The Secrets to Email Marketing Success: Marketing Panel
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Transcript of The Secrets to Email Marketing Success: Marketing Panel
The Secrets to Email Marketing Success: Marketing Panel
Tricia Gellman Director, Product Marketingsalesforce.com
Safe HarborSafe 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 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.
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Does Your Email Calendar Look Like This?
Prospects
Customers
Developers
Partners
IndustryCompany Size
Role
Customer Lifecycle
Customer / Partner
Experience
ImplementationISV
Events
Webinars
Offers
Newsletters
Notifications
A Snapshot of salesforce.com’s Calendar
Prospect DeveloperCustomer
AppEx Webinar Sales White Pa…
Partner Webinar
1
15
29
22
8
2 4 5
9 10 11 12
16 17 18 19
23 24 25 26
30 31 1 2
Dreamforce Nashville Tour
Denver Tour
Winter ‘11 Web…
Toronto Tour
Jigsaw CampaignService Webinar PAR Insights
Lotus Notes We…
Lotus Notes We…
Success WebinarTurn Chatter On
Gartner White P…Nashville Tour
Denver Tour
Lotus Notes We… Premier Training
Toronto Tour
Service White…
Force.com We…
AppEx Newsletter
Nashville Tour
Denver Tour
Dev Newsletter
Beagle White P… Sales White Pa… Toronto Tour
CFL – Early Wa…
Force.com Web… Premier Training
3
Tech Talk Web…
Partner
Sales Newsletter
Partner Newslet…
Partner Webinar
We Send Lots of One-Off Campaigns
We Are Moving Toward a Newsletter Approach
Behavior Driven Personalization (Newsletters)
Newsletter #1
Service Cloud
Jigsaw
Lotus Notes
AppExchange
Premier Training
Newsletter #2
AppExchange
Sales Cloud
Dreamforce
Chatter
Force.com
Newsletter #3
Sales Cloud
Chatter
Cloudforce Tour
AppExchange
Event
Newsletter #4
Chatter
Sales Cloud
Dreamforce
Sales Cloud
AppExchange
Personalization Based on DW, Email Clicks, and Omniture Data
Behavioral Personalization
Segmentation Flag Personalization
Personalized Journeys
Email Execution is an Evolving Science
Batch and blast is easy but outdated and lacks effectiveness
Nurturing is evolving as the next easiest solution Personalization is becoming more standard Providing relevance in content and delivery timing is
critical to effectiveness Segmentation and testing improves results Evolving vs standing still is now the norm
Email Marketing Panel
Eric Edelson Ben Stein
Andy Ramirez Matt Heinz
Eric EdelsonFireclay Tile
Who is Fire Clay Tile?
• Manufacture custom handmade ceramic and glass tile
• Pre and post consumer recycling leader
• Customers: Whole Foods, the French Laundry, Monterey Bay Aquarium
• 30 employees
• 7 Salesforce licenses (since June 2009)
• Founded 1986 (San Jose, CA)Sustainable Ceramic and Glass Tile Manufacturer
Before Salesforce, Our Systems Were Our Worst Enemy
“The Black Box” No Process Integration
We’ve Transformed our Business By Running on Salesforce
Lead AcquisitionWeb-to-LeadEmail SegmentationClear Process
Sales & SamplesLead Follow-UpSample OrdersOrder Management
Customer Service & FulfillmentUPS IntegrationCustomer Service
Finance & AnalyticsPerformance MetricsBest PracticesQuickbooks Sync
ProductionElectronic QueueScore EfficiencyService Visibility
Customize Leads HOT First Impression Customized response
w/ big company look Personalized
Communication On Brand
Customized Response
Relationship Management
Templates allow us to easily craft most-used emails
Branded Quotes, Order Confirmations, Invoices, & Shipment Notifications
Custom buttons = less time + better service
Useful, personalized email
Closed-loop Mktg
Automate thank you emails
Include survey link Instant feedback +
great service Consistent, personal
email during entire process - Look like Amazon or Zappos
HOT OFF THE KILN!
