Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This pr...
3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Ca...
Marketing in the Google Era 7 Techniques for Effective Marketing in the 21 st  Century Kraig Swensrud Salesforce Marketing...
20 th  Century 21 st  Century Marketing in the  Era Relevancy Eyeballs Messaging Trackable Untrackable Measurement Inbound...
<ul><li>No DSL or high speed Internet in homes </li></ul><ul><li>56K dial-up in hotels </li></ul><ul><li>Simple HTML inter...
 
Our World Today Salesforce Credit Cards Blogs Dinner Reservations Blackberry My Yahoo / RSS Google News and Events Investi...
 
If it’s a  World, What Does that mean for Marketers?
QUESTIONS: <ul><li>How many people came to your website yesterday? </li></ul><ul><li>Where did they come from? </li></ul><...
Your Website is the Primary Marketing Vehicle Your Website
Invest in Your Web Properties 1
Invest in Web Self Service <ul><li>Flash Videos </li></ul><ul><li>Breeze Presentations </li></ul><ul><li>Product Diagrams ...
What’s Happening On Your Site?
What Percentage from Search?
 
Invest in Search Marketing 2
Search Engnie Marketing Paid Search Advertising. Your message reaches customers at the moment they demonstrate interest in...
Source: Marketing Sherpa  www.marketingsherpa.com
Robots see metadata or descriptive elements of your page, like the title and keywords Robots follow links from your websit...
SEM Marketshare and Effectiveness ~80% ~15% >5%
 
Think Globally, Advertise Locally
Make Your Message Relevant 3
Build and Segment Your In-House List Live Presentation – September 17, 2007
Keep it Simple and Relevant Attention Grabbing Headline Additional benefits and detail in 1-2 short paragraphs Clear Offer...
In House List Segmentation
“ Say  Hello  to the New Award-Winning Call Center Edition” ~20%   open rate
~ 5%   click-through rate
~40%  conversion rate
Create Landing Pages for Each Program 4
Build the Bridge to Conversion No obvious call to action, lead in, or value proposition Too much information for a landing...
What’s Your Conversion Rate?  Clear Benefit and/or value proposition Concise product information Short and obvious convers...
Web-to-Lead Form Creation
Building Your Conversion Funnel Integrated Marketing and Sales. Integrated Terminology. Impressions Web Traffic Lead Captu...
Measure Everything.  In Real-Time. 5
 
Never Stop Split Testing Optimize the Conversion Funnel A B
Never Stop Split Testing Optimize the Conversion Funnel “ Say  Hello  to the New Award-Winning Call Center Edition” ~20%  ...
Never Stop Split Testing Optimize the Conversion Funnel A B
Example: Measuring Campaign Success
Use the Web for PR 6
From events… To releases… … every aspect of marketing should be keyword optimized
Blogging – The New PR Simple Authoring Tools Push Content to Your Site
The Power of RSS  (Really Simple Syndication)
Build Your Base of Subscribers My Blog’s Feed
Googlebot Finds Blogs Too
The Interconnected Web
Engage Your Community 7
Engage the Community Blogs, Breeze, Podcasts, Lithium, YouTube
 
<ul><li>Invest in Your Web Properties </li></ul><ul><li>2 Invest in Search Marketing </li></ul><ul><li>3 Make Your Message...
For More information…  http://blogs.salesforce.com/adwords/ http://blogs.salesforce.com/marketing/ http://www.bloglines.co...
3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Ca...
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M B F001 Swensrud 091707

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  • M B F001 Swensrud 091707

