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Transforming Marketing Data into a Useful Sales Pitch


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Marketing automation technology offers a myriad of tools for marketers that facilitate lead generation and marketing optimization. As a stand alone technology, MAP's provide a strong value proposition to any company. However, when closely aligned with sales, and properly integrated at a deep level with CRM, a MAP can drive meaningful sales engagement and assist sales in connecting with the right prospective buyers at the right time. This session will highlight five common ways MAP's accomplish this.​

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Transforming Marketing Data into a Useful Sales Pitch

  1. 1. I don’t care about open rates and click through rates…..give me something I can USE! Marketing automation often fails to properly support sales by focusing on placing unnecessary data into CRM records. MAPs need to focus on providing sales what they want, need and can use while on the phone. Supporting sales
  2. 2. Challenges with modern B2B sales The buyer journey has become self-paced The buyer journey has become self-paced
  3. 3. How should MA support sales?
  4. 4. The value of marketing intelligence in CRM
  5. 5. Performance is high when marketing aligns with sales
  6. 6. What information should marketing present to sales? • Engagement information – how engaged is someone with your company over time? • Implicit behavioral data – website activity (visit depth, downloads, page history) • Campaign response history – summary level on which campaigns elicit a desired response • Summary level information
  7. 7. 5 ways marketing automation can support sales • Facilitate engagement between sales and self-directed buyers • Keep CRM free of unqualified suspects and eliminate lead leakage • Nurture cold to lukewarm leads • Alert sales of high-value prospect activity in real-time • Give sales insight into buyer interest before they call the prospect
  8. 8. 1. Facilitate engagement • Website visitor tracking captures valuable lead behavior • Leads are scored and pushed to CRM • Sales is alerted via email • Sales reviews marketing intelligence in lead/contact entity prior to follow up • Better information in real-time facilitates improved person-to- person engagement
  9. 9. 2. Keep CRM clean and eliminate leakage
  10. 10. 3. Nurture cold leads • Nurture marketing combines both marketing and sales actions into a single campaign • Enrollment based on scoring, lead status changes, forms activity, or web activity • Sales can automatically flag leads for re-marketing • Sales is alerted when activity occurs at any stage of a nurture flow
  11. 11. 4. Alert sales of high-value activity • Drive meaningful, person-to-person engagement • Engage when prospect interest is highest • Put some control back into sales’ hands • Keep sales excited about lead gen/marketing efforts • Lead scoring ensures only SQLs move to sales
  12. 12. 5. Give sales insight into buyer interest and behavior • Web engagement • Email and campaign responses • Event attendance • Forms and survey completions • Lead score profile and history • Create a total picture of a buyer’s behavior and interest • Present data in a way sales can digest and use in real-time
  13. 13. What does this look like in Sugar?
  14. 14. Contact us© 2014 Salesfusion 855.238.6522 3565 Piedmont Rd NE Suite 200, Bldg 2 Atlanta, GA 30305