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Act-on Presentation for Chicago AMA CRM Event

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Act-on Presentation for Chicago AMA CRM Event

  1. 1. The Value of Marketing Automation in the Marketing to Sales Continuum Atri Chatterjee CMO, Act-On Software www.act-on.com | @ActOnSoftware
  2. 2. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  3. 3. The Usual Conundrum Sales wants all “leads” fast Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, Reference: Sirius Decisions despair www.act-on.com | @ActOnSoftware 3
  4. 4. What Typically Happens Inquiry Inquiry Inquiries No nurture/ Inbound Outbound qualification 80% Marketing Qualification Marketing and Tele Qualification Leads Marketing Qualified Automation Qualified Leads (AQLs) Sales accepts 100% Teleprospecting Accepted Leads (TALs) everything/nothing Teleprospecting Teleprospecting Sales Acceptance Qualified Leads (TQLs) Generated Leads (TGLs) Inefficient use of sales resources 3% - ?? Sales Qualification Sales Generated Sales Accepted Sales Qualified Leads Sales Qualification Leads (SGLs) Leads (SALs) Poor pipeline Sales Qualified Leads (SQLs) dynamics 10% - ?? Close SQL Close inquiries to 417 close 1 deal Won Business Reference: Sirius Decisions www.act-on.com | @ActOnSoftware 4
  5. 5. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  6. 6. Change the Process & the Results Marketing Responsibility Sales Responsibility Campaigns, Content, Programs, SLAs, Measurement & Results www.act-on.com | @ActOnSoftware
  7. 7. Acquisition Programs • Build Database • Permission-based list acquisition • Data capture • Attract Attention • Tell the story • Links, videos, and images • Content Strategies • Blog, website, social media • Right target receiving relevant and engaging content Key : Gather prospect information where ever possible www.act-on.com | @ActOnSoftware
  8. 8. Develop & Deploy Great Content • Develop • Partner & co-sponsor with Industry Thought Leaders • Capture Emergent Trends/Topics • Repurpose Content • Deploy • Promote in multiple channels • Website, social media, email • Insist on a all to action Create a hub of compelling and contemporary content – reuse as appropriate www.act-on.com | @ActOnSoftware
  9. 9. Nurture Before You Sell • Coordinated Campaigns • Editorial Calendar – compelling content and events • Share your story – easy to embrace and understand • Sales and Marketing – same coordinated story • Scoring • Segmentation and nurturing based on actions • Who gets what based on what they have done • Feedback • “Know” how they are finding you • Constant iteration to keep content fresh • Take advantage of repurposing content Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t Source: Marketing Sherpa www.act-on.com | @ActOnSoftware
  10. 10. Deliberate Approach to Scoring? Email Marketing Web Visits Webinars • Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees • More points for specific • Which pages did they visit: • Who visited registration page but messages Contact Us and/or Pricing vs didn’t submit • Do not assign score for: Support? • “Email sent” – no action taken • How often do they visit the site? on their part • Where did they come from? • “Opens” • Download whitepaper or other media? Forms Pay-Per-Click Physical Activities • Submitted /viewed form • Which keywords perform the • Attended a trade show / physical • How did they respond to the best? event? questions? • What is my cost per click? • Which mailing lists performed • Is the data they provided valid? • Where did they come from? the best? • Do they fit your target audience? • Which print advertising generates leads? www.act-on.com | @ActOnSoftware #AOWEB
  11. 11. Lead Scoring Example Example • You're a small software company that sells patch management software. • You have two offices, one in Asia and one in the US, but you aren't global yet. • Your software isn't cheap, so you need prospects with reasonably large budgets. Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System 3 Sales Engineer -4 Administrator Location of United States 5 Hong Kong 4 Romania -5 Headquarters Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information 5 Computer 4 Automotive -5 Technology Software Services Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2 Implicit Online Behaviour Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on company's Jobs web page. -5 www.act-on.com | @ActOnSoftware
