This document discusses how marketing automation can help qualify leads by aligning sales and marketing processes. It recommends using automation tools to score leads based on profiles and behaviors, set triggers for qualified marketing qualified leads to become sales qualified leads, and implement a call plan to ensure all leads are contacted. A call plan aims to maximize connect, lead, and conversion rates. Closing the loop with sales drives accountability and increases forecasting accuracy. Top performers are more likely to use marketing automation to outperform competitors on revenue growth and lead conversion.
Customers are the lifeblood of your business. But in today’s glut of communications overload, its more challenging than ever to get your message through. At the same time, customers are getting more savvy, fragmented and unpredictable.
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What You'll Learn
- The current state of RevOps (survey results from 2,462 B2B practitioners!)
- The biggest challenges & barriers that hinder companies transitioning to revenue ops for the first time
- The steps companies are taking today to fix the customer journey & deliver a unified customer experience across their go-to-market teams (sales, marketing, customer success, and operations)
- Real-world examples & stories “from the field”, from world-class RevOps executives and practitioners
https://www.saleshacker.com/lp/2nd-annual-revenue-operations-report/
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more than 350 marketing professionals in North America and
Europe to get their take on how investing in marketing
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noteworthy results are included below.
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Having trouble selling your sales leadership on the benefits of marketing automation? Don't miss this exciting presentation from Ian Michiels of Gleanster Research on the returns you and your business can expect from automated programs!
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3. Partner Logo Here Today’s Presenters
Pete Gracey Janelle Johnson
Chief Operations Officer and co- Director, Demand Gen
Founder Act-On Software
AGSalesworks
#AOWEB
4. Partner Logo Here
Marketing Automation Success
46% Increase | Annual Revenue
26% Increase | Lead Conversions
25% Decrease | Cost Per Lead
5. Partner Logo Here Importance of Marketing Automation
Sales Marketing
Align
Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales
Why is this a Lead
Removes the Complexity
All-in-One
Marketing
Bigger, Stronger, More Effective for Less
6. Partner Logo Here Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
7. Partner Logo Here
Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
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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 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
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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Why Call Plan for Inbound
• Guarantee coverage of all MQL’s
• Impact your SQL rate positively
• Validate scoring system assumptions
• Ensure more pipeline from your efforts
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What is a Call Plan?
AG defines it as…
“A regimented and formulaic approach to the
management of outbound activity to ensure
the fastest time to first conversation and
qualification”
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Call Plan Metrics to Monitor
• Connect Rate: Call to Conversation ratio
– 15% to 20%
• Lead Rate: Conversation to Lead rate
– 5% to 8%
• Conversion Rate: Lead to Pipeline rate
– 70% to 80%
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Why call plan your inbound?
80%
80% 75%
70%
60%
60%
Where you should be
50%
Without a Call Plan
40%
30% With a Call Plan
18%
20% 15%
11%
8%
10% 5% 4%
0%
Connect Rate Lead Rate Conversion Rate
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Closing the Loop With Sales
Drive accountability up and down the funnel
Force interaction on both sides of the aisle
Attach real-time ROI to your campaigns
Increase forecast tracking
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What if you don’t?
79%
80%
70% 65%
59%
60%
50%
40%
40%
No Formal Process
Feedback Process
30%
20%
10%
10%
6%
0%
Conversion Rate Forecast Rate Close Rate
18. Partner Logo Here
Top Performing organizations
outperformed everyone else by
2-3X in revenue growth and lead-
to-sales conversion. These
organizations are 3X more likely
to use a Marketing Automation
tool.
Gleanster Research - 2011
19. Partner Logo Here Need Help?
Receive the AG Call Plan by emailing Pete
pgracey@agsalesworks.com
Sign up for a demo
www.act-on.com
Editor's Notes
If you do have ???? You may ask them via through Chat – while in full screen mode you may move you cursor up to the top of the screen and select the blue chat bubble or select the Orange Drop down arrow for the | Q & A – Section and we’ll do our best to cover your questions during the Presentation or at the end of the session. This is being recorded and a link will be made available approximately 24 hours after the session. {{ let’s get started }}
Intros.
Proven Success!! – not to mention making life a little less complicated for the Marketer: Marketing Automation makes a huge impact on the Bottom Line.
Now that you have seen the potential numbers – These are the facts – When we talk about Marketing Automation – AlignmentOn a daily basis here at Act-On our Sales Team exactly why a lead is in fact a LEAD – No GuessingManagement of the tools in one platform – makes it simple for the whole team
Steps to Increase Revenue – Align | HandoffAlign – Marketing with Sales – What does Qualified mean to Sales? (Sales/Marketing should Decide TOGETHER) Common Goal – All in alignmentHandoff – At Act-On this is Key for us – Real Time Hand off for effective follow up “Strike while the Iron is Hot” Automated triggers are KEY. - Free Trails – Request for Demo – Contact Me ect.Statistics show that the likely hood of closing a deal dramatically drops even with a single day delay – ( that makes a statement !!! – Step back for a second….look at your process – what does it say about you? )
Steps to Increase Revenue – Keeping ScoreYour score may not be the same as ours: Both profile (title industry location) or Behavior (downloaded a WP – attended Webinar visited theses 4 webpages)BANT – Budget – Authority Need TimeLine ect. may be used – Certain things may be weighed HIGHER!!!Key here: the tool needs to be Flexible …. it has to be Easy to make changes as you refine scoring over time