Market where your prospects are looking – There are many tools—both free and available for a
fee—to help you make sure people find your site when they search.
• Use Google AdWords – Capture prospects that use Google to search for your designated
keywords and generate leads automatically. Then segment those leads so your reps can follow
Check the AppExchange – Look for apps that will enhance your SEM efforts. For example, the
free edition of the app SEO for Salesforce automatically connects to intelligence data through
Google Analytics. Use this information to track lead origins and report by search engine, search
type, keyword, and campaign through your entire sales cycle.
Use the social cloud – Be ready to take advantage of the latest trend in marketing—using social
networking—and salesforce.com’s tools to help you capture leads from those areas. For example,
check out AppExchange apps that help you promote your product through Twitter campaigns and
automatically capture leads from Twitter, such as Toucan CRM.
Evaluate your lead sources – In the past, it was difficult to see which lead sources performed
best. With the analytics functionality of Salesforce CRM, it’s easy to track how lead sources
perform, so you can invest in those marketing techniques that get the best results. For example,
check out the lead and opportunity management dashboards on the AppExchange.