How Salesforce can be Used to Manage Marketing Campaigns - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

How Salesforce can be Used to Manage Marketing Campaigns

Description:

For more information on Salesforce and Marketing, visit our blog on www.dezyre.com – PowerPoint PPT presentation

Number of Views:252
Slides: 78
Provided by: DeZyre

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: How Salesforce can be Used to Manage Marketing Campaigns


1
How Salesforce.com Uses Salesforce to Manage
Marketing Campaigns
  • Marketing Professionals
  • Ursula Ayrout salesforce.com
  • Andy Scollan salesforce.com

2
Safe Harbor
Safe harbor statement under the Private
Securities Litigation Reform Act of 1995 This
presentation may contain forward-looking
statements that involve risks, uncertainties, and
assumptions. If any such uncertainties
materialize or if any of the assumptions proves
incorrect, the results of salesforce.com, inc.
could differ materially from the results
expressed or implied by the forward-looking
statements we make. All statements other than
statements of historical fact could be deemed
forward-looking, including any projections of
subscriber growth, earnings, revenues, or other
financial items and any statements regarding
strategies or plans of management for future
operations, statements of belief, any statements
concerning new, planned, or upgraded services or
technology developments and customer contracts or
use of our services. The risks and uncertainties
referred to above include but are not limited
to risks associated with developing and
delivering new functionality for our service, our
new business model, our past operating losses,
possible fluctuations in our operating results
and rate of growth, interruptions or delays in
our Web hosting, breach of our security measures,
the outcome of intellectual property and other
litigation, risks associated with possible
mergers and acquisitions, the immature market in
which we operate, our relatively limited
operating history, our ability to expand, retain,
and motivate our employees and manage our growth,
new releases of our service and successful
customer deployment, our limited history
reselling non-salesforce.com products, and
utilization and selling to larger enterprise
customers. Further information on potential
factors that could affect the financial results
of salesforce.com, inc. is included in our annual
report on Form 10-K for the most recent fiscal
year ended January 31, 2010. This documents and
others are available on the SEC Filings section
of the Investor Information section of our Web
site. Any unreleased services or features
referenced in this or other press releases or
public statements are not currently available and
may not be delivered on time or at all. Customers
who purchase our services should make the
purchase decisions based upon features that are
currently available. Salesforce.com, inc. assumes
no obligation and does not intend to update these
forward-looking statements.
3
Todays Agenda
6 Campaign Best PracticesWell share with you
how we use Campaigns in marketing
Lead Qualification ProcessHow we hand off leads
to sales and how they follow up
Campaign Spotlight Customer LoyaltyCreating
campaigns to drive customer success
4
How We Use Salesforce CRM for Marketing
No Leaky Funnel Complete Visibility
Integrated sales and marketing process
5
Campaign Example
Sales
Marketing
Banner
  • Lead/Contact

Landing
SEM
Opportunity
Qualification
Email
Campaign ID persists from start to finish.
6
6 Campaign Best Practices
7
(No Transcript)
8
Use Required Fields
9
Use Workflows
10
Find a Good Campaign and Clone It
11
2. We Use Dashboards
12
Example of Dashboard Hierarchy
Functional Roll-up (vp) Regional
Pipeline Regional roll-up by function Global
roll-up by country All Clouds by function
Product Roll-up (director) Sales Cloud Service
Cloud Platform Cloud Collaboration Cloud
Program Level (manager)
Responses by Campaign Leads Generated Leads
Converted Pipeline Created
13
Program Level Dashboard
14
Product Level Dashboard
15
Functional Dashboard
16
(No Transcript)
17
We Clone Our Dashboards to Save Time
The system will copy over all information about
the dashboard including the Running User, the
folder in which is can be found, the layout style
and all default chart settings
18
Tips for Creating Dashboards
1
Define marketing measures of success
2
Get agreement with your sales team on follow up
SLA
3
Standardize campaign metrics and reporting
4
Understand your pipeline goals
Define quality vs. quantity of leads
5
19
3. Build the Bridge with Sales
20
We Provide Clear Follow-up Instructions
Simple next steps
Clear program owner
21
We provide sales teams with email templates
22
We Use Chatter to Communicate and to Receive
Real-time Feedback
23
4. A/B Tests
24
Real-World Example with Web Forms
Free Trial on US Homepage
Elements Tested
  • Headline
  • Supporting content
  • CTA button color
  • Form layout
  • Legal Text

