2013 01 17 marketing sales alignment_final
TRANSCRIPT
www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practices for Marketing and Sales AlignmentWorking Through the Funnel
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@AGSalesworks
www.act-on.com | @ActOnSoftware | #ActOnSW
Welcome! Thanks for joining us today.
Atri ChatterjeeChief Marketing Officer
Act-On Software@atrichatt
Pete GraceyCo-founder & President
AG Salesworks@Peter_Gracey
www.act-on.com | @ActOnSoftware | #ActOnSW
Agenda
• Atri Chatterjee• Best Practices for the Funnel• Inbound/Content Strategies• Automate Nurturing Programs• Optimizing Marketing and Sales Initiatives
• Pete Gracey• Implementing Repeatable Processes for Success• Understanding How to Capitalize on MQLs• Optimizing the ROI• Pipeline Visibility/Increasing Revenue
• Q&A• Next Steps
www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practices for the Funnel
Acquisition Programs
• Build Database• Permission-based list acquisition• Data capture
• Attract Attention• Tell the story• Links, videos, and images
• Content Strategies• Blog, website, social media• Right target receiving relevant and engaging content
Key : Gather prospect information where ever possible
www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practices for the Funnel
Nurturing Programs
• Coordinated Campaigns• Editorial Calendar – compelling content and
events• Share your story – easy to embrace and
understand• Sales and Marketing – same coordinated story
• Scoring• Segmentation and nurturing based on actions • Who gets what based on what they have done
• Feedback• “Know” how they are finding you• Constant iteration to keep content fresh• Take advantage of repurposing content
Key : Unified front of all touch points from you to your prospects
www.act-on.com | @ActOnSoftware | #ActOnSW
Best Practices for the Funnel
Customer Retention
• Customer Focused• Clear and concise messaging• “Call To Action” at every touch
• Right Analytics and Metrics• Track activity• Reach out based on certain criteria• Refine, adjust, and update
• Website Presence• Track visitors – correlate to campaigns• Unique URLs – email, social, landing pages• Webinars – useful content that augments marketing efforts
Key : Communicate what the prospect wants, refine it, and nurture the prospect
www.act-on.com | @ActOnSoftware | #ActOnSW
Inbound/Content Strategies
Develop Great Content
• Partner with Industry Thought Leaders
• Capture Emergent Trends/Topics
• Co-sponsor Compelling Content• WP, case studies, webinars, virtual events
• Repurpose Content • Create once – use many
Key : Create a hub of compelling and contemporary content – reuse as appropriate
www.act-on.com | @ActOnSoftware | #ActOnSW
Inbound/Content Strategies
Deploy Great Content
• Continuously Refresh Content• Update with new content reflecting
industry trends• Provide information that compels
prospect engagement
• Promote Services and Product Offerings• Website, social media, email
• Call to Action• Motivated to visit• Move through the funnel
Key : Tailor website content to move prospects through the funnel
www.act-on.com | @ActOnSoftware | #ActOnSW
Inbound/Content Strategies
Engage the Audience
• Current, Compelling and Engaging Content
• Progress the Prospect Through Funnel• Right information• Right time • Right prospect
• Educate Over Time• Subtle promotion
Key : Nurture and provide prospects with information to move through the funnel
www.act-on.com | @ActOnSoftware | #ActOnSW
Automate Nurturing Programs
Automation and Scoring
• Understand the Key Drivers for Conversion
• Automate Based on Responses and Activity
• Design Score Build-up Based on Prospect Habits• Download, attendance, etc.
Key : Score key activities by key individuals to prioritize prospects
www.act-on.com | @ActOnSoftware | #ActOnSW
Key : MQLs should feel a strong relationship has been established
Optimizing Marketing and Sales Handoff
Audience Insight
• Capture Behavior• Content accessed • Actions taken• Prioritize by scores
• Utilize insight to Empower Sales• Highlight pain points and needs
• Audience Engagement• Shown level of interest• Engagement with sales team
www.act-on.com | @ActOnSoftware | #ActOnSW
Optimizing Marketing and Sales Handoff
ROI and Sales Outcomes
• Measure, measure measure• From first contact to close
and beyond• Quantity, quality, time spent
in stages of pipeline, etc.• Review metrics regularly
• Collaborate• Focus on the facts• Be ready to experiment• Change tactics over time
based on results
Key : Collaborate to measure key indicators and improve based on results
Campaigns Leads Opportunities Wins
© 2012 AG Salesworks © 2012 AG Salesworks
Best Practices for Sales and Marketing Alignment
Working Through the Funnel
© 2012 AG Salesworks
The Challenges our Customers face
14
Ideal Customer Profiling Database
Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis
© 2012 AG Salesworks
Ideal Customer Profiling
“Must Win” Accounts• Demographics• Firmagraphics• Past Success• Past Losses
15
Ideal Custome
r Profiling Databas
e Manage
ment
Tactical Outbound Messagin
g
Email Marketing Automati
on
Fully Qualified Lead
Delivery
Closed Loop
Feedback
ROI Analy
sis
© 2012 AG Salesworks
Database Management
o Data Hygiene Standards
o Minimum Quality Requirements
16
Ideal Custom
er Profiling Database
Management
Tactical Outboun
d Messagin
g
Email Marketin
g Automati
on
Fully Qualified Lead
Delivery
Closed Loop
Feedback
ROI Analy
sis
© 2012 AG Salesworks
o Pain Focused
o Title specific
o Competition Ready
17
Ideal Customer Profiling Database
Management
Tactical Outbound Messaging
Email Marketing
Automation
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis
Tactical Outbound Messaging
© 2012 AG Salesworks
o Individual Act-On Instance
o Automation for Telequalifying
o Incorporation of all corporate campaigns
18
Ideal Custom
er Profiling Databas
e Manage
ment
Tactical Outbound Messagin
g
Email Marketin
g Automati
on
Fully Qualified Lead
Delivery
Closed Loop
Feedback
ROI Analy
sis
Email Marketing Automation
© 2012 AG Salesworks
Fully Qualified Lead Delivery
o Deep and Relevant Pain
o D-Maker or direct pass down
o Willingness to spend
o Scheduled conference call
19
Ideal Custom
er Profiling
Database
Management
Tactical Outbound Messagin
g
Email Marketing Automati
on
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analy
sis
© 2012 AG Salesworks
Closed Loop Feedback
o Did the call occur? • Goal = 70-90%
o Was our information valid?• Goal = 90-100%
o Is there a next step in the process?• Goal = 80-90% Conversion
20
Ideal Custom
er Profiling
Database
Management
Tactical Outbound Messagin
g
Email Marketing Automati
on
Fully Qualified Lead
Delivery
Closed Loop
Feedback
ROI Analy
sis
© 2012 AG Salesworks
ROI Analysis
o 50x your original campaign investment in Stage 1 Pipeline
o Over 50% to forecast
o Closed business
21
Ideal Custom
er Profiling
Database
Management
Tactical Outbound Messagin
g
Email Marketing Automatio
n
Fully Qualified
Lead Delivery
Closed Loop
Feedback
ROI Analysis
www.act-on.com | @ActOnSoftware | #ActOnSW
Q&A
• Pete Gracey• Co-founder & President• AG Salesworks
• Atri Chatterjee• Chief Marketing Officer• Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW
Next Steps
• www.agsalesworks.com• Visit our site
• Get in touchCall: 781.702.6999Email us:
• www.act-on.com• Visit our site• Sign-up for a demo
• Get in touchCall our hotline at:
877.530.1555Email us: sales@act-
on.com