Top 10 things to Automate   How can Marketing Automation        Extend the Value of         Salesforce.com?
Forest YuleSilverpop
Presenter            Forest Yule            Global Alliances Manager            Silverpop
Art vs. Science
Art meets Science
Native vs. Third Party
Automation Priorities   Lead Generation / Lead Capture   Campaign Members   Campaign Members Status   Lead Status Chan...
Behavior Automation Outputs                 •   Triggered Emails                 •   Multi Step Programs                 •...
Lead Generation with SFDC
Holy Smokes!
Lead Gen Through MA  Beyond web-to-lead forms Use Landing pages       Dynamic Content Share to social       Extend the...
Campaign Members Sales sells / Marketing Markets       Increases effectives of both teams Effective nurturing       Co...
Campaign Member Status Remove need for manual updates      Track behavior of multi-track campaigns Increase effectivene...
Lead Status Change SFDC Lead Changes from Lead to Hot Lead     MA can detect that change and trigger an event       New...
Sales Control over Nurturing
Self-Service Integration w/Salesforce
Sales Enablement Lead Alerts:       Email       Chatter       SMS Contact Insight       Activities       Communicat...
Salesforce.com Integration
Sales Visibility (Lead Activity)
De-Duping Avoid conflicting information       Salesperson entries       Buyers are Liars Initial Data Cleanse       L...
Sales Emails “Send from Silverpop”       Marketing creates uploads templates       Manually send mass emails       Tri...
Nurturing / Scoring Score leads  based on criteria  such as Budget,  Authority, Need  and Timeline  (BANT) and  demograph...
Send Email OfferRead “Ebook” 2 days ago(And) Did not register for Trial
Have they Downloaded?Register for Trial = Yes(and) No open Sales Opportunity(and) Not already a customer
Helpful welcome to Trial Email
Have they Purchased?Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time
Enjoying Trial – Upgrade Full?Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity
Thank you Gifts Event triggered fulfillment       Avoid manual process Tracking of gifts       When did it go out     ...
Telemarketing Create CRM task Generate email      For users with low adoption      For users with no SFDC license Tra...
Bonus #11 Send-time-optimization        Avoid time zone challenges        Drive higher opens and click through rates   ...
Is it worth it?  •400%   Increased No. of New Leads Generated       through existing demand gen activities  • 5x    Increa...
Thank you for your time and attention.Forest YuleFyule@silverpop.com512-850-2946
Thank YOU!
DF2UFL 2012: Top 10 Things to Automate
DF2UFL 2012: Top 10 Things to Automate
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DF2UFL 2012: Top 10 Things to Automate

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DF2UFL 2012

Afternoon Session: Top 10 Things to Automate

Presented by: Silverpop [Platinum Sponsor] Forest Yule

Published in: Business, Technology
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DF2UFL 2012: Top 10 Things to Automate

  1. 1. Top 10 things to Automate How can Marketing Automation Extend the Value of Salesforce.com?
  2. 2. Forest YuleSilverpop
  3. 3. Presenter Forest Yule Global Alliances Manager Silverpop
  4. 4. Art vs. Science
  5. 5. Art meets Science
  6. 6. Native vs. Third Party
  7. 7. Automation Priorities Lead Generation / Lead Capture Campaign Members Campaign Members Status Lead Status Change Sales Enablement De-duping Sales Emails Lead Nurturing / Scoring Thank you Gifts Telemarketing
  8. 8. Behavior Automation Outputs • Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts Call Center CRM System Sales Rep
  9. 9. Lead Generation with SFDC
  10. 10. Holy Smokes!
  11. 11. Lead Gen Through MA Beyond web-to-lead forms Use Landing pages  Dynamic Content Share to social  Extend the reach of your message Social Preference Centers  interact on their terms Social Sign on  Capture social Identity Location based marketing  Meet them where they are “Read” Progressive Profiling  Where web-to-lead forms are preferred
  12. 12. Campaign Members Sales sells / Marketing Markets  Increases effectives of both teams Effective nurturing  Convert leads to customers Avoid Data Limits in SFDC  Keep marketing data separate from sales data
  13. 13. Campaign Member Status Remove need for manual updates  Track behavior of multi-track campaigns Increase effectiveness of campaigns  Enabling sales to more effectively communicate with leads based on behavior Customer Story – Case Study
  14. 14. Lead Status Change SFDC Lead Changes from Lead to Hot Lead  MA can detect that change and trigger an event  New Campaign, lead alert, invitation for white paper, event invite, etc. SFDC Lead Changes from lead to Non Qualified  Remove them from a list, drop them into a longer nurture, etc. Bidirectional integration  Critical element of successful MA / SFDC marriage
  15. 15. Sales Control over Nurturing
  16. 16. Self-Service Integration w/Salesforce
  17. 17. Sales Enablement Lead Alerts:  Email  Chatter  SMS Contact Insight  Activities  Communications
  18. 18. Salesforce.com Integration
  19. 19. Sales Visibility (Lead Activity)
  20. 20. De-Duping Avoid conflicting information  Salesperson entries  Buyers are Liars Initial Data Cleanse  Leverage MA to clean existing lists
  21. 21. Sales Emails “Send from Silverpop”  Marketing creates uploads templates  Manually send mass emails  Triggered emails Full Tracking and behavioral feedback  View all activities in contact insight  Leveraging behavioral database for future communications
  22. 22. Nurturing / Scoring Score leads based on criteria such as Budget, Authority, Need and Timeline (BANT) and demographics like state, company size, revenue size, etc.
  23. 23. Send Email OfferRead “Ebook” 2 days ago(And) Did not register for Trial
  24. 24. Have they Downloaded?Register for Trial = Yes(and) No open Sales Opportunity(and) Not already a customer
  25. 25. Helpful welcome to Trial Email
  26. 26. Have they Purchased?Have Not Purchased(and) Trial Expires in 5 days(and) Only logged in one time
  27. 27. Enjoying Trial – Upgrade Full?Have Not Purchased Full Version(and) Frequent trial user(and) Upsell Opportunity
  28. 28. Thank you Gifts Event triggered fulfillment  Avoid manual process Tracking of gifts  When did it go out  Trigger follow up Dynamically select gifts  Based on past behaviors
  29. 29. Telemarketing Create CRM task Generate email  For users with low adoption  For users with no SFDC license Track back into Marketing DB
  30. 30. Bonus #11 Send-time-optimization  Avoid time zone challenges  Drive higher opens and click through rates  Increase ROI  Avoid manual throttling Inbox Preview  Mobile, gmail, outlook, etc.  Know before you hit send
  31. 31. Is it worth it? •400% Increased No. of New Leads Generated through existing demand gen activities • 5x Increased No. of qualified leads sent to sales 2x • Improved Sales Close Rates25% • Reduced Cost per Sale
  32. 32. Thank you for your time and attention.Forest YuleFyule@silverpop.com512-850-2946
  33. 33. Thank YOU!

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