[Demand Generation Webinar] Companies Hoping to Steadily Land New Clients Must Reinvent the Sales Process
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Originally recorded in June 2015. Speaker: Mark Woodbridge, SVP, Salesfusion. Learn how to turn a cold sales call into a smart sales call. B2B businesses adopting marketing automation join marketing and sales into a single team through common business generation goals.
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Marketing automation is a subset of customer relationship management that focuses on defining, scheduling, segmenting, and tracking marketing campaigns using software. It automates manual marketing tasks like lead segmentation, data integration, and campaign management. The key areas of marketing automation include demand generation, conversion, closing deals, and customer delight/retention. Companies that use marketing automation see benefits like 107% better lead conversion rates and 40% greater average deal sizes. Success requires a strategic cross-channel approach and aligning touchpoints to each stage of the customer lifecycle.
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[Demand Generation Webinar] Companies Hoping to Steadily Land New Clients Must Reinvent the Sales Process
- 1. The New Era of Marketing Technology and What Lies Ahead Mark Woodbridge VP Sales - EMEA
- 4. Cold Calling Cold calling is a technique whereby a salesperson contacts individuals who have not previously expressed an interest in the products or services that are being offered
- 5. Marketing
- 6. Awareness Recognition Consideration Preference Justification Customer Buying Cycle Thought Leadership Solution Knowledge Solution Validation Competitive Knowledge Investment Validation *Pedowitz Group, Guide to Revenue Marketing
- 7. C-levels see the severe disconnect that exists between marketing and sales. Marketing automation platforms (MAP) drive deeper alignment between sales and marketing teams. The social web reduces the power of the traditional sales team. Marketing automation platforms are now Integrating online channels (email, social, PPC, blog, etc.) Sales should work in a clean CRM with leads pushed through from a robust Marketing Automation platform. Thorough integration of MAP and CRM. Buyer control is shifting due to online research. Marketing automation supports the movement away from bulk email blasts toward nurture- based marketing programs. Sales and Marketing Landscape
- 8. Engaging in the Buyer Journey Manages the “buyer” journey by capturing and reacting to explicit & implicit buyer touchpoints Identifies, groups, and classifies buyers based on their journey stage Encourages sales/buyer interactions earlier in the journey Provides context to sales as to why a buyer may be interested and interacting with their brand
- 9. • Drive meaningful, person-to-person engagement • Engage when prospect interest is highest • Put some control back into sales • Keep sales excited about lead gen/marketing efforts • Lead scoring ensures only SQL’s move to sales Sales & Marketing Alignment
- 10. Benefits of MA Without Marketing Automation Companies who adopt marketing automation on average benefit in the following ways: With Marketing Automation better forecast accuracy Source: Aberdeen Group, “Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI” - June 2010 107% better lead conversion rate 40% greater average deal size 20% higher team attainment of quota 17%
- 11. Increasing productivity, lead volume and sales revenue MarketingProfs 2014 Marketing Automation Benchmarks and Trends The most important objective of a Marketing Automation Platform:
- 12. Integrating CRM & MAP MAP CRMQualify Lead Scoring, Lead Routing, Nurture Programs Discover Evaluate Qualify Engage Close
- 13. Marketing Technology Usage by Sales *Holger Schulze, Pepper, Marketing Automation Report, 2014
- 14. 5 Benefits to Sales Regains control of the sales cycle Maintains CRM data integrity Provides relevant and timely insight into buyer interest Nurtures both new prospects and existing customers Automates sales tasks and opportunities within CRM
- 15. “One of our sales reps now calls cold calls, smart calls.” - Emily Kuhn, Realityworks Realityworks produces experiential learning technology that gives users life like experience through their simulations.
- 16. Thank You