Salesforce Certified Sales Cloud Consultant – Marketing And Leads

1. Managing Leads and Campaigns

Let’s get started with the Leads and Marketing section of the exam guide. So basically, leads are your prospects for your company and your organization, which are separate from your contacts and opportunities in your sales force. And after you’ve qualified your lead records, you can convert them to contacts, accounts, and opportunities with a single click in your lead record. And leads are something that is mostly used by the marketing team of your organization, which creates lead records in the salesforce depending upon outbound or inbound leads. And there are various statuses for a lead, such as “working qualified,” according to the various stages. The user can then choose which stage the record is in and update the record as needed. But in this section, I’m going to focus more on a related object of leads called campaigns. So here I am on the lead-related list, the page layout of the lead, and I have already added the campaign history-related list to my lead object, and you can simply add campaigns as well to your navigation bar. Simply save, and the campaigns will be added. Once you go to the campaigns, the marketing user can basically add a campaign or create a new campaign in your salesforce for your users so that whoever is creating a lead in the system can then add a campaign associated with that lead. Campaign is used to manage outbound marketing campaigns with direct mail programs, seminars, ads,  emails, and other kinds of marketing collateral. You can even organise your campaigns into hierarchies for easy analysis of what works best for your company and how to increase sales. So here I have created a demi-campaign record and filled in the type, start date, end date, and expected revenue. You can fill in all of these details if you’ve already created a campaign; as you can see on the related list, there are multiple options. You can add opportunities to a campaign; you can add leads; simply click on the “Add leads” button, and you can simultaneously on this single page add multiple leads to this campaign. When you add a campaign, you’ll notice that a graph is created here to make it easier for anyone viewing this campaign to see what’s been going on and how many leads are there under this campaign. So you can easily go to the lead record through this lookup on the campaign page, and on the lead record, as you can see on the related list, campaign history, you can see the added campaign here. You can easily add another campaign from the related list on the lead page only.

2. Lead Scoring

Let’s talk about lead scoring in Salesforce. So, lead scoring is used by many organisations to see the likelihood of a lead becoming a contact account and an opportunity in their system. The higher the number on the lead score, the more likely it is to be a customer for your organization. So you can set up lead scoring in Salesforce by creating a custom lead in your Lead object. But as you can see on the screen, I have some various scoring fields here. For example, a risk or lead quality data score Some are standard fields, some are custom. You can create your own lead scoring field with any name you want. And if I go to the Object Manager fleet and search for Score, As you can see, three score fields are here: data quality, lead quality, and risk score.

This data quality score, for example, is a formula field that checks if the first name, last name, and many of the fields of the lead are filled in or not and calculates the lead score depending on the number of fields and the amount of information a lead has on our future customer. So similarly, you can create your own lead scoring. Here. I am creating a new custom field for our score. Simply go to the new field and select the “number” option. Then you can add any field label you want for your lead score. I’ve added the lead score as the custom field label. Then click on Next, and add this number field to your record page there. The users can then manually enter the lead score in your Salesforce. Though adding a manual entry in this field is not something that I would recommend because you need to have common criteria for each and every lead, And, because not all salespeople or marketers use the same set of criteria, each individual in each team uses a different set of criteria, which can have a significant impact on the overall data quality of your lead.

So it’s always better to have a certain formula in your sales force to calculate the lead automatically when a lead is entered in the system, depending on the fields, the values in the fields, the blank values in the fields, and everything else that can affect the knowledge of that lead. so that common criteria can be chosen. And it will really help you when you are creating reports on leads in Salesforce so that you can actually have a common ground to see which leads have a higher chance of becoming part of a future pipeline.

3. Maintaining Lead Data Quality

So let’s take a look at another lead use case where we want to make a field required whenever a lead is about to get converted. So converting a lead is fairly simple; you can simply click on the convert button that appears on the lead page, and a lead gets converted into a contact and an opportunity. Now our use case is that the lead conversion should be restricted by the salesforce force if the industry field is blank. So similar to the previous condition where we checked if the phone field was blank depending on the status of the lead, we are now checking if the industry field is blank before the lead is converted in Salesforce.

So we are going to create a new validation rule, and I’m going to name this validation “industry mandatory on conversion,” and I’m going to add a small description “industry field required before converting the lead.” So again, there are two fields with which we can work in our formula. So the first is the industry field, which is a picklist field, and the second is either the status field of the lead or another standard field. So “closed” is a checkbox standard field, and whenever a lead is converted in salesforce, the standard checkbox lead is automatically set to true by salesforce itself. To determine whether a lead is being converted, use the Is converted lead (simple checkbox) field. So first, we need to check if the industry is blank. So both of these conditions need to be evaluated as true simultaneously for a validation rule to be evaluated as true. So hence, we are going to again use the and function to check if both of these conditions are set to true.

So the first condition is to check if the industry field is blank. I am again going to use the ISBAN function, and I’m going to enclose our industry field with the ISBAN. Then Is Converted is a simple checkbox field whose value is set to true whenever we convert a lead in Salesforce. So whenever the user clicks on the “convert button, the salesforce will try to change this field’s value to true. And in our validation rule, we already added this criteria: that the IS converted should be equal to true.

So, whenever you use a checkbox field in Salesforce, by default, if you simply enter the APIname of the checkbox in the formula without entering “equals to true,” Salesforce checks for its true value, so you don’t have to write “Is converted is equals to true.” So as you can see, the is blank function is creating an error in my syntax. Since industry is a pick list field, we either need to use the text function or we need to use the aspic valve function. So for the text function, you can simply enclose the industry field in the text function, and then once you check the syntax, you will not get any errors. Another way of doing it is to use the SPIC valve function and check for the blank value in this pick list. And let’s simply add an error message here.

So I’m going to write, “Please select industry before converting the lead,” and I’m going to show this message on the industry field. So this is our validation formula. So the first condition is checking if the industry field is blank, and the second is checking if the converted value is equal to true. So now that we have created a validation rule, it’s time to test it out. So I’m in my lead record, and here the industry field is set to blank, so let’s try to convert this lead. So when I click on “convert,” as you can see, there’s an error message that’s popping up at the top of the screen that says, “Please select industry before converting the lead.” So both the conditions that we have added inside and the function have been evaluated as true since the industry field is blank and the salesforce is trying to set its converted field to true. So that’s why our validation rule formula has been set to true and the user is met with this error. So let’s add value to this industry, and let’s try converting a lead again. Now this time when I convert, this should allow us to convert a lead, and when I click on convert, as you can see, our lead has been converted into an account, contact, and opportunity. So this is how you can create a validation rule on the lead object, specifically restricting users from converting a lead unless they add certain data points to the lead form. You.