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Salesforce Los Angeles User Group Meeting March 20th, 2013

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This is the presentation from our March 20th User Group networking meeting. Please feel free to contact me with any questions. We look forward to seeing you at the next one! …

This is the presentation from our March 20th User Group networking meeting. Please feel free to contact me with any questions. We look forward to seeing you at the next one!
1. Jocelyn Capil from Crescent Solutions - Resume Tips for Tech
2. Jon Miller from Marketo - Secret to Marketo Marketing
3. Ready Talk - Introduction to the Product

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  • Our #1 secret is that we believe that buying has changed forever, and that marketing and sales need to change as well.Not that long ago, there were few 3rd party sources of information – information scarcity – which meant that a buyer had to get most of their information from sales. In this world, it made perfect sense for marketing to pass all leads over to sales. It also meant we lived in a world of attention abundance, with fewer channels competing for a buyer’s attention. Traditional marketing, characterized by Mad Men-style marketing, grew up in this era.
  • But now, there is an explosion of readily available information… This is a recent phenomenon… The web as a mainstream solution is only 13 years old Over the next 4 years, we will generate more data than the entire previous history of the world Social creates even more sources of information Mobile is transforming not just our access to information – but how we interact with people. When did it become OK to look up info at the dinner table?All this access to information changes the power dynamics between buyer and sales people. Today buyers get most of their information themselves and don’t want to talk to a sales person until they are much further along. [Example: last time I bought a car.] SiriusDecisions says that 70% of the buying cycle has already taken place before buyers are willing to engage with a live sales person.
  • In traditional marketing, companies needed to rent (or beg) attention from other people’s media. Whether it’s a display ad on a website, a booth at a tradeshow, or an email sent to a third-party list, companies are essentially “renting” attention that someone else built. This can be effective, but it’s also expensive – and become less effective with attention scarcity. In contrast, with inbound marketing, companies build up their own audience and attract their own attention. Marketing needs to become like a publisher. Build your own audience and attention. Examples:superbowl add, regular tradeshow booth = rented attention. Examples of owning: rockstar tour vs tradeshow booth; blog vs traditional PR; our weekly webinar
  • Map content to the buying stage {keep it short}
  • Step 1: Important to track all touches
  • Here we see what works for Marketo over the last 12 months to generate prospects. Explain columns…Inbound is 4.4X better than average Paid (e.g. tradeshow)… But I’d be a bad stock picker if I put all my money in one stock, and I’d be a bad marketer if I bet all my prospect generation on one source. The reality is you need a portfolio of prospects and channels to achieve the best results. In fact, Marketo runs an average of 40 different Prospect generating programs each and every month across all these sources. Paid Sources: AppExchange – 4.1x betterThis analysis has Virtual Tradeshow at 1.8xTradeshow – 0.8xPPC solid – 0.3x , Webinar – 0.3xOnline, Content syndication, 0.2xSocial Media – 0.1xRed velocity = need for NURTURE
  • Data is available before, during, and after a webinar (registration, attendance, polling, recording playback)Without integration, this data has to be manually moved (or not captured at all)…via uploading/downloading of spreadsheets….possibility of duplicates, missing data….or just not moving data….and definitely a delay in follow-upThe integration automatically syncs data between ReadyTalk and Salesforce on a an hourly basis…or is available to sync at any point with just the push of a button
  • Streamlined Webinars & Training ProcessesDrive timely sales or account management follow-up after the eventBetter qualify leads and speed follow-up based on how prospects responded to a poll, how long they attended an event, or viewed a recordingProvide visibility into webinar and training activities from the Lead or Contact recordCreate new Leads for registrants & attendees not in SalesforceMap registration data to existing Lead & Contact recordsLet others invite Leads and Contacts to your live or recorded eventEfficient Sales Demos & Online Meetings Sales reps can schedule and start demos directly from Salesforce. Prospects can join web meetings in seconds with no downloads & crystal-clear audio. Demos are automatically captured as Salesforce activities, freeing sales reps to focus on selling. Instantly start or schedule a demo from a Contact or Lead.Automatically record meetings as Salesforce activities. Give management visibility into demo activity
  • Across the three use cases, there can be common problems, and subsequent solutionsMandiant (Info security company) (Role: Marketing Specialist)Overdrive (Global distributor of digital content like eBooks/Audio Books) (Role: Business Systems Analyst)Schooldude (Online Education Management Tools) (Role: Applications Engineer) (Uses a marketing automation system as well)
  • Transcript

    • 1. Los AngelesSalesforce User Group March 20 th 2013
    • 2. Top 5 Pitfalls ofTech Resumes
    • 3. Tech Runs in the FamilyMy Brother is aSalesforce Architect He’s only 25!
