How Salesforce can be used to Manage Marketing Campaigns

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How Salesforce.com Uses Salesforce to Manage Marketing Campaigns:

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

Slide 2:

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Today’s Agenda:

Today’s Agenda 6 Campaign Best Practices We’ll share with you how we use Campaigns in marketing Campaign Spotlight: Customer Loyalty Creating campaigns to drive customer success Lead Qualification Process How we hand off leads to sales and how they follow up

How We Use Salesforce CRM for Marketing :

How We Use Salesforce CRM for Marketing No Leaky Funnel + Complete Visibility = Integrated sales and marketing process

Campaign Example:

Campaign Example Landing Opportunity Sales Qualification Banner Lead/Contact Email SEM Campaign ID persists from start to finish. Marketing

6 Campaign Best Practices:

6 Campaign Best Practices Import Your Data A/B Tests Data Quality Go beyond Campaigns Import Your Data Campaign Set- Up Use Dashboards Build the bridge with Sales

Slide 7:

Campaign Set Up

Use Required Fields:

Use Required Fields

Use Workflows:

Use Workflows

Find a Good Campaign and Clone It:

Find a Good Campaign and Clone It

Slide 11:

2. We Use Dashboards

Slide 12:

Program Level (manager) Product Roll-up (director) Sales Cloud Service Cloud Platform Cloud Collaboration Cloud Functional Roll-up ( vp ) Regional Pipeline Regional roll-up by function Global roll-up by country All Clouds by function Example of Dashboard Hierarchy Responses by Campaign Leads Generated Leads Converted Pipeline Created

Program Level Dashboard:

Program Level Dashboard

Product Level Dashboard:

Product Level Dashboard

Functional Dashboard:

Functional Dashboard

We Clone Our Dashboards to Save Time:

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

Tips for Creating Dashboards:

Tips for Creating Dashboards 1 2 3 4 5 Define marketing measures of success Standardize campaign metrics and reporting Understand your pipeline goals Define quality vs. quantity of leads Get agreement with your sales team on follow up SLA

Slide 19:

3. Build the Bridge with Sales

We Provide Clear Follow-up Instructions:

We Provide Clear Follow-up Instructions Clear program owner Simple next steps

We provide sales teams with email templates:

We provide sales teams with email templates

We Use Chatter to Communicate and to Receive Real-time Feedback:

We Use Chatter to Communicate and to Receive Real-time Feedback

Slide 23:

4. A/B Tests

Real-World Example with Web Forms:

Real-World Example with Web Forms Elements Tested: Free Trial on US Homepage Headline Supporting content CTA button color Form layout Legal Text

Supporting Content: Can You Guess the Winner?:

Supporting Content: Can You Guess the Winner? Variation 2 Variation 3 Variation 4 Variation 1: No content Empty

Supporting Content Yields 13% Lift:

Supporting Content Yields 13% Lift Variation 2 Variation 3 Variation 4 Variation 1: No content Empty +13% +13% +13%

Layout: Can You Guess the Winner?:

Layout: Can You Guess the Winner?

Placing Form to Left Yields 10% Lift:

Placing Form to Left Yields 10% Lift +10%

Headline: Can You Guess the Winner?:

Headline: Can You Guess the Winner? Headline 1: Control Headline 2 Headline 3

Headline: Control Won by +5%:

Headline: Control Won by +5% Headline 1: Control Headline 2 Headline 3 +5%

Submit Button: Can You Guess the Winner?:

Submit Button: Can You Guess the Winner?

Blue Button Yields 9% Lift:

Blue Button Yields 9% Lift

The Winner: 32% Lift:

The Winner: 32% Lift Content +13% CTA color +9% Layout +10% Headline +0%

Dip Your Toes with A/B Testing:

Dip Your Toes with A/B Testing http://whichtestwon.com/

Slide 35:

5. Data Quality

Clean Your Data Before It’s in Salesforce:

Clean Your Data Before It’s in Salesforce Is there a match? Existing Contact Existing Lead New Lead Data Warehouse Sales 1. Block duplicate entry in Salesforce CRM before it happens 2. Inbound de-duplication from our website

Slide 37:

6. Go Beyond Campaigns

Press Releases Management:

Press Releases Management Status of press releases Type of releases Distribution reach

Awards:

Awards Award Due Dates Submission status Salesforce.com history with the award Submission drafts

Salesforce Insights: Campaign Management:

Salesforce Insights: Campaign Management www.salesforce.com/insights Attention administrators: Prepare your organizations for great campaigns 5 steps to running your campaigns in Salesforce CRM

Andy Scollan:

Andy Scollan Director, Sales Representatives Salesforce.com Lead Qualification

Lead Qualification Process:

Lead Qualification Process

Sales Reps – Who Are We? :

Sales Reps – Who Are We? The Frontline and the Filter for Leads Sales Training Ground for Future AEs

85-90% of Our Leads Come Through Our Web Site:

85-90% of Our Leads Come Through Our Web Site Remainder: 1-800-NO-SOFTWARE

Leads Distributed Through Round Robin Lead Router :

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

How Sales Lead Router works:

How Sales Lead Router works 1 2 3 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 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.

