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					How salesforce.com uses
Salesforce for Marketing Glory

       Track: Marketing Executives
                        Swen Kolterman, salesforce.com
                        Nancy Kamerer, salesforce.com
                        Andy Scollan, salesforce.com
                        Suzie Kim, salesforce.com
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.
End-to-end Marketing at salesforce.com




                                    Web code




 Creative   Outbound marketing +   Response into     Lead/
 request     web landing page       Salesforce     Opportunity
                                                   management
    Swen Kolterman
Senior Manager, Marketing
Maximizing Campaigns
Dummies Program: Summary


  Objectives
     – Trial registrations
     – Pipeline creation
  Tactics
     – Email, Web banners, SEM
     – House, 3rd Party Lists
Maximizing Campaigns
Campaign Creation


   Lead Source / Offer Type
   Parent Campaign
   Region
   Direction for Sales
      Summary info
      Qual questions
      Email template
      Next steps
Maximizing Campaigns
Landing Pages aka Web-to-Lead Forms


   Prospects who click
    the offer are directed
    to landing page


   Information captured
Maximizing Campaigns
Inbound response handling




                               Web code:
                            Do we know you?
                                              Salesforce
                                                 CRM




                  Exact match on email address

   Append Campaign Member (Response) to existing record

                   Route to appropriate Owner
Maximizing Campaigns
The Lead or Contact Record


   Campaign is added
    as Campaign
    Member record
    (Response)
   Added to Contact if
    existing
   Creates new Lead if
    net new
   Offer Type = Free
    Trial
Maximizing Campaigns
Sales Follow-up Email

 Protects brand
 Keeps sales
  focused on selling
 Ensures
  professionalism
Maximizing Campaigns
Campaigns are CORE to tracking effectiveness



                         Closed business
                         ties back to leads

      Leads tie
      to marketing
      campaigns




                                                        Tip:
                                               Define your lead source
                                               values so they tie back
                                                  to budget dollars
          Tip:
 Great layout for Mktg
Directors who oversee
 multiple campaigns
Nancy Kamerer
Senior Director, Sales
        Development
Marketing Handoff to Telemarketing Team

  How are Leads Captured?
    – Inbound from Web
    – 800# Calls
    – Imported Lists


  Leads distributed through Round Robin Lead Router
    – East and West routers
    – Lead Sprinkler distributes Leads equitably to Reps
    – Avoid territory equity issues –“Your territory is better than mine”
    – Manage campaigns more effectively
Lead Follow-up Process

  24 Hour turn-around policy

  Lead Statuses:

     Open           Working     Archived or Converted

  Minimum of 2 outbound touches (e-mail and phone)
   prior to Archiving

  Once Archived, the Lead continues to be touched
   through the House List drip campaign
Lead Generation / Marketing Dashboard
Data Quality Dashboard
Monthly and Year-to-Date Lead Mgmt Summary
Google Apps Integration – Google Sites: allows us to host a
Site within Salesforce CRM that documents our Department’s Mission
Statement, Best Practices, Rules of Engagement, Processes, etc.
Google Apps Integration – Google Docs: allows us to
collaboratively work on documents from within Salesforce CRM, ie)
Seating Charts, Headcount spreadsheets, Bonus spreadsheets, etc.
Sales Rep Ideas Community: Allows our Employees to
submit their ideas in a public forum, in which others can vote,
comment, and ultimately take action on these ideas.
            Suzie Kim
Senior Director, Marketing
               Operations
Marketing Ticketing Application

  Assign resources and update the status of a request
  Clearly define the Bill of Materials (BOM)
  Trigger emails to allow global teams to view requests
   from a centralized location
  Help your marketing department plan better for
   upcoming projects
  Gain insight into your current and pending marketing
   initiatives
DEMO




          Demo creating new marketing request and BOM
          Dashboard
Marketing Request E-mail Triggers




     Email To Requestor      Email To Assigned Queue
Build Custom App to Meet Your Needs

  Understand the current process
  Define areas of process improvement
  Gather business requirements
  Work through the design with an expert
  Deliver quick wins
  Refine features over time
Session Feedback
Let us know how we’re doing and enter to win an iPod nano!
    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


               Additionally, please fill in the name of each speaker &
               score them on overall delivery.


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

                 Lisa Plotczyk
                 Sr. Manager, Marketing Operations
                 salesforce.com

SALESFORCE.COM   Nancy Kamerer
                 Sr. Director, Sales Development
SALESFORCE.COM   Suzie Kim
                 Sr. Director, Marketing Operations
SALESFORCE.COM   Swen Kolterman
                 Sr. Manager, Marketing
SALESFORCE.COM   Andy Scollan
                 Sr. Manager, Sales Development

				
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posted:3/6/2010
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