Build a Campaign

Step 2 - you may think of step 2 as a repeatable task where you build up your target group by selecting first one segment, adding it to the target group, then another, and so forth. This way you can build your target group without having to construct complex selection criteria. The campaign tool will make sure that the target group is free of duplicates.

The target group (ie the list of companies or contacts that you are directing your campaign against) is saved along with the campaign. The events that is registered during the execution of the campaign is saved as well and can be used for reporting, follow up, creation of new campaigns etc.

In the first tab folder in the campaign window you fill out the basic data for the campaign: Name, Type, Explanation, Script, and status for campaign progress

It is a good idea to give the campaign a meaningful name, since the name will be used by you colleagues to identify the campaign. You also fill in the date for the campaign to take effect (The campaign is not visible for users until it is effective). Finally you have to choose whether your target is companies or contacts:

If you do not know which person to actually talk to or write to you may choose company as target kind.

A campaign targeted at contacts may include the same company several times - a row for each contact selected. On the other hand a company will only enter the target group if there is a contact in the company.

Even if you chose TargetKind = Company, it is possible to add contact persons on the individual prospects in the target group (for instance when phoners are talking to the prospect). In fact it is commonly used to start a campaign as TargetKind = Company to let your salespeople call up companies to find out who are the right contacts, and then send material and subsequently engage in sales activities with the contacts.

In the group Type and Pool choose Type = Standard. Later we will explain what different types of Pools are used for..

Active = Check if the campaign is ready to be visible in the TeleCenter and ready for your staff to execute.

Personal = Not in use. Intended for individual salespeople run statistics on the canvas activities

”Jeg giver ikke fem potter … for kampagner! Det er altid de forkerte de bliver sendt til og jeg gider ikke gøre arbejde som marketing burde lave.” – siger Ole Suhr. Ole er af natur lidt doven og det kan da også være træls at skulle ringe til hundreder af kundeemner, hvis man er vant til at kunne vente på at de kommer dumpende.

Hvis Ole involveres i at udvælge og godkende de personer, der skal modtage kampagnen – og som han får til opgave at følge op på – så er han tømt for modargumenter fra start. Og ender måske endda med at blive positiv.

Bente Flid er heller ikke så glad for kampagner. Hun har en naturlig modvilje mod at ringe til nye emner (Kanvas). Til gengæld véd hun at det er nødvendigt for at opnå salgsmålene og så er der da den fordel ved en kampagne at ”man bliver tvunget” til at ringe.

Det er også fint, at det kan gøres så struktureret: ”Hvis et emne har for travlt med andet til at tænke på vores løsning nu, så aftaler vi bare at jeg ringer om 2 måneder. Systemet sikrer at jeg husker det og at jeg kan tage tråden op fra sidste samtale. Og kunden – han bliver positivt overrasket over, at jeg har styr på det.”

To find the prospects to include in the campaign, the ChannelCRM system offers a number of methods; Simple point and click query, Advanced Query or SQL for database experts. If your criteria is less sophisticated ("give me all customers in zip code 92000 to 92999") simple query is quite useful. If your criteria is complex ("give me all companies with two consecutive years of return on equity of less than 10% followed by a year of negative EBIT") you might need SQL to get to the data.

Number of employees: If both fields are 0 the Number of Employees are not in the criteria. If you use Number of Employees as a criteria please not that companies without a number registered will not be included.

Zipcode: Enter an interval. The numbers are evaluated alfa numerical. Thus "74" is higher than "3460".

Title containing: Here you may enter a text string which you seek as being contained in the Job Title; "Sales" will include all contacts with titles like Sales Representative, Sales Manager, VP of Sales etc.

NACE codes (a standard industry code): If you are using NACE DB07 as standard coding for companies, the codes can be used for selection.

Company info /Contact info: You can click on one or more of the info tags that you whish to use for your selection criteria.

If you place a check mark in "Exclude if in currently open campaigns" you can avoid having a company or a contact that is already part of an active campaign to be included in the new campaign you are building.

Below you see an example of a criteria intended to find all companies that we have not yet given a Relation and where the word "frugt" ("fruit" in Danish) is present in the companies industry code.

Below you can see that 39 subjects corresponds you criteria. The Subjects have not yet been included in the Target Group of your campaign. What you have here is just a temporary list. You can select parts of the list and add to the Target Group or you can delete some of the lines before adding all to the Target Group.

If you decide that the list contains the right subjects you have to add them to the Target group. Do so by pressing "Add All" in the top of the screen or select the rows you want to include and right click:

Note that you may also remove subjects from the Target Group. This can come in very handy if you need to create a list like "Give me all bicycle repair shops, with more than 3 employees and less than 1 million in turnover and not in zip code 92075".

1. Make a criteria for all Bicycle Repair shops with more than 3 employees and more than 1 million in turnover. Add to Target Group.

2. Make a criteria of everyone in zip code 92075 (regardless of their business and turnover). Remove them from the Target Group.

Adding removing subjects to your campaign target group is an iterative process. You may continue until you are happy with the Target Group. The system will automatically make sure not to create duplicates of subjects in the Target Group.

Now we finally have a Target Group. We can observe it by looking at the "Targets" tab.

As you see there are quite a few columns in the list. This is for you to evaluate and determine actions on the Targets.

The list is however not containing all the data about the companies and contacts included. It is a dynamic list where data will be picked as needed. For instance if you choose the merge to a Word document you will automatically have far more data fields available for merging.

Limitations on a normal windows computer makes it impossible to show all data in the list.

Now the time has come to define and conduct the Actions you want to perform on the subjects in the list, actions such as mail merge, create activities, assign action owners etc.

To do so you have to select the subjects you want to work on. If you want to work on all the subjects in the list press Ctrl-A. Alternatively use click of the mouse in combination with Ctrl and Shift.

To choose actions either press Action in the top menu or right click in the highlighted area of selected subjects. In both cases you will see an Action Menu show up:

Assign Action Owners	This is typically what you do when you need to assign sales representatives or phoners with the task to execute phone calls to the subjects. You canny assign individually, from pick list or based on rules.
Create Calls and Assign Action Owners	For those subjects where there is already assigned a responsible action owner, you may create the actual activities (Canvas Calls). The Canvas Callas will then be visible in the TeleCenter for the individual phoners. Alternatively you can just let the TeleCenter create the Canvas Calls one by one as the phoners executes his calls and asks for a new one.
Add Info Structure to Selected Companies	You may pick from the Info Tag list and attach a tag to the selected companies.
Add Info Structure to Selected Contacts	You may pick from the Info Tag list and attach a tag to the selected contacts.
Word Mail Merge	This will open a word document in Merge Mode. From here you can merge mass letters, create labels, lists etc.
Outlook e-mail Merge	This will open a dialogue that allows you to select a template for the emails into which you may merge all relevant fields from your subject selection. The dialogue allows you to test and send the emails.
Add Direct Mail Activity to Selected Targets	If you send out material it is useful to register this by creating a specific activity for each of the receiving subjects. This way it is visible for sales reps and other users that the material (and which material) has been sent.
Remove targets from list	Here you can remove subjects from the target list. However you cannot remove subjects once they have been subject of campaign activities in the TeleCenter.
Select All	Corresponds to Ctrl-A
Unselect All	Removes selection but not the Subjects