When	  Marke2ng	  and	  CRM	  Automa2on	               Make	  a	  Great	  Team	                  Marc	  Chesley	  VP	  of	...
What	  is	  Cloud	  Compu>ng?	  
Cloud	  Compu>ng	  Defini>ons	  
What	  it	  Boils	  Down	  to	  –	  Common	  Elements	  	  
IT	  Infrastructure	  	  
@GuitarLawyer	  
When	  Marke>ng	  and	  CRM	  Automa>on	            Make	  a	  Great	  Team	  
RIP…	  
Tools	     +	   Tac>cs	   -­‐	   Strategy	   =	         CHAOS	  
Integrate	  your	  inbound	  &	  marke>ng	  	    automa>on	  strategies	  
Be	  a	  team	  
Inbound	  marke2ng	  is	  like	                           fishing	  
Know	  where	  your	     target	  market	  is	  
Understand	  your	                                  target	  market	                                    Wants	  &	  Desire...
Use	  the	   right	  bait	  
Use	  the	    right	  bait	             Use	  the	  right	  content	  
Use	  the	                        right	  content	                      JOIN	  THE	  CONVERSATION	  	                     ...
Examples:	          Ebooks	                  Free	  Reports	            Video	           Exclusive	  Membership	          ...
This	  is	  NOT	    CATCH-­‐AND-­‐RELEASE	                 It	  is	  	  CATCH-­‐AND-­‐FOLLOW	  UP	  
Email	  is	  s>ll	  the	           inner	  sanctum	  
Email	  is	  s>ll	  the	                                                             #1	  method	                         ...
Just	  because	  you’ve	  captured	  a	  lead	     and	  can	  now	  send	  them	  email,	  doesn’t	  mean	  you’ve	  earn...
 	  	  	  	  	                          NOT	  about:	            It	  is	  	  seeng	  up	  a	  42-­‐step	  autoresponder	 ...
It’s	  about	  being	  Targeted	                           Relevant	                              Building	  a	  	        ...
All	  while	  being	  efficient	  
Nothing	  to	  do	  with	  the	  medium.	  	              It’s	  the	  style	  of	  communica2ons.	  
Behavior,	  trigger-­‐based	  ac>ons.	  	  HELPFUL	  VERSUS	  PUSHY	  
Three	  Black	  Holes	      1	                2	                3	   LOST	               LOST	        LOST	  TRAFFIC	     ...
The	  Solu>on	  
It’s	  about	  Building	  a	  process	  
A	  Framework	         for	  business	  growth	  strategy	  integra>ng	  lead	  gen	  and	  lead	  management	  
          PCL	     the	  Perfect	  Customer	  Lifecycle	  
1	   2	   3	   4	  5	   6	   There	  are	                      7	                        Stages	  
Framework	  for	  your	  plan:	       The	  Perfect	  Customer	  Lifecycle	  AZract	       Capture	      Nurture	      Con...
PCL	  the	                                       Map	  out	  the	  plan	            AZract	     Capture	        Nurture	  ...
Example	  –	  Financial	  Planner	  
Example	  M.A.P.	  
PCL	  the	                                Traffic	  Ahrac>on	  Strategies	            Ahract	                   Capture	    ...
PCL	  the	                                  Lead	  Capture	  Strategies	            AZract	            Capture	   Nurture	...
PCL	  the	                            Lead	  Nurture	  Strategies	            AZract	     Capture	                  Nurtur...
Did	  you	  know?	                48%	                                    1	        2%	                                24%...
PCL	  the	                         Sales	  Conversion	  Strategies	            AZract	      Capture	            Nurture	  ...
PCL	  the	                    Wowing	  Customer	  Strategies	            AZract	         Capture	                 Nurture	...
PCL	  the	                                       Upsell	  Strategies	            AZract	     Capture	      Nurture	       ...
PCL	  the	                                      Referral	  Strategies	            AZract	     Capture	               Nurtu...
Map	  your	  PCL	                                       WRITE	  DOWN	  YOUR	  KEY	                                      TA...
Let	  us	  know	  how	  we	  can	  help	               @GuitarLawyer	               @Infusionson	  
When Marketing and CRM make a Great Team - Marc Chesley
When Marketing and CRM make a Great Team - Marc Chesley
When Marketing and CRM make a Great Team - Marc Chesley
When Marketing and CRM make a Great Team - Marc Chesley
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When Marketing and CRM make a Great Team - Marc Chesley

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Presentation for the Small Business Success Forum from Marc Chesley of Infusionsoft. Follow Marc on Twitter: @GuitarLawyer

Learn more about why Infusionsoft is the only all in one sales and marketing software for small businesses at www.infusionsoft.com

Published in: Business, Technology
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When Marketing and CRM make a Great Team - Marc Chesley

  1. 1. When  Marke2ng  and  CRM  Automa2on   Make  a  Great  Team   Marc  Chesley  VP  of  Development  and  Technology   @GuitarLawyer  
  2. 2. What  is  Cloud  Compu>ng?  
  3. 3. Cloud  Compu>ng  Defini>ons  
  4. 4. What  it  Boils  Down  to  –  Common  Elements    
  5. 5. IT  Infrastructure    
  6. 6. @GuitarLawyer  
  7. 7. When  Marke>ng  and  CRM  Automa>on   Make  a  Great  Team  
  8. 8. RIP…  
  9. 9. Tools   +   Tac>cs   -­‐   Strategy   =   CHAOS  
  10. 10. Integrate  your  inbound  &  marke>ng     automa>on  strategies  
  11. 11. Be  a  team  
  12. 12. Inbound  marke2ng  is  like   fishing  
  13. 13. Know  where  your   target  market  is  
  14. 14. Understand  your   target  market   Wants  &  Desires    Industry  Specific    Forums  &  Communi2es     Where  are  the  Influencers?   Fears  &  Pains   Trade/Industry   Specific  Websites   Demographics  
  15. 15. Use  the   right  bait  
  16. 16. Use  the   right  bait   Use  the  right  content  
  17. 17. Use  the   right  content   JOIN  THE  CONVERSATION     IN  YOUR  PROSPECT’S  MIND   WHAT  ARE  THEY  THINKING  ABOUT?   DESIRES   PAINS  What  content  will  help?   Show  Examples   Be  the  Expert.  
  18. 18. Examples:   Ebooks   Free  Reports   Video   Exclusive  Membership   Get  a  Quote  Free  Trial   Contest  Drawing   Coupons   Podcast   Survey   Live  Event   RSS  Feed   Teleseminar   Audio  Download   Webinar  
  19. 19. This  is  NOT   CATCH-­‐AND-­‐RELEASE   It  is    CATCH-­‐AND-­‐FOLLOW  UP  
  20. 20. Email  is  s>ll  the   inner  sanctum  
  21. 21. Email  is  s>ll  the   #1  method   H O W   D O   Y O U   P R E F E R   T O   H E A R   %   O F   A B O U T   S A L E S   A N D   P R O M O T I O N S ?   R E S P O N D E N T S   Promo2onal  emails   64%   This  company’s  website   21%   Postal  mail   25%   Don’t  want  communica2ons   50%   Television   10%   Social  media  websites  (Facebook,  TwiZer,  YouTube)   8%   Mobile  phone  text  messages  or  alerts   5%   Radio     3%   Other   2%    *ForeSee  Results  
  22. 22. Just  because  you’ve  captured  a  lead   and  can  now  send  them  email,  doesn’t  mean  you’ve  earned  the  right   TO  SELL  
  23. 23.             NOT  about:   It  is    seeng  up  a  42-­‐step  autoresponder     to  hammer  people  
  24. 24. It’s  about  being  Targeted   Relevant   Building  a     rela2onship   Timely   Personalized   To  create  goodwill,  educate,                        and  convert  
  25. 25. All  while  being  efficient  
  26. 26. Nothing  to  do  with  the  medium.     It’s  the  style  of  communica2ons.  
  27. 27. Behavior,  trigger-­‐based  ac>ons.    HELPFUL  VERSUS  PUSHY  
  28. 28. Three  Black  Holes   1   2   3   LOST   LOST   LOST  TRAFFIC   LEADS   CUSTOMERS  
