NetSuite for Marketing – How to Manage Campaigns

Currently, there is a huge free tools offer that allow marketing automation. The problem is you end up having to manage multiple apps, access codes… and find time to unify the information into a single report and be able to measure results. More than that, you end up managing marketing in isolation, without linking it to sales, customer service…, so, to know return on investment, conversion from lead to customer or LTV (lifetime value) requires crossing different databases, increasing errors and time loss.

Marketing in the Business Strategy

Advantage of using NetSuite’s marketing automation is it does not require time to get report and insights, and all information is managed from a single system and a single database, giving you traceability of your contacts, from lead to client. Know what actions have better results, customise marketing and offers to customers, providing a powerful tool to your sales force to convert and manage cross-selling and up-selling.

In the sales funnel, we can distinguish two types of fundamental metrics. On the one hand, we have the marketing ones and on the other, their contribution to the company. Marketers usually tend to focus in marketing metrics showing progress and improvement, but no matter how impressive they may be, if they do not convert, they are just smugish metrics. Marketing must actively contribute to improve the sales funnel, not just attract visitors or improve time on page.

From marketing perspective as a tool to support the business strategy, we must design a plan that allows us to meet company goals. My recommendation is to start building marketing objectives in reverse.

Over-simplifying, suppose a B2B company, with a sales target of 15, a 1/20 conversion ratio from lead to customer, 3/1000 of impressions that show interest, of which 5% request more information or a demo. We would need 2 million impressions to obtain the expected results.

Cost per client depends on type of product/service, product margin, etc. Based on the customer acquisition cost, or estimated lead cost, we can determine the necessary budget and design the appropriate marketing actions according to the audience you want to contact.

Marketing Automation with NetSuite

In NetSuite, you can register, manage and control results of different marketing initiatives, both online and offline. You can create and send email marketing, send promotions and manage advertising campaigns.
NetSuite also lets you know your lead source, including which keywords have best return, or the return of a purchased list. In short, it provides all the tools and reports to manage and evaluate from a single system, all marketing related data important to your company.

Campaign Categories

Campaign categories represent the highest rank in campaign reports. Marketing campaigns are grouped into categories, depending on their type. By default, reports are grouped by category.
NetSuite has predefined categories and subcategories:

  • Lists
    • Direct Mail
    • Email
    • Phone
  • Print
    • Magazine
    • Newspaper
  • Online
    • Paid Keyword
    • Natural Keyword
    • Online
  • Broadcast
    • Radio
    • TV
    • Webinar

Personally, I do not like it. I consider these categories and subcategories, by default in NetSuite, channels. Marketing campaigns should be comprehensive and include several channels to maximise impact.
As we have seen in the previous table, depending on the type of audience and their “information needs” the campaign categories would be:

  • Institutional / Branding
  • Product (different according to the life cycle)
  • Educational
  • Promotional
  • Social
  • Sponsorship
  • Co-marketing
  • BTL

The good thing about NetSuite is you do not have to adapt. You can

Configure your own categories:

  1. Go to Settings> Sales and Marketing Automation> Campaign Management> Campaign Categories> New
  2. Write the name of the Category
  3. If it is a subcategory – i.e. product launch would be a subcategory of a product campaign – indicate the category on which it depends
  4. Select the source that will be assigned by default if there is no other source associated with the lead.
  5. If you want the category to be visible to your customers – for example, when filling out an online form -, select “Available Externally”
  6. Save

Create a Campaign

Campaigns are “containers” that include all the relevant information to the marketing effort. You must set: the campaign time, dates in which it must be activated, target, cost and all important aspects.

To create it, go to Campaigns> Marketing> Campaigns> New.

In the Primary Information block

Enter a campaign ID. You can either generate it automatically, or create your own. For example, a seasonal campaign with a promotion: “Spring Promo’18 – 20% online discount”
Campaign IDs are very useful when identifying actions, especially if they are similar.

  1. Enter a campaign title.
  2. Select the category to which it belongs.
  3. Assign a responsible person. It will be the person who will receive the email confirming that the actions have been activated.
  4. Select a campaign start and end date.
  5. In the Base Cost field, enter the cost. In my case, the expenses in creativity/design go in this section. You can load the specific cost of the media -channel- in the Other Events section. The Total Cost field shows the sum of all the costs of the different events plus the base cost.
  6. In Expected Income, enter the expected return.
  7. If it is an online campaign, enter the URL of the landing page or the customer form associated with the campaign.
  8. Enter a description.

In the Related Information block

  1. In the Vertical field, select the sector, if any, to which the campaign is directed.
  2. Select the product/service associated with the campaign.
  3. Check the promotion, if any, associated with the campaign.
  4. Choose the audience in the Audience Description field

Save
You already have your “container” created. Now you can configure the different actions, keywords, add files and other related information.

 

 

Converting Campaigns

In this next part of our guide, we will specify the different actions and events which can be included in a campaign and how to measure them. For example, in a seasonal campaign with a promotional offer, we can do email, online advertising, at the point of sale, SMS, etc.

