how to use crm data to maximize paid search

How to use CRM

www.salesforce.com/cn#SES上海会上海会上海会上海会议议议议#

How to use CRM data to Maximize

Paid SearchPaid Search.

Mark VozzoSenior Search Manager, APACTwitter: @markvozzoEmail: mvozzo@salesforce.com

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About Me

Mark Vozzo

� Mum is Chinese, Dad is from Italy

and I was born in Australiaand I was born in Australia

� +10 yrs in Digital Marketing

Fairfax MediaSearch Marketing Analyst

(2 yrs)

MicrosoftOnline Analytics Manager

(2.5 yrs)

SalesforceSearch Manager, APAC

(18 mths)

3

(2 yrs) (2.5 yrs) (18 mths)

Our Mission: Cloud Computing Driver & Evangelist

EnterpriseCloud Computing

1960sMainframe

1980sClient/Server

TodayMainframe Client/Server

Today

4

$3 BillionAnnual revenue

run rate for FY13

100,000+Customers

First Cloud Company to Exceed $2.3 Billion Annual Run Rate

#1World’s Most

Innovative Companiesrun rate for FY13 Innovative Companies

5

Salesforce.com is so much more than just CRM…

Social Enterprise platform

6

For more information:

www.salesforce.com/cn

CRM is just a small part of what we offer

our customers.

Topic: How to use CRM data to maximize Paid Search

11

22

33

The Business challenge we needed to overcome

About our Paid Search Program

Step-by-Step: How we bridge the gap

How we optimize our SEM Programs using

Sales data in our CRM

7

44

The Business Challenge…

When sales are a blame game starts…

� Marketing blames Sales for not closing deals.

� Sales blames Marketing for not driving

enough quality leads.

8

enough quality leads.

The Business Challenge…

Marketing SalesKPIs (SEM)Ad Spend ($)CPCTraffic (Visits/Bounce Rate)Form Competes (Leads)

Sales KPIsOpportunities

Pipeline TargetsDeal Size/Revenue ($)

Customer Contact History

Marketing Sales

9

DATA STORED ONLINEBaidu / Google AdwordsWeb Analytics Tools

DATA STOREDContact Lists

Excel/Word Docs

* Image Source

Are there benefits to Are there benefits to bridging the gap?

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Mar

ketin

gAA BB

Cost per Week: $10,000Conv. (Leads) per Week: 200

Avg. Cost per Lead: $50

Mar

ketin

g

Cost per Week: $5,000Conv. (Leads) per Week: 500

Avg. Cost per Lead: $10

11

Mar

ketin

gAA BB

Cost per Week: $10,000Conv. (Leads) per Week: 200

Avg. Cost per Lead: $50

Mar

ketin

g

Cost per Week: $5,000Conv. (Leads) per Week: 500

Avg. Cost per Lead: $10

# of True Conversions

(Opportunities): 40

Weekly Revenue:$100,000

# of True Conversions

(Opportunities): 0

Weekly Revenue:$0

Sal

es

12

About our Paid Search Program at

Salesforce.comSalesforce.com

13

About our Paid Search Program

� B2B: We sell to Small Business up to Large Global Enterprises

� Offline Sales Model: Sales Reps call customers to convert

� Varied Sales Cycles: E.g. Days for SMB, Months for Enterprises

� Multiple Countries: Australia, NZ, India, Singapore & China

� Large Keyword Set: +30,000

� Multiple Target Markets

� Many Different Offers:

– Demo Video

– 30 Day Free Trial

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– 30 Day Free Trial

– Contact Me

– Ebooks/Whitepaper

� Promote many different Products and Solutions:

- CRM, Service, Collaboration, Social Media Monitoring, Social Enterprise…

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16

We always drive all SEM to a dedicated landing page. 17

Q. How can I tell if SEM is helping Sales?

18

Have Marketing Answer: Have Marketing and Sales data all in one

place

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Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step 1: Set Up Offline Conversion Tracking

� Every keyword is it’s own Campaign in Salesforcewith a unique tracking driver ID

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� The unique tracking ID is appended to the destination URLs

Step 1: Set Up Offline Conversion Tracking

Everything I need to know about this Keyword is stored in this “Campaign” record

� Country (Geo-Target)

� Engine (Google/Baidu)

