SlideShare uma empresa Scribd logo
1 de 25
Baixar para ler offline
The Value of Marketing Automation in
the Marketing to Sales Continuum

Atri Chatterjee
CMO, Act-On Software




                 www.act-on.com | @ActOnSoftware
Agenda

•   The Situation Today
•   Strategically Tackling the Funnel
•   Sales Handoff
•   Measurement & Feedback
•   Wrap-up & Questions




                   www.act-on.com | @ActOnSoftware
The Usual Conundrum



                 Sales wants all
                  “leads” fast             Marketing hits the “more”
                                                    button


                   Sales doesn’t follow up                     Marketing: “Why no
                                                                   followup?”

                              Sales: The “leads” are
                                     no good                               Marketing:




                                                              Wasted effort, poor
                                                            performance, bitterness,
Reference: Sirius Decisions                                        despair
                                         www.act-on.com | @ActOnSoftware                3
What Typically Happens

                                                  Inquiry
                                                                                Inquiry     Inquiries
No nurture/                                                    Inbound                        Outbound
qualification                 80%
                                                        Marketing Qualification
                                                               Marketing and Tele Qualification Leads
                                                                           Marketing Qualified
                                                                   Automation Qualified Leads (AQLs)
  Sales accepts
                                100%                             Teleprospecting Accepted Leads (TALs)
everything/nothing
                                                              Teleprospecting         Teleprospecting
                                                                          Sales Acceptance
                                                            Qualified Leads (TQLs) Generated Leads (TGLs)

    Inefficient use of
    sales resources                 3% - ??                       Sales Qualification
                                                                  Sales Generated Sales Accepted
                                                                                   Sales Qualified       Leads
                                                                        Sales Qualification
                                                                   Leads (SGLs)     Leads (SALs)

           Poor pipeline                                              Sales Qualified Leads (SQLs)
           dynamics                    10% - ??                                               Close
                   SQL                                                   Close inquiries to
                                                                            417
                                                                             close 1 deal
                                                                             Won Business




Reference: Sirius Decisions
                                              www.act-on.com | @ActOnSoftware                                    4
Agenda

•   The Situation Today
•   Strategically Tackling the Funnel
•   Sales Handoff
•   Measurement & Feedback
•   Wrap-up & Questions




                   www.act-on.com | @ActOnSoftware
Change the Process & the Results


      Marketing Responsibility
                                                    Sales Responsibility




                Campaigns, Content, Programs, SLAs,
                     Measurement & Results
                  www.act-on.com | @ActOnSoftware
Acquisition Programs

   • Build Database
          • Permission-based list acquisition
          • Data capture


   • Attract Attention
          • Tell the story
          • Links, videos, and images


   • Content Strategies
          • Blog, website, social media
          • Right target receiving relevant and engaging content
Key :   Gather prospect information where ever possible
                                www.act-on.com | @ActOnSoftware
Develop & Deploy Great Content

  • Develop
      • Partner & co-sponsor with Industry Thought Leaders
      • Capture Emergent Trends/Topics
      • Repurpose Content
  • Deploy
      • Promote in multiple channels
      • Website, social media, email
      • Insist on a all to action



Create a hub of compelling and contemporary content – reuse as appropriate
                           www.act-on.com | @ActOnSoftware
Nurture Before You Sell
• Coordinated Campaigns
   • Editorial Calendar – compelling content and events
   • Share your story – easy to embrace and understand
   • Sales and Marketing – same coordinated story
• Scoring
   • Segmentation and nurturing based on actions
   • Who gets what based on what they have done
• Feedback
   • “Know” how they are finding you
   • Constant iteration to keep content fresh
   • Take advantage of repurposing content


 Organizations that nurture leads see lead generation ROI of 138% versus
                         78% for those that don’t
                                                             Source: Marketing Sherpa
                           www.act-on.com | @ActOnSoftware
Deliberate Approach to Scoring?


Email Marketing                       Web Visits                            Webinars
• Clicked on message                  • How many pages did they visit?      • Attendees vs. Non-Attendees
• More points for specific            • Which pages did they visit:         • Who visited registration page but
  messages                              Contact Us and/or Pricing vs          didn’t submit
• Do not assign score for:              Support?
  • “Email sent” – no action taken    • How often do they visit the site?
    on their part                     • Where did they come from?
  • “Opens”                           • Download whitepaper or other
                                        media?



