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This Salesforce video trainig with Jim Anthony covers how to improve customer engagement using Salesforce, including topics such as lead nurturing, managing opportunities, the sales process, and more....
This Salesforce video trainig with Jim Anthony covers how to improve customer engagement using Salesforce, including topics such as lead nurturing, managing opportunities, the sales process, and more.

Related area of expertise:
  • Technical sales

Recommended skills:
  • Salesforce familiarity and experience

Recommended equipment:
  • Any Internet connected computer with video and sound


Related certifications:
  • Not Applicable


Related job functions:
  • Sales Representatives
  • Sales Management
  • Salesforce Administrators


This course covers improving customer engagement, lead nurturing, lead scoring through Salesforce native functionality, and a few additional third-party apps. You'll learn about managing opportunities, forecasts, and pipelines — with a real-world perspective on how to stay on top of your opportunities and stay connected with your prospects and customers. You will learn about native Salesforce email features and functions such as sending stay-in-touch requests, leveraging email tracking, and using email templates and letterheads. We will also cover reports and dashboards, Chatter, app exchange and data.com. You'll also get some hands-on experience using workflow rules, formulas, and setting up an approval process.
 show less
1. Improve Customer Engagement With Salesforce (25 min)
2. How To Set Up Lead Scoring In Salesforce (30 min)
3. What Is Lead Nurturing? (17 min)
4. Managing Opportunities (24 min)
5. Forecast & Pipeline Management (20 min)
6. Native Email Features in Salesforce (21 min)
7. Using Reports (24 min)
8. Sales Process (22 min)
9. Using Salesforce 1 on iPhone (23 min)
10. Using Salesforce Chatter (27 min)
11. Working With App Exchange (21 min)
12. Salesforce & Google (33 min)
13. Using Data.com To Update and Clean Records (25 min)
14. Account Hierarchies (18 min)
15. Staying In Touch (18 min)
16. Using Dashboards (26 min)
17. Workflow Rules (23 min)
18. Working With Formulas (30 min)
19. Setting Up An Approvals Process (24 min)
20. Custom Objects (30 min)

Improve Customer Engagement With Salesforce

00:00:00

Improving customer engagement with Salesforce. Customers today are smarter than ever before. They know what they want. They know how to get it. And sometimes, they want to get it from you. Today, we're going to show you how to engage with customers and nurture leads along a process to help stay engaged with your company, even before you assign a sales rep to pursue that lead.

00:00:22

So here's the agenda for this video. We're going to talk about what's going on in the world today. We'll talk about the trends, where marketing leaves off and sales begins in this whole process of relationships with our customers. We'll talk about lead nurturing and drip campaigns.

00:00:37

And we'll set up just a basic marketing campaign in sales, just so you could see how that works. And this is a good precursor to the next video, where we're going to get more deeply into the third party apps and the features and functionality of lead nurturing drip campaigns and lead scoring.

00:00:53

So Blue Wolf is a partner of Salesforce. And I saw their president speak at Dreamforce 2013. And they recently did a survey called "The State of Salesforce." And there's one really key, interesting lesson that came out. What they did is, they interviewed 450 participants in this survey.

00:01:09

And they came from different functions in business. IT, marketing, operations, sales and service, and over half of those people were very involved in their Salesforce setup. And the bulk of these people interviewed had the Enterprise, or the Unlimited Edition of Sales Cloud.

00:01:24

So keep that in mind as we look at this main finding in this survey. Now this is really interesting. What they found-- and this is the word of the day. This word kind of guides the rest of this video. And the word is "engagement." It's customer engagement.

00:01:39

That's the new bottom line for business today. 84% of the people surveyed believe that customer engagement is going to overtake productivity as the primary driver of business growth. So it's not about things like time management and efficiencies and productivity.

00:01:57

It's about how well, how effectively we engage the customer. 60% of the people believe that that is their top priority for their business. Now PWC is also a Salesforce consultant. And I reviewed a brochure that they had out on their offering. And they talk about how the customer is not just a consumer.

00:02:18

But they're very empowered and demanding, like never before. They want the best products, the best services, the best price, and they know how to find it. So they're very social. And they're very vocal. And that's really important, because they're plugged in to really big, powerful social networks.

