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Salesforce.com is an effective solution for sales departments to manage customer relationships. But Salesforce integration with marketing automation can help B2B marketers meet all campaign execution and analytics requirements.
To start integrating marketing automation with Salesforce – and running and measuring sophisticated marketing programs – leverage these terms and definitions:
Account – Companies or organizations; can be prospects, customers, partners or even competitors
Apex – A development platform for creating Software-as-a-Service (SaaS) applications on top of Salesforce.com functionality
Campaign – Any marketing program to be tracked in Salesforce.com or Marketo
Campaign Management – The process of creating, executing and measuring marketing programs directed at specific audience segments
Cloud Computing – A term referring to a development platform in which applications are delivered as services in the “cloud,” requiring no hardware or software to maintain
Converted Lead – A lead that has been deemed qualified for sales and that converts into a Contact
Contact – An individual belonging to an account
Custom Field – A field outside of the preconfigured fields provided within Salesforce.com created to fit the specific needs of a business
Custom Object – A custom Salesforce.com database table that enables organizations to store information unique to them
Custom Report – A report outside of the standard set of Salesforce.com reports created to measure and analyze data in a specific way
Dashboard – A visual display of a company’s performance metrics based on one or more custom reports
Demand Generation – The act of using marketing to create interest or demand in a company’s products or services
Force.com – A cloud computing development platform that allows for the building of SaaS applications and enables them to be run on Salesforce.com servers
Lead – An individual or company that has the potential of doing business with your organization
Lead Database – A system used to collect information on a company’s leads, such as demographic; budget, authority, need, timeline (BANT); and behavioral data
Lead Management – The process of generating revenue from leads by collecting, qualifying and interacting with individuals and/or organizations in relevant ways throughout the buying process
Lead Nurturing – The process of building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready
Lead Scoring – The process of determining the sales readiness of leads using a pre-determined scoring methodology and ranking them accordingly
Marketing Asset – A piece of marketing content (e.g. whitepapers, videos, newsletters, webinars, etc.) used to educate and generate interest for a company’s products or services
Opportunities – Deals that constitute a sales pipeline and contribute to forecast
Parent-child Campaign – A campaign that involves an umbrella “parent” campaign record (e.g. “2010>Q1>Email”) that is comprised of numerous “child” campaigns (e.g., “2010-Q1-Email-Introduction,” “2010-Q1-Email-First Follow-up,” etc.)
Revenue Cycle – A new way of looking at the traditional sales cycle. The revenue cycle starts from the day the organization first meets a prospect and continues through the sale and beyond to the customer relationship
Sales-Ready Leads (SRLs) – A lead that is ready for sales interaction, often decided by a lead score
Software-as-a-Service (SaaS) – A way of deploying software so that users access the software “on-demand” as a web-based service, and the software vendor hosts the application on its own web servers
Trigger – An event based on a change or update in status, demographic information or user behavior that causes a lead to proceed along a specific workflow branch or new path
Workflow – A pre-determined path of interactions for individuals to experience based on their profile, demographic and/or behavioral data with the goal of nurturing and building relationships
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