How to Maximize Marketing ROI by Implementing Multichannel Campaigns

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Do you know which tactics and programs produce the highest-quality leads for your sales organization? With the Sales Cloud, you can get true visibility into which campaigns are actually leading to …

Do you know which tactics and programs produce the highest-quality leads for your sales organization? With the Sales Cloud, you can get true visibility into which campaigns are actually leading to closed sales. In this session, we'll help five customers move their existing marketing campaigns into the Sales Cloud. Watch as they learn to take advantage of campaign structure and workflow - all with the benefit of enhanced management and reporting. Want to get involved? Contact us to submit your campaign for use in this session!

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  • Before we get started, I’d like to make you aware of our safe harbor statement.
  • Marketing Return on Investment… it’s the holy grail for marketers!…the impact that your marketing spend has on closed revenue,which programs are producing the best leads for Sales… How many folks in the audience feel Marketing ROI is a priority at your company? Show of hands…Getting to Marketing ROI is a journey – small steps over time that will eventually get you to your goal.We’ve got a great session for you today: Our presenters are here to share success stories about their journey. We’ll hear from 2 customers and 3 marketing automation experts. Please note that this is different than what is written in the conference program. We’ve got great content that we hope you’ll really benefit from.
  • Here’s what we’ll do in the next hour - We’ll hear from 2 great customers– each company is at a very different place in their marketing automation lifecycle.Celsis International – a private company with 250 employeesCampaign tracking using Salesforce MarketingPolycom - a $1.2B global companyMarketing automation with Eloqua and SalesforceJoining these two customers are some of the top marketing automation experts in the industry.
  • M
  • Deployment Methodology: Are you looking for an on-demand solution (SaaS) or an on-premise solution? It is important that you know where your IT and Marketing management teams stand on this issue. Some of the newer vendors only offer on-demand solutions. Most of the more established companies offer both. Unfortunately, many of their sales teams are chartered to sell only one model. You can easily find yourself in a deep conversation with a rep only to find out that she is only paid to sell the 'on-premise' version of his company's product. Cost: Whether you are a multi-billion dollar global organization or a $10 million dollar new venture, your budget is your budget. It is now possible to solve a great many marketing challenges using low cost solutions. It is also possible to apply enterprise class software to a host of marketing challenges. The spectrum runs from $10,000 to $1,000,000 per year. Find out early where you fit on this spectrum. Integrations: With what other systems must your marketing automation system integrate? Identify key dependencies early and ensure that the vendors on your short list have a good track record of working with your other systems.


