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My deck > Marketing and Leads > Flashcards

Marketing and Leads Flashcards

1
Q

What objects can be Campaigns Members

A

Contacts or Leads or Person Accounts

These are the targets of the campaign

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2
Q

Campaign Defintion

A

representation of a marketing effort.

Tracking campaigns enables Marketing and Sales to understand what marketing efforts drive pipeline and revenue.

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3
Q

Discovering a large number of leads created but never followed up. Concerned about out of date. What to reocmmend?

A

Use Lightning Data package such as D&B Optimizer to clean and complete data

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4
Q

What is the Name for feature of campaign management that allows associating a campaign with marketing initiative?

A

Campaign Hierarchy

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5
Q

Sales team has more leads than they can manage. What can help in assist in prioritizing leads?

A

*Add a formula field to Lead object to score leads
*Add fields to online form to qualify and score leads

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6
Q

How to group and organize Campaigns

A

Campaign Hierarchy

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7
Q

What is Campaign Influence?

A

Track influence of multiple campaigns on single opportunity

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8
Q

How to Grant access to Campaigns

A
  • check Marketing User license (Feature License)
    *lets users create, edit, and delete and clone campaigns.
    *manage campaign members (including Lead import)
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9
Q

Mass email limits

A

1000 mass emails per day

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10
Q

Campaign Reports to add members

A

can create a lead or contact report,
then can click ‘Add to Campaign’ to add all in report

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11
Q

Campaign Report to see success of campaign

A

Campaign with Influenced Opportunities – value of opps in a campaign

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12
Q

What object records are created during Lead conversion?

A

Account, Contact, and optional Opportunity
Can create a Task optionally when Subject is Blank

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13
Q

Custom Lead fields can be mapped during lead conversion to what fields?

A

only custom field in receiving object.
Data types must match

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14
Q

How to convert Leads on Mobile?

A

check Lead Conversion Setting ‘Enable Conversion for Salesforce Mobile’

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15
Q

Data Import Wizard

A

prevent duplicates
use validation rules to ensure complete data

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16
Q

Reporting on Leads

A

Can create a Lead conversion report.
Use summary formulas to calculate summaries (Lead conversion ratio)

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17
Q

concerned about low data quality. What options are available to enrich and update account, contact, and lead records in Lightning Data?

A

Use Data Integration rules to automatically update data as information changes
Select records and fields manually to clean and update information
MORE

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18
Q

How to avoid high bounce rate of emails?

A

Use Lightning Data service to ensure emails are current and valid

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19
Q

What tool can be used to calculate a Lead score with minimal input?

A

Formula fields

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20
Q

User goes to Campaigns, can see records but no ‘New’ button. How to resolve?

A

ensure Marketing User is checked
ensure users profile had Create on Campaign object

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21
Q

How can Web-to-Lead users avoid SPAM?

A

require reCAPTCHA verification

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22
Q

How to measure effectiveness of marketing campaigns and how it relates to leads and opp?

A

Use Campaigns and Campaign hierarchies

23
Q

To change ownership of leads to marketing (CRED) from Sales (R). What features help do this?

A

OWD
Object-level permissions

(not roles because they control access to certain records not objects)

24
Q

What features can be used to improve quality of leads?

A

Validation Rules
Custom Fields

25
Q

With 4 different websites promoting a product, how can you know email-click through rates and website visits to contribute to lead scores? This is Advanced lead-scoring.

A

Find an AppExchange app

(flow and process builder are automation tools)

26
Q

Considerations for using Lightning Data for prospecting new customers

A

*search filters can be used to find companies that meet criteria
*Lightning Data packages can be used to add select companies to Salesforce org

(multiple services can be used
frequency of update is dictated by service used)

27
Q

To add lead rating like ‘Hot’, what tool can be used to do this?

A

Flow Builder (update records)

28
Q

How can duplicate records be cleansed and de-duped?

A

Use Salesforce duplicate jobs functionality
Use and AppExchange solution

29
Q

With multiple campaigns going on at the same time. How can we ensure only relevant campaigns are marked as influential campaigns to opp?

A
  • enable automatic assoc of campaigns to Opp and define auto-associate rules
  • enable automatic assoc of campaigns and define campaign influences time frame
30
Q

Online campaign directs leads to online form to complete. How can marketing capabilities support sales process?

