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Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer


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Fathom's Leah Hadgis and Andy Walton presented on the value of Customer Relationship Management systems for manufacturers.

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Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer

  1. 1. 1 Campaign & Lead Attribution CRM Concepts for the Manufacturing Marketer
  2. 2. 2 Leah Hadgis CRM Manager & Consultant Andy Walton Director of Digital Solutions • 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education • Certified Admin/Dev • Specializes in process design • 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets • Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym
  3. 3. 3 What We’ll Cover Agenda CRM How all systems in a company work together with a CRM Alignment Aligning sales & mkt, optimizing investments & ROI Verbiage Getting on the same page, data dictionaries Adoption Maximizing your CRM investment using training methods Analytics 2.0 ramping up, dashboards, types of metrics
  4. 4. 4 It’s about people, not systems What is CRM and why is it essential to the manufacturing marketer? CRM Marketing Operations Client Services Engineering Finance & Accounting HR
  5. 5. 5 Alignment The need to align Sales & Marketing Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance. When marketing and sales teams unite around a single revenue cycle, they: • Dramatically improve marketing ROI • Sales productivity • Top-line growth How is this accomplished? • Aligning People • Aligning Systems People Systems Results: • Improved engagement • Sales team feedback • Post-purchase communication • Accurate lead attribution
  6. 6. 6 Verbiage Getting on the same page & speaking the same language Data Dictionaries Help With… • Cross-Departmental Alignment • Data Quality • Data Consistency • Data Control & Process Documentation • Data Analysis • System Administration • Data Integrity • Efficiency
  7. 7. 7 In an ever-changing technology world, what is the best way to train CRM users and stay up-to-date on solution improvements, upgrades, and new releases? Training + Repetition = Adoption The best approach to training and CRM management Weekly: 1 Topic 20-30min Monthly: 4 Topics 1-2hrs Qrtly: New Launch 2hrs
  8. 8. 8 SFDC Contact Analytics Types of metrics and ramping up Marketing Conversion Lead source percentage breakdown of Leads created this year Geographic location of leads coming in from paid search Leads with an interest in latest product launch or top 3 product pushes for quarter, from Paid Search Google vs. Bing vs. LinkedIn, which is bringing in more qualified leads? Sales Conversion How many current customers came from Paid Search efforts? Which current customers have the shortest conversion rates? Which LS is most common? Which marketing efforts did NOT bring in significant customers this year and how much did it cost us? Which leads converted (technically) but never made a purchase? Marketing Prospect •Google Prospect Marketing Conversion •Web Form Fill Sales Prospect •SFDC Lead Sales Conversion
  9. 9. 9 Analytics Dashboards & meaningful insights
  10. 10. 10 <CRM> + <MFGMarketer> = <3 Closing remarks and Q&A