SEM+CRM=ROI Heaven

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An inside look at how salesforce.com uses CRM data to optimise it's Paid Search Programs. Presented at SMX Sydney 2013 by Mark Vozzo. For more details visit http://blogs.salesforce.com/au/2013/04/smx-sydney-markvozzo.html

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SEM+CRM=ROI Heaven

  1. 1. SEM + CRM = ROI HeavenA behind the scenes look at how Salesforce uses CRM to optimise paid search SMX Sydney, 4 April 2013 @markvozzo #SMX Mark Vozzo Inbound Marketing Manager (APAC) Twitter: @markvozzo
  2. 2. Safe Harbor http://www.salesforce.com/company/investor/safe_harbor.jsp 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 salesforce.com, 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 product or service availability, 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, new products and services, 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 any litigation, risks associated with completed and any 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 non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures 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 presentations, 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. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.@markvozzo #smx
  3. 3. About Me  Mark Vozzo • +10 years in Online Marketing • Started as a Webmaster & Developer • Got in search in late ‘90s • Worked in Media & Tech, B2C & B2B Fairfax Media Microsoft Salesforce Search Marketing Analyst Search and Online Online Manager (APAC), (News & Media Group) Analytics Manager, ANZ Head of Inbound Mktg
  4. 4. Agenda  About salesforce.com  How we optimise paid search – 1. Why CRM data is important – 2. About my SEM program – 3. Step-by-Step: How we do it – 4. How we automate & optimise for ROI@markvozzo #smx
  5. 5. Aboutsalesforce.com
  6. 6. #1 in Cloud Computing and CustomerRelationship Management#1 Cloud Sales, Service, Innovation #2 Highest Computing Marketing 2011, 2012 Performing
  7. 7. Helping businesses become a ‘Customer Company’:Connect With Your Customers in a Whole New Way Connected Connected Employees Partners Connected Connected Customers Products
  8. 8. About Toyota FriendYouTube Video: http://www.youtube.com/watch?v=8z9NkZfznPI
  9. 9. About my SEMPrograms
  10. 10. Where am I buying keywords@markvozzo #smx
  11. 11. 2 Languages 4 Engines 5 Countries 32 Landing Pages100+ Campaigns 11,300+ Ad Groups 60,000+ Keywords
  12. 12. About ourSelling Model
  13. 13. Small Businesses Enterprise Businesses@markvozzo #smx
  14. 14. Marketing Sales Online Lead Generation Offline Lead Qualification - SEO - Sales Reps - SEM - Phone calls - Banners - Customer visits - Email - Social Media@markvozzo #smx
  15. 15. Here lies the challenge… Marketing Sales@markvozzo #smx
  16. 16. Here lies the challenge… Marketing Sales SEM Metrics Sales Metrics Ad Spend ($) Lead flow CPC Opportunities CTR Pipeline Targets Avg. Position Deal Size/Revenue ($) Bounce Rate Avg. Call to Close Rate Form Competes (Conv.) Customer Contact History Cost per Conv. DATA DATA Baidu / Google Adwords Contact Lists Web Analytics Tools Excel/Word Docs@markvozzo #smx * Image Source
  17. 17. A B * Example DataMarketing Cost per Week: $500 Cost per Week: $1,000 Conv. per Week: 50 Conv. per Week: 20 Avg. Cost per Conv.: $10 Avg. Cost per Conv.: $50 # of True Conversions # of True Conversions 10 (20% Close Rate) 5Sales (25% Close Rate) Weekly Revenue: Weekly Revenue: $10,000 $50,000@markvozzo #smx
  18. 18. A B * Example DataMarketing Cost per Week: $500 Cost per Week: $1,000 Conv. per Week: 50 Conv. per Week: 20 Avg. Cost per Conv.: $10 Avg. Cost per Conv.: $50 # of True Conversions # of True Conversions 10 (20% Close Rate) 5Sales (25% Close Rate) Weekly Revenue: Weekly Revenue: $10,000 $50,000@markvozzo #smx
