Published at: 2026-09-17
Campaign overview
Learn how Campaigns support acquisition and capture Sales Leads.
Overview
Campaigns record your company acquisition activities. Common scenarios include trade shows, search keyword campaigns, and Promotion Activity.
After Campaign data is captured, your company can analyze Lead Quantity and Sales Lead conversion. You can also compare campaign costs to evaluate acquisition quality.
Key concepts
Campaign
A Campaign records one specific marketing activity. It can include the campaign goal, status, owner, and Related Teams.
Campaigns are commonly used for trade show promotion, search keyword campaigns, and Promotion Activity.
Campaign Members
Campaign Members record the people or companies that participate in a Campaign. Later Sales Lead follow-up and campaign performance analysis depend on complete member data.
Sales Lead
A Sales Lead is an important result captured from a Campaign. After users assign, follow up with, and validate the lead, they can convert it to an account, contact, or Opportunity.
Campaign performance
Campaign performance is usually evaluated by the number of Lead Quantity and conversion results. In the source example, trade show lead conversion is 2%, and product promotion lead conversion is 5%.
When you analyze campaign performance, also consider the actual campaign cost.
How it works
- A marketer creates a Campaign.
- Users collect Campaign Members or potential Sales Leads.
- The system or users capture valid information as Sales Leads.
- Sales reps assign, follow up with, and validate Sales Leads.
- Mature Sales Leads are converted to accounts, contacts, or Opportunities.
- Managers use reports to analyze the Sales Lead conversion process from Campaigns.
Use cases
| Scenario | How to use it | Key metrics |
|---|---|---|
| Trade show promotion | Collect customer interest and Contact Information in bulk. | Lead Quantity, conversion rate, and cost |
| Search keyword campaign | Guide customers to inquire or purchase. | Source channel and conversion process |
| Promotion | Attract potential customers into the sales process. | Campaign investment and Sales Lead quality |