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 s into Licensing Leads Salesforce: Managing Relationships with Industry Contacts 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 s into Licensing Leads Salesforce: Managing Relationships with Industry Contacts Content Marketing: Is It a Waste? No.

MailChimp Used for: marketing campaigns Benefits: Detailed stats on who is opening and engaging with your s Cost: Free up to 2,000 subscribers

How We Use MailChimp Create marketing campaign for every new technology – Targeted audience between – Import contacts from categorized database Track user engagement and follow up Provide analytics reports to licensing officers

MailChimp Analytics

Benefits of Using MailChimp Simple campaigns Robust statistics on user engagement Cloud-based Additional features: Newsletter templates, signup forms, Google Analytic integration

Outline Why Marketing Matters MailChimp: Turning s into Licensing Leads Salesforce: Managing Relationships with Industry Contacts Content Marketing: Is It a Waste? No.

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 Search TrafficLinksWhitepapers Campaigns 3 rd Party Tech Databases UC NCDsInbound /Phone Newsletter Inventor Pages 25% 3%55%

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 s 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 Used for: Increasing lead generation and guiding potential licensees to conversion Benefits: Increased 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 marketing Salesforce helps track and manage relationships Content can strengthen your marketing efforts

Get Involved Go to: Download Slides Comment See Lead Generation in Action!

Thank You! Shaun Juncal |

More MailChimp Benefits Google Analytics integration

Other Salesforce Features Marketing automation – Automatically send s 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