00:02:35

And so they're sharing all their experiences about the companies they do business with. And the expectation today, then, is unique and high-touch experiences with your company. So if the word of the day from the Blue Wolf survey was "engagement," the word of the day from this particular source would be "empowered." Customers are empowered in a big way.

00:03:01

And the thing that we have to keep in mind is that every single thing we do, everything in our business, is a source of the experience that this empowered customer has. And that experience is what they're talking about when they're out on those social networks and when they're being critically vocal.

00:03:18

It's not just about our products and it's not just about our services. It's about their overall experience doing business with us. Harvard Business Review did a really interesting study. They audited over 2,000 US companies. And they measured how long it took for them to respond to web-generated leads.

00:03:38

It's really interesting. 37%, which would be these first three columns, responded within an hour. 16% responded within 1 to 24 hours. And then another 24% took more than 24 hours to respond. And then probably the most interesting is 23% of the companies never responded to these leads that were generated on the web.

00:04:07

Now Inside Sales did a similar study about a year ago, and they came up with similar results. But 44% didn't respond at all on that particular survey. But what I think is some of the most interesting data out of that particular survey was what they said here, that they found that if a company could respond within five minutes to a web lead, versus waiting even 30 minutes, that the odds of contacting that person were 100 times higher.

00:04:38

And if you responded within five minutes, the odds of qualifying that person to were 21 times higher. So can you imagine the odds of actually selling something to that person if you respond quickly? That's the thing. One of my favorite quotes from all of Dreamforce 2013 was an interview done with Jeroen Tas.

00:04:56

He's The CIO at Philips. And he said, "Speed is the new courtesy." And I would modify that a little bit and say, "You know what? I think it's really the new necessity. " I've got to learn how to spell necessity. But I think we've got to be fast if we're going to be successful today.

00:05:22

I think it's just expected by the world. And that's why how we handle and manage leads is so critical. So let's take a look at that in Salesforce. So let's talk about leads. And let's talk about the leads management process. You know, what do we do and how do we do it?

00:05:38

Remember the rules of the game today. It's all about really effective engagement. And it's about speed, right? We talked about that. So how can we manage this lead process in a way that's very engaging to customers, and very quick and effective. So this is the traditional funnel here of a sales pipeline.

00:06:00

A lot of leads come into the funnel, and then we work the leads through the process, and ultimately we end up closing and winning the business. But really it's important to understand a couple of things here. This line would represent where marketing is really focusing, and when it gets turned over to the sales team.

00:06:21

And this is a really important thing. Because you don't want sales people calling on a bazillion leads up here that are being worked by marketing, by email drip campaigns, and web presence, and blogs. There's a lot of people expressing interest up in this area.

00:06:43

We don't want salespeople making a million calls on leads they just aren't qualified yet. There's a point where well we're going to convert leads into opportunities. And then we're going to put it-- right before it becomes an opportunity, we're going to have sales people follow up on it and try to get it converted into an opportunity.

00:07:01

So the question is, how do we decide when marketing is involved in doing their thing, and when it should get assigned to a sales person? And the answer, I think, it kind of falls into three areas here. There are three things that we want to keep in mind when we're managing a lead process.

00:07:19

There is a lead nurturing process. And then there is a lead scoring, or a qualification, process. And then there is the lead response, and conversion into an opportunity. And different people have different roles here, depending on what phase the lead is in.

00:07:47

Is it in a nurturing phase? Are we ready to-- has it scored? Has it passed a threshold of scoring to where we do want to assign it to a rep and have them respond and follow up on it? So let's talk a little bit about each of these three things here. So the first one hear is nurturing.

00:08:04

What is nurturing? What's that all about? How's it work? When and why does it happen? So there are many different types of leads There are brand new leads and warm leads. Somebody in this category here, they may have just hit a web form and all they put was their email address, and that's it.

00:08:23

Somebody over here in the warm lead category may have put an email address in there and a bunch of other information about themselves. Maybe even checked a box that said I'd like to get a call from somebody. That's probably a hot lead. But the point is, leads-- no two leads are alike.

00:08:38

And so what we have to do is develop some kind of a campaign that allows us to build relationships and really engage these new, and these warm leads in a way that makes sense and leads them down the path of becoming an opportunity, and then a customer.

00:08:55

So let's talk about nurturing and drip campaigns for a second and how we would go about doing this. A drip campaign is this process of drip nurturing, or automatically dripping, relevant information-- it's usually via email-- to sales leads over a period of time.