  12. 12. Setting Up Scoring www.act-on.com | @ActOnSoftware
  13. 13. Best Practices for the Funnel Customer Retention • Customer Focused • Clear and concise messaging • “Call To Action” at every touch • Right Analytics and Metrics • Track activity • Reach out based on certain criteria • Refine, adjust, and update • Website Presence • Track visitors – correlate to campaigns • Unique URLs – email, social, landing pages • Webinars – useful content that augments marketing efforts www.act-on.com | @ActOnSoftware
  14. 14. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  15. 15. The Art of the Handoff • Lead definitions (what is a lead?) • Timeframe & responsibility • Criteria for acceptance & rejection • Routing of leads (who gets what?) • Well defined service level agreements (SLAs) www.act-on.com | @ActOnSoftware
  16. 16. Using Scores to Prioritize Leads www.act-on.com | @ActOnSoftware
  17. 17. CRM Integration – Hot Leads to Sales www.act-on.com | @ActOnSoftware
  18. 18. Ensuring Success • Focus • Keep SLAs clear and brief (minimize nuances and exceptions) • Evolve • Adjust based on performance metrics, data and feedback • Enforce • Those bound by SLAs must be held responsible • Visibility into key performance metrics for each function • Agreement between leaders on how to manage • Own • Marketing and sales operations usually own maintenance • Marketing and sales leaders sign and communicate contents Automation helps track & measure performance www.act-on.com | @ActOnSoftware 18
  19. 19. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  20. 20. Start by Keeping it Simple… Function Key Metrics All • Waterfall conversion rates Marketing • Lead volume/quality adherence • Accept/reject/disqualify/promote timeframes Telesales • Disqualify reasons (adherence and lead quality) • Accept/reject/disqualify/promote timeframes Sales • Disqualify reasons (adherence) Truly successful decision making relies on a balance between deliberate and instinctive thinking. Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005 www.act-on.com | @ActOnSoftware 20
  21. 21. From Leads to Revenue… Close the Loop • Complete campaign New Leads  reports to measure leads & opportunities Leads Converted • Detailed reports to Opportunities  groups campaign by campaign type • Integrate Opportunity Opportunities to Revenue  and Closed data from SFA Campaign Performance by Campaign Type  www.act-on.com | @ActOnSoftware
  22. 22. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up and Questions www.act-on.com | @ActOnSoftware
  23. 23. Marketing Automation for the Customer Lifecycle STAGES LEADS LEADS OPPORTUNITIES CUSTOMERS NAMES MQL SQL ACTIVITIES ACQUISITION NURTURING MARKETING TO CUSTOMER PROGRAMS PROGRAMS SALES HANDOFF RETENTION CAMPAIGNS Social Webinars Whitepapers SYSTEMS CRM Salesforce Automation Support www.act-on.com | @ActOnSoftware
  24. 24. About Act-On • Our Company • Founded in 2008 by founders of Responsys and Webex • 140+ employees today in Oregon & California • Our Technology • Designed from the ground up for small marketing teams • Simple, powerful and easy to integrate • 3rd generation SaaS platform built to scale • Our Customers • 1,400+ and growing across all major vertical industries • From Progressive Insurance and Cisco to many companies you probably don’t recognize www.act-on.com | @ActOnSoftware
  25. 25. Questions… • Contact me: atri@act-on.com • Call: 1 (877) 530-1555 or email us: info@act-on.com • Twitter: @actonsoftware www.act-on.com | @ActOnSoftware

Editor's Notes

  • Show the basics of setting up scoring rulesShow Profile based and behavior based scoringDrill into setting up a scoring rule
  • Note to Mike:Change Adeoshun’s email to: Wadeoshun at MayoClinic.comChange Company to: Mayo ClinicChange address to: 13400 Shea BoulevardChange City: ScottsdaleChange Outbound and Inbound First to: 414 days agoChange Most recent to: 2 days agoChange email sent to: 48Change opened to 28
  • Change David Applebaum to William AdeoshunRemove the entry bc and replace with Michael JonesUse the following company names:Mayo ClinicAlta Bates Medical GroupSan Leandro HospitalArizona Spine and Joint HospitalSutter LakesideArizona OrthopedicsCedars-Sinai Medical CenterKaiser PermanenteStanford Hospital
  • Single slide on the scenario – this might be options since the scenario has already been described

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