how to use crm data to maximize paid search
DESCRIPTION
This is a presentation delivered at SES Shanghai (April 2012). It is a behind the scenes look at how Salesforce.com uses CRM to bridge the gap between Marketing and Sales, thus allowing Marketing to optimize it's Paid Search Program spend based on revenue data from Sales. See a step-by-step workflow on how this all happens.TRANSCRIPT
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How to use CRM
www.salesforce.com/cn#SES上海会上海会上海会上海会议议议议#
How to use CRM data to Maximize
Paid SearchPaid Search.
Mark VozzoSenior Search Manager, APACTwitter: @markvozzoEmail: [email protected]
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Safe Harbor
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 product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding projections of product or service availability, 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.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality
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completed and any 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, 2012 and in our quarterly report on Form 10-Q for the most recent fiscal quarter ended January 31, 2012. These
documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web
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Any unreleased services or features referenced in this or other presentations, 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.
2http://www.salesforce.com/company/investor/safe_harbor.jsp
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About Me
Mark Vozzo
� Mum is Chinese, Dad is from Italy
and I was born in Australiaand I was born in Australia
� +10 yrs in Digital Marketing
Fairfax MediaSearch Marketing Analyst
(2 yrs)
MicrosoftOnline Analytics Manager
(2.5 yrs)
SalesforceSearch Manager, APAC
(18 mths)
3
(2 yrs) (2.5 yrs) (18 mths)
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Our Mission: Cloud Computing Driver & Evangelist
EnterpriseCloud Computing
1960sMainframe
1980sClient/Server
TodayMainframe Client/Server
Today
4
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$3 BillionAnnual revenue
run rate for FY13
100,000+Customers
First Cloud Company to Exceed $2.3 Billion Annual Run Rate
#1World’s Most
Innovative Companiesrun rate for FY13 Innovative Companies
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Salesforce.com is so much more than just CRM…
Social Enterprise platform
6
For more information:
www.salesforce.com/cn
CRM is just a small part of what we offer
our customers.
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Topic: How to use CRM data to maximize Paid Search
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22
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The Business challenge we needed to overcome
About our Paid Search Program
Step-by-Step: How we bridge the gap
How we optimize our SEM Programs using
Sales data in our CRM
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The Business Challenge…
When sales are a blame game starts…
� Marketing blames Sales for not closing deals.
� Sales blames Marketing for not driving
enough quality leads.
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enough quality leads.
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The Business Challenge…
Marketing SalesKPIs (SEM)Ad Spend ($)CPCTraffic (Visits/Bounce Rate)Form Competes (Leads)
Sales KPIsOpportunities
Pipeline TargetsDeal Size/Revenue ($)
Customer Contact History
Marketing Sales
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DATA STORED ONLINEBaidu / Google AdwordsWeb Analytics Tools
DATA STOREDContact Lists
Excel/Word Docs
* Image Source
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Are there benefits to Are there benefits to bridging the gap?
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Mar
ketin
gAA BB
Cost per Week: $10,000Conv. (Leads) per Week: 200
Avg. Cost per Lead: $50
Mar
ketin
g
Cost per Week: $5,000Conv. (Leads) per Week: 500
Avg. Cost per Lead: $10
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Mar
ketin
gAA BB
Cost per Week: $10,000Conv. (Leads) per Week: 200
Avg. Cost per Lead: $50
Mar
ketin
g
Cost per Week: $5,000Conv. (Leads) per Week: 500
Avg. Cost per Lead: $10
# of True Conversions
(Opportunities): 40
Weekly Revenue:$100,000
# of True Conversions
(Opportunities): 0
Weekly Revenue:$0
Sal
es
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About our Paid Search Program at
Salesforce.comSalesforce.com
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About our Paid Search Program
� B2B: We sell to Small Business up to Large Global Enterprises
� Offline Sales Model: Sales Reps call customers to convert
� Varied Sales Cycles: E.g. Days for SMB, Months for Enterprises
� Multiple Countries: Australia, NZ, India, Singapore & China
� Large Keyword Set: +30,000
� Multiple Target Markets
� Many Different Offers:
– Demo Video
– 30 Day Free Trial
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– 30 Day Free Trial
– Contact Me
– Ebooks/Whitepaper
� Promote many different Products and Solutions:
- CRM, Service, Collaboration, Social Media Monitoring, Social Enterprise…
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We always drive all SEM to a dedicated landing page. 17
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Q. How can I tell if SEM is helping Sales?
