sugar marketing training manual

7/30/2019 Sugar Marketing Training Manual

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SugarCRM

Leads and campaigns training

for

SalesAgility.com Ltd. SugarCRM Leads and Marketing Page 1


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INTRODUCTION........................................................................................................3

MAIN MENU..................................................................................................................3

MAIN MENU............................................................................................................ 4

HOME........................................................................................................................... 4

LEADS....................................................................................................................... 5LEADS MENU.......................................................................................................... 5

CREATE LEAD................................................................................................................5

CREATE A LEAD MANUALLY.............................................................................6

CREATE A LEAD FROM A VCARD.......................................................................7

SEARCH SIMPLE, GLOBAL AND ADVANCED SEARCH..............................8

IMPORT.....................................................................................................................9

MASS UPDATE...................................................................................................... 12

ASSIGN....................................................................................................................... 12

EXERCISE................................................................................................................. 13

IMPORT .......................................................................................................................13SELECT........................................................................................................................13

CHANGE STATUS.......................................................................................................... 13

ALLOCATE...................................................................................................................13

SELECT........................................................................................................................13

DELETE....................................................................................................................... 13

SELECT........................................................................................................................13

CHANGE LEAD SOURCE.................................................................................................13

EMAIL MARKETING CAMPAIGNS....................................................................14

CREATINGAN EMAILCAMPAIGN......................................................................................14

CREATE CAMPAIGN.......................................................................................................14CREATE A NEW CAMPAIGN..............................................................................16

DESIGNING A CAMPAIGN..................................................................................17

DESIGNING AND POPULATING A CAMPAIGN..............................................18

CREATING AND POPULATING TARGET LISTS............................................. 18

CREATING A TARGET LIST................................................................................19

DEFAULT.....................................................................................................................19

TRACKER URLS.....................................................................................................21

CREATE A TRACKER URL..................................................................................22

EMAIL MARKETING............................................................................................ 23

CREATING THE EMAIL MARKETING RECORD.............................................24

NAME......................................................................................................................... 24

THE EMAIL MARKETING RECORDCANNOTBESAVEDUNTILAN EMAIL TEMPLATEISASSIGNEDTO

IT............................................................................................................................... 25

CREATING EMAIL TEMPLATES........................................................................26

CREATING A TEXT EMAIL.................................................................................27

NAME......................................................................................................................... 27

USING TRACKING URLS IN AN EMAIL TEMPLATE......................................28

SENDING MARKETING EMAILS....................................................................... 31

IMPORTING DATA INTO A TARGET LIST.......................................................32



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INTRODUCTION

Once you have logged into the marketing system, this is the first screen thatyou will see:

Function Description

Main Menu Accesses all areas that develop, deliver andmanage marketing functions

Administration Accesses the marketing and email

administration functions. IMPORTANT: Somechanges to administration functions may haveprofound effects on the performance of thewhole application. It is essential thatadministration users confine themselves to theareas that they have been directed to use.



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MAIN MENU


Home Go to main marketing screen

Leads Go to the Leads management functions

Emails Go to the emails management functions

Campaigns Design, deliver and manage marketingcampaigns

Dashboard Go to the reporting functions



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LEADS

Clicking on the LEADS menu item in the main menu will take you to theLeads Management functions. This is a powerful part of the system and willallow you to manage, import, assign and search for leads. The main LEADSscreen looks like this:

Ob jec t2

LEADS MENU


Create Lead Create a new lead by typing the information

Create from Vcard Create a new lead directly from a vcard

Leads View, manage and assign Leads

Import Import leads from other applications such asspreadsheets



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CREATE A LEAD MANUALLY

Click on the Create Lead link to be taken to this screen:

When you enter a lead manually, you should enter as much information aspossible. This will help you to manage the lead once it is in the system.Important fields are Status and Lead Source. These fields can be filtered togive you a snapshot of activity and are also referenced by the Reportingfunctions in the dashboard.

