m b f004 smyth 091707

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Campaigns to Cash Elizabeth Smyth, salesforce.com Kirk Crenshaw, RevCatalyst Marketing I: Building the Funnel

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Page 1: M B F004  Smyth 091707

Campaigns to Cash

Elizabeth Smyth, salesforce.com

Kirk Crenshaw, RevCatalyst

Marketing I: Building the Funnel

Page 2: M B F004  Smyth 091707

Safe Harbor Statement

“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements including but not limited to statements concerning the potential market for our existing service offerings and future offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.

The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.

Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.

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What Are We Going To Cover?

Why you would want to track your marketing

programs with campaigns

How to use campaigns

Benefits of campaign management – Dashboards

Best Practices

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cam·paign man’age·ment [kam-peyn man-ij-muh’nt]

noun. Managing a series of marketing tactics that are

all designed to achieve a specific business goal

(increased revenue, leads, customer adoption, etc).

Why track your marketing programs using campaigns?

What is campaign management?

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Why track your marketing programs using campaigns?

Types of Marketing ProgramsAwareness

Press and Media Analyst Relations Customer References Advertising

Lead Maturation

Webinars Demos White paper programs Offers Case studies VIP Dinners etc

Web

Web Site Design On line Promotions Promotions

Lead Generation

Search Engine Marketing Events Direct Response – email, mail,

telemarketing List rental/Purchase

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Why track your marketing programs using campaigns?

Marketers Have Difficultly in Measuring ROI without Lead Visibility

Ability to Measure Marketing Return

0% 20% 40% 60% 80%

Satisfied with Ability to

Measure ROIDissatisfied with

Ability to Measure ROI

Percent of Companies

CMO Council Survey of over 1,000 marketing executives

0% 20% 40% 60% 80%

Tracking Leads Through Sales

CycleData

CompatibilityUploading Data

Slow Response

Top Difficulties in Lead Generation

Percent of Companies

Inability to Track from Lead-to-Close

Poor Data Quality Out-of-date Information Poor Reporting Tools

Inability to Track from Lead-to-Close

Poor Data Quality Out-of-date Information Poor Reporting Tools

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Poor Lead Managemen

t

Inconsistent Branding

Poor Response Rates & ROI

Lost Leads

Slow Response

Ineffective Lead Process

Poor Quality Messaging/ Branding

Outdated Information in Field

Difficult Proving Marketing

Effectiveness Can Not Track

Lead to Close

No Accountability for Leads

Poor Data Quality

Why track your marketing programs using campaigns? Top Marketing Challenges

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Automated & Optimized Lead Management

Closed business ties back to leads

Leads tieto marketing campaigns

Why track your marketing programs using campaigns?

Complete Visibility of Campaign Effectiveness from campaign to revenueClosing the Sales & Marketing Loop

salesforce.com
new UI
Page 9: M B F004  Smyth 091707

To get a holistic view of how your marketing

initiatives are performing and to replicate

successful programs / tactics / channels.

Why track your marketing programs using campaigns?

In summary….

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GOALS PROGRAMS PLANS EXECUTION REPORT

•Define your goals and objectives

•Pipeline?•Revenue?•Leads?•Adoption?

• Decide on the specific initiatives under each of those programs

• Schedule• Budget• Targets• Metrics• Channels

•Create your campaign, and make it happen!

• Landing pads• Unique phone numbers• Audience lists

•Track your response and Show the success of your programs

• Reports• Dashboards

•Email campaigns•Events•PR•Telemarketing

•Determine the programs you will use to achieve those goals

How to use campaigns Business Stuff First…

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Inside Opportunities

Field Opportunities

Lead CaptureLead Qualify

Website

PhoneSearch Engine

PR/Events

Email

Events

How to use campaigns Manage all types of campaigns and responses

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How to use campaigns Set your campaigns up for easy analysis and Reporting

Tips & Tricks

Have a naming convention:

eg EMEA – FY08Q3 – City

Tour - Brussels

Tips & Tricks

Set the right campaign

record type eg email,

events etc

Tips & Tricks

Define your lead source values so they tie back to budget dollars

Tips & Tricks

Tie campaigns together

with a custom field like

“Parent Campaign”

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How to use campaigns Make it easy for your sales teams

Tips & Tricks

Attach Relevant

Documents

Tips & Tricks

View all opportunities from the

campaign and calculate ROI

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How to use campaignsStart off with a unique landing pad

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How to use campaignsLead Management is Crucial to the Success of your Campaigns

Score LeadsAutomated Calculations

11 22 33

44

Lead Management Example

Optimize Lead Distribution

Automate Lead Capture

De-Duplicate

55 Analyze in Real-Time

Reports and Dashboards

Source:Industry:

Company Size:

124

7

Score < 10 Product: A

Inside Lead Queue Round Robin Distribution

Score > 10 Product: B

Outside Northeast Sales Rep Queue

Routing Rule:

Lead Queue:

Lead 1 Lead 2

Page 16: M B F004  Smyth 091707

Benefits of Campaign ManagementExample Report #1 – Campaign Metrics

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Benefits of Campaign ManagementExample Report #2 – Lead Status

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Benefits of Campaign ManagementExample Report #3 – Lead Source

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Benefits of Campaign ManagementLeverage Pre-Built Reports

Metric Campaign Reports Lead Reports

Count of Leads Campaign ROI report Lead Report

Count of Qualified

Leads

Campaign Opportunity report Lead Lifetime Report

(count of opportunities)

$ Pipeline Created Campaign Opportunity report Lead Lifetime Report

$ or Deal Won

Business

Campaign Opportunity report Lead Lifetime Report

Average transaction

size

Campaign Opportunity report Lead Lifetime Report

Page 20: M B F004  Smyth 091707

Benefits of Campaign ManagementExample Dashboard – Campaign Effectiveness

METRICsnapshot

of key metrics

COMPARE performance

v. target

REPORT campaign revenue

generated

GROUP responses by tactic

TREND data shows impact

LIST top performing campaigns

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What are we going to cover?

Why you would want to track your marketing

programs with campaigns

How to use campaigns

Benefits of campaign management – Dashboards

Best Practices

Page 22: M B F004  Smyth 091707

KIRK CRENSHAW

CEO

REVCATALYST

[email protected]

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All About Company RevCatalyst

• INDUSTRY: Marketing Consulting

• EMPLOYEES: 2+

• GEOGRAPHY: United States

• # USERS: 2+

• PRODUCT(S) USED: SFA, SFGA, Marketing, 5 downloaded AppExchange

applications

RevCatalyst delivers revenue focused demand generation services to help growing B2B companies develop, plan, and implement a high quality lead generation operation.

Page 24: M B F004  Smyth 091707

Why Do I Use Campaigns?

Closes the loop• Measure ROI/ROM• Measure of success or failure• Adjust resources/$

Supports the sales process• Context• Nurturing

Centralizes reporting• Center of my universe

Proves my value!• Budgets

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Getting Started

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Step 1: Evaluate Your Sales/Marketing Process

How to you generate, track and measure demand?• Program Mix/Tactics• Audience/Segmentation• Offers/Assets• Nurturing

What happens to the responses? (Closing the Loop)• Response/Data Capture• Inquiry/Lead Routing• Follow-up/Emails• Tracking• Scoring

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Tip: Leverage a Process Map

Updated – SFGA Blog• http://blogs.salesforce.com/adwords/2007/06/process_maps_ge.html

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Step 2: Define Reports

What do you want to track?• High Level

• Executive

• Granular• ROI/ROM analysis• Tactics• Segments

• Sales reporting Define dashboards

• Reports drive design

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Tip: Draw Up Plans or Mock Up in Excel

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Step 3: Define Necessary Fields

What fields do you need?• Remember: Can’t report on what you don’t capture• What information is needed to fulfill reports?

• Lead vs. Campaign• Marketing vs. Sales

• What will create “context”? • Assignment or Auto Response triggers?

How will they be organized?• Define page layout• Logical grouping

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Step 4: Create Personalized Auto Reponses

Leverage Auto Response/Assignment Triggers

• Responds with a relevant auto reply email

• Can personalize with merge fields

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Implementation Check List

Add fields

Customize page layouts

Customize lead assignment rules

Create follow-up emails

Set auto-response rules

Create any needed custom workflow rules

Create and implement web-to-lead forms

Create and implement desired reports and dashboards

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Example: Campaign Page Layout

Defines who responded

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Take It to the Next Level

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Campaign Page Layout

Performance

Context

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Marketing Influence Report

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Consoles – Follow-up Calling

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Other Advanced Capabilities

Record types• Impact page layout based on campaign type

Lookup fields• Can create campaign hierarchies

Member “Status” Fields• Member First Associated• Member First Responded Date• Member Status Update Date

Lead scoring• Leverage formulas and hidden fields

New custom report types! New in Summer ‘07

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Best Practice Checklist

Leverage web-to-lead to manage all web-based inquiries (Close the Loop) Lead assignment/Personalized auto responses Use hidden fields to add additional context and provide “triggers”

Assign all inquiries to a campaign Look at all website forms/landing pages

Create a standardized naming convention Example: FY07M2 – Email – House List – Web Seminar Registration

Create context Why did someone respond?

Use member status values to track activities Member Status - Responded/Updated/Associated

Leverage ROI reporting Opportunities (ROM)/Closed deals (ROI) Be sure to input program costs to track ROI

Take advantage of the AppExchange Subscribe to the RSS feed for up to date information

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Session FeedbackLet us know how we’re doing!

Please score the session from 5 to 1 (5=excellent,1=needs improvement) in the following categories:

Overall rating of the session Quality of content Strength of presentation delivery Relevance of the session to your organization

We strive to improve, thank you for filling out our survey.

Additionally, please score each individual speaker on:Overall delivery of session

Page 41: M B F004  Smyth 091707

Thank you!

Page 42: M B F004  Smyth 091707

Campaigns to Cash

Elizabeth Smyth, Salesforce.com

Kirk Crenshaw, RevCatalyst

Marketing I