Marketing automation can help sales and marketing teams align their processes to accelerate the sales funnel. It removes complexity by providing an all-in-one solution to develop content, score and qualify leads, intelligently nurture prospects, and measure results to refine efforts. The document outlines 5 steps companies can take today like developing content, keeping score of leads, aligning handoffs between teams, nurturing prospects with tailored content, and continuously measuring and improving processes.
4. 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
8. 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
9. Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
10. The Funnel
Word of
mouth
• Top of funnel:
Marketing
Marketing
• Middle of funnel:
Lead qualification
MQL
Lead
• Bottom of funnel: SQL Qual
Sales team
Sales
prospects Sales
#AOWEB
11. 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
12. Intelligent Nurturing
Content Timing
When
How Much
How Often
Progressively Profile
Progressive Forms (pre-fill)
Landing Pages - Email
Convert, track & report
13. Nurturing in Action
New leads
• Further qualify prospects
• Maintain prospect mindshare
Re-engage/Re-market
• Reach back out to contacts that are “lost to
no decision”
• Stay top of mind for when they’re ready to
make decision
#AOWEB
15. Track all Activities
Measure effectiveness of
email
• Opens
• Clicks
• Opt-outs
Test multiple variables
• Day / Time Sent
• Subject Line
• HTML vs Text
18. Getting Started
1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine
5. Continue to streamline processes with marketing
automation
19. Ready to Learn More?
Sign up for a demo:
actonsoftware.com
blog.actonsoftware.com
Can’t Wait?
Call our hotline at: 1 (877) 530-1555
Email us: sales@act-on.net
Editor's Notes
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
The over all Goal: GET STARTED TODAY!!!Start simple: 5 STEPS That we will Discuss---- Yes there are many options and things coming at you like crazy– However our Customers following the KISS Method: Keep It Simple for SalesTransition: Typically this is the BIGGEST NEED – and drives the most business!!
Steps to Increase Revenue – ContentDevelop the Content – This is your plan – Why do people need help? The who and the what --- What would they find value in? Why is itimportant to them – Start simple ---- ask yourself what common issues they are trying to solve??-- Map it out…
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
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? )
SDRsPass to salesReturn to marketing for further nurturing
Act-On gives you the tools to convert them. These as just a few…. Let’s talk about a Plan. Example:
Increase Revenue – Cadence | ProgressionCadence | Progression – Timing Is everything– When to send --- How much how often… without being bothersome. (Key here is relevancy)Progression – with in MA you have tools called, Smart Forms- Gated Forms Progressive Forms | Landing Pages and Prefill – Combined together allows prospects to fill out their information ONE TIME – or if the prefill is checked their “known data” will automatically pre-populate = Easy Conversion – Easy Follow upthat is tailored to their interests.
Steps to Increase Revenue – Track | Measure | Refine | RepeatAgain starting simple in marketing will generate leads for sales and as lead flow increases the process will be measured based on you goals, then marketing can easily refine the process to enhance the quality. Repeating this places the organization on shortest path to the ultimate goal– RevenuMarketing Automation is a tool that gives marketers the ability to tie all of this together in one simple – easy to manage application