  19. 19. Here’s the answer: Have yourMarketing & Sales data in one place
  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@markvozzo #smx
  21. 21. Step 1: Setup Tracking  Every keyword has it’s own Marketing Campaign in Salesforce CRM with a unique tracking driver ID
  22. 22. Step 1: Setup Tracking Everything I need to know about this Keyword is stored in this “Campaign” record  Country (Geo-Target)  Search Engine (Publisher)  Match Type  Product I’m Promoting  Google Campaign Name  Google AdGroup
  23. 23. 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@markvozzo #smx
  24. 24. Step 2: Send SEM Campaign info with the LeadUse hidden fields your forms to capture the unique tracking IDUpon “Submit”, tracking ID is sent with the lead details in to our CRM system.@markvozzo #smx
  25. 25. Step 2: Send SEM Campaign info with the Lead* Example Data
  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@markvozzo #smx
  27. 27. Step 3: Sales Reps can review ProspectsMarketing Activities prior to calling@markvozzo #smx
  28. 28. Step 3: Sales Reps can review ProspectsMarketing Activities & Interests prior to calling Watched a CME Demo Free Trial Signup Google Search Email Nurture (Step 1) Sales Rep have access to all the campaign touches. This provides them with background information to help them sell more effectively.@markvozzo #smx
  29. 29. Step 3: Sales Reps can keep track of all conversations with the lead Phone Chat Left a Voice Message Email Follow-Up When a Sales Rep leaves, the new replacement can pick up immediately where he/she left off.@markvozzo #smx
  30. 30. Step 3: Sales Reps can see Campaigninformation and Nurture the leads. What Keyword? What Landing Page? Which Video? Which Product? What Pitch?
  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@markvozzo #smx
  32. 32. Step 4: Costs & Revenue data all-in-one place. $ Budget Marketing SEM Cost Number of Deals Sales $ Revenue* Example Data from this campaign@markvozzo #smx
  33. 33. Step 4: Centralized Reports & Dashboards  Track performance through dashboards in Real-time  Build reports to determine best performing keywords  CRM helps me determine – Which channels deliver the best return – Which keywords are generating the most leads – Which segments received the most pipeline from my SEM campaigns* Example Data@markvozzo #smx
  34. 34. 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. 35. Step 5: Automate & Optimise for ROI@markvozzo #smx
  36. 36. Step 5: Automate & Optimise for ROI A + “客户管理” + Free Trial Offer B 10K + “Salesforce” + Cost Demo Offer 10K Cost C + “Social CRM” + eBook Offer* Example Data 10K Cost
  37. 37. Step 5: Automate & Optimise for ROI A + “客户管理” + Free Trial Offer B 10K 500K + “Salesforce” + Cost Revenue Demo Offer 10K 1M Cost Revenue C + “Social CRM” + eBook Offer* Example Data 10K 200K Cost Revenue
  38. 38. Step 5: Automate & Optimise for ROI A + “客户管理” + Free Trial Offer B 10K 500K + “Salesforce” + Cost Revenue Demo Offer 10K 1M Cost Revenue C + “Social CRM” + eBook Offer* Example Data 10K 200K Cost Revenue
  39. 39. Step 5: Automate & Optimise for ROI A + “客户管理” + Free Trial Offer B 10K 7K 500K 400K + “Salesforce” + Cost Revenue Demo Offer +3K 10K 19K 1M 2M Cost Revenue +6K C In this Example: +$1M additional + “Social CRM” + revenue achieved by moving $9K eBook Offer from poor performing SEM campaigns to the highest performer.* Example Data 10K 4K 200K 100K Cost Revenue
  40. 40. In Summary
  41. 41. In Summary…@markvozzo #smx
  42. 42. Marketing Sales@markvozzo #smx
  43. 43. Google Adwords & Analytics campaign datainside Salesforce? CloudAmp – Campaign Tracker
  44. 44. Any Questions?  Feel free to post your questions on my blog: http://blogs.salesforce.com/au@markvozzo #smx

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