Optimising Marketing Campaigns with Salesforce CRM and Google Adwords

Robin Daniels, salesforce.com
Mariëlla den Boef, Eve & Co
Elsbeth Bouwman, Eve & Co
Michel van Luijtelaar, Google You can also ask your question on Twitter using ♯cloudforce Safe Harbor
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no obligation and does not intend to update these forward-looking statements. Challenges Today
Eve & Co – Customer Insight
Survival of the Fastest, Google
Optimising Marketing
Useful Resources
Optimizing your
Marketing
Campaigns Top Priorities for a VP of Marketing
Drive new business
Measure Marketing Performance
Close the Gap with Sales
2
1
3 Drive New Business
1
Radio

Direct
Mail

Local


Directories

Newspapers

Partners

TV

Events

Cold
Calls

Website


Offers

Blogging

Landing


Pages

Email

PR

Referral


Links

SEO

SEM
FACT:
4 out of every 5 Salesforce customers
direct traffic from email and search
marketing campaigns to their
homepage Measure Performance
2 Example: Measuring Campaign Success 3
Relationship between Sales & Marketing Building Your Conversion Funnel
Integrated Marketing and Sales. Integrated Terminology.
Impressions
Web Traffic
Lead Capture
Qualified Leads
Customers
Pipeline
2% “click-thrus”
5% “capture rate”
10% “qualification rate”
25% “conversion”
10% “pipe to close”
Sales  Telesales  Marketing Mariëlla den Boef
Elsbeth Bouwman6/9/09  14
Integrated financial advise and service
Eve & Co’s purpose
1. Fulfilling an existing need
2. The customer as center point of focus
3. Long-term relationship – financial partnership
4. Make full use of interesting opportunity 6/9/09  15
Specific wishes
- ‘One plan’
- Plans and dreams
- Recognition
- Taken seriously
- Money: a broad concept
- Same solutions
- Clear and transparent
Personal
Long term 6/9/09  16
Requirements regarding IT
- Data on a personal and
organizational level
- Personal network and
relations data
- Learning by doing
- Very limited budget
- And… yesterday!
< 1 month an Eve & Co
version of Salesforce 6/9/09  17
With Salesforce we plan, maintain and
report:
marketing campaigns  activities per customer
Personal
data
sales
documents
network 6/9/09  18
Future
- Integrated phone and e-mail solutions
- Integrated social networks
- Website integration
- Interfaces with financial software
- Interface with back office software
- …… Michel van Luijtelaar
Sales Team Lead Google EMEA
Survival of the Fastest Uw klanten bijhouden
Nederlanders
13 m online ‘09
Cent per Euro
0,09  online uitgegeven
Internetgebruiker
82% commerciele doel
Of B2B prospect
buyers start from
a search engine
83% research online
Of B2B buyers
70%
Of B2B buyers
51% purchase onlineQ: “What methods would you use to
research your next b2b purchase?”
Q: “Would you use a Search Engine at some
point to research this purchase?”
A:   Only 4.46% said they wouldn’t use a
search engine at some point during
the purchase research.
Source: “The Role of Search in BtoB Buying Decisions,” Enquiro and Marketing Sherpa (October 2004); n = 1500
 A: 93.2% indicated they would
go online to research the purchase.
93%  95%
The Role of Search in B2B Buying Consumenten en concurrenten zullen versnellen
... De snelste zullen overleven en
goed gedijen Insight – Wat denken uw klanten?
Web Search Volume: ecofriendly
(Worldwide, Jan 2004 – Jan 2009)
Source: Google Insights for search#1: Gebruik “Insight”
GAUGE INTEREST
• Vind relevante zoekwoorden rondom  uw prod
• Vind relevante zoekwoorden voor uw website
• Bekijk volumes, trends en geografische info
VIND NIEUWE MOGELIJKHEDEN
• Vind  nieuwe woorden waarop mensen zoeken
voor iedere specifieke landingspaginasop uw
website
www.google.com/sktool/  METEN IS WETEN
• Meet de activiteiten van klanten op uw website
• Meet marketing acties
• Informeren en sturen gebaseerd op feiten
Wat kost een conversie?
• Stel uw metrics in om op de gewenste Kostenper-Acquisitie te komen (CPA)
Test en optimaliseer uw website
• Bepaal ideale samenstelling van uw site
• Multi variate testing op titels, beelden, structuur
en creatives
#2: Optimaliseren voor conversies
www.google.com/analytics
www.google.com/adwords/conversionoptimizer/
www.google.com/WebsiteOptimizer   #3: Laat geen enkele klant door het net slippen
 Adverteer online
 Genereer leads
 Meet zoekwoord
effectiviteit en ROI
op ieder onderdeel
van de campagne
1
2
3
Sign up for Google AdWords
from salesforce.com and
receive £50 in free ad spend
www.salesforce.com/uk/google  Website
Integration
Google
AdWords
Campaign
Management
Lead
Management
Email
Marketing
Marketing
Analytics
Collateral
& Brand
Management
AppExchange
Apps for
Marketing Lead Management
 Lead Routing
 Automated
Response Rules
 Lead Tracking &
Qualification
1
2
3 Campaign Management
 Run multi-channel,
global campaigns
 Managing Budgeting
and Planning
 Track results through
to closed revenue
1
2
3 Website Integration
 Capture leads
online
 Track the source
of leads: Organic,
Web Referral,
Paid Search, etc
1
2 Salesforce for Google Adwords
 Advertise Online
 Generate Leads
 Track Keyword
Effectiveness
1
2
3 Email Marketing
 Personalised
auto-response
emails for
immediate
follow-up
 Every response
and interaction is
track-able
1
2 Reporting & Analytics
 On-Demand
Reports and
Dashboards
 Customized for
your business
needs
1
2 Collateral and Brand Management
 Manage your
brand effectively
with version
control
 Share content
Instantly
 Instant user
feedback
1
2
3 Visit the AppExchange
130 marketing applications – 33 are free!
http://sites.force.com/appexchange/
 Data cleansing
 Demand generation
 Document management
 Email marketing
 Event management
 Market research
 Channel marketing
 Programs and promotions
 Search marketing
 Web Analytics Where Next? Explore our resources
 Visit the Salesforce community
 Post or vote for an idea
 Blog: http://blogs.salesforce.com/marketing
 Online Help
 Online campaign management training
 Salesforce trainingYou can also ask your question on Twitter using ♯cloudforce

Source: http://salesforce.vo.llnwd.net/o1/emea/cloudforce/eindhoven-pdfs/t1-s2.pdf