Los AngelesSalesforce User Group   March 20 th 2013
Top 5 Pitfalls ofTech Resumes
Tech Runs in the FamilyMy Brother is aSalesforce Architect    He’s only 25!
Tech Runs in the FamilyMy Husband is aWeb Developer
About Me• Grew up in Cupertino  (Silicon Valley)• Former Deloitte IT Consultant• Tech Recruiter at Crescent Solutions
Top 5 Pitfalls of Tech Resumes    #5: Hard to Read
123 Cherry Tree LaneGeorge Oscar Bluth Jr.                                          Pleasantville, CA 90000               ...
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
#4: Lacks a Summary or     Technical Skills
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
#3: Includes Irrelevant      Information
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
#2: Doesn’t Have Enough    Detail or Specifics
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
#1: Missing ROI  Statements
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
George Oscar Bluth Jr.                                      123 Cherry Tree Lane                                     Pleas...
How to Be a(Sales)force to Be Reckoned With
Resume Boosters•   Salesforce.com certifications•   User groups•   Blog•   Awards and recognition:    •   Participating in...
Legendary Cover Letters• Write short paragraphs (3-4 sentences)• Stay under 1 page• Feature your proudest accomplishments•...
E-mail Excellence•   Keep e-mail responses concise•   Respond no later than 48 hours after contact•   Maintain a professio...
JOCELYNE CAPILSFDC Recruiter Extraordinaire jcapil@crescentsolutions.net        323-843-8188      Add me on LinkedIn!
Marketo on Marketing               Jon Miller, VP Marketing and Co-Founder               Executive Editor of Modern B2B Ma...
Page 27© 2013 Marketo, Inc.   Marketo Proprietary and Confidential
INFORMATIONABUNDANCEPage 28© 2013 Marketo, Inc.   Marketo Proprietary and Confidential
Page 29© 2013 Marketo, Inc.   Marketo Proprietary and Confidential
Types of Content     Early Stage            Thought leadership and               Research, funny videos, curated          ...
Why Measuring Programs is Hard              • Multiple touches. Seven touches                needed to convert a cold lead...
Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 32© 2013 Marketo, Inc.                   M...
What Generates Pipeline for Marketo?Paid Online (PPC+Email)Nurture EmailNurture Email - CTA   Source: Marketo Revenue Cycl...
Running WebinarsPage 34© 2013 Marketo, Inc.   Marketo Proprietary and Confidential
Most New Targets Are Not Ready to Buy                                                      Building relationships with qua...
Lead Nurturing in a Word: Relevance                  Stages   1            2                                              ...
Lead Scoring             “Shared sales and          marketing methodology                                    •      Early ...
Key Takeaways          1. The way buyers buy has changed             forever – the way we market and             sell must...
Question and Answer                                                                 Marketo, Inc.                       JO...
© 2013 Marketo, Inc. Marketo Proprietary and Confidential
ReadyTalk for SalesforceAudio + Web Conferencing | Web Events + Professional Services | Recording + Syndication           ...
Who is ReadyTalk? Founded in 2000, privately held Headquartered in Denver with 160 employees Audio & web conferencing +...
ReadyTalk Strategic Partners                               43
What is ReadyTalk for Salesforce?                     ReadyTalk                          A full-featured and reliable     ...
Key Uses CasesMarketing   Online Training   Sales Demos &Webinars                         Meetings                        ...
Customer Use Cases     Customer                   Problem                         Solution                                ...
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Salesforce Los Angeles User Group Meeting March 20th, 2013

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This is the presentation from our March 20th User Group networking meeting. Please feel free to contact me with any questions. We look forward to seeing you at the next one!
1. Jocelyn Capil from Crescent Solutions - Resume Tips for Tech
2. Jon Miller from Marketo - Secret to Marketo Marketing
3. Ready Talk - Introduction to the Product

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Salesforce Los Angeles User Group Meeting March 20th, 2013

  1. 1. Los AngelesSalesforce User Group March 20 th 2013
  2. 2. Top 5 Pitfalls ofTech Resumes
  3. 3. Tech Runs in the FamilyMy Brother is aSalesforce Architect He’s only 25!
  4. 4. Tech Runs in the FamilyMy Husband is aWeb Developer
  5. 5. About Me• Grew up in Cupertino (Silicon Valley)• Former Deloitte IT Consultant• Tech Recruiter at Crescent Solutions
  6. 6. Top 5 Pitfalls of Tech Resumes #5: Hard to Read
  7. 7. 123 Cherry Tree LaneGeorge Oscar Bluth Jr. Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555Objective: I am an Information Technology wizard looking to use my unique skillsand experience to meet the IT challenges that confront business today. Theintegration of information technology is an ongoing endeavor that requiressomeone like me whose knowledge base of technology encompassesmultiple avenues .. The intersction of technology and magic are mypassions and I want to pursue it in a large org.Education:I received my certification in Wonder and Illusions from the Magic Castle in 2011and became a certified Magician through the Alliance of Magicians. I also receivedmy Bachelor of Arts in Sociology from University of California; Los Angeles. I am acertified Salesforce.com Administrator and Developer.Experience:Freelance Magician and Salesforce Consultant, Los Angeles, CA; 2012 to PresentMy last position was a contract job implementing Salesforce for a large companyin the entertainment industry.. While performing my primary duty as a businessanalyst to gather user requirements and communicate with the sales department,I also provided on-site magic illusions and amusements during office celebrationsand parties. My main task after the implementation was to serve as a SalesforceAdministrator and facilitate any enhancements needed for the modules.
  8. 8. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meetthe IT challenges that confront business today. The integration of information technology is anongoing endeavor that requires someone like me whose knowledge base of technologyencompasses multiple avenues. The intersection of technology and magic are my passionsand I want to pursue it in a large organization.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
  9. 9. #4: Lacks a Summary or Technical Skills
  10. 10. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555ObjectiveI am an Information Technology wizard looking to use my unique skills and experience to meetthe IT challenges that confront business today. The integration of information technology is anongoing endeavor that requires someone like me whose knowledge base of technologyencompasses multiple avenues. The intersection of technology and magic are my passionsand I want to pursue it in a large organization.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)ExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
  11. 11. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, VisioExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather user
  12. 12. #3: Includes Irrelevant Information
  13. 13. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationMagic Castle – Certification in Wonder and IllusionsAlliance of Musicians – Certified MagicianUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, PowerPoint, Project, VisioExperienceFreelance Magician and Salesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a small company in the large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the
  14. 14. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. I acted as a business analyst to gather user requirements andcommunicate with the sales department. My main task after the
  15. 15. #2: Doesn’t Have Enough Detail or Specifics
  16. 16. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)My last position was a contract job implementing Salesforce for a large company in theentertainment industry. While performing my primary duty as a business analyst to gather userrequirements and communicate with the sales department, I also provided on-site magicillusions and amusements during office celebrations and parties. My main task after the Mymain task after the implementation was to serve as a Salesforce Administrator and facilitate
  17. 17. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• last position was a contract job implementing Salesforce for users companyMy Primary Salesforce Administrator and Developer for 400 a largeat a large in theentertainment industry. While performing my primary duty as a business analyst to gather user entertainment company.• Led the 3-month Salesforce implementation project.requirements and communicate with the sales department, I also provided on-site magic• Worked amusements during office and IT teams to define My document businessillusions andclosely with the business celebrations and parties. andmain task after the Mymain task after the implementation was to serve as a Salesforce Administrator and facilitate requirements.
  18. 18. #1: Missing ROI Statements
  19. 19. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment company.• Led the 3-month Salesforce implementation project.• Worked closely with the business and IT teams to define and document business requirements.
  20. 20. George Oscar Bluth Jr. 123 Cherry Tree Lane Pleasantville, CA 90000 Illusions.not.tricks@hotmail.com 555-555-5555SummaryA certified Salesforce.com (SFDC) Administrator and Developer with over 5 years’ experienceimplementing and configuring the Salesforce CRM platform in enterprise environments.EducationUniversity of California, Los Angeles (UCLA) – B.A. SociologySalesforce.com Certified Developer (DEV401)Salesforce.com Certified Administrator (ADM201)Technical SkillsJava, Apex, Visualforce, SQL, JavaScript, jQuery, HTML, CSS, Excel, Word, PowerPoint,Project VisioExperienceSalesforce Consultant, 1/2012 to Present (Los Angeles, CA)• Primary Salesforce Administrator and Developer for 400 users at a large entertainment company.• Streamlinedand led the 3-month Salesforce implementation projecthelp desk system for and Completed business processes by creating a custom Salesforce $30K under budget all departments. of schedule. 1 month ahead• Worked closely with the business and IT teams to define and document business
  21. 21. How to Be a(Sales)force to Be Reckoned With
  22. 22. Resume Boosters• Salesforce.com certifications• User groups• Blog• Awards and recognition: • Participating in Dreamforce, hackathons • Being in the Force.com e-mail newsletter • Getting your work published • Winning industry awards• LinkedIn profile
  23. 23. Legendary Cover Letters• Write short paragraphs (3-4 sentences)• Stay under 1 page• Feature your proudest accomplishments• Highlight your soft skills through work examples• Tailor it to the specific job• Keep it focused
  24. 24. E-mail Excellence• Keep e-mail responses concise• Respond no later than 48 hours after contact• Maintain a professional tone• Refrain from using slang and emoticons • Pay extra attention to spelling and grammar
  25. 25. JOCELYNE CAPILSFDC Recruiter Extraordinaire jcapil@crescentsolutions.net 323-843-8188 Add me on LinkedIn!
  26. 26. Marketo on Marketing Jon Miller, VP Marketing and Co-Founder Executive Editor of Modern B2B Marketing blog @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  27. 27. Page 27© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  28. 28. INFORMATIONABUNDANCEPage 28© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  29. 29. Page 29© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  30. 30. Types of Content Early Stage Thought leadership and Research, funny videos, curated entertainment to build lists, infographics, thought brand and awareness leadership, definitive guides Middle buyers find Tools that help Stage Buying guides, RFP templates, you when they are looking ROI calculators, whitepapers, for solutions analyst reports, webinars Late Stage Company-specific Pricing, demos, services information to help evaluate information, 3rd party reviews, and reaffirm selection customer case studiesPage 30© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  31. 31. Why Measuring Programs is Hard • Multiple touches. Seven touches needed to convert a cold lead into a sale • Multiple people. Typical buying committee has 5-21 peoplePage 31© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  32. 32. Track All Touches Across People Screenshot: Marketo Revenue Cycle AnalyticsPage 32© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  33. 33. What Generates Pipeline for Marketo?Paid Online (PPC+Email)Nurture EmailNurture Email - CTA Source: Marketo Revenue Cycle Analytics, Jan 2013Page 33© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  34. 34. Running WebinarsPage 34© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  35. 35. Most New Targets Are Not Ready to Buy Building relationships with qualified prospects regardless of their timing to buy, with the goal of earning their business when they are ready. MQL SAL All Names Recycled Target & Engaged SQL Lead tacted Sales Lead Con- Opportunity Nurturing Marketo Data: •% new Targets not Opp ready: 98% •Target to Opp time: 123 days avg. •% Slow Leads: 80%Page 35© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  36. 36. Lead Nurturing in a Word: Relevance Stages 1 2 1. BUYING STAGES 3 A • Early (4.1.1 cadence) • Mid and Late • Customer B 2. BUYING PROFILES • Industry: 82% C • Role: 67% • Company Size: 49% D • Geography: 29% Get The “Definitive Guide to Lead Nurturing” http://bit.ly/DGtoLNPage 36© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  37. 37. Lead Scoring “Shared sales and marketing methodology • Early stage content +3 for ranking leads in • Attend webinar: +5 order to determine their • Visit any webpage / blog : +1 sales readiness” • Visit careers pages: -10 • Demographics (e.g. title) • Pricing pages: • Data append - firmographics • +10 regular, +15 detailed • Data quality • Watch demos: • Corporate email • +5 overview, +10 detailed • Geo location • Mid-stage content +8 • Late-stage content +12 • Searches for “Marketo” +8Page 37© 2013 Marketo, Inc. Marketo Proprietary and Confidential @jonmiller
  38. 38. Key Takeaways 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Publish / own content to help leads find you 3. Multi-touch attribution to measure program ROI 4. Most leads are not “sales ready” – nurture relationships over time 5. Use behavior and fit scoring to find the best sales leadsPage 38© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  39. 39. Question and Answer Marketo, Inc. JON MILLER 901 Mariners Island VP Marketing Suite 200 jon@marketo.com San Mateo, CA 94404 @jonmiller Direct: +1.650.376-2310 blog.marketo.com www.marketo.comPage 39© 2013 Marketo, Inc. Marketo Proprietary and Confidential
  40. 40. © 2013 Marketo, Inc. Marketo Proprietary and Confidential
  41. 41. ReadyTalk for SalesforceAudio + Web Conferencing | Web Events + Professional Services | Recording + Syndication 41
  42. 42. Who is ReadyTalk? Founded in 2000, privately held Headquartered in Denver with 160 employees Audio & web conferencing + webinars – 100s of millions of conferencing minutes per year – More than 10,000 conferences per month – Over 500 managed events per month ~8000 active direct customers in 2012 Ranked as one of Deloitte’s Fastest Growing Tech Companies 5 years in a row 42
  43. 43. ReadyTalk Strategic Partners 43
  44. 44. What is ReadyTalk for Salesforce? ReadyTalk A full-featured and reliable conferencing platform thatRegistration Attendance Data Data integrates seamlessly with Salesforce Recording Interactivity Data Data Automation Salesforce 44
  45. 45. Key Uses CasesMarketing Online Training Sales Demos &Webinars Meetings 45
  46. 46. Customer Use Cases Customer Problem Solution Creation of a nurtured sales Lack of visibility into my lead by seeing real-time prospect’s webinar activity ReadyTalk Webinar Information (Sales Use Case) Timely communication Use a ReadyTalk for needed with past webinar Salesforce report to apply participants with appropriate filters and email their filters targeted customers (Training Use Case) Utilized ReadyTalk’s Eliminate some of the time integration with Salesforce and spreadsheets it takes to and Eloqua to automate compile large webinar results manual processes from(Marketing Use Case) beginning to end 46

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