Making Your Life Easier: Marketing for Tech Transfer

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Making Your Life Easier: Marketing for Tech Transfer

  1. 1. Making Your Life Easier Marketing for Tech Transfer Shaun Juncal Marketing Manager UCSB Office of Technology & Industry Alliances October 30, 2013
  2. 2. Outline • Why Marketing Matters • MailChimp: Turning Emails into Licensing Leads • Salesforce: Managing Relationships with Industry Contacts • Content Marketing: Is It a Waste? No.
  3. 3. Why Marketing Matters • Generate real leads that lead to real licensing deals • Strengthen your office’s brand on and off campus • Create and nurture long-term relationships with industry • Gage commercial interest in technologies through market analysis
  4. 4. Marketing Results at UCSB • 2 pending licenses generated by marketing • Key relationships formed with major companies • Stronger relationships with faculty and inventors In the last 9 months UCSB has seen a 300% increase in NCD visits and a 200% increase in pageviews, more than any other UC campus.
  5. 5. Marketing Results at UCSB • Confidential technology evaluations by major companies resulting from marketing
  6. 6. Outline • Why Marketing Matters • MailChimp: Turning Emails into Licensing Leads • Salesforce: Managing Relationships with Industry Contacts • Content Marketing: Is It a Waste? No.
  7. 7. MailChimp • Used for: Email marketing campaigns • Benefits: Detailed stats on who is opening and engaging with your emails • Cost: Free up to 2,000 subscribers
  8. 8. How We Use MailChimp • Create email marketing campaign for every new technology – Targeted audience between 10-150 – Import contacts from categorized database • Track user engagement and follow up • Provide analytics reports to licensing officers
  9. 9. MailChimp Analytics
  10. 10. Benefits of Using MailChimp • Simple email campaigns • Robust statistics on user engagement • Cloud-based • Additional features: Newsletter templates, signup forms, Google Analytic integration
  11. 11. Outline • Why Marketing Matters • MailChimp: Turning Emails into Licensing Leads • Salesforce: Managing Relationships with Industry Contacts • Content Marketing: Is It a Waste? No.
  12. 12. Salesforce • Used for: Customer relationship management (CRM) and “cradle to grave” tracking • Benefits: Cloud-based, very flexible and easy to use • Cost: $30/month per user (Enterprise Edition after Salesforce Foundation discount)
  13. 13. Lead Generation at UCSB 25% Search Traffic Whitepapers 3rd Party Tech Databases Newsletter 3% Email Campaigns UC NCDs Links Inventor Pages Inbound Email/Phone 55%
  14. 14. Tracking Leads in Salesforce Understanding where leads are coming from allows marketing teams to make informed decisions and maximize efficiency.
  15. 15. Tracking Opportunities in Salesforce Track opportunities as they progress through set stages Keep track of next steps and “ping dates”
  16. 16. Benefits of Salesforce • Flexible system for managing your potential licensee pipeline • Salesforce Foundation offers a 72% discount for non-profits • Quantify your office’s processes to better understand and optimize efficiency
  17. 17. Outline • Why Marketing Matters • MailChimp: Turning Emails into Licensing Leads • Salesforce: Managing Relationships with Industry Contacts • Content Marketing: Is It a Waste? No. Creating and leveraging content to generate leads and strengthen your brand’s reputation.
  18. 18. Content Marketing • Used for: Increasing lead generation and guiding potential licensees to conversion • Benefits: Increased credibility, industry outreach, etc • Cost: Time
  19. 19. How UCSB Uses Content Marketing • Industry specific white papers • TIA Blog • Other content – Success Stories – Portfolio descriptions – Twitter – NCDs (obviously)
  20. 20. NCD TechListing Widget • Partnered with faculty to add TechListing widget to research group web pages • Pilot project – 5 researchers – Doubled NCD visits – Widgets account for 50% of NCD traffic – Extremely well received by faculty
  21. 21. Successes with Content Marketing • Leads generated at major companies through gated white papers (no previous relationship) Fortune 500 Fortune 1000 $133 million annual revenue
  22. 22. Summary • Marketing is good • Consider MailChimp if you do email marketing • Salesforce helps track and manage relationships • Content can strengthen your marketing efforts
  23. 23. Get Involved Go to: http://tia.ucsb.edu/ipm Download Slides Comment See Lead Generation in Action!
  24. 24. Thank You! http://tia.ucsb.edu/ipm Shaun Juncal juncal@tia.ucsb.edu | 805-893-2073 http://tia.ucsb.edu | @ucsbtech
  25. 25. More MailChimp Benefits Google Analytics integration
  26. 26. Other Salesforce Features • Marketing automation – Automatically send emails based on a user action or status (ex. Follow up after someone downloads a whitepaper) – Customize and automate any communication • Robust and customizable reporting • Cloud-based collaboration and storage

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