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Overcoming the Top 3 SMB Challenges with Marketing Automation

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Overcoming the Top 3 SMB Challenges with Marketing Automation

  1. 1. Overcoming Top 3 SMB Challenges with Marketing Automation
  2. 2. Safe Harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: 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 factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Sangram Vajre Marketing Director @SangramVajre
  4. 4. Pardot: Salesforce for B2B Marketers Follow up on the best leads faster Give reps their own automated marketer Engage Sales earlier into buying process Integrate with Salesforce CRM data
  5. 5. Adam Waid Marketing Director @AdamWaid
  6. 6. We help organizations build highly impactful, elegantly designed Drupal websites that achieve the strategic results you need. Design/Theming ● Usability Testing ● Responsive Design ● Drupal Theming ● Annotated Wireframes Development ● Drupal Support ● Custom Module Development ● Large Scale Systems Integration ● Security & Performance Expertise Digital Strategy ● Content Strategy ● Content Generation ● Result Metrics ● Marketing Automation Integration
  7. 7. Our Customers Highly impactful Drupal websites that get results for businesses.
  8. 8. Our Experience • Chair for the Marketing Automation group within AiMA • Wrote only Marketing & Drupal eBook • Featured in “Marketing Automation for Dummies” • Organize a monthly Marketing Automation meet-ups • Maintain most MA Drupal modules • 30+ MA resources on Mediacurrent.com Feature d in
  9. 9. ● More work, less people ● More data, less gut feeling ● More leads, more pipeline Agenda
  10. 10. Less People More Work
  11. 11. Marketers are expected to do more. B2B marketers use, on average, 13 different channels every day to reach their audience, every day ….compared to the era of Don Draper that just had three ways - TV, Radio, and Newspaper Source: MediaBistro, CMO.com
  12. 12. Do you feel like this? Lead Generator Content Creator Analyst Cheerleader Fake Smile Demand Gen Strategist Social Media Manager
  13. 13. Daily Priorities
  14. 14. Before Marketing Automation
  15. 15. Solution? Process. Process. Process
  16. 16. New Hire Process Content Strategy Lead Management
  17. 17. Teammate Requirements ● Inquisitive & Analytical ● Adaptable ● Sense of Urgency Onboarding Process ● Interview Questions/Writing Sample ● 30, 60, 90 day goals ● Team Mission Statement
  18. 18. Content Strategy & Buyer Personas
  19. 19. Sam The Sales Guy Pain point: Revenue Key goal: Pipeline Key terms: Prospect Activities alerts, Speed-to-lead MeganThe Marketing Gal Pain point: Credibility Key goal: Alignment Key terms: Nurturing, ROI reporting
  20. 20. Conversio n Social Email SEO Events Web Visits Pardot profile created Nurture Assign to Sales Sales Follow-up( 48 hours) Nurture list(-100) Salesforce: “working” Sales Process Begins 100 points Lead Management
  21. 21. After Marketing Automation ● More time spent on strategic direction ● Lead generating strategies ● Effective Sales Process
  22. 22. More Data Less Gut
  23. 23. What story does these stat tell? 88% of B2B CMOs say their C-suite peers turn to them more often for data and insight needed to strategize and plan 78% agreed that marketing’s influence on corporate strategy is greater today than it was just two years ago Source: Forrester Research
  24. 24. Old Marketing Vs. New Marketing
  25. 25. Fragmented reporting Before
  26. 26. Are visitors getting to the right places?
  27. 27. Are they converting?
  28. 28. Campaigns yielding most qualified leads?
  29. 29. A/B Testing 4% Vertical Specific 15%
  30. 30. Velocity Visitor to Prospect 17.5 Days Prospect to Lead 1.2 months Lead to Opportunity 10.1 Days Opportunity to Client 1.5 months Pipeline After
  31. 31. Marketing/Sales Dashboard After
  32. 32. More Leads More Pipeline
  33. 33. 5 rapid fire tips to drive leads and pipeline ● Grow Your Email Database ● Help Your Sales Team Sell Smarter ● Provide Relevant CTAs (not just any CTA) ● Share A “true” Customer Story ● Create 1:1 Journeys Based On Buyer Persona
  34. 34. Tip 1: Grow Your Email Database On every form On Our Blog 40% increase in email subscribers
  35. 35. Tip 2: Help Your Sales Team Sell Smarter 78% Avg. 87% Avg. Video Engagement OR and 39% Avg. CTR
  36. 36. Tip 3: Provide Relevant CTAs CTA’s on all blogs 150% growth in content conversions ● 1 gated content/month ● 2-3 blogs per week ● Use freelance writers ● Dynamic/Relevant
  37. 37. Tip 4: Share A “true” Customer Story A deal closed in 30 days
  38. 38. Tip 5: Create 1-1 Journey 1 2 3 1 2 3
  39. 39. After ● 53% increase in organic searching resulting in more whitepaper and eBook downloads ● 40% increase in our regular e-mail subscribers ● 23% increase in leads assigned to the sales team ● 129% year-over-year growth in content conversions ● Closing on 55% of our viable leads
  40. 40. So, what’s the good news for SMB? The highest paying marketing jobs are in B2B. Souce: Glassdoor.com
  41. 41. So, what’s the good news for SMB? The highest paying marketing jobs are in B2B. Souce: Glassdoor.com
  42. 42. PARDOT KEYNOTE: ACCELERATE PIPELINE WITH THE WORLD’S LEADING B2B MARKETING SOLUTION Attend the Pardot Keynote for your chance to win a Precor Treadmill. Wednesday, October 15 12:30 – 1:30 PM Marriott Marquis Yerba Buena Salon 9
  43. 43. Small & Medium Business Keynote: Scale, Connect and Grow with Salesforce Wednesday, October 15th @ 2:00 p.m. Moscone West, 3rd Floor Attend to win 1 of 5 GoPros First 50 attendees receive signed “The Big Picture”