The document summarizes a presentation about integrating marketing automation (MA) software with customer relationship management (CRM) systems. It discusses trends in marketing technology, key considerations for integration like data sharing and functions, and assessing different systems. The presentation emphasizes using MA to improve CRM usage and adoption, eliminate lead leakage, and track multi-channel marketing campaigns through the sales pipeline in the CRM. Live Q&A was offered at the end to learn more.

1. Integrating MA Software
With CRM Systems

2. Today’s agenda
• Marketing technology trends for 2012
• Fundamentals for integrating MA software with CRM
• Key functional considerations
• Key process considerations
• The movement to nurture-based marketing programs
• The impact MA software has on your CRM adoption and
usage
• How to build a lead-to-revenue management-focused sales
effort
• Live Q&A

3. Housecleaning items for the session…
• Copy of materials – available post-session
• On-demand version – available next week
• Kindle Fire giveaway – winner announced with follow up
email
• Like us on FB http://www.facebook.com/SalesFUSION
• Giving away an iPad in March

4. Speakers
David Raab - Mr. Raab has written hundreds of articles on marketing technology for
publications including Information Management, DM Review, DM News, Relationship
Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database
Marketing. He is the author of Marketing Performance Measurement Toolkit (Racom Books,
2009) and the B2B Marketing Automation Vendor Selection Tool (www.raabguide.com) . An
archive of his published articles is available at www.archive.raabassociatesinc.com and
additional research appears regularly on his blog
http://customerexperiencematrix.blogspot.com.
Mr. Raab established the technology consulting practice at Raab Associates in 1987Mr. Raab
holds a bachelor's degree from Columbia University and MBA from the Harvard Business
School.
Contact information:
Telephone: 914-241-2117
Email: draab@raabassociates.com
Web: www.raabassociatesinc.com
Twitter: @draab
Blog: http://customerexperiencematrix.blogspot.com/

5. Speakers
Kevin Miller - Kevin Miller is a principle at SalesFUSION and serves in the role of Chief
Marketing Officer. Kevin has over 19 years experience in database marketing, marketing
data base management software, consumer promotions, CRM and b2b demand generation.
Kevin has served as a consultant for a number of technology companies over the years and
has performed over 350 webinar campaigns in his career.
Prior to SalesFUSION, Kevin handled sales and demand generation duties for Marketbright,
an early vendor in the b2b marketing space. Prior to Marketbright, Kevin managed an MCIF
solution for Metavante corporation. Metavante had acquired NuEdge Systems, a leading
retail marketing database solution in the late 90’s.
Early in his career, Kevin served as an account director for a promotions marketing firm and
worked to develop campaigns with leading agencies such as Grey Direct and Bozell
Worldwide as well as leading companies such as Discovery Networks, Sony, Toyota and
Johnson & Johnson.

6. Marketing technology trends for
2012
• Emphasis on nurture marketing, not email blasting
• Integrated social media channels
• Lead management versus lead acquisition
• Lead to sales revenue management
• Cold calling to warm calling
• Marketing is part of CRM, not outside
• Blended web presence – social, PPC, corporate Website
MA
CRM

7. Key Technologies
• Website visitor tracking
• Lead activity alerts
• CRM Field value triggers
• Lead scoring & routing
• Drip & trigger-based email campaigns
• Webinars
Website
• Social landing pages
MA
CRM

8. Why integrate marketing to CRM?
• Eliminate lead leakage
• Improve CRM usage and adoption
• Improve lead conversion
• Track campaign using opportunity data
• Sales & Marketing alignment
Website
MA
CRM

9. Why is it difficult?
• Marketing DB & CRM DB – very different structure
• Culture clash between marketing and sales
• Marketing data is “messy” and doesn’t fit neatly into
CRM
• Marketing tech is changing too rapidly for CRM to keep
up
Website
MA
CRM

10. LEAKY SALES FUNNELS INCREASE ACQUISITION COSTS
Source: Forrester Research October 2006, “Improving B2B Lead Management” report

11. The changing nature of b2b marketing
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
• Marketing has a stake in CRM
• Marketing is responsible for upper funnel
• Marketing may be responsible for inside sales
•
11
Marketing may have financial stake in pipeline

12. Integrating Marketing
Automation and CRM
David M. Raab
Raab Associates Inc.
January 19, 2012

13. About Raab Associates
• independent consultants specializing marketing
technology and analytics
• marketing background
• assess infrastructure, define requirements, select tools
and vendors, design measurement systems
• VEST report on B2B Marketing Automation Systems
• lots of free stuff at www.raabguide.com
• blog: http://customerexperiencematrix.blogspot.com/
• Twitter: @draab

14. What is CRM Integration
and Why Do I Need It?
• lead transfer
• lead nurturing
• sales access
• process integration
• analyze results

15. Integration Issues
• data shared
• actions synchronized
• sales user functions
• complexity
• API capabilities

16. Deep Dive: Data
• data available
• data complexity

17. Deep Dive: Functions
• lead/contact functions
• campaign functions
• activity functions
• sales access functions

18. Deep Dive: API
• API capabilities
• API utilization

19. Deep Dive: Complexity
• administration
• precision

20. Assessing a System
• define your needs
• analyze vendors
• consider trade-offs

21. Lead Flow in a web 2.0 world
Websit Marketing
e Automation CRM
Online
• Bi-directional flow of
Ads
data between
marketing and CRM
Social • Auto-assign leads to
sales
• Trigger follow up
campaigns
Email • Apply rules and logic
Campaigns • Create LP’s for each
channel/campaign

22. Technology Focus - Website Visitor tracking
• Implicit activity – vital for lead scoring
• Triggers sales alerts
• Data presented in CRM
• Adds value to phone interactions
• Keeps sales excited about the lead gen process
• Real-time

23. Technology Focus - Website Visitor
tracking
• Keep CRM clean
• Collaborate with sales on rules
• Route leads when they are high-value
• Allows for predictive marketing pipeline analytics
• Eliminates early problems with online marketing
Marketing
Automation CRM

24. Technology Focus – CRM Field
Triggers
• Marketing – listens to CRM for field value changes
• Changes to field values drive campaigns
• Free up sales to focus on closing deals
• Ensures no lead left behind
• Replaces the tickler file
Marketing
Automation CRM

25. Live Q&A
Learn more at www.salesfusion.com
Thank you for attending
• Copy of slides
• Video – available next week
• White Paper – via follow up
• See a one/one demo
• Learn more about David’s services
Kindle Winner to be
announced Next Tuesday
via email