Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Market Smarter with Automation: Best Practices in CRM and Demand Gen

1,394 views

Published on

By Meagen Eisenberg

Published in: Business
  • Be the first to comment

Market Smarter with Automation: Best Practices in CRM and Demand Gen

  1. 1. Market Smarter with Automation: BestPractices in CRM and Demand GenMeagen Eisenberg – VP of Demand Generation at DocuSign @meisenberg @DocuSign
  2. 2. The next 30 minutes Building a Demand Generation Engine Market Smarter with Automation  People  Technology  Process What if I only have $5K per month? Results 2
  3. 3. What is a Demand Generation Engine? 3
  4. 4. Involve the right people Marketing  Web team Sales Customer success & support Analysts Thought-leaders PartnersPeople Technology Process 4
  5. 5. Optimize your website for lead gen Website  Optimized for lead gen?  Forms optimized for lead gen?  Gating the appropriate content?  Yes - Whitepapers & webinars  No - Case studies & product content/briefsPeople Technology Process 5
  6. 6. Are your forms costing you business? 13 fields ! SiriusDecisions says 5 or less Goal in reducing form fields:  Provide a better experience for your prospect  Show relevancy to your prospect  Boost form conversion rate  Increase lead generation  Learn more about your targets without asking themPeople Technology Process 6
  7. 7. Communicate and syndicate targeted content at the rightstage Marketing Automation  Targeting and Platform (MAP) personalization platform  Marketing database  Web form optimization  Email platform and response tracking  Website optimization  Lead scoring and nurturing  Sales enablement tools  Website-activity for website triggered nurturingPeople Technology Process 7
  8. 8. Partner with sales on the lead hand-off and measurement ofsuccess  CRM  Campaigns tracking?  Campaigns reporting?  Campaigns measurement and ROI? People Technology Process 8
  9. 9. Understand your existing data, systems and process  Map out your Lead flow processPeople Technology Process 9
  10. 10. Standardize how you measure success  Lead taxonomy and definition – Marketing and Sales Waterfall:People Technology Process 10
  11. 11. Agree to a lead scoring model with sales  Give sales a quick way to assess the quality of the lead, so they can prioritize who to contactPeople Technology Process 11
  12. 12. Lead nurturing Implement multiple nurture programs that map the sales cycle to the buying cyclePeople Technology Process 12
  13. 13. Standardize your campaigns  Campaign Taxonomy  Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing)  Campaign Naming Convention  Sample tool: http://esign.docusign.com/campaign-name-generatorPeople Technology Process 13
  14. 14. What if I only have $5K per month? Test, test, test Marketing mix for low budget:  Social media and influence  Blogs  Webinars  Referral program  Affiliate program  Newsletter blasts – list buys  Customer referrals and case studies  Horse-trading 14
  15. 15. Results Lead generation machine and growth Marketing efficiencies – small group can operate at large scale Documented processes and robust reporting Growth in business - Increase in conversion rates, pipeline and revenue Strong partnership between sales and marketing Marketing execution and input valued at the executive level 15
  16. 16. You are on your way to a Demand Gen Engine!Download our FREE DocuSign Ink app

×