This document discusses the importance of marketing for technology transfer offices and describes some of the tools used by UCSB's Office of Technology and Industry Alliances. It recommends using MailChimp for email marketing campaigns to generate leads and Salesforce for relationship management and tracking opportunities. Content marketing through white papers and other content is also described as an effective way to build credibility and generate leads. Specific results for UCSB include new licensing deals and relationships formed with major companies through their marketing efforts.

1. Making Your Life Easier
Marketing for Tech Transfer
Shaun Juncal
Marketing Manager
UCSB Office of Technology & Industry Alliances
October 30, 2013

2. Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with
Industry Contacts
• Content Marketing: Is It a Waste? No.

3. 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

4. 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.

5. Marketing Results at UCSB
• Confidential technology evaluations by major
companies resulting from marketing

6. Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing
Leads
• Salesforce: Managing Relationships with
Industry Contacts
• Content Marketing: Is It a Waste? No.

7. 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

8. 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

9. MailChimp Analytics

10. Benefits of Using MailChimp
• Simple email campaigns
• Robust statistics on user engagement
• Cloud-based
• Additional features: Newsletter templates,
signup forms, Google Analytic integration

11. Outline
• Why Marketing Matters
• MailChimp: Turning Emails into Licensing Leads
• Salesforce: Managing Relationships with
Industry Contacts
• Content Marketing: Is It a Waste? No.

12. 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)

13. Lead Generation at UCSB
25%
Search Traffic
Whitepapers
3rd Party Tech Databases
Newsletter
3%
Email Campaigns
UC NCDs
Links
Inventor Pages
Inbound Email/Phone
55%

14. Tracking Leads in Salesforce
Understanding
where leads are
coming from allows
marketing teams to
make informed
decisions and
maximize efficiency.

15. Tracking Opportunities in Salesforce
Track opportunities
as they progress
through set stages
Keep track of
next steps and
“ping dates”

16. 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

17. 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.

18. Content Marketing
• Used for: Increasing lead generation and
guiding potential licensees to conversion
• Benefits: Increased credibility, industry
outreach, etc
• Cost: Time

19. How UCSB Uses Content Marketing
• Industry specific white papers
• TIA Blog
• Other content
– Success Stories
– Portfolio descriptions
– Twitter
– NCDs (obviously)

20. 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

21. Successes with Content Marketing
• Leads generated at major companies through
gated white papers (no previous relationship)
Fortune 500
Fortune 1000
$133 million annual revenue

22. Summary
• Marketing is good
• Consider MailChimp if you do email marketing
• Salesforce helps track and manage relationships
• Content can strengthen your marketing efforts

23. Get Involved
Go to:
http://tia.ucsb.edu/ipm
Download Slides
Comment
See Lead Generation in Action!

24. Thank You!
http://tia.ucsb.edu/ipm
Shaun Juncal
juncal@tia.ucsb.edu | 805-893-2073
http://tia.ucsb.edu | @ucsbtech

25. More MailChimp Benefits
Google Analytics integration

26. 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