Forms                                 Pay-Per-Click                         Physical Activities
• Submitted /viewed form              • Which keywords perform the          • Attended a trade show / physical
• How did they respond to the           best?                                 event?
  questions?                          • What is my cost per click?          • Which mailing lists performed
• Is the data they provided valid?    • Where did they come from?             the best?
• Do they fit your target audience?                                         • Which print advertising generates
                                                                              leads?




                                      www.act-on.com | @ActOnSoftware                             #AOWEB
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
                                                     www.act-on.com | @ActOnSoftware
Setting Up Scoring




                www.act-on.com | @ActOnSoftware
Best Practices for the Funnel
           Customer Retention

• Customer Focused
   • Clear and concise messaging
   • “Call To Action” at every touch
• Right Analytics and Metrics
   • Track activity
   • Reach out based on certain criteria
   • Refine, adjust, and update
• Website Presence
   • Track visitors – correlate to campaigns
   • Unique URLs – email, social, landing pages
   • Webinars – useful content that augments marketing efforts



                         www.act-on.com | @ActOnSoftware
Agenda

•   The Situation Today
•   Strategically Tackling the Funnel
•   Sales Handoff
•   Measurement & Feedback
•   Wrap-up & Questions




                   www.act-on.com | @ActOnSoftware
The Art of the Handoff




 •   Lead definitions (what is a lead?)
 •   Timeframe & responsibility
 •   Criteria for acceptance & rejection
 •   Routing of leads (who gets what?)
 •   Well defined service level agreements (SLAs)
                   www.act-on.com | @ActOnSoftware
Using Scores to Prioritize Leads




                 www.act-on.com | @ActOnSoftware
CRM Integration – Hot Leads to Sales




                www.act-on.com | @ActOnSoftware
Ensuring Success
• Focus
  • Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
  • Adjust based on performance metrics, data and feedback
• Enforce
  • Those bound by SLAs must be held responsible
  • Visibility into key performance metrics for each function
  • Agreement between leaders on how to manage
• Own
  • Marketing and sales operations usually own maintenance
  • Marketing and sales leaders sign and communicate contents


 Automation helps track & measure performance
                       www.act-on.com | @ActOnSoftware            18
Agenda

•   The Situation Today
•   Strategically Tackling the Funnel
•   Sales Handoff
•   Measurement & Feedback
•   Wrap-up & Questions




                   www.act-on.com | @ActOnSoftware
Start by Keeping it Simple…

   Function                              Key Metrics
 All          • Waterfall conversion rates
 Marketing    • Lead volume/quality adherence
              • Accept/reject/disqualify/promote timeframes
 Telesales    • Disqualify reasons (adherence and lead quality)
              • Accept/reject/disqualify/promote timeframes
 Sales        • Disqualify reasons (adherence)




Truly successful decision making relies on a balance between
deliberate and instinctive thinking.
                         Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005

                        www.act-on.com | @ActOnSoftware                                          20
From Leads to Revenue… Close the Loop
                                                         • Complete campaign
New Leads          
                                                           reports to measure
                                                           leads & opportunities

Leads Converted                                          • Detailed reports
to Opportunities                                          groups campaign by
                                                           campaign type

                                                         • Integrate Opportunity
Opportunities
to Revenue                                                and Closed data from
                                                           SFA


Campaign Performance
by Campaign Type   

                       www.act-on.com | @ActOnSoftware
Agenda

•   The Situation Today
•   Strategically Tackling the Funnel
•   Sales Handoff
•   Measurement & Feedback
•   Wrap-up and Questions




                   www.act-on.com | @ActOnSoftware
Marketing Automation for the Customer Lifecycle
STAGES




                                  LEADS             LEADS       OPPORTUNITIES             CUSTOMERS
              NAMES                MQL               SQL
ACTIVITIES




             ACQUISITION       NURTURING               MARKETING TO                 CUSTOMER
             PROGRAMS          PROGRAMS                SALES HANDOFF                RETENTION
                                                                                    CAMPAIGNS
                           Social
                           Webinars
                           Whitepapers
SYSTEMS




                                                                       CRM
                                                                  Salesforce Automation
                                                                  Support




