An inside look at how salesforce.com uses CRM data to optimise it's Paid Search Programs. Presented at SMX Sydney 2013 by Mark Vozzo. For more details visit http://blogs.salesforce.com/au/2013/04/smx-sydney-markvozzo.html

1. 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

2. Safe Harbor
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@markvozzo #smx

3. 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 Microsoft Salesforce
Search Marketing Analyst Search and Online Online Manager (APAC),
(News & Media Group) Analytics Manager, ANZ Head of Inbound Mktg

4. 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

5. About
salesforce.com

6. #1 in Cloud Computing and Customer
Relationship Management
#1
Cloud Sales, Service, Innovation #2 Highest
Computing Marketing 2011, 2012 Performing

7. Helping businesses become a ‘Customer Company’:
Connect With Your Customers in a Whole New Way
Connected Connected
Employees Partners
Connected Connected
Customers Products

8. About Toyota Friend
YouTube Video: http://www.youtube.com/watch?v=8z9NkZfznPI

9. About my
SEM
Programs

10. Where am I buying keywords
@markvozzo #smx

11. 2 Languages
4 Engines
5 Countries
32 Landing Pages
100+ Campaigns
11,300+ Ad Groups
60,000+ Keywords

12. About our
Selling Model

13. Small Businesses Enterprise Businesses
@markvozzo #smx

14. Marketing Sales
Online Lead Generation Offline Lead Qualification
- SEO - Sales Reps
- SEM - Phone calls
- Banners - Customer visits
- Email
- Social Media
@markvozzo #smx

15. Here lies the challenge…
Marketing Sales
@markvozzo #smx

16. Here lies the challenge…
Marketing Sales
SEM Metrics Sales Metrics
Ad Spend ($) Lead flow
CPC Opportunities
CTR Pipeline Targets
Avg. Position Deal Size/Revenue ($)
Bounce Rate Avg. Call to Close Rate
Form Competes (Conv.) Customer Contact History
Cost per Conv.
DATA DATA
Baidu / Google Adwords Contact Lists
Web Analytics Tools Excel/Word Docs
@markvozzo #smx * Image Source

17. A B * Example Data
Marketing
Cost per Week: $500 Cost per Week: $1,000
Conv. per Week: 50 Conv. per Week: 20
Avg. Cost per Conv.: $10 Avg. Cost per Conv.: $50
# of True Conversions # of True Conversions
10 (20% Close Rate) 5
Sales
(25% Close Rate)
Weekly Revenue: Weekly Revenue:
$10,000 $50,000
@markvozzo #smx

18. A B * Example Data
Marketing
Cost per Week: $500 Cost per Week: $1,000
Conv. per Week: 50 Conv. per Week: 20
Avg. Cost per Conv.: $10 Avg. Cost per Conv.: $50
# of True Conversions # of True Conversions
10 (20% Close Rate) 5
Sales
(25% Close Rate)
Weekly Revenue: Weekly Revenue:
$10,000 $50,000
@markvozzo #smx

19. Here’s the answer:
Have your
Marketing & Sales data
in one place

20. 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

21. Step 1: Setup Tracking
 Every keyword has it’s
own Marketing Campaign
in Salesforce CRM with a
unique tracking driver ID

22. 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

23. 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

24. 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

25. Step 2: Send SEM Campaign info with the Lead
* Example Data

26. 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

27. Step 3: Sales Reps can review Prospects
Marketing Activities prior to calling
@markvozzo #smx

28. Step 3: Sales Reps can review Prospects
Marketing Activities & Interests prior to calling
Watched a
CME Demo
Free Trial
Signup
Google
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

29. Step 3: Sales Reps can keep track of all
conversations with the lead
Phone Chat
Left a Voice
Message
Email
Follow-Up
 When a Sales Rep leaves, the new replacement can pick up immediately
where he/she left off.
@markvozzo #smx

30. Step 3: Sales Reps can see Campaign
information and Nurture the leads.
What
Keyword?
What
Landing
Page?
Which
Video?
Which
Product?
What
Pitch?

31. 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

32. Step 4: Costs & Revenue data all-in-one place.
$ Budget
Marketing
SEM Cost
Number of
Deals
Sales
$ Revenue
* Example Data from this
campaign
@markvozzo #smx

33. 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
* Example Data
@markvozzo #smx

34. 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

35. Step 5: Automate & Optimise for ROI
@markvozzo #smx

36. Step 5: Automate & Optimise for ROI
A
+ “客户管理” +
Free Trial Offer
B
10K + “Salesforce” +
Cost Demo Offer
10K
Cost
C
+ “Social CRM” +
eBook Offer
* Example Data 10K
Cost

37. Step 5: Automate & Optimise for ROI
A
+ “客户管理” +
Free Trial Offer
B
10K 500K + “Salesforce” +
Cost Revenue Demo Offer
10K 1M
Cost Revenue
C
+ “Social CRM” +
eBook Offer
* Example Data 10K 200K
Cost Revenue

38. Step 5: Automate & Optimise for ROI
A
+ “客户管理” +
Free Trial Offer
B
10K 500K + “Salesforce” +
Cost Revenue Demo Offer
10K 1M
Cost Revenue
C
+ “Social CRM” +
eBook Offer
* Example Data 10K 200K
Cost Revenue

39. Step 5: Automate & Optimise for ROI
A
+ “客户管理” +
Free Trial Offer
B
10K 7K 500K 400K + “Salesforce” +
Cost Revenue Demo Offer
+3K 10K 19K 1M 2M
Cost Revenue
+6K
C In this Example: +$1M additional
+ “Social CRM” + revenue achieved by moving $9K
eBook Offer from poor performing SEM campaigns
to the highest performer.
* Example Data 10K 4K 200K 100K
Cost Revenue

40. In Summary

41. In Summary…
@markvozzo #smx

42. Marketing Sales
@markvozzo #smx

43. Google Adwords & Analytics campaign data
inside Salesforce? CloudAmp – Campaign Tracker

44. Any Questions?
 Feel free to post your questions on my
blog: http://blogs.salesforce.com/au
@markvozzo #smx