Planning B2B Lead Generation Campaigns & Leveraging Content Personalization

Planning B2B Lead Generation Campaigns & Leveraging Content Personalization Scott Armstrong Co-Founder and Partner Brainrider

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.!

Planning B2B Lead Generation Marketing Programs

"

A Better B2B Marketing Clinic!

Scott Armstrong is your presenter today.

He is a partner @Brainrider where he specializes in better B2B marketing. !

@Brainrider Go to Brainrider.com/b2b-cheatsheets

Planning Better B2B Marketing!

•  Driven by your objectives!•  Buyer-focused!•  Offers more relevant content!•  Identifies programs gaps !•  Focused on performance

measurement & improvement!•  Leveraging personalization!

@Brainrider

Planning Driven By Your Objectives!

@Brainrider

Prioritizing Measureable Objectives!

@Brainrider

Inventory Current Programs By Objective!

PROSPECTS   MQL/SAL  VISITORS  

ACTIVE  PROSPECTS  

NURTURE PROSPECTS

QUALIFY SALES READINESS

ATTRACT & ACQUIRE PROSPECTS

@Brainrider

Identify Gaps By Objective!

PROSPECTS   MQL/SAL  VISITORS  

PPC

Limited SEO

E-Blasts to 3rd Party Lists

Contact Us Form

Newsletter

ACTIVE  PROSPECTS  

Featured Download

Resource Center

NURTURE PROSPECTS

QUALIFY SALES READINESS

ATTRACT & ACQUIRE PROSPECTS

@Brainrider

Marketing Programs Pick List!NURTURE PROSPECTS

QUALIFY SALES READINESS

ATTRACT & ACQUIRE PROSPECTS

q  Inbound q  Blogging q  SEO q  Content syndication q  Resource publishing q  Gated content q  Progressive forms q  Tiered opt-in

q  Social q  Social publishing q  Social listening

q  Paid q  PPC q  E-Blasts q  Content sponsorship q  Events

q  Segmentation q  Nurturing cold prospects

q  Monthly newsletter q  Recent visit follow-up

q  Nurturing active prospects q  Auto-responders q  Thank-you content

q  Other

q  Contact us q  Sales Readiness Offers

q  Pricing q  Gated free trial q  Video demos q  Quote q  Needs assessment q  Free consultation q  ROI tool q  RFP/RFQ Guide

q  Events q  Product webinars

Measuring & Reporting Performance!Start by splitting your performance

measurement and reporting into three categories!

Business   •  Opportuni-es/Revenue  Sourced  by  Marke-ng  •  Opportuni-es/Revenue  Touched  by  Marke-ng  

Marke-ng  •  Qualified  Traffic  •  Acquisi-on  •  Ac-ve  Prospects  •  Sales  qualified  leads  

Diagnos-cs  •  Program  by  program  metrics  designed  to  

iden-fy  the  right  offers,  messages,  content,  and  channels  

@Brainrider

How To Execute More Relevant Marketing Campaigns

By Leveraging Personalization!

11!

Lead generation is not about !

you.

Your buyer is in"

Buyers need content to make a buying decision.

What’s my problem?

How do I fix my problem?

Are you right for me?

@Brainrider

Buyers look for what they want to know"… not what you want to tell them"

@Brainrider

Offer Relevant Subject Matter Expertise At Each Buyer Decision Stage!

If your customer is asking:

What’s my problem

How do I fix my problem

Are you right for me

They want:

Education & Thought Leadership

Solutions & Product Suitability

Credentials & Decision Support

What to share

with them:

• Trends • Benchmarks • Analyst

coverage • 101 Education • How to guides • How other

people are solving this

• What is the solution & how does it work

• Solution comparisons

• Pitfall analysis • Readiness &

suitability assessments

• How do I choose a vendor

• Pricing • Bench strength

demonstration • Case studies • ROI/TCO • How to buy • Working with us

@Brainrider – tweet this link: http://brshar.es/1qtUy4u

Personalization!

Personalization!

Personalization = Better Relevance!

Start By Segmenting Your Prospects!

Based On What They Want To Know

Gather Explicit Segmentation Using Form Fields!

Gather Explicit Segmentation Using Form Fields!

Gather Implicit Segmentation Using Behavior Tracking!

Help Prospects Manage Their Subscription Preferences!

Email Preference Center

Stream Your Emails Based On Prospect Preferences!

Program Example: Streamed Email Nurturing!Problem: Time consuming, ineffective lead nurturing. "•  Do a better job uncovering leads in our database.!•  Reach more people, more frequently to improve engagement.!•  Build a more efficient and scalable process.!

Solution: New segments, new newsletters, new opt-in categories."•  Create content categories aligned with real customer needs and pains, !•  Segment Tracom’s existing database based on needs and pains!•  Implement new communication opt-in preferences.!•  Execute a segmented newsletter program that ensured any targeted prospect received

a maximum of one email per week.!

Results: “we’re engaging with more customers in a meaningful way, but spending way less time doing it.”"•  Now targeting 25% of their database each month with segmented messaging.!•  Click-through rates have increased to between 10%-20% across all segments.!•  Improved productivity allowing for weekly newsletter deployment using the same

investment in content development and newsletter production.!•  Profile behavior and segment Tracom’s existing database based on needs and pains.! Click to view preference center

and newsletter samples

@Brainrider

Advanced Personalization: Dynamic Web Content!

Personalized For More Information

Offers"

@Brainrider

Advanced Personalization: Dynamic Web Content!

@Brainrider

Resources For Better B2B Marketing!

Or for more B2B Marketing content, visit:!Resources: brainrider.info!Articles: brainrider.com/blog !@Brainrider!linkedin.com/company/brainrider!Scott@Brainrider.com!!

Go  to  brainrider.com/b2b-­‐cheatsheets  to  download  today’s  presenta>on  

Questions?

Scott Armstrong Co-Founder and Partner Brainrider