{"id":421,"date":"2024-01-04T19:49:30","date_gmt":"2024-01-04T19:49:30","guid":{"rendered":"https:\/\/cloudamp.com\/news\/?p=421"},"modified":"2024-10-29T22:44:07","modified_gmt":"2024-10-29T22:44:07","slug":"marketing-on-salesforce-without-marketing-cloud","status":"publish","type":"post","link":"https:\/\/cloudamp.com\/news\/marketing-on-salesforce-without-marketing-cloud\/","title":{"rendered":"Marketing on Salesforce without Marketing Cloud"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Most Salesforce customers use the original Sales Cloud (Leads, Accounts, Contacts, &amp; Opportunities). And while the add-on Marketing Cloud is a powerful product with a lot of benefits in terms of automation and scale, it is not a fit for all organizations using Salesforce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Some of the reasons that organizations using Salesforce Sales Cloud may choose not to purchase Marketing Cloud include the following:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Budgetary limitations<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New to Salesforce and want to implement basics first<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Marketing team not in place or just one person<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Email marketing software already in place or part of another system<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Target audience not receptive to frequent marketing messages (eg. technical buyers)<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The good news is, Salesforce Sales Cloud already has a number of capabilities to drive your Sales and Marketing. And for the gaps that you may find, a wide variety of affordable apps exist on the Salesforce AppExchange.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">To give you an overview of how you can manage your marketing on Salesforce, with or without Marketing Cloud, we\u2019ll be covering the following topics:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#heading1\"><span style=\"font-weight: 400;\">Sales Cloud vs. Marketing Cloud<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#heading2\"><span style=\"font-weight: 400;\">Salesforce Campaigns<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#heading3\"><span style=\"font-weight: 400;\">Salesforce Lead Management &amp; Forms<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#heading4\"><span style=\"font-weight: 400;\">Track Your Advertising in Salesforce<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#heading5\"><span style=\"font-weight: 400;\">Website Activity Tracking in Salesforce<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/docs.google.com\/document\/d\/1OAXhvNDHlf7vfQehGje2DloGSWUAefjyhpxHN7rDLEw\/edit#heading=h.8hvvf6sub6sj\"><span style=\"font-weight: 400;\">Salesforce Email Marketing<\/span><\/a><\/li>\n<\/ol>\n<p><a name=\"heading1\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<h2><b>Sales Cloud vs. Marketing Cloud<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">First off, let\u2019s define the differences between Salesforce\u2019s Sales Cloud and Marketing Cloud products, to explain how they work together, and be sure you understand the differences!<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The Salesforce Clouds (Sales, Service, Marketing, and Commerce) are standalone, meaning they can be used separately and independently. But they can also be connected to share data across the different capabilities of each cloud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sales Cloud is the most common, and what many people think of when they think of Salesforce. \u201cSalesforce Classic\u201d you might think of it as, the one that started all the way back in 1999.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-430\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadsContactsAccountsOpportunities.png\" alt=\"\" width=\"489\" height=\"157\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadsContactsAccountsOpportunities.png 489w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadsContactsAccountsOpportunities-300x96.png 300w\" sizes=\"auto, (max-width: 489px) 100vw, 489px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">Both Sales Cloud and Marketing Cloud track leads along their journey to become your customers. Sales Cloud has a lot more features to create and manage customers and revenue, including forecasting and pipeline management. In addition to the Leads, Accounts, Contacts and Opportunities that everyone knows, it can manage Contracts, Products and Quotes as well, for managing the full sales cycle.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Sales Cloud does have lead generation capabilities as well, including web-to-lead forms that post leads from your website into Salesforce, lead assignment rules, autoresponder emails and more.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Salesforce Sales Cloud vs. Salesforce Marketing Cloud:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Functional Areas Comparison<\/span><\/h4>\n<table style=\"height: 173px;\" width=\"806\">\n<tbody>\n<tr>\n<td><b>Salesforce Sales Cloud<\/b><\/td>\n<td><b>Salesforce Marketing Cloud Account Engagement<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Lead Management<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Lead Scoring and Analytics<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Account Management<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Lead Nurturing (Journey Builder)<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Contact Management<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Email Marketing Tools<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Opportunity Management<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Social Media Integrations<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Marketing Cloud is made up of several different products. The main Marketing Cloud product can send a LOT of email to consumers. Marketing Cloud Account Engagement, formerly known as Pardot, has more nurture and automation features, for longer B2B sales cycles. It is good for large scale email drip campaigns, where you send a series of automated emails to leads or customers based on various criteria such as demographics, behavior and communications preferences.