10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM
 

10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM

on

  • 5,797 views

 

Statistics

Views

Total Views
5,797
Views on SlideShare
3,776
Embed Views
2,021

Actions

Likes
6
Downloads
31
Comments
0

14 Embeds 2,021

http://www.marketo.com 914
http://www.conseilsmarketing.com 761
http://www.scoop.it 282
http://uk.marketo.com 25
http://www.google.com 10
http://mea.marketo.com 6
http://asia.marketo.com 6
http://local.marketo.com 4
http://au.marketo.com 4
http://venteetmarketingdirect.blogspot.fr 3
https://twitter.com 2
http://eu.marketo.com 2
http://pulse.me&_=1378897463545 HTTP 1
https://www.marketo.com 1
More...

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM 10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM Presentation Transcript

  • Page 1 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential 10 Tips to Gain Customers Faster Presented by Marketo and SugarCRM
  • Page 2 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential Your Speakers #marketo Clint Oram CTO SugarCRM @sugarclint Mark Harnett VP Marketing, Complete Solar Solution @mharnett Jon Miller VP Marketing, Marketo @jonmiller
  • Page 3 © 2013 Marketo, Inc. @jonmiller Quick Housekeeping • Chat box is available if you have any questions • There will be time for a Q&A at the end • We will be recording the webinar for future viewing • All attendees will receive a copy of the slides/recording • Twitter hashtag: #marketo
  • Page 4 © 2013 Marketo, Inc. @jonmiller
  • Page 5 © 2013 Marketo, Inc. @jonmiller ABUNDANCE INFORMATION
  • Page 6 © 2013 Marketo, Inc. @jonmiller Name Awareness Friend Engaged Target Marketo’s Revenue Cycle TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • Page 7 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential Top of the Funnel
  • Page 8 © 2013 Marketo, Inc. @jonmiller
  • Page 9 © 2013 Marketo, Inc. @jonmiller Blog, e-books, research data, funny videos, curated lists, infographics, webinars Thought leadership and enjoyable content to build brand and awareness Tools that help buyers find you when they are looking for solutions Company-specific information to help evaluate and reaffirm selection Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports Pricing, demos, services information, 3rd party reviews, customer case studies Early Stage Middle Stage Late Stage
  • Page 10 © 2013 Marketo, Inc. @jonmiller What Generates Pipeline for Marketo? Source: Marketo Revenue Cycle Analytics, June 2013 * Percentage of all programs in channel that achieve MT Ratio > 5 Nurture Email - CTA Nurture Email Paid Online (PPC+Email) Nurture (New) % Above Min* N/A 52% 100% 39% 79% 46% 100% 38% N/A N/A N/A 29% 38% 52%7.6
  • Page 11 © 2013 Marketo, Inc. @jonmiller Reach&Engagement SocialLift SocialLift SocialLift SocialLift SocialLift Landing Pages Website Facebook Pages Online Ads Email SocialLift Events Making Every Campaign Social
  • Page 12 © 2013 Marketo, Inc. @jonmiller
  • Page 13 © 2013 Marketo, Inc. @jonmiller
  • Page 14 © 2013 Marketo, Inc. @jonmiller Test & Tune With Social Funnel Metrics JumpStart Tour Referral Results • 13% of participants shared • 45 qualified for sweepstakes • 363 incremental registrations • 16% increase in registrations
  • Page 15 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential Middle of the Funnel
  • Page 16 © 2013 Marketo, Inc. @jonmiller But who is ready? You got them to the dance
  • Page 17 © 2013 Marketo, Inc. @jonmiller Lead Nurturing Relevance A B C D 1 2 3 Stages 1. BUYING STAGES • Early: Be a Better Marketer • Mid: Why Marketing Automation • Late: Why Marketo • Customer: Success 2. BUYING PROFILES • Marketing • Sales • Exec Get The “Definitive Guide to Lead Nurturing” http://marketo.com/DG2LN
  • Page 18 © 2013 Marketo, Inc. @jonmiller
  • Page 19 © 2013 Marketo, Inc. @jonmiller Lead Scoring Defined “Shared sales and marketing methodology for ranking leads in order to determine their sales readiness” Nurture Nurture DisqualifyPass to Sales Pass to Sales Fit Interest Buying Stage @jonmiller
  • Page 20 © 2013 Marketo, Inc. @jonmiller • Early stage content +3 • Attend webinar: +5 • Visit any webpage / blog : +1 • Visit careers pages: -10 • Decay inactivity: -1, -5, -10 • Pricing pages: +10 • Watch demos: • +5 overview • +10 detailed • Mid-stage content +8 • Late-stage content +12 • Searches for branded keyword “Marketo” +8 Get The “Definitive Guide to Lead Scoring” http://marketo.com/DG2LS
  • Page 21 © 2013 Marketo, Inc. @jonmiller One Way to Identify Marketing Qualified Leads 21+ Super- Target Lead Lead Lead 9-20 Target Lead Lead 2-8 Other Lead <2 Engagement <20 20+ 45+ 90+ Buying Intent <6 6+ 13+ 19+ FitInterest @jonmiller
  • Page 22 © 2013 Marketo, Inc. @jonmiller Power of Automation
  • Page 23 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential Revenue Analytics
