The document discusses marketing techniques for the 21st century. It notes that the modern marketer must invest in web properties, search marketing, tailored messaging, landing pages, measurement, public relations using the web, and community engagement. Effective marketing now relies on an integrated approach across these online channels.

3. 3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Campaign Effectiveness 1:15pm Hands-On: The AppExchange for Marketers 2:30pm Getting the Most Out of Reporting and Dashboards 3:45pm Salesforce for Google AdWords: The Basics 9:00am Customer Satisfaction Surveys: Feedback Drives Success 10:15pm List Building and Email Marketing 11:30pm How Salesforce.com Uses Salesforce Marketing Today Tuesday Wednesday 11:30am Marketing in the Google Era

4. Marketing in the Google Era 7 Techniques for Effective Marketing in the 21 st Century Kraig Swensrud Salesforce Marketing salesforce.com, inc.

5. 20 th Century 21 st Century Marketing in the Era Relevancy Eyeballs Messaging Trackable Untrackable Measurement Inbound Outbound Demand Generation CPA CPM Pricing Marketing Platform Homepage The Internet Integrated Segmented Customer Experience Hours Weeks Feedback Cycles

8. Our World Today Salesforce Credit Cards Blogs Dinner Reservations Blackberry My Yahoo / RSS Google News and Events Investing Banking

10. If it’s a World, What Does that mean for Marketers?

12. Your Website is the Primary Marketing Vehicle Your Website

13. Invest in Your Web Properties 1

15. What’s Happening On Your Site?

16. What Percentage from Search?

18. Invest in Search Marketing 2

19. Search Engnie Marketing Paid Search Advertising. Your message reaches customers at the moment they demonstrate interest in what you sell Paid SEM Search Engine Optimization Increasing rank in the organic (unpaid) search engine results Organic SEO

20. Source: Marketing Sherpa www.marketingsherpa.com

21. Robots see metadata or descriptive elements of your page, like the title and keywords Robots follow links from your website to others and from others to you What the Googlebot Sees Robots do read header tags, image alt tags, etc Thet cannot see Flash of Breeze media Robots cannot see the text in your images

22. SEM Marketshare and Effectiveness ~80% ~15% >5%

24. Think Globally, Advertise Locally

25. Make Your Message Relevant 3

26. Build and Segment Your In-House List Live Presentation – September 17, 2007

27. Keep it Simple and Relevant Attention Grabbing Headline Additional benefits and detail in 1-2 short paragraphs Clear Offer Presented Call to action visibly draws attention Customer Testimonial Live Presentation – September 17, 2007

28. In House List Segmentation

29. “ Say Hello to the New Award-Winning Call Center Edition” ~20% open rate

30. ~ 5% click-through rate

31. ~40% conversion rate

32. Create Landing Pages for Each Program 4

33. Build the Bridge to Conversion No obvious call to action, lead in, or value proposition Too much information for a landing page, don’t lose me! No conversion activity or offer Too many options presented to the user

34. What’s Your Conversion Rate? Clear Benefit and/or value proposition Concise product information Short and obvious conversion activity Product and/or customer images Above the Fold at 1024 x 768

35. Web-to-Lead Form Creation

36. Building Your Conversion Funnel Integrated Marketing and Sales. Integrated Terminology. Impressions Web Traffic Lead Capture Qualified Leads Customers Pipeline 2% “click thrus” 5% “capture rate” 10% “qualifiation rate” 25% “conversion” 10% “pipe to close” Marketing Sales Marketing Telesales

37. Measure Everything. In Real-Time. 5

39. Never Stop Split Testing Optimize the Conversion Funnel A B

40. Never Stop Split Testing Optimize the Conversion Funnel “ Say Hello to the New Award-Winning Call Center Edition” ~20% open rate “ Demo the New Salesforce Call Center Edition” ~16% open rate A B

41. Never Stop Split Testing Optimize the Conversion Funnel A B

42. Example: Measuring Campaign Success

43. Use the Web for PR 6

44. From events… To releases… … every aspect of marketing should be keyword optimized

45. Blogging – The New PR Simple Authoring Tools Push Content to Your Site

46. The Power of RSS (Really Simple Syndication)

47. Build Your Base of Subscribers My Blog’s Feed

48. Googlebot Finds Blogs Too

49. The Interconnected Web

50. Engage Your Community 7

51. Engage the Community Blogs, Breeze, Podcasts, Lithium, YouTube

54. For More information… http://blogs.salesforce.com/adwords/ http://blogs.salesforce.com/marketing/ http://www.bloglines.com/public/kswensrud http://del.icio.us/kswensrud

55. 3:45pm Best Practices for Lead Management 5:00pm Your Website, The Hub of Marketing 11:15am Best Practices for Tracking Campaign Effectiveness 1:15pm Hands-On: The AppExchange for Marketers 2:30pm Getting the Most Out of Reporting and Dashboards 3:45pm Salesforce for Google AdWords: The Basics 9:00am Customer Satisfaction Surveys: Feedback Drives Success 10:15pm List Building and Email Marketing 11:30pm How Salesforce.com Uses Salesforce Today Tuesday Wednesday