Contents of the Marketing module

The Marketing module in CRM is primarily made up of the following components:

• Marketing lists
• Campaigns
• Leads
• Accounts
• Contacts
• Campaign activities
• Campaign responses

Let's discuss the elements of the Marketing module in more detail, as follows:

• Marketing list: This describes the list of leads, accounts, or contacts that should be targeted in any campaign. A marketing list can be static or dynamic. In a static marketing list, the user must manually add the records to the list. In a dynamic marketing list, the user can define an advanced-find query. The results of the query will automatically be added to the marketing list at runtime. The following screenshot shows a marketing list record:

• Campaign: This defines the promotion that a user can run against the marketing lists. For example, a grocery outlet may run a campaign, Summer Clothing, on people between the ages of 20 and 25 years.
• Campaign activities: These are the lists of activities that can be carried out to convert a lead into a potential business opportunity. Campaign activities can include an email, an appointment, a meeting, a phone call, or even a custom activity.
• Lead: This defines a potential customer that might be converted into a potential business opportunity.
• Account: This defines a company, or a prime, that might do business with the organization.

• Contact: This defines the person associated with the account doing business with the organization.
• Campaign response: This defines the positive or negative outcome of the campaign activity associated with any customer; for example, the responses might include an inquiry being received or a customer showing interest in your product.