2013 01 17 marketing sales alignment_final


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2013 01 17 marketing sales alignment_final

  1. 1. Best Practices for Marketing and SalesAlignmentWorking Through the Funnel Join the @ActOnSoftware conversation on Twitter and discover what others are saying about us: #ActOnSW or @AGSalesworks www.act-on.com | @ActOnSoftware | #ActOnSW
  2. 2. Welcome! Thanks for joining us today. Pete Gracey Atri ChatterjeeCo-founder & President Chief Marketing Officer AG Salesworks Act-On Software @Peter_Gracey @atrichatt www.act-on.com | @ActOnSoftware | #ActOnSW
  3. 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. 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 contentKey : Gather prospect information where ever possible www.act-on.com | @ActOnSoftware | #ActOnSW
  5. 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 contentKey : Unified front of all touch points from you to your prospects www.act-on.com | @ActOnSoftware | #ActOnSW
  6. 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 effortsKey : Communicate what the prospect wants, refine it, and nurture the prospect www.act-on.com | @ActOnSoftware | #ActOnSW
  7. 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 manyKey : Create a hub of compelling and contemporary content – reuse as appropriate www.act-on.com | @ActOnSoftware | #ActOnSW
  8. 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 funnelKey : Tailor website content to move prospects through the funnel www.act-on.com | @ActOnSoftware | #ActOnSW
  9. 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 promotionKey : Nurture and provide prospects with information to move through the funnel www.act-on.com | @ActOnSoftware | #ActOnSW
  10. 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. 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 teamKey : MQLs should feel a strong relationship has been established www.act-on.com | @ActOnSoftware | #ActOnSW
  12. 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 resultsKey : Collaborate to measure key indicators and improve based on results www.act-on.com | @ActOnSoftware | #ActOnSW
  13. 13. Working Through the Funnel Best Practices for Sales and Marketing Alignment© 2012 AG Salesworks
  14. 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. 15. Ideal Customer Profiling Ideal Customer Profiling “Must Win” Accounts Database ROI Analysis Management • Demographics • Firmagraphics • Past Success • Past Losses TacticalClosed Loop Outbound Feedback Messaging Email Fully Qualified Marketing Lead Delivery Automation © 2012 AG Salesworks 15
  16. 16. Database Management Ideal Customer o Data Hygiene Standards Profiling Database o Minimum Quality ROI Analysis Management Requirements TacticalClosed Loop Outbound Feedback Messaging Fully Email Qualified Marketing Lead Delivery Automation © 2012 AG Salesworks 16
  17. 17. Tactical Outbound Messaging Ideal Customer Profiling o Pain Focused Database o Title specific ROI Analysis Management o Competition Ready TacticalClosed Loop Feedback Outbound Messaging Email Fully Qualified Marketing Lead Delivery Automation © 2012 AG Salesworks 17
  18. 18. Email Marketing Automation Ideal o Individual Act-On Customer Profiling ROI Analysis Database Management Instance o Automation for TelequalifyingClosed Loop Feedback Tactical Outbound Messaging o Incorporation of all corporate campaigns Email Fully Qualified Lead Delivery Marketing Automation© 2012 AG Salesworks 18
  19. 19. Fully Qualified Lead Delivery Ideal Customer Profiling o Deep and Relevant ROI Analysis Database Management Pain o D-Maker or direct pass downClosed 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. 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. 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 TacticalClosed Loop Outbound Feedback Messaging Email Fully Qualified Marketing Lead Delivery Automation © 2012 AG Salesworks 21
  22. 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. 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