How Marketing Automation Enhances The Value Of Your CRM


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As a CRM customer, you've now seen many of the benefits of utilizing CRM technology. Companies like yours that have adopted CRM technologies now have a platform that includes their customer information, the status of customers and prospects in the buying cycle, and a log of the interactions the customer has had with their company. The next logical step for many organizations is to create marketing programs that leverage the great data they have in their CRM.

Marketing automation and CRM together can improve marketing effectiveness by:
Improving sales efficiency and productivity.
Build relationships through effective communication.
Leverage rich CRM data to improve marketing effectiveness.
Better measure effectiveness of marketing campaigns through marketing automation and CRM.

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How Marketing Automation Enhances The Value Of Your CRM

  1. 1. Enhancing CRM Value Through Marketing Automation Mike Wallgren Director, Marketing Automation Services Kyazma Business Consulting
  2. 2. Automation: Definitions and Benefits “Advantages commonly attributed to automation include higher production rates and increased productivity, more efficient use of materials, better product quality…shorter workweeks for labour, and reduced [factory] lead times.” - Encyclopedia Brittanica “Automation is having technology do things for you so that you don’t have to.” - Paul Dickinson,
  3. 3. The Marketing and Sales Funnel Marketing automation allows organizations to accelerate and better manage the flow of data through the demand funnel MQL Inquiries SAL Oppty Stages Won
  4. 4. Marketing and Sales System Flow Website forms External media Live events Lead sources and campaign metadata Marketing automation system CRM Leads with scores Lead history / follow-up info
  5. 5. Marketing Automation Components Marketing Automation Strategy Lead Scoring Email Marketing Lead Nurturing CRM Integration Online Activity Tracking Marketing Analysis
  6. 6. Lead Scoring Interaction Score View high-value web page 5 Email open 1 Email click-through 2 Subscribe to newsletter 5 Webinar registration 10 Live event registration 15 Download white paper 10 Objective: Filter high-value leads for your sales team, allowing them to focus on the leads that have the highest propensity to convert to a sale. Lead Grade Point Value A >20 B 10-19 C <10
  7. 7. Email Marketing • Personalization • Dynamic signatures and “send from” addresses • Dynamic content
  8. 8. Lead Nurturing Objectives • Continue communications with leads and opportunities that drop out of the funnel at each stage. • Create an ongoing dialog with customers and prospects Types • Pre-sales • Stalled opportunities • Lost opportunities • Upsell/cross-sell
  9. 9. Nurture Campaign Example
  10. 10. CRM Integration • Regular intervals (15 minutes to 1 hour) • Account, contact, lead, campaign, opportunity data • Bi-directional sync • View email and web activity from within Salesforce
  11. 11. Online Activity Tracking • Web activity via page tags and cookie tracking • Email interactions • Third-party link clicks • Form submissions • Salesforce campaigns
  12. 12. Marketing Analysis
  13. 13. Marketing Automation Benefits Improve Sales Efficiency and Productivity Build Relationships Through Effective Communication Leverage Rich CRM Data to Improve Marketing Effectiveness Better Measure Effectiveness of Marketing Campaigns
  14. 14. Marketing Automation Benefits • 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months. • Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost. • Relevant emails delivered through marketing automation drive 18 times more revenue than email blasts. Source: Pardot
  15. 15. Automated Versus Manual Without Marketing Automation With Marketing Automation Segmentation Manual using Excel Automated based on contact attributes Email delivery Manually pull a list, upload, and deliver for each email Build out using a workflow tool Lead Scoring Can be somewhat automated in Salesforce Fully automated based on contact attributes and activity Lead Management Can be somewhat automated in Salesforce Full automation of leads passing back and forth between sales and marketing
  16. 16. Key Pitfalls 1. “The Shiny New Toy” • Many options exist for marketing automation solutions • The selected solution needs to be the right fit 2. “The Magic Box” • “We just need to buy something, and then our campaigns will run themselves.” • Just like with, no system will fix bad process. 3. “Destination Nowhere” • Key objectives and metrics are key to a successful marketing automation strategy
  17. 17. Email Marketing Vendors Vendor Type: Basic Email Solutions Strengths • Intuitive and easy to use • Inexpensive Downsides • Lack of automation – manual solutions • No integrated function for landing pages or website tracking • Not all solutions provide native integration Pricing Tier Low Vendor Examples MailChimp VerticalResponse iContact Constant Contact
  18. 18. Email Marketing Vendors Vendor Type: Large Email Vendors with Some Marketing Automation Strengths • Scalability • Email deliverability Downsides • Automation capabilities are limited • Not as good at supporting account-based selling model • Limited integration Pricing Tier Medium – based on number of sends Vendor Examples ExactTarget ( Silverpop Responsys (Oracle)
  19. 19. Email Marketing Vendors Vendor Type: Online Marketing Vendors with Some Marketing Automation Strengths • Breadth of features • Intuitive interfaces Downsides • Limited CRM integration • Lack of depth in automation capabilities Pricing Tier Medium – based on database size Vendor Examples HubSpot Genius
  20. 20. Email Marketing Vendors Vendor Type: SMB Marketing Automation Strengths • Value – deliver rich feature set and great UI for reasonable cost. • Excellent integration with Downsides • Lack some flexibility and depth on automation features. Pricing Tier Medium – based on database size Vendor Examples Pardot ( eTrigue Act-On
  21. 21. Email Marketing Vendors Vendor Type: Enterprise Marketing Automation Strengths • Flexibility and depth of automation capabilities Downsides • Complexity – user interfaces can be difficult to navigate and manage. • May need a full-time automation specialist to manage. Pricing Tier High– based on database size Vendor Examples Eloqua (Oracle) Marketo Neolane (Adobe)
  22. 22. Summary • Marketing automation provides tangible benefits to any organization. • The components of marketing automation can help streamline your marketing process and improve marketing and sales alignment. • There are several vendor types that run the gamut from basic email marketing to complex marketing automation.
  23. 23. Additional Resources • Blog • Webinars • SLC Event and other possible events •