25
Supporting Content Can You Guess the Winner?
Variation 2
Variation 3
Variation 4
Variation 1 No content
Empty
26
Supporting Content Yields 13 Lift
Variation 2
Variation 3
Variation 4
Variation 1 No content
13
13
13
Empty
27
Layout Can You Guess the Winner?
28
Placing Form to Left Yields 10 Lift
10
29
Headline Can You Guess the Winner?
Headline 1 Control
Headline 2
Headline 3
30
Headline Control Won by 5
Headline 1 Control
5
Headline 2
Headline 3
31
Submit Button Can You Guess the Winner?
32
Blue Button Yields 9 Lift
33
The Winner 32 Lift
Headline 0
Layout 10
Content 13
CTA color 9
34
Dip Your Toes with A/B Testing
http//whichtestwon.com/
35
5. Data Quality
36
Clean Your Data Before Its in Salesforce
2. Inbound de-duplication from our website
1. Block duplicate entry in Salesforce CRM before
it happens
Data Warehouse
Existing Contact
Existing Lead
Sales
Is there a match?
New Lead
37
6. Go Beyond Campaigns
38
Press Releases Management
Status of press releases
Type of releases
Distribution reach
39
Awards
Award Due Dates Submission status
Salesforce.com history with the award
Submission drafts
40
Salesforce Insights Campaign Management
Attention administrators Prepare your
organizations for great campaigns
5 steps to running your campaigns in Salesforce
CRM
www.salesforce.com/insights
41
Andy Scollan
  • Director, Sales Representatives
  • Salesforce.com

Lead Qualification
42
Lead Qualification Process
43
Sales Reps Who Are We?
The Frontline and the Filter for Leads Sales
Training Ground for Future AEs
44
85-90 of Our Leads Come Through Our Web Site
Remainder 1-800-NO-SOFTWARE
45
Leads Distributed Through Round Robin Lead Router
  • East and West routers
  • Lead sprinkler distributes Leads
  • equitably to reps
  • Avoid territory equity issues
  • Your territory is better than mine
  • Manage campaigns more effectively

46
How Sales Lead Router works
1
Runs every 10 minutes using multiple scheduled
Apex jobs
  • Apex classes for schedule job actively queries
    the Time Off Request object (TOM) and the Out of
    Office SR object to determine which members of
    the public groups are on PTO

2
  • Every lead passing through the Sales Lead Router
    has an audit record created for it. This allows
    Managers to ensure leads are being evenly
    distributed, that leads are from queues are being
    assigned to the correct individuals, and that the
    SLR is performing as expected.

3
47
Lead Follow-up Process
  • 24 Hour Turn-Around policy
  • Lead Statuses
  • Open Working Archived or Converted
  • Minimum of 2 Responses(E-Mail and Phone) prior to
    Archiving
  • Once Archived, the Lead continues to be touched
    through the House List drip campaign

48
SR Lead Conversion Criteria
  • A Lead should be converted once the following is
    confirmed
  • There is an active, legitimate CRM evaluation and
  • Timeframe for decision is within 0-60 Days and
  • Decision Maker(s) have been identified and
  • Prospect is comfortable with salesforce.com
    pricing and
  • Prospect is interested in a Next Step w/ an AE
  • Price Quote
  • A Demo
  • References

49
- Notes automatically logged in Activity
History - Apex Code
50
A Dashboard Driven Culture
  • Accountability
  • Credibility
  • Visibility

51
SR Monthly Bonus Metrics
  • Monthly Quota of Converted Leads Closed Revenue
    Points

52
Quality Control Dead Opportunity Workflow
  • No Credit for Opportunities that are downgraded
    by the Account Executive to Dead No
    Opportunity
  • Account Executive is required to make at least 4
    attempts at Contact before downgrading
    Opportunity to Dead No Opportunity
  • Account Executive must select Dead Reason
  • Non-Responsive
  • Prematurely Qualified
  • Poor Solution Fit
  • No Budget
  • Sales Rep is auto-e-mailed when an Opportunity
    they created is downgraded. Ball is back in their
    court to revive the Opportunity.

