This document discusses best practices for integrating marketing automation with Salesforce.com. It covers defining a lead to revenue management model, key metrics and programs, and roles of marketing and sales. Marketing automation is described as a process and technology that combines multichannel campaigns, lead scoring, routing and tracking to manage leads from capture to closure. Integrating these tools with CRM allows for data-driven sales and marketing. The presentation provides examples of how marketing automation can improve lead generation, qualification and sales by allowing real-time monitoring, reducing response times and increasing prospect touches.

1. Marketing Automation For…
SalesFUSION Webinar -
Best practices for integrating
marketing automation to
Salesforce.com

2. What we’ll cover today
• State of b2b lead gen in 2012
• A marketing automation primer
• Defining a lead to revenue management model for your
company
• Integrating marketing automation with CRM
• Key metrics and programs
• Roles and responsibilities of marketing & sales
• Improving the selling experience with marketing data
• Brief demo

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
• AppExchange certified since 2007
• Lowest point-of-entry cost for a MA platform
• Known for hands-on, personalized service

4. Marketing automation is
• Process and technology combined
• Collaboration between marketing and sales
• Analytics to track the revenue output of campaigns
• Data-driven sales
• Data-driven marketing
• Technology integration between marketing and sales
• Focus on managing the lead to revenue cycle
Lead to revenue management is the byproduct of
integration between marketing and sales technologies

5. Marketing Automation Primer
Marketing automation is NOT the ability ail
end an em
I can s CRM!!!!!!
to mass email from CRM Yeah! n from
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•Multichannel campaigns – email, web,
social
•Outbound & Inbound
•Manages the lifecycle of the lead from
capture to closure
•Enriches CRM with marketing
intelligence

6. 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

7. Marketing Automation starts with lead generation
Stages of marketing automation
• 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 campaigns/leads
• ROI Analysis  Opportunity linked to lead to campaigns

8. Demand & lead generation
Where are leads originating from in 2011 – 2012 (projected)
Estimates based on multiple sources/research analysts –
represent averages
•Referrals/Personal connections = 30-40%
•Corporate Website = 20-25%
•Email marketing – 10-15%
•Advertising = 6-9%
•Social Media = 1-3%
•Other (includes cold calling) = 10-12%

9. Lead to revenue management
Facilitated and optimized using nurture-based programs
•Drip & Trigger-based email campaigns
•Personalized, reactive campaigns
•Behavioral segmentation
•Content-driven

10. October 2010 “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales”
FORRESTER’S MARKETING AUTOMATION MATURITY MODEL
What type of b2b marketer
do you want to be???

11. Fundamental issues with lead to revenue management
Often caused by mis-matched technology and poor process planning
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

12. Marketing & Sales Roles in lead to revenue management
Marketing’s Role
• Identify leads
• Generate leads
• Execute campaigns
• Pre-qualify leads
• Nurture leads
• Re-Market stale sales leads
Sales’ Role
• Complete lead qualification
• Present and propose
solutions
• Propose pricing
• Execute contracts
• Close business
• Cross-sell
• Changing traditional roles
• Inside sales is no longer a sales function
• Skill-sets for inside sales are changing
• Marketing – ½ Focus on brand & ½ Focus on Upper
Funnel Development

13. Defining your lead to revenue management model
• Target markets
• Generating demand & awareness (programs)
• Verticals, geos, sales roles
• Defining MQL (marketing qualified lead) vs SQL (sales qualified
lead)
• Refine the initial scoring model
• Define routing rules
• Define success metrics
• Test over 90-days & adjust

14. Data-Driven Sales
• CRM with the power of marketing
intelligence, useful sales data and
rational workflow
• Best chance for connection with
prospects
• Calls transformed from “Taking” to
“Offering”
• Stigma of cold calling is eliminated
• Empowered telesales personnel perform
better

15. What does this look like in CRM?
• Brief demo – lead scoring
• Brief demo – data-driven sales in CRM
• Brief demo – lead to revenue reporting

16. The importance of marketing automation tools
• Provides a mechanism for real-time lead monitoring
• Reduces lead response time
• Allows for enrollment in pre-defined trigger campaigns
• Increases touches in first 30-days following initial inquiry
• Allows for research and appending of data through sources
such as Jigsaw
• Alerting via email ensures leads are touched quickly

17. How important is this to your upper funnel success?
According to Aberdeen, who tracks the performance of “Best Practice” organizations
utilizing marketing automation tied to CRM/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%

18. Questions?
• Schedule a demonstration of SalesFUSION
• Learn more www.salesfusion.com
We Provide a complete MA Solution at an affordable price
• Enterprise b2b marketing
• Advanced email marketing
• Lead scoring
• CRM integration
• Web visitor tracking
• Dialogs, forms, landing pages
• Social media marketing
• Event management