    • 4. Tech Runs in the FamilyMy Husband is aWeb Developer
    • 5. About Me• Grew up in Cupertino (Silicon Valley)• Former Deloitte IT Consultant• Tech Recruiter at Crescent Solutions
    • 6. Top 5 Pitfalls of Tech Resumes #5: Hard to Read
    • 7. 123 Cherry Tree LaneGeorge Oscar Bluth Jr. Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555Objective: I am an Information Technology wizard looking to use my unique skillsand experience to meet the IT challenges that confront business today. Theintegration of information technology is an ongoing endeavor that requiressomeone like me whose knowledge base of technology encompassesmultiple avenues .. The intersction of technology and magic are mypassions and I want to pursue it in a large org.Education:I received my certification in Wonder and Illusions from the Magic Castle in 2011and became a certified Magician through the Alliance of Magicians. I also receivedmy Bachelor of Arts in Sociology from University of California; Los Angeles. I am acertified Salesforce.com Administrator and Developer.Experience:Freelance Magician and Salesforce Consultant, Los Angeles, CA; 2012 to PresentMy last position was a contract job implementing Salesforce for a large companyin the entertainment industry.. While performing my primary duty as a businessanalyst to gather user requirements and communicate with the sales department,I also provided on-site magic illusions and amusements during office celebrationsand parties. My main task after the implementation was to serve as a SalesforceAdministrator and facilitate any enhancements needed for the modules.
    • 8. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meetthe IT challenges that confront business today. The integration of information technology is anongoing endeavor that requires someone like me whose knowledge base of technologyencompasses multiple avenues. The intersection of technology and magic are my passionsand I want to pursue it in a large organization.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
    • 9. #4: Lacks a Summary or Technical Skills
    • 10. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meetthe IT challenges that confront business today. The integration of information technology is anongoing endeavor that requires someone like me whose knowledge base of technologyencompasses multiple avenues. The intersection of technology and magic are my passionsand I want to pursue it in a large organization.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
    • 11. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, VisioExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather user
    • 12. #3: Includes Irrelevant Information
    • 13. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, VisioExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a small company in the large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
    • 14. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. I acted as a business analyst to gather user requirements andcommunicate with the sales department. My main task after the
    • 15. #2: Doesn’t Have Enough Detail or Specifics
    • 16. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the Mymain task after the implementation was to serve as a Salesforce Administrator and facilitate
    • 17. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• last position was a contract job implementing Salesforce for users companyMy Primary Salesforce Administrator and Developer for 400 a largeat a large in theentertainment industry. While performing my primary duty as a business analyst to gather user entertainment company.• Led the 3-month Salesforce implementation project.requirements and communicate with the sales department, I also provided on-site magic• Worked amusements during office and IT teams to define My document businessillusions andclosely with the business celebrations and parties. andmain task after the Mymain task after the implementation was to serve as a Salesforce Administrator and facilitate requirements.
    • 18. #1: Missing ROI Statements
    • 19. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment company.• Led the 3-month Salesforce implementation project.• Worked closely with the business and IT teams to define and document business requirements.
    • 20. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment company.• Streamlinedand led the 3-month Salesforce implementation projecthelp desk system for and Completed business processes by creating a custom Salesforce $30K under budget all departments. of schedule. 1 month ahead• Worked closely with the business and IT teams to define and document business
    • 21. How to Be a(Sales)force to Be Reckoned With
    • 22. Resume Boosters• Salesforce.com certifications• User groups• Blog• Awards and recognition: • Participating in Dreamforce, hackathons • Being in the Force.com e-mail newsletter • Getting your work published • Winning industry awards• LinkedIn profile
    • 23. Legendary Cover Letters• Write short paragraphs (3-4 sentences)• Stay under 1 page• Feature your proudest accomplishments• Highlight your soft skills through work examples• Tailor it to the specific job• Keep it focused
    • 24. E-mail Excellence• Keep e-mail responses concise• Respond no later than 48 hours after contact• Maintain a professional tone• Refrain from using slang and emoticons • Pay extra attention to spelling and grammar
    • 25. JOCELYNE CAPILSFDC Recruiter Extraordinaire jcapil@crescentsolutions.net 323-843-8188 Add me on LinkedIn!
