AMA Marketing Effectiveness Online Seminar Series. Bob Wallach American Marketing Association

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1 AMA Marketing Effectiveness Online Seminar Series Bob Wallach American Marketing Association

2 A wealth of information is available for marketing professionals at The #1 marketing site on the web

3 Commonly Asked Questions 1. Will I be able to get copies of the slides after the event? 2. Is this web seminar being taped so I or others can view it after the fact?

4 Commonly Asked Questions 1. Will I be able to get copies of the slides after the event? Yes 2. Is this web seminar being taped so I or others can view it after the fact? Yes

5 Accelerate Your Marketing ROI with Marketing Automation Presented by: Tien Tzuo Senior VP, Marketing Salesforce.com

6 Agenda! Marketing Overview! Challenges of Corporate Marketing! Capturing and Tracking Leads! Measuring Marketing Effectiveness

7 The Role of Marketing! Product Marketing Market research Product planning Product Positioning Competitive intelligence! Corporate Marketing Awareness and branding Demand generation Lead Engagement Customer base marketing

8 Lead to Customer Lifecycle Awareness Demand Generation Engagement Close Adoption Up-Sell New Business/Account Penetration Renewal

9 Some common challenges of marketing! Tracking best lead sources! Tie marketing spend to revenue! Justify marketing budget THE ANSWER IS CRM

10 How do you measure marketing effectiveness! MS Excel! Anecdotal sales feedback! Best guess? THE ANSWER IS CRM

11 What is CRM! CRM is a closed loop approach to identifying, acquiring, and retaining customers Data Insight Metrics CRM can: Track your best lead sources Tie marketing spend to revenue Justify your marketing budget

12 Run Campaigns - Generate Leads Collect Data Data Insight Metrics Online Campaigns Marketing Web Seminars Banner Advertising Paid Internet Search Newsletters Offline Campaigns Print Advertising Direct Mail Television/Radio Ads Events Public Relations

13 Run Campaigns - Generate Leads Collect Data Data Insight Metrics Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Campaign Website Forms Telephone Fax Mail Event Meeting CRM SYSTEM

14 Run Campaigns - Generate Leads Collect Data Data Insight Metrics Example: Send an Lead fills out a form Form data populates a CRM system

15 How did you hear about us? Collect data from online and offline campaigns Data Insight Metrics Direct Mail Web Site Demos Web Site Resources Print Advertising Webinars Radio and TV Advertising CRM SYSTEM Key Word Buys (search engine)

16 Collect all data in a single CRM system Data Insight Metrics

17 What do I do with all of this data? Data Insight Metrics! Use Analytics to prove best lead sources What campaigns generate the most leads What is the cost per lead? Are these leads creating revenue opportunities? Are these leads closing? Answer these questions with Analytic Dashboards

18 Analytics Data Insight Metrics

19 Do your leads have any real value? Data Insight Metrics! A CRM system can integrate Marketing with sales What is sales doing with leads they are receiving?! Marketing needs visibility into the sales pipeline What campaigns are creating opportunities?! Marketing needs to justify its budgets What campaigns are responsible for revenue? Track leads from Campaigns to Cash

20 Marketing Metrics Data Insight Metrics Cost per Lead = Leads Campaign cost Pipeline Multiplier = Opportunity Value Campaign cost For every dollar we spend in marketing we generate $x in pipeline ROI = Closed Business Campaign cost For every dollar we spend in marketing we generate $x sales

21 Are you marketing to your customers? Data Insight Metrics! They don t call it the customer lifecycle for nothing Competitors are marketing to your customers! Collect profile data, preferences and behaviors Design campaigns appropriate for the audience! Drive increased revenue from existing customers Campaigns to Cash to Customer

22 Give sales reps tools to close business!! Tools to sell effectively Library of ready-made templates Sales collateral and literature tracking Phone scripts! Real-time information Real-time notification about new leads Clear picture of all campaigns targeting their prospects & customers End-to-end customer view!

23 Recommendations for Maximizing Your Marketing Return 1. One shared customer database between marketing, sales, and customer service = CRM 2. Measure everything establish benchmarks and your objectives to improve them 3. Identify your top lead generation and capture vehicles and perfect them 4. Quantifiably demonstrate to your CEO and your head of sales what marketing is doing to drive the business

24 Question & Answer

25 Thanks for your time and participation today! To replay this webcast (available Jan.28): go to For Copies of the presentation go to: To contact today s speakers: Tien Tzuo Questions for AMA: Bob Wallach

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