How to Integrate Salesforce & Other CRM Systems into Google Search Marketing

Transcription

1 How to Integrate Salesforce & Other CRM Systems into Google Search Marketing Todd Miechiels, Internet Marketing Steward Monday, October 15, 2007 Search Marketer s Challenges True value of a visit & lead? Limited data Poor & little feedback from sales Long B2B sales cycles 2 1

2 The Race to Superior Measurement ad phrase offer engine Closed revenue / campaign cost # of opportunities, cost per opportunity conv. rate, # of leads, $ per lead visits, click through rate, cost per click 3 Data is Great but We Need the Whole Picture 4 2

3 Data is Great but We Need the Whole Picture AdGroup Cost ROI Sales Training $2, % Call Center $ % Common and prudent action: shift dollars towards call center 5 Data is Great but We Need the Whole Picture Common and prudent action: shift dollars towards inside sales barriers 6 3

4 Data is Great but We Need the Whole Picture Common and prudent action: shift dollars towards free trial 7 What Would be Ideal. Capture engine, phrase, text ad, campaign, etc. Feed it into the web form Track it through the sales funnel Give search marketer access to the data Shift dollars to what s truly working 8 4

5 9 You Create an Ad on Google 10 5

6 People Click on Your Ad 11 And End Up on Your Website 12 6

7 You Capture Visitors Information 13 Now You Have a Lead 14 7

8 Your Sales Team Works Those Leads 15 And Turns Them Into Customers 16 8

9 Setting Up the SFGA System 17 Setting Up the SFGA System 18 9

10 Setting Up the SFGA System 19 Setting Up the SFGA System 20 10

11 Bam! You ve Got a Lead in Salesforce. 21 Track Pipeline Dollars Back to Campaigns 22 11

12 Track Revenue Back to Text Ad (Cool!) 23 Integrated Dashboard Widgets revenue pipeline dollars leads stock dashboard at group level fully customizable at professional and up 24 12

13 Tying Google Data to Your Customer Data 25 Increase Acquisitions Without Spending More 26 13

14 Prove You are Lowering Acquisition Costs 27 SFGA in Closing easy to set-up no real additional work required free to all Salesforce users use your imagination don t spend significant dollars without it visit

15 Credits/Thank You Anne Holland at MarketingSherpa Sean Whiteley at Salesforce Derek Vansant at Artifact Software Contact Info: Todd Miechiels