00:09:15

It's based on either some user action or a pre-defined time interval. So a user clicked on something or put some information into a box, and that triggered the sending of information. What this allows us to do is give very timely information to people when they need it.

00:09:33

And it's relevant to what they need. So the point is, give them the right information at the right time. That's we're trying to do with this type of a campaign. And the beautiful thing about Salesforce is, this is automated, to a degree, within campaigns in Salesforce.

00:09:49

But then there are also third party applications that you can add that add even additional functionality to do this in a very sophisticated way. And the great thing about it is that it's triggered by how people are interacting with our brand, and where they are in that particular sales cycle.

00:10:06

So the whole goal of this lead nurturing idea is to get a lead to a sales-ready state. And this is where I think a lot of companies miss the mark. Because they think sales people are this big army that just goes out and makes this whole barrage of sales calls.

00:10:22

And they find something and they close it. But if we're really sophisticated about this, we're going to use marketing and automation to nurture and get information in front of people, and stay in front of people, until certain behaviors occur that make them pass a score threshold that then qualifies this lead as a sales-ready lead.

00:10:43

The idea is, let's get our sales people selling. Not just cultivating leads, but interacting and engaging a customer, moving them toward a buying decision. And so the way we do that is, make sure they only call-- sales people only call on the best leads.

00:10:59

And that's the power of this technology. And I'll show you how it works in a little more detail here in just a second. But at this point, it really is about automation. Because we're trying to work a lot smarter. Remember, productivity wasn't the thing.

00:11:12

It's engagement, and relevancy, and speed. And to do that, we've got to be very smart. And we've got to leverage tools. So let me show you what I mean by this. There are a number of types of drip campaigns that you can use, depending on where your prospect or customer is in this process.

00:11:32

This top-of-mind drip is great for those newer leads. Somebody stopped by a trade show booth or put their email address in a box on the web, and you can just send them little pieces of information about your business, about your company, just to keep them in the loop, to keep them aware, and to keep your business in front of their eyes and on top of their mind.

00:11:51

And then a competitive drip might be something that you target to your competitors' customers. Educational drips might be people who've expressed a little more interested in knowing more, so you send them white papers, or articles, or videos, that kind of thing.

00:12:07

Promotional drips when, you're running a special promotion. People who have gone cold on you, and you just want to reengage. There's a lot of different ways to do this. This came from the Pardot infographic that I found. And Pardot's a third party app developer that really builds up more features and functions into this automated marketing.

00:12:29

And so here's what the campaign might look like. This automated piece of software plugged into Salesforce can do some pretty interesting things. You may send a white paper out to a list of people. Did they open that white paper? If they didn't, well maybe you send a follow-up video to that person.

00:12:50

And then if they don't open that, then you're done. That could happen. Or maybe you send the white paper out and they do open it. And then you send them an additional eBook with more information and they open that. And then you send a product demo or request for a product demo.

00:13:11

So depending on how the customer or prospect behaves, that's going to change what this automated drip campaign does. So once you get into the application, whether it be the campaign in Salesforce, or a Pardot or some of these third party applications that plug into Salesforce, you're going to be able to create a drip logic.

00:13:36

And so you're going to have a starting point. And you have all these different available actions here that you're going to be able to pick from. Send an email. Or jump to a specific step. Or assign it to somebody. Or notify somebody of something, that kind of thing.

00:13:52

And so when you send this introduction email, it's going to say here, pause two days. So that's just a time thing. We don't want to do anything else for two days. And then we want to send another nurturing white paper. And then we're going to pause another two days.

00:14:08

And then we're going to ask the question, did they click on that link? If they did click on that link, then we're going to send this case study. If they did not click on the link, we're going to pause for three days, and so on and so forth. So that logic is built into the application.

00:14:23

So you can plan out a process, based on how the prospect or customer behaves. And the beautiful thing about this is, this can all be done before the sales person gets involved. We'll see certain behaviors occur over time. And then we can assign scores to that behavior.

00:14:42

And once they hit a certain score, then it makes sense for a sales person to give that prospect a call. So to execute that kind of a little more involved drip email campaign, I would recommend you go to the AppExchange and just type in an email search there.

