Download - Marketing automation for Salesforce.com
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SalesFUSION Webinar - Best practices for integrating marketing automation to Salesforce.com
Marketing Automation For…
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What we’ll cover today
• State of b2b lead gen in 2012• A marketing automation primer• Defining a lead to revenue management model for your
company• Integrating marketing automation with CRM• Key metrics and programs• Roles and responsibilities of marketing & sales• Improving the selling experience with marketing data• Brief demo
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About SalesFUSION
• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• AppExchange certified since 2007• Lowest point-of-entry cost for a MA platform • Known for hands-on, personalized service
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Marketing automation is
• Process and technology combined• Collaboration between marketing and sales• Analytics to track the revenue output of campaigns• Data-driven sales • Data-driven marketing• Technology integration between marketing and sales• Focus on managing the lead to revenue cycle
Lead to revenue management is the byproduct of integration between marketing and sales technologies
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Marketing Automation Primer
Marketing automation is NOT the ability to mass email from CRM
•Multichannel campaigns – email, web, social•Outbound & Inbound •Manages the lifecycle of the lead from capture to closure•Enriches CRM with marketing intelligence
Yeah! I can send an email
campaign from CRM!!!!!!
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Marketing Automation Primer
Enabling technologies in MA Software
•Multifunctional platform includes – email, landing pages, lead scoring & mgt, website tracking, event management, web-based marketing programs….•Drip & Nurture-based programs•Lead Management •Website Management•Online programs management – inbound and outbound
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Marketing Automation starts with lead generation
Stages of marketing automation
• Demand generation • Lead capture• Lead scoring• Lead routing• Lead tracking• ROI Analysis
Programs – Inbound/outbound Landing pages, website, social Behavior & demographics Sales assignment, geos & roles Connection between campaigns/leads Opportunity linked to lead to campaigns
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Demand & lead generation
Where are leads originating from in 2011 – 2012 (projected) Estimates based on multiple sources/research analysts – represent averages
•Referrals/Personal connections = 30-40%•Corporate Website = 20-25%•Email marketing – 10-15%•Advertising = 6-9%•Social Media = 1-3%•Other (includes cold calling) = 10-12%
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Lead to revenue management
Facilitated and optimized using nurture-based programs
•Drip & Trigger-based email campaigns•Personalized, reactive campaigns •Behavioral segmentation•Content-driven
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FORRESTER’S MARKETING AUTOMATION MATURITY MODELOctober 2010 “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales”
What type of b2b marketer do you want to be???
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Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
Fundamental issues with lead to revenue managementOften caused by mis-matched technology and poor process planning
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Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads
Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell
• Changing traditional roles• Inside sales is no longer a sales function• Skill-sets for inside sales are changing• Marketing – ½ Focus on brand & ½ Focus on Upper
Funnel Development
Marketing & Sales Roles in lead to revenue management
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Defining your lead to revenue management model
• Target markets• Generating demand & awareness (programs)• Verticals, geos, sales roles• Defining MQL (marketing qualified lead) vs SQL (sales
qualified lead)• Refine the initial scoring model• Define routing rules• Define success metrics• Test over 90-days & adjust
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Data-Driven Sales
• CRM with the power of marketing intelligence, useful sales data and rational workflow
• Best chance for connection with prospects
• Calls transformed from “Taking” to “Offering”
• Stigma of cold calling is eliminated• Empowered telesales personnel
perform better
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What does this look like in CRM?
• Brief demo – lead scoring• Brief demo – data-driven sales in CRM• Brief demo – lead to revenue reporting
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The importance of marketing automation tools
• Provides a mechanism for real-time lead monitoring• Reduces lead response time• Allows for enrollment in pre-defined trigger
campaigns• Increases touches in first 30-days following initial
inquiry• Allows for research and appending of data through
sources such as Jigsaw• Alerting via email ensures leads are touched quickly
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How important is this to your upper funnel success?
According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to CRM/Sales….
•Inside sales achieves quote 11% more when marketing automation is deployed•Lead conversions (to opportunities) increased by 7%•Inside sales make an additional 7-9 connects per day•Overall sales team quota achievement is higher by nearly 3%•Company revenue is higher by over 3%
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Questions?Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com
We Provide a complete MA Solution at an affordable price• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management