Overcoming the Top 3 SMB Challenges with Marketing Automation
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The document discusses forward-looking statements by Salesforce.com, highlighting risks and uncertainties affecting potential financial outcomes and the importance of making decisions based on currently available features. It outlines the evolving landscape of B2B marketing, emphasizing the need for marketers to adapt by utilizing multiple channels and enhancing lead generation strategies, while also detailing success metrics from CRM integration. Additionally, it advertises various upcoming events and keynote sessions aimed at helping businesses scale and improve their marketing efforts.
Overcoming the Top 3 SMB Challenges with Marketing Automation
- 1. 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.
- 2. Sangram Vajre Marketing Director @SangramVajre
- 3. 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
- 4. Adam Waid Marketing Director @AdamWaid
- 5. Our Customers Highly impactful Drupal websites that get results for businesses.
- 6. Mediacurrent | Overall SMB Winner ● 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
- 7. ● More work, less people ● More data, less gut feeling ● More leads, more pipeline Agenda
- 8. Less People More Work
- 9. 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
- 10. Do you feel like this? Lead Generator Content Creator Analyst Cheerleader Fake Smile Demand Gen Strategist Social Media Manager
- 11. Daily Priorities
- 14. Solution? Process. Process. Process
- 15. New Hire Process Content Strategy Lead Management
- 16. Teammate Requirements ● Inquisitive & Analytical ● Adaptable ● Sense of Urgency Onboarding Process ● Interview Questions/Writing Sample ● 30, 60, 90 day goals ● Team Mission Statement
- 17. Content Strategy & Buyer Personas
- 18. Sam The Sales Guy Pain point: Revenue Key goal: Pipeline Key terms: Prospect Activities alerts, Speed-to-lead Megan The Marketing Gal Pain point: Credibility Key goal: Alignment Key terms: Nurturing, ROI reporting
- 19. Conversion 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
- 20. After Marketing Automation ● More time spent on strategic direction ● Lead generating strategies ● Effective Sales Process
- 21. More Data Less Gut
- 22. 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
- 23. Old Marketing Vs. New Marketing
- 25. Are visitors getting to the right places?
- 27. Campaigns yielding most qualified leads?
- 28. A/B Testing 4% Vertical Specific 15%
- 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
- 32. More Leads More Pipeline
- 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. Tip 1: Grow Your Email Database On every form On Our Blog 40% increase in email subscribers
- 35. Tip 2: Help Your Sales Team Sell Smarter 78% Avg. 87% Avg. Video Engagement OR and 39% Avg. CTR
- 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. Tip 4: Share A “true” Customer Story A deal closed in 30 days
- 38. Tip 5: Create 1-1 Journey 1 2 3 1 2 3
- 39. So, what’s the good news for SMB? The highest paying marketing jobs are in B2B. Souce: Glassdoor.com
- 40. So, what’s the good news for SMB? The highest paying marketing jobs are in B2B. Souce: Glassdoor.com
- 41. 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
- 42. 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”