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Understanding Campaign Management in Salesforce

May 11, 20245 min read

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Understanding Campaign Management in Salesforce

8 Reasons

Sales Cloud is a Salesforce product that helps businesses maintain their sales data. From onboarding leads to converting them to customers, the sales cloud assists a business in the entire journey. It tracks the lead journey, captures and stores data, and also does a lot of automation. 

Campaign management involves strategizing, executing, and assessing marketing efforts to achieve business goals, utilizing channels like digital, social, and print. Salesforce consulting services pertain to optimizing the Salesforce CRM platform through implementation, customization, integration, and training, enhancing sales, marketing, and customer relationship management processes. Integrating these services enables data-driven campaigns and streamlined customer interactions.

What is campaign management in Salesforce?

A campaign is the first source of contact between a business and its customers. In Salesforce, a campaign is an object that captures the data of the first contact. A business creates campaigns to generate leads.

Campaign management is a part of the sales cloud where Salesforce allows you to track and manage all the campaigns run by the business. Campaigns include both online and offline campaigns like Email campaigns, advertisement campaigns, Pay-per-click campaigns, webinars, trade shows, etc.

Salesforce allows you to capture all the information relating to a campaign like a Campaign Name, Start date, End date, Budget, Expense, Owner (person handling the campaign), Campaign type, etc. Apart from the available standard fields, Salesforce allows you to create additional fields as per business requirements. 

Creating a campaign in Salesforce

Creating a campaign in Salesforce is simple. However, a campaign must be first planned and then created.

To plan a campaign, a business may hire a Business Analyst or plan it themselves. Factors considered while planning a campaign include the selection of a target audience, determining the campaign channel, specifying campaign responses, defining who should have access to campaign data, etc. 

Once the campaign is launched, responses must be tracked and the effectiveness of the campaign should be measured.

How to create a campaign in Salesforce?

A campaign can be created by a business user but can only be configured by an admin in Salesforce.

To create a campaign, 

  1. Go to the sales app in Salesforce.

  1. Next, click on the campaigns tab.

  1. Then, Click on the New button in the top right corner.

  1. Fill in the campaign details and click on the Save button. Your campaign is created.

  2. Once the campaign is created, you can view and edit the campaign details and related lists.

Campaign Detail Page

Related lists page

Leads are essential for any business. The first stage of the sales cycle is the generation of leads. When a business has few leads, they can be managed by noting them on pen and paper and using Excel sheets. However once the number of leads increases and each lead is on a different stage of the cycle, managing leads becomes difficult.

Salesforce, a CRM tool, assists businesses in lead management. You can create new leads, edit lead data, and even automate the entire process easily in Salesforce. This article/video will provide an overview of lead management in Salesforce.

To begin with, let us understand the different types of leads. There are two types of leads- B2B leads and B2C leads.

B2B leads

B2B refers to business to business. When one business becomes the lead for another business, it is known as a B2B lead. 

For example, XYZ Pvt. Ltd. is interested in buying a product from a company X. Alex, the contact person of XYZ Pvt. Ltd., comes in contact with the sales executive at Delipat. Here, XYZ Pvt. Ltd. is a B2B lead for Delipad. In the case of B2B leads, the contact person may change over time.  

B2C leads

B2C refers to business to customers. When an individual becomes the lead for a business, it is known as a B2C lead.

For example, individual John is interested in buying a product from Delipad. He is a B2C lead for Delipad.

How to capture lead data in Salesforce?

  1. Open the sales cloud app in Salesforce

  1. Click on the Leads tab.

  1. You can create a new lead by clicking on the New button and entering the lead data.

  1. By going to the lead detail page, you can also edit the data of existing leads.

The lead detail page of Salesforce has two interesting features- Key fields, and Path.

Key fields

Key fields are the details of a lead available at the top of the lead detail page. You can configure the key fields such that the important information of any lead is easily accessible without a lot of scrolling and searching.


The Path is a feature that tells the stage of lead on the lead cycle. By default, the Path consists of four options. They are:

  1. Open- Not Contacted

  2. Working- Contacted

  3. Closed- Not Converted

  4. Converted

You can change the status of the lead by directly changing it on the Path.

In Salesforce, the default lead form is for B2B leads as the company field is mandatory. You need to take the following steps to capture B2C lead data in Salesforce.

How to capture B2C lead data in Salesforce?

A Salesforce Admin cannot enable B2C to lead form in Salesforce. You have to get in touch with the Salesforce Product Team.

  1. Click on the question mark symbol near the notification icon in the top right corner.

  1. Next, Click on Get Support.

  2. Ask the Product team to enable the Person Account.

  3. Once Person Account is enabled in Salesforce, you will be able to capture B2C lead data.

Note: The Get Support feature is not available for the free developer edition. However, as an admin or Salesforce developer, you will be able to enable the feature from your client’s business edition.
The synergy between campaign management and
Salesforce consulting services holds the potential to revolutionize how businesses approach marketing and customer relationship management. By effectively strategizing and executing campaigns while harnessing the power of a tailored Salesforce CRM, companies can foster stronger customer connections, optimize their operations, and achieve tangible growth in today’s competitive landscape.

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