Using marketing automation to boost revenue and reduce marketing cost
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This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to: - Increase of over 50% in the total value of opportunities generated - Reduce lead qualification cost by 50% - Cut the time between lead generation and initial contact by more than 90% As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management. This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.
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Using marketing automation to boost revenue and reduce marketing cost
- 1. USING MARKETING AUTOMATION TO BOOST REVENUE & REDUCE MARKETING COST
- 2. • Acquisio? • The Acquisio Case Study • Challenges • Solutions • Results • Take Away • What to expect • Best Practices Agenda
- 3. • Founder Webfin.com • Founder DisnatDirect • Founder Emovendo • Director Marketing at Acquisio Alexandre who? blog.apelletier.com @apelletier facebook.com/alexandre.pelletier linkedin.com/in/apelletier
- 4. About Acquisio • +250 Agency clients • +20 Countries • +100 Employees • +4000 Users • +9500 Brands • Venture backed ($17M) • #46 on 2011 Deloitte Fast 50 • Offices in Montréal, London & Seattle
- 5. Acquisio Platform The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.
- 6. CHALLENGES
- 7. All leads were sent to sales
- 8. Lead processing was very long
- 9. SOLUTIONS
- 10. • Creating and documenting a complete lead management process • Designing and implementing a lead scoring model and nurturing program • Automating and templating the lead capture process Solutions
- 12. Lead Scoring
- 13. Lead Scoring Threshold Matrix
- 14. Lead Nurturing
- 17. RESULTS
- 18. • Increase of over 50% in the total value of opportunities generated • Reduce lead qualification cost by 50% • Cut the time between lead generation and initial contact by more than 90% ROI
- 19. 2011 Revenue Cycle Analysis 6049585156 11511461 45% 19%63%19%
- 20. TAKE AWAY
- 21. • Lead Management Optimization is a journey, not an overnight quick fix • Need to be supported by both Sales & Marketing Executives • Current processes and responsibilities will change • Sales team will need to be trained on the new process and provide feedback • New content will need to be developed What to Expect
- 22. • Before starting, map your current processes, identify dead- ends & fix them • Start small with a simple nurturing program and a simple lead scoring model • Iterate based on sales feedback • Communicate frequently to sales and train them on the nurturing program • Make sure you have an SDR position, someone who qualifies marketing leads Best Practices