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TRANSCRIPT
Bridging the Sales & Marketing Divide
3:45pmMarketing on the Front Lines: Making Messages Work in the Field
5:00pmWhat's Next: 21st Century Lead Cultivation
11:15amHands-On: Search Campaign Success with Google Adwords
9:00amAdvanced Search Engine Marketing
10:15pmAdvanced Segmentation and Reporting
11:30pmHow Salesforce.com Uses Salesforce
To
day
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2:30pmSuccessforce.com – How to Build a Successful Online Community
1:15pmExtreme Measurement: Proving Marketing's Return
3:45pmData Quality: Who Doesn't Want It?
Bridging the Sales & Marketing Divide
Durango, Colorado
Bellevue, Washington
Sr. Director, Marketing
Stuart Robertson
Chief Marketing Officer
Jim MacKay
Director of Business Development
Scott KingDallas, Texas
• INDUSTRY: Financial Services
• EMPLOYEES: 165 (20 in 401(k))
• GEOGRAPHY: US
• # USERS: 15
• PRODUCT(S) USED: SFDC Enterprise Edition + AppExchange
ShareBuilder 401(k) offers on-demand 401(k)s designed for small businesses Launched November, 2005 – start-up unit within ShareBuilder, the 6 th largest online brokerage Already the market leader in selling ETF-based 401(k) plans
Vision: Increase savings rate of Americans
Leverage online channels & strategic partnerships (e.g. Costco, CareerBuilder)
On the same side – so what’s the problem?
“We need more good leads now”
“I’m wasting my time on bad leads”
“Which leads are hot?”
“Inbound leads are great… it ain’t like cold calling.”
“Don’t ‘brand’ leads bad based on a small sample”
“Next quarter… it gets a lot better.”
Sales Marketing
The epicenter of the divide is Sales Optimization
Contribute
Create Awareness
Nurture
Install
Fund
Purchase
Demand Generation Story Architecture Channel Mix Lead Optimization
Sales Optimization Nurture Tools & Incentives Responsibilities & Process
Customer Success Product & Service Experience Promote/Community Customer Growth Programs
Sales & Marketing Challenges at ShareBuilder 401(k)
• Fast growing lead base; hard to manage efficiently
• Holding size of sales team relatively flat
• Maintain high close rates = increase sales per consultant
• Small businesses are hard to reach, limited understanding of 401(k) programs
How do we get the most out of our investment in prospects!
Idea: Automate Lead Development for Sales
Put prospect online activity into salesforce.com and
use to rank leads dynamically for the sales team!
More Sales
=
A Better Way to Work Together
Lead forms identify a prospect on your site
Emails are ground cover for Sales
Spend a lot of time fact finding
Title, timing, & “identified needs” drive rankings
Take in good faith prospects purchase timing
Visits identify a prospect on your website
Emails determine who is engaged for Sales
Sales knows prospect’s interests Prospects ranked dynamically by web
interactions plus traditional elements Web activity and content consumed
are strong purchase indicators
Result: Sales knows which leads are Hot
Old Standard A Better Way
Program Goals
Increase sales per rep by 10%
Maintain or increase lead to close rates
Achieve high engagement with Emails
Goal Typical B2B
Email Open Rates: 15% 5%-20%
Clicks Thrus: 2% 1%-4%
Opt Outs: <1% 1%-2%
Integrate Web Analytics and Email with Salesforce.com
1. Launched dynamic, real-time lead scoring
2. Automated nurture email marketing
3. Optimize site and email programs based
on web site consumption
Bonus: Optimize Search keywords based
on cost of acquisition, not just CPL
Deployment Details• Salesforce.com Enterprise Edition• AppExchange for web and email applications• 15 Users• Redefined lead stages and created rules for scoring• Optimize scoring based on sales & activity trends
Education Facilitates the Prospects Decision Challenge
Engaged
No Action
Familiar Connect ConfidenceIntegrated email-web activity enables prospect to set pace
Real-time email leads to next topic
Automated once a week email if no action
Web
vis
it
Em
ail
Education:
Emails Cover Saving, Costs, Features, Case Studies…
Make it Easy and Fast for the Sales Team to Act
Give the Sales Team Insight at a Glance Sales knows key content consumed and if prospect is
“active” or not
DEPLOYMENT DETAILS
Web-to-lead & custom fields
capture actions a prospect
takes prior purchase
Know the Prospect’s Needs & Interests before you Call
Email click thru
Web click path
How the Scoring Engine Works
Scores have dynamic elements with “recency”
being the core driver
DEPLOYMENT DETAILS
Manticore Technology populates web
data
Salesforce.com lead forms and/or sale
person populates timing and other data
Empower prospects with information at the right time Result: High engagement with ShareBuilder 401(k)
• Prospect web activity determines if program is a week or 12 weeks
Develops leads automatically for sales team Result: Close more sales, faster
• Lead scoring to prioritize leads for Sales
Less resources required to manage more leads Result: Higher margin, lower CAC
• Move sales team from 50% of time closing to 80%+
It Works for Your Prospects and Your Company
Imagine it. Learn it. Use it.
