How Salesforce.com Uses Salesforce to Manage Marketing CampaignsMarketing Professionals

Micheline Nijmeh, Sr. Director Integrated Campaigns, salesforce.com

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Agenda

Introduction

Campaign Strategy

Audience Segmentation

Campaign Set up

Execution

Measurement

Traditional marketing modelPipeline focused

Salesforce MarketingCustomer-Centric Driven

WebsiteEvents

Demand generationLead management

ReferencesBloggers

Twitter/FacebookPress

AnalystsLaunch eventsAdvertising

Salesforce communitiesSalesforce Ideas & Blogs

Twitter/Facebook

Salesforce @ Salesforce Marketing Salesforce CRM is used throughout the process

PR/ARManagement

CampaignManagement,

Workflow ManagementBudgeting

CommunityManagement

End-to-End Campaign ManagementCentrally Manage Campaigns Across Channels

Marketing Funnel

Web

Search

Email

Offline

Events

Budget

Creative

Improved Visibility & Effectiveness

Case Study:Lotus Notes Replacement Campaign

The ApproachDevelop Strategy

Director, VP of IT (and above) Large enterprise accounts

Regions: EMEA, JP, AMER, APAC

Target Audience:Market Opportunity

• Huge legacy installed base

• Big compelling event- IBM de-supporting 7.x on April 30,

2011

• Most customers are retiring Notes

“Market activity trends indicate that a significant number of customers –more than currently active Notes 7.x customers – have already decided to go off maintenance.”

TechTarget, August 2009

The ApproachBuild Go-to-Market Plan

Website• Landing Pages• Customer Login

Page• Home page

promos

Online• Social Media• Keywords• Display Ads• Webcasts

PR/AR• Media releases• Briefings• Industry events

Collateral• Video• Email• Editorial

Calendar• Social Objects

Sales Enablement• Scripts• Qualification

Questions• First Call Decks

Customers• Customer reference

Videos, quotes

• Budget• Positioning• Offer

The Approach:Budget Management

Campaigns SetupCentral Location for Campaign Details

Lead Source / Offer Type

Parent Campaign

Media Costs

Direction for Sales. follow-up

Summary info

Qualification questions

Next Steps

Email template

Marketing Request AppAssign and manage editorial, design and web projects

Web promotions Marketing collateral E-mail production & execution Design request Database list segmentation Web content Translation Social Media Editorial Calendar

Create a Campaign Chatter GroupCentral location for Campaign Information

Closed Loop Marketing

Landing Page/ Response Capture

OpportunityCreation

QualificationResponseCapture

Web

Search

Email

Offline

Events

Inbound Sales

Outbound Sales

Marketing Nurture

Existing ContactExisting

LeadNew Lead

Web code: Do we know you?

Lead Follow-Up Process

24 Hour Turn-Around policy

Lead Statuses:

– Open Working Archived or Converted

Minimum of 2 Responses(E-Mail and Phone) prior to Archiving

Once Archived, the Lead continues to be touched through the House List drip campaign

Campaign Performance ManagementMarketing and Sales Dashboards

Marketing Metrics:– Responses by channel– Leads Generated– Leads Converted– Pipeline Created– Share of Conversation– Sentiment

Sales Metrics:– Opportunities Created– Opportunities Closed– Top Sales Reps– Top Account Executives

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