SEM + CRM = ROI Heaven A behind the scenes look at how Salesforce uses

CRM to optimise paid search

SMX Sydney, 4 April 2013

@markvozzo #SMX

Mark Vozzo Inbound Marketing Manager (APAC)

Twitter: @markvozzo

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@markvozzo #smx

About Me

Mark Vozzo

• +10 years in Online Marketing

• Started as a Webmaster & Developer

• Got in search in late ‘90s

• Worked in Media & Tech, B2C & B2B

Fairfax Media Search Marketing Analyst (News & Media Group)

Microsoft Search and Online

Analytics Manager, ANZ

Salesforce Online Manager (APAC), Head of Inbound Mktg

Agenda

About salesforce.com

How we optimise paid search

– 1. Why CRM data is important

– 2. About my SEM program

– 3. Step-by-Step: How we do it

– 4. How we automate & optimise for ROI

@markvozzo #smx

About

salesforce.com

#1 in Cloud Computing and Customer

Relationship Management

#1 Sales, Service,

Marketing

Cloud

Computing

Innovation

2011, 2012

#2 Highest

Performing

Helping businesses become a ‘Customer Company’: Connect With Your Customers in a Whole New Way

Connected Customers

Connected Products

Connected Employees

Connected Partners

About Toyota Friend YouTube Video: http://www.youtube.com/watch?v=8z9NkZfznPI

About my

SEM Programs

Where am I buying keywords

@markvozzo #smx

100+ Campaigns

11,300+ Ad Groups

60,000+ Keywords

32 Landing Pages

2 Languages

5 Countries

4 Engines

About our

Selling Model

Small Businesses Enterprise Businesses

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Online Lead Generation - SEO

- SEM

- Banners

- Email

- Social Media

Offline Lead Qualification - Sales Reps

- Phone calls

- Customer visits

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Marketing Sales

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Here lies the challenge…

Marketing Sales

Here lies the challenge…

SEM Metrics Ad Spend ($)

CPC

CTR

Avg. Position

Bounce Rate

Form Competes (Conv.)

Cost per Conv.

DATA Baidu / Google Adwords

Web Analytics Tools

Sales Metrics Lead flow

Opportunities

Pipeline Targets

Deal Size/Revenue ($)

Avg. Call to Close Rate

Customer Contact History

DATA Contact Lists

Excel/Word Docs

* Image Source @markvozzo #smx

Marketing Sales

# of True Conversions

5 (25% Close Rate)

Weekly Revenue:

$50,000

Cost per Week: $1,000

Conv. per Week: 20

Avg. Cost per Conv.: $50

# of True Conversions

10 (20% Close Rate)

Weekly Revenue:

$10,000

Ma

rke

tin

g

Sa

les

A B

Cost per Week: $500

Conv. per Week: 50

Avg. Cost per Conv.: $10

@markvozzo #smx

* Example Data

# of True Conversions

5 (25% Close Rate)

Weekly Revenue:

$50,000

Cost per Week: $1,000

Conv. per Week: 20

Avg. Cost per Conv.: $50

# of True Conversions

10 (20% Close Rate)

Weekly Revenue:

$10,000

Ma

rke

tin

g

Sa

les

A B

Cost per Week: $500

Conv. per Week: 50

Avg. Cost per Conv.: $10

@markvozzo #smx

* Example Data

Here’s the answer:

Have your

Marketing & Sales data

in one place

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

@markvozzo #smx

Step 1: Setup Tracking

Every keyword has it’s

own Marketing Campaign

in Salesforce CRM with a

unique tracking driver ID

Step 1: Setup Tracking

Everything I need to know

about this Keyword is stored

in this “Campaign” record

Country (Geo-Target)

Search Engine (Publisher)

Match Type

Product I’m Promoting

Google Campaign Name

Google AdGroup

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

@markvozzo #smx

Step 2: Send SEM Campaign info with the Lead

Use hidden fields your forms to capture the unique tracking ID

Upon “Submit”, tracking ID is sent with the lead details in to our CRM system.

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Step 2: Send SEM Campaign info with the Lead

* Example Data

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

@markvozzo #smx

Step 3: Sales Reps can review Prospects

Marketing Activities prior to calling

@markvozzo #smx

Step 3: Sales Reps can review Prospects Marketing Activities & Interests prior to calling

Watched a

CME Demo

Free Trial

Signup

Google

Search

Email Nurture

(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

Phone Chat

Left a Voice

Message

Email

Follow-Up

When a Sales Rep leaves, the new replacement can pick up immediately

where he/she left off.

@markvozzo #smx

Step 3: Sales Reps can see Campaign information and Nurture the leads.

What

Keyword?

What

Landing

Page?

Which

Video?

Which

Product?

What

Pitch?

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

@markvozzo #smx

Step 4: Costs & Revenue data all-in-one place.

$ Budget

SEM Cost

Number of

Deals

$ Revenue

from this

campaign

Ma

rke

tin

g

Sa

les

@markvozzo #smx

* Example Data

Step 4: Centralized Reports & Dashboards

Track performance through

dashboards in Real-time

Build reports to determine

best performing keywords

CRM helps me determine

– Which channels deliver the best

return

– Which keywords are generating

the most leads

– Which segments received the

most pipeline from my SEM

campaigns

@markvozzo #smx

* Example Data

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

@markvozzo #smx

Step 5: Automate & Optimise for ROI

10K Cost

10K Cost

10K Cost

A

B

C

+ “Salesforce” +

Demo Offer

+ “Social CRM” +

eBook Offer

+ “客户管理” +

Free Trial Offer

* Example Data

Step 5: Automate & Optimise for ROI

10K 200K Cost Revenue

10K 500K Cost Revenue

10K 1M Cost Revenue

A

B

C

+ “Salesforce” +

Demo Offer

+ “Social CRM” +

eBook Offer

+ “客户管理” +

Free Trial Offer

* Example Data

Step 5: Automate & Optimise for ROI

10K 200K Cost Revenue

10K 500K Cost Revenue

10K 1M Cost Revenue

A

B

C

+ “Salesforce” +

Demo Offer

+ “Social CRM” +

eBook Offer

+ “客户管理” +

Free Trial Offer

Step 5: Automate & Optimise for ROI

* Example Data

10K 4K 200K 100K Cost Revenue

10K 7K 500K 400K Cost Revenue

10K 19K 1M 2M Cost Revenue

In this Example: +$1M additional

revenue achieved by moving $9K

from poor performing SEM campaigns

to the highest performer.

A

B

C

+3K

+6K

+ “客户管理” +

Free Trial Offer

+ “Salesforce” +

Demo Offer

+ “Social CRM” +

eBook Offer

* Example Data

Step 5: Automate & Optimise for ROI

In Summary

In Summary…

@markvozzo #smx

Marketing Sales

@markvozzo #smx

Google Adwords & Analytics campaign data inside Salesforce? CloudAmp – Campaign Tracker

Any Questions?

Feel free to post your questions on my

blog: http://blogs.salesforce.com/au

@markvozzo #smx