1

More data on this topicavailable from::

How to Integrate Salesforce &Other CRM Systems into GoogleSearch Marketing

Todd Miechiels, Internet Marketing Stewardwww.miechiels.comMonday, October 29, 2007

More data on this topicavailable from::

2© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Search Marketer’s Challenges

• True value of a visit & lead?• Limited data• Poor & little feedback from sales• Long B2B sales cycles

2

More data on this topicavailable from::

3© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

The Race to Superior Measurement

visits, click through rate, cost per click

conv. rate, # of leads, $ per lead

# of opportunities, cost per opportunity

Closed revenue / campaign cost

ad phrase offer engine

More data on this topicavailable from::

4© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Data is Great but We Need the WholePicture

3

More data on this topicavailable from::

5© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Data is Great but We Need the WholePicture

AdGroup Cost ROISales Training $2,603 113%Call Center $931 565%

Common and prudent action: shift dollars towards “call center”

More data on this topicavailable from::

6© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Data is Great but We Need the WholePicture

Common and prudent action: shift dollars towards “inside sales barriers”

4

More data on this topicavailable from::

7© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Data is Great but We Need the WholePicture

Common and prudent action: shift dollars towards “free trial”

More data on this topicavailable from::

8© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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

5

More data on this topicavailable from::

9© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

More data on this topicavailable from::

10© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

You Create an Ad on Google

6

More data on this topicavailable from::

11© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

People Click on Your Ad

More data on this topicavailable from::

12© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

And End Up on Your Website

7

More data on this topicavailable from::

13© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

You Capture Visitors’ Information

More data on this topicavailable from::

14© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Now You Have a Lead

8

More data on this topicavailable from::

15© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Your Sales Team Works ThoseLeads

More data on this topicavailable from::

16© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

And Turns Them Into Customers

9

More data on this topicavailable from::

17© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Setting Up the SFGA System

More data on this topicavailable from::

18© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Setting Up the SFGA System

10

More data on this topicavailable from::

19© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Setting Up the SFGA System

More data on this topicavailable from::

20© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Setting Up the SFGA System

11

More data on this topicavailable from::

21© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Bam! You’ve Got a Lead in Salesforce.

More data on this topicavailable from::

22© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Track Pipeline Dollars Back toCampaigns

12

More data on this topicavailable from::

23© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Track Revenue Back to Text Ad (Cool!)

More data on this topicavailable from::

24© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Integrated Dashboard Widgets

• revenue• pipeline dollars• leads

• “stock” dashboard atgroup level

• fully customizable atprofessional and up

13

More data on this topicavailable from::

25© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Tying Google Data to Your CustomerData

More data on this topicavailable from::

26© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Increase Acquisitions Without SpendingMore

14

More data on this topicavailable from::

27© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Prove You are Lowering AcquisitionCosts

More data on this topicavailable from::

28© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

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 www.salesforce.com/google

15

More data on this topicavailable from::

29© 2007 MarketingSherpa Inc. This presentation is not for distribution. Thank you.

Credits/Thank YouAnne Holland at MarketingSherpaSean Whiteley at SalesforceDerek Vansant at Artifact Software

Contact Info:Todd Miechielstodd@miechiels.comwww.miechiels.com