Dynamic Targeting using SFDC Objects

Inside Salesforce.com lies a goldmine of data that you can use to build account based marketing programs that truly make an impact.

In this article we'll look at leveraging the Contacts and Opportunities objects within Salesforce.com to identify key accounts to target.

Document Outline

The Contacts Object

Accounts are companies that you're doing business with, and contacts are the people who work for them. Accounts and contacts are related to many other standard objects, which makes them some of the most important objects in Salesforce. With our Salesforce.com integration module, you can leverage all of the standard and custom fields that exist within your Contacts object.

When we build programs, we need to identify the account, but your Contact's fields are a great place to identify accounts to engage with your media message. Leveraging the relationships your team has built with the key contacts can guide your programs towards success.

Use Cases for the Contacts Object

Identify accounts from contacts that actively and frequently converse with your sales team.
Identify accounts from contacts that have recently joined your target account.
Identify accounts from contacts that recently engaged with your nurturing activities.
Identify accounts from contacts that have been attending your events.
Identify accounts from contacts that have been generated via specific lead sources.

Below are examples of a few fields from the Contact's object you can leverage for account selection. Please note that your company's Salesforce.com fields may differ from this example. The concept behind this is to utilize the rich information your company may already have on your contacts.

Once your Salesforce.com integration is complete, your ML team can now build programs leveraging this data.

For more information about the Salesforce.com Contact object please visit this page.

The Opportunities Object

Here we'll find accounts to target based upon their opportunity stage. This information is pulled from the Opportunities object within Salesforce.com. The core benefit of targeting accounts based upon opportunity stage is the ability to align a specific media message to each opportunity stage. A target account that may be further along the buying process with your sales team should receive a different set of ads and content than another account that may be in an earlier stage.

This approach enables you to segment your opportunities based on any field that exists within your Opportunities inside Salesforce.com.

Use Cases for the Opportunities Object

Target accounts within specific sales territories
Target accounts of certain deal sizes
Target accounts likely to close within the current fiscal quarter
Target accounts in each stage of the buying process

Tip: When you target accounts that are within certain opportunity stages, make sure to align content and ads appropriate for the stage you select.