    • 26. Marketo on Marketing Jon Miller, VP Marketing and Co-Founder Executive Editor of Modern B2B Marketing blog @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 27. Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 28. INFORMATIONABUNDANCEPage 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 29. Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 30. Types of Content Early Stage Thought leadership and Research, funny videos, curated entertainment to build lists, infographics, thought brand and awareness leadership, definitive guides Middle buyers find Tools that help Stage Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studiesPage 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 31. Why Measuring Programs is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple people. Typical buying committee has 5-21 peoplePage 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 32. Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 33. What Generates Pipeline for Marketo?Paid Online (PPC+Email)Nurture EmailNurture Email - CTA Source: Marketo Revenue Cycle Analytics, Jan 2013Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 34. Running WebinarsPage 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 35. Most New Targets Are Not Ready to Buy Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL SAL All Names Recycled Target & Engaged SQL Lead tacted Sales Lead Con- Opportunity Nurturing Marketo Data: •% new Targets not Opp ready: 98% •Target to Opp time: 123 days avg. •% Slow Leads: 80%Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 36. Lead Nurturing in a Word: Relevance Stages 1 2 1. BUYING STAGES 3 A • Early (4.1.1 cadence) • Mid and Late • Customer B 2. BUYING PROFILES • Industry: 82% C • Role: 67% • Company Size: 49% D • Geography: 29% Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLNPage 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 37. Lead Scoring “Shared sales and marketing methodology • Early stage content +3 for ranking leads in • Attend webinar: +5 order to determine their • Visit any webpage / blog : +1 sales readiness” • Visit careers pages: -10 • Demographics (e.g. title) • Pricing pages: • Data append - firmographics • +10 regular, +15 detailed • Data quality • Watch demos: • Corporate email • +5 overview, +10 detailed • Geo location • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential @jonmiller
    • 38. Key Takeaways 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Publish / own content to help leads find you 3. Multi-touch attribution to measure program ROI 4. Most leads are not “sales ready” – nurture relationships over time 5. Use behavior and fit scoring to find the best sales leadsPage 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 39. Question and Answer Marketo, Inc. JON MILLER 901 Mariners Island VP Marketing Suite 200 jon@marketo.com San Mateo, CA 94404 @jonmiller Direct: +1.650.376-2310 blog.marketo.com www.marketo.comPage 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 40. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
    • 41. ReadyTalk for SalesforceAudio + Web Conferencing | Web Events + Professional Services | Recording + Syndication 41
    • 42. Who is ReadyTalk? Founded in 2000, privately held Headquartered in Denver with 160 employees Audio & web conferencing + webinars – 100s of millions of conferencing minutes per year – More than 10,000 conferences per month – Over 500 managed events per month ~8000 active direct customers in 2012 Ranked as one of Deloitte’s Fastest Growing Tech Companies 5 years in a row 42
    • 43. ReadyTalk Strategic Partners 43
    • 44. What is ReadyTalk for Salesforce? ReadyTalk A full-featured and reliable conferencing platform thatRegistration Attendance Data Data integrates seamlessly with Salesforce Recording Interactivity Data Data Automation Salesforce 44
    • 45. Key Uses CasesMarketing Online Training Sales Demos &Webinars Meetings 45
    • 46. Customer Use Cases Customer Problem Solution Creation of a nurtured sales Lack of visibility into my lead by seeing real-time prospect’s webinar activity ReadyTalk Webinar Information (Sales Use Case) Timely communication Use a ReadyTalk for needed with past webinar Salesforce report to apply participants with appropriate filters and email their filters targeted customers (Training Use Case) Utilized ReadyTalk’s Eliminate some of the time integration with Salesforce and spreadsheets it takes to and Eloqua to automate compile large webinar results manual processes from(Marketing Use Case) beginning to end 46