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Salesforce.com Todd Forsythe, Vice President of global marketing campaigns, gave a presentation on the energetic uses 2010 Marketo (Marketo is the TopRank Online Marketing client) on how Salesforce aligns marketing sales.  The following is a summary of the main presentation – including encapsulate key for B2B sales and marketing teams:

Sales and marketing are second nature in Salesforce now, we will show how trusted brand, Salesforce integrates sales and marketing throughout all our tactics, why it is essential also for your B2B brand.

  Thriving picture quickly shifting media 

Changing the landscape of media faster than anyone to imagine.How marketers might, durable design with this dynamic landscape?Remember, one thing hasn't changed is constant throughout this alignment between sales and marketing to drive business required. This is required for all landscapes. sales and marketing together is the secret sauce for the way we're going to market. However said, staying at the crucial. 

Some of the trends that you need to be aware of: 

  Last year was the first year of the number of social network users email surpassed users. Broad changes bashimosh online for the first time, Facebook is the dominant way users looking for information on this consumers and prospects webDevices you use to access the Internet also quickly change – there is a mobile explosive growth 

There are many advantages to be a marketer in Salesforce but this sticky we adopted approach for modern marketing.  We looked at were spending dollars and we decided to blow up our marketing mix model and move everything around during the night. we assume is risky: 

Demand generation took traditional spend down 69% (display, paid search, direct marketing and traditional marketing of third-party email etc.) invested in social media and video entry charoci master.  1300% year over year growth in the number of videos we produce talks about how our product benefits to customers.  1700% leaf views.Documentary social contacts up to 400%. 

  What happened to the pipeline and revenue?We are providing leads to 33% more – and a pipeline up to 18% per year during the year.We are producing more by spending less money by leveraging the changing media landscape.

  This, combined with the promise of sales and marketing work together was effective. We believe that traditional marketing dated model.One of the things that you notice about the traditional sales funnel is at the end of the process.  How do you think bashilov with sales at the end?  

Based on which we made changes to the marketing mix, we have created our different model to manage our business to.This frame, in summary, it is everything we do in marketing has to drive the conversation between sales and marketing.This call is based on the fundamental two models in the sales and marketing it is our goal to be a market, sales and customers:

  Pages 3 of dialog marketing 

  Evangelism in marketplaceEngagement with customerBuilding maintain customer community

  One of the most exciting things our Salesforce Marketing is the relationship between our clients and our internal staff, and all the data and the one which is important when you begin to consider the relationship between marketing and sales.If you have all your applications and information in one platform that manages and leads, opportunities, you have information about the effectiveness of this new model that everyone can leverage powerful.

Not a day passes marketer at Salesforce not move our collaborative environmentThey should use it because the business is the application that gives us real-time marketing mix, fill in, diving deep into the sales view of our business.Type of ROI analysis we can do by marketing, sales, together we look at the performance of the campaign all the way down to the level representation borders rep.

Another secret to us is a true partnership between marketing and sales need sales. presentations, and content analyses, they need it now in terms of marketing, we need real-time visibility to respond to the digital baolm, real-time collaboration in sales.

To know the marketing model

If your business is small, stimulates leads to medium and large you are going to have different challenges, we have all the solutions and that we are dealing with very different models of sales we concluded there are two types of marketing models to focus on:

Relationship marketing model – a very complex – buying times can change over long periods, there may be multiple influencers and partners number decision-makers. role of marketing in buying process model has development.Transactional marketing model – this is where the client knows what they want and who buy the product from.Not a lot of decisions and the role of marketing go very deeply into the product purchase.Demand generation can be the main tool.

Leif marketing model is designed for SMB and Enterprise transactions.Here's how we can divide the market:

Small & very small businesses, general business/mid-marketEnterprise.

"Model Knights 4"

In Salesforce, this model is composed of the following elements

SalesAlliancesMarketing SalesInside

What it means to be a target marketing sales as. average percentage of marketing across our entire mixture is 26% – showing how important our business marketing. for this reason, sales and marketing is so tight, if sales misses its target marketing might miss their Commission when they work together, they all have targets for pipeline work.

We keep track of all these "Knights" executive-level — they receive reports by Knights and by GEO to save their fingers on the pulse of what's going to all the difference.

Because marketing marketing responsible for revenue, Knights means marketers have metrics tagged to revenue and revenue pipeline means their strike targets. have incentives to hit targets because it affects their business.

Marketing tactics must engage in the sale process

Relationship marketing model, we must avoid building lists based on pre-determined criteria. We collaborate with sales to identify strategy and they want to attack and we do not mass-demand generation, we use dedicated campaigns. the following is a sample program that we ran our cloud service:

We have worked with sales and identified their accounts to their space on the top competitive – 2,000 top went and we created accounts. hand-built, tested, a custom list for these competitors we communicate personal sales reps to each client and then for the top 100, we hand selected accounts and offers migration. was very targeted versus general mass demand.

Emails were triggered by the interaction of sales through the odds "journey" we measure the effectiveness of this, it is more vmchpila the results of a simple one off emails.

You need a marketing process assigns to the edge for the integration of Salesforce has sales and marketing. processes across sales and marketing – it's that simple and it does not deviate by product or sales and performs particularly well.

Web based sales optimization

When we look at the optimization, we optimize against the sales pipeline. so when we look at the changing navigation, not pure look at click through rate or the rate of the jump, but how do some items in our enhanced pipeline.

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