How Salesforce.com Uses Salesforce to Manage Marketing Campaigns

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At salesforce.com, weve learned marketing best practices for implementing campaigns through thousands of conversations with leading companies. Join us to learn how we use Salesforce CRM to manage our marketing processes; we'll cover everything from SEO/SEM campaigns to tracking contact interactions for PR. Find out how we structure our campaigns, what we track in our dashboards, and how we hand off leads to sales. 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.

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How Salesforce.com Uses Salesforce to Manage Marketing Campaigns

  1. 1. How Salesforce.com Uses Salesforce to Manage Marketing Campaigns<br />Marketing Professionals<br />Ursula Ayrout: salesforce.com<br />Andy Scollan: salesforce.com<br />
  2. 2. Safe Harbor<br />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 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.<br />The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, 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 intellectual property and other litigation, risks associated with 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 ended January 31, 2010. This documents and others are available on the SEC Filings section of the Investor Information section of our Web site. <br />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 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.<br />
  3. 3. Today’s Agenda<br />6 Campaign Best PracticesWe’ll share with you how we use Campaigns in marketing<br />Lead Qualification ProcessHow we hand off leads to sales and how they follow up<br />Campaign Spotlight: Customer LoyaltyCreating campaigns to drive customer success <br />
  4. 4. How We Use Salesforce CRM for Marketing <br />No Leaky Funnel + Complete Visibility<br />= Integrated sales and marketing process<br />
  5. 5. Campaign Example<br />Sales<br />Marketing<br />Banner<br />Lead/Contact<br />Landing<br />SEM<br />Opportunity<br />Qualification<br />Email<br />Campaign ID persists from start to finish.<br />
  6. 6. 6 Campaign Best Practices<br />Import Your Data<br />Import Your Data<br />Campaign Set- Up<br />Build the bridge <br />with Sales<br />Use Dashboards<br />Go beyond Campaigns<br />Data Quality<br />A/B Tests<br />
  7. 7. Campaign <br />Set Up<br />
  8. 8. Use Required Fields<br />
  9. 9. Use Workflows<br />
  10. 10. Find a Good Campaign and Clone It<br />
  11. 11. 2. We Use Dashboards<br />
  12. 12. Example of Dashboard Hierarchy<br />Functional Roll-up (vp)<br />Regional Pipeline<br />Regional roll-up by function<br />Global roll-up by country<br /> All Clouds by function<br />Product Roll-up (director)<br />Sales Cloud<br />Service Cloud<br />Platform Cloud<br />Collaboration Cloud<br />Program Level (manager)<br />Responses by Campaign<br />Leads Generated<br />Leads Converted<br />Pipeline Created<br />
  13. 13. Program Level Dashboard<br />
  14. 14. Product Level Dashboard<br />
  15. 15. Functional Dashboard<br />
  16. 16.
  17. 17. We Clone Our Dashboards to Save Time<br />The system will copy over all information about the dashboard including the Running User, the folder in which is can be found, the layout style and all default chart settings<br />
  18. 18. Tips for Creating Dashboards<br />1<br />Define marketing measures of success<br />2<br />Get agreement with your sales team on follow up SLA<br />3<br />Standardize campaign metrics and reporting<br />4<br />Understand your pipeline goals<br />Define quality vs. quantity of leads <br />5<br />
  19. 19. 3. Build the Bridge with Sales<br />
  20. 20. We Provide Clear Follow-up Instructions<br />Simple next steps<br />Clear program owner<br />
  21. 21. We provide sales teams with email templates<br />
  22. 22. We Use Chatter to Communicate and to Receive Real-time Feedback<br />
  23. 23. 4. A/B Tests<br />
  24. 24. Real-World Example with Web Forms<br />Free Trial on US Homepage<br />Elements Tested:<br /><ul><li> Headline
  25. 25. Supporting content
  26. 26. CTA button color
  27. 27. Form layout
  28. 28. Legal Text</li></li></ul><li>Supporting Content: Can You Guess the Winner?<br />Variation 2 <br />Variation 3<br />Variation 4 <br />Variation 1:<br />No content<br />Empty<br />
  29. 29. Supporting Content Yields 13% Lift<br />Variation 2 <br />Variation 3<br />Variation 4 <br />Variation 1:<br />No content<br />+13%<br />+13%<br />+13%<br />Empty<br />
  30. 30. Layout: Can You Guess the Winner?<br />
  31. 31. Placing Form to Left Yields 10% Lift<br />+10%<br />
  32. 32. Headline: Can You Guess the Winner?<br />Headline 1: Control<br />Headline 2<br />Headline 3<br />
  33. 33. Headline: Control Won by +5%<br />Headline 1: Control<br />+5%<br />Headline 2<br />Headline 3<br />
  34. 34. Submit Button: Can You Guess the Winner?<br />
  35. 35. Blue Button Yields 9% Lift<br />
