How to use CRM Data to Maximize Paid Search

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This is a presentation delivered at SES Shanghai (April 2012). It is a behind the scenes look at how Salesforce.com uses CRM to bridge the gap between Marketing and Sales, thus allowing Marketing to optimize it's Paid Search Program spend based on revenue data from Sales.
See a step-by-step workflow on how this all happens.

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  • Marc B founded the company in 1999. For 13 years we've been all over the world talking to the industry and we've been saying look, things are changing, the world is changing. We are going to go through another huge paradigm shift. We've moved from the mainframes into client server computing and into the cloud.
  • You've listened and you have responded in kind, and it's been amazing, and you've created a company that has more than a $2 billion annual run rate. Amazing. There's more than 100,000 salesforcecustomers today on our core services. And, we're delivering more than 36 billion transactions a day to you, based on this new technology model, this multi-tenant vision that we have of shared services.
  • This is not Salesforce.com data
  • Scenario A: We are wasting Money, Doesn’t give us any return, Wastes Sales Reps TimeScenario B: Potential of generating $6M in Annual Revenue, Delivering healthy returns, we should prioritize these leads.
  • This session is looking at post click B2B online marketing, so we are going to discuss what to do after someone clicks on an ad or a link and arrives at your website. So, they go to Google, and do a search
  • Then they click on your ad. Okay great.
  • Our SEM Ads always drive a dedicated landing page offers, never to the homepage. Why? We want to create a laser focussed good user experience with the best possible conversion rate. By driving to the home page you are giving the user choice and with choice comes indecision, confusion and drop off.
  • Lead Record:https://na1.salesforce.com/00Q3000000mEAPs
  • https://na1.salesforce.com/70130000000FogS
  • https://na1.salesforce.com/70130000000FogS
  • Integrate all of your data sources into bidding solution
  • Please feel free to connect with me on Linkedin, or drop me an email.
  • How to use CRM Data to Maximize Paid Search