A
  • calculate the number of responses to the campaign
  • automatically calculate the total value of opp from the online campaign
  • auto associate leads created with an existing campaign

(dont worry about duplicates. Web to Lead does not check for dupes.

31
Q

Scenario: for different execs that use different products where each would followup with Lead. What are suggestions for Lead functionality to ensure data quality?

A

Create 1 Lead, define Product interest as a mulitselect picklist and use a custom lead conversion

32
Q

How are social profiles linked to records in Salesforce?

A

Social profiles are manually linked by selecting a social network profile, but the link is stored for all users

Twitter (Lightning and Classic) and YouTube (Classic)

33
Q

How to avoid converting leads with below par data for lead nurture and data capture?

A

Validation rules on Lead object
Validation rule will verify required fields have values.

34
Q

What Salesforce feature can help track the impact of campaigns on opp?

A

Customizable Campaign Influence

35
Q

To score Leads based on amount of insurance and age of lead, what is a solution?

A

Use a formula to calculate the Lead Score.

36
Q

What are 3 benefits of campaign management?

A
  • ability to customize the information tracked for different types of campaigns
    *ability to manage related campaigns together
  • ability to track the impact of campaigns on sales deals.
37
Q

What 3 practices can be used to maintain high lead data quality?

A
  • create lead validation rules to ensure data meets the business rules
  • use duplicate mgmt tools to avoid dup creation
  • create data quality reports and dashboards.
38
Q

New products just launched. How can marketing capabilities support sales activities?

A

Create a campaign, run a report of contacts invited to the event and associate them with the campaign, and track the interest level of each contact.

39
Q

Marketing Director would like to add guidance for users. How can this be done?

A

*create a new Path using custom picklist field for the Campaign object
*Use Lightning App Builder to add the Path feature for visualization and tracking of stages of campaigns

40
Q

User want to setup lead score based on if lead is decision maker, timeframe to buy, and budget. What configuration to use?

A
  • a custom field for each criterion.
  • A custom lead score formula to calculate total score.

(because each criterion present, no need for flow)

41
Q

Leads are non-responsive to sales approaches and have not been qualified to justify contact. What can be done to improve the situation?

A

*Define a lead score threshold
* define a lead process

42
Q

Using Lightning Data package to update and import accounts. What 3 things are true about capabilities and configuring data integration rules?

A
  • Mapping fields in Salesforce to fields from data service (select fields)
    *Select Keep or Overwrite for each field mapped.
  • using vendor’ unique ID to control matches between Salesforce and data service records.
43
Q

With multiple product pages, using Web-to-Lead, how can the lead source be tracked?

A

Use a hidden field on the web page that populates Lead Source value.

44
Q

With automatic association configured to detect campaign influencers, how will influence be detected?

A

*campaign is associated to opportunities
*A campaign member is assigned a contact role on Open opportunity
*the Campaign Influence Related List on the opp is automatically created.

45
Q

Features of Campaign Influence Auto Association that help understand Closed Won Opportunities.

A

*creation of Campaign Influence related list entry on opportunity
*create rules for criteria for auto association
*specify max number of days between a contacts association with campaign and opp creation date
*Only one campaign can be Primary Campaign Source

46
Q

Features of Lightning Data that help keep data updated.

A

*field level mapping and indication of Keep or Overwrite
*Enrich existing data in real time.

(Service data is always most current, does not take updates/data from your org)

47
Q

What type of data is available with Lightning Data?

A

*Industry, firmographic, and geographic info is available

48
Q

What campaign feature supports an efficient way to email campaign members?

A

Use Send List Email action from Campaign Member View

49
Q

What type of objects can be updated with Lightning Data

A

Lead, Account, and Contact records can be enriched.

50
Q

Using a data service provider, what statuses are possible when clicking ‘Check for New Data’

A

*No Match
*Reviewed
*In Sync

51
Q

How does Data Import Wizard help maintain lead data quality?

A

*validation rules are enforced
*duplicate records can be avoided by matching fields on import

52
Q

What information is used for Lead scoring with BANT framework?

A

Budget, Authority, Need, Timeframe

53
Q

What statuses are a seen when Lightning Data is used to ‘Discover Companies’?

A

New (your org doesn’t include)
In Salesforce (updated data in your org)
Purchased (previous purchase)

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