How to Maximize Marketing ROI by Implementing Multichannel Campaigns


Published on

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!

Published in: Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 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.
  • How to Maximize Marketing ROI by Implementing Multichannel Campaigns

    1. 1. How to Maximize Marketing ROI by Implementing Multichannel Campaigns<br />Marketing Professionals<br />Jennifer Pockell-Wilson: Polycom<br />Ana Bardelas: Celsis International<br />Andrea Wildt: Marketing Automation Expert<br />David Lewis: DemandGen<br />Larissa DeCarlo: Marketing Operations Works<br />
    2. 2. Safe Harbor<br />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.<br />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. <br />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.<br />
    3. 3. Marketing ROI is a Journey<br />
    4. 4. Agenda <br />Marketing automation case studies:<br />Q&A with our panel of marketing automation experts<br />
    5. 5. Our Speakers<br />
    6. 6. Ana Bardelas<br />Celsis International Ltd<br />Andrea Wildt<br />CRM & Marketing Consultant<br />
    7. 7. Celsis International At-a-Glance<br />
    8. 8. Celsis: Before<br />Several SysAdmins over the years<br />Data quality issues<br />Not a standardized hand-off process with Sales<br /><ul><li>Leads not converted correctly by Sales organization</li></ul>Not all campaign tactics tracked in Salesforce<br />Yes 3rd party online programs, tradeshows<br />No Inbound from website landing pages, paid search<br />Provide exec-level KPIs on dashboards<br />
    9. 9. Celsis After: 4 steps to Marketing Metrics<br />Qualified Leads<br />Pipeline<br />Closed Business<br />
    10. 10. Celsis After: Campaign Set Up<br />
    11. 11. Celsis After: Response Capture<br />Lists: Tradeshows, Events, 3rd Party lead Gen<br />Web Content: Web-to-Lead Forms<br />
    12. 12. Setting Up Web-to-Lead<br /><input type=hidden name="Campaign_ID" value="70180000000XXXX" /> <br />
    13. 13. Handling Inbound Responses<br />Duplicate Records<br />Easy To Understand Lead Status Values<br />Consistent Criteria For Conversion<br />Standard Opportunity Creation Process<br />Creating Opportunities from Contacts or Leads ensures campaign association and contact role association<br />
    14. 14. New Marketing KPIs<br />
    15. 15. Ready for Marketing Automation?<br />Compelling Reasons<br />Considerations<br />Cannot meet growing demands<br />Right message, right time, right channel<br />Demand generation pipeline <br />Marketing performance and MROI<br />On-demand solution (SaaS) or on-premise<br />Cost: $10,000 to $1,000,000 per year<br />Integrations with other systems<br />Staffing (Internal, Outsourced)<br />
    16. 16. Jen Pockell-Wilson<br />Polycom<br />
    17. 17. Polycom At-a-Glance<br />
    18. 18. What Percentage of Polycom’s Business Do Conference Phones Represent?<br />Less than 20%<br />20+% - 50%<br />More than 50%<br />
    19. 19. Polycom: Before<br />Marketing viewed as an expense, not an investment<br />Lack of clarity in Roles & Responsibilities<br />Gaps in resource model<br />No common metrics or measurement<br />Plus, normal challenges associated with $1B growth company<br />
    20. 20. Polycom: After<br />People<br />Roles and Responsibilities<br />Introducing Global Marketing Operations<br />Process<br />Define Common Process – Demand Waterfall<br />Speak the same language <br />Introducing Global Programs – 60/40 rule<br />Magic Matrix – Full Transparency<br />Systems <br />Implementation & Continuous Development with Eloqua<br />Salesforce integration – Global Reporting<br />Data Quality<br />
