M B F010 Plotczyk 091907

How Salesforce.com Uses Salesforce Erica Kuhl Sr. Manager, AppExchange Marketing Programs Elizabeth Smyth Sr. Manager, EMEA Marketing Track: Marketing I and II

Safe Harbor Statement ,[object Object],[object Object],[object Object]

ERICA KUHL Sr. Manager, AppExchange Marketing Programs [email_address]

The 5 W’s ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Dreamforce Stats ,[object Object],[object Object],[object Object],[object Object],[object Object],BIG, COMPLEX CONFERENCE

Key Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

The Solution: EventForce ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Results: EventForce ,[object Object],[object Object],[object Object],[object Object],[object Object]

Imagine it. Learn it. Use it. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Available now on the AppExchange! ,[object Object],[object Object]

LIZ SMYTH Sr. Manager, EMEA Marketing [email_address]

The 5 W’s ,[object Object],[object Object],[object Object],[object Object],[object Object]

What are we going to cover? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],EMEA Marketing The Challenge

[object Object],[object Object],[object Object],[object Object],EMEA Marketing Lead Generation

Inside Opportunities Field Opportunities Lead Capture Lead Qualify Salesforce.com Website Events EMEA Marketing Our Programs x5 Phone Search Engine PR/Events Email

Maximizing Campaigns Campaigns are CORE to Tracking Marketing Effectiveness Closed business ties back to leads Leads tie to marketing campaigns

Maximizing Campaigns Campaigns Record Types Record types allow you to associate different business processes and subsets of picklist values to different users based on their user profile. Any promos on corporate website (demo center) Web Promotions Description Record Type Name Campaigns that do not fit in other categories (sales campaigns, internal company programs) Generic Campaign When customers or prospects express interest in a specific area (product, education, services, etc) Opt-in Campaign Keyword buys on search engines (google, yahoo) Search Engine Marketing Any salesforce.com event (city tour, user conference, etc) or 3 rd party event (trade show, partner conference) Marketing Events & Webinars Email drop to customers, prospects or 3 rd party lists Email Marketing

Maximizing Campaigns Naming Conventions ,[object Object],[object Object],[object Object],[Region] - [Date] - [Internet Search] - [Search Engine] - [Adgroup] – [Product Focus] EMEA – FY08Q3 - Internet Search – Google – Call Center - SSS Search Engine Marketing [Region] - [Date] - [Program] – [Audience] – [City] – [Driver Name] EMEA – FY08Q3 - City Tours – Customers – Brussels – Email – 1 Week Left Events & Webinars [Region] - [Date] - [Email] – [Language] – [Campaign] – [Audience] EMEA – FY08Q3 - Email – FR – Gartner SFA – House List Email Marketing [Region] - [Date] - [Vehicle] – [Site] - [Vehicle- Granular] – [Campaign] EMEA – FY08Q3 - Web promo – SFDC – Login Page Primary – Gartner Web Promotions

Maximizing Campaigns Tracking the Right Data at the Right Place ,[object Object],Program Campaign (Lead Source) CAMPAIGNS Lead Source copied over from program campaign LEADS Lead Source and Campaign carried forward OPPORTUNITIES Tip: Define your lead source values so they tie back to budget dollars

Maximizing Campaigns Section on Campaigns for Sales “Next Steps” ,[object Object]

Maximizing Campaigns Marketing Created Templates for Sales

Maximizing Campaigns Top Five Reasons to Create Sales Templates ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],5 4 3 2 1

Tracking and Reporting – Prove your Value! Measuring Campaign Success

Tracking and Reporting Examples of Reports ,[object Object],[object Object],[object Object],[object Object],[object Object],134,000 1,000 4,000 34,000 1,300 13,400 300 10,000 1,000 199,000 30% 1000% -29% 45% 124% 35% 22% 98% 36% 71%

Tracking and Reporting – Prove your value! Example Dashboard METRIC snapshot of key metrics COMPARE performance v. target REPORT campaign revenue generated GROUP responses by tactic TREND data shows impact LIST top performing campaigns

What did we cover? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Session Feedback Let us know how we’re doing! ,[object Object],[object Object],[object Object],[object Object],[object Object],We strive to improve, t hank you for filling out our survey. ,[object Object],[object Object]

ERICA KUHL Sr. Manager, AppExchange Marketing Programs LIZ SMYTH Sr. Manager, EMEA Marketing QUESTION & ANSWER SESSION ANDREA WILDT Senior Product Manager, Marketing Applications SCOTT KEANE Sr. Director, Marketing Operations JULIAN LEONG Director, Global Search Engine Marketing

M B F010 Plotczyk 091907

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M B F010 Plotczyk 091907