By entering Lead Source description and Status Description information,you will also be able to pass important information to the salespersonassigned to follow up the lead. The more information that you can provide,the better a salesperson will be able to decide how to approach the follow-up.



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CREATE A LEAD FROM A vCARD

vCards are sometimes included with emails from users of Microsoft Outlookand other email applications. A vCard can be saved to disk and importeddirectly into SugarCRM.

The following screen is accessed by clicking on the Create from vCard link:

Click on the Browse icon to launch a file search window to find and selectthe vCard that you wish to import. VCard have a .vcf file extension.



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SEARCH SIMPLE, GLOBAL AND ADVANCED SEARCH

SugarCRM incorporates powerful and advanced Search functions. By default,Users will be presented with the Simple Search screen as illustrated below:

It is important to note:

1. The SugarCRM search wildcard is the percentage (%) sign.2. Searches persist between sessions. That means that the search that

you set up yesterday will still be there when you go back to Searchtoday. To clear the search information, click on the Clear button.

Typically, not clearing previous searches is the cause of being unableto find the information that you are seeking.

3. Using Simple andAdvanced searches will return information onlyforthe module from which it is executed ie. A search within the leadsmodule, will return information only about leads.

By clicking on theAdvanced link beneath the Search and Clear buttons,theAdvanced Search window will open. This offers much more control formore precise searching. TheAdvanced Search windows is shown below:

Where users are searching for information from many modules, using theGlobal Search field that appears on most SugarCRM screens, will deliverthis:

Results from Simple andAdvanced Searches can be exported by clickingthe Export link that sits above the check boxes. Results from GlobalSearchescannot be exported.



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IMPORT

Use import to populate SugarCRM with data from external applications.Typically, these will be customer data held in applications such as MicrosoftExcel and Outlook. You can import data into many parts of SugarCRM (Leads,

Accounts, Opportunities etc.). However, in order to Import, the data has to bein a format that is acceptable to SugarCRM. The acceptable formats areComma Seperated Values (.CSV files) and Tab Delimited Files (.TXT files).

You can save files as .CSV or .TXT from application such as Excel andOutlook.

You can also import data directly from proprietary CRM applications and afilter is provided for Salesforce.com data.

Clicking on Import will take you to the following screen.

Select an import format and click the Next button. For .CSV and .TXT files,this will take you to this screen.

Click on the Browse button to go to the file selection process and choose afile from your hard drive or network.

Once you have selected a file, click the Next button.



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You will then be taken to a screen where you match the data that you wish toimport, with the appropriate SugarCRM fields.

You can choose to save your import as a Custom Mapping, which you canuse time and time again if you are importing files that have an identicallayout.

Once you are satisfied that your Import layout is correct, then click on theImport Now button. Dont worry, at this point you havent imported

anything . You can clickImport Now without SugarCRM committing any ofthe data to the SugarCRM system.

Note: When importing into Leads you must import a name for your Lead.



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You will then be taken to the screen illustrated below that show the Importresults.

Note: Clicking Finished commits data to SugarCRM and should not be doneuntil you are confident that the data is in the format that you require.



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MASS UPDATE

You can use the Mass Update feature to do the following:


Assign Allocate the one or more Sales leads to aparticular person, select the Leads asillustrated below, select theAssigned to:person from a pop-up menu and click onUpdate

Delete Delete one or more Leads select the leadsand click on Delete

Allocate a Lead Source Assign a lead source to one or more Leads,select the Leads as illustrated below, selectthe Lead Source from the drop down menuand click on Update

Change the Status Change the status of one or more Leads.Select the Leads, the select the new Statusfrom the drop down menu and click onUpdate



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EXERCISE

Login using the TRAINING account no password is required

In the My Documents folder are two files:

DEMO DATA ONE.CSVDEMO DATA TWO.CSV

Task Outline

ImportDEMO DATA ONE

Use the Leads>Import function to import allthe data from this file. Before you do, notethat you will be asked to create a custommapping in the next step.