                              www.act-on.com | @ActOnSoftware
About Act-On

• Our Company
  • Founded in 2008 by founders of Responsys and Webex
  • 140+ employees today in Oregon & California
• Our Technology
  • Designed from the ground up for small marketing teams
  • Simple, powerful and easy to integrate
  • 3rd generation SaaS platform built to scale
• Our Customers
  • 1,400+ and growing across all major vertical industries
  • From Progressive Insurance and Cisco to many companies
    you probably don’t recognize

                   www.act-on.com | @ActOnSoftware
Questions…




• Contact me: atri@act-on.com
• Call: 1 (877) 530-1555 or email us: info@act-on.com
• Twitter: @actonsoftware


                      www.act-on.com | @ActOnSoftware

Mais conteúdo relacionado

Mais procurados

SalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesfusion
 
Engage 2013 - Webtrends Streams
Engage 2013 - Webtrends StreamsEngage 2013 - Webtrends Streams
Engage 2013 - Webtrends StreamsWebtrends
 
Delivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsDelivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsKen Bonifay
 
Delivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsDelivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsVivastream
 
Marketing Automation 6 Step to Success - Mark LeVell
Marketing Automation 6 Step to Success - Mark LeVellMarketing Automation 6 Step to Success - Mark LeVell
Marketing Automation 6 Step to Success - Mark LeVellMarketingCamp
 
Great Marketing When You Dont Work For A F5000 Company Ppt
Great Marketing When You Dont Work For A F5000 Company PptGreat Marketing When You Dont Work For A F5000 Company Ppt
Great Marketing When You Dont Work For A F5000 Company PptLeading Results, Inc
 
Lead Lifecycle Management: Finding, Creating and Managing Your Leads
Lead Lifecycle Management: Finding, Creating and Managing Your LeadsLead Lifecycle Management: Finding, Creating and Managing Your Leads
Lead Lifecycle Management: Finding, Creating and Managing Your LeadsLeadLife Solutions
 
SmartPak Silverpop Lifecycle Email Program
SmartPak Silverpop Lifecycle Email ProgramSmartPak Silverpop Lifecycle Email Program
SmartPak Silverpop Lifecycle Email ProgramSilverpop
 
Wagering, Lotto & Games - Industry POV
Wagering, Lotto & Games - Industry POVWagering, Lotto & Games - Industry POV
Wagering, Lotto & Games - Industry POVVishal Sharma
 
Increase Lead Cycle Velocity and Close More Deals
Increase Lead Cycle Velocity and Close More DealsIncrease Lead Cycle Velocity and Close More Deals
Increase Lead Cycle Velocity and Close More DealsAct-On Software
 
Care Day 130130 Apptus
Care Day 130130 ApptusCare Day 130130 Apptus
Care Day 130130 Apptuscloudnine
 
The TAS Group - Company Overview
The TAS Group - Company OverviewThe TAS Group - Company Overview
The TAS Group - Company OverviewAltify
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business ModelDavid Skok
 
Using Social Behaviours as part of B2B lead generation
Using Social Behaviours as part of B2B lead generationUsing Social Behaviours as part of B2B lead generation
Using Social Behaviours as part of B2B lead generationJohn Watton
 
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011mnm8312
 
Beyond Revenue Performance: The Real KPIs of B2B Marketing
Beyond Revenue Performance: The Real KPIs of B2B MarketingBeyond Revenue Performance: The Real KPIs of B2B Marketing
Beyond Revenue Performance: The Real KPIs of B2B MarketingMarketo
 
6910 week 8 - testing & optimization
6910   week 8 - testing & optimization6910   week 8 - testing & optimization
6910 week 8 - testing & optimizationSeth Garske
 

Mais procurados (19)

SalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goals
 
Engage 2013 - Webtrends Streams
Engage 2013 - Webtrends StreamsEngage 2013 - Webtrends Streams
Engage 2013 - Webtrends Streams
 
Md Case
Md CaseMd Case
Md Case
 
Delivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsDelivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated Emails
 
Delivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated EmailsDelivering Increased Relevance and Revenue with Automated Emails
Delivering Increased Relevance and Revenue with Automated Emails
 
Marketing Automation 6 Step to Success - Mark LeVell
Marketing Automation 6 Step to Success - Mark LeVellMarketing Automation 6 Step to Success - Mark LeVell
Marketing Automation 6 Step to Success - Mark LeVell
 
Great Marketing When You Dont Work For A F5000 Company Ppt
Great Marketing When You Dont Work For A F5000 Company PptGreat Marketing When You Dont Work For A F5000 Company Ppt
Great Marketing When You Dont Work For A F5000 Company Ppt
 
