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Campaign & Lead Attribution

CRM Concepts for the Manufacturing Marketer

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Leah Hadgis

CRM Manager & Consultant

Andy Walton

Director of Digital Solutions

• 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education

• Certified Salesforce.com Admin/Dev• Specializes in process design

• 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets

• Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym

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What We’ll CoverAgenda

CRM

How all systems in a company work together with a CRM

Alignment

Aligning sales & mkt, optimizing investments & ROI

Verbiage

Getting on the same page, data dictionaries

Adoption

Maximizing your CRM investment using training methods

Analytics

2.0 ramping up, dashboards, types of metrics

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It’s about people, not systemsWhat is CRM and why is it essential to the manufacturing marketer?

CRM

Marketing

Operations

Client Services

Engineering

Finance & Accounting

HR

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AlignmentThe need to align Sales & Marketing

Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance.

When marketing and sales teams unite around a single revenue cycle, they:

• Dramatically improve marketing ROI

• Sales productivity

• Top-line growth

How is this accomplished?

• Aligning People

• Aligning Systems

People

Systems

Results:

• Improved engagement

• Sales team feedback

• Post-purchase communication

• Accurate lead attribution

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VerbiageGetting on the same page & speaking the same language

Data Dictionaries Help With…• Cross-Departmental Alignment • Data Quality• Data Consistency• Data Control & Process Documentation

• Data Analysis• System Administration• Data Integrity• Efficiency

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In an ever-changing technology world, what is the best way to train CRM users and stay up-to-date on solution improvements, upgrades, and new releases?

Training + Repetition = AdoptionThe best approach to training and CRM management

Weekly: 1 Topic20-30min

Monthly: 4 Topics1-2hrs

Qrtly: New Launch2hrs

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SFDC Contact

AnalyticsTypes of metrics and ramping up

Marketing Conversion

Lead source percentage breakdown of Leads created this year

Geographic location of leads coming in from paid search

Leads with an interest in latest product launch or top 3 product pushes for quarter, from Paid Search

Google vs. Bing vs. LinkedIn, which is bringing in more qualified leads?

Marketing Prospect

•Google Prospect

Marketing Conversion

•Web Form Fill

Sales Prospect

•SFDC LeadSales

Conversion

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AnalyticsDashboards & meaningful insights

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<CRM> + <MFGMarketer> = <3Closing remarks and Q&A