  • 1. How to Maximize Marketing ROI by Implementing Multichannel Campaigns
    Marketing Professionals
    Jennifer Pockell-Wilson: Polycom
    Ana Bardelas: Celsis International
    Andrea Wildt: Marketing Automation Expert
    David Lewis: DemandGen
    Larissa DeCarlo: Marketing Operations Works
  • 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, 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 products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of, 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., inc. assumes no obligation and does not intend to update these forward-looking statements.
  • 3. Marketing ROI is a Journey
  • 4. Agenda
    Marketing automation case studies:
    Q&A with our panel of marketing automation experts
  • 5. Our Speakers
  • 6. Ana Bardelas
    Celsis International Ltd
    Andrea Wildt
    CRM & Marketing Consultant
  • 7. Celsis International At-a-Glance
  • 8. Celsis: Before
    Several SysAdmins over the years
    Data quality issues
    Not a standardized hand-off process with Sales
    • Leads not converted correctly by Sales organization
    Not all campaign tactics tracked in Salesforce
    Yes 3rd party online programs, tradeshows
    No Inbound from website landing pages, paid search
    Provide exec-level KPIs on dashboards
  • 9. Celsis After: 4 steps to Marketing Metrics
    Qualified Leads
    Closed Business
  • 10. Celsis After: Campaign Set Up
  • 11. Celsis After: Response Capture
    Lists: Tradeshows, Events, 3rd Party lead Gen
    Web Content: Web-to-Lead Forms
  • 12. Setting Up Web-to-Lead
    <input type=hidden name="Campaign_ID" value="70180000000XXXX" />
  • 13. Handling Inbound Responses
    Duplicate Records
    Easy To Understand Lead Status Values
    Consistent Criteria For Conversion
    Standard Opportunity Creation Process
    Creating Opportunities from Contacts or Leads ensures campaign association and contact role association
  • 14. New Marketing KPIs
  • 15. Ready for Marketing Automation?
    Compelling Reasons
    Cannot meet growing demands
    Right message, right time, right channel
    Demand generation pipeline
    Marketing performance and MROI
    On-demand solution (SaaS) or on-premise
    Cost: $10,000 to $1,000,000 per year
    Integrations with other systems
    Staffing (Internal, Outsourced)
  • 16. Jen Pockell-Wilson
  • 17. Polycom At-a-Glance
  • 18. What Percentage of Polycom’s Business Do Conference Phones Represent?
    Less than 20%
    20+% - 50%
    More than 50%
  • 19. Polycom: Before
    Marketing viewed as an expense, not an investment
    Lack of clarity in Roles & Responsibilities
    Gaps in resource model
    No common metrics or measurement
    Plus, normal challenges associated with $1B growth company
  • 20. Polycom: After
    Roles and Responsibilities
    Introducing Global Marketing Operations
    Define Common Process – Demand Waterfall
    Speak the same language
    Introducing Global Programs – 60/40 rule
    Magic Matrix – Full Transparency
    Implementation & Continuous Development with Eloqua
    Salesforce integration – Global Reporting
    Data Quality
  • 21. Polycom: After2010 Marketing Dashboard
    Awareness & Thought Leadership
    Q4 09 Q1 10 Q2 10 Q3 10 Q4 10
    Demand Generation Programs
    Solution-Oriented Sales Tools
    Partner Programs
    Web Metrics
  • 22. Polycom: AfterDemand Generation
    Conversion of Pipeline to Opportunities to
    XX% from XX%
    Marketing QualifiedLeads (MQLs)
    Responses Impacted
    by Marketing
    Sales AcceptedLeads (SALs)
    Closed Business
  • 23. Polycom: Lead Metrics Table & Reports
    Combines Campaign, Lead, Opportunity
    Can be sliced and diced in many different ways
    Global or local
  • 24. David Lewis
  • 25. Marketing Automation Components
    Ideal Target Profile Digital Body Language
    Campaign Management
    Marketing Measurement
    • Asset Performance
    • 29. Campaign Performance
    • 30. Revenue Contribution
    • 31. Site Utilization
    Lead Management
    Contact Management
    • Prospect Database
    • 34. Lead Database
    • 35. Client Database
    • 36. Suscription Management
  • The Whole is Greater Than the Sum
    Updates sent to Marketing
    Email Design
    Lead Management
    Landing Pages & Forms
    Contact Management
    Event & Survey Campaigns
    Account Management
    Lead Scoring
    Pipeline Management
    Marketing Automation
    Lead Nurturing
    Opportunity Management
    List Management
    Customer Service
    Web Analytics
    Contract Tracking
    Campaign Planning
    Partner Management
    Subscription Management
    Updates sent to Sales
  • 37. Leveraging Lead Scoring
  • 38. Lead Scoring = Sales’ Priority List
  • 39. Everything is Not a Lead
    Establish a Shared Taxonomy Between Sales and Marketing
    Sales Qualified Lead (SQL)
    Sales Accepted Lead (SAL)
    Marketing Qualified Lead (MQL)
    Marketing measures prospect interest
    Nurture and Score to get lead sales ready
    Sales accepts ownership
    Sales qualifies BANT criteria
    Sales closes revenue opportunity.
    Makeover your Sales & Marketing Process with Marketing Automation and a Demand Funnel
  • 40. Nurturing Leads Through The Buying Cycle
    Lead Nurture (Goal: Educate)
    Inquiry Nurture (Goal: Qualify)
    Update Salesforce Goal: Sales Alignment- Lead Score
    • Funnel Status
  • Words of Wisdom for The Journey
    It’s not if you should, it’s when you should
    Pick a system that works for people you respect
    Establish process before rolling out to marketing
    Create a task force to align sales and marketing
    Establish your demand funnel and taxonomy
    Implement lead scoring and nurturing to maximize ROI
    Say goodbye to batch and blast, think programs
    Learn how to show marketing’s contribution to revenue
  • 41. The Marketing Automation Landscape
  • 42. Questions?
    Ana Bardelas: Celsis International
    Jennifer Pockell-Wilson: Polycom
    Andrea Wildt: CRM & Marketing expert
    David Lewis: DemandGen
    Larissa DeCarlo: Marketing Operations Works
  • 43. How Could Dreamforce Be Better? Tell Us!
    Log in to the Dreamforce app to submit
    surveys for the sessions you attended
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    Every session survey you submit is a chance to win an iPod nano!