Building programs using the Contacts object from Salesforce.com

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 object within Salesforce.com to identify key accounts to target.

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 can leverage 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 we can now build programs leveraging this data.  Here is an example of identifying accounts where the contacts were recently created in the last 30 days.  This example program was created on June 30th, 2017 so our look back window is May 31, 2017:

We can also leverage multiple fields within the Contact object to craft extremely precise programs.  In the example below we are identifying accounts from contacts that are located in three cities in the Northeast US (Boston, New York, Philadelphia), has a Marketo Lead Score greater than 75, and the last activity with the contact was in the last 2 weeks.  Please note that m is a custom field that was added to the Salesforce.com Contact object.  

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