Lead Follow-up Process:

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

SR Lead Conversion Criteria:

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

Slide 49:

- Notes automatically logged in Activity History - Apex Code

A Dashboard Driven Culture:

A Dashboard Driven Culture A ccountability C redibility V isibility

SR Monthly Bonus Metrics:

SR Monthly Bonus Metrics Monthly Quota of Converted Leads & Closed Revenue “Points”

Quality Control – Dead Opportunity Workflow:

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.

Data Quality Dashboard – Auto E-mailed:

Data Quality Dashboard – Auto E-mailed

Which Products Are We Selling?:

Which Products Are We Selling?

Conversion/Close/Dead Rate Dashboard:

Conversion/Close/Dead Rate Dashboard

Personal Dashboard – Manage Your Own Business:

Personal Dashboard – Manage Your Own Business

Monthly & YTD Lead Management Summary – Auto E-mailed:

Monthly & YTD Lead Management Summary – Auto E-mailed

Lead Generation/Marketing Dashboard:

Lead Generation/Marketing Dashboard

Ursula Ayrout:

Ursula Ayrout Director, Campaigns Salesforce.com Campaign Spotlight: Customer Loyalty

Campaign Spotlight: Customer Loyalty:

Campaign Spotlight: Customer Loyalty Campaign 1: Customers “ onboarded ” within 30 days Campaign 2: Identify and communicate to struggling customers after 30 days

Campaign 1: Customers On-boarded Within 30 Days:

Campaign 1: Customers On-boarded Within 30 Days Getting Started Day 1 - 30 Getting Started webinar Getting Started tab in App focuses on set up CSM on-boarding call At Day 30 AE calls customer to check-in PAR sent to customer Getting Started emails Marketing tactics Sales and CSM tactics

Example: Getting Started Emails and PAR:

Example: Getting Started Emails and PAR

The First Email to Customers: On-Boarding:

Series 5 emails over 20 days 1 email - self paced 1 email - overview The First Email to Customers: On-Boarding Version A Version B Version C

The First Email to Customers: On-Boarding:

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

Campaign 2: Identify and Communicate to Struggling Customers – Early Rescue :

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

5 Key Indicators for Customer Success :

5 Key Indicators for Customer Success Login Importing data Opportunities Reports & dashboards Workflow

We Segment Based on Number of Days:

We Segment Based on Number of Days Day 31 – onboarded ? Getting Started Day 1 - 30 Getting Started webinar Getting Started tab in App focuses on set up CSM on-boarding call At Day 30 AE calls customer to check-in PAR sent to customer Getting Started emails Campaign 1 Campaign 2

We Segment by Key Indicators for Customer Success:

We Segment by Key Indicators for Customer Success Day 31 – onboarded ? Login Login, import data Opportunities Reports & Dashboards Workflow + more Expand Getting Started Day 1 - 30 Getting Started webinar Getting Started tab in App focuses on set up CSM on-boarding call At Day 30 AE calls customer to check-in PAR sent to customer Getting Started emails Campaign 1 Campaign 1 Campaign 2

And, by Burchase Buckets:

And, by Burchase Buckets Day 31 – onboarded ? Login Login, import data Opportunities Reports & Dashboards Workflow + more Expand 0- 10K 11K - 199 K 200K and above + Getting Started Day 1 - 30 Getting Started webinar Getting Started tab in App focuses on set up CSM on-boarding call At Day 30 AE calls customer to check-in PAR sent to customer Getting Started emails Campaign 1 Campaign 2

Campaign Communications :

Campaign Communications Day 45: Email Motivation and inspiration with link to getting started webinar Day 60 : Email Learn your way around Salesforce & import your data Day 75 : Email: Tutorials on how to get started. Reinforce import your data Day 45: Email. Track activities and deals and get results –reports Day 60: Email. Why & how opps are critical. Sales process & dashboards Opportunities, Reports & Dashboards Login, import data Workflow + more Expand Day 60: If GE or PE Email invite to participate in community Day 60 : If EE or UE Email: Best Practices on Workflow Day 75: Email: Invite to subscribe to Salesforce Insights Day 60: Email: Invite to subscribe to Salesforce Insights Early Rescue starts at Day 45 Customers under 10K Day 45: Email: Why Chatter matters? Day 45: Email: Force.com

Early Rescue “Journeys”:

Early Rescue “Journeys”

Campaign 2 Email Example:

Campaign 2 Email Example “You’re ready for the next step —using reports and dashboards.”

We Measure Customer Loyalty Success in Two Ways :

We Measure Customer Loyalty Success in Two Ways Open rates and click throughs Customer usage

:

Align Sales and M arketing Measure, measure, measure Expand campaign use Get the basics right

How Could Dreamforce Be Better? Tell Us!:

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 Every session survey you submit is a chance to win an iPod nano ! OR

Thank you! :

Thank you!

4 ways a Campaign gets associated to an oppty in the “Campaign Influence” section:

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

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