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Marketing Cloud also has a number of features to help with Account Based Management (ABM), including tracking website activity and scoring a prospect\u2019s engagement level with content. While it is possible to use some Marketing Cloud features without Salesforce Sales Cloud, the full capabilities of the product are only available when it is integrated with Salesforce. It would be safe to say that most Salesforce Marketing Cloud customers are also purchasing Sales Cloud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"heading2\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Salesforce Campaigns<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While many people might use Campaigns with Marketing Cloud, Campaign records are actually part of Sales Cloud. Campaigns can be a powerful tool to use with Leads and Contacts, as well as Prospects in Marketing Cloud Account Engagement (fka Pardot).<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You can use Salesforce Campaigns to create target audiences, and track responses and engagement. Both Leads and Contacts can be members of the same campaign, making it a good way to unify a marketing effort across groups of records which are normally separate in Salesforce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Here is an overview of how you use Salesforce campaigns:<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Create Campaigns<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Creating Campaigns in Salesforce is easy, and you can define a lot or a little bit of information about each campaign, depending on your requirements.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In the Salesforce App Launcher, select <\/span><b>Campaigns<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enter a campaign <\/span><b>name<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select the <\/span><b>Active<\/b><span style=\"font-weight: 400;\"> checkbox if you\u2019re ready to roll out the campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select the type of campaign (advertising, event, etc.).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select the status of the campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Enter a <\/span><b>Start Date<\/b><span style=\"font-weight: 400;\"> and an End Date.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">There are other fields you can fill out, such as budget, should you choose. After saving, you can start to add people (leads and contacts) to the campaign.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-431\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_CampaignMembers.png\" alt=\"\" width=\"922\" height=\"971\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_CampaignMembers.png 922w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_CampaignMembers-285x300.png 285w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_CampaignMembers-768x809.png 768w\" sizes=\"auto, (max-width: 922px) 100vw, 922px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Add Members to Campaigns<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">You can make Leads and\/or Contacts members of a campaign, to send them emails, track whether they have responded, and more. Campaign members can be made up of both Salesforce leads and contacts, which is one of the useful features of Campaigns.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Add Leads<\/b><span style=\"font-weight: 400;\"> or <\/span><b>Add Contacts<\/b><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can also select <\/span><b>Manage Campaign Members<\/b><span style=\"font-weight: 400;\"> to import CSVs of Leads or Contacts<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">For each Member, you can choose their <\/span><b>Status<\/b><span style=\"font-weight: 400;\"> when you add them<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Save<\/b><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">Members can also be added to Campaigns directly from a Lead, Contact, or Account record, or from list views on those objects.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Auto Assign Leads to Campaigns<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">You can have your website forms automatically assign leads as members of a particular Campaign when they are created in Salesforce. Just add a hidden field that passes the Campaign ID to Salesforce.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">For more information, see the \u201c<\/span><a href=\"https:\/\/cloudamp.com\/news\/which-form-or-web-page-did-a-salesforce-lead-come-from\/#heading2\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Automatic Campaign Assignment for Leads<\/span><\/a><span style=\"font-weight: 400;\">\u201d section of our blog post, \u201c<\/span><a href=\"https:\/\/cloudamp.com\/news\/which-form-or-web-page-did-a-salesforce-lead-come-from\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Which Form or Web Page did a Salesforce lead come from?<\/span><\/a><span style=\"font-weight: 400;\">\u201d<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"heading3\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Salesforce Lead Management &amp; Forms<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Salesforce Sales Cloud includes Web-to-Lead functionality, which gives you form code to place on your web site and collect leads. Some customization and styling with CSS is required, but Salesforce web-to-lead forms work well for getting prospect information into Salesforce.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-432\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_WebtoLeadSetup.png\" alt=\"\" width=\"1231\" height=\"588\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_WebtoLeadSetup.png 1231w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_WebtoLeadSetup-300x143.