USING MARKETING AUTOMATION TO
BOOST REVENUE & REDUCE MARKETING COST
• Acquisio?
• The Acquisio Case Study
• Challenges
• Solutions
• Results
• Take Away
• What to expect
• Best Practices
Age...
• Founder Webfin.com
• Founder DisnatDirect
• Founder Emovendo
• Director Marketing at Acquisio
Alexandre who?
blog.apelle...
About Acquisio
• +250 Agency clients
• +20 Countries
• +100 Employees
• +4000 Users
• +9500 Brands
• Venture backed ($17M)...
Acquisio Platform
The leading
platform to buy,
track, manage,
optimize and
report on media
across all major
Search, Social...
CHALLENGES
All leads were sent to sales
Lead processing was very long
SOLUTIONS
• Creating and documenting a complete lead management
process
• Designing and implementing a lead scoring model and
nurtur...
Lead Management Process
Lead Scoring
Lead Scoring Threshold Matrix
Lead Nurturing
Nurturing Email Samples
Lead Processing Template
RESULTS
• Increase of over 50% in the total value of opportunities
generated
• Reduce lead qualification cost by 50%
• Cut the tim...
2011 Revenue Cycle Analysis
6049585156 11511461
45% 19%63%19%
TAKE AWAY
• Lead Management Optimization is a journey, not an overnight
quick fix
• Need to be supported by both Sales & Marketing E...
• Before starting, map your current processes, identify dead-
ends & fix them
• Start small with a simple nurturing progra...
Questions?
apelletier@acquisio.com
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelle...
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Using marketing automation to boost revenue and reduce marketing cost

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This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to:

- Increase of over 50% in the total value of opportunities generated
- Reduce lead qualification cost by 50%
- Cut the time between lead generation and initial contact by more than 90%

As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management.

This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.

Published in: Business, News & Politics
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Using marketing automation to boost revenue and reduce marketing cost

  1. 1. USING MARKETING AUTOMATION TO BOOST REVENUE & REDUCE MARKETING COST
  2. 2. • Acquisio? • The Acquisio Case Study • Challenges • Solutions • Results • Take Away • What to expect • Best Practices Agenda
  3. 3. • Founder Webfin.com • Founder DisnatDirect • Founder Emovendo • Director Marketing at Acquisio Alexandre who? blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier
  4. 4. About Acquisio • +250 Agency clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • Venture backed ($17M) • #46 on 2011 Deloitte Fast 50 • Offices in Montréal, London & Seattle
  5. 5. Acquisio Platform The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.
  6. 6. CHALLENGES
  7. 7. All leads were sent to sales
  8. 8. Lead processing was very long
  9. 9. SOLUTIONS
  10. 10. • Creating and documenting a complete lead management process • Designing and implementing a lead scoring model and nurturing program • Automating and templating the lead capture process Solutions
  11. 11. Lead Management Process
  12. 12. Lead Scoring
  13. 13. Lead Scoring Threshold Matrix
  14. 14. Lead Nurturing
  15. 15. Nurturing Email Samples
  16. 16. Lead Processing Template
  17. 17. RESULTS
  18. 18. • Increase of over 50% in the total value of opportunities generated • Reduce lead qualification cost by 50% • Cut the time between lead generation and initial contact by more than 90% ROI
  19. 19. 2011 Revenue Cycle Analysis 6049585156 11511461 45% 19%63%19%
  20. 20. TAKE AWAY
  21. 21. • Lead Management Optimization is a journey, not an overnight quick fix • Need to be supported by both Sales & Marketing Executives • Current processes and responsibilities will change • Sales team will need to be trained on the new process and provide feedback • New content will need to be developed What to Expect
  22. 22. • Before starting, map your current processes, identify dead- ends & fix them • Start small with a simple nurturing program and a simple lead scoring model • Iterate based on sales feedback • Communicate frequently to sales and train them on the nurturing program • Make sure you have an SDR position, someone who qualifies marketing leads Best Practices
  23. 23. Questions? apelletier@acquisio.com blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier
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