  36. 36. The Winner: 32% Lift<br />Headline +0%<br />Layout +10%<br />Content +13%<br />CTA color +9%<br />
  37. 37. Dip Your Toes with A/B Testing<br />http://whichtestwon.com/<br />
  38. 38. 5. Data Quality<br />
  39. 39. Clean Your Data Before It’s in Salesforce<br />2. Inbound de-duplication from<br />our website <br />1. Block duplicate entry in Salesforce CRM before it happens<br />Data Warehouse<br />Existing <br />Contact<br />Sales<br />Existing <br />Lead<br />Is there a match?<br />New <br />Lead<br />
  40. 40. 6. Go Beyond Campaigns<br />
  41. 41. Press Releases Management<br />Status of press releases<br />Type of releases<br />Distribution reach<br />
  42. 42. Awards<br /> Award Due Dates<br /> Submission status<br />Salesforce.com history with the award<br /> Submission drafts<br />
  43. 43. SalesforceInsights: Campaign Management<br />Attention administrators: Prepare your organizations for great campaigns<br />5 steps to running your campaigns in Salesforce CRM<br />www.salesforce.com/insights<br />
  44. 44. Andy Scollan<br />Director, Sales Representatives<br />Salesforce.com<br />Lead Qualification<br />
  45. 45. Lead Qualification Process<br />
  46. 46. Sales Reps – Who Are We? <br />The Frontline and the Filter for Leads<br />Sales Training Ground for Future AEs<br />
  47. 47. 85-90% of Our Leads Come Through Our Web Site<br />Remainder: 1-800-NO-SOFTWARE<br />
  48. 48. Leads Distributed Through Round Robin Lead Router <br />East and West routers<br />Lead sprinkler distributes Leads <br />equitably to reps<br />Avoid territory equity issues<br /> “Your territory is better than mine”<br />Manage campaigns more effectively<br />
  49. 49. How Sales Lead Router works<br />1<br />Runs every 10 minutes using multiple scheduled Apex jobs<br />Apex classes for schedule job actively queries the Time Off Request object (TOM) and the Out of Office SR object to determine which members of the public groups are on PTO<br />2<br />Every lead passing through the Sales Lead Router has an audit record created for it. This allows Managers to ensure leads are being evenly distributed, that leads are from queues are being assigned to the correct individuals, and that the SLR is performing as expected. <br />3<br />
  50. 50. Lead Follow-up Process<br />24 Hour Turn-Around policy<br />Lead Statuses: <br />OpenWorkingArchived or Converted<br />Minimum of 2 Responses(E-Mail and Phone) prior to Archiving<br />Once Archived, the Lead continues to be touched through the House List drip campaign<br />
  51. 51. SR Lead Conversion Criteria<br />A Lead should be converted once the following is confirmed:<br />There is an active, legitimate CRM evaluation and<br />Timeframe for decision is within 0-60 Days and<br />Decision Maker(s) have been identified and<br />Prospect is comfortable with salesforce.com pricing and<br />Prospect is interested in a Next Step w/ an AE<br />Price Quote<br />A Demo<br />References<br />
  52. 52. - Notes automatically logged in<br />Activity History<br />- Apex Code<br />
  53. 53. A Dashboard Driven Culture<br />Accountability<br />Credibility<br />Visibility<br />
  54. 54. SR Monthly Bonus Metrics<br />Monthly Quota of Converted Leads & Closed Revenue “Points”<br />
  55. 55. Quality Control – Dead Opportunity Workflow<br />No Credit for Opportunities that are downgraded by the Account Executive to “Dead – No Opportunity”<br />Account Executive is required to make at least 4 attempts at Contact before downgrading Opportunity to “Dead – No Opportunity”<br />Account Executive must select “Dead Reason”<br />Non-Responsive<br />Prematurely Qualified<br />Poor Solution Fit<br />No Budget<br />Sales Rep is auto-e-mailed when an Opportunity they created is downgraded. Ball is back in their court to revive the Opportunity. <br />
  56. 56. Data Quality Dashboard – Auto E-mailed<br />
  57. 57. Which Products Are We Selling?<br />
  58. 58. Conversion/Close/Dead Rate Dashboard<br />
  59. 59. Personal Dashboard – Manage Your Own Business<br />
  60. 60. Monthly & YTD Lead Management Summary – Auto E-mailed<br />
  61. 61. Lead Generation/Marketing Dashboard<br />
  62. 62. Ursula Ayrout<br />Campaign Spotlight: Customer Loyalty<br />Director, Campaigns<br />Salesforce.com<br />
  63. 63. Campaign Spotlight: Customer Loyalty<br />Campaign 1: Customers “onboarded” within 30 days<br />Campaign 2: Identify and communicate to struggling customers after 30 days<br />
  64. 64. Campaign 1: Customers On-boarded Within 30 Days<br />Getting Started<br />Day 1 - 30<br />Getting Started tab in App focuses on set up<br />Getting Started emails<br />Marketing tactics<br />Getting Started webinar<br />Sales and CSM tactics<br />CSM on-boarding call <br />At Day 30 AE calls customer to <br />check-in <br />PAR sent to customer<br />
  65. 65. Example: Getting Started Emails and PAR<br />
  66. 66. The First Email to Customers: On-Boarding<br />Version A<br />Version B<br />Version C<br />