00:14:59

And you're going to see a lot of tools. VerticalResponse, and Marketo, and all these different tools that are available to you, to be able to integrate with Salesforce and create a little more involved drip campaigns. But let's just talk a little bit about just creating a simple campaign that any salesperson could do.

00:15:17

Let's go in to Salesforce and just set up a campaign real quick. And show what it would be to shoot out an email and just track the responses. Because there's a lot of-- some of this functionality, we can just do it as an individual sales person with some of the basic functionality built into Salesforce.

00:15:33

So let's come over here to the Campaigns tab. And we're just going to click on that. Let's click on the New button here. And let's enter a campaign name. We'll call it "Seminar Attendance." Let's just say we want to send out emails to drive awareness and attendance to a seminar that we're creating.

00:15:55

So we're going to send out some emails to folks and see what kind of responses we get. We're going to choose the type of campaign. We'll just call this an email campaign. We're going to leave the status as a planned campaign. We'll say it's a future deal.

00:16:09

Let's just say we're going to start to campaign on Friday. We're going to leave the end date open. No need to a limit it at this point. And if you want to track the effectiveness of your event, let's just say you have an expected revenue, a goal to drive $100,000 of new business from this event.

00:16:28

And the budgeted cost to put on the event, let's say it's going to cost you $2,500 to put on the whole event. And that'll be really useful later, when we want to track, just to see how we did. Then I'm going to click on Save here. See, now we're on the Campaign Detail page.

00:16:41

And the campaign's called "Seminar Attendance." Now we're going to scroll down here to the Advanced Setup button. Click on that. Now at this point, we're wanting to decide on the kind of responses were looking for, and then set these member status values.

00:16:57

So let me show you what I mean by that. We're going to click on the Edit button here. And then eventually what we're going to do is, we're going to be adding a bunch of members to this campaign. Because that will be all the people that we send the emails to.

00:17:07

So what we want to do is decide on the different types of status settings that could occur from this campaign. So first thing I'm going to do, I'm going to select that box, and I'm going to make "Pending" be the default status. So when we send out an email, "Pending" is the default status of every email that goes out, before anybody responds to anything.

00:17:30

And then now, let's create a few others. When an email gets sent, we want one status to be "Sent." And then we're going to add some more here. I want another possible status to be "Will Attend." I'm going to add another one. I want the to have the ability to opt out.

00:17:50

That might be one status that we get. I'm going to add one more, called "Bounced." Sometimes you send out an email, it just gets bounced, and nobody responds to it. So the point here is, we're going to mark these. "Sent" is a response. "Will Attend" is a response.

00:18:07

"Opt Out" is a possible response. But we're going to leave this blank, because "Bounced," it's really no response. So we'll just leave that blank. And "Pending" will be our default status. And then we're just going to click Save. Now we've actually set up a campaign.

00:18:21

Now what we have to do is, we've got to create a target list for this email to go out to. Now there are three different ways, basically, that you can create a target list. One would be to create a report. You just create a report of your existing contacts or leads and then pull that data into your campaign.

00:18:41

The second way is to search members from right within the campaign. So let's go to the Campaign tab here. Let's click on the Seminar Attendance Campaign that we created. What's neat about this is, we're going to be able to add members from here. So that's the second way.

00:18:57

And then the third way would be to create an Excel spreadsheet, or if you had a trade show or whatever, and you had this big spreadsheet, you could just import that and put that into the campaign. But for the demo here, we're just going to do Add Members right here from the campaign.

00:19:09

So we're going to go ahead and click on Add Members - Search. And now you'll see we're here in the Manage Members screen. So let's click on a member type. We have to choose a member type that we want to search. So we've got it selected on Leads. We're going to leave that there.

00:19:23

Then what we want to do is set some filter criteria to give us the right kinds of folks that we want to promote this a seminar to. So let's just say we're wanting to go after real pretty unqualified cold leads. We have all these leads in our system. And we've got things going on with the qualified leads.

00:19:40

So let's just say it's unqualified leads that we're going after. So we're going to do is, we're going to select Lead Status as a field. We're going to say Not Equal To. And then we're going to select Qualified. Insert Selected. And that's our filter setting there.

00:20:01

Then you just come down here and you click on the Go button. And you'll get a list of the folks at fall into that category. If you click on this checkbox right by First Name, the column header, it's going to select all of the people that showed up in this list.

