How Salesforce.com Uses Salesforceto Manage Marketing CampaignsMarketing ProfessionalsMicheline Nijmeh, Sr. Director Integ...
Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995:This presentation may contain ...
Agenda  Introduction  Campaign Strategy  Audience Segmentation  Campaign Set up  Execution  Measurement
Traditional marketing modelPipeline focused
Salesforce MarketingCustomer-Centric Driven     References       Bloggers                                       Website   ...
Salesforce @ Salesforce MarketingSalesforce CRM is used throughout the process   PR/AR                                   C...
End-to-End Campaign ManagementCentrally Manage Campaigns Across Channels            WebBudget     Search                  ...
Case Study:Lotus Notes Replacement Campaign
The ApproachDevelop Strategy                                             Target Audience:    Market Opportunity • Huge leg...
The ApproachBuild Go-to-Market Plan                                               •    Budget                             ...
The Approach:Budget Management
Campaigns SetupCentral Location for Campaign Details Lead Source / Offer Type Parent Campaign Media Costs Direction fo...
Marketing Request AppAssign and manage editorial, design and web projects     Web promotions     Marketing collateral  ...
Create a Campaign Chatter GroupCentral location for Campaign Information
Closed Loop Marketing                                           Response                              Opportunity         ...
Lead Follow-Up Process  24 Hour Turn-Around policy  Lead Statuses:   – Open           Working     Archived or Converted ...
Campaign Performance ManagementMarketing and Sales DashboardsMarketing Metrics:    – Responses by channel    – Leads Gener...
How Could Dreamforce Be Even Better? Tell Us!      Every session    survey you submit    is a chance to win         an iPa...
How Salesforce.com Uses Salesforce to Manage Marketing Campaigns
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How Salesforce.com Uses Salesforce to Manage Marketing Campaigns

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At salesforce.com, we've learned marketing best practices for implementing campaigns through thousands of conversations with leading companies. Join us to learn the top ten best practices from our campaign managers and marketing administrators; we'll spotlight our highest-impact programs at Salesforce.com. Find out how we hand off leads to sales and what we track in our dashboards. With all these proven examples, you're sure to walk away with a few new ideas on how you can leverage Salesforce to support your core marketing efforts.

Presented by: Micheline Nijmeh, Sr. Director Integrated Campaigns, salesforce.com

Published in: Business, Technology

How Salesforce.com Uses Salesforce to Manage Marketing Campaigns

  1. 1. How Salesforce.com Uses Salesforceto Manage Marketing CampaignsMarketing ProfessionalsMicheline Nijmeh, Sr. Director Integrated Campaigns, 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 suchuncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differmaterially from the results expressed or implied by the forward-looking statements we make. All statements other thanstatements 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 ofmanagement for future operations, statements of belief, any statements concerning new, planned, or upgraded servicesor 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 anddelivering new functionality for our service, new products and services, our new business model, our past operatinglosses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breachof our security measures, the outcome of intellectual property and other litigation, risks associated with possible mergersand 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 customerdeployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprisecustomers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is includedin our annual report on Form 10-Q for the most recent fiscal quarter ended July 31, 2011. This documents and otherscontaining 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 notcurrently available and may not be delivered on time or at all. Customers who purchase our services should make thepurchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation anddoes not intend to update these forward-looking statements.
  3. 3. Agenda  Introduction  Campaign Strategy  Audience Segmentation  Campaign Set up  Execution  Measurement
  4. 4. Traditional marketing modelPipeline focused
  5. 5. Salesforce MarketingCustomer-Centric Driven References Bloggers Website Twitter/Facebook Events Press Demand generation Analysts Lead management Launch events Advertising Salesforce communities Salesforce Ideas & Blogs Twitter/Facebook
  6. 6. Salesforce @ Salesforce MarketingSalesforce CRM is used throughout the process PR/AR Campaign Management Management, Workflow Management Budgeting Community Management
  7. 7. End-to-End Campaign ManagementCentrally Manage Campaigns Across Channels WebBudget Search Marketing Funnel EmailCreative Events Offline Improved Visibility & Effectiveness
  8. 8. Case Study:Lotus Notes Replacement Campaign
  9. 9. The ApproachDevelop Strategy Target Audience: Market Opportunity • Huge legacy installed base • Big compelling event - IBM de-supporting 7.x on April 30, 2011• Most customers are retiring Notes “Market activity trends indicate that a significant number of customers – Director, VP of IT (and above) more than currently active Notes 7.x customers – have already decided to Large enterprise accounts go off maintenance.” TechTarget, August 2009 Regions: EMEA, JP, AMER, APAC
  10. 10. The ApproachBuild Go-to-Market Plan • Budget • Positioning • Offer Website Online PR/AR Customers Collateral Sales • Customer reference • Video • Landing Pages • Social Media • Media releases • Email Enablement • Customer Login • Keywords • Briefings Videos, quotes • Scripts Page • Display Ads • Industry events • Editorial • Qualification • Home page • Webcasts Calendar Questions promos • Social Objects • First Call Decks
  11. 11. The Approach:Budget Management
  12. 12. Campaigns SetupCentral Location for Campaign Details Lead Source / Offer Type Parent Campaign Media Costs Direction for Sales. follow-up  Summary info  Qualification questions  Next Steps  Email template
  13. 13. Marketing Request AppAssign and manage editorial, design and web projects  Web promotions  Marketing collateral  E-mail production & execution  Design request  Database list segmentation  Web content  Translation  Social Media Editorial Calendar
  14. 14. Create a Campaign Chatter GroupCentral location for Campaign Information
  15. 15. Closed Loop Marketing Response Opportunity Landing Page/ Qualification Capture Creation Response Capture WebSearch Existing Web code: Contact Inbound Sales Do we know you? ExistingEmail Lead New Lead Outbound SalesEvents Marketing NurtureOffline
  16. 16. Lead Follow-Up Process  24 Hour Turn-Around policy  Lead Statuses: – Open Working Archived or Converted  Minimum of 2 Responses(E-Mail and Phone) prior to Archiving  Once Archived, the Lead continues to be touched through the House List drip campaign
  17. 17. Campaign Performance ManagementMarketing and Sales DashboardsMarketing Metrics: – Responses by channel – Leads Generated – Leads Converted – Pipeline Created – Share of Conversation – SentimentSales Metrics: – Opportunities Created – Opportunities Closed – Top Sales Reps – Top Account Executives https://na1.salesforce.com/01Z30000000XskO
  18. 18. How Could Dreamforce Be Even Better? Tell Us! Every session survey you submit is a chance to win an iPad 2! Watch your inbox at the end of each day for an email from our survey partner, Alliance Tech. Click on the personalized link to be directed to the survey page for the sessions you attended.

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