making your life easier marketing for tech transfer october 30, 2013 shaun juncal marketing manager...
TRANSCRIPT
Making Your Life EasierMarketing for Tech Transfer
October 30, 2013
Shaun JuncalMarketing ManagerUCSB Office of Technology & Industry Alliances
Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
Why Marketing Matters
• Generate real leads that lead to real licensing deals
• Strengthen your office’s brand on and off campus
• Create and nurture long-term relationships with industry
• Gage commercial interest in technologies through market analysis
Marketing Results at UCSB
• 2 pending licenses generated by marketing
• Key relationships formed with major companies
• Stronger relationships with faculty and inventors
In the last 9 months UCSB has seen a 300% increase in NCD visits and a 200% increase in pageviews, more than any other UC campus.
Marketing Results at UCSB
• Confidential technology evaluations by major companies resulting from marketing
Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
MailChimp
• Used for: Email marketing campaigns
• Benefits: Detailed stats on who is opening and engaging with your emails
• Cost: Free up to 2,000 subscribers
How We Use MailChimp
• Create email marketing campaign for every new technology
– Targeted audience between 10-150
– Import contacts from categorized database
• Track user engagement and follow up
• Provide analytics reports to licensing officers
MailChimp Analytics
Benefits of Using MailChimp
• Simple email campaigns
• Robust statistics on user engagement
• Cloud-based
• Additional features: Newsletter templates, signup forms, Google Analytic integration
Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
Salesforce
• Used for: Customer relationship management (CRM) and “cradle to grave” tracking
• Benefits: Cloud-based, very flexible and easy to use
• Cost: $30/month per user (Enterprise Edition after Salesforce Foundation discount)
Lead Generation at UCSB
Search Traffic LinksWhitepapers
Email Campaigns
3rd Party Tech Databases
UC NCDs Inbound Email/Phone
Newsletter
Inventor Pages
25%
3% 55%
Tracking Leads in Salesforce
Understanding where leads are coming from allows marketing teams to make informed decisions and maximize efficiency.
Tracking Opportunities in Salesforce
Track opportunities as they progress through set stages
Keep track of next steps and “ping dates”
Benefits of Salesforce
• Flexible system for managing your potential licensee pipeline
• Salesforce Foundation offers a 72% discount for non-profits
• Quantify your office’s processes to better understand and optimize efficiency
Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
Creating and leveraging content to generate leads and strengthen your brand’s reputation.
Content Marketing
• Used for: Increasing lead generation and guiding potential licensees to conversion
• Benefits: Increased credibility, industry outreach, etc
• Cost: Time
How UCSB Uses Content Marketing
• Industry specific white papers
• TIA Blog
• Other content– Success Stories
– Portfolio descriptions
– NCDs (obviously)
NCD TechListing Widget
• Partnered with faculty to add TechListing widget to research group web pages
• Pilot project – 5 researchers– Doubled NCD visits– Widgets account for 50% of
NCD traffic– Extremely well received by
faculty
Successes with Content Marketing
• Leads generated at major companies through gated white papers (no previous relationship)
Fortune 1000 Fortune 500
$133 million annual revenue
Summary
• Marketing is good
• Consider MailChimp if you do email marketing
• Salesforce helps track and manage relationships
• Content can strengthen your marketing efforts
Get InvolvedGo to:
http://tia.ucsb.edu/ipm
Download SlidesComment
See Lead Generation in Action!
Thank You!
Shaun [email protected] | 805-893-2073http://tia.ucsb.edu | @ucsbtech
http://tia.ucsb.edu/ipm
More MailChimp Benefits
Google Analytics integration
Other Salesforce Features
• Marketing automation
– Automatically send emails based on a user action or status (ex. Follow up after someone downloads a whitepaper)
– Customize and automate any communication
• Robust and customizable reporting
• Cloud-based collaboration and storage