1. Best Practices for Marketing and Sales
Alignment
Working Through the Funnel
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www.act-on.com | @ActOnSoftware | #ActOnSW

2. Welcome! Thanks for joining us today.
Pete Gracey Atri Chatterjee
Co-founder & President Chief Marketing Officer
AG Salesworks Act-On Software
@Peter_Gracey @atrichatt
www.act-on.com | @ActOnSoftware | #ActOnSW

3. Agenda
• Atri Chatterjee
• Best Practices for the Funnel
• Inbound/Content Strategies
• Automate Nurturing Programs
• Optimizing Marketing and Sales Initiatives
• Pete Gracey
• Implementing Repeatable Processes for Success
• Understanding How to Capitalize on MQLs
• Optimizing the ROI
• Pipeline Visibility/Increasing Revenue
• Q&A
• Next Steps
www.act-on.com | @ActOnSoftware | #ActOnSW

4. Best Practices for the Funnel
Acquisition Programs
• Build Database
• Permission-based list acquisition
• Data capture
• Attract Attention
• Tell the story
• Links, videos, and images
• Content Strategies
• Blog, website, social media
• Right target receiving relevant and engaging content
Key : Gather prospect information where ever possible
www.act-on.com | @ActOnSoftware | #ActOnSW

5. Best Practices for the Funnel
Nurturing Programs
• Coordinated Campaigns
• Editorial Calendar – compelling content and
events
• Share your story – easy to embrace and
understand
• Sales and Marketing – same coordinated story
• Scoring
• Segmentation and nurturing based on actions
• Who gets what based on what they have done
• Feedback
• “Know” how they are finding you
• Constant iteration to keep content fresh
• Take advantage of repurposing content
Key : Unified front of all touch points from you to your prospects
www.act-on.com | @ActOnSoftware | #ActOnSW

6. Best Practices for the Funnel
Customer Retention
• Customer Focused
• Clear and concise messaging
• “Call To Action” at every touch
• Right Analytics and Metrics
• Track activity
• Reach out based on certain criteria
• Refine, adjust, and update
• Website Presence
• Track visitors – correlate to campaigns
• Unique URLs – email, social, landing pages
• Webinars – useful content that augments marketing efforts
Key : Communicate what the prospect wants, refine it, and nurture the prospect
www.act-on.com | @ActOnSoftware | #ActOnSW

7. Inbound/Content Strategies
Develop Great Content
• Partner with Industry Thought Leaders
• Capture Emergent Trends/Topics
• Co-sponsor Compelling Content
• WP, case studies, webinars, virtual events
• Repurpose Content
• Create once – use many
Key : Create a hub of compelling and contemporary content – reuse as appropriate
www.act-on.com | @ActOnSoftware | #ActOnSW

8. Inbound/Content Strategies
Deploy Great Content
• Continuously Refresh Content
• Update with new content reflecting
industry trends
• Provide information that compels
prospect engagement
• Promote Services and Product
Offerings
• Website, social media, email
• Call to Action
• Motivated to visit
• Move through the funnel
Key : Tailor website content to move prospects through the funnel
www.act-on.com | @ActOnSoftware | #ActOnSW

9. Inbound/Content Strategies
Engage the Audience
• Current, Compelling and
Engaging Content
• Progress the Prospect Through
Funnel
• Right information
• Right time
• Right prospect
• Educate Over Time
• Subtle promotion
Key : Nurture and provide prospects with information to move through the funnel
www.act-on.com | @ActOnSoftware | #ActOnSW

10. Automate Nurturing Programs
Automation and Scoring
• Understand the Key
Drivers for Conversion
• Automate Based on
Responses and Activity
• Design Score Build-up
Based on Prospect Habits
• Download, attendance, etc.
Key : Score key activities by key individuals to prioritize prospects
www.act-on.com | @ActOnSoftware | #ActOnSW

11. Optimizing Marketing and Sales Handoff
Audience Insight
• Capture Behavior
• Content accessed
• Actions taken
• Prioritize by scores
• Utilize insight to Empower
Sales
• Highlight pain points and needs
• Audience Engagement
• Shown level of interest
• Engagement with sales team
Key : MQLs should feel a strong relationship has been established
www.act-on.com | @ActOnSoftware | #ActOnSW

