Best Practices for using Sendbloom Metadata in Salesforce

The basics

Sendbloom can pass campaign and touch point specific data to Activities and Leads created by Sendbloom in Salesforce. This allows for more robust reporting on how Sendbloom impacts your team's activity and lead conversion data.

How it works

Variables with campaign and touch data can be inserted into fields you specify in Salesforce. It works just like our merge tags; the value in the curly brackets is replaced with appropriate data from Sendbloom. You may need to create new fields or re-purpose existing ones in Salesforce to log this data.

How the Sendbloom Team uses Sendbloom Metadata in Salesforce

Here are some of the reports and Salesforce tricks we use to track Sendbloom activity for our sales team. 

Booking Rate

To track meetings booked from activity within Sendbloom, we use Tasks with a custom picklist field titled “Meeting”. When we book a meeting, we create an open task, set the due date to the day of the meeting, and set Meeting = Booked. Once the meeting is held, we change to Meeting = Held (if the meeting is moved we just keep moving the due date out).

This is great for tracking no-show rate and seeing how many meetings convert to Opportunities.

Custom Activity Fields for Sendbloom Metadata

This is how we've set up our  object field rules and the fields we write information to. You’ll see how these fields are used in the sample reports below to give us insight into how our sales team is using Sendbloom and how we convert Sendbloom activity to closed deals.

Reporting on Email Activity

Use {{Outreach Type}} to break down daily activity into manual email (one-offs logged from a Gmail account), one-to-one campaigns, and traditional mass campaign outreach. This is a great way to see how many emails and what types of emails your team is sending and logging through Sendbloom directly in your Salesforce account. 

Number of Campaigns Launched

We've stopped thinking in terms of individual Activities and instead think about how many conversations our team attempts to start. This report lets you see how many prospects are being added to campaigns every day, a much more meaningful metric than raw activity.

The number of "{{touch number}} = 1" activities tells us how many new prospects are contacted each day.

Filtering even further by {{campaign type}}, we can see the distribution of people added to personal 1-to-1 campaigns vs larger campaign blasts. 1-to-1 campaigns can take more time, but are more likely to earn replies which is great for high-value prospects.

First Touches vs Follow-Ups

Use Bucket Fields to differentiate first touches, one-off emails sent and logged directly from Gmail, and follow-up touches. This is a real-time view of how many follow up emails Sendbloom is automating for you. 

Note - we use the field “SB Touch” for touch number, this would be {{Sendbloom Touch}} in your Object Field Rules).

Bucket field settings for above report: