Shannon duffy of salesforce clean datea and more sales - small biz summit 2012

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  • As a publicly traded company I want to share with you our Safe Harbor statement. In this presentation we may touch on some future technologies, it is important that you make any purchasing decisions you plan to make based on what is publicly available today in the market. If you want to read this in more depth you can do so at our website.
  • Data.com is a core part of Salesforce as a company and this means we are a part of a clear road to success. At Salesforce we see that the world has changed and that more and more people are social and mobile and to address this we are delivering on a vision to help customers become successful social enterprises. We have demonstrated year upon year of success with our vision of cloud computing and this year we were recognized by Forbes Magazine as being the most innovative company in the world. And we continue to leverage our multi-tenant cloud solution to deliver this innovation 3x a year. We deliver seamless upgrades in our seasonal releases that are pushed out to our customers and everyone receives this great innovation simultaneously because of our multi-tenant cloud architecture.
  • I want to share a bit more about our Social Enterprise Vision.This vision is about delighting your customers and your employees to build success in your business. There are three parts to the Social Enterprise:First you have the Social Customer Profile. Here is where you track all the interactions you have with your customers and prospects. You are able to gain a 360 degree view of your customers in terms of how they interact with you and your brand. Second you have the Employee Social Networks. Here your employees are able to interact with the customer information and collaborate within your organization to increase employee productivity, connect with customers in a more relevant way, sell with insight and knowledge and serve and engage existing customers to provide resolution to problems. Throughout all this we have an open solution build on a robust infrastructure and platform allowing you to build workflow and extend the solution to your business needs. The third part of the solution is the Customer Social Networks. Companies need to build applications and engaging environments that connect to customers in the social world and we have great applications to enable social marketing. Understanding customers and your brand is critical to success and we have tools to let you listen to what customers are saying about you in the social networks and give you the ability to analyze this information and finally we empower products and partners to build solutions that are collaborative and social. Together all of this makes up the social enterprise. Data.com is critical for the social enterprise
  • The Social Enterprise requires good data on your customers and prospects to succeed. Information such as a person’s name, title and email address as well as what they are saying in the social networks. This needs to be paired with accurate company information so you can determine how much potential an individual represents. Are they at a company of 10 people or 10,000 people? Are they in your top industries or an ancillary market. Today companies struggle to gather good data.
  • Not having good data has actual cost as well. The data industry is a larger industry than the CRM industry because companies are spending millions trying to fix their data issues. Too often people have bad data and this is like a virus that spreads from one system to another causing trouble everywhere. Imagine you have a sales team of 20 people and every day each person makes 2 calls to the wrong number. Already that adds up to tons of wasted time. Usually however the sales person doesn’t just hang up and call someone else they start searching to find the right number or the right person in that job title. This leads to thousands of hours of wasted time. Research shows that sales reps spend about 30% of their time searching for the data they need to do their jobs. This problem translates to marketing as well. There is tons of lost productivity and budget spent sending campaigns to duplicate people or businesses that are the wrong size. The Data Warehouse Institute reports that companies are losing more than $600 billion annually from poor data quality. This is opportunity cost wasted and that is a lot of money.
  • By having the data you need available directly within your CRM you can connect to customers faster.No longer do sales people need to spend time searching for the right companies in their territories or the names of the right people within those companies.Data.com delivers the leading data you need on companies and the people within those companies right where you need it.We have the leading source of business company data from Dunn & BradstreetThe fastest growing contact database with Jigsaw business contactsSocial data on people from Facebook, Twitter and LinkedInAnd we are just starting on our vision to bring together all types of business data so stay tuned for announcements about other data partnerships.Reference Enterasys story here about how fast they are able to build pipeline because of the instant access to data.
  • Blackbird Vineyards is part of the Bespoke Luxury Brand family. Their story is a great story of how small businesses and enterprises are using Data.com to grow. Their story is about creativity and execution for non traditional businesses and is a great story to tell in the SMB space when illustrating that Data.com is great for executing on whatever inspirations strike. WHO: Blackbird Vineyards, founded in 2003, is a luxury wine brand that specializes in selling premium bottles of wine as well as the napa valley experience complimented with art. As a business that is committed to growth, they leverage Salesforce for most of their applications including dealing with partners via Portal and leveraging Chatter to communicate with sales reps and brokers. They are about 45% B2BTHE GROWTH CHALLENGE: While their business is a consumer brand business, they realize that in such a crowded marketplace (ie tons of wineries) selling to lots of buyers (tons of wine drinkers) it takes more than just good wine to set yourself apart. The president, Paul Leary, decided that to stand apart, they needed to leverage new partnerships with luxury brands. He wanted to reach out to premium car brands, food brands, hotels, and really any brand associated with luxury. The Data.com Story: Paul turned to Data.com so he and his leadership team can connect with decision makers at each Brand. Here is why: The fact that it was integrated right inside of Salesforce meant that as a small business, he didn’t have to worry about managing yet another system in yet another place. The ability to easily target companies by name and the specific titles with the complete phone number and email means that he can quickly connect with potential partners to pitch ideasThe ability to build super targeted and segmented email lists means that he can do email marketing to the right partner base with the right message, and increasing conversions without wasting a ton of money on the wrong contactsThey also leveraged the Data.com clean tools to sift through and remove a bunch of duplicates from their B2B database. EXAMPLE A good example is how he was able to connect with local decision makers at Mercedes to convince them to do a joint event at one of their dealerships. That enabled him to acquire a new partner and whole new set of consumers who he can market to without going through traditional channels. QUOTES“Data.com allows us to get that information in the system -- the right contact, the right lead -- and, send a communication to them in print, in email, engage them in the social enterprise, and find out if they respond. And you can very clearly track in dashboards and reports what's working, what's not, by industry, by title, by a particular revenue of that company. How can we segment it further to understand where we might be able to see that pot of gold? ““With data.com, all of the information is right there in the system. It just needs to be an import as a lead or a contact. We don't have to go work with a broker to acquire a list. We don't have to go place uh, an ad in a newspaper with who knows what results. We can clearly, through our own segmentation efforts, bring different leads or contacts into the system and understand the results of our outreach.”“And that's the beauty of having data.com is that you can fine tune your efforts much more quickly, than if you were doing any sort of outside import, of leads or contacts. ““With data.com and Salesforce native in the same system working together, we can much more quickly understand who our leads are and how we can interact with them “
  • Shannon duffy of salesforce clean datea and more sales - small biz summit 2012

    1. 1. /datadotcom Shannon Duffy Sr Director, Marketing@datadotcom 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 serviceavailability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies orplans of management for future operations, statements of belief, any statements concerning new, planned, or upgradedservices or 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 toexpand, retain, and motivate our employees and manage our growth, new releases of our service and successfulcustomer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to largerenterprise 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-Q for the most recent fiscal quarter ended October 31, 2011. This documentsand others containing important disclosures are available on the SEC Filings section of the Investor Information section ofour Web site.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. With Salesforce.com the Road to Success is Clear Clear vision Continuous innovation Seamless upgrades
    4. 4. Delight Your Customers and Employees Social Enterprise 1 Social Customer Profile2 Employee Customer Social 3 Social Networks Networks
    5. 5. You Can’t Be a Social Enterprise Without Good Data Industry Phone Number # of Employees Title SIC - DUNS Social Conversations Blog Address Corporate Hierarchy Email Revenue
    6. 6. Bad Data is Expensive and Time Consuming Data Warehousing Institute
    7. 7. Connect To Customers Faster With Leading Business Data Companies People Social Future Data Sources
    8. 8. Companies of All Sizes Succeed with Data.com ENTERPRISE MID-MARKET SMALL BUSINESS
    9. 9. 5 Tips you can use now!
    10. 10. Easy Tips for Selling & Marketing as a SocialEnterprise
    11. 11. Top Five Tips for Selling & Marketing 1) Listen to your customers
    12. 12. Top Five Tips for Selling & Marketing 1) Listen to your customers 2) Segment your Market
    13. 13. Top Five Tips for Selling & Marketing 1) Listen to your customers 2) Segment your Market 3) Remember Micro-decision Making
    14. 14. Top Five Tips for Selling & Marketing 1) Listen to your customers 2) Segment your Market 3) Remember Micro-decision Making 4) Don’t waste time with dirty data
    15. 15. Top Five Tips for Selling & Marketing 1) Listen to your customers 2) Segment your Market 3) Remember Micro-decision Making 4) Don’t waste time with dirty data 5) Flirt with engaging content

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