Optimizing Salesforce lead marketing is pretty straightforward since all of the criteria, like Title, Industry, or City/State are all on one page. This allows for easy filtering when adding them to a Salesforce campaign. You can even filter on custom picklists or other fields. But what about marketing to existing Salesforce accounts and contacts? How do you market to them?

Your Salesforce account and contact database can be a wealth of potential for up-sells, new product purchases, or even re-engaging with lost accounts. To make the most of these, you need to have a clear idea on how you want to specify accounts in Salesforce so you can target your contacts properly.

Proper utilization of the Salesforce Account “Type” field is a must. This allows you to segregate your vendors, partners, resellers, and customers. Using the Opportunity “Contact Roles” related list is also a prerequisite as it allows your opportunities to be related to contacts and is also used in campaign influence reporting.

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In part 3, we covered creating Salesforce Custom Links, naming your links, and directing your links to the information you want to see.

Part 4 will conclude the series by covering the steps to check and test your Salesforce Custom Links.

Checking your Salesforce Custom Links:

You can check the syntax if you like but you should not have any errors. The “Preview” button will not work since we are not on an Account page so go ahead and use the “Save” button. You will get a pop-up with a caution message. Go ahead and click OK because this is our next step. Once saved, you now have a “Window Open Properties” button. Feel free to click it and check out the options. Once we have the Custom Link on the Account page, you may want to come back here to adjust the window properties to your satisfaction.
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