  67. 67. The First Email to Customers: On-Boarding<br />Version A<br />Version B<br />Version C<br />
  68. 68. Campaign 2: Identify and Communicate to Struggling Customers – Early Rescue <br />Anticipate when customers are <br />struggling and offer clear direction to safety<br />Guides and coaches customers on the best way to start and continue to learn<br />Guarantees a seamless customer experience<br />
  69. 69. 5 Key Indicators for Customer Success <br />Opportunities <br />Importing data<br />Reports & dashboards<br />Login <br />Workflow<br />
  70. 70. We Segment Based on Number of Days<br />Campaign 1<br />Getting Started<br />Day 1 - 30<br />Getting Started tab in App focuses on set up<br />Campaign 2<br />Getting Started emails<br />Day 31 – onboarded? <br />Getting Started webinar<br />CSM on-boarding call <br />At Day 30 AE calls customer to <br />check-in <br />PAR sent to customer<br />
  71. 71. We Segment by Key Indicators for Customer Success<br />Campaign 1<br />Campaign 1<br />Getting Started<br />Day 1 - 30<br />Getting Started tab in App focuses on set up<br />Login, import data<br />Login<br />Campaign 2<br />Getting Started emails<br />Opportunities Reports & Dashboards<br />Day 31 – onboarded? <br />Getting Started webinar<br />Workflow + more<br />CSM on-boarding call <br />Expand<br />At Day 30 AE calls customer to <br />check-in <br />PAR sent to customer<br />
  72. 72. And, by Burchase Buckets<br />Campaign 1<br />Getting Started<br />Day 1 - 30<br />Getting Started tab in App focuses on set up<br />Login, import data<br />Login<br />0- 10K<br />Campaign 2<br />Getting Started emails<br />Opportunities Reports & Dashboards<br />+ <br />Day 31 – onboarded? <br />11K -199K<br />Getting Started webinar<br />Workflow + more<br />CSM on-boarding call <br />200K and above<br />Expand<br />At Day 30 AE calls customer to <br />check-in <br />PAR sent to customer<br />
  73. 73. Campaign Communications <br />Early Rescue starts at Day 45<br />Customers under 10K<br />Expand<br />Opportunities, Reports & Dashboards<br />Login, import data <br />Workflow + more<br />Day 45: Email Motivation and inspiration with link to getting started webinar<br />Day 45: Email: Why Chatter matters?<br />Day 45: Email. Track activities and deals and get results –reports <br />Day 45: Email: Force.com<br />Day 60: If GE or PE Email invite to participate in community<br />Day 60: Email: Invite to subscribe to Salesforce Insights<br />Day 60: Email. Why & how opps are critical. Sales process & dashboards<br />Day 60 : Email Learn your way around Salesforce & import your data<br />Day 60 : If EE or UE Email: Best Practices on Workflow<br />Day 75 : Email: Tutorials on how to get started. Reinforce import your data<br />Day 75: Email: Invite to subscribe to Salesforce Insights<br />
  74. 74. Early Rescue “Journeys”<br />
  75. 75. Campaign 2 Email Example<br />“You’re ready for the <br />next step —using<br />reports and dashboards.”<br />
  76. 76. We Measure Customer Loyalty Success in Two Ways <br />Open rates <br />and click throughs<br />Customer usage<br />
  77. 77. Get the basics right<br />Align Sales and Marketing<br />Measure, measure, measure<br />Expand campaign use<br />
  78. 78. How Could Dreamforce Be Better? Tell Us!<br />Log in to the Dreamforce app to submit<br />surveys for the sessions you attended<br />Use the Dreamforce Mobile app to submit surveys<br />OR<br />Every session survey you submit is a chance to win an iPod nano!<br />
  79. 79. Thank you! <br />
  80. 80. 4 ways a Campaign gets associated to an oppty in the “Campaign Influence” section<br />The Oppty is converted from a Lead – the last (most recent) Campaign on the Lead is carried over to the Oppty. <br /><ul><li>This will automatically become a Marketing Sourced Oppty (Primary Campaign Source = True)</li></ul>The Oppty is created from the Contact record – the last (most recent) Campaign for that Contact is carried over to the Oppty.<br /><ul><li>This will automatically become a Marketing Sourced Oppty if Last Campaign associated has a Source = Marketing (Primary Campaign Source = True)</li></ul>The Campaign is added to the Oppty – the campaign is added via Add Campaign button to the Oppty records and can be selected as the Primary Campaign (this can overwrite a previous Primary Campaign Source)<br /><ul><li>If the Campaign is added as the Primary Campaign Source – this will become a Marketing Sourced Oppty (Primary Campaigns Source = True)</li></ul>The Oppty has been marked as Influenced by a Campaign – An Oppty is considered influenced if the Contact listed on an Oppty has responded to a Marketing Sourced Campaign (excluding Opt-In Campaigns) 2 days prior to Oppty Create Date until it is Closed (Stage = 08 – Closed)<br /><ul><li>This association does not affect the Source of the Oppty</li>

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