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echogravity sugar crm inbound marketing 4-19-12

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With content marketing and social media continuing to boom, the number of channels to pay attention to is quickly becoming a complex process for most organizations. In order to help manage this …

With content marketing and social media continuing to boom, the number of channels to pay attention to is quickly becoming a complex process for most organizations. In order to help manage this complexity, companies are seeking a way to organize inbound marketing activities so that lead generation and contact management are channeled into a single repository. The foundation of capturing and storing this information is a vital part of any business strategy when it comes to acquiring and landing new clients.

In this webinar presentation (dated 4/19/12), Kevin O'Brien of echogravity will explore options to stage your marketing execution so that SugarCRM can serve as the repository for lead capture through various channels across your content, social and SEO marketing strategies. Arming your sales force with accurate lead data and intelligence on new opportunities can accelerate your business without losing opportunity information.

Published in: Business, News & Politics

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  • 1. Using SugarCRM fora Lead Generation and Inbound Marketing Hub .4.19.12 ©Copyright 2012, echogravity, Inc.
  • 2. Webinar Series1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub2. MAY 3: SugarCRMs Secret Weapon: Marketing Campaigns3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow 2
  • 3. About Me CEO and Co-Founder of echogravity Inbound marketing and public relations firm that builds target market awareness and lead generation for SMB B2B companies. 3
  • 4. Objectives of this Webinar1. Communicate how content and social media marketing can be a front end mechanism for building your Inbound Marketing Strategy with SugarCRM.2. Explore how SugarCRM web-to-lead forms capture new prospects and leads.3. Understand why SugarCRM is the complete foundation for lead generation, marketing automation and sales conversion.4. Get you coming back for #2 and #3! 4
  • 5. What is Inbound Marketing?Inbound marketing is a marketing strategy thatfocuses on attracting prospective customers byoffering useful information. Brian Halligan,cofounder and CEO of HubSpot, claims hecoined the usage of the term in this sense. -wikipedia 5
  • 6. Why is it time to pay attention to Inbound Marketing?• Social Media distribution vehicles (twitterfeed/social sharing)• Interruption marketing is lessening• Available content and educational materials are growing at an exponential rate• Connection with buyers happens 24/7• SEO’s connection with content 6
  • 7. Challenges with CRM• Current data is usually fragmented and old• Executive management isn’t enforcing sales team data input and integrity• Contact management and data inquiry is the main use for the system• Lack of knowledge of all the capabilities of the tools
  • 8. The Opportunity with SugarCRM• Prospect Data Store• Lead Collection• Automated Lead Routing• Nurture Marketing• Analytics and Campaign Testing 8
  • 9. SugarCRM Modules 9
  • 10. SugarCRM as the Hub5 Keys to Implementation:1. Integration using web-to-lead forms2. SugarCRM dropdown fields3. Campaign Management (webinar #2)4. Segmenting data and using Nurture Marketing5. Usage of workflow (webinar #3) 10
  • 11. Ideal State Populate SugarCRM Generate Leads Hit the Target Market Build SocializeContent Content Create Revenue 11
  • 12. Integration using Web-to-Lead Forms Contact Us Form Calls to ActionDownload Form 12
  • 13. Integration using Web-to-Lead Forms 13
  • 14. Integration using Web-to-Lead Forms 14
  • 15. Utilization of Dropdown Fields 15
  • 16. Form to Lead Populate SugarCRM 16
  • 17. Campaign ManagementMore to come in Webinar #2 on Campaign Management 17
  • 18. Segmenting Data for Nurture Marketing There are a number of ways to do this!Campaign Status 18
  • 19. Workflow (webinar #3) 19
  • 20. RecapUsing SugarCRM fora Lead Generation and Inbound Marketing Hub 20
  • 21. Step #1:Prepare SugarCRM to Receive Activity 21
  • 22. Step #2: Tie it All Back Through FormsCreate Landing Pages with Form 22
  • 23. Step #3: Create WorkflowDesign Lead Capture Process Build in SugarCRM Test the System 23
  • 24. Step #4:Plant Social and Content Seeds Opt In List Email Marketing Survey/Respondents/ Prospects Landing pages Website Call to Action Buttons across web site Content Client List Call to Action Buttons across web site Relevant Blog Series Media 3rd Party Social Media Channels LinkedIn Groups and other Syndication social bookmarkings Whitepaper Websites 24
  • 25. Step #5: Results-Lead Capture Watch traffic buildSleep while the engine works 25
  • 26. Step #5: Results-Sales DevelopLead Workflow, Funnel Management and Sales Conversion 26
  • 27. But, there is more! The Domino Effect fromImplementing this Strategy 27
  • 28. Site Traffic Blossoms Over Time• New prospect traffic grows• SEO and rankings climb• Increase pageviews, time on site and reduction in bounce rates 28
  • 29. You Become Known in your Space 29
  • 30. SugarCRM’s Impact to Your Business Capture new prospects Optimize sales and marketing resources Report more accurate information for executive management Generate clear ROI on marketing campaigns 30
  • 31. What to Remember The foundation is critical- data, systems and web site Frequency and relevance is a must Connection with Buyer Personas is key to the strategy Content must be compelling, intelligent and interesting Pay close attention to detail when using marketing automation in SugarCRM Stay committed to the plan and process 31
  • 32. Webinar Series1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub2. MAY 3: SugarCRMs Secret Weapon: Marketing Campaigns3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow 32
  • 33. Thank Youwww.echogravity.comkevin@echogravity.com 33