Marketing Cloud

The Marketing module lets you plan campaigns, enroll the right leads and contacts, track who engaged, and prove the ROI to sales and finance.

What's included

A typical campaign life

Planning ──► In Progress ──► Completed
              │
              ▼
       Enroll leads/contacts ──► Track responses ──► Convert to opportunities

1. Planning — define the campaign, budget, expected revenue, target audience.
2. In Progress — launch the campaign; the system bulk-enrolls the target audience as campaign members.
3. Track engagement — members move through Sent → Opened → Clicked → Responded → Converted.
4. Completed — campaign ends; metrics are snapshotted (sent, responded, converted, ROI).
5. Attribute revenue — opportunities linked to the campaign roll up into the campaign's actual revenue.

What the system does for you

• Automatic enrollment — when a campaign moves to In Progress, a scheduled flow bulk-enrolls members matching your target audience.
• Automatic status updates — opens, clicks, bounces, unsubscribes update the member status as engagement happens.
• Automatic completion — campaigns whose end date passes are auto-marked Completed at 2 AM daily.
• Budget warnings — if actual cost exceeds the budgeted cost, you get an over-budget warning.
• ROI rollup — the campaign's actual revenue is the sum of related opportunity revenue; ROI = (actual revenue − actual cost) ÷ actual cost.

What you can run

There are 8 campaign types out of the box:

• Email (default) — newsletter blasts, drips, nurture programmes
• Webinar — virtual events with registration tracking
• Trade Show — in-person booth presence
• Conference — speaking slots, sponsorships
• Direct Mail — physical letters and packages
• Social Media — paid or organic social campaigns
• Content Marketing — blog, ebook, whitepaper offers
• Partner Marketing — joint campaigns with channel partners

And 5 primary channels: Digital · Social · Email · Events · Partner.

How marketing connects to sales

Every opportunity has a Campaign lookup field. Whenever sales closes a deal that came from a campaign, the system attributes the revenue back to the campaign. This means:

• Marketing can prove ROI — "this $500K deal came from our March webinar."
• Sales sees campaign context — when a rep opens a lead enrolled in a campaign, they know the talking point.
• Forecasts can predict — campaigns that historically convert at 3% can be modelled into the pipeline.

Standard reports

• Lead Inflow (by Month × Source) — where are the leads coming from?
• Campaign ROI (via campaign list views) — actual revenue vs. actual cost per campaign.

See Analytics › Reports.

Where to find things

In the Enterprise CRM app, the Marketing group contains:

• Campaigns

Leads enrolled in campaigns are accessed from the campaign detail page or via global search.

Start here

• Campaigns — the campaign record.
• Campaign Members — the people enrolled.