You can do it! -- we did it with 2 Mktrs, 1 Designer, ½ PM, ¼ Prod Dev
1. Commit to start it fast – be remarkable, not perfect
2. Use a web analytics / email solution to integrate with salesforce
3. Determine lead scoring parameters to rank leads
4. Determine education needs and align with purchase process
5. Create “new action” call list for sales team in salesforce.com
6. Analyze actions, review scoring, test emails and web pages
Tips for Success Deep link or build unique landing pages for each email
Insert winning new content you develop as you go
Keep feedback loop open with sales team and adjust
Results: More Sales Faster
Increased lead to close rate significantly in just its first 90 days 65% of leads closing in first 30 days vs. 51% prior Revives leads: 12% of new sales are now >1 year old vs. <3%
Email statistics exceed forecast Results GoalTypical B2B
Email Open Rates: 18% 15% 5%-20%
Clicks Thrus: 3% 2% 1%-4%
Opt Outs: 0.3% <1% 1%-2%
Sales per rep increased by 17% over the first 6 months
Success: Sales & Marketing teams are deeply integrated and happy!
Jim MacKayChief Marketing Officer
• INDUSTRY: Enterprise Software
• EMPLOYEES: 50
• GEOGRAPHY: Worldwide
• # USERS: 12
• PRODUCT(S) USED: Enterprise, Google Adwords for Salesforce
iTKO is an Industry Leader in Automated Testing for SOA Yes, we are an enterprise software company Focus on Fortune 1000 Financial Services, Insurance, Travel, Government, Tech
Manage lead flow to support direct Sales and guide Marketing activities
Lead management should be as automated and as measurable as possible
Marketing Many campaigns for
lead generation
Lead volume
fluctuates
‘Stuff the Pipe’
Common Goal – Different Processes
Sales Sales resources are
constrained
Too many leads
Leads are
unqualified
Inefficient
forecasting
The Black Hole between Marketing and Sales
Marketing
Focused, Measurable
Marketing Campaigns
Lead Hardening
Process
Bi-weekly ‘offers’
Supplemental Needs
Analysis (Lead
Qualification)
Sales
Cherry Picking
Lead Prioritization
Sales Process
Feedback to Marketing
Demos
POCs
Better ForecastingBusiness Business DevelopmentDevelopment
Common Goal – Process Integration
Marketing Manager
Business Develop-ment
Sales
Reports & Dashboards
Lead Management Opportunity ManagementLead Generation
SFDC
Qualified / POC
Marketing Campaigns
Current Customer
Upsell
Needs Analysis
Custom Demo
Webinar Demo
Demo / Qualified
Lead / Demo
Campaign ROI
Lead Source
POC / Close
Qualified?yes
no Sales Process Win
yes
no
Opportunity Pipeline
ASP
Industry Marketing
Types of Campaigns
•Google•Email Campaigns•Advertising•Trade Shows
Sales Stages•Needs Analysis•Initial Demo•Requirements Gathering
•POC
Needs Analysis•Current Testing Situation•SOA initiative•Opportunity Size•Timeframe•Budget•Decision Maker
Qualified Opportunity•Is developing services•Has seen a demo•Supported technology•Defined budget•Sponsor•POC / Next Steps
Needs Analysis
•Proposal•Selected•Negotiating•Closed/Won•Closed/Lost
Marketing Manager
Business Develop-ment
Sales
Lead Management Opportunity ManagementLead Generation
SFDC
Marketing Campaigns
Current Customer
Upsell
Needs Analysis
Custom Demo
Webinar Demo
Qualified?yes
no Sales Process Win
yes
no
Industry Marketing
Types of Campaigns
•Google•Email Campaigns•Advertising•Trade Shows
Sales Stages•Needs Analysis•Initial Demo•Requirements Gathering
•POC
Needs Analysis•Current Testing Situation•SOA initiative•Opportunity Size•Timeframe•Budget•Decision Maker
Qualified Opportunity•Is developing services•Has seen a demo•Supported technology•Defined budget•Sponsor•POC / Next Steps
Needs Analysis
•Proposal•Selected•Negotiating•Closed/Won•Closed/Lost
Lead Generation
‘Push’ and ‘Pull’
Google Adwords for
Salesforce
Webinars, eMail, Trade
Shows, etc.