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_WebtoLeadSetup-1024x489.png 1024w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/Blog_WebtoLeadSetup-768x367.png 768w\" sizes=\"auto, (max-width: 1231px) 100vw, 1231px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">How to Create a Web-to-Lead Form<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">You can generate HTML code for a form that will create Leads in Salesforce when your website visitors or prospects fill it out. Just follow these general steps, and then send the resulting code to your web developer.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to <\/span><b>Setup<\/b><span style=\"font-weight: 400;\">, type Web-to-Lead in the Quick Find box, then select <\/span><b>Web-to-Lead<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To enable or change Web-to-Lead settings, click <\/span><b>Edit<\/b><span style=\"font-weight: 400;\">.<\/span>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">There are various settings such as the Salesforce user that is shown as creating the leads from the form, as well as other settings. Consult the full Salesforce documentation for details on all the web-to-lead setting options.<\/span><\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Save<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">To create a form for your website, click Create Web-to-Lead Form<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Select fields you want to include.<\/span>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">You can include custom fields that you have previously created in Salesforce, such as information relevant to your product or service.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Don\u2019t include too many fields though &#8212; requesting more than a few key bits of information will reduce your number of leads.<\/span><\/li>\n<\/ol>\n<\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Copy the final code to send to your web designer or developer.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click <\/span><b>Finished<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Salesforce Web-to-Lead Form Alternatives<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Some Salesforce customers prefer to use third party form programs, such as <\/span><a href=\"https:\/\/www.formassembly.com\/salesforce\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">FormAssembly<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.gravityforms.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Gravity Forms<\/span><\/a><span style=\"font-weight: 400;\">. These options offer some additional functionality, and provide an online interface to make updates to the forms without needing to get your web developer involved each time.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">However, Salesforce web-to-lead is included as part of your standard Salesforce subscription, and does the job for most purposes. You can even capture information specific to your organization, by creating custom fields in Salesforce and adding them to your web-to-lead form. And you can keep using web-to-lead with Marketing Cloud Account Engagement via the Pardot form handler functionality, or use the Pardot forms instead.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Linkedin Advertising Leads<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">If your business uses Linkedin Lead Gen ads, you can set up a connection to Linkedin, where the leads submitted in your advertising come straight into Salesforce. This functionality is included standard in Salesforce Sales Cloud, but it does require Salesforce Web-to-Lead to be enabled.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to <\/span><b>Setup<\/b><span style=\"font-weight: 400;\">, type Linkedin in the Quick Find box, then select <\/span><b>Linkedin Accounts<\/b><span style=\"font-weight: 400;\">.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Connect your Linkedin account that has access to your LinkedIn ad accounts and company pages.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to <\/span><b>Lead Gen Fields<\/b><span style=\"font-weight: 400;\"> in the Setup area.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Under <\/span><b>Map Form Data<\/b><span style=\"font-weight: 400;\">, choose the Salesforce lead fields to receive data from LinkedIn<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">You can configure other settings as well.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Test! (Fill out a form on one of your Linkedin ads)<\/span><\/li>\n<\/ol>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-433\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LinkedinFieldMapping.png\" alt=\"\" width=\"1154\" height=\"534\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LinkedinFieldMapping.png 1154w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LinkedinFieldMapping-300x139.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LinkedinFieldMapping-1024x474.png 1024w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LinkedinFieldMapping-768x355.png 768w\" sizes=\"auto, (max-width: 1154px) 100vw, 1154px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Lead Assignment Rules<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Sales Cloud also includes a feature to automatically assign new leads to users or queues, where users can grab them. For complex Sales territories, there are a variety of Salesforce AppExchange apps that can help assign leads, but out of the box you can have them assigned to a user or queue based on data that exists in any of the lead fields.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Go to <\/span><b>Setup<\/b><span style=\"font-weight: 400;\">, ent<\/span><span style=\"font-weight: 400;\">er Assignment Rules in the Quick Find box, then select <\/span><b>Lead Assignment Rules<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click New to create a new rule entry. For each rule, there are 3 areas you can set:<\/span>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Order &#8211; Number the rules in the order you would like them to run, when they evaluate a new lead<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">Criteria &#8211; specifies the field and values that should match\u00a0 in order for that assignment rule to be triggered.