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Top 10 things to Automate How can Marketing Automation Extend the Value of Salesforce.com?

DF2UFL 2012: Top 10 Things to Automate

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Page 1: DF2UFL 2012: Top 10 Things to Automate

Top 10 things to Automate How can Marketing Automation

Extend the Value of

Salesforce.com?

Page 2: DF2UFL 2012: Top 10 Things to Automate

Silverpop

Forest Yule

Page 3: DF2UFL 2012: Top 10 Things to Automate

Presenter

Forest Yule Global Alliances Manager Silverpop

Page 4: DF2UFL 2012: Top 10 Things to Automate
Page 5: DF2UFL 2012: Top 10 Things to Automate
Page 6: DF2UFL 2012: Top 10 Things to Automate

Art vs. Science

Page 7: DF2UFL 2012: Top 10 Things to Automate

Art meets Science

Page 8: DF2UFL 2012: Top 10 Things to Automate

Native vs. Third Party

Page 9: DF2UFL 2012: Top 10 Things to Automate

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

Page 10: DF2UFL 2012: Top 10 Things to Automate

• Triggered Emails • Multi Step Programs • Score and Rank • Direct Mail • Web Content • Alerts

Call Center CRM System Sales Rep

Behavior Automation Outputs

Page 11: DF2UFL 2012: Top 10 Things to Automate

Lead Generation with SFDC

Page 12: DF2UFL 2012: Top 10 Things to Automate

Holy Smokes!

Page 13: DF2UFL 2012: Top 10 Things to Automate

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”

Page 14: DF2UFL 2012: Top 10 Things to Automate

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

Page 15: DF2UFL 2012: Top 10 Things to Automate

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

Page 16: DF2UFL 2012: Top 10 Things to Automate

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

Page 17: DF2UFL 2012: Top 10 Things to Automate

Sales Control over Nurturing

Page 18: DF2UFL 2012: Top 10 Things to Automate

Self-Service Integration w/ Salesforce

Page 19: DF2UFL 2012: Top 10 Things to Automate

Lead Alerts: Email

Chatter

SMS

Contact Insight Activities

Communications

Sales Enablement

Page 20: DF2UFL 2012: Top 10 Things to Automate

Salesforce.com Integration

Page 21: DF2UFL 2012: Top 10 Things to Automate

Sales Visibility (Lead Activity)

Page 22: DF2UFL 2012: Top 10 Things to Automate

Avoid conflicting information Salesperson entries

Buyers are Liars

Initial Data Cleanse Leverage MA to clean existing lists

De-Duping

Page 23: DF2UFL 2012: Top 10 Things to Automate

“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

Page 24: DF2UFL 2012: Top 10 Things to Automate

Nurturing / Scoring

Score leads

based on criteria

such as Budget,

Authority, Need

and Timeline

(BANT) and

demographics

like state,

company size,

revenue size, etc.

Page 25: DF2UFL 2012: Top 10 Things to Automate

Programs – Mass Personalization

Send Email Offer

Read “Ebook” 2 days ago

(And) Did not register for Trial

Page 26: DF2UFL 2012: Top 10 Things to Automate

Programs – Mass Personalization

Have they Downloaded?

Register for Trial = Yes

(and) No open Sales Opportunity

(and) Not already a customer

Page 27: DF2UFL 2012: Top 10 Things to Automate

Programs – Mass Personalization

Helpful welcome to Trial Email

Page 28: DF2UFL 2012: Top 10 Things to Automate

Programs – Mass Personalization

Have they Purchased?

Have Not Purchased

(and) Trial Expires in 5 days

(and) Only logged in one time

Page 29: DF2UFL 2012: Top 10 Things to Automate

Programs – Mass Personalization

Enjoying Trial – Upgrade Full?

Have Not Purchased Full Version

(and) Frequent trial user

(and) Upsell Opportunity

Page 30: DF2UFL 2012: Top 10 Things to Automate

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

Page 31: DF2UFL 2012: Top 10 Things to Automate

Create CRM task

Generate email For users with low adoption

For users with no SFDC license

Track back into Marketing DB

Telemarketing

Page 32: DF2UFL 2012: Top 10 Things to Automate

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

Page 33: DF2UFL 2012: Top 10 Things to Automate

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%

Page 34: DF2UFL 2012: Top 10 Things to Automate

Thank you for your time and attention.

Forest Yule

[email protected]

512-850-2946

Page 35: DF2UFL 2012: Top 10 Things to Automate

Thank YOU!