    1. 1. 上海会议 上海会#SES上海会议# www.salesforce.com/cn How to use CRM data to Maximize Paid Search . Mark Vozzo Senior Search Manager, APAC Twitter: @markvozzo Email: mvozzo@salesforce.com
    2. 2. Safe HarborSafe 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 materializeor if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by theforward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including anyprojections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regardingstrategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services ortechnology 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 functionalityfor our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results andrate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated withcompleted and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, ourability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment,our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information onpotential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recentfiscal year ended January 31, 2012 and in our quarterly report on Form 10-Q for the most recent fiscal quarter ended January 31, 2012. Thesedocuments and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Website.Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available andmay not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that arecurrently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.http://www.salesforce.com/company/investor/safe_harbor.jsp 2
    3. 3. About Me Mark Vozzo Mum is Chinese, Dad is from Italy and I was born in Australia +10 yrs in Digital Marketing Fairfax Media Microsoft Salesforce Search Marketing Analyst Online Analytics Manager Search Manager, APAC (2 yrs) (2.5 yrs) (18 mths) 3
    4. 4. Our Mission: Cloud Computing Driver & Evangelist Enterprise Cloud Computing 1960s 1980s TodayMainframe Client/Server 4
    5. 5. First Cloud Company to Exceed $2.3 Billion Annual Run Rate $3 Billion 100,000+ #1 Annual revenue Customers World’s Most run rate for FY13 Innovative Companies 5
    6. 6. Salesforce.com is so much more than just CRM… Social Enterprise platform CRM is just a small part of what we offer For more information: our customers. www.salesforce.com/cn 6
    7. 7. Topic: How to use CRMdata to maximize Paid Search 1 The Business challenge we needed to overcome 2 About our Paid Search Program 3 Step-by-Step: How we bridge the gap 4 How we optimize our SEM Programs using Sales data in our CRM 7
    8. 8. The Business Challenge…When sales are a blame game starts… Marketing blames Sales for not closing deals. Sales blames Marketing for not driving enough quality leads. 8
    9. 9. The Business Challenge… Marketing Sales KPIs (SEM) Sales KPIs Ad Spend ($) Opportunities CPC Pipeline Targets Traffic (Visits/Bounce Rate) Deal Size/Revenue ($) Form Competes (Leads) Customer Contact History DATA STORED ONLINE DATA STORED Baidu / Google Adwords Contact Lists Web Analytics Tools Excel/Word Docs 9* Image Source
    10. 10. Are there benefits to bridging the gap? 10
    11. 11. Marketing A B Cost per Week: $5,000 Cost per Week: $10,000 Conv. (Leads) per Week: 500 Conv. (Leads) per Week: 200 Avg. Cost per Lead: $10 Avg. Cost per Lead: $50 11
    12. 12. Marketing A B Cost per Week: $5,000 Cost per Week: $10,000 Conv. (Leads) per Week: 500 Conv. (Leads) per Week: 200 Avg. Cost per Lead: $10 Avg. Cost per Lead: $50 # of True Conversions # of True Conversions (Opportunities): 0 (Opportunities): 40Sales Weekly Revenue: Weekly Revenue: $0 $100,000 12
    13. 13. About our Paid Search Program at Salesforce.com 13
    14. 14. About our Paid Search Program B2B: We sell to Small Business up to Large Global Enterprises Offline Sales Model: Sales Reps call customers to convert Varied Sales Cycles: E.g. Days for SMB, Months for Enterprises Multiple Countries: Australia, NZ, India, Singapore & China Large Keyword Set: +30,000 Multiple Target Markets Many Different Offers: – Demo Video – 30 Day Free Trial – Contact Me – Ebooks/Whitepaper Promote many different Products and Solutions: - CRM, Service, Collaboration, Social Media Monitoring, Social Enterprise… 14
    15. 15. 15
    16. 16. 16
    17. 17. We always drive all SEM toa dedicated landing page. 17
    18. 18. Q. How can I tell if SEM is helping Sales? 18
    19. 19. Answer: HaveMarketingand Sales data all in one place 19
    20. 20. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 20
    21. 21. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 21
    22. 22. Step 1: Set Up Offline Conversion Tracking Every keyword is it’s own Campaign in Salesforce with a unique tracking driver ID The unique tracking ID is appended to the destination URLs 22
    23. 23. Step 1: Set Up Offline Conversion Tracking Everything I need to know about this Keyword is stored in this “Campaign” record Country (Geo-Target) Engine (Google/Baidu) Match Type Product I’m Promoting Google Campaign Name Keyword 23
    24. 24. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 24
    25. 25. Step 2: Send SEM Campaign info with the Lead Use hidden fields in your forms to capture the unique tracking ID Upon “Submit”, push tracking ID into the CRM system with the lead information 25
    26. 26. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 26
    27. 27. Step 3: Sales Reps can review ProspectsMarketing Activities & Interests prior to calling 27
    28. 28. Step 3: Sales Reps can review ProspectsMarketing Activities & Interests prior to calling 17 Jan – CME Demo 9 Jan – Free Trial Signup 8 Jan – Google Search “Salesforce.com.au” 15 Jan – Automated Sales Rep have access to all the campaign touches. This provides them Email Touch (Step 1) with background information to help them sell more effectively. 28
    29. 29. Step 3: Sales Reps can keep track of allconversations with the lead 17 Jan – Phone Chat 2 Mar – Left a Voice Mail 10 Jan – Email Follow- When a Sales Rep leaves, the new replacement can pick up immediately Up where he/she left off. 29
    30. 30. Step 3: Sales Reps can see Campaigninformation and what are the best “Next Steps” What Keyword? What Landing Page? Which Video? What Product, What Pitch? 30
    31. 31. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 31
    32. 32. Step 4: Campaign Costs and Revenue data - all on onescreen. $ Budget Marketing SEM Cost Number of Deals Sales $ Revenue from this campaign 32
    33. 33. Step 4: Centralized Reports & Dashboards Track performance through dashboards in Realtime Build reports to determine best performing keywords Determine which … – channels deliver the best return – products are more profitable – segments deliver the most revenue 33
    34. 34. Step 4: SEM Conversion Funnel Report Marketing Sales 34 * Sample Data
    35. 35. Step-by-Step: 5 Steps to Bridging the Gap 1. Setup Tracking 2. Send Campaign Information with the Lead 3. Arm Sales Reps for Success 4. Centralized Reporting and Dashboards 5. Automate and Optimize 35
    36. 36. Step 5: Automate & Optimize Conversions 36
    37. 37. For more info: www.marinsoftware.com 37
    38. 38. Step 5: Automate & Optimize ConversionsMove SEM spend to campaigns that perform betterA + “CRM” Keywords + Demo Offer B 10K 500K + “Brand” Keywords Cost Revenue + Demo Offer 10K 1M Cost Revenue C + “Social” Keywords + eBook Offer 10K 200K Cost Revenue 38
    39. 39. Step 5: Automate & Optimize ConversionsMove SEM spend to campaigns that perform betterA + “CRM” Keywords + Demo Offer B 10K 500K + “Brand” Keywords Cost Revenue + Demo Offer 10K 1M Cost Revenue C + “Social” Keywords + eBook Offer 10K 200K Cost Revenue 39
    40. 40. Step 5: Automate & Optimize ConversionsMove SEM spend to campaigns that perform betterA + “CRM” Keywords + Demo Offer B 10K 7K 500K 400K + “Brand” Keywords Cost Revenue + Demo Offer 10K 19K 1M 2M Cost Revenue C + “Social” Keywords + eBook Offer In this Example: +$1M additional revenue achieved by moving $9K 10K 4K 200K 100K from poor performing SEM Cost Revenue campaigns to the high performer. 40
    41. 41. Marketing and Sales data coming together… CRM bridges the gap between Marketing and Sales. 41
    42. 42. Do you need helpimplementing CRM? 42
    43. 43. Engage with a Salesforce Partner to help bridge the Gap Partner: Frensworkz Contact: Eryan Yu (Sales Director) Tel: +86 18621035820 E-mail: eryan.yu@frensworkz.com Website: www.frenswrokz.com 43
    44. 44. 44
    45. 45. Any Questions? Mark Vozzo Email: mvozzo@salesforce.com LinkedIn: linkedin.com/in/markvozzo Twitter: @markvozzo Download Slides: http://bit.ly/ses-vozzo 45
    46. 46. Reference 46
    47. 47. Marin Salesforce Connector Contact: Nick Gill APAC Account Mgr. Marin Software +61 416 558 812 nick.gill@marinsoftware.com For more info: www.marinsoftware.com 47

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