12. Optimizing Marketing and Sales Handoff
ROI and Sales Outcomes
• Measure, measure
measure
• From first contact to close
and beyond
• Quantity, quality, time spent
in stages of pipeline, etc.
Campaigns  Leads  Opportunities  Wins
• Review metrics regularly
• Collaborate
• Focus on the facts
• Be ready to experiment
• Change tactics over time
based on results
Key : Collaborate to measure key indicators and improve based on results
www.act-on.com | @ActOnSoftware | #ActOnSW

13. Working Through the Funnel
Best Practices for Sales and Marketing Alignment
© 2012 AG Salesworks

14. The Challenges our Customers face
Ideal
Customer
Profiling
Database
ROI Analysis
Management
Tactical
Closed Loop
Outbound
Feedback
Messaging
Fully Email
Qualified Marketing
Lead Delivery Automation
© 2012 AG Salesworks 14

15. Ideal Customer Profiling
Ideal
Customer
Profiling
“Must Win” Accounts
Database
ROI Analysis
Management • Demographics
• Firmagraphics
• Past Success
• Past Losses
Tactical
Closed Loop
Outbound
Feedback
Messaging
Email
Fully Qualified
Marketing
Lead Delivery
Automation
© 2012 AG Salesworks 15

16. Database Management
Ideal
Customer
o Data Hygiene Standards
Profiling
Database
o Minimum Quality
ROI Analysis
Management
Requirements
Tactical
Closed Loop
Outbound
Feedback
Messaging
Fully Email
Qualified Marketing
Lead Delivery Automation
© 2012 AG Salesworks 16

17. Tactical Outbound Messaging
Ideal
Customer
Profiling
o Pain Focused
Database
o Title specific
ROI Analysis
Management
o Competition Ready
Tactical
Closed Loop
Feedback Outbound
Messaging
Email
Fully Qualified
Marketing
Lead Delivery
Automation
© 2012 AG Salesworks 17

18. Email Marketing Automation
Ideal
o Individual Act-On
Customer
Profiling
ROI Analysis
Database
Management
Instance
o Automation for
Telequalifying
Closed Loop
Feedback
Tactical
Outbound
Messaging
o Incorporation of all
corporate campaigns
Email
Fully Qualified
Lead Delivery Marketing
Automation
© 2012 AG Salesworks 18

19. Fully Qualified Lead Delivery
Ideal
Customer
Profiling
o Deep and Relevant
ROI Analysis
Database
Management Pain
o D-Maker or direct
pass down
Closed Loop
Feedback
Tactical
Outbound
Messaging
o Willingness to spend
o Scheduled
conference call
Fully Qualified Email
Marketing
Lead Delivery Automation
© 2012 AG Salesworks 19

20. Closed Loop Feedback
Ideal
Customer
Profiling
o Did the call occur?
Database
ROI Analysis
Management • Goal = 70-90%
o Was our information
valid?
Closed Loop Tactical
Outbound
• Goal = 90-100%
Feedback Messaging
o Is there a next step in
the process?
Fully
Qualified
Email
Marketing • Goal = 80-90% Conversion
Lead Delivery Automation
© 2012 AG Salesworks 20

21. ROI Analysis
Ideal
Customer
Profiling
ROI Database
o 50x your original
Analysis Management
campaign investment
in Stage 1 Pipeline
o Over 50% to forecast
o Closed business
Tactical
Closed Loop
Outbound
Feedback
Messaging
Email
Fully Qualified
Marketing
Lead Delivery
Automation
© 2012 AG Salesworks 21

22. Q&A
• Pete Gracey
• Co-founder & President
• AG Salesworks
• Atri Chatterjee
• Chief Marketing Officer
• Act-On Software
www.act-on.com | @ActOnSoftware | #ActOnSW

23. Next Steps
• www.agsalesworks.com • www.act-on.com
• Visit our site • Visit our site
• Sign-up for a demo
• Get in touch • Get in touch
Call: 781.702.6999 Call our hotline at: 877.530.1555
Email us: info@agsalesworks.com Email us: sales@act-on.com
www.act-on.com | @ActOnSoftware | #ActOnSW