Sales Acceleration with Marketing Automation
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Jen Stretch, Principal Consultant at HomeStretch Marketing presents "Sales Acceleration with Marketing Automation" at the BMA Carolinas Connect2Education B2B Marketing Workshop
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Sales Acceleration with Marketing Automation
- 1. Sales Accelera.on with Marke.ng Automa.on Jen Stretch jen@homestretchmktg.com @HomeStretchMKTG
- 2. Your Company’s Central Nervous System CRM Image Source
- 3. CRM + MarkeCng AutomaCon? 3 CRM • Email MarkeCng • Landing Pages • Lead Scoring • Buying Personas • Dynamic Content • Website Tracking • Social Media • AnalyCcs & ROI • + More!
- 4. Why MarkeCng AutomaCon? Today’s modern consumer is 2/3 through their research before they’re even willing to talk to you. Image Source
- 6. The TradiConal Sales Funnel Sales Responsibility MarkeCng Responsibility
- 7. The Leaky Funnel $
- 8. The New Sales & MarkeCng Funnel Sales Responsibility MarkeCng Responsibility
- 9. Big Brother is Watching A JavaScript snippet is placed on each page of your website and automaCcally tracks and scores how users interact with your website, content, and media. <script type='text/javascript'> /* <![CDATA[ */ var tocplus = {"visibility_show":"show","visibility_hide":"hide","width":"100%"}; /* ]]> */ </ script><script type='text/javascript' src='hWp://www.pardot.com/wp-‐content/plugins/ table-‐of-‐contents-‐plus/front.js?ver=1308'></script><script> jQuery(document).ready(funcCon() { var currentItem = 0; var numberOfItems = jQuery('.tabbable .home .whaCs .nav.nav-‐tabs li').length; var infiniteLoop = setInterval(funcCon(){ if ( currentItem == 0 ) { currentItem = 2; } else if ( currentItem == 2 ) { currentItem = 1; } else { currentItem = 0;; } jQuery('.tabbable .resources .nav-‐ tabs > li a').eq(currentItem).tab('show'); }, 5000); jQuery('.tabbable .resources .nav-‐ tabs > li a').hover( funcCon(){ clearInterval(infiniteLoop); } ); var maxHeight = -‐1; jQuery('.tab-‐pane').each(funcCon() { maxHeight = maxHeight > jQuery(this).height() ? maxHeight : jQuery(this).height(); }); jQuery('.tab-‐pane').each(funcCon() { jQuery(this).height(maxHeight); }); }); </script>
- 10. Understanding Digital Body Language Behavioral Informa.on Demographic Informa.on Product Usage Visited web pages Company locaCon Product line Played videos Company size Data usage Downloaded material Job Ctle # of licenses Webinar registraCon Company revenue # of products sold Requested demo Industry Time since last use
- 11. Scoring Threshold Lead Score 0-‐30 31-‐69 70-‐100 Lead Status New Lead Contacted MQL SAL Working SQL Qualified Unqualified Ownership MarkeCng Inside Sales Sales Rep
- 12. Send Relevant Content to the Right Person Image Source
- 13. Create Dynamic Content Image Source
- 14. Nurturing with CondiConal Logic
- 15. CRM Transparency
- 16. Lifecycle & MarkeCng ROI ReporCng
- 17. MarkeCng & Sales Alignment Image Source
- 18. NOT: A Magic Switch
- 19. NOT: An Easy BuWon
- 20. NOT: Batch & Blaster Image Source
- 21. The Players CRM: • Salesforce (costs starCng at $25/user/month – FREE trial!) • Zoho (free ediCon, paid accounts starCng at $12/user/month) • MS Dynamics (starCng at $65/user/month) • Oracle (starCng at $100/user/month) Marke.ng Automa.on PlaEorms: • Marketo (starCng at $895/month) • Pardot (starCng at $1000/month) • Eloqua (starCng at $2000/month) Combined CRM & Marke.ng Automa.on PlaEorms: • Infusionso~ (starCng at $299/month) • Hubspot (starCng at $800/month) NOTE: these are base prices that are subject to change.
- 22. Don’t Boil the Ocean Image Source
- 23. Workshop: Scoring Threshold Lead Score 0-‐30 31-‐69 70-‐100 Ownership MarkeCng Inside Sales Sales Rep
- 24. Workshop: Lead Scoring AMribute Value Score Notes Visited Web Page Demo Page +15 Has form Pricing Page +10 Company Page +5 AMribute Value Score Notes Job Title CEO, CFO, CxO +15 Use contains VP, President +10 Manager, Coordinator +5 Exact Match
- 25. Workshop: Lead Stages New MarkeCng Qualified Nurturing Sales Accepted Qualified Won
- 26. Workshop: List SegmentaCons • CompeGtors • Prospects (not a paying client) • Clients by product/service
- 27. Workshop: Lead Nurturing Campaigns • Users in a free trial • Users with a lead score less than 50 • InacGve prospects (no recent acGvity)
- 28. Contact HomeStretch MarkeCng for Salesforce, Marketo and Pardot consulCng, implementaCon and training services. 866-‐330-‐8263 homestretchmktg.com Presented at the BMA Connect2EducaCon B2B MarkeCng Workshop on November 20, 2014 by Jen Stretch.