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How Salesforce can be Used to Manage Marketing Campaigns

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How Salesforce can be Used to Manage Marketing Campaigns

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  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. Today’s Agenda 6 Campaign Best PracticesWe’ll 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 Lead/Contact Marketing Sales Banner Landing SEM Opportunity Qualification Email Campaign ID persists from start to finish.

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

  7. Campaign Set Up

  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. 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

  17. 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

  18. 3. Build the Bridge with Sales

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

  20. We provide sales teams with email templates

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

  22. 4. A/B Tests

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

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

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

  26. Layout: Can You Guess the Winner?

  27. Placing Form to Left Yields 10% Lift +10%

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

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

  30. Submit Button: Can You Guess the Winner?

  31. Blue Button Yields 9% Lift

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

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

  34. 5. Data Quality

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

  36. 6. Go Beyond Campaigns

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

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

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

  40. Andy Scollan Director, Sales Representatives Salesforce.com Lead Qualification

  41. Lead Qualification Process

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

  43. 85-90% of Our Leads Come Through Our Web Site Remainder: 1-800-NO-SOFTWARE

  44. 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

  45. 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

  46. Lead Follow-up Process • 24 Hour Turn-Around policy • Lead Statuses: OpenWorkingArchived 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

  47. 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

  48. - Notes automatically logged in Activity History - Apex Code

  49. Accountability Credibility Visibility A Dashboard Driven Culture

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