CEO and Founder of GreenRope, Lars Helgeson, discusses how to make CRM and marketing automation a part of your culture to help build a better customer experience.

1. FOUNDER, GREENROPE
MAKE YOUR LEADS LAND
AND YOUR REVENUE FLY
Lars Helgeson

2. WE ALL HAVE A JOURNEY
All unique

3. YOUR CUSTOMER
Buyer persona

4. MULTI-CHANNEL WORLD
From sales to marketing to customer service. Integrated processes mean better customer experience.
Business as usual

5. PREPARATION IS THE KEY TO
SUCCESS
“If I have 6 hours to chop down a tree, I will spend 4 sharpening my axe.” - Abraham Lincoln
Sharpen your axe

6. BREAK DOWN COMPLEX SYSTEMS
INTO SIMPLER REQUIREMENTS
& FUNCTIONS
Ticketing Ground Flight
Purchase Issue Check-In Boarding TTL Cruise
Journey

7. WHAT DOES THIS MEAN FOR US?
Gotta have a puppy

8. “US”, BY THE NUMBERS
93%
Multi-Task in meetings
56%
Eat at their desks
23%
Work more than 10 hours
a day on average
60%
Use 6 or more programs
Big numbers Source: AtTask Study, 2014

9. A FEW MOVING PARTS
9
Website
Design
Content
A/B Testing
PPC
SEO
Retargeting
Advertising
Lead Capture
Forms
Auto-Responders
Data Entry
Other Channels
SMS/MMS
Mobile Apps
Offline
Likes
Shares
Posting
Social
Newsletters
Alerts
Transactional
Email
You can do it!
SALES MARKETING

10. DEFINE PROCESSES
How do people buy from you?
Key to growth

11. KEYWORD: INTEGRATION
AdvertisingCustomer Service
Loyalty / Referral ProgramsSales
Data Management / Reporting Segmentation / Analysis
Don’t boil the ocean
Don’t jump in with both feet. Take time to break it down and build it up.

12. NO ONE SAID IT WAS EASY
Most Significant Barriers to Marketing Automation Success by
Percent
Make a difference
. – Ascend2 “Marketing Automation Trends Survey” (2016).

13. MARKETING AUTOMATION ADOPTION
Seize the Opportunity!
Main Benefits of Marketing Automation
Ascend2 “Marketing Automation Trends Survey” (2016).Redeye and TFM&A Insights “The Marketing Automation Report 2014” (2014)
Top Goals of Marketing Automation Strategy

14. SEGMENT YOUR MARKET
Use technology to properly segment your audience. Target your messaging, and see higher conversion rates.
Critical!

15. BUILD YOUR DATA MODEL
What information do you collect, how and why is it used, and who uses it
Involve all stakeholders

16. CONSIDERING A CAMPAIGN
User-Defined Fields - Customer data
Lead Scoring - Actions lead to conversion
Segmentation - Different messaging based on audience
Triggers - What, when, where
Defining parameters

17. Target the best leads
LEAD SCORING EXAMPLES
Emails read/clicked/forwarded/unsubscribed
Webpages visited
Videos watched
Chats engaged
Surveys answered
Forms filled out
Support requests / tickets opened
Calls made / received
Meetings held
Presentations given
Social media posts liked/shared
Event attended
Is this a decision maker? Influencer?
Gender
Income
Position
Klout score
Children
Marital status
Interests

18. DETERMINE YOUR TRIGGERS
Forms (Newsletter, Lead Capture, Tickets)
Website Action (Pageviews, Watch Video, Chat)
Phone (Inbound/Outbound Calls, SMS)
Email (Clicks, Reads, Scores), Social (Likes, Shares)
Conversions, Purchases, Abandonment
Single Action
or
Score
or
Data Change?
Don’t overwhelm!

19. BUILD YOUR WORKFLOWS
The Simplest Workflow -
A Drip Campaign
Email sequences

20. MORE COMPLEX WORKFLOWS
Add to Group
or Tag
Create
Conversion
Download
Whitepaper
Start Drip
Campaign
Purchase
Product
Schedule CRM
Followup
Send
Thank-You
Email
Send
Survey
Email
Attend
Event
Record
Preferences
in CRM
Send
Followup SMS
with Discount
Send Email
with link to
Video
Multi-channel
Lead Score
<100 to >100
Alert
Salesperson
Schedule
Followup CRM
activity
Send
special offer
email

21. PERSONALIZE YOUR MESSAGING
Make leads feel important

22. MANAGE YOUR CONVERSIONS
Sales + Marketing
Measure time in each stage and conversion rates between stages
MORE PERSONALIZATION = HIGHER CONVERSIONS

23. PREDICTIVE
ANALYTICS
Predict
Model
Math not Magic
Find the real attribution factors.
Quickly DISCOVER effective and ineffective
campaigns

24. TEST TEST TEST!
Test Webpages
Test Emails
Learn from success & failure

25. PICK A STRATEGY
Home-Built Integration
Roll Your Own
• Legacy compatibility
• Pick best of breed
• Needs core integrator
(Zapier)
• Manage multiple APIs
Enterprise Core
SF / Oracle
• Large infrastructure
• Pick best of breed
• Expensive integrators
• Manage multiple APIs
• Costs/limits on API
All-In-One
Integrated
• Faster to implement
• Broad insights
• Big vision needed
• May not have vertical
specialization
CRM is the core

26. TIME TO MAKE
YOUR REVENUE FLY
Fear not the future

27. Take Aways
ACTIONABLE ITEMS
1 2 3 4
Get your sales and
marketing teams in a
room together
Sit down with your sales
and marketing
departments and establish
buyer personas. Start an in
depth conversation about
who your buyers are and
the data you’d like to
know about them to better
target your messaging.
Draw out your sales
funnel. What does it look
like from beginning to
end? Establish customer
touchpoints and the
different activities/actions
triggered from
customer/lead
engagement.
Ensure your CRM and
marketing automation
are integrated

28. Lars Helgeson
Founder / CEO