Create a Custom Mapping During the import of DEMO DATA ONE, createa custom mapping so that you can reusethese settings.

Import from CustomMapping

Using the custom mapping you saved above,import the data from DEMO DATA TWO

Sort 1 Sort the data into various views by clicking on

the data header up and down arrows.Sort 2 Sort the data into Account Name (A first)Select Select the first 10 names on the listChange Status Change the status to Assigned

Allocate Allocate to SalesSelect The next 10 names on the listDelete Delete theseSelect The next 10 names on the listChange Lead Source Change the Lead Source to Website

Stop and review



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EMAIL MARKETING CAMPAIGNS

SugarCRM Closed loop campaigns enable you to gauge the effectivenessof campaigns by tracking who you targeted with an email campaign, who

opened the email, who clicked through the email, which leads were generatedby which email campaign and which leads converted into Closed Wonopportunities.

Clicking on the Campaigns menu item will bring you to this screen:

The next part of this training course will focus on creating an email Campaign.

Creating an Email campaign

There are a series of logical steps to creating an email Campaign:

Step Description

Create Campaign You will need to create a new Campaign orselect from a pre-existing Campaign

Create a Target List A Target List is the name of the list of peoplethat you will be sending emails to. You caneither create a new Target List, or select froman existing List.

Populate Target List If you are creating a new Target List, youneed to add the names and email addressesof all the people that you will be sending theemails to.



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Step Description

Create an email template Create the email that you are going to send tothe Target List in this Campaign.

You can create:

1. An HTML (Hyper Text MarkupLanguage, the simple page descriptionlanguage used by Web pages) emailwith colours, images and text

2. A Text email a simple text basedemail with no colours or images.

3. An HTML email with a fallback Textemail for recipients who are eitherunable to receive HTML, or havedisabled HTML in their emailprogramme.

For the purposes of this training, we are going to:

1. Create a new Campaign2. Create a new Target List3. Populate the Target List from an Excel spreadsheet4. Create an HTML based email with a Text alternative5. Schedule the Campaign6. Execute the Campaign7. Monitor the Campaign8. Progress and allocate Leads depending on the outputs from the

Campaign



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CREATE A NEW CAMPAIGN

Click on Create Campaign and the following screen will appear:

Use the Start and End date to specify Campaign occurrences. Please note

that these dates do notaffect the execution of a Campaign. Similarly, use theStatus as an indicator rather than as a setting that will affect the executionof the Campaign. These are all useful field for reminding, prompting andsearching and should be used where applicable.

Select Email from the Type Drop Down list.

Input the Campaign Objectives and Description and any budgetaryinformation where appropriate.

Finally, if you are creating this Campaign for another person within theorganisation to execute on, thenAssign To is a search and select functionfor identifying the person who will deliver the Campaign.

Finally, Save your new campaign.



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DESIGNING A CAMPAIGN

Click on the Campaign Link in the main or top menu

Clicking on Campaign will take you to the Campaign Home screen asillustrated below:

Select the Campaign that you wish to work on by clicking on the relevantentry under the Campaign Column.



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DESIGNING AND POPULATING A CAMPAIGN

Once you have selected your Campaign, you will be taken to the Home pagefor that Campaign. From here you can create the Target Lists, TrackerURLs and the Email Campaign. The Campaign Home page is shown below:

CREATING AND POPULATING TARGET LISTS

To Create a Target List, click on the Create button that you can see onthe screenshot welow (Just below Target List) or click on Create TargetList in the Main Menu.

If you want to work on an existing Target List, simply select it from the listof existing Target Lists by clicking on the name of the list that appearsunder the Target List heading.



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CREATING A TARGET LIST

Click on Create on the Target List subpanel, or on Create Target List inthe main menu.