    1. 2. Safe Harbor Statement <ul><li>“ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding,and concerning the potential market for our existing service offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make. </li></ul><ul><li>The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates. </li></ul><ul><li>Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2007. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com /investor . Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law. </li></ul>
    2. 3. 3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Campaign Effectiveness 1:15pm Hands-On: The AppExchange for Marketers 2:30pm Getting the Most Out of Reporting and Dashboards 3:45pm Salesforce for Google AdWords: The Basics 9:00am Customer Satisfaction Surveys: Feedback Drives Success 10:15pm List Building and Email Marketing 11:30pm How Salesforce.com Uses Salesforce Marketing Today Tuesday Wednesday 11:30am Marketing in the Google Era
    3. 4. Marketing in the Google Era 7 Techniques for Effective Marketing in the 21 st Century Kraig Swensrud Salesforce Marketing salesforce.com, inc.
    4. 5. 20 th Century 21 st Century Marketing in the Era Relevancy Eyeballs Messaging Trackable Untrackable Measurement Inbound Outbound Demand Generation CPA CPM Pricing Marketing Platform Homepage The Internet Integrated Segmented Customer Experience Hours Weeks Feedback Cycles
    5. 6. <ul><li>No DSL or high speed Internet in homes </li></ul><ul><li>56K dial-up in hotels </li></ul><ul><li>Simple HTML interfaces </li></ul><ul><li>No Blackberries or iPods/iPhones </li></ul><ul><li>No digital cameras, USB Keys, or Flash Memory </li></ul><ul><li>No WiFi </li></ul><ul><li>No Google </li></ul>The World in 1999
    6. 8. Our World Today Salesforce Credit Cards Blogs Dinner Reservations Blackberry My Yahoo / RSS Google News and Events Investing Banking
    7. 10. If it’s a World, What Does that mean for Marketers?
    8. 11. QUESTIONS: <ul><li>How many people came to your website yesterday? </li></ul><ul><li>Where did they come from? </li></ul><ul><li>What keywords did they use to find you? </li></ul><ul><li>How many of them did you capture? </li></ul><ul><li>What will those metrics be tomorrow? </li></ul>
    9. 12. Your Website is the Primary Marketing Vehicle Your Website
    10. 13. Invest in Your Web Properties 1
    11. 14. Invest in Web Self Service <ul><li>Flash Videos </li></ul><ul><li>Breeze Presentations </li></ul><ul><li>Product Diagrams </li></ul><ul><li>Clear Graphics </li></ul><ul><li>Compelling Copy </li></ul><ul><li>Effective Information Architecture </li></ul><ul><li>Keep it simple! </li></ul><ul><li>Think about your website visitor! </li></ul>
    12. 15. What’s Happening On Your Site?
    13. 16. What Percentage from Search?
    14. 18. Invest in Search Marketing 2
    15. 19. Search Engnie Marketing Paid Search Advertising. Your message reaches customers at the moment they demonstrate interest in what you sell Paid SEM Search Engine Optimization Increasing rank in the organic (unpaid) search engine results Organic SEO
    16. 20. Source: Marketing Sherpa www.marketingsherpa.com
    17. 21. Robots see metadata or descriptive elements of your page, like the title and keywords Robots follow links from your website to others and from others to you What the Googlebot Sees Robots do read header tags, image alt tags, etc Thet cannot see Flash of Breeze media Robots cannot see the text in your images
    18. 22. SEM Marketshare and Effectiveness ~80% ~15% >5%
    19. 24. Think Globally, Advertise Locally
    20. 25. Make Your Message Relevant 3
    21. 26. Build and Segment Your In-House List Live Presentation – September 17, 2007
    22. 27. Keep it Simple and Relevant Attention Grabbing Headline Additional benefits and detail in 1-2 short paragraphs Clear Offer Presented Call to action visibly draws attention Customer Testimonial Live Presentation – September 17, 2007
    23. 28. In House List Segmentation
    24. 29. “ Say Hello to the New Award-Winning Call Center Edition” ~20% open rate
    25. 30. ~ 5% click-through rate
    26. 31. ~40% conversion rate
    27. 32. Create Landing Pages for Each Program 4
    28. 33. Build the Bridge to Conversion No obvious call to action, lead in, or value proposition Too much information for a landing page, don’t lose me! No conversion activity or offer Too many options presented to the user
    29. 34. What’s Your Conversion Rate? Clear Benefit and/or value proposition Concise product information Short and obvious conversion activity Product and/or customer images Above the Fold at 1024 x 768
    30. 35. Web-to-Lead Form Creation
    31. 36. Building Your Conversion Funnel Integrated Marketing and Sales. Integrated Terminology. Impressions Web Traffic Lead Capture Qualified Leads Customers Pipeline 2% “click thrus” 5% “capture rate” 10% “qualifiation rate” 25% “conversion” 10% “pipe to close” Marketing Sales Marketing Telesales
    32. 37. Measure Everything. In Real-Time. 5
    33. 39. Never Stop Split Testing Optimize the Conversion Funnel A B
    34. 40. Never Stop Split Testing Optimize the Conversion Funnel “ Say Hello to the New Award-Winning Call Center Edition” ~20% open rate “ Demo the New Salesforce Call Center Edition” ~16% open rate A B
    35. 41. Never Stop Split Testing Optimize the Conversion Funnel A B
    36. 42. Example: Measuring Campaign Success
    37. 43. Use the Web for PR 6
    38. 44. From events… To releases… … every aspect of marketing should be keyword optimized
    39. 45. Blogging – The New PR Simple Authoring Tools Push Content to Your Site
    40. 46. The Power of RSS (Really Simple Syndication)
    41. 47. Build Your Base of Subscribers My Blog’s Feed
    42. 48. Googlebot Finds Blogs Too
    43. 49. The Interconnected Web
    44. 50. Engage Your Community 7
    45. 51. Engage the Community Blogs, Breeze, Podcasts, Lithium, YouTube
    46. 53. <ul><li>Invest in Your Web Properties </li></ul><ul><li>2 Invest in Search Marketing </li></ul><ul><li>3 Make Your Message Relevant </li></ul><ul><li>4 Create Landing Pages for Every Program </li></ul><ul><li>5 Measure Everything in Real Time </li></ul><ul><li>6 Use the Web for PR </li></ul><ul><li>7 Engage Your Community </li></ul>
    47. 54. For More information… http://blogs.salesforce.com/adwords/ http://blogs.salesforce.com/marketing/ http://www.bloglines.com/public/kswensrud http://del.icio.us/kswensrud
    48. 55. 3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Campaign Effectiveness 1:15pm Hands-On: The AppExchange for Marketers 2:30pm Getting the Most Out of Reporting and Dashboards 3:45pm Salesforce for Google AdWords: The Basics 9:00am Customer Satisfaction Surveys: Feedback Drives Success 10:15pm List Building and Email Marketing 11:30pm How Salesforce.com Uses Salesforce Today Tuesday Wednesday

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