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"2\"><span style=\"font-weight: 400;\">User &#8211; specifies the user or queue that the lead is assigned to<\/span><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">There are a variety of other settings and use cases that can be set up for this powerful Salesforce Sales Cloud lead management feature.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">You can also configure related <\/span><b>Lead Auto-Response Rules<\/b><span style=\"font-weight: 400;\"> in a similar fashion, to send an automated email to new leads.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Pro tip: you can create a <\/span><b>Delete<\/b><span style=\"font-weight: 400;\"> queue in Salesforce, then use Lead Assignment Rules to filter out junk leads that escape your spam filters into that queue. If you don\u2019t have any email notifications configured for the Delete queue, and filter leads owned by that queue out of your lead views, these junk leads will be far less bothersome, and will be easy for your Salesforce Administrator to clear out the delete queue periodically using <\/span><b>Mass Delete Leads<\/b><span style=\"font-weight: 400;\"> functionality.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-428\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadAutoResponseRules.png\" alt=\"\" width=\"1148\" height=\"220\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadAutoResponseRules.png 1148w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadAutoResponseRules-300x57.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadAutoResponseRules-1024x196.png 1024w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/LeadAutoResponseRules-768x147.png 768w\" sizes=\"auto, (max-width: 1148px) 100vw, 1148px\" \/><\/p>\n<p><a name=\"heading4\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Track Your Advertising in Salesforce<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">There is some marketing functionality within Salesforce Sales Cloud, but it doesn\u2019t go terribly deep into lead enrichment or source information. The good news is, some of this functionality can be added through Salesforce partner applications on the Salesforce AppExchange very affordably.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Our CloudAmp Campaign Tracker, for example, can show you how your best leads found you, including campaigns, keywords, and which pages on your website a lead viewed.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you are spending money on Google Ads or other online advertising, knowing which ads are producing your best leads can help you drive more sales and cut any ineffective campaigns.\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-435\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange.png\" alt=\"\" width=\"1724\" height=\"527\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange.png 1724w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange-300x92.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange-1024x313.png 1024w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange-768x235.png 768w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/FirstOrganicLastAppExchange-1536x470.png 1536w\" sizes=\"auto, (max-width: 1724px) 100vw, 1724px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Ad Tracking for Salesforce<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Marketers often find that some keywords or types of ads can produce a lot of leads, but some types of those leads will not convert to sales. This issue can be both more pronounced and harder to discover with B2B products or services, where the conversion to a paid customer may take 3 to 6 months or more. In this scenario, tracking the detailed sources of your leads in the Salesforce Sales Cloud is essential, so you can connect the offline sales, and know which online advertising produces the most conversions to revenue.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">With an add-on Salesforce app like the CloudAmp Campaign Tracker, you can add many data points to your Leads and Contacts, such as the following:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Lead type (Campaign, Organic, Referral or Direct)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campaign UTM parameters<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Referring Site \/ Source<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keyword \/ Search Phrase<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ad click ID (Gclid \/ Msclkid)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">First and Last visit information<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What pages were viewed on your web site<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Because this advertising data comes right into your Leads in Sales Cloud, it can be quickly used by both marketing and sales team members. Sales users can understand the products or services a lead may be interested in by viewing their path through your web site, as well as their search phrases that triggered an ad.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Marketers or Sales Operations users can view aggregate campaign data in Salesforce, to identify keywords that may be driving high volumes of leads that don\u2019t convert. Sometimes the target audience for those ads is off, or there could be confusion with a keyword having multiple meanings to different audiences.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Eliminating waste in online advertising is not to be underestimated &#8212; it can be a quick path to improving results, when budget is reallocated from underperforming to better performing campaigns.