Nsf lecture 2 value prop
Nsf lecture 2 value propNsf lecture 2 value prop
Nsf lecture 2 value prop
 
Lead Lifecycle Management: Finding, Creating and Managing Your Leads
Lead Lifecycle Management: Finding, Creating and Managing Your LeadsLead Lifecycle Management: Finding, Creating and Managing Your Leads
Lead Lifecycle Management: Finding, Creating and Managing Your Leads
 
SmartPak Silverpop Lifecycle Email Program
SmartPak Silverpop Lifecycle Email ProgramSmartPak Silverpop Lifecycle Email Program
SmartPak Silverpop Lifecycle Email Program
 
Wagering, Lotto & Games - Industry POV
Wagering, Lotto & Games - Industry POVWagering, Lotto & Games - Industry POV
Wagering, Lotto & Games - Industry POV
 
Increase Lead Cycle Velocity and Close More Deals
Increase Lead Cycle Velocity and Close More DealsIncrease Lead Cycle Velocity and Close More Deals
Increase Lead Cycle Velocity and Close More Deals
 
Care Day 130130 Apptus
Care Day 130130 ApptusCare Day 130130 Apptus
Care Day 130130 Apptus
 
The TAS Group - Company Overview
The TAS Group - Company OverviewThe TAS Group - Company Overview
The TAS Group - Company Overview
 
Customer Acquisition & Monetization - Keys to your Business Model
Customer Acquisition & Monetization -  Keys to your Business ModelCustomer Acquisition & Monetization -  Keys to your Business Model
Customer Acquisition & Monetization - Keys to your Business Model
 
Using Social Behaviours as part of B2B lead generation
Using Social Behaviours as part of B2B lead generationUsing Social Behaviours as part of B2B lead generation
Using Social Behaviours as part of B2B lead generation
 
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011
Mardevdm2 hidden value_of_your_b2_b_marketing_budget_mediapro_01nov2011
 
Beyond Revenue Performance: The Real KPIs of B2B Marketing
Beyond Revenue Performance: The Real KPIs of B2B MarketingBeyond Revenue Performance: The Real KPIs of B2B Marketing
Beyond Revenue Performance: The Real KPIs of B2B Marketing
 
6910 week 8 - testing & optimization
6910   week 8 - testing & optimization6910   week 8 - testing & optimization
6910 week 8 - testing & optimization
 

Semelhante a Act-on Presentation for Chicago AMA CRM Event

Kathy Brown - MBO 2012 Presentation
Kathy Brown - MBO 2012 PresentationKathy Brown - MBO 2012 Presentation
Kathy Brown - MBO 2012 Presentationkgbrown2010
 
Engagement Marketing Technologies Uk
Engagement Marketing Technologies UkEngagement Marketing Technologies Uk
Engagement Marketing Technologies UkSilverpop
 
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife
 
Best Practices in List Segmentation
Best Practices in List SegmentationBest Practices in List Segmentation
Best Practices in List SegmentationAct-On Software
 
How Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsHow Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsAct-On Software
 
Making B2B Lead Gen Social
Making B2B Lead Gen SocialMaking B2B Lead Gen Social
Making B2B Lead Gen SocialLeahanne Hobson
 
So Why Should I Call This Guy?
So Why Should I Call This Guy?So Why Should I Call This Guy?
So Why Should I Call This Guy?Act-On Software
 
Taking Email Marketing Offline to Maximize Results
Taking Email Marketing Offline to Maximize ResultsTaking Email Marketing Offline to Maximize Results
Taking Email Marketing Offline to Maximize ResultsAct-On Software
 
Sales & Marketing alignment: Happy marriage or forced coexistence?
Sales & Marketing alignment: Happy marriage or forced coexistence?Sales & Marketing alignment: Happy marriage or forced coexistence?
Sales & Marketing alignment: Happy marriage or forced coexistence?B2B Marketing Forum
 
Segmentation ama final
Segmentation ama finalSegmentation ama final
Segmentation ama finalAMASV_Chapter
 
Confessions of a Marketing Automation User
Confessions of a Marketing Automation UserConfessions of a Marketing Automation User
Confessions of a Marketing Automation Usergetinfo12345
 
How Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionHow Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionVivastream
 
How to Market Your Marketing Agency
How to Market Your Marketing AgencyHow to Market Your Marketing Agency
How to Market Your Marketing AgencyPeter Caputa
 