53
Data Quality Dashboard Auto E-mailed
54
Which Products Are We Selling?
55
Conversion/Close/Dead Rate Dashboard
56
Personal Dashboard Manage Your Own Business
57
Monthly YTD Lead Management Summary Auto
E-mailed
58
Lead Generation/Marketing Dashboard
59
Ursula Ayrout
Campaign Spotlight Customer Loyalty
  • Director, Campaigns
  • Salesforce.com

60
Campaign Spotlight Customer Loyalty
Campaign 1 Customers onboarded within 30 days
Campaign 2 Identify and communicate to
struggling customers after 30 days
61
Campaign 1 Customers On-boarded Within 30 Days
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Getting Started emails
Marketing tactics
Getting Started webinar
Sales and CSM tactics
CSM on-boarding call
At Day 30 AE calls customer to check-in
PAR sent to customer
62
Example Getting Started Emails and PAR
63
The First Email to Customers On-Boarding
Version A
Version B
Version C
Series 5 emails over 20 days 1 email - self paced 1 email - overview




64
The First Email to Customers On-Boarding
Version A
Version B
Version C
30 unique open 48 unique open 30 unique open
14 unique click 35 unique click 17 unique click



65
Campaign 2 Identify and Communicate to
Struggling Customers Early Rescue
Anticipate when customers are struggling and
offer clear direction to safety
Guides and coaches customers on the best way to
start and continue to learn
Guarantees a seamless customer experience
66
5 Key Indicators for Customer Success
Opportunities
Importing data
Reports dashboards
Login
Workflow
67
We Segment Based on Number of Days
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Campaign 2
Getting Started emails
Day 31 onboarded?
Getting Started webinar
CSM on-boarding call
At Day 30 AE calls customer to check-in
PAR sent to customer
68
We Segment by Key Indicators for Customer Success
Campaign 1
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Login, import data
Login
Campaign 2
Getting Started emails
Opportunities Reports Dashboards
Day 31 onboarded?
Getting Started webinar
Workflow more
CSM on-boarding call
Expand
At Day 30 AE calls customer to check-in
PAR sent to customer
69
And, by Burchase Buckets
Campaign 1
Getting Started Day 1 - 30
Getting Started tab in App focuses on set up
Login, import data
Login
0- 10K
Campaign 2
Getting Started emails
Opportunities Reports Dashboards

Day 31 onboarded?
11K -199K
Getting Started webinar
Workflow more
CSM on-boarding call
200K and above
Expand
At Day 30 AE calls customer to check-in
PAR sent to customer
70
Campaign Communications
Early Rescue starts at Day 45 Customers under 10K
Expand
Opportunities, Reports Dashboards
Login, import data
Workflow more
Day 45 Email Motivation and inspiration with
link to getting started webinar
Day 45 Email. Track activities and deals and get
results reports
Day 45 Email Why Chatter matters?
Day 45 Email Force.com
Day 60 If GE or PE Email invite to participate
in community
Day 60 Email Invite to subscribe to Salesforce
Insights
Day 60 Email. Why how opps are critical. Sales
process dashboards
Day 60 Email Learn your way around Salesforce
import your data
Day 60 If EE or UE Email Best Practices on
Workflow
Day 75 Email Tutorials on how to get started.
Reinforce import your data
Day 75 Email Invite to subscribe to Salesforce
Insights
71
Early Rescue Journeys
72
Campaign 2 Email Example
Youre ready for the next step using reports
and dashboards.
73
We Measure Customer Loyalty Success in Two Ways
74

Get the basics right
Align Sales and Marketing
Measure, measure, measure
Expand campaign use
75
How Could Dreamforce Be Better? Tell Us!
Log in to the Dreamforce app to submit surveys
for the sessions you attended
Use the Dreamforce Mobile app to submit surveys
OR
Every session survey you submit is a chance to
win an iPod nano!
76
Thank you!
77
4 ways a Campaign gets associated to an oppty in
the Campaign Influence section
  • The Oppty is converted from a Lead the last
    (most recent) Campaign on the Lead is carried
    over to the Oppty.
  • This will automatically become a Marketing
    Sourced Oppty (Primary Campaign Source True)
  • The Oppty is created from the Contact record
    the last (most recent) Campaign for that Contact
    is carried over to the Oppty.
  • This will automatically become a Marketing
    Sourced Oppty if Last Campaign associated has a
    Source Marketing (Primary Campaign Source
    True)
  • The Campaign is added to the Oppty the campaign
    is added via Add Campaign button to the Oppty
    records and can be selected as the Primary
    Campaign (this can overwrite a previous Primary
    Campaign Source)
  • If the Campaign is added as the Primary Campaign
    Source this will become a Marketing Sourced
    Oppty (Primary Campaigns Source True)
  • The Oppty has been marked as Influenced by a
    Campaign An Oppty is considered influenced if
    the Contact listed on an Oppty has responded to a
    Marketing Sourced Campaign (excluding Opt-In
    Campaigns) 2 days prior to Oppty Create Date
    until it is Closed (Stage 08 Closed)
  • This association does not affect the Source of
    the Oppty
About PowerShow.com