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-436\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/YouTubeLead.png\" alt=\"\" width=\"737\" height=\"521\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/YouTubeLead.png 737w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/YouTubeLead-300x212.png 300w\" sizes=\"auto, (max-width: 737px) 100vw, 737px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Call Tracking for Salesforce<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">There are also Salesforce apps such as <\/span><a href=\"https:\/\/ringdna.com\/role-marketing-leaders\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">RingDNA<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/www.calltrackingmetrics.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Call Tracking Metrics<\/span><\/a><span style=\"font-weight: 400;\">, which can both provide your business with a Salesforce integrated internet based phone system, while at the same time helping to track advertising results from phone calls.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">These systems can dynamically display unique phone numbers on your website landing pages that are tied to particular campaigns or keywords, and sync that data to Salesforce when leads are created.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Salesforce connected phone apps have a number of other features that can improve your sales team\u2019s productivity as well, such as predictive dialing, automated emails and voicemails, and more.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"heading5\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Website Activity Tracking in Salesforce<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Knowing which pages a Lead or Contact in Salesforce viewed on your website can be critical in understanding buyer intent. And the good news is that this is not just a feature of Salesforce Marketing Cloud, it is also available through lower cost add-on apps for Sales Cloud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">By combining the power of CloudAmp and Salesforce Sales Cloud, you can see the pages that a Lead or Contact viewed on your site &#8212; how they entered your site, which products or services they looked at, and which form they filled out to contact you.\u00a0 All the website activity data is shown in a related list right on the Salesforce record.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-437\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/RecentVisitorSessions.png\" alt=\"\" width=\"952\" height=\"359\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/RecentVisitorSessions.png 952w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/RecentVisitorSessions-300x113.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/RecentVisitorSessions-768x290.png 768w\" sizes=\"auto, (max-width: 952px) 100vw, 952px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">There are also a variety of indicators that can help your team understand where a prospect is in the funnel, such as viewing a pricing page, or multiple return visits to your website. Each session can be viewed, with time stamps and page URLs to make understanding the signals easier.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">You can even set follow up tasks for your sales reps based on website activity, or add leads to a campaign based on them downloading a certain piece of content. While it does not solve every challenge of understanding prospect behavior, it can give you an easy starting point for how to engage with a prospect.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><a name=\"heading6\"><\/a><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Salesforce Email Marketing<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">While Salesforce Sales Cloud is not technically email marketing software, it does have a number of capabilities for sending emails that are built in. It may not give you all the features of a system like Marketing Cloud, or of standalone email marketing software like <\/span><a href=\"https:\/\/mailchimp.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">MailChimp<\/span><\/a><span style=\"font-weight: 400;\"> or <\/span><a href=\"https:\/\/www.campaignmonitor.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Campaign Monitor<\/span><\/a><span style=\"font-weight: 400;\">, but it is worth understanding its capabilities and whether they would work for your purposes.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Salesforce Sales Cloud includes the ability to send mass emails, email templates, and ways to create automations, but they are subject to some limitations. Its functionality for individual Sales or Service users to send single emails to customers is considerably more advanced, as this is core functionality of Sales Cloud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Mass Emails<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">You can send mass emails from Salesforce, though the amount is limited to 5000 per day. Additional quotas may be available if you are relaying email through your own mail servers or Google Gmail \/ Microsoft Office 365 mail servers.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">There are also some limitations to the data you get back. Email Opens can be tracked in most cases, but you will not be able to see click throughs on an individual basis.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">If you are regularly sending mass emails, such as a monthly email newsletter to thousands of customers, you should consider using a third party email marketing application. You will have fewer restrictions around email quantities, and are likely to find the analytics that most email services provide to be valuable.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">But Salesforce Mass Emails can be quite convenient, since you can select \u201cSend List Email\u201d from Lead or Contact list views at the click of a button.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-438\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/SendListEmail.png\" alt=\"\" width=\"1279\" height=\"817\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/SendListEmail.png 1279w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/SendListEmail-300x192.png 300w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/SendListEmail-1024x654.png 1024w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/SendListEmail-768x491.png 768w\" sizes=\"auto, (max-width: 1279px) 100vw, 1279px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Automated Emails<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">In addition to the Lead Auto-Response Rules covered above, to schedule automated emails in Salesforce Sales Cloud, using Flow automation is generally recommended. While flows are very powerful, they would typically require your Salesforce Administrator to configure, especially if you wish to do a drip email campaign (also known as a marketing automation journey).