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Module 2: Marketing and Lead Management
Lead process, conversion, assignment, and campaigns
⏱️ Estimated reading time: 25 minutes
Chapter 4: Lead Management & Quality
Lead Assignment Rules: Automatically determine Lead owner. Only ONE active rule allowed.
Lead Conversion:
- Creates: Account, Contact, and (optionally) Opportunity.
- Field Mapping: You must configure 'Map Lead Fields' so custom data flows to Contact/Account. If not mapped, data is lost!
Merge Leads:
For duplicates. A 'Master Record' is chosen. Non-master record data is lost, but related lists move to the master.
Lead Conversion:
- Creates: Account, Contact, and (optionally) Opportunity.
- Field Mapping: You must configure 'Map Lead Fields' so custom data flows to Contact/Account. If not mapped, data is lost!
Merge Leads:
For duplicates. A 'Master Record' is chosen. Non-master record data is lost, but related lists move to the master.
🎯 Key Points
- ✓ Web-to-Lead has a limit of 500 leads/day.
- ✓ Lead conversion is irreversible.
Chapter 5: Campaigns and ROI
Campaign Hierarchy: Groups campaigns. Allows aggregated statistics.
Campaign Influence:
Crucial for revenue attribution.
- Primary Campaign Source: Simple model (100% to last campaign).
- Custom Influence: Complex models (e.g., First touch 20%, Last touch 80%).
Campaign Influence:
Crucial for revenue attribution.
- Primary Campaign Source: Simple model (100% to last campaign).
- Custom Influence: Complex models (e.g., First touch 20%, Last touch 80%).
🎯 Key Points
- ✓ To see ROI, user must mark opportunity as 'Won'.
- ✓ Campaign members can be Leads or Contacts.
Chapter 6: Marketing Integration
When to use what?
- Salesforce Campaigns: Basic management, manual tracking.
- Pardot (Account Engagement): B2B, Lead Scoring, Nurturing.
- Marketing Cloud: B2C, high volume, SMS, Social.
Salesforce Engage: Plugin for sales to send marketing-approved emails.
- Salesforce Campaigns: Basic management, manual tracking.
- Pardot (Account Engagement): B2B, Lead Scoring, Nurturing.
- Marketing Cloud: B2C, high volume, SMS, Social.
Salesforce Engage: Plugin for sales to send marketing-approved emails.
🎯 Key Points
- ✓ Pardot is ideal for long sales cycles (B2B).
- ✓ Marketing Cloud is ideal for retail/mass consumption (B2C).