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SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum
The document discusses the relationship between customer relationship management (CRM) and marketing automation (MA), addressing challenges in lead management, sales handoff, and measurement. It emphasizes the importance of nurturing leads through coordinated campaigns and scoring systems to improve sales effectiveness and ROI. Additionally, it highlights the role of marketing automation in optimizing the customer lifecycle and driving business growth.
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SugarCon 2013: CRM and Marketing Automation: Understanding the Customer Relationship Continuum
- 1. CRM and MA:Understanding the Relationship Continuum Tim Price, Act-On
- 2. Agenda • The SituationToday • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
- 3. The Usual Conundrum 3 Saleswants all “leads” fast Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, despairReference: Sirius Decisions
- 4. What Typically Happens 4 Inquiries MarketingQualified Leads Sales Qualified Leads Close 417 inquiries to close 1 deal Sales Acceptance Marketing and Tele Qualification Inquiry 80% No nurture/ qualification 100% Sales accepts everything/nothing 3% - ?? Inefficient use of sales resources SQL 10% - ?? Poor pipeline dynamics Sales Qualification Close Sales Qualification Marketing Qualification Inquiry OutboundInbound Teleprospecting Qualified Leads (TQLs) Teleprospecting Accepted Leads (TALs) Sales Generated Leads (SGLs) Sales Accepted Leads (SALs) Automation Qualified Leads (AQLs) Teleprospecting Generated Leads (TGLs) Sales Qualified Leads (SQLs) Won Business Reference: Sirius Decisions
- 5. Agenda • The SituationToday • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
- 6. LEADS MQL SQL & OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN Changethe Process & the Results Campaigns, Content, Programs, SLAs, Measurement & Results Joint Effort Sales ResponsibilityMarketing Responsibility
- 7. Acquisition Programs • BuildDatabase – Permission-based list acquisition – Data capture • Attract Attention – Tell the story – Links, videos, & images • Content Strategies – Blog, website, social media – Right target receiving relevant and engaging content Gather prospect information where ever possible LEADS MQL SQL & OPPORTUNITIES CUSTOMERSENGAGED CUSTOMERS ADVOCATE & FAN NAMES
- 8. Develop & DeployGreat Content • Develop – Partner & co-sponsor with industry thought leaders – Capture emergent trends/topics – Repurpose content • Deploy – Promote in multiple channels – Website, social media, email – Insist on a call to action Create a hub of compelling and contemporary content – reuse as appropriate
- 9. Nurture Before YouSell • 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 Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t Source: Marketing Sherpa
- 10. Deliberate Approach toScoring EMAIL MARKETING WEB VISITS WEBINARS FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES • Clicked on message • More points for specific messages • Do not assign score for: • “Email sent” – no action taken on their part • “Opens” • How many pages did they visit? • Which pages did they visit: Contact Us and/or Pricing vs Support? • How often do they visit the site? • Where did they come from? • Download whitepaper or other media? Act-On Customer Rapid Notify had 50% increase in opportunity creation and 20% increase in close rate after implementing scoring • Attendees vs. Non-Attendees • Who visited registration page but didn’t submit • Submitted /viewed form • How did they respond to the questions? • Is the data they provided valid? • Do they fit your target audience? • Which keywords perform the best? • What is my cost per click? • Where did they come from? • Attended a trade show / physical event? • Which mailing lists performed the best? • Which print advertising generates leads?
- 11. Lead Scoring Example Example • You're a small software company that sells patch management software. • You have two offices, one in Asia and one in the US, but you aren't global yet. • Your software isn't cheap, so you need prospects with reasonably large budgets. Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System Administrator 3 Sales Engineer -4 Location of Headquarters United States 5 Hong Kong 4 Romania -5 Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information Technology Services 5 Computer Software 4 Automotive -5 Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2 Implicit Online Behaviour Point Value Visitor downloaded the How Do We Compare To Our Competition white paper 5 Visitor browsed company website multiple times in the past 7 days. 5 Visitor downloaded the Evaluation Guide. 5 Visitor is already a lead in the sales system. 4 Visitor clicked on company's Jobs web page. -5
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- 13. Agenda • The SituationToday • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
- 14. The Art ofthe Handoff • Lead definitions (what is a lead?) • Timeframe & responsibility • Criteria for acceptance & rejection • Routing of leads (who gets what?) • Well defined service level agreements (SLAs) LEADS MQL SQL & OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN
- 15. Using Scores toPrioritize Leads
- 16. CRM Integration –Hot Leads to Sales
- 17. Ensuring Success • Focus – Keep SLAs clear and brief (minimize nuances and exceptions) • Evolve – Adjust based on performance metrics, data and feedback • Enforce – Those bound by SLAs must be held responsible – Visibility into key performance metrics for each function – Agreement between leaders on how to manage • Own – Marketing and sales operations usually own maintenance – Marketing and sales leaders sign and communicate contents 17 Automation helps track & measure performance
- 18. Agenda • The SituationToday • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions
- 19. Start by Keepingit Simple… 19 Function Key Metrics All • Waterfall conversion rates Marketing • Lead volume/quality adherence Telesales • Accept/reject/disqualify/promote timeframes • Disqualify reasons (adherence and lead quality) Sales • Accept/reject/disqualify/promote timeframes • Disqualify reasons (adherence) Truly successful decision making relies on a balance between deliberate and instinctive thinking. Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
- 20. From Leads toRevenue… Close the Loop • Complete campaign reports to measure leads & opportunities • Detailed reports groups campaign by campaign type • Integrate Opportunity and Closed data from SFA New Leads Leads Converted To Opportunities Opportunities To Revenue Campaign Performance by Campaign Type
- 21. Agenda • The SituationToday • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up and Questions
- 22. Marketing Automation forthe Customer Lifecycle ACQUISITION PROGRAMS NURTURING PROGRAMS MARKETING TO SALES HANDOFF CUSTOMER SUCCESS PROGRAMS Social Webinars Whitepapers STAGESACTIVITIESSYSTEMS LEADS MQL SQL & OPPORTUNITIES CUSTOMERS ENGAGED CUSTOMERS ADVOCATE & FAN EXPANSION Advocacy Referrals Increased Purchases Implementation Training Usage
- 23. About Act-On • OurCompany – Founded in 2008 by founders of Responsys and Webex – 140+ employees today in Oregon & California • Our Technology – Designed from the ground up for small marketing teams – Simple, powerful and easy to integrate – 3rd generation SaaS platform built to scale • Our Customers – 1,400+ and growing across all major vertical industries – From Progressive Insurance and Cisco to many companies you probably don’t recognize
- 24. Questions… Phone: (877) 530-1555Email: info@act-on.com @ActOnSoftware | #ActOnSW
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