# Campaign Management
> Source: PDD - M2C - 001 Market to Lead (v.0.19, Jun 2025) §4.1 · §5.1 · §7.1.1 · §7.1.2 · §7.1.4

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## 1. Campaign Objectives & KPIs

| Objective | Definition | Key KPIs |
|---|---|---|
| **Lead Generation** | Acquire net-new leads from a defined target audience | MQLs generated, Cost per lead, Lead quality score, Conversion rate to MQL |
| **Lead Nurturing** | Move existing leads through the buying journey with targeted content | MQL→SQL conversion rate, Email open & CTR, Time from MQL to SQL |
| **Customer Conversion** | Convert leads or prospects into paying customers | SQL→customer rate, Sales cycle length, Revenue from converted leads, CPA |
| **Customer Retention & Loyalty** | Engage existing customers to increase retention and repeat business | Retention rate, Churn rate, NPS, CSAT, Renewal rate |
| **Upsell / Cross-Sell** | Promote complementary products or services to existing customers | Upsell/cross-sell revenue, % accounts with multiple products |
| **Brand Awareness** | Increase market visibility and recognition | Share of voice, Website traffic, Social reach, Brand search volume |
| **Event Attendance** | Drive registrations and participation for trade shows, conferences, or webinars | Registrations, Attendance rate, Leads from event, Cost per attendee |
| **Thought Leadership / Education** | Establish authority through educational or industry-focused content | Content downloads/views, Newsletter subscriber growth |
| **Product Launch / Feature Release** | Promote new products or major updates | Launch reach, Demo requests, Adoption rate |
| **Market Research** | Gather insights to inform future strategies | Survey response rate, Actionable insights volume |

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## 2. Campaign Types

The following campaign types are available in Salesforce:

| Campaign Type | Description |
|---|---|
| Event – Trade Show | In-person industry event where dormakaba exhibits products/services to generate leads |
| Event – Conference / Seminar | In-person event focused on knowledge sharing, networking, and thought leadership |
| Event – Webinar / Virtual Event | Online session to educate, demonstrate, or engage with a targeted audience |
| Public Relations / Media Coverage | Activities aimed at gaining brand exposure through press releases, news, and media mentions |
| Partner / Distributor Co-Marketing | Joint marketing with channel partners or distributors to reach shared target audiences |
| Referral Program | Campaign encouraging customers or partners to refer new prospects |
| Advertising – Paid Search (Google/Bing) | Paid ads triggered by search engine keywords to drive targeted traffic |
| Advertising – Paid Social (LinkedIn, Meta, etc.) | Sponsored posts and ads on social media platforms targeting specific audiences |
| Advertising – Display / Programmatic / Retargeting | Banner ads and automated display campaigns to reach or re-engage visitors |
| Direct Mail | Physical mailers sent to a targeted list for awareness or lead generation |
| Email – One-Time Send | A single, scheduled email to a specific audience for a specific message or offer |
| Email – Automated / Nurture Program | Pre-scheduled email series triggered by user behavior or timelines |
| Telemarketing / Outbound Calling | Phone-based outreach to prospects or customers for sales, surveys, or follow-up |
| Product Launch / Feature Release | Campaign announcing a new product, service, or major feature update |
| Product Demo / Trial | Initiative offering prospects a hands-on experience with dormakaba products |
| Reference Project / Case Study Promotion | Highlighting successful customer implementations to build trust and credibility |
| Content Marketing / Thought Leadership | Creating and promoting educational or expert content to attract and engage target audiences |
| Website – Landing Page Campaign | Driving traffic to a dedicated page built for lead capture or conversion |
| Website – Optimization / CRO | Improving existing web pages to increase conversion rates |
| SEO / Organic Search Campaign | Enhancing search engine rankings to grow unpaid website traffic |
| Customer Retention / Upsell Campaign | Initiatives aimed at keeping existing customers and increasing their spend |
| Customer Engagement / Feedback | Activities to build loyalty and gather insights from customers |
| Other | For campaigns that don't fit standard categories — use sparingly |

---

## 3. Campaign Planning Process

When starting a campaign, the marketing user must:

1. Identify **campaign objectives** (generate leads, nurture prospects, convert existing leads, etc.)
2. Define a **target audience**
3. Define **messaging and content strategy**
4. Plan the **schedule** for each phase (launch and follow-up)
5. Set **measurable KPIs** (conversion rate, email open rates, clicks, opportunities generated)
6. **Name the campaign** following the naming convention (see [naming-conventions.md](naming-conventions.md))
7. Set **start and end dates** and, where possible, Expected Revenue, Budgeted Cost, and Actual Cost
8. Select the **Parent Campaign** corresponding to the user's country in the campaign hierarchy

> **Note:** The hierarchy under the top Parent Campaign (Country Name) is defined by each country's team.

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## 4. Campaign Hierarchy

Campaigns follow a **hierarchical structure** for roll-up reporting.

```
[Country Name]  ← top Parent Campaign (one per country)
  └── [Campaign Code - Campaign Name]
        └── [Child campaigns / sub-initiatives as needed]
```

- Always select the correct Parent Campaign to enable accurate roll-up reporting.
- `Country` or `Management Country` must always be one of the audience segmentation criteria to avoid errors, since many countries share the same Business Unit.

---

## 5. Campaign Member Statuses

A standardized set of statuses is used across all campaigns. Historical tracking of status changes must be enabled in Salesforce for accurate reporting.

### Naming pattern
```
[Number]/ [State description]  (DEFAULT if applicable)
```

### Standard statuses

| # | Label | Description |
|---|---|---|
| 1 | **Planned** *(DEFAULT)* | Targeted but not yet contacted |
| 2 | **Sent** | A communication (email, invite) was sent |
| — | ~~Responded~~ | *Deprecated — replaced by Opened and Clicked* |
| — | ~~Opened~~ | *Deprecated* |
| — | ~~Clicked~~ | *Deprecated* |
| 3 | **Registered** | Registered for an event |
| 4 | **Attended** | Attended the event |
| 5 | **Did not Attend** | Registered but did not attend |
| 6 | **Converted** | Took the desired action (opportunity created, purchase, etc.) |
| 7 | **Invited by Sales** | Sales owner reached out directly |

> Statuses may be customised per campaign type. Use global templates as the baseline and deviate only for valid business reasons.

---

## 6. Creating & Executing Campaigns

Steps to execute a campaign once planning is complete:

1. **Create the Campaign record** in Salesforce with all required fields and the correct campaign type.
2. **Create content assets** (emails, landing pages, forms, custom redirects) following the naming conventions.
3. **Associate** the Campaign record to all content asset records used for that campaign.
4. **Build automated journeys and/or automation rules** to update campaign member statuses based on prospect engagement.
5. **Activate** journeys and/or rules. For single-send activities (not part of a journey), send emails directly.

---

## 7. Tracking & Reporting

- Campaign member statuses are the primary mechanism for tracking engagement.
- **Historical Tracking of Changes** must be enabled on campaign member status fields in Salesforce.
- Dashboards must include at minimum:
  - Opportunities related to the Primary Campaign Source
  - Roll-up of Leads, Contacts, Converted Leads, Opportunities (value, won)
  - Funnel of Leads by status and conversion
  - Lead Last Activity per campaign
  - New Leads this month, Closed & Won Opportunities, Leads by Campaign Type