Industry Initiatives
Salesforce ‘Campaigns’
Marketing Manager
Business Develop-ment
Sales
Lead Management Opportunity ManagementLead Generation
SFDC
Marketing Campaigns
Current Customer
Upsell
Needs Analysis
Custom Demo
Webinar Demo
Qualified?yes
no Sales Process Win
yes
no
Industry Marketing
Types of Campaigns
•Google•Email Campaigns•Advertising•Trade Shows
Sales Stages•Needs Analysis•Initial Demo•Requirements Gathering
•POC
Needs Analysis•Current Testing Situation•SOA initiative•Opportunity Size•Timeframe•Budget•Decision Maker
Qualified Opportunity•Is developing services•Has seen a demo•Supported technology•Defined budget•Sponsor•POC / Next Steps
Needs Analysis
•Proposal•Selected•Negotiating•Closed/Won•Closed/Lost
Leads
Opportunities
Lead Hardening
Cherry Picking
Qualifying
Marketing Manager
Business Develop-ment
Sales
Lead Management Opportunity ManagementLead Generation
SFDC
Marketing Campaigns
Current Customer
Upsell
Needs Analysis
Custom Demo
Webinar Demo
Qualified?yes
no Sales Process Win
yes
no
Industry Marketing
Types of Campaigns
•Google•Email Campaigns•Advertising•Trade Shows
Sales Stages•Needs Analysis•Initial Demo•Requirements Gathering
•POC
Needs Analysis•Current Testing Situation•SOA initiative•Opportunity Size•Timeframe•Budget•Decision Maker
Qualified Opportunity•Is developing services•Has seen a demo•Supported technology•Defined budget•Sponsor•POC / Next Steps
Needs Analysis
•Proposal•Selected•Negotiating•Closed/Won•Closed/Lost
Sales Cycle
Reports & Dashboards
Qualified / POC
Demo / Qualified
Lead / Demo
Campaign ROI
Lead Source
POC / Close
Opportunity Pipeline
ASP
Common Goal – Process Integration Measures Lead to Demo
Are we effective in converting new leads to talk with sales
Demo to Qualified How effective are the demos
Qualified to POC/Eval Are we profiling correctly
POC to Close Are we running Evaluations correctly
Closed to Revenue Measures Average Selling Price
Lead to Revenue Measures Marketing Campaign ROI
Common Goal – Results
Number of opportunities
Cost per Opportunity
Marketing Campaign effectiveness
• Win Rate is stable
• Forecast accuracy is increasing
• Revenue is increasing
3:45pmMarketing on the Front Lines: Making Messages Work in the Field
5:00pmWhat's Next: 21st Century Lead Cultivation
11:15amHands-On: Search Campaign Success with Google Adwords
9:00amAdvanced Search Engine Marketing
10:15pmAdvanced Segmentation and Reporting
11:30pmHow Salesforce.com Uses Salesforce
To
day
Tu
esd
ayW
edn
esd
ay
2:30pmSuccessforce.com – How to Build a Successful Online Community
1:15pmExtreme Measurement: Proving Marketing's Return
3:45pmData Quality: Who Doesn't Want It?