Tuesday 7 August 2012

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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Any unreleased services or features referenced in this or other press releases or public statements are not
currently available and may not be delivered on time or at all. Customers who purchase our services should
make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes
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

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