Build a Better Service-Level Agreement
Build a Better Service-Level AgreementBuild a Better Service-Level Agreement
Build a Better Service-Level AgreementAct-On Software
 
How Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionHow Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionVivastream
 
Cutting Through the Marketing Automation Hype
Cutting Through the Marketing Automation HypeCutting Through the Marketing Automation Hype
Cutting Through the Marketing Automation HypeAct-On Software
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentationbwagner70
 
Practical tips on using marketing automation to drive higher lead conversion
Practical tips on using marketing automation to drive higher lead conversionPractical tips on using marketing automation to drive higher lead conversion
Practical tips on using marketing automation to drive higher lead conversionB2B Marketing
 

Semelhante a Act-on Presentation for Chicago AMA CRM Event (20)

Kathy Brown - MBO 2012 Presentation
Kathy Brown - MBO 2012 PresentationKathy Brown - MBO 2012 Presentation
Kathy Brown - MBO 2012 Presentation
 
Engagement Marketing Technologies Uk
Engagement Marketing Technologies UkEngagement Marketing Technologies Uk
Engagement Marketing Technologies Uk
 
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
LeadLife & 3Forward: 4 Key Actions That Define and Build a Sales Funnel that ...
 
Best Practices in List Segmentation
Best Practices in List SegmentationBest Practices in List Segmentation
Best Practices in List Segmentation
 
How Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive ConversionsHow Lead Scoring Helps Drive Conversions
How Lead Scoring Helps Drive Conversions
 
Making B2B Lead Gen Social
Making B2B Lead Gen SocialMaking B2B Lead Gen Social
Making B2B Lead Gen Social
 
So Why Should I Call This Guy?
So Why Should I Call This Guy?So Why Should I Call This Guy?
So Why Should I Call This Guy?
 
Taking Email Marketing Offline to Maximize Results
Taking Email Marketing Offline to Maximize ResultsTaking Email Marketing Offline to Maximize Results
Taking Email Marketing Offline to Maximize Results
 
Sales & Marketing alignment: Happy marriage or forced coexistence?
Sales & Marketing alignment: Happy marriage or forced coexistence?Sales & Marketing alignment: Happy marriage or forced coexistence?
Sales & Marketing alignment: Happy marriage or forced coexistence?
 
The Art of the Hand-Off
The Art of the Hand-OffThe Art of the Hand-Off
The Art of the Hand-Off
 
Segmentation ama final
Segmentation ama finalSegmentation ama final
Segmentation ama final
 
Confessions of a Marketing Automation User
Confessions of a Marketing Automation UserConfessions of a Marketing Automation User
Confessions of a Marketing Automation User
 
How Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionHow Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign Execution
 
How to Market Your Marketing Agency
How to Market Your Marketing AgencyHow to Market Your Marketing Agency
How to Market Your Marketing Agency
 
Success Today0709
Success Today0709Success Today0709
Success Today0709
 
Build a Better Service-Level Agreement
Build a Better Service-Level AgreementBuild a Better Service-Level Agreement
Build a Better Service-Level Agreement
 
How Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign ExecutionHow Staples Bridged Analytics with Campaign Execution
How Staples Bridged Analytics with Campaign Execution
 
Cutting Through the Marketing Automation Hype
Cutting Through the Marketing Automation HypeCutting Through the Marketing Automation Hype
Cutting Through the Marketing Automation Hype
 
Trade show maximization presentation
Trade show maximization presentationTrade show maximization presentation
Trade show maximization presentation
 
Practical tips on using marketing automation to drive higher lead conversion
Practical tips on using marketing automation to drive higher lead conversionPractical tips on using marketing automation to drive higher lead conversion
Practical tips on using marketing automation to drive higher lead conversion
 

Mais de Chicago AMA

Western Union's Journey to Customer Loyalty
Western Union's Journey to Customer LoyaltyWestern Union's Journey to Customer Loyalty
Western Union's Journey to Customer LoyaltyChicago AMA
 
Cama givesback 2014 flyer 11 17-14
Cama givesback 2014 flyer 11 17-14Cama givesback 2014 flyer 11 17-14
Cama givesback 2014 flyer 11 17-14Chicago AMA
 
Chicago AMA Gives Back Holiday Celebration
Chicago AMA Gives Back Holiday CelebrationChicago AMA Gives Back Holiday Celebration
Chicago AMA Gives Back Holiday CelebrationChicago AMA
 
