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Overcoming Top 3 SMB Challenges with Marketing Automation
Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, 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.
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Sangram Vajre Marketing Director @SangramVajre
Pardot: Salesforce for B2B Marketers
Follow up on the best leads faster
Give reps their own automated marketer
Engage Sales earlier into buying process
Integrate with Salesforce CRM data
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Adam Waid Marketing Director @AdamWaid
Design/Theming ● Usability Testing
● Responsive Design
● Drupal Theming
● Annotated Wireframes
Development ● Drupal Support
● Custom Module Development
● Large Scale Systems Integration
● Security & Performance Expertise
We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need.
Digital Strategy ● Content Strategy
● Content Generation
● Result Metrics
● Marketing Automation Integration
Our Customers Highly impactful Drupal websites that get results for businesses.
Our Experience
• Chair for the Marketing Automation group within AiMA
• Wrote only Marketing & Drupal eBook • Featured in “Marketing
Automation for Dummies” • Organize a monthly Marketing
Automation meet-ups • Maintain most MA Drupal modules • 30+ MA resources on Mediacurrent.com
Featured in
● More work, less people
● More data, less gut feeling
● More leads, more pipeline
Agenda
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Less People More Work
Marketers are expected to do more.
B2B marketers use, on average, 13 different channels every day to reach their audience, every day ….compared to the era of Don Draper that just had three ways - TV, Radio, and Newspaper
Source: MediaBistro, CMO.com
Do you feel like this?
Lead Generator
Content Creator
Analyst
Cheerleader
Fake Smile
Demand Gen
Strategist Social Media Manager
Daily Priorities
Before Marketing Automation
Solution? Process. Process. Process
New Hire Process
Content Strategy
Lead Management
Teammate Requirements ● Inquisitive & Analytical ● Adaptable ● Sense of Urgency
Onboarding Process ● Interview Questions/Writing Sample ● 30, 60, 90 day goals ● Team Mission Statement
Content Strategy & Buyer Personas
Sam The Sales Guy Pain point: Revenue Key goal: Pipeline Key terms: Prospect Activities alerts, Speed-to- lead
MeganThe Marketing Gal Pain point: Credibility Key goal: Alignment Key terms: Nurturing, ROI reporting
Conversion
Social
SEO
Events
Web Visits
Pardot profile
created Nurture
Assign to
Sales
Sales Follow-up(48 hours)
Nurture list(-100)
Sales Process Begins
Salesforce: “working”
100 points
Lead Management
After Marketing Automation
● More time spent on strategic direction
● Lead generating strategies ● Effective Sales Process
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More Data Less Gut
What story does these stat tell?
88% of B2B CMOs say their C-suite peers turn to them more often for data and insight needed to strategize and plan 78% agreed that marketing’s influence on corporate strategy is greater today than it was just two years ago
Source: Forrester Research
Old Marketing Vs. New Marketing
Fragmented reporting
Before
Are visitors getting to the right places?
Are they converting?
Campaigns yielding most qualified leads?
A/B Testing
4%
Vertical Specific
15%
Velocity Visitor to Prospect
17.5 Days
Prospect to Lead 1.2 months
Lead to Opportunity
10.1 Days
Opportunity to Client 1.5 months
Pipeline After
Marketing/Sales Dashboard
After
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More Leads More Pipeline
5 rapid fire tips to drive leads and pipeline
● Grow Your Email Database ● Help Your Sales Team Sell Smarter ● Provide Relevant CTAs (not just any CTA) ● Share A “true” Customer Story ● Create 1:1 Journeys Based On Buyer Persona
On every form
40% increase in email subscribers
On Our Blog
Tip 1: Grow Your Email Database
Tip 2: Help Your Sales Team Sell Smarter
78% Avg. OR and 39% Avg. CTR 87% Avg. Video Engagement
Tip 3: Provide Relevant CTAs
CTA’s on all blogs
150% growth in content conversions
● 1 gated content/month ● 2-3 blogs per week ● Use freelance writers ● Dynamic/Relevant
Tip 4: Share A “true” Customer Story
A deal closed in 30 days
Tip 5: Create 1-1 Journey
1 2 3
1 2 3
After ● 53% increase in organic searching
resulting in more whitepaper and eBook downloads
● 40% increase in our regular e-mail subscribers
● 23% increase in leads assigned to the sales team
● 129% year-over-year growth in content conversions
● Closing on 55% of our viable leads
So, what’s the good news for SMB?
The highest paying marketing jobs are in B2B.
Souce: Glassdoor.com
So, what’s the good news for SMB?
The highest paying marketing jobs are in B2B.
Souce: Glassdoor.com
PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION
Attend the Pardot Keynote for your chance to win
a Precor Treadmill.
Wednesday, October 15 12:30 – 1:30 PM
Marriott Marquis Yerba Buena Salon 9
Use to introduce a
demo, video, Q&A, etc.
Small & Medium Business Keynote: Scale, Connect and Grow with Salesforce
Wednesday, October 15th @ 2:00 p.m.
Moscone West, 3rd Floor
Attend to win 1 of 5 GoPros
First 50 attendees receive signed
“The Big Picture”