� Match Type

� Product I’m Promoting

� Google Campaign Name� Google Campaign Name

� Keyword

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Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step 2: Send SEM Campaign info with the Lead

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� Use hidden fields in your forms to capture the unique tracking ID

� Upon “Submit”, push tracking ID into the CRM system with the lead information

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step 3: Sales Reps can review Prospects

Marketing Activities & Interests prior to calling

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Step 3: Sales Reps can review Prospects

Marketing Activities & Interests prior to calling17 Jan –

CME Demo

9 Jan –Free Trial Signup

8 Jan –Google Search“Salesforce.com.au”

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15 Jan –Automated Email Touch (Step 1)

� Sales Rep have access to all the campaign touches. This provides them

with background information to help them sell more effectively.

Step 3: Sales Reps can keep track of all

conversations with the lead

17 Jan –

Phone Chat

2 Mar –Left a Voice Mail

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10 Jan –Email Follow-Up� When a Sales Rep leaves, the new replacement can pick up immediately

where he/she left off.

Step 3: Sales Reps can see Campaign

information and what are the best “Next Steps”

What

Keyword?

What What Landing Page?

Which Video?

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What Product, WhatPitch?

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step 4: Campaign Costs and Revenue data - all on one

screen.

$ Budget

SEM Cost

Mar

ketin

g

SEM Cost

Number of Deals

Mar

ketin

g

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Deals

$ Revenue from this

campaign

Sal

es

Step 4: Centralized Reports & Dashboards

� Track performance through dashboards in Realtime

� Build reports to determine � Build reports to determine best performing keywords

� Determine which …

– channels deliver the best return

– products are more profitable

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profitable

– segments deliver the most revenue

Step 4: SEM Conversion Funnel Report

Mar

ketin

gM

arke

ting

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Sal

es

* Sample Data

Step-by-Step: 5 Steps to Bridging the Gap

1. Setup Tracking

2. Send Campaign Information with the Lead2. Send Campaign Information with the Lead

3. Arm Sales Reps for Success

4. Centralized Reporting and Dashboards

5. Automate and Optimize

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Step 5: Automate & Optimize Conversions

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37For more info: www.marinsoftware.com

+ “CRM” Keywords + Demo Offer

Step 5: Automate & Optimize Conversions

Move SEM spend to campaigns that perform better

AA

BB10K 500KCost Revenue

10K 1MCost Revenue

+ “Brand” Keywords + Demo Offer

BB

CC

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10K 200KCost Revenue

+ “Social” Keywords + eBook Offer

CC

+ “CRM” Keywords + Demo Offer

Step 5: Automate & Optimize Conversions

Move SEM spend to campaigns that perform better

AA

BB10K 500KCost Revenue

10K 1MCost Revenue

+ “Brand” Keywords + Demo Offer

BB

CC

39

10K 200KCost Revenue

+ “Social” Keywords + eBook Offer

CC

+ “CRM” Keywords + Demo Offer

Step 5: Automate & Optimize Conversions

Move SEM spend to campaigns that perform better

AA

BB10K 7K 500K 400KCost Revenue

10K 19K 1M 2MCost Revenue

+ “Brand” Keywords + Demo Offer

BB

CC

40

10K 4K 200K 100KCost Revenue

+ “Social” Keywords + eBook Offer In this Example: +$1M

additional revenue achieved by moving $9K from poor performing SEM campaigns to the high performer.

CC

Marketing and Sales data coming together…CRM bridges the gap

between Marketing and Sales.

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Do you need Do you need help

implementing CRM?implementing CRM?

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Engage with a Salesforce Partner to help bridge the Gap

Partner: Frensworkz

Contact: Eryan Yu (Sales Director)

Tel: +86 18621035820

E-mail: eryan.yu@frensworkz.com

Website: www.frenswrokz.com

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Website: www.frenswrokz.com

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Any Questions?

Mark Vozzo

Email: mvozzo@salesforce.comEmail: mvozzo@salesforce.com

LinkedIn: linkedin.com/in/markvozzo

Twitter: @markvozzo

Download Slides:

45

Download Slides:

http://bit.ly/ses-vozzo

Reference

46

Marin Salesforce Connector

Contact:

Nick GillAPAC Account Mgr.APAC Account Mgr.Marin Software

+61 416 558 812nick.gill@marinsoftware.com

47For more info: www.marinsoftware.com