#cnx14 - marketing and sales united with a common goal
DESCRIPTION
Today's marketing and sales professionals are part of the same team that shares a single mission: to enhance revenue, profit, and growth. You may already be familiar with the ExactTarget Marketing Cloud, but what happens to those high quality leads once they become an opportunity and eventually a customer? How can you work more closely with your sales teams to continuously improve your digital marketing programs? In this session you'll understand how Sales and Marketing can work together to drive down costs while increasing revenue by creating a holistic view of the marketing and sales funnel from the first digital touch in the customer journey to final sale and beyond!TRANSCRIPT
Track: Salesforce for Marketers
#CNX14
#CNX14
Marketing and Sales United With a Common Goal
Keri Brooke, Product Marketing – salesforce.com
Morgan Kazan, Senior Marketing Manager – DonorsChoose.org
Track: Salesforce for Marketers
#CNX14
The Future of Marketing is 1:1 Customer Journeys
Service
Apps
Analytics
Sales
Marketing
Community
Track: Salesforce for Marketers
#CNX14
Mobile Interactive
Experiences
Sell to Businesses
Market to Millions of Customers
Support all of Your Customers
B2B & B2C Customer Support
Salesforce 1 Customer Platform
Journey Builder for Connected Customers
Sales & Lead Management
Shared Customer Data
The Only Platform for 1:1 Customer JourneysAcross Sales, Service, and Marketing
Engage Every Customer
Sales & Lead Management
B2B & B2C Customer Support
Automated, Personalized
Journeys
Track: Salesforce for Marketers
#CNX14
#CNX14
Keri BrookeProduct Marketing, salesforce.com
Track: Salesforce for Marketers
#CNX14
Track: Salesforce for Marketers
#CNX14
123 billion emails are sent
every hour
How can you be sure they have the best
chance of making it to
the goal line?
Track: Salesforce for Marketers
#CNX14
Marketing and Sales Uniting In Common Goals
Track: Salesforce for Marketers
#CNX14
Restaurants.com Embraer
MARKETING
PARTNERS
SALES
The Marketing and Sales Mix Varies Between Industries
Track: Salesforce for Marketers
#CNX14
But What Is The Common Goal Between Marketing and Sales
Track: Salesforce for Marketers
#CNX14
of CMOs say that aligning and integrating
sales and marketing is a top priority for 2014
38%
CMO Council
Track: Salesforce for Marketers
#CNX14
Content : Click Through Rates : Leads Qualified Leads : Opportunities : Close Rates
Track: Salesforce for Marketers
#CNX14
Bridging The Gap With One Continuous Process
Content
Click Through Rates
Leads
Qualified Leads
Opportunities
Close Rates
Track: Salesforce for Marketers
#CNX14
Alignment
Math marketing / Sirius Decisions / MarketingProfs
Funnel Management
24% faster three-year revenue growth
36% higher customer retention rates
60% increase in follow-up within 24hrs
67% improvement in close rates
Track: Salesforce for Marketers
#CNX14
Bridging The Gap Makes Marketing More Successful
Funnel Analysis
Compelling Content
Understand Customers
MarketOpportunities
UnderstandPartners
UnderstandCompetitors
Joint Planning
?
Track: Salesforce for Marketers
#CNX14
Getting It Right
Blast
Profile Personal Behavior Interaction
0%
3%
4%
Engagement
2%
1%
1.1%CONVERSION RATE
2.8%CONVERSION RATE
3.9%CONVERSION RATE
5%
Track: Salesforce for Marketers
#CNX14
Funnel Analysis Drives ROI
Tracking customers back to digital programs
Sales can understand what is driving pipe
Real time updates to programs
Track: Salesforce for Marketers
#CNX14
Understanding customers = better content
Content can be driven by:
Customer stories
Support and service information
Orders
Pipe
Track: Salesforce for Marketers
#CNX14
Know The Customer
What is the order history
What is the case history
Driving Customer marketing
Track: Salesforce for Marketers
#CNX14
Opportunity Marketing
Customer stories
Previous orders
What makes up the pipe
Support information
Competitive advantages
Track: Salesforce for Marketers
#CNX14
Connecting To Your Customers Through Partners
Understanding the partner landscape
Driving pipeline
Creating communities
Track: Salesforce for Marketers
#CNX14
Making Planning Valuable
Collaborative planning
Full cost and revenue analysis
360 view of campaigns
Track: Salesforce for Marketers
#CNX14
Track: Salesforce for Marketers
#CNX14
#CNX14
Morgan KazanSenior Marketing Manager for DonorsChoose.org
Track: Salesforce for Marketers
#CNX14
Two Applications, One Business Process
Track: Salesforce for Marketers
#CNX14
Track: Salesforce for Marketers
#CNX14
Take the after-session survey!
Take the Survey in the Connections 2014 Mobile App
Join the Conversation!
#CNX14
$50StarbucksGift Card
Track: Salesforce for Marketers
#CNX14
Track: Salesforce for Marketers
#CNX14
Questions?
Track: Salesforce for Marketers
#CNX14
CUSTOMER JOURNEY SHOWCASE
MARKETING THOUGHT LEADERS
EMAIL MARKETING PRODUCT STRATEGY& ROADMAP
PERSONAL TRANSFORMATION
& GROWTH
SOCIAL MARKETING MOBILE & WEB MARKETING
DEVELOPERS HANDS-ON TRAINING
INDUSTRY TRENDSETTERS
CREATIVITY & INNOVATION
SALESFORCE FOR MARKETERS
ROUNDTABLES
Track: Salesforce for Marketers
#CNX14