Strong campaign blending the best of Inbound Marketing with the Salesforce CRM

1. Marketing Report Lead
Tracking / Generation
By Johnray Strickland

2. Lead Generation Sources

3. Source of the Inquiry
Naval Architect /
Designer
Owner /
Operator
Shipyard
Has
theproject been
funded?
No
Ye
s
Has a
shipyard
been
selected?
Ye
s
No
Are we on
the Makers
list?
Work with owner
/ operator to
get on makers
list
No
Do you
have the
delivery
schedule?
Ask for the
delivery schedule
from the yard
No
Ye
s
Ye
s
Established
enough liability
to exceed
warranty?
Adjust
warranty
period
No
Ye
s
Do our products
meet the
application
requirements?
No
Yes
Can engineering /
applications offer a
solution?
No
Unqualified project
Find out when
the project will
be funded
Have the list No
of bidding shipyards?
Find out other
bidding shipyards
Is our bid
competitive on
price?
Negotiate pricing
No
Ye
s
Close the deal
Sales Process Decision
Tree

4. Thrustmaster Marketing Sales Funnel
Visualizing the marketing & salesprocess.

5. Marketing Sales Funnel
Campaign
Lead
Opportunity
Proposal
Account
Project
Support
Parts & Service

6. Marketing Initiatives
EverycampaignistrackedinSalesforce
Campaign
Lead
Email
Blasts
Thrustmaster.net
Advertising
Press
Releases
Call
SchedulesProspecting
Trade
Shows
Brochures Presentations
White
Papers
SEO
Videos Events
Magazine
Call Tracking
Salesforce

7. Marketing Sales Funnel
Campaign
Lead
Opportunity
Proposal
Account
Project
Support
Parts & Service
Company with an interest in our
products. Needs to be qualified.
Marketing initiatives to
generate leads
Qualified company with an interest in
our products that has been quoted.
Tracks interactions, visits, calls.
Proposal - products, their value, and a
closing date. Child of an opportunity.
Account = Company records. Includes all company
contacts, opportunities, proposals, interactions.
Historic reference for future interactions.

8. Sales ContactsDatabase
Improvements

9. I’m a sales contact –
we met once at a trade
show.
I’m treated like a bad ex you don’t
want to call or write anymore.
Seriously, you’re busy. I get it.

10. Now - I’ve been engagedwith your email
blasts and love what I’m seeing so far!

11. I’vetakena look at your
product lineup online– the
new website looks great!

12. I can’t believeit – I just receiveda phone call
afterbeing assigned to a call schedule.

13. My colleagues have also been grouped under my
company’s accounton Salesforceand are receiving
the same treatment!

14. My company vertical has been categorized with similar companies
who are also getting the same exposure to Thrustmaster!
Marine Market
Customer Type:Owner Customer Type:Shipyard
Breaux's Bay Craft, Inc.

15. Now you can focus yoursalespitch to the rightaudience by
sortingsalescontactsinside of Salesforce.
Marine Market
Sorted by Shipyards, Navarch, Owners, Operators
Companyname Companyname
Offshore Market
Companyname Companyname
Inland Waterways
Companyname Companyname

16. Marine Market
Companyname Companyname
Offshore Market
Companyname Companyname
Inland Waterways
Companyname Companyname
Eachaccount & contactis alsoassigned
to a specific regional office
Thrustmaster Asia Pacific
Shipyards, Navarch, Owners, Operators

17. Thrustmaster.net
Analytics

18. Thrustmaster.net, a lead gen.machine!
36,400Visitors
(comparedwith5,360last year)
130+ ContactForm Submissions
390+ Direct SalesmanEmail
Inquiries
400+ Phone Callsthrough
Website

19. Email Blasts
Turning cold calls into warmprospecting calls.

20. 5,920 Subscribers &Counting
Distribution:
Subscribers are queued to receive 14 custom tailored emails
stretched out over the course of a year.
NewSubscribers:
Every inquiry through the website is asked if they want to
subscribe to the eblasts. (90% sign up rate)
LeadTracking:
Each email encourages the recipient to reply. Those that reply with
project info are added to salesforce as leads.

21. Detailed Reports Eblast Reports

22. Print Ads in 2015
Generating Exposure.

23. Print Ad Offers
Only Front inside or backcovers
Publication Offer
Maritime Executive 4 cover ads, eblast to 80k subscribers, article on President
Marine Log 6 cover ads, 3 eblasts
Maritime Reporter 6 cover ads, Interview with Joe, eblast to 87k subscribers
Marine News 6 cover ads
Naval Architect (SNAME) 2 cover ads
Ship Repair (SNAME) 1 cover ad
International Tug & OSV 12 cover ads
Workboat 4 cover ads, 12 enews ads,
Upstream 4 cover ads
Workboat Xchange Scheduled meetings with prospects days before workboat

24. Thrustmaster’s
Own Magazine
In production!
-Planned distribution to
2,000 subscribers.
-Supporting news
website in the works.

25. New Brochures
Features& Benefits,References,Pictures,
and DetailedWrite-ups.

26. Call Schedules
Overview

27. 8 Prospecting Calls perday
12 Week Intervals between
Calls to a single Account
Call list filled with NEW
potential customer/ sales
leads fitting the target
market, and having buying
authority.

28. • We’re being proactive!
• Lead Generation
• Project discovery
• RFP Opportunities
• Introduction to product lineup
• Face-to-face meeting setup
• Finding key decision makers
• Updating account database with
new contacts
• Follow-up on previous
opportunities/proposals / leads
Call Goals

29. Salesforce Events Sync with
Outlook CalendarAutomatically

30. SalesForce Overview