    21. 21. Polycom: After2010 Marketing Dashboard<br />Awareness & Thought Leadership<br />Q4 09 Q1 10 Q2 10 Q3 10 Q4 10<br />Demand Generation Programs <br />Solution-Oriented Sales Tools<br />Partner Programs <br />Web Metrics<br />
    22. 22. Polycom: AfterDemand Generation<br />Conversion of Pipeline to Opportunities to<br />XX% from XX%<br />10,547<br />3,761<br />35,833<br />12,705<br />883<br />$XX.XM<br />$XX.X<br />XX,XXX<br />XX,XXX<br />XX,XXX<br />XX,XXX<br />Marketing QualifiedLeads (MQLs)<br />Responses Impacted <br />by Marketing<br />Sales AcceptedLeads (SALs)<br />Closed Business<br />Opportunities<br />
    23. 23. Polycom: Lead Metrics Table & Reports<br />Combines Campaign, Lead, Opportunity<br />Can be sliced and diced in many different ways<br />Global or local<br />
    24. 24. David Lewis<br />DemandGen<br />
    25. 25. Marketing Automation Components<br /> Ideal Target Profile Digital Body Language<br />Campaign Management<br /><ul><li>Emails
    26. 26. Landing Pages
    27. 27. Forms
    28. 28. Microsites</li></ul>Marketing Measurement<br /><ul><li>Asset Performance
    29. 29. Campaign Performance
    30. 30. Revenue Contribution
    31. 31. Site Utilization</li></ul>Lead Management<br /><ul><li>Demand Funnel
    32. 32. Lead Scoring
    33. 33. Lead Nurturing</li></ul>Contact Management<br /><ul><li>Prospect Database
    34. 34. Lead Database
    35. 35. Client Database
    36. 36. Suscription Management</li></li></ul><li>The Whole is Greater Than the Sum<br />Updates sent to Marketing<br />Email Design<br />Lead Management<br />Landing Pages & Forms<br />Contact Management<br />Event & Survey Campaigns<br />Account Management<br />Lead Scoring<br />Pipeline Management<br />Marketing Automation<br />CRM/Salesforce<br />Lead Nurturing<br />Opportunity Management<br />List Management<br />Customer Service<br />Web Analytics<br />Contract Tracking<br />Campaign Planning<br />Partner Management<br />Subscription Management<br />Updates sent to Sales<br />
    37. 37. Leveraging Lead Scoring<br />C<br />B<br />B<br />A<br />
    38. 38. Lead Scoring = Sales’ Priority List<br />
    39. 39. Everything is Not a Lead<br />Establish a Shared Taxonomy Between Sales and Marketing<br />Purchase<br />Interest<br />Justify<br />Awareness<br />Educate<br />Sales Qualified Lead (SQL)<br />Sales Accepted Lead (SAL)<br />Marketing Qualified Lead (MQL)<br />Suspect<br />Inquiry<br />$$<br />Marketing measures prospect interest<br />Nurture and Score to get lead sales ready<br />Sales accepts ownership<br />Sales qualifies BANT criteria<br />Sales closes revenue opportunity.<br />Makeover your Sales & Marketing Process with Marketing Automation and a Demand Funnel<br />
    40. 40. Nurturing Leads Through The Buying Cycle<br />Lead Nurture (Goal: Educate)<br />Inquiry Nurture (Goal: Qualify)<br />Update Salesforce Goal: Sales Alignment- Lead Score<br /><ul><li> Funnel Status</li></li></ul><li>Words of Wisdom for The Journey<br />It’s not if you should, it’s when you should<br />Pick a system that works for people you respect<br />Establish process before rolling out to marketing<br />Create a task force to align sales and marketing<br />Establish your demand funnel and taxonomy<br />Implement lead scoring and nurturing to maximize ROI<br />Say goodbye to batch and blast, think programs<br />Learn how to show marketing’s contribution to revenue<br />
    41. 41. The Marketing Automation Landscape<br />
    42. 42. Questions?<br />Ana Bardelas: Celsis International<br />Jennifer Pockell-Wilson: Polycom<br />Andrea Wildt: CRM & Marketing expert<br />David Lewis: DemandGen<br />Larissa DeCarlo: Marketing Operations Works<br />
    43. 43. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />