Using Salesforce CRM to Embrace Engagement Marketing
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Using Salesforce CRM to Embrace Engagement Todd Forsythe VP Global Marketing, salesforce.com
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Shifting trends in media consumption, Internet usage, and buyer behavior have evolved the marketing model for most B2B organizations. At salesforce.com, we've responded by shifting our strategy from push marketing to an engagement marketing model focused on connecting customers with sales. This change required us to think differently about the makeup of our marketing mix and the role social media would play in lead generation. Join us to hear best practices of adopting a broader marketing mix and managing this mix within Salesforce CRM: all while maintaining a focus on driving quality leads to grow your business.
Transcript of Using Salesforce CRM to Embrace Engagement Marketing
Using Salesforce CRM to Embrace Engagement Todd Forsythe
VP Global Marketing, salesforce.com
Massive shiftaround how informationis consumed
Years it took to reach an audience of 50,000,000….
38yrs
13yrs
13yrs
5mos
Publications are Broke, Flat & Stretched
FOLD! SOLD! COLD!
Closed, 2007 Fire sale to Bloomberg
Cut from 18 to 10 issues/year
Press has transformed
100,000,000 blogs
Writers create their own digital press
Our view…
1700% 1300% 1800% 400% Per Day
69% Yo
u T
ub
e V
iew
s
Vid
eos
Vie
ws
Co
nta
cts
The Shift Is On
Traditional Marketing Social Media
33%Leads Up
A new marketing model for a new day
Salesforce marketing: conversation centric
WebsiteEvents
Demand generationLead managementSEO/Retargeting
Customers Bloggers
Twitter/Facebook Analysts
Press Launch events
Salesforce communitiesSalesforce Ideas, Blogs & Answers
Twitter/Facebook
Salesforce @ Salesforce.com Marketing:Apps in the cloud for all facets of marketing
PR/ARManagement
Campaign Management,Workflow Management
Budgeting
CommunityManagement
Salesforce @ Salesforce.com Marketing:Apps in the cloud for all facets of marketing
PR/ARManagement
Campaign Management,Workflow Management
Budgeting
CommunityManagement
Force.com platform
Core Salesforce
Apps
CustomBuiltApps
AppExchange
Partners
Salesforce @ Salesforce.com Marketing: Enables deep insight across the marketing mix
Reports Dashboards
Chatter Enabled
Ad Hoc AnalysisCollaboration
Real Time Full Marketing Mix Deep Into SalesRespond to fluid online environment and budget changes, support sales in deal process
Budgeting App
Yesterday’s excel planning tool
Allocation of total quarterly envelope
xyz
xyz
xyz
2,000,000
xyz
xyz
xyz
xyz
75%
%
%
%
%
%
%
%
$2,000,000
Allocation to the Program level
$500,000
$200,000
$800,000
$500,000
$200,000
$800,000
$1,500,000
$500,000
Allocation to Activity Level
$800,000
$2,000,000
$200,000
$400,000
$200,000$800,000
Final allocation to purchase requests
FY11Q3 AMER Google Content 1
FY11Q3 AMER Google Content Network
Google Content Network
$400,000
FY11Q3 AMER Google Content 2
$100,000
$300,000
Marketing Requests App
Internal Creative ServicesMarketing Requests Application built on Force.com
Set rules and workflows for team adhere to priorities and deliver
Automatic updates on status of your requests
Collaborate at Marketing Request level with Chatter
Chatter Turbo ChargesMarketing
Share Presentations
Collaborate With Dashboards
Visibility Into Workflow
Help Sales Close Deals
Communicate With Global Team
Follow Campaign Performance
Campaigns and Creative Services Collaboration
Follow campaign records!
“Campaign results are pushed to my feed … and I can interact with the campaign mgr!”
VP Marketing
Follow big deals!
“I can drill down in my dashboard to rep level performance. If there is an open lead I can collaborate
directly with the rep and help”Sr Campaign Manager
Update the team on new Marketing Materials
“I can announce the availability of new Regional Customer References to all the Group
Members” Sr Campaign Manager
Push out new docs and resources
“The best way to spread the word about any topic is to post the relevant doc on Chatter so that anyone who’s
interested can easily learn more.”Editorial Director
Engagement - Campaign Management
Sales & Marketing Alignment
Web
Search
Offline
Events
Leads
Deals
Dollars
No Leaky Funnel + Complete Process Visibility = Spend More on What’s Working
Marketing Manager
Tier 1 Sales: Sales Reps or I nside Sales
Tier 2 Sales: Account Executives or Field Sales
Management Reports & Dashboards
Campaigns Leads
Qualified?
yes
Lead Management
Lead Capture Mechanisms• Online Registration Forms• Import Lists From Excel• Manually Enter Business Cards
no
Sample Routing Rules• Territory Based Routing• Product Based Routing• Pick Off Queues• Manual Assignment of Leads
Win?
Opportunity ManagementLead Generation
Campaign Effectiveness
& ROI
Accounts
no
yes
Opportunities
Sales Process Map, Campaign to CustomerTwo tier sales process typically found in high volume B2B sales organizations where marketing campaigns generate leads, a tier one team qualifies leads to pass on to a tier two sales team that manages the sales cycle.
Types of Campaigns• Email Campaigns• Advertising• Direct Mail• Trade Shows
Sample Qualification Questions• Current Situation• Pains• Opportunity Size• Timeframe• Budget• Decision Maker• Main Competitor
Keep a historical record of archived leads and set up email campaigns or follow up reminders to regenerate interest.
Common Reasons for Duplicate Leads• Bogus info• Duplicate lead• Current customer• New contact, current opportunity
Salesforce.com Tabs
Lead Source
Lead StatusClosed
Business
Qualify LeadLead
Assignment
Archived
Leads
Check for Duplicates
Sample Lead Status• Open: Followed up on within 48 hours• Working: Day 1 through day 30• Developing: Scheduled follow up beyond 30 days• Archive: Non-responsive or No Current Interest
Work Lead & Adjust Lead Status
Opportunity Pipeline
Competitive Win/ Lose
Sample Sales Stages• Lead• Needs Analysis• Confirmed• Objection Handling• Selected • Negotiating• Closed/Won• Closed/Lost
Sales Cycle
Keep a historical record of archived opportunities and set up email campaigns or follow up reminders to regenerate interest.
Archived
Opportunities
The lead is converted into an opportunity with an associated contact and account. Often the lead will be handed off to the tier 2 sales person to work it through the sales cycle.
Lead Conversion
Lead QualityLead Type
Neglected Leads
Marketing Campaign
Lead Capture
Active Customer
Account becomes an active customer.
Lead Conversion
Contacts
Closed loop marketingCampaigns are CORE to tracking effectiveness
Closed business ties back to leads
Leads tieto marketing campaigns
Campaigns
Lead/Contact
Opportunities
Chatterized Dashboards
Marketing Metrics:– Responses by
Campaign– Leads Generated– Leads Converted– Pipeline Created– Campaign ROI
Sales Metrics:– Opportunities Created– Opportunities Closed– Top Sales Reps– Top Account
Executives
Campaign ROI At-A-Glance
Detailed Campaign Dashboard
….and enter the account Chatter feed
Do you need any additional content, competitive insight
DuPont Dreamforce To You Page 17
Evangelism - PRForce App
The centralized repository of PR related resources
PRForce is the record for salesforce.com’s PR programs.
Encouraging global collaboration,
PRForce provides a central repository for best practices,
required readings and content from the ww teams.
PRForce also provides the historical record of all past activities.
Press Release Management
• Status of press releases• Global releases• Approvals• Type of release• Distribution reach
PRForce is integrated with the website so there is a self-service channel to post press releases.
Automated work flows based on Status and Check boxes
Collaborate on the Press Release record with Chatter
Integration with www.salesforce.com for automatic publication of Press Releases
Awards
• Award Due Dates• Submission status
• SFDC history with the award• Submission drafts
Speaking engagement
• Due Dates• Submission status• SFDC history with the conference• Submission drafts• Sponsorship information
PR Launch Management
• Embargo date and time• Press releases and decks associated with launch• Serves as a one stop resource for int’l teams on every launch
Spokespeople Management
• Spokesperson contact info and title• Certification rating• Assistant information• Current headshot and bio
DuPont Dreamforce To You Page 17
Community
Knowledge
Answers
Blogs
Ideas
Community On Our Your Site
User Groups
Testimonials
YouTube
Your Official Social Media Channels
Flickr
Slideshare
Video
Forums
Blogs
Conversations On Other Sites
Mainstream News
Images
Three Pillars of Online Community
Salesforce community in Twitter
Salesforce community in Facebook
Salesforce community in linked-in
Deliver a clear and concise message with perfect fidelity
39%
46%
14%
Where is Video Being Consumed?
Over 800 Videos In Our Library
DuPont Dreamforce To You Page 17
Change your game.Thank you.
Using Salesforce CRM to Embrace Engagement
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