making your life easier marketing for tech transfer october 30, 2013 shaun juncal marketing manager...
TRANSCRIPT
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Making Your Life EasierMarketing for Tech Transfer
October 30, 2013
Shaun JuncalMarketing ManagerUCSB Office of Technology & Industry Alliances
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Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
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Why Marketing Matters
• Generate real leads that lead to real licensing deals
• Strengthen your office’s brand on and off campus
• Create and nurture long-term relationships with industry
• Gage commercial interest in technologies through market analysis
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Marketing Results at UCSB
• 2 pending licenses generated by marketing
• Key relationships formed with major companies
• Stronger relationships with faculty and inventors
In the last 9 months UCSB has seen a 300% increase in NCD visits and a 200% increase in pageviews, more than any other UC campus.
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Marketing Results at UCSB
• Confidential technology evaluations by major companies resulting from marketing
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Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
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MailChimp
• Used for: Email marketing campaigns
• Benefits: Detailed stats on who is opening and engaging with your emails
• Cost: Free up to 2,000 subscribers
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How We Use MailChimp
• Create email marketing campaign for every new technology
– Targeted audience between 10-150
– Import contacts from categorized database
• Track user engagement and follow up
• Provide analytics reports to licensing officers
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MailChimp Analytics
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Benefits of Using MailChimp
• Simple email campaigns
• Robust statistics on user engagement
• Cloud-based
• Additional features: Newsletter templates, signup forms, Google Analytic integration
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Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
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Salesforce
• Used for: Customer relationship management (CRM) and “cradle to grave” tracking
• Benefits: Cloud-based, very flexible and easy to use
• Cost: $30/month per user (Enterprise Edition after Salesforce Foundation discount)
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Lead Generation at UCSB
Search Traffic LinksWhitepapers
Email Campaigns
3rd Party Tech Databases
UC NCDs Inbound Email/Phone
Newsletter
Inventor Pages
25%
3% 55%
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Tracking Leads in Salesforce
Understanding where leads are coming from allows marketing teams to make informed decisions and maximize efficiency.
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Tracking Opportunities in Salesforce
Track opportunities as they progress through set stages
Keep track of next steps and “ping dates”
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Benefits of Salesforce
• Flexible system for managing your potential licensee pipeline
• Salesforce Foundation offers a 72% discount for non-profits
• Quantify your office’s processes to better understand and optimize efficiency
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Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with Industry Contacts
• Content Marketing: Is It a Waste? No.
Creating and leveraging content to generate leads and strengthen your brand’s reputation.
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Content Marketing
• Used for: Increasing lead generation and guiding potential licensees to conversion
• Benefits: Increased credibility, industry outreach, etc
• Cost: Time
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How UCSB Uses Content Marketing
• Industry specific white papers
• TIA Blog
• Other content– Success Stories
– Portfolio descriptions
– NCDs (obviously)
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NCD TechListing Widget
• Partnered with faculty to add TechListing widget to research group web pages
• Pilot project – 5 researchers– Doubled NCD visits– Widgets account for 50% of
NCD traffic– Extremely well received by
faculty
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Successes with Content Marketing
• Leads generated at major companies through gated white papers (no previous relationship)
Fortune 1000 Fortune 500
$133 million annual revenue
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Summary
• Marketing is good
• Consider MailChimp if you do email marketing
• Salesforce helps track and manage relationships
• Content can strengthen your marketing efforts
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Get InvolvedGo to:
http://tia.ucsb.edu/ipm
Download SlidesComment
See Lead Generation in Action!
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Thank You!
Shaun [email protected] | 805-893-2073http://tia.ucsb.edu | @ucsbtech
http://tia.ucsb.edu/ipm
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More MailChimp Benefits
Google Analytics integration
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Other Salesforce Features
• Marketing automation
– Automatically send emails based on a user action or status (ex. Follow up after someone downloads a whitepaper)
– Customize and automate any communication
• Robust and customizable reporting
• Cloud-based collaboration and storage