  29. 29. The  Solu>on  
  30. 30. It’s  about  Building  a  process  
  31. 31. A  Framework   for  business  growth  strategy  integra>ng  lead  gen  and  lead  management  
  32. 32.   PCL   the  Perfect  Customer  Lifecycle  
  33. 33. 1   2   3   4  5   6   There  are   7   Stages  
  34. 34. Framework  for  your  plan:   The  Perfect  Customer  Lifecycle  AZract   Capture   Nurture   Convert   Deliver   Upsell   Get  Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals  
  35. 35. PCL  the   Map  out  the  plan   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   SEO   AD   +   +   $   +   +   PPC  
  36. 36. Example  –  Financial  Planner  
  37. 37. Example  M.A.P.  
  38. 38. PCL  the   Traffic  Ahrac>on  Strategies   Ahract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   1   Content  is  king  (blog  posts,  videos,  etc.)      /    Social  media      /    Online  Marke2ng  (PPC,  SEO)      /    Referrals,  Partners  
  39. 39. PCL  the   Lead  Capture  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   2   Opt-­‐in  for  free  report,  video,  premium  content,  etc.      /      Request  a  quote,  get  a  demo,  free  trial   Offers,  coupons,  contests        /      AZend  live  event,  webinar,  teleseminar  
  40. 40. PCL  the   Lead  Nurture  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   3   Create  custom  campaigns  for  hot,  warm  and  cold  leads      /      Personaliza2on  is  key   Make  every  message  relevant,  useful  
  41. 41. Did  you  know?   48%   1   2%   24%   2   3%   %  of  deals  that  close   12%   3   4%   %  of  calls  a  company  makes   6%   4   10%   10%   5   81%   It  takes  an  average  of  five  sales  calls  to  close  a  deal,     but  most  salespeople  give  up  aner  just  one  or  two  calls  
  42. 42. PCL  the   Sales  Conversion  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   4   Automate  sales  stage  communica2ons      /      Proac2vely  handle  objec2ons   Provide  suppor2ng  evidence  
  43. 43. PCL  the   Wowing  Customer  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa>sfy   Customers   Referrals   5   Welcome  customers  (make  it  personal  &  relevant)      /      Be  systema2c  about  quality  delivery   Measure  sa2sfac2on  and  take  ac2on  
  44. 44. PCL  the   Upsell  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   6   Upsell  or  cross  sell  later  in  the  rela2onship   Offer  upsell  products  during  checkout  
  45. 45. PCL  the   Referral  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   Ask  for  referrals  –  and  track  them      /      Partners,  customers,  networking   7   Tes2monials  and  social  promo2on  
  46. 46. Map  your  PCL   WRITE  DOWN  YOUR  KEY   TACTICS  AND  WORKFLOW   ACROSS  THE  ENTIRE  LIFECYCLE   IDENTIFY  THE  KEY  PICK  THE  TOOLS  TO   DOWNLOAD  THE  TEMPLATE   HOLES  AND  ACCOMPLISH  YOUR   AND  WORKBOOK  AT:   OPPORTUNITIES  IN   GOALS   WWW.INFUSIONSOFT.COM/PCL   YOUR  FUNNEL   DON’T  GET  BOGGED  DOWN  WITH   TACTICS  THAT  DON’T  DRIVE  STRATEGY  
  47. 47. Let  us  know  how  we  can  help   @GuitarLawyer   @Infusionson  

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