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Making Your Life Easier. Marketing for Tech Transfer. October 30, 2013. Shaun Juncal Marketing Manager UCSB Office of Technology & Industry Alliances. Outline. Why Marketing Matters MailChimp : Turning Emails into Licensing Leads

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Making your life easier

Making Your Life Easier

Marketing for Tech Transfer

October 30, 2013

Shaun Juncal

Marketing Manager

UCSB Office of Technology & Industry Alliances


Outline

Outline

  • Why Marketing Matters

  • MailChimp: Turning Emails into Licensing Leads

  • Salesforce: Managing Relationships with Industry Contacts

  • Content Marketing: Is It a Waste? No.


Why marketing matters

Why Marketing Matters

  • Generate real leads that lead to real licensing deals

  • Strengthen your office’s brand on and off campus

  • Create and nurture long-term relationships with industry

  • Gage commercial interest in technologies through market analysis


Marketing results at ucsb

Marketing Results at UCSB

  • 2 pending licenses generated by marketing

  • Key relationships formed with major companies

  • Stronger relationships with faculty and inventors

In the last 9 months UCSB has seen a 300% increase in NCD visits and a 200% increase in pageviews, more than any other UC campus.


Marketing results at ucsb1

Marketing Results at UCSB

  • Confidential technology evaluations by major companies resulting from marketing


Outline1

Outline

  • Why Marketing Matters

  • MailChimp: Turning Emails into Licensing Leads

  • Salesforce: Managing Relationships with Industry Contacts

  • Content Marketing: Is It a Waste? No.


Mailchimp

MailChimp

  • Used for: Email marketing campaigns

  • Benefits: Detailed stats on who is opening and engaging with your emails

  • Cost: Free up to 2,000 subscribers


How we use mailchimp

How We Use MailChimp

  • Create email marketing campaign for every new technology

    • Targeted audience between 10-150

    • Import contacts from categorized database

  • Track user engagement and follow up

  • Provide analytics reports to licensing officers


Mailchimp analytics

MailChimp Analytics


Benefits of using mailchimp

Benefits of Using MailChimp

  • Simple email campaigns

  • Robust statistics on user engagement

  • Cloud-based

  • Additional features: Newsletter templates, signup forms, Google Analytic integration


Outline2

Outline

  • Why Marketing Matters

  • MailChimp: Turning Emails into Licensing Leads

  • Salesforce: Managing Relationships with Industry Contacts

  • Content Marketing: Is It a Waste? No.


Salesforce

Salesforce

  • Used for: Customer relationship management (CRM) and “cradle to grave” tracking

  • Benefits: Cloud-based, very flexible and easy to use

  • Cost: $30/month per user (Enterprise Edition after Salesforce Foundation discount)


Lead generation at ucsb

Lead Generation at UCSB

25%

Search Traffic

Whitepapers

Links

Newsletter

3rd Party Tech Databases

3%

55%

Email Campaigns

Inventor Pages

UC NCDs

Inbound Email/Phone


Tracking leads in salesforce

Tracking Leads in Salesforce

Understanding where leads are coming from allows marketing teams to make informed decisions and maximize efficiency.


Tracking opportunities in salesforce

Tracking Opportunities in Salesforce

Track opportunities as they progress through set stages

Keep track of next steps and “ping dates”


Benefits of salesforce

Benefits of Salesforce

  • Flexible system for managing your potential licensee pipeline

  • Salesforce Foundation offers a 72% discount for non-profits

  • Quantify your office’s processes to better understand and optimize efficiency


Outline3

Outline

  • Why Marketing Matters

  • MailChimp: Turning Emails into Licensing Leads

  • Salesforce: Managing Relationships with Industry Contacts

  • Content Marketing: Is It a Waste? No.

Creating and leveraging content to generate leads and strengthen your brand’s reputation.


Content marketing

Content Marketing

  • Used for: Increasing lead generation and guiding potential licensees to conversion

  • Benefits: Increased credibility, industry outreach, etc

  • Cost: Time


How ucsb uses content marketing

How UCSB Uses Content Marketing

  • Industry specific white papers

  • TIA Blog

  • Other content

    • Success Stories

    • Portfolio descriptions

    • Twitter

    • NCDs (obviously)


Ncd techlisting widget

NCD TechListing Widget

  • Partnered with faculty to add TechListing widget to research group web pages

  • Pilot project – 5 researchers

    • Doubled NCD visits

    • Widgets account for 50% of NCD traffic

    • Extremely well received by faculty


Successes with content marketing

Successes with Content Marketing

  • Leads generated at major companies through gated white papers (no previous relationship)

Fortune 500

Fortune 1000

$133 million annual revenue


Summary

Summary

  • Marketing is good

  • Consider MailChimp if you do email marketing

  • Salesforce helps track and manage relationships

  • Content can strengthen your marketing efforts


Get involved

Get Involved

Go to:

http://tia.ucsb.edu/ipm

Download Slides

Comment

See Lead Generation in Action!


Thank you

Thank You!

Shaun Juncal

[email protected] | 805-893-2073

http://tia.ucsb.edu | @ucsbtech

http://tia.ucsb.edu/ipm


More mailchimp benefits

More MailChimp Benefits

Google Analytics integration


Other salesforce features

Other Salesforce Features

  • Marketing automation

    • Automatically send emails based on a user action or status (ex. Follow up after someone downloads a whitepaper)

    • Customize and automate any communication

  • Robust and customizable reporting

  • Cloud-based collaboration and storage


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