\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">That can be implemented in Salesforce, but it would be a fairly advanced setup. Marketing Cloud Account Engagement (formerly Pardot) would likely be a better solution if you want to send lots of automated email journeys, and give your marketing team the ability to easily configure and update them.<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\">Salesforce Sales Cloud does have other features that were used for sending automated or scheduled emails, such as Workflows and Process Builder, but those features are being phased out. At CloudAmp we do use Workflow email notifications to send internal emails, such as information on new leads or closed deal celebrations to the team.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h4><span style=\"font-weight: 400;\">Email Templates &amp; Quick Text<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Salesforce does have email templates that are useful for sending pre-written and formatted emails from Salesforce, either to individual customers or mass emails. There is not a drag-and-drop editor, like most Email Service Providers offer, so often you might need to build an email template externally, convert it to HTML, and then upload it to Salesforce.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Another nice feature of the Salesforce Sales Cloud email toolset is Quick Text. These short blurbs can be inserted into any email using a button, and help make your team more efficient, as well as keeping replies or wording more standardized across your company.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Quick Text can be organized into folders by category or topic, giving your team easy access to pre-written responses. This feature is generally used in Sales or Service situations however, and not as frequently as a marketing tool.<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-439\" src=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/QuickTextExample.png\" alt=\"\" width=\"621\" height=\"600\" srcset=\"https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/QuickTextExample.png 621w, https:\/\/cloudamp.com\/news\/wp-content\/uploads\/2024\/01\/QuickTextExample-300x290.png 300w\" sizes=\"auto, (max-width: 621px) 100vw, 621px\" \/><\/p>\n<h4><span style=\"font-weight: 400;\">Email Hygiene<\/span><\/h4>\n<p><span style=\"font-weight: 400;\">Salesforce Sales Cloud does provide <\/span><b>Bounce Management<\/b><span style=\"font-weight: 400;\">, to show you when an email address has bounced. It also has an <\/span><b>Email Opt-Out<\/b><span style=\"font-weight: 400;\"> field, which can be checked when you wish to exclude a Lead or Contact from future emails.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately Salesforce does not have an unsubscribe function that can be added to the bottom of emails and allow customers to unsubscribe on their own. Your team would need to check the Email Opt-Out field manually when requested by your customer, or build additional functionality using a form to process unsubscribes. Unsubscribe functionality is another reason to consider a third party tool for mass email marketing purposes.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Conclusion<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">If you\u2019ve made it this far, you can see that there is a lot of marketing functionality included in Salesforce Sales Cloud, as well as a number of add-on apps to extend functionality. Marketing Cloud is a good solution for many Salesforce customers, but its functionality isn\u2019t a necessity or fit for all customers. And at the very least, it is worth understanding the breadth of marketing functionality within Salesforce Sales Cloud, so you can make a good decision on what tools to use, with or without Marketing Cloud.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2><b>Learn more about CloudAmp<\/b><\/h2>\n<p><span style=\"font-weight: 400;\">Not yet a CloudAmp customer? If you want to have more data about your Leads in Salesforce, including full source attribution and page view data to prove ROI and improve your marketing, <\/span><a href=\"https:\/\/www.cloudamp.com\/contact\/index.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">contact us for more information<\/span><\/a><span style=\"font-weight: 400;\"> today.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Did you know that Salesforce Sales Cloud has many marketing capabilities, independent of Marketing Cloud?<\/p>\n","protected":false},"author":2,"featured_media":442,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[30,29,24,28,27,26,12,11],"class_list":["post-421","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-advertising-tracking","tag-email-marketing","tag-lead-attribution","tag-marketing-cloud","tag-sales-cloud","tag-salesforce","tag-salesforce-campaign","tag-salesforce-forms"],"_links":{"self":[{"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/posts\/421","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/comments?post=421"}],"version-history":[{"count":15,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/posts\/421\/revisions"}],"predecessor-version":[{"id":775,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/posts\/421\/revisions\/775"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/media\/442"}],"wp:attachment":[{"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/media?parent=421"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/categories?post=421"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cloudamp.com\/news\/wp-json\/wp\/v2\/tags?post=421"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}