Basecamp Stockholm 2019.

1. How Salesforce is Using Salesforce for
Driving Demand
B2B Marketing that Sales Teams Love
uolsson@salesforce.com
Ulrika Olsson

2. Forward-Looking Statement
This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions
proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements
other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or
other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or
upgraded services or technology developments and customer contracts or use of our services.
The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products
and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting,
breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we
operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful
customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential
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3. Automation + AI + team alignment, key for higher inbound marketing ROI
Streamlined lead management to ensure fast engagement
De-duping Fast-engagement Amplified info
with Linkedin
integration
Consistent
persistence
Pre-qualificationLead creation,
Einstein scoring
& routing
AE discovery
& closing
Marketing Sales development Sales
IN OUT

4. Online marketing at Salesforce
Digital
strategy
Lead
generation
Lead
management
Key set of
metrics
Recipe for success – alignment & tracking using one platform

5. We build connected journeys across digital platforms
Tailoring the experience is the key to maximize conversions
Creating personalized campaigns that
have high engagement
Driving partnership with my
sales team
Show my boss that marketing is
making an impact on our business
Find & nurture leads Close more deals Maximize marketing ROI
Website strategy
Acquire traffic &
increase conversion
Email marketing
From ‘batch & blast’ to
prospect journeys
Search marketing
Focus on paid & organic
Online advertising
Extending the prospect
journey across the Web
Retargeting
Advertising targeted to
consumers based on their
previous interactions

6. • Trials
• Product demos
• Direct interactions with sales development
Our website is at the core of customer decision journeys
Content strategy is key to creating these journeys
TOFU
MOFU
BOFU
a
• Brand awareness
• Thought leadership
• Consideration pieces
• High-level product overview

7. Mapping out content and creating CTAs
BUYER
PERSONA
Problem,
Common
Misconceptions,
Challenges,
Goals
AWARENESS (TOFU)
CONSIDERATION
(MOFU)
DECISION (BOFU)
Researching Phase –
Educate them around the
problems and symptoms
they have
Dig deeper into the
problem or
symptoms – Is there
any additional info that
you can provide on this
topic/solution, without
talking about your
business yet?
Have clearly defined
and given a name to
their problem or
opportunity -Increase their
engagement with you and
awareness of how you fit
into the solution
Have defined their
solution strategy,
method or approach -
Help them with their buying
decision
Decision maker
Improve
performance of the
marketing team
Influencer
Easy to implement
and easy to use
solutions with high
ROI
If we know the first
persona is the Decision
Maker at a company with
<100 employees, and they
are working on improving
Demand Gen, How would
you craft your messages
and CTA?

8. Create an anchor piece of content and use it different ways

9. Sample customer journey
Leigh recently joined Sierra and is exploring
ways to make the sales organization more
efficient and cut costs
Leigh Burke
VP Sales Operations – Sierra Group

10. Capturing data through the funnel
Marketing campaigns
Marketing
automation
Website lead
capture
Automated lead
routing, de-dupe,
scoring
Qualification
Close

11. Einstein & AI helps us to optimize every step of the process
Automation + AI + team alignment to act and engage fast
Display & social
Email messaging
Website
Digital marketing
Lead creation Automated
lead routing
Intelligent
de-duping
Qualification
Same
Day
Same
Day
Same
Day
Sales
development
Team
• 1:1 journeys with marketing cloud
• Einstein lead scoring based on Artificial Intelligence
• Automated lead routing to the right team
Einstein lead
scoring

12. Our KPIs allow us to drive campaign success & alignment
Joint ownership - Marketing, Sales Development, Sales
Digital marketing
• Website traffic
• Form views and completes
• Bounce rate
Pipeline & revenue
• Pipeline by stage
• Average deal size
• Conversion rate & ACV
Leads
• Responses
• Valid leads
• Conversion rate

13. Customised tools that are essential to getting a campaign online
Internal tools help us get the message to market
Self-service via
Marketing Cloud
Marketing requests
Internal/external Chatter groups, Quip
PRforce
Budgetforce
1
Research &
message
development
2
Budget
allocation &
target setting
3
CTA & assets
4
Sales
enablement
5
PR launch
6
Audience
generation
7
Audience
journeys
8
Measurement
& optimisation
Campaign Program
Salesforce
for
Marketing

14. Customised tools that are essential to getting a campaign online
Internal tools help us get the message to market
Self-service via
Marketing Cloud
Marketing requests
Internal/external Chatter groups, Quip
PRforce
Budgetforce
1
Research &
message
development
2
Budget
allocation &
target setting
3
CTA & assets
4
Sales
enablement
5
PR launch
6
Audience
generation
7
Audience
journeys
8
Measurement
& optimisation
Campaign Program
Salesforce
for SalesLet’s see it for real!
Demo

15. DMP for aggregating data from Web, Email and CRM
Helps identifying and grouping segments
Grow the audience
by finding lookalikes

16. How we tackle pipeline gaps?
Process from identification to definition of counteractions
Analyse the pipeline
to identify issues & gaps
• By quarter
• By region
• By business unit
• By Cloud
• By industry
Give insight through
deep dive into pipeline
• By subcloud
• By horsemen
• By opportunity
• By dealband
• By stage
• By AE / Manager
• Pipe cleaning
• PipeGen day
• Fast start plays
• Whitespace initiative
• Incentive competition
• And many more ...
• PIpeline creation
• Pipeline progress
• Issues & gaps
• Actions & activities
• Rewards & successes
Measure Inspect Adjust Communicate
Agree on actions to get
pipeline back on track
Deploy the status and
share frequently
+

17. Identify pipeline gaps to track agreed actions
Step-by-step action guide
Identify pipeline gaps
Deep dive by Cloud, region,
industry & segment
Define actions
Track & collaborate with
Sales Leaders

18. What to see more? Speak to your Account Executive
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