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How Salesforce.com Uses Marketing
 

How Salesforce.com Uses Marketing

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How Salesforce.com Uses Marketing How Salesforce.com Uses Marketing Presentation Transcript

  • How Salesforce.com Uses Salesforce Marketing Monica Norton, Salesforce.com Andrea Wildt, Salesforce.com Jenny Dixon, Salesforce.com Track: Marketing Executives
  • Safe Harbor Statement
    • “ Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements the achievement of which involves 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.  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 the integration of Sendia Corporation’s technology, operations, infrastructure and personnel with ours; unexpected costs or delays incurred in integrating Sendia with salesforce.com, which could adversely affect our operating results and rate of growth; any unknown errors or limitations in the Sendia technology; any third party intellectual property claims arising from the Sendia technology; customer and partner acceptance and deployment of the AppExchange and AppExchange Mobile platforms; interruptions or delays in our service or our Web hosting; our new business model; breach of our security measures; possible fluctuations in our operating results and rate of growth; 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 CRM service; 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.
    • 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, 2006. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor .
    • 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 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, except as required by law.
  • Agenda
    • Document Management, E-mail Templates and Collateral Management
    • How Salesforce.com Uses Campaigns
    • Reporting, Analytics & Dashboards
    • Q&A
  • Monica Norton Sr. Marketing Writer Salesforce.com [email_address]
  • Collateral Headaches for Sales & Marketing
    • MARKETING ANGST
    • Materials are created and updated continuously
    • Hard to ensure everyone has the “latest and greatest” when your distribution options are:
      • Email
    • Collateral must be maintained in multiple spots
      • Intranet
      • Web site
    • Worst case scenario: brand confusion and misinformation
    • SALES ANGST
    • Inbox overload – updated datasheets get lost in the email shuffle
    • Archive overload – when a rep needs a datasheet, he/she can’t find the latest version
    • Doubt overload – uncertainty about validity of materials
    • Worst case scenario: reps make do without proper tools or they create their own (YIKES!)
      • Intranet/Web
      • Shared folders
      • Portals
  • Documents Tab
    • Categorize documents by region, group, type, etc. for easy browsing
      • Think about your users and how they search for info
    • Make your library easy to search and scan with:
      • Descriptive titles
      • Complete descriptions
      • Multiple keywords
    • Link to the documents from your Web site and intranet
    • Begin folder name with category:
    • Region ( US – Collateral)
    • Dept. ( Sales – Collateral)
    • Product ( SFA – Collateral)
    Tips & Tricks
    • Top search results match documents’ titles and/or keywords
    • In descriptions, short phrases are easier to scan than narrative descriptions
    Tips & Tricks
  • Managing the Collateral Process
    • Create a custom collateral object and tab in Salesforce
    • Include completed and in-progress collateral of all types: datasheets, brochures, case studies, articles, analyst reports
    • Ask to be the delegated admin so you can maintain the tab
    • Restrict access to marketing, and expose the appropriate data on your intranet or portal via an API integration
    Tab name: Collateral Program Field suggestions: Text/Text Area: Title, Notes, Inventory Quantity Picklists: Type, Status, Update Frequency Multi-Select Picklists: Languages, Content Date: Target Completion, Last Update, Last Printed Checkbox: Printed?, Distribution Rights? URL: Link to Document Tips & Tricks
  • Top Five Reasons to Create a Sales Template Library
    • Protect your brand
      • Make sure sales is sending out the correct messaging.
    • Keep sales focused on selling
    • Save them time by having approved templates ready to go.
    • Leverage best practices
    • Reinforce your sales methodologies in your templates.
    • Facilitate marketing/sales interaction
    • Reinforce your valuable contribution to the sales process.
    • Ensure professionalism
    • Banish typos (very few salespeople were English majors).
    5 4 3 2 1
  • Creating Effective Sales Templates
    • Identify the message(s)
      • What’s the key point?
      • What’s the goal?
      • Who’s the audience?
      • Who’s the sender?
      • How many are needed?
    • Create simple letterheads and images
    When to consider breaking your message into two (or more): Longer than two short paragraphs Covering too much territory Multiple calls to action Opportunity for sequential follow up Tips & Tricks Keep graphics to a minimum in templates coming from individual reps. Tips & Tricks
  • Andrea Wildt Sr. Manager, Integrated Marketing Salesforce.com [email_address]
  • Campaigns are CORE to Tracking Marketing Effectiveness Closed business ties back to leads Leads tie to marketing campaigns