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Have Marketing Answer: Have Marketing and Sales data all in one
place
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step 1: Set Up Offline Conversion Tracking
� Every keyword is it’s own Campaign in Salesforcewith a unique tracking driver ID
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� The unique tracking ID is appended to the destination URLs
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Step 1: Set Up Offline Conversion Tracking
Everything I need to know about this Keyword is stored in this “Campaign” record
� Country (Geo-Target)
� Engine (Google/Baidu)
� Match Type
� Product I’m Promoting
� Google Campaign Name� Google Campaign Name
� Keyword
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step 2: Send SEM Campaign info with the Lead
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� Use hidden fields in your forms to capture the unique tracking ID
� Upon “Submit”, push tracking ID into the CRM system with the lead information
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step 3: Sales Reps can review Prospects
Marketing Activities & Interests prior to calling
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Step 3: Sales Reps can review Prospects
Marketing Activities & Interests prior to calling17 Jan –
CME Demo
9 Jan –Free Trial Signup
8 Jan –Google Search“Salesforce.com.au”
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15 Jan –Automated Email Touch (Step 1)
� Sales Rep have access to all the campaign touches. This provides them
with background information to help them sell more effectively.
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Step 3: Sales Reps can keep track of all
conversations with the lead
17 Jan –
Phone Chat
2 Mar –Left a Voice Mail
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10 Jan –Email Follow-Up� When a Sales Rep leaves, the new replacement can pick up immediately
where he/she left off.
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Step 3: Sales Reps can see Campaign
information and what are the best “Next Steps”
What
Keyword?
What What Landing Page?
Which Video?
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What Product, WhatPitch?
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step 4: Campaign Costs and Revenue data - all on one
screen.
$ Budget
SEM Cost
Mar
ketin
g
SEM Cost
Number of Deals
Mar
ketin
g
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Deals
$ Revenue from this
campaign
Sal
es
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Step 4: Centralized Reports & Dashboards
� Track performance through dashboards in Realtime
� Build reports to determine � Build reports to determine best performing keywords
� Determine which …
– channels deliver the best return
– products are more profitable
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profitable
– segments deliver the most revenue
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Step 4: SEM Conversion Funnel Report
Mar
ketin
gM
arke
ting
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Sal
es
* Sample Data
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Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
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Step 5: Automate & Optimize Conversions
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37For more info: www.marinsoftware.com
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+ “CRM” Keywords + Demo Offer
Step 5: Automate & Optimize Conversions
Move SEM spend to campaigns that perform better
AA
BB10K 500KCost Revenue
10K 1MCost Revenue
+ “Brand” Keywords + Demo Offer
BB
CC
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10K 200KCost Revenue
+ “Social” Keywords + eBook Offer
CC
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+ “CRM” Keywords + Demo Offer
Step 5: Automate & Optimize Conversions
Move SEM spend to campaigns that perform better
AA
BB10K 500KCost Revenue
10K 1MCost Revenue
+ “Brand” Keywords + Demo Offer
BB
CC
39
10K 200KCost Revenue
+ “Social” Keywords + eBook Offer
CC
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+ “CRM” Keywords + Demo Offer
Step 5: Automate & Optimize Conversions
Move SEM spend to campaigns that perform better
AA
BB10K 7K 500K 400KCost Revenue
10K 19K 1M 2MCost Revenue
+ “Brand” Keywords + Demo Offer
BB
CC
40
10K 4K 200K 100KCost Revenue
+ “Social” Keywords + eBook Offer In this Example: +$1M
additional revenue achieved by moving $9K from poor performing SEM campaigns to the high performer.
CC
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Marketing and Sales data coming together…CRM bridges the gap
between Marketing and Sales.
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Do you need Do you need help
implementing CRM?implementing CRM?
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Engage with a Salesforce Partner to help bridge the Gap
Partner: Frensworkz
Contact: Eryan Yu (Sales Director)
Tel: +86 18621035820
E-mail: [email protected]
Website: www.frenswrokz.com
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Website: www.frenswrokz.com
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Any Questions?
Mark Vozzo
Email: [email protected]: [email protected]
LinkedIn: linkedin.com/in/markvozzo
Twitter: @markvozzo
Download Slides:
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Download Slides:
http://bit.ly/ses-vozzo
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Reference
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Marin Salesforce Connector
Contact:
Nick GillAPAC Account Mgr.APAC Account Mgr.Marin Software
+61 416 558 [email protected]
47For more info: www.marinsoftware.com