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


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By Meagen Eisenberg

Published in: Business
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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: 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