00:20:15

And we're going to come back up here and click on the Add With Status drop down list there. And we're going to select Pending as the status for this list. Now let's follow this breadcrumb back to the Seminar Attendance Campaign. And now we have this campaign set up so we can track the effectiveness of our efforts here.

00:20:38

Because we've got four campaign members here. It is a planned campaign. You know what we did? We forgot to check the Active box. That box needs to be checked. Because then it'll show up in lists and reports and things like that. So that is checked. We hope to drive $100,000 revenue from this campaign.

00:20:57

A budgeted cost of $2,500 for the whole program here. So now what have to do is, we have to execute the campaign. And we have to track. So let's take a look at that. Now I pulled this right out of the Salesforce Success Community website. And there's a couple things we want to keep in mind.

00:21:15

When we execute a campaign for Salesforce, the campaign execution occurs outside of Salesforce. Now it can be integrated with Salesforce if you use one of those earlier tools that we talked about. Marketo, Pardot, or VerticalResponse, or these different apps.

00:21:33

It can be integrated so that when people respond, it goes right into Salesforce. But the actual sending of the email and responding does happen outside of Salesforce. And then And that data comes back in to Salesforce. So you're probably going to want to select some email execution vendor to get the emails out there.

00:21:51

And then some of those vendors have really good tracking mechanisms and good data that can be pulled in, giving you the updates to those status options that we created there. And then we're going to want to track these options. We're going to get these-- whatever happens, we want to get that data back into Salesforce.

00:22:08

And so there are different ways to do that. What we have to do is decide on the response tracking mechanism that we want to use. We can use a website response. And so the people, when they get the email, they'll fill out a form on the website. And then we just use that web-to-lead functionality to set up a jump page.

00:22:25

And then all those responses come back in as Salesforce's leads. And then what we want to do is put a Campaign Field Value in the web form. And then the leads are going to be then directly associated with that campaign. And you remember we set up those different statuses, "Will Attend," "Opt Out," we can put that in the form as well.

00:22:45

And those automatically come back checked off. So using the web response is a great way to do that if you're not going to use one of those third party applications. And then we can also do a manual update. You know, the customers call in, or they send an email back, and then somebody goes in and updates the campaign.

00:23:02

Or we can do a mass update and offline response. So we track these responses using some type of offline list. Then we go into the Manage Members page in the campaign and make the updates. So this doesn't have all the automated bells and whistles of a drip campaign, but it's kind of the baby brother.

00:23:20

It's the first step where individuals, any of us, can go in and create little campaigns and then use an email tool to get information out there. So it's a first step. And then we're going to a whole video on lead nurturing and drip campaign management.

00:23:37

So stay tuned for that. In fact, let's come back to this particular slide. We talked about nurturing a little bit, but in the next video I'm going to create here, we're going to go into-- we'll go into nurturing, we'll go into drip campaigns in more depth.

00:23:52

We'll look at those third-- I'm sorry, we'll look at those third party apps that I mentioned earlier. And then we'll talk about lead scoring. Once you create the campaign, you know, how do you score leads, so that you can make sure your sales people are focused on the best and the most important leads?

00:24:11

So this is going to be the next video on nurturing drip campaigns and lead scoring. So in this video, we covered some trends about customer engagement and lead response. We talked about marketing versus sales, in terms of managing those early process, early stage leads.

00:24:29

Kind of gave a little introduction to lead nurturing and drip campaigns. And then we set up a basic marketing campaign in Salesforce. Now the next video, we're going to go deeper into lead nurturing, drip campaigns, third party applications, and what specific functionality is there, and then how to score those leads, so when they come back, we have a system for when to assign those leads, and how to make sure we're focused on the best possible, and the most productive leads.

00:25:00

And once again I thoroughly appreciate the chance to put together. I hope it's been informative for you. And I'd like to thank you for viewing.

How To Set Up Lead Scoring In Salesforce

What Is Lead Nurturing?

Managing Opportunities

Forecast & Pipeline Management

Native Email Features in Salesforce

Using Reports

Sales Process

Using Salesforce 1 on iPhone

Using Salesforce Chatter

Working With App Exchange

Salesforce & Google

Using Data.com To Update and Clean Records

Account Hierarchies

Staying In Touch

Using Dashboards

Workflow Rules

Working With Formulas

Setting Up An Approvals Process

Custom Objects

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