market like salesforce.com: best practices and tools for partners
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Market Like Salesforce.com: Best
Practices and Tools for Partners
Heather Margolis: Kadient Inc.
Monica Norton: saleforce.com
Shinn Chen: saleforce.com
Erica Kuhl: saleforce.com
Developers
How Can you Market Like Salesforce.com?
Online Presence
Memorable Message
The Right Relationships
Social Media Strategy
You the Consumer
Be Where They Want, When They Want
Exponential Growth of your Message
Exponential Growth of your Message
Social
MediaMarketing
Email Portal Newsletter Webinars Events
How Does Social Media Fit?
Another Tool in the Arsenal
Brand Yourself Online
Branding yourself or your Company Online
SFDC
San Francisco Design Center
Get Found!
Search Engine Optimization
On-Page SEO
Keywords
Off-Page SEO
Inbound links
Are your Keywords Attainable?
On Page SEO
Off-Page SEO – Inbound Links
• Publish compelling content often
• Be relevant, timely and valuable
• Submit to Directories:
• ZoomInfo
• AboutUs.org
• Business.com
• Yelp
• Google Maps
• Reach out to:
• Partners
• Vendors
• Clients
AT&T Proprietary (c)2010 AT&T Intellectual Property. All Rights Reserved. Not to be disclosed or distributed outside of Solution Providers or AT&T and any of its companies without written permission
Anchor Text Makes a Difference
18
Case A
To visit Salesforce.com, the leader in
customer relationship management, click
here.
Case B
Please visit Salesforce.com the leader in
customer relationship management.
Case C
Please visit Salesforce.com, the leader in
customer relationship management.
Blogging
Why Blog?
Promote your Platforms
Promote ALL of your platforms!
Aloha: A new style of
marketing communication
Monica Norton
Web Managing Editor
What’s Aloha?
Goal: Easy to understand, memorable messages
Why Aloha?
For our brand: We’re different from everyone else: Let it show
For our customers: Because people shouldn’t have to think so hard
to get us
For ourselves: It’s more fun to be involved with clever ideas, copy
and designs
Be conversational• Write the way people talk
• Read your text out loud
– Did you stumble?
– Are you lost?
– Are you out of breath?
– Do you sound like a hack?
Five Tips for Better Marketing Copy
EXAMPLES:
1. Traditional, on-premises software is prohibitively costly.
Traditional software costs way too much.
2. We create cloud computing solutions that drive bottom-line results.
We help make your business more profitable.
1
Be direct• Say what you mean (and mean what you say)
• Use plain English
• Use active voice
Five Tips for Better Marketing Copy
2
EXAMPLES:
1. Salesforce was implemented in three months across Travelex divisions on five continents.
Travelex implemented Salesforce across five continents in three months.
2. Real-time CRM analysis provides maximum business visibility.
Understand everything that’s happening in your business—right now.
3. Force.com empowers you to create rich applications in a matter of clicks.
You can create rich applications in a matter of clicks with Force.com.
Five Tips for Better Marketing Copy
EXAMPLE:
1. With Salesforce CRM’s lead management tools you can track prospect inquiries and
seamlessly route qualified business leads to the right people so reps get instant access to
the latest sales prospects and leads are never dropped or lost.
With Salesforce, you can organize and track your leads and deliver them instantly to the
appropriate salespeople. That black hole that swallows leads is gone forever.
Be concise• Use as few words as possible
• One idea per sentence
3
Never forget…
People don’t have to read our copy.
We have to make them want to.
Five Tips for Better Marketing Copy
4
5
Step away for a day…or at least an hour
Read Made to Stick
Rethinking the “R”
in your CRM Marketing
Shinn Chen
Sr. Marketing Manager
Recap of last year’s main points
Conformity can be a good thing
Don’t reinvent the wheel
When in doubt… test
Email Relationships
Email Marketing
What do you want out of a relationship?
Awareness RetentionAcquisition
Casual Dating MarriageRelationship
What’s your type?
Short or Tall PC or MacBlonde or Brunette
Influencer or End User IT or SalesExecutive or Manager
You’ve made a connection, now what?
Hi! Remember me?
No 3 day rule
Send a welcome message immediately
Remind me how we met?
Confirm how you acquired the address
Add me to your speed dial
Ensure future deliverability
Let them know what to expect
Longer buying cycle = longer warm up period
Promote safety and privacy
Explain privacy & data management policies
3
Tell me about yourself
Are you a dog or cat person?
HTML or text
Mobile or desktop
Mail client or internet browser
How do I know if they’re lying to me?
Integrate web analytics data
Provide more than 1 call-to-action
Create profiles
You should meet my friends
Newsletters
Community sites
Company blogs
Social media channels
Partners
It’s not you, it’s me
Am I getting anything out of this?
Calculate your costs and ROI
I can change for you!
Reduce contact frequency
Offer a promotion
You have my number, call me.
Communication preference center
Re-subscribe method
Let’s go build some relationships!
5 Tips for Setting Your Social
Media Strategy
Erica Kuhl
Community Manager
#1 Start by Listening
Volume by Hour?
Broad Topics?
Actionable?
Bucket Your Tweets
60 News…People re-tweeting news articles
18 Heros…Completed training, starting a project, drank the kool-aid
16 Argh…Frustration over product gaps, support challenges
9 Sales…Pricing questions, switching vendors, comparing vendors
7 Ideas…Promoting an idea on the IdeaExchange
5 Partners…Looking for consultants, asking about partner apps
4 Help…Asking product questions, often times challenging ones
#2 Understand Your Audience
Questions you might ask yourself
• What is their relationship with your company?
• Who do they trust for information?
• What watering holes to they frequently use?
• What motivates them to post and participate?
• What do they like to talk about?
#3 Know Your Channels
Answers
Blogs
Guides
Knowledge
Conversations On
Your Site
User Groups
Ideas
YouTube
Your Channels
On Other Sites
Slideshare
Flickr
Forums
Partner Sites
Blogs
Other Conversations
On the Web
YouTube
Flickr
Conversations on Your Site
Often times your biggest community
Greatest control over the user experience
Tight integration with CRM
– Monitoring, mapping, management,
measurement
Breeding ground for brand evangelists
Your Channels on Other Sites
Meeting people where they live – grow your
presence on 3rd party sites
Create great content for people to share
with their networks
Measuring the success of your programs
on Salesforce dashboards
Conversations on Other Sites
Listening platforms like Radian6,
ScoutLabs, Co-Tweet
Pull conversations into your CRM
application
Create workflow to distill intelligence and
engage where appropriate
#4 Define Your Goals
Decrease Costs
Improve Customer Satisfaction
Grow Revenue
How social media can cut costs, increase
revenue, or drive customer satisfaction
May be different for each segment of your
business
Could be softer metrics like listen,
support, energize, and embrace
#5 Define the Roles & Join the Conversation
People run your community
Social Media Strategist is the one who
has overall responsibility for the
Community manager, responsible for
engaging users and serving as the voice
of the company
Timely responses, data quality, recognize
top behavior, escalate as needed
How It All Comes Together
Market Like Salesforce.com: Best
Practices and Tools for Partners
Questions?
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