Easy List Segmentation from within Salesforce
Different messages for Retailers, Consumers, and Local Customers
Point and Click functionality via Vertical Response
Fantastic Measurable Results!
400%
Email Addresses Customer Satisfaction Leads
93%50x
Ben SteinMarketing Manager
Jigsaw
What is Jigsaw?
Jigsaw was founded in 2003 in San Mateo, CA
The worlds leading provider of community driven business-to-business company and contact information.
200+ Employees Salesforce is deployed across
majority of company including:– Sales, Support, Marketing, Operations,
Data Services
Email History
Started with email campaigns to people who signed up as a Jigsaw.com member pushing subscriptions.
First Lead Gen campaigns were list downloads and one of promotional emails
As our community grew we started realizing we needed action in the community just as much as we needed people to spend money which brought out two separate sophisticated email processes.
Community Member Emails
Defined two things:– Our goal of emailing
members from a community perspective
– How do we want them to see us
Can we make current members, enterprise customers?
Nurture Email
The Marketing Automation choice– Better understanding of
customers– Drip Campaigns– Tracking
• Monitoring everything our prospects do.
What is the effect of this?
Sales & Marketing Alignment
My Sales team can now control who I Market to. Data in the Cloud + Marketing Automation = Success
Summary of Email Evolution
Before Marketing Automation After Marketing Automation
Results
Decrease In overall leads flooding Reps buckets Increase in Quality Leads More Leads/Month getting passed from qualifying
reps to sales Higher Close Percentage/Passed Leads
Andy RamirezVistage International
Director of Interactive MarketingShameless Image “Borrower”
Vistage International and Salesforce.com
- Non competitive CEO groups to help business owners and CEO’s navigate the trials of leadership
- Led by CEO coaches known as Chairs who all have at one point been CEO’s
- 14,000+ members in 15 countries• 350+ Salesforce.com licenses for staff and
Chairs• 1MM+ leads in Salesforce.com currently• We’ve come a long way since we started using
Salesforce and email marketing, but we have a LONG way to go.
Lead Sources – The big three
List Vendors(National)
Local Lists (Chair purchased) Chair Contacts for
Group BuildsReferrals fromexisting members
Deduping Leads – Protect the company image
Chairs share areas, so leads must be checked against campaigns
De-duping happens against Salesforce.com and our existing member database
PeopleImport – CRMFusion Inc.
Segmenting Leads – The right lead for the job
Varying Programs - CEO, Small Business, Key Executives
Industry Segmentation – Well rounded groups
Revenue – Like sized companies Leads in manageable campaigns
for Multi-Touch (email, direct mail, phone)
Lead Scoring – Back End Segments
Online Marketing Automation App
Eloqua forms & registrations improve lead processing
Eloqua is used for campaign based emails
Customize email content to form info Info replicated between
Salesforce.com and Eloqua database (history and registration)
Salesforce.com – Used for 1 to 1 and some automated communication
Email Campaigns – Testing, Results, Improvement
Over 9.8MM emails sent to 1.6MM+ contacts, 40K+ from submissions, 800K+ tracked web visitors in Eloqua = A LOT of testing….
What we learned… the hits..
Subject Lines: Shorter is better, relevant to content and landing page (the industry standard)
Content: Image heavy did not work for our demographic, these aren’t prod sales
Links: Image based links clicked less than text links
Visual Click Reports provide great insight
A/B
Next Step In The Journey – Optimize Sales Funnel
Lead handoff between Marketing/Sales is well defined
Identifying Missed Opportunities – analyze the lead pipeline and find ways back into the sales funnel
Capitalize with new stage relevant campaigns
Vistage International
No matter where you are in your journey, just remember there is no “magic bullet” just time and effort…
Matt HeinzNot sure of title
What’s Working Now
List Segmentation– Crawl first – Segment by role
Improving click/response rates– Customer-focused outcome messages– Limit HTML
Innovative use– Dayparting – “Almost leads”– Lifecycle marketing
What’s Changed
Email is more (not less) important
Seamless channel integration
Context is more important than permission
What’s Next
Automated yet personalized
Seamless channel integration
More transactional & action-oriented (think text & Twitter)
Q & A
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