Making Your Life Easier

basheddockDéveloppement de logiciels

21 févr. 2014 (il y a 3 années et 3 mois)

106 vue(s)

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


Salesforce
: Managing Relationships with
Industry
C
ontacts


Content Marketing: Is It a Waste? No.

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


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 UCSB


Confidential technology evaluations by major
companies resulting from marketing

Outline


Why Marketing Matters


MailChimp
: Turning Emails into Licensing
Leads


Salesforce
: Managing Relationships with
Industry
C
ontacts


Content Marketing: Is It a Waste? No.

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


Create email marketing campaign for every new
technology


T
argeted audience between 10
-
150


Import contacts from categorized database


Track user engagement and follow up


Provide analytics reports to licensing officers

MailChimp

Analytics

Benefits of Using
MailChimp


Simple email campaigns



Robust statistics on user engagement



Cloud
-
based



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

Outline


Why Marketing Matters


MailChimp
: Turning Emails into Licensing Leads


Salesforce
: Managing Relationships with
Industry
C
ontacts


Content Marketing: Is It a Waste? No.

Salesforce


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



Benefits:
C
loud
-
based, very flexible and easy to
use



Cost:
$30/month per user (Enterprise Edition
after
Salesforce

Foundation discount)

Lead Generation at UCSB

Search Traffic

Links

Whitepapers

Email Campaigns

3
rd

Party Tech Databases

UC NCDs

Inbound Email/Phone

Newsletter

Inventor Pages

25%

3
%

5
5%

Tracking Leads in
Salesforce

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

Tracking Opportunities in
Salesforce

Track opportunities
as they progress
through set stages

Keep track of
next steps and
“ping dates”

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

Outline


Why Marketing Matters


MailChimp
: Turning Emails into Licensing Leads


Salesforce
: Managing Relationships with
Industry
C
ontacts


Content Marketing: Is It a Waste? No.

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

Content Marketing


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



Benefits:
I
ncreased credibility, industry
outreach,
etc



Cost:
Time

How UCSB Uses Content Marketing


Industry specific white papers


TIA Blog


Other content


Success Stories


Portfolio descriptions


Twitter


NCDs (obviously)

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


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





Fortune 1000

Fortune 500

$133 million annual revenue

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

Go to:


http://tia.ucsb.edu/ipm


Download Slides

Comment

See Lead Generation in Action!

Thank You!


Shaun
Juncal

juncal@tia.ucsb.edu | 805
-
893
-
2073

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


http://
tia.ucsb.edu/ipm

More
MailChimp

Benefits


Google Analytics integration

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