M B F001 Swensrud 091707
-
Upload
dreamforce07 -
Category
Economy & Finance
-
view
628 -
download
0
description
Transcript of M B F001 Swensrud 091707
Safe Harbor Statement
“Safe harbor” statement under the Private Securities Litigation Reform Act of 1995: This press release contains forward-looking statements including but not limited to statements regarding our expected future revenue, GAAP diluted earnings per share, expected tax rate, anticipated shares outstanding,and concerning the potential market for our existing service offerings. All of our forward looking statements involve risks, uncertainties and assumptions. If any such risks or uncertainties materialize or if any of the assumptions proves incorrect, our results could differ materially from the results expressed or implied by the forward-looking statements we make.
The risks and uncertainties referred to above include - but are not limited to - risks associated with possible fluctuations in our operating results and cash flows, rate of growth and anticipated revenue run rate, errors, interruptions or delays in our service or our Web hosting, our new business model, our history of operating losses, the possibility that we will not remain profitable, breach of our security measures, the emerging market in which we operate, our relatively limited operating history, our ability to hire, retain and motivate our employees and manage our growth, competition, our ability to continue to release and gain customer acceptance of new and improved versions of our service, customer and partner acceptance of the AppExchange, successful customer deployment and utilization of our services, unanticipated changes in our effective tax rate, fluctuations in the number of shares outstanding, the price of such shares, foreign currency exchange rates and interest rates.
Further information on these and other factors that could affect our financial results is included in the reports on Forms 10-K, 10-Q and 8-K and in other filings we make with the Securities and Exchange Commission from time to time, including our Form 10-K for the fiscal year ended January 31, 2007. These documents are available on the SEC Filings section of the Investor Information section of our website at www.salesforce.com/investor. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements, except as required by law.
3:45pmBest Practices for Lead Management
5:00pmYour Website, The Hub of Marketing
11:15amBest Practices for Tracking Campaign Effectiveness
1:15pmHands-On: The AppExchange for Marketers
2:30pmGetting the Most Out of Reporting and Dashboards
3:45pmSalesforce for Google AdWords: The Basics
9:00amCustomer Satisfaction Surveys: Feedback Drives Success
10:15pmList Building and Email Marketing
11:30pmHow Salesforce.com Uses Salesforce Marketing
To
day
Tu
esd
ayW
edn
esd
ay11:30amMarketing in the Google Era
Marketing in the Google Era7 Techniques for Effective Marketing in the 21st Century
Kraig SwensrudSalesforce Marketingsalesforce.com, inc.
Demand Generation Outbound Inbound
Feedback Cycles Weeks Hours
Pricing CPM CPA
Customer Experience Segmented Integrated
Messaging Eyeballs Relevancy
Measurement Untrackable Trackable
The Internet Homepage Marketing Platform
20th Century 21st Century
Marketing in the Era
No DSL or high speed Internet in homes
56K dial-up in hotels
Simple HTML interfaces
No Blackberries or iPods/iPhones
No digital cameras, USB Keys, or Flash Memory
No WiFi
No Google
The World in 1999
Salesforce Credit Cards Blogs Dinner Reservations Blackberry
My Yahoo / RSS Google News and Events Investing Banking
Our World Today
If it’s a World,
What Does that mean for Marketers?
QUESTIONS:
How many people came to your website yesterday?
Where did they come from?
What keywords did they use to find you?
How many of them did you capture?
What will those metrics be tomorrow?
Your Website is the Primary Marketing Vehicle
Your Website
Invest in Your Web Properties
1
Invest in Web Self Service
Flash Videos
Breeze Presentations
Product Diagrams
Clear Graphics
Compelling Copy
Effective Information Architecture
Keep it simple!
Think about your website visitor!
What’s Happening On Your Site?
What Percentage from Search?
Invest in Search Marketing
2
Search Engnie MarketingPaid Search Advertising. Your message reaches customers at the moment they demonstrate interest in what you sell
Paid
SEM
Search Engine OptimizationIncreasing rank in the organic (unpaid)search engine results
Organic
SEO
Source: Marketing Sherpa www.marketingsherpa.com
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
~80%
~15%
>5%
SEM Marketshare and Effectiveness
Think Globally, Advertise Locally
Make Your Message Relevant
3
Build and Segment Your In-House List
Live Presentation – September 17, 2007
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
In House List Segmentation
“Say Hello to the New Award-Winning Call Center Edition”
~20% open rate
~ 5% click-through rate
~40% conversion rate
Create Landing Pages for Each Program
4
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
Clear Benefit and/or value proposition
Concise product information
Short and obvious conversion activity
Product and/or customer images
What’s Your Conversion Rate?
Above the Fold at1024 x 768
Web-to-Lead Form Creation
Building Your Conversion FunnelIntegrated 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”
Mar
keti
ng
Sa
les
Ma
rke
tin
gT
ele
sal
es
Measure Everything. In Real-Time.
5
Never Stop Split TestingOptimize the Conversion Funnel
A B
Never Stop Split TestingOptimize 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
Never Stop Split TestingOptimize the Conversion Funnel
A
B
Example: Measuring Campaign Success
Use the Web for PR
6
From events… To releases…
…every aspect of marketing should be keyword optimized
Blogging – The New PR
Simple Authoring Tools Push Content to Your Site
The Power of RSS (Really Simple Syndication)
My Blog’s Feed
Build Your Base of Subscribers
Googlebot Finds Blogs Too
The Interconnected Web
Engage Your Community
7
Engage the CommunityBlogs, Breeze, Podcasts, Lithium, YouTube
1 Invest in Your Web Properties
2 Invest in Search Marketing
3 Make Your Message Relevant
4 Create Landing Pages for Every Program
5 Measure Everything in Real Time
6 Use the Web for PR
7 Engage Your Community
For More information…
http://blogs.salesforce.com/adwords/
http://www.bloglines.com/public/kswensrud
http://blogs.salesforce.com/marketing/
http://del.icio.us/kswensrud
3:45pmBest Practices for Lead Management
5:00pmYour Website, The Hub of Marketing
11:15amBest Practices for Tracking Campaign Effectiveness
1:15pmHands-On: The AppExchange for Marketers
2:30pmGetting the Most Out of Reporting and Dashboards
3:45pmSalesforce for Google AdWords: The Basics
9:00amCustomer Satisfaction Surveys: Feedback Drives Success
10:15pmList Building and Email Marketing
11:30pmHow Salesforce.com Uses Salesforce
To
day
Tu
esd
ayW
edn
esd
ay