2. What we’ll cover today
• About SalesFUSION
• Marketing automation systems overview
• Integrating sales follow up processes with MA
• Examples of how to support sales follow up using MA
• How to eliminate Lead Leakage from your lead funnel
3. About SalesFUSION
• SaaS Marketing Application
• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
• Provide all b2b marketing functionality in a single app
• Focus on integrating Marketing and Sales (CRM)
• Only solution built on a CRM database
• Extensive global partner network
• Unique Client Services model
• Game-changing pricing structure
• 99% retention rate
• 90% of all new features added in 2011– customer requests
4. SalesFUSION B2B Marketing Integration Framework
Example text. Example text.
Go ahead and replace it with Go ahead and replace it with
your own text. Go ahead and your own text. Go ahead and
replace it with your own text. This Integrated Marketing & CRM replace it with your own text. This
is an example text. Go ahead Multichannel Integrationan example text. Go ahead
is
Sales Process
and replace it with your own text. Campaigns and replace it with your own text.
Email
Marketing
Lead Scoring
Routing
Sales Process Social
Website Publishing
Tracking
Nurture
Event
Marketing
Management
Marketing
Process
Example text. Example text.
Go ahead and replace it Go ahead and replace it
with your own text. Go with your own text. Go
ahead and replace it with ahead and replace it with
your own text. your own text.
5. Challenges in b2b sales 2012
Online buying environment
Buyers research more before engaging
with Sales
Less human interaction
More competition is at the buyer’s
fingertips
Social media complications
Less resources available to sales
More selling pressure
Marketing is expected to provide more
direct support to sales
6. Marketing’s changing role
More pressure on marketing to directly
support sales with lead gen
Marketing and Sales integration is required
at the technology & process levels
Tactical programs specifically designed for
sales lead capture
Responsibility expanded into top of sales
funnel
MQL/SQL Management
7. Traditional mismatch in marketing/sales goals &
technology
Lack of technology to support integrated funnel causes lead leakage
MA Software is designed to
plug this gap
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
8. Recent Article on SellingPower –
Why the tickler file fails on how to set up a sales tickler file
system….this is RECENT!
To get started, you will need the
Relies upon the diligence of individual following:
sales personnel 1. 4" x 6" card file/box... at least 8"
Fraught with human error
deep.
Sales will always migrate to the near-term 2. 4" x 6" index cards...white and an
additional color. Use white for
Inconsistent prospects. A color card is used to
Not data driven
record a sale, remind you to send a
thank you note, ask for referrals, and
No visibility into lead behavior distinguish special customers.
3. Numbered tabs (1-31)...for active
follow-up.
4. A-Z tabs...inactive-use for
prospects/customers you are no
longer pursuing.
5. Monthly tabs...for future follow-up.
9. Sales follow up should be
collaborative
Sales & Marketing shared responsibility
Marketing – control the electronic messaging and monitoring
of a lead (cold or warm or nurtured)
Marketing – monitor behavior along the way
Alert/Assign follow up tasks when appropriate
Provide marketing detail to sales to support the follow up
calls
10. Marketing Automation Primer
• Multichannel campaigns – email, web, social
• Outbound & Inbound
• Manages the lifecycle of the lead from capture to closure
• Enriches CRM with marketing intelligence
• Reinforce brand & messaging over time with nurture-
based campaigns
• Coordinated effort between marketing & sales
11. Marketing Automation Primer
Enabling technologies in MA Software
• Multifunctional platform includes – email, landing
pages, lead scoring & mgt, website tracking, event
management, web-based marketing programs….
• Drip & Nurture-based programs
• Lead Management
• Website Management
• Online programs management – inbound and
outbound
12. Matching MA technology with Sales
• Demand generation Programs – Inbound/outbound
• Lead capture Landing pages, website, social
• Lead scoring Behavior & demographics
• Lead routing Sales assignment, geos & roles
• Lead tracking Connection between
• ROI Analysis campaigns/leads
Opportunity linked to lead to
campaigns
15. How should marketing & sales work together?
• Delineate between MQL/SQL and define ownership & rules
• Establish firm criteria to move leads between MQL/SQL
Marketing Sales
Pre-build short & long term Manage SQL’s for short-term
nurture email campaigns viability
Content based on vertical, When leads go cold, change
demog, other criteria status
Design content to be impactful Add key demog’s to record in
yet general enough to be CRM that marketing may find
relevant “anytime” useful
16. What does a typical follow up campaign look like?
Sales Works Lead
Lead Capture from Added to MA Scored as SQL Added to CRM
No Movement
Home Page Database
30-Days
MA CRM
Lead is “kicked back”
to Marketing for
Status
further Nurturing
Status in CRM Lead
Table changed by
Sales to “Nurture”
Push high-value content to lead via
trigger emails
Append new contacts to company
records via data appending
solutions
Add to newsletter
Invite to events
Rescore new interactions
Send follow up alerts to sales or
assign follow up tasks to sales
when appropriate
17. Supporting content for leads kicked back from
Sales
Marketing should target higher value content at these type
of leads
Webinars
White Papers
Case Studies
Higher level of personalization in the email campaigns
Emails personalized from the sales person
Reference first name/account name in emails
Reference industry
18. Supporting content for leads kicked back from
Sales
Hi ++First Name++
Thank you for your recent interest in our company. We have helped companies
similar to ++CompanyName++ by improving processes that impact how you
manage issues in ++Industry++.
I thought you may find this white paper relevant as it discusses many issues that
companies such as ++CompanyName++ face.
Sincerely
++SalesSignature++
19. Creating a feedback loop between MA/CRM
Leverage the alerting mechanism in MA to keep sales in the loop
Email alerts for assigned leads/contacts
Alerts when
Web activity occurs
Content download occurs
Event registration occurs
Keeps sales in the loop
Keeps sales interested in process
Builds trust between marketing &
sales that the process works!
21. According to Aberdeen, who tracks the performance of “Best Practice”
organizations utilizing marketing automation tied to Sales….
• Inside sales achieves quote 11% more when marketing automation is
deployed
• Lead conversions (to opportunities) increased by 7%
• Inside sales make an additional 7-9 connects per day
• Overall sales team quota achievement is higher by nearly 3%
• Company revenue is higher by over 3%
23. Additional ways to support sales w/ MA Software
• Views of marketing interaction inside of CRM provide key
insight to sales
• Sales is encouraged to connect with leads/contacts when
their interest is highest
• Marketing data provides insight into prospect interest
24. Brief Product Overview
• Setting up the rules to implement sales follow up
• Providing marketing intelligence inside of CRM