Marketing automation technology offers a myriad of tools for marketers that facilitate lead generation and marketing optimization. As a stand alone technology, MAP's provide a strong value proposition to any company. However, when closely aligned with sales, and properly integrated at a deep level with CRM, a MAP can drive meaningful sales engagement and assist sales in connecting with the right prospective buyers at the right time. This session will highlight five common ways MAP's accomplish this.​

2. I don’t care about open rates
and click through rates…..give
me something I can USE!
Marketing automation often fails
to properly support sales by
focusing on placing
unnecessary data into CRM
records.
MAPs need to focus on
providing sales what they
want, need and can use while
on the phone.
Supporting sales

3. Challenges with modern B2B sales
The buyer journey has become self-paced
The buyer journey has become self-paced

4. How should MA support sales?

5. The value of marketing intelligence in CRM

6. Performance is high when marketing aligns
with sales

7. What information should marketing present
to sales?
• Engagement information – how engaged is someone with your
company over time?
• Implicit behavioral data – website activity (visit depth,
downloads, page history)
• Campaign response history – summary level on which
campaigns elicit a desired response
• Summary level information

8. 5 ways marketing automation can support
sales
• Facilitate engagement between sales and self-directed
buyers
• Keep CRM free of unqualified suspects and eliminate lead
leakage
• Nurture cold to lukewarm leads
• Alert sales of high-value prospect activity in real-time
• Give sales insight into buyer interest before they call the
prospect

9. 1. Facilitate engagement
• Website visitor tracking captures
valuable lead behavior
• Leads are scored and pushed to
CRM
• Sales is alerted via email
• Sales reviews marketing
intelligence in lead/contact entity
prior to follow up
• Better information in real-time
facilitates improved person-to-
person engagement

10. 2. Keep CRM clean and eliminate leakage

11. 3. Nurture cold leads
• Nurture marketing combines both
marketing and sales actions into a
single campaign
• Enrollment based on scoring, lead
status changes, forms activity, or web
activity
• Sales can automatically flag leads for
re-marketing
• Sales is alerted when activity occurs
at any stage of a nurture flow

12. 4. Alert sales of high-value activity
• Drive meaningful, person-to-person
engagement
• Engage when prospect interest is
highest
• Put some control back into sales’
hands
• Keep sales excited about lead
gen/marketing efforts
• Lead scoring ensures only SQLs
move to sales

13. 5. Give sales insight into buyer interest and
behavior
• Web engagement
• Email and campaign responses
• Event attendance
• Forms and survey completions
• Lead score profile and history
• Create a total picture of a buyer’s behavior and interest
• Present data in a way sales can digest and use in real-time

14. What does this look like in Sugar?

15. Contact us
www.salesfusion.com© 2014 Salesfusion
855.238.6522
sales@salesfusion.com
3565 Piedmont Rd NE
Suite 200, Bldg 2
Atlanta, GA 30305
www.salesfusion.com