Marketing
Introduction
The Marketing application lets you create emailing and marketing campaigns. Once you've created your emailing template, and determined your target audience using the ability to filter your partners (i.e. third parties), contacts and prospects, you can send your emailings directly from the application, without going through an external interface.
Marketing campaigns can also be created and linked to your customers and prospects, enabling you to track results.
Campaign: a campaign is a set of marketing actions designed to promote your products/services. Axelor also allows you to create emailing campaigns and send them from the application.
Target list: list of prospects or customers to whom you wish to send your campaigns.
Campaigns: allows you to create and manage marketing and emailing campaigns.
Target lists: allows you to create target lists in your database according to criteria you have defined.
Configuration
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Campaign Types: displays the different campaign types and allows you to create new ones.
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Template: allows you to create email marketing templates.
Targeting
Create target files
Access: Marketing → Targets
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Give your target a name. Note that you can select to apply filters on partners or leads. Then you can refine your search by field to filter and an operator to indicate how to filter this field.
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Open filtered partners: once you have defined all your filters, you can click on the ‘Open filtered partners’ button.
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A new view opens, displaying all partners/contacts that match your search. You can also add additional partners/contacts manually. The principle is the same for leads.
You can add as many filters as you like to your search to refine the results.
When you create a marketing campaign and choose this target template, the results of your query will be updated automatically. You can also create targets directly from a campaign.
You can also create a target template directly from a campaign.
Create and plan marketing campaigns
Access : Marketing → Campaigns
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Give your campaign a name.
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Select a campaign type.
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Set start and end dates and select your previously created target template.
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A campaign can have different statuses: draft, planned, started, suspended, ended. It can be monitored either from a list or from a kanban view.
Allow the editing of the targets: once activated, the ‘Allow the editing of the targets’ button allows you to modify targets manually.
You can create campaign types (webinar, website, social networks, etc.) in the configurations.
Marketing actions
Access : Marketing → Campaigns
- Manage an event per target: the ‘Manage an event per target’ button is used to schedule sales actions: the event can be assigned automatically to the sales rep or team in charge of the lead/partner. In this case, tick the appropriate box. If the box is not ticked, you can select a team or sales rep manually. The aim is to schedule an event in the calendar of the people who are concerned by it.
Manage attendees
Access : Marketing → Campaigns
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Manage attendees: the ‘Manage attendees’ button lets you invite targets to an event and track their registration and attendance. First select your targets, then generate them.
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Results tab: you then have the option of inviting all your targets or just those you have selected. In the ‘Results’ tab, you can manually indicate which targets are participating and which are not, so that you can plan to send a reminder (provided you have created reminder templates beforehand, see the ‘Create personalised emailing templates’ feature).
Evaluating the impact of marketing campaigns
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Manage attendees: if the event is one in which people are going to take a part (like a webinar, a conference, a trade show, etc.), you can click on the ‘Manage attendees' button.
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In the ‘Results’ tab you can add the leads and contacts who attended your event, enabling you to assess the success of your marketing campaigns.
Email campaigns
Create personalised emailing templates
Access : Marketing → Configuration → Template
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The media type must be ‘Emailing’, and the template must be ‘Partner’ (for an emailing template aimed at partners) or Lead (for an emailing template aimed at leads).
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Then, in the ‘To’ field for recipients, you need to insert the formula $Partner.emailAddress.address$ if it's an emailing aimed at third parties, and $Lead.emailAddress.address$ if it's an emailing aimed at leads. This formula will automatically retrieve the email addresses from your target list for sending.
You can create different types of emailing templates: contact/partner, lead, customer reminder, lead reminder and then select them for an emailing campaign.
To send mass emails, you need to use a dedicated solution and configure an associated email account.
You can also configure mail templates.
Emailing accounts are configured in Application config → Message → Email accounts. You need to enter the required information to activate your email account: type of server, host, port, login, password, etc. This information can be consulted on your emailing service provider's website. :::
Send an emailing campaign
Access : Marketing → Campaigns
The principle is the same as for marketing campaigns, particularly for the choice of target. However, you need to tick the ‘Emailing’ box to define that this is an emailing campaign. Then you need to select your emailing templatel, and click on ‘Send’ to launch your emailing.
Other features
Automatically generate CRM events on targets
Access : Marketing → Campaigns
Select the relevant campaign, then click on the ‘Manage an event per target’ button. The ‘Event’ tab is then added automatically. The configured event is then generated massively for the campaign targets.
If you wish to generate events not for the target but for a specific sales team, tick the ‘Generate an event for the team in charge of the partner’ box.