This document discusses optimizing marketing campaign ROI through CRM. It outlines the basic campaign process, including planning goals and objectives, executing targeted email communications, capturing and managing leads, sales follow up, and measuring results. Key aspects of the process include segmentation of target audiences, developing email content and landing pages, quantifying metrics like cost per lead, and calculating marketing ROI. The presentation provides guidance on choosing measurable marketing programs and defining success metrics to effectively demonstrate campaign performance and ROI.

1. Navigating Roadblocks with CRM:
Optimizing Marketing Campaign ROI

2. Speakers
Neal Cranna John Easton
Director, Marketing Director, Product Management

3. Marketing ROI –
Revenue Marketing
“The requirement for marketers to demonstrate ROI is a trend
that is here to stay. For 2012, choose measurable marketing
programs and define your objectives and success metrics.”
“It's an old saying in the business world, but it never really
grows old: You can't manage what you can't measure.” -
Marketing Profs.com
Source: Marketing Profs Chris Chariton

4. Campaign ROI Basics
Social
Email Web
Media
ROI
$$
Cost Per
Lead

5. Basic Campaign Flow
Lead Capture Purchase or
Measurement
Promotion or Response Sales Follow
of Results
in CRM Up

6. Campaign Process
Planning: Define Metrics:
Lead Management:
Campaign Goals and Measuring Results
Objectives Sales Follow Up
and Adapting
Execution:
Measuring Results:
Data: Segmentation Email
of Target audience Sales Opportunities
Communication and
Created
Lead Capture
Process: Campaign Content: Email Campaign (M)ROI:
Components and Development and Marketing Return on
Timeline Messaging Investment

7. Campaign Process
Email Invitation
Landing Page
Registration Form

8. Campaign Process
Planning: Define Metrics:
Lead Management:
Campaign Goals and Measuring Results
Objectives Sales Follow Up
and Adapting
Execution:
Measuring Results:
Data: Segmentation Email
of Target audience Sales Opportunities
Communication and
Created
Lead Capture
Process: Campaign Content: Email Campaign (M)ROI:
Components and Development and Marketing Return on
Timeline Messaging Investment

9. Building Targeted Lists

10. Campaign Process

11. Campaign Process
Planning: Define Metrics:
Lead Management:
Campaign Goals and Measuring Results
Objectives Sales Follow Up
and Adapting
Execution:
Measuring Results:
Data: Segmentation Email
of Target audience Sales Opportunities
Communication and
Created
Lead Capture
Process: Campaign Content: Email Campaign (M)ROI:
Components and Development and Marketing Return on
Timeline Messaging Investment

12. Campaign Email Content

13. Campaign Email Execution

14. Lead Capture Forms

15. Campaign Process
Planning: Define Metrics:
Lead Management:
Campaign Goals and Measuring Results
Objectives Sales Follow Up
and Adapting
Execution:
Measuring Results:
Data: Segmentation Email
of Target audience Sales Opportunities
Communication and
Created
Lead Capture
Process: Campaign Content: Email Campaign (M)ROI:
Components and Development and Marketing Return on
Timeline Messaging Investment

16. Email Metrics

17. Lead Management Process

18. Sales Follow Up: Field Marketing

19. Webinar Poll Results
What challenge(s) do you have with
email marketing?
Targeting recipients with highly relevant content 32%
Quantifying email marketing ROI 23%
Lack of an effective email marketing strategy 41%
Inadequate staffing resources 32%
Lack of efficient email marketing process 36%

20. Campaign Process
Planning: Define Metrics:
Lead Management:
Campaign Goals and Measuring Results
Objectives Sales Follow Up
and Adapting
Execution:
Measuring Results:
Data: Segmentation Email
of Target audience Sales Opportunities
Communication and
Created
Lead Capture
Process: Campaign Content: Email Campaign (M)ROI:
Components and Development and Marketing Return on
Timeline Messaging Investment

22. THANK YOU
For all your Sales & Services needs:
 Contact your Account Manager or local
Maximizer Business Partner in your area
 Email: sales@maximizer.com
 Phone: 1-800-804-6299