  • Campaign Record Types Record types allow you to associate different business processes and subsets of picklist values to different users based on their user profile. Any promos on corporate website (demo center Web Promotions Description Record Type Name Campaigns that do not fit in other categories (sales campaigns, internal company programs) Generic Campaign When customers or prospects express interest in a specific area (product, education, services, etc) Opt-in Campaign Keyword buys on search engines (google, yahoo) Search Engine Marketing Any salesforce event (city tour, user conference, etc) or 3 rd party event (trade show, partner conference) Marketing Events & Webinars Email drop to customers, prospects or 3 rd party lists Email Marketing
  • Campaign Naming Conventions
    • Consistent global naming conventions will help you:
      • Find campaigns faster
      • Group types of campaigns together with ease
    [Internet Search] - [Date] - [Region] - [Search Engine] - [Adgroup] – [Product Focus] Internet Search – FY07Q1 – NA/US – Google – Call Center - SSS Search Engine Marketing [Program Name] – [Date] – [Audience] – [City] – [Driver Name] City Tours – FY07Q1 – Customers – Raleigh – Email – 1 Week Left Events & Webinars [Email] – [Audience] – [Campaign] – [Date] Email – HOM – OneSource – FY07Q1 Email Marketing [Vehicle] – [Site] - [Vehicle- Granular] – [Campaign] – [Date] Web promo – SFDC – Login Page Primary – OneSource – FY07Q1 Web Promotions
  • Standardize Member Status Values
  • Member Status Values 1. Replace Sent & Responded Member Status with “Completed Form” 2. Set Default & Responded to “Completed Form” Search Engine Marketing 1. Replace Sent & Responded Member Status with “Registered”, “Attended” and “Cancelled” 2. Set Default to “Registered” Events & Webinars 1. Replace Sent & Responded Member Status with “Responded” 2. Set Default & Responded to “Responded” Email Marketing 1. Replace Sent & Responded Member Status with “Responded” 2. Set Default & Responded to “Responded” Web Promotions
  • Parent Campaigns
    • Allows us to tie together marketing tactics to see the holistic results of an initiative.
  • Section on Campaigns for Sales “Next Steps”
    • From a lead, sales reps can click in to the campaign and understand what the lead was responding to and what the appropriate follow up is
  • Tracking the Right Data at the Right Place
    • Define what is important to your organization and tie that value from lead to opportunity
    Program Campaign (Lead Source) CAMPAIGNS Lead Source copied over from program campaign LEADS Lead Source and Campaign carried forward OPPORTUNITIES Tip: Define your lead source values so they tie back to budget dollars
  • Examples of Reports
    • From leads we pull reports that give us:
      • # of leads generated by source in a given period of time
    • From campaigns we pull reports that give us:
      • What specific tactics contribute to lead generation by source
      • ROI of all campaigns that contribute to a lead source
    134,000 1,000 4,000 34,000 1,300 13,400 300 10,000 1,000 199,000 30% 1000% -29% 45% 124% 35% 22% 98% 36% 71%
  • Jenny Dixon Sr. Manager, Integrated Marketing Salesforce.com [email_address]
  • Some Tips – How We Do It
    • Don’t recreate the wheel – clone dashboards
    • Don’t make people guess - use dashboard text area
    • Label your data - create a “Dashboard Label” custom field
    • Communicate at least 2 facts in each component
  • Building Your Dashboard – How We Do It GAUGE Compare performance vs. target METRIC Small size is useful for side-by-side comparisons TABLE See the exact numbers in a series or the names of the “top records” CHART Best for visualizing trends and segmentation , but often lose detail on exact numbers Optimizing Your Component Options
  • Sales Prospecting Dashboard – Tips & Tricks FILTER dashboard by region GROUP target accounts by account owner NAME call-down lists clearly INCLUDE leader boards for competitions TRACK performance: reps attach campaign to opportunities Organize call-down lists and sales leader boards
  • Marketing Campaign Dashboard – Tips & Tricks TREND data shows impact GROUP responses by tactic METRIC components summarize results REPORT campaign revenue generated COMPARE performance v. target TIP : Include lead conversion rate using a custom formula field Reports performance of a campaign or series of tactics
  • Product Line Dashboard – Tips & Tricks LINE GRAPH reports responses over time METRICS show snapshot of key metrics LIST top tactics by responses and revenue INCLUDE overall performance data Reports cumulative marketing impact on the business over time
  • Event Registration Dashboard – Tips & Tricks Tracks ongoing event registration and ROI GROUP registration by city COMPARE registered v. attended METRICS for at-a-glance results FILTER by year to track progress
  • Search Engine Marketing Dashboard – Tips & Tricks Tracks Search Engine Marketing performance and ROI LIST top performing keywords TREND SEM leads over time LIST top performing campaigns COMPARE target $$ v. performance
  • Monica Norton Sr. Marketing Writer Andrea Wildt Sr. Manager, Integrated Campaigns Jenny Dixon QUESTION & ANSWER SESSION Salesforce.com Salesforce.com Salesforce.com Sr. Manager, Integrated Campaigns
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