  • Page 24 © 2013 Marketo, Inc. @jonmiller Revenue Cycle Modeler Screenshot: Marketo Revenue Cycle Analytics
  • Page 25 © 2013 Marketo, Inc. @jonmiller Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc. Key topic areas: • Balance (Reach) • Flow • Conversion • Velocity Trends over time Screenshot: Marketo Revenue Cycle Analytics
  • Page 26 © 2013 Marketo, Inc. @jonmiller 7% 19% Wins New Opps 240 75% Sales Leads Existing Opps 320 820 $2,100/ea 10% 25% 3% .75% 25% 10% New Targets Existing Active Targets Wins Existing Outbound Opps New Outbound Opps 20,000 140,000 380 90 105 60 80%+ sales leads from database $33/ea Metrics to Justify Budget + Forecast Con- tacted from New from DB 600 1,050 Inbound/ Programs 40,000 / month (900K DB Total) 10% inactive / month New Names Marketo metrics: your stage definitions may vary
  • Page 27 © 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential Creating Customers Converting leads into closed won opportunities
  • Page 28 © 2013 Marketo, Inc. @jonmiller Name Awareness Friend Engaged Target Marketo’s Revenue Cycle TOFU MOFU Opportunity Customer Lead Sales Lead Nurturing Database BOFU
  • Page 29 © 2013 Marketo, Inc. @jonmiller Your Sales Pipeline
  • Page 30 © 2013 Marketo, Inc. @jonmiller 1. Prospecting 2. Qualification 3. Needs Analysis 4. Value Proposition 5. Id. Decision Makers 6. Perception Analysis 7. Proposal 8. Negotiation 9. Closed Won Opportunity Mgmt – 9 Steps to Close
  • Page 31 © 2013 Marketo, Inc. @jonmiller Your Opportunity to Create a Customer
  • Page 32 © 2013 Marketo, Inc. @jonmiller Your Opportunity to Create a Customer Opportunity Stages
  • Page 33 © 2013 Marketo, Inc. @jonmiller A Sales Process That Guides You
  • Page 34 © 2013 Marketo, Inc. @jonmiller A Sales Process That Guides You Your Process Here
  • Page 35 © 2013 Marketo, Inc. @jonmiller Manage Your Pipeline
  • Page 36 © 2013 Marketo, Inc. @jonmiller Manage Your Pipeline Forecast Commit Opportunities In Process
  • Page 37 © 2013 Marketo, Inc. @jonmiller Best Practice – Lead Qualification • Rapid, Personal, Relevant • 60 Minute Callback • “Live” Response Works Best • Know Your Prospect • Target 50% Conversion
  • Page 38 © 2013 Marketo, Inc. @jonmiller Best Practice – Calls, Calls, Calls • Keep in Frequent Contact • Set Daily Call Objectives • Measure Close Rates • Leverage all Channels
  • Page 39 © 2013 Marketo, Inc. @jonmiller Best Practice – Consistency is Key • Build A Team of All-Stars • Clearly Define Sales Stages • Engrain Your Sales Methodology • Keep Your Pipeline Clean
  • Page 40 © 2013 Marketo, Inc. @jonmiller Business Card SugarCRM – Fall 2013 Update Intelligence Panel Activity Stream
  • • Develop custom residential solar solutions • Based in Foster City, CA, with 50 employees • Profitable and greater than 100% annual growth • Message: “If your electric bill is over $125, you can lower it next month with no money out of pocket” Complete Solar Solution
  • Lead Flow Lead Generated SugarMarketo Five9 Nurture Emails Outbound Calls Appointment Set Reminder Email Reminder Text Reminder Call
  • • 10,000 dormant leads • Email interesting content to entire base – “Solar panels increase the value of your home” – “Top 5 myths about home solar panels” • Repurpose the batch emails as nurture streams Lead Nurturing It works! $450,000 incremental deals closed so far!
  • • 3,000 late stage leads who had not converted • Transactional text message about new lower rates • Majority of responses within minutes • Very high response rates: 320/3400 sent: 9% Text Messaging via Twilio It works too! $150,000 incremental deals closed so far!
  • • Lead scoring used to prioritize outbound calls • New leads get a high score: +50 • Scoring prioritizes which older leads get called. – Interact with a web page: +5 – Click an email: +10 – When score is greater than 20, call it. • Disconnects and Do Not Call : 90% reduction Lead Scoring
  • • Using Sugar as the hub to connect to Marketo, Twilio and Five9 has enabled us nurture and bring back to life $500,000 of business that we would never have touched Conclusion
  • Page 47 © 2013 Marketo, Inc. @jonmiller 10 Tips to Gain Customers Faster plus Q&A 1. The way buyers buy has changed forever – the way we market and sell must change as well 2. Publish / own content to help leads find you 3. Most leads are not “sales ready” – nurture relationships over time 4. The right leads come from Fit + Interest + Buying Intent 5. Lead qualification must be rapid, personal and relevant 6. Engage frequently with your prospects 7. Build a team of all-stars through consistent process 8. Don’t let the perfect be the enemy of the good. Just get started. 9. Use selective text messages as part of your arsenal 10. Lead scores can help prioritize other channels, such as telemarketing *Special offer for Sugar CRM customers – contact Marketo! @jonmiller @sugarclint @mharnett #marketo