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Top 10 things to Automate How can Marketing Automation
Extend the Value of
Salesforce.com?
Silverpop
Forest Yule
Presenter
Forest Yule Global Alliances Manager Silverpop
Art vs. Science
Art meets Science
Native vs. Third Party
Lead Generation / Lead Capture
Campaign Members
Campaign Members Status
Lead Status Change
Sales Enablement
De-duping
Sales Emails
Lead Nurturing / Scoring
Thank you Gifts
Telemarketing
Automation Priorities
• Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts
Call Center CRM System Sales Rep
Behavior Automation Outputs
Lead Generation with SFDC
Holy Smokes!
Use Landing pages Dynamic Content
Share to social Extend the reach of your message
Social Preference Centers interact on their terms
Social Sign on Capture social Identity
Location based marketing Meet them where they are
Progressive Profiling Where web-to-lead forms are preferred
Lead Gen Through MA
Beyond web-to-lead forms
“Read”
Sales sells / Marketing Markets Increases effectives of both teams
Effective nurturing Convert leads to customers
Avoid Data Limits in SFDC Keep marketing data separate from sales data
Campaign Members
Remove need for manual updates Track behavior of multi-track campaigns
Increase effectiveness of campaigns Enabling sales to more effectively communicate with
leads based on behavior
Customer Story – Case Study
Campaign Member Status
SFDC Lead Changes from Lead to Hot Lead
MA can detect that change and trigger an event
New Campaign, lead alert, invitation for white paper,
event invite, etc.
SFDC Lead Changes from lead to Non Qualified
Remove them from a list, drop them into a longer
nurture, etc.
Bidirectional integration
Critical element of successful MA / SFDC marriage
Lead Status Change
Sales Control over Nurturing
Self-Service Integration w/ Salesforce
Lead Alerts: Email
Chatter
SMS
Contact Insight Activities
Communications
Sales Enablement
Salesforce.com Integration
Sales Visibility (Lead Activity)
Avoid conflicting information Salesperson entries
Buyers are Liars
Initial Data Cleanse Leverage MA to clean existing lists
De-Duping
“Send from Silverpop” Marketing creates uploads templates
Manually send mass emails
Triggered emails
Full Tracking and behavioral feedback View all activities in contact insight
Leveraging behavioral database for future
communications
Sales Emails
Nurturing / Scoring
Score leads
based on criteria
such as Budget,
Authority, Need
and Timeline
(BANT) and
demographics
like state,
company size,
revenue size, etc.
Programs – Mass Personalization
Send Email Offer
Read “Ebook” 2 days ago
(And) Did not register for Trial
Programs – Mass Personalization
Have they Downloaded?
Register for Trial = Yes
(and) No open Sales Opportunity
(and) Not already a customer
Programs – Mass Personalization
Helpful welcome to Trial Email
Programs – Mass Personalization
Have they Purchased?
Have Not Purchased
(and) Trial Expires in 5 days
(and) Only logged in one time
Programs – Mass Personalization
Enjoying Trial – Upgrade Full?
Have Not Purchased Full Version
(and) Frequent trial user
(and) Upsell Opportunity
Event triggered fulfillment Avoid manual process
Tracking of gifts When did it go out
Trigger follow up
Dynamically select gifts Based on past behaviors
Thank you Gifts
Create CRM task
Generate email For users with low adoption
For users with no SFDC license
Track back into Marketing DB
Telemarketing
Send-time-optimization Avoid time zone challenges
Drive higher opens and click through rates
Increase ROI
Avoid manual throttling
Inbox Preview Mobile, gmail, outlook, etc.
Know before you hit send
Bonus #11
Is it worth it?
• Increased No. of New Leads Generated
through existing demand gen activities
• Increased No. of qualified leads sent to
sales
• Improved Sales Close Rates
• Reduced Cost per Sale
400%
5x
2x
25%
Thank you for your time and attention.
Forest Yule
Fyule@silverpop.com
512-850-2946
Thank YOU!
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