Measuring Inbound Marketing Success with Salesforce CRM – Thrustmaster
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The document summarizes a company's marketing and sales processes. It outlines various lead generation sources and initiatives like website analytics, email blasts, print ads, brochures, and call schedules. It also describes how the company uses a CRM tool (Salesforce) to track leads, opportunities, accounts, and automate certain tasks like syncing events to Outlook calendars. The goal is to generate more leads, qualify prospects, and move them through the sales funnel towards becoming customers.
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Measuring Inbound Marketing Success with Salesforce CRM – Thrustmaster
- 1. Marketing Report Lead Tracking / Generation By Johnray Strickland
- 3. Source of the Inquiry Naval Architect / Designer Owner / Operator Shipyard Has theproject been funded? No Ye s Has a shipyard been selected? Ye s No Are we on the Makers list? Work with owner / operator to get on makers list No Do you have the delivery schedule? Ask for the delivery schedule from the yard No Ye s Ye s Established enough liability to exceed warranty? Adjust warranty period No Ye s Do our products meet the application requirements? No Yes Can engineering / applications offer a solution? No Unqualified project Find out when the project will be funded Have the list No of bidding shipyards? Find out other bidding shipyards Is our bid competitive on price? Negotiate pricing No Ye s Close the deal Sales Process Decision Tree
- 4. Thrustmaster Marketing Sales Funnel Visualizing the marketing & salesprocess.
- 5. Marketing Sales Funnel Campaign Lead Opportunity Proposal Account Project Support Parts & Service
- 6. Marketing Initiatives EverycampaignistrackedinSalesforce Campaign Lead Email Blasts Thrustmaster.net Advertising Press Releases Call SchedulesProspecting Trade Shows Brochures Presentations White Papers SEO Videos Events Magazine Call Tracking Salesforce
- 7. Marketing Sales Funnel Campaign Lead Opportunity Proposal Account Project Support Parts & Service Company with an interest in our products. Needs to be qualified. Marketing initiatives to generate leads Qualified company with an interest in our products that has been quoted. Tracks interactions, visits, calls. Proposal - products, their value, and a closing date. Child of an opportunity. Account = Company records. Includes all company contacts, opportunities, proposals, interactions. Historic reference for future interactions.
- 9. I’m a sales contact – we met once at a trade show. I’m treated like a bad ex you don’t want to call or write anymore. Seriously, you’re busy. I get it.
- 10. Now - I’ve been engagedwith your email blasts and love what I’m seeing so far!
- 11. I’vetakena look at your product lineup online– the new website looks great!
- 12. I can’t believeit – I just receiveda phone call afterbeing assigned to a call schedule.
- 13. My colleagues have also been grouped under my company’s accounton Salesforceand are receiving the same treatment!
- 14. My company vertical has been categorized with similar companies who are also getting the same exposure to Thrustmaster! Marine Market Customer Type:Owner Customer Type:Shipyard Breaux's Bay Craft, Inc.
- 15. Now you can focus yoursalespitch to the rightaudience by sortingsalescontactsinside of Salesforce. Marine Market Sorted by Shipyards, Navarch, Owners, Operators Companyname Companyname Offshore Market Companyname Companyname Inland Waterways Companyname Companyname
- 16. Marine Market Companyname Companyname Offshore Market Companyname Companyname Inland Waterways Companyname Companyname Eachaccount & contactis alsoassigned to a specific regional office Thrustmaster Asia Pacific Shipyards, Navarch, Owners, Operators
- 18. Thrustmaster.net, a lead gen.machine! 36,400Visitors (comparedwith5,360last year) 130+ ContactForm Submissions 390+ Direct SalesmanEmail Inquiries 400+ Phone Callsthrough Website
- 19. Email Blasts Turning cold calls into warmprospecting calls.
- 20. 5,920 Subscribers &Counting Distribution: Subscribers are queued to receive 14 custom tailored emails stretched out over the course of a year. NewSubscribers: Every inquiry through the website is asked if they want to subscribe to the eblasts. (90% sign up rate) LeadTracking: Each email encourages the recipient to reply. Those that reply with project info are added to salesforce as leads.
- 21. Detailed Reports Eblast Reports
- 22. Print Ads in 2015 Generating Exposure.
- 23. Print Ad Offers Only Front inside or backcovers Publication Offer Maritime Executive 4 cover ads, eblast to 80k subscribers, article on President Marine Log 6 cover ads, 3 eblasts Maritime Reporter 6 cover ads, Interview with Joe, eblast to 87k subscribers Marine News 6 cover ads Naval Architect (SNAME) 2 cover ads Ship Repair (SNAME) 1 cover ad International Tug & OSV 12 cover ads Workboat 4 cover ads, 12 enews ads, Upstream 4 cover ads Workboat Xchange Scheduled meetings with prospects days before workboat
- 24. Thrustmaster’s Own Magazine In production! -Planned distribution to 2,000 subscribers. -Supporting news website in the works.
- 25. New Brochures Features& Benefits,References,Pictures, and DetailedWrite-ups.
- 27. 8 Prospecting Calls perday 12 Week Intervals between Calls to a single Account Call list filled with NEW potential customer/ sales leads fitting the target market, and having buying authority.
- 28. • We’re being proactive! • Lead Generation • Project discovery • RFP Opportunities • Introduction to product lineup • Face-to-face meeting setup • Finding key decision makers • Updating account database with new contacts • Follow-up on previous opportunities/proposals / leads Call Goals
- 29. Salesforce Events Sync with Outlook CalendarAutomatically