How Salesforce can be Used to Manage Marketing Campaigns

1. How Salesforce.com Uses Salesforce to Manage Marketing Campaigns Marketing Professionals Ursula Ayrout: salesforce.com • Andy Scollan: salesforce.com

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3. Today’s Agenda 6 Campaign Best PracticesWe’ll share with you how we use Campaigns in marketing Lead Qualification ProcessHow we hand off leads to sales and how they follow up Campaign Spotlight: Customer LoyaltyCreating campaigns to drive customer success

4. How We Use Salesforce CRM for Marketing No Leaky Funnel + Complete Visibility = Integrated sales and marketing process

5. Campaign Example Lead/Contact Marketing Sales Banner Landing SEM Opportunity Qualification Email Campaign ID persists from start to finish.

6. 6 Campaign Best Practices Import Your Data Import Your Data Campaign Set- Up Build the bridge with Sales Use Dashboards Go beyond Campaigns Data Quality A/B Tests

7. Campaign Set Up

8. Use Required Fields

9. Use Workflows

10. Find a Good Campaign and Clone It

11. 2. We Use Dashboards

12. Example of Dashboard Hierarchy Functional Roll-up (vp) Regional Pipeline Regional roll-up by function Global roll-up by country All Clouds by function Product Roll-up (director) Sales Cloud Service Cloud Platform Cloud Collaboration Cloud Program Level (manager) • Responses by Campaign • Leads Generated • Leads Converted • Pipeline Created

13. Program Level Dashboard

14. Product Level Dashboard

15. Functional Dashboard

17. We Clone Our Dashboards to Save Time The system will copy over all information about the dashboard including the Running User, the folder in which is can be found, the layout style and all default chart settings

18. Tips for Creating Dashboards 1 Define marketing measures of success 2 Get agreement with your sales team on follow up SLA 3 Standardize campaign metrics and reporting 4 Understand your pipeline goals Define quality vs. quantity of leads 5

19. 3. Build the Bridge with Sales

20. We Provide Clear Follow-up Instructions Simple next steps Clear program owner

21. We provide sales teams with email templates

22. We Use Chatter to Communicate and to Receive Real-time Feedback

23. 4. A/B Tests

24. Real-World Example with Web Forms Free Trial on US Homepage Elements Tested: • Headline • Supporting content • CTA button color • Form layout • Legal Text

25. Supporting Content: Can You Guess the Winner? Variation 1: No content Variation 2 Variation 3 Variation 4 Empty

26. Supporting Content Yields 13% Lift Variation 1: No content Variation 2 Variation 3 Variation 4 +13% +13% +13% Empty

27. Layout: Can You Guess the Winner?

28. Placing Form to Left Yields 10% Lift +10%

29. Headline: Can You Guess the Winner? Headline 1: Control Headline 2 Headline 3

30. Headline: Control Won by +5% Headline 1: Control +5% Headline 2 Headline 3

31. Submit Button: Can You Guess the Winner?

32. Blue Button Yields 9% Lift

33. The Winner: 32% Lift Headline +0% Layout +10% Content +13% CTA color +9%

34. Dip Your Toes with A/B Testing http://whichtestwon.com/

35. 5. Data Quality

36. Clean Your Data Before It’s in Salesforce 2. Inbound de-duplication from our website 1. Block duplicate entry in Salesforce CRM before it happens Data Warehouse Existing Contact Sales Existing Lead Is there a match? New Lead

37. 6. Go Beyond Campaigns

38. Press Releases Management Status of press releases Type of releases Distribution reach

39. Awards Award Due Dates Submission status Salesforce.com history with the award Submission drafts

40. SalesforceInsights: Campaign Management Attention administrators: Prepare your organizations for great campaigns 5 steps to running your campaigns in Salesforce CRM www.salesforce.com/insights

41. Andy Scollan Director, Sales Representatives Salesforce.com Lead Qualification

42. Lead Qualification Process

43. Sales Reps – Who Are We? The Frontline and the Filter for Leads Sales Training Ground for Future AEs

44. 85-90% of Our Leads Come Through Our Web Site Remainder: 1-800-NO-SOFTWARE

45. Leads Distributed Through Round Robin Lead Router • East and West routers • Lead sprinkler distributes Leads equitably to reps • Avoid territory equity issues “Your territory is better than mine” • Manage campaigns more effectively

46. How Sales Lead Router works 1 Runs every 10 minutes using multiple scheduled Apex jobs Apex classes for schedule job actively queries the Time Off Request object (TOM) and the Out of Office SR object to determine which members of the public groups are on PTO 2 Every lead passing through the Sales Lead Router has an audit record created for it. This allows Managers to ensure leads are being evenly distributed, that leads are from queues are being assigned to the correct individuals, and that the SLR is performing as expected. 3

47. Lead Follow-up Process • 24 Hour Turn-Around policy • Lead Statuses: OpenWorkingArchived or Converted • Minimum of 2 Responses(E-Mail and Phone) prior to Archiving • Once Archived, the Lead continues to be touched through the House List drip campaign

48. SR Lead Conversion Criteria • A Lead should be converted once the following is confirmed: • There is an active, legitimate CRM evaluation and • Timeframe for decision is within 0-60 Days and • Decision Maker(s) have been identified and • Prospect is comfortable with salesforce.com pricing and • Prospect is interested in a Next Step w/ an AE • Price Quote • A Demo • References

49. - Notes automatically logged in Activity History - Apex Code

50. Accountability Credibility Visibility A Dashboard Driven Culture