Each of the actions will have its own cost, target audience -clients and non-clients-, metrics… so it is advisable to differentiate the actions in order to obtain ROI information or determine which channel works best.

Campaign Actions

We use the “Events” tab when a marketing campaign has different actions and/or channels. Depending on the type of action, tracking will be done in the sub-tabs of Email, Direct Mail or Other Events.

You can schedule the date and time of the launch of a campaign and tracking. SEM campaigns are treated differently, which we will discuss in another article.

Channels

NetSuite has predefined channels: direct mailing, email, lead nurturing, telephone, printed advertising and others. Again, in this case, we are not contemplating the SEM, which is separate from these events. We have already said that its treatment is different, but if you are curious, you will find it in the Keyword tab:

 

The tracking of different actions for different channels is done in the events tab, each is done separately.
A user with Administrator permission can create new channels by accessing: Setup> Sales and Marketing Automation Campaign Channels> New.

Status of the Actions

You can follow the progress of a campaign in the Status field. Which can be:

  • Not Started – For actions that are in their early stages.
  • Planning – Indicates that the action is being prepared and is not yet complete.
  • Execute – Marks the start of the action on the selected date and time. In the case of email campaigns, it will indicate the date and time sending of the campaigns will be activated.
  • Sent – Indicates that the campaign has been activated. In the case of emailing it means that the sending has been completed and the status change is automatic once NetSuite carries out the sending.
  • Failed – Error. Indicates that the emailing has not been sent. It could indicate that the maximum number of monthly sends has been exceeded. Other reasons may be errors in the email addresses or the recipient’s servers.

Start of Actions

Once the different actions/events have been created, the campaign can be executed.
Mark an action for executing:

  1. Edit the campaign you want to launch.
  2. In the Events tab select the event.
  3. In the Status column, select Execute.
  4. Mark the start date and time. Attention, if you try to make a change on the same day that the start is scheduled, the system will not allow it.
  5. Click Add / Edit.
  6. SAVE.

In the case of email campaigns, once sent, you will receive a notification indicating that the action has been executed and the status will automatically change to Sent.

Schedule Campaign Actions

The campaign actions are individual. For example, a campaign may include different actions: print ads, email to customer database and an online banner.
To schedule actions:

  1. Select the Events tab within the specific campaign.
  2. Choose the Channel for this action. Remember that we have said that there are 5 channels by default, but you can customize and add others.
  3. In the Public (Target Group) column, select the target audience.
  4. If you are creating an emailing or direct mailing action, select the template in the Template
  5. Select a Title for this action.

The Subscription column is the one that guarantees that you are complying with the GDPR. Do not forget to select only the users who have authorized you to send marketing campaigns.

  1. In the Channel column, choose the appropriate one for this action.
  2. Set the cost of the specific action. We already commented in our previous article that the individual costs of the actions will be added in the Total Cost field of the “campaign file”, in the “Main Information” section. In my case, the costs of creativity are included in the section “Base Cost”, and the adaptations according to the action are included in the cost of the same. By entering the cost of the campaign you can measure the return (ROI) of both the action and the campaign.
  1. Select the Status – we have already discussed the differences.
  2. Schedule the action.
  3. Leave the Internal ID field empty. When saving the campaign, a number will be assigned automatically. This identifier will allow you to track the response.
  1. Click Add.
  2. Repeat these steps for all the actions you want to schedule within the campaign.

Campaign Metrics

The metrics that NetSuite offers by default are multiples, allowing analysing the effectiveness of the campaigns both based on lead generation and its transformation into sales, but you can define your own reports based on the KPI you want to control. You can access the reports in the Marketing section under the heading Reports.

Track Campaign Revenue

When you select or assign a campaign in the Lead Source field in a transaction, your revenue is linked to the campaign.

For leads and commercial transactions manually loaded into the System, I recommend that you establish a default Source. Go to Setup> Sales & Marketing Automation> Set Up Marketing.

 

You can choose:

  • First Campaign Sent – Select the first campaign that was sent to the client.
  • Most Recent Campaign – Select by default the last marketing action received by the client.
  • First Campaign which has responded– The first campaign that triggered customer feedback.
  • Most Recent Campaign which has Responded– The latest action with feedback.
  • Based on the Source – The Source that has generated the lead.

By default, the System is assigned its classification by the source of the lead. All activity that is generated online will automatically assign the source. In the case where a lead enters through another channel, such as the telephone, it will be necessary to assign the source manually when the new contact record is created.

Cost and ROI

The Return on Investment (ROI) is calculated by the difference between the cost of the campaign and the income it generates.
When the campaign is created it is necessary to enter the Base Cost. If the campaign consists of different actions, the cost of the individual actions will add up in the Total Cost field.
Once the orders are generated, sales revenue will be linked to the campaign. ROI divides revenue between cost.

If you enter the report tab and select marketing, you will see there are preconfigured reports. They can be modified according to your preferences or create new ones. See our article on how to customize KPIs and reports if you want to generate your own.

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