Give the Target List a name. Note This is a compulsory field as indicatedby theRED STAR *.

Select a Target List Type from the drop down menu. Note This is acompulsory field as indicated by theRED STAR *.

Target List Type Description

Default Targets that will be tracked during theCampaign

Seed Use seed lists to manage who will preview the

email campaign without impacting thecampaign metrics

Suppression List Use suppression lists to filter out specificemails from a target list

Test Targets that will be included in the Campaignand will affect the campaign metrics

Name your Target List, select the Target Type, Assign to the person who

will populate the list and enter a Target List Description.

Once you have completed that, click on the Save button. You will then betaken back to the Campaigns Home screen for the Campaign that you areworking on.The Target List you have created can be found in the Target List subpanel.

Click on the Target List you have just created to be taken to the TargetLists screen.



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You can now populate the Target List from either of the three optionsshown:

Targets

Leads

Users

Click on the Select button to open a popup window containing all the Leads,Targets or Users that are currently on the database.

Click on Select from the Leads subpanel. Then sort and select ten Leads tobe included in the campaign list. Once you have selected the Leads, they willappear in the Campaign Leads list.



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TRACKER URLs

Tracker URLs do as the name suggests, they are embedded in the email andallow SugarCRM to record when an email has been opened and when anylinks in the email have been clicked.

To generate a Tracker URL, click on Campaigns, then select the Campaignthat you wish to generate Tracker URL for by clicking on the Campaign namelink.

This will take you to this screen:

You need to create a Tracker URL for each Web address that you wish tomonitor click throughs for i.e. each click through to the survey, each clickthrough to opt-out, each click through to the Teknek Website.



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CREATE A TRACKER URL

Click on Create button on the Tracker URLs subpanel and complete asdetailed here:

Click on Save.

You will then be taken back to the home page for your Campaign. TheTracker URLs that have been created for the campaign are shown asdetailed here:



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EMAIL MARKETING

So, now we have created a Campaign, created and populated Target Listsand created the Tracker URLs, we now get down to the serious business ofcreating the Email Marketing component.

And, dont worry, were nearly finished.

Click on Create button in the Email Marketing subpanel at the bottom ofthe Campaign page:

Note: From the nextscreen onward you needto take great care. Youwill be setting the date

and time for the emailcampaign to be launchedand the emails to be sent.

It is extremely importantto note that every timethe Email Marketingcampaign is Saved andthe start date is in thepast, that emails will be

queued for delivery.

This could result induplicate emailsinadvertently beingdelivered.



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CREATING THE EMAIL MARKETING RECORD

Once you have clicked on Create, you will be taken to the Marketing RecordScreen:

Due to the importance of this screen, we will go through the fieldsindividually:

Field Name Description

Name The red star * indicates that this is acompulsory field. Enter a referenceable namefor the Marketing Record.

Status The possible states are shown here:

It should be noted that theActive and Inactive

options are primarilyindicatory.

If the Marketing Record isSaved and the date and time are in the past,emails will be queued for despatch, even if thestate is set to Inactive.

Setting the state toActive, will have theeffect on triggering the Status Monitoringof the Campaign.

Use Mailbox This mailbox will be created by the SystemAdministrator and is the mailbox where allundeliverable email (bounces) will be sent. Ifthere are no mailboxes in the dropdown list,contact your system administrator.

From Name By default it takes the same name of theMailbox but you can change it by over writing.

Start Date and Time Until you are ready to run the Campaign andsend the emails, it is safest to set this date



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and time a year or two in the future.

Once you are satisfied that your campaign isready to be executed, then edit this field andset it to a date and time that is appropriate.

Email Template You can either select from an existingtemplate, or click on the create link to createa new template. See the section on creatingemail templates for further information.

Send this message to Select from the Target Lists in the smallwindow, or click the all Targets in theCampaign box to select all the Target Lists.

The Email Marketing Record cannot be saved until an Email Template isassigned to it.



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CREATING EMAIL TEMPLATES

Clicking on Create Email Template in the Campaigns Main Menu will takeyou to the following screen:

If you wish to create an HTML Email, then click on the small arrow beneaththe Subject field as illustrated above. The HTML enabled template looks likethis:

By allowing the cursor to rest on the individual icons, a small pop up windowwill appear that explains what each icon does.



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CREATING A TEXT EMAIL

Click on Create Email Template as described in the previous section.

Enter the following information into the appropriate fields:

Field Name Field Entry

Name Training Campaign

Description An email for the Marketing training days

Subject Welcome to my first email

Then type Dear into the large Text area beneath the Subject field:

From the Insert Variable Dropdown menus, selectContact/Lead/Prospect in the first, left hand box. Select Salutation fromthe second box and $contact_salutation automatically pops up in thethird, then click on the Insert button.

You should have a screen that looks like this:

Next, type a space after the $contact_salutation in the large text box andselect Last Name from the middle dropdown menu. Press Insert. Then

insert a new line into the text area by pressing Return. Copy and paste thefollowing text into the new line in the large text area.

As one of the worlds leading experts on the art of using email campaigns, Ihave great pleasure in introducing you to this, my latest and possibly greatestemail.

Kind regards

Jenni



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Click on the Save button to save the Email Template. You can view it byentering the Emails menu and clicking on Email Templates.

USING TRACKING URLs IN AN EMAIL TEMPLATE

Click on Campaign in the main menu, then on the Campaign that youcreated as shown in the Campaign List:

Scroll to the bottom of the screen and click on Create in the Email Marketingsubpanel.

Complete the information that was discussed in the previous section. Thenselect the Email Template that you just created. When you do, the option toedit the template appears. Click on Edit. This is where you add TrackerURLs.



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Clicking on Edit will launch a new window with the contents of the EmailTemplate that you created. The window also contains new commands forinserting Tracker URLs.:

Create a new line after Jenni (at the very bottom of the Email).

Place the cursor on the new line then select Opt-out: removeme.php fromthe Insert Tracker URL (as shown above).

Click on Insert URL Reference button. Your screen will now look like this:

Drag your cursor over the Default link text so that it is highlighted, thentype Remove me from future mailings.



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Create a new line under the Remove me from future mailings line.

Select Customer Survey Tracker from the Insert Tracker URL dropdown,click on Insert URL Reference.

Drag the cursor over the new link and type Please participate in ourcustomer survey and win a Mars Bar.

Click on the Save button.



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SENDING MARKETING EMAILS

During the creation of the Marketing Record, you were advised to set thedata and time for sending emails to a distant date and time in order toeliminate emails being sent erroneously.

Go to the Marketing Record and apply a date and time that areappropriate.

Then click on Save.

The emails will be despatched for execution on the date and time specified inthe Marketing Record.

Congratulations, you have just created your first email campaign.

The process, whilst feeling complex, can be broken down into a relativelystraightforward sequence of events:

Create an Email Campaign

Import Lists

Create Target List

Select targets from leads, contacts, users

Create email template

Assign launch date to marketing record

Launch campaign



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IMPORTING DATA INTO A TARGET LIST

Make sure that the Target List that you wish to Import into has already beencreated for that Campaign.

Go through the TargetImport process as outlined previously, mapping datato SugarCRM fields. Click on Import Now.

You will then be taken to the following screen:

To add to a specific Target List, click on theAdd to Target List button asshown above.

A PopUp Window will appear with a list of all available Target Lists. Select

the appropriate list by clicking on the list name:



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The following window will then appear:

Click on Finished to import to the specific Target List.

You will be taken to the Target Home page and be presented with a list ofimported Targets:

Return to the Home page for you Campaign (click on Campaigns andselect from the list ofCampaigns).

Click on the Target List that you imported the data into to see the list of allTargets within that list.