Digital Marketing Evolution w/Susan Bryant
Digital Marketing Evolution w/Susan BryantDigital Marketing Evolution w/Susan Bryant
Digital Marketing Evolution w/Susan BryantChicago AMA
 
Brandsmart14 Joe Pulizzi
Brandsmart14 Joe PulizziBrandsmart14 Joe Pulizzi
Brandsmart14 Joe PulizziChicago AMA
 
Chicago AMA Brand Identity
Chicago AMA Brand IdentityChicago AMA Brand Identity
Chicago AMA Brand IdentityChicago AMA
 
New Chicago AMa Website
New Chicago AMa WebsiteNew Chicago AMa Website
New Chicago AMa WebsiteChicago AMA
 
Unleashing MarCom's Role In Strategy1_15_14
Unleashing MarCom's Role In Strategy1_15_14Unleashing MarCom's Role In Strategy1_15_14
Unleashing MarCom's Role In Strategy1_15_14Chicago AMA
 
Data Driven Marketing by SimpleRelevance
Data Driven Marketing by SimpleRelevanceData Driven Marketing by SimpleRelevance
Data Driven Marketing by SimpleRelevanceChicago AMA
 
Ten Ways to Make Analytics Actionable
Ten Ways to Make Analytics ActionableTen Ways to Make Analytics Actionable
Ten Ways to Make Analytics ActionableChicago AMA
 
AMA Momentum's How to Act on Data by Michael Morin
AMA Momentum's How to Act on Data by Michael MorinAMA Momentum's How to Act on Data by Michael Morin
AMA Momentum's How to Act on Data by Michael MorinChicago AMA
 
AMA Momentum 2013 Solstice Mobile Innovation Presentation
AMA Momentum 2013 Solstice Mobile Innovation PresentationAMA Momentum 2013 Solstice Mobile Innovation Presentation
AMA Momentum 2013 Solstice Mobile Innovation PresentationChicago AMA
 
Market Research SIG: Research for Products that Don't Yet Exist
Market Research SIG: Research for Products that Don't Yet ExistMarket Research SIG: Research for Products that Don't Yet Exist
Market Research SIG: Research for Products that Don't Yet ExistChicago AMA
 
Nonprofit SIG: Maximizing Volunteer Impact
Nonprofit SIG: Maximizing Volunteer ImpactNonprofit SIG: Maximizing Volunteer Impact
Nonprofit SIG: Maximizing Volunteer ImpactChicago AMA
 
Nonprofit SIG - Finding, Training & Putting Talent to Work
Nonprofit SIG - Finding, Training & Putting Talent to WorkNonprofit SIG - Finding, Training & Putting Talent to Work
Nonprofit SIG - Finding, Training & Putting Talent to WorkChicago AMA
 
Nonprofit SIG presents World Sport Chicago
Nonprofit SIG presents World Sport ChicagoNonprofit SIG presents World Sport Chicago
Nonprofit SIG presents World Sport ChicagoChicago AMA
 
Big Data & Agile Marketing
Big Data & Agile MarketingBig Data & Agile Marketing
Big Data & Agile MarketingChicago AMA
 
Chicago AMA Non-Profit SIG - I.C. Stars Presentation
Chicago AMA Non-Profit SIG - I.C. Stars PresentationChicago AMA Non-Profit SIG - I.C. Stars Presentation
Chicago AMA Non-Profit SIG - I.C. Stars PresentationChicago AMA
 
Chicago AMA Non-Profit SIG - Maximizing Volunteer Impact
Chicago AMA Non-Profit SIG - Maximizing Volunteer ImpactChicago AMA Non-Profit SIG - Maximizing Volunteer Impact
Chicago AMA Non-Profit SIG - Maximizing Volunteer ImpactChicago AMA
 
Chicago AMA Non-Profit SIG - Word Sport Chicago
Chicago AMA Non-Profit SIG - Word Sport ChicagoChicago AMA Non-Profit SIG - Word Sport Chicago
Chicago AMA Non-Profit SIG - Word Sport ChicagoChicago AMA
 

Mais de Chicago AMA (20)

Western Union's Journey to Customer Loyalty
Western Union's Journey to Customer LoyaltyWestern Union's Journey to Customer Loyalty
Western Union's Journey to Customer Loyalty
 
Cama givesback 2014 flyer 11 17-14
Cama givesback 2014 flyer 11 17-14Cama givesback 2