis, manage operational incidents and other communication activities.