Maximum ROI with customer management 2.0. Implementing a successful CRM system integration
SEM+CRM=ROI Heaven
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Transcript of SEM+CRM=ROI Heaven
SEM + CRM = ROI Heaven A behind the scenes look at how Salesforce uses
CRM to optimise paid search
SMX Sydney, 4 April 2013
@markvozzo #SMX
Mark Vozzo Inbound Marketing Manager (APAC)
Twitter: @markvozzo
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@markvozzo #smx
About Me
Mark Vozzo
• +10 years in Online Marketing
• Started as a Webmaster & Developer
• Got in search in late ‘90s
• Worked in Media & Tech, B2C & B2B
Fairfax Media Search Marketing Analyst (News & Media Group)
Microsoft Search and Online
Analytics Manager, ANZ
Salesforce Online Manager (APAC), Head of Inbound Mktg
Agenda
About salesforce.com
How we optimise paid search
– 1. Why CRM data is important
– 2. About my SEM program
– 3. Step-by-Step: How we do it
– 4. How we automate & optimise for ROI
@markvozzo #smx
About
salesforce.com
#1 in Cloud Computing and Customer
Relationship Management
#1 Sales, Service,
Marketing
Cloud
Computing
Innovation
2011, 2012
#2 Highest
Performing
Helping businesses become a ‘Customer Company’: Connect With Your Customers in a Whole New Way
Connected Customers
Connected Products
Connected Employees
Connected Partners
About Toyota Friend YouTube Video: http://www.youtube.com/watch?v=8z9NkZfznPI
About my
SEM Programs
Where am I buying keywords
@markvozzo #smx
100+ Campaigns
11,300+ Ad Groups
60,000+ Keywords
32 Landing Pages
2 Languages
5 Countries
4 Engines
About our
Selling Model
Small Businesses Enterprise Businesses
@markvozzo #smx
Online Lead Generation - SEO
- SEM
- Banners
- Social Media
Offline Lead Qualification - Sales Reps
- Phone calls
- Customer visits
@markvozzo #smx
Marketing Sales
@markvozzo #smx
Here lies the challenge…
Marketing Sales
Here lies the challenge…
SEM Metrics Ad Spend ($)
CPC
CTR
Avg. Position
Bounce Rate
Form Competes (Conv.)
Cost per Conv.
DATA Baidu / Google Adwords
Web Analytics Tools
Sales Metrics Lead flow
Opportunities
Pipeline Targets
Deal Size/Revenue ($)
Avg. Call to Close Rate
Customer Contact History
DATA Contact Lists
Excel/Word Docs
* Image Source @markvozzo #smx
Marketing Sales
# of True Conversions
5 (25% Close Rate)
Weekly Revenue:
$50,000
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
# of True Conversions
10 (20% Close Rate)
Weekly Revenue:
$10,000
Ma
rke
tin
g
Sa
les
A B
Cost per Week: $500
Conv. per Week: 50
Avg. Cost per Conv.: $10
@markvozzo #smx
* Example Data
# of True Conversions
5 (25% Close Rate)
Weekly Revenue:
$50,000
Cost per Week: $1,000
Conv. per Week: 20
Avg. Cost per Conv.: $50
# of True Conversions
10 (20% Close Rate)
Weekly Revenue:
$10,000
Ma
rke
tin
g
Sa
les
A B
Cost per Week: $500
Conv. per Week: 50
Avg. Cost per Conv.: $10
@markvozzo #smx
* Example Data
Here’s the answer:
Have your
Marketing & Sales data
in one place
Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
@markvozzo #smx
Step 1: Setup Tracking
Every keyword has it’s
own Marketing Campaign
in Salesforce CRM with a
unique tracking driver ID
Step 1: Setup Tracking
Everything I need to know
about this Keyword is stored
in this “Campaign” record
Country (Geo-Target)
Search Engine (Publisher)
Match Type
Product I’m Promoting
Google Campaign Name
Google AdGroup
Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
@markvozzo #smx
Step 2: Send SEM Campaign info with the Lead
Use hidden fields your forms to capture the unique tracking ID
Upon “Submit”, tracking ID is sent with the lead details in to our CRM system.
@markvozzo #smx
Step 2: Send SEM Campaign info with the Lead
* Example Data
Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
@markvozzo #smx
Step 3: Sales Reps can review Prospects
Marketing Activities prior to calling
@markvozzo #smx
Step 3: Sales Reps can review Prospects Marketing Activities & Interests prior to calling
Watched a
CME Demo
Free Trial
Signup
Search
Email Nurture
(Step 1)
Sales Rep have access to all the campaign touches. This provides them
with background information to help them sell more effectively.
@markvozzo #smx
Step 3: Sales Reps can keep track of all
conversations with the lead
Phone Chat
Left a Voice
Message
Follow-Up
When a Sales Rep leaves, the new replacement can pick up immediately
where he/she left off.
@markvozzo #smx
Step 3: Sales Reps can see Campaign information and Nurture the leads.
What
Keyword?
What
Landing
Page?
Which
Video?
Which
Product?
What
Pitch?
Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
@markvozzo #smx
Step 4: Costs & Revenue data all-in-one place.
$ Budget
SEM Cost
Number of
Deals
$ Revenue
from this
campaign
Ma
rke
tin
g
Sa
les
@markvozzo #smx
* Example Data
Step 4: Centralized Reports & Dashboards
Track performance through
dashboards in Real-time
Build reports to determine
best performing keywords
CRM helps me determine
– Which channels deliver the best
return
– Which keywords are generating
the most leads
– Which segments received the
most pipeline from my SEM
campaigns
@markvozzo #smx
* Example Data
Step-by-Step: 5 Steps to Bridging the Gap
1. Setup Tracking
2. Send Campaign Information with the Lead
3. Arm Sales Reps for Success
4. Centralized Reporting and Dashboards
5. Automate and Optimize
@markvozzo #smx
Step 5: Automate & Optimise for ROI
10K Cost
10K Cost
10K Cost
A
B
C
+ “Salesforce” +
Demo Offer
+ “Social CRM” +
eBook Offer
+ “客户管理” +
Free Trial Offer
* Example Data
Step 5: Automate & Optimise for ROI
10K 200K Cost Revenue
10K 500K Cost Revenue
10K 1M Cost Revenue
A
B
C
+ “Salesforce” +
Demo Offer
+ “Social CRM” +
eBook Offer
+ “客户管理” +
Free Trial Offer
* Example Data
Step 5: Automate & Optimise for ROI
10K 200K Cost Revenue
10K 500K Cost Revenue
10K 1M Cost Revenue
A
B
C
+ “Salesforce” +
Demo Offer
+ “Social CRM” +
eBook Offer
+ “客户管理” +
Free Trial Offer
Step 5: Automate & Optimise for ROI
* Example Data
10K 4K 200K 100K Cost Revenue
10K 7K 500K 400K Cost Revenue
10K 19K 1M 2M Cost Revenue
In this Example: +$1M additional
revenue achieved by moving $9K
from poor performing SEM campaigns
to the highest performer.
A
B
C
+3K
+6K
+ “客户管理” +
Free Trial Offer
+ “Salesforce” +
Demo Offer
+ “Social CRM” +
eBook Offer
* Example Data
Step 5: Automate & Optimise for ROI
In Summary
In Summary…
@markvozzo #smx
Marketing Sales
@markvozzo #smx
Google Adwords & Analytics campaign data inside Salesforce? CloudAmp – Campaign Tracker
Any Questions?
Feel free to post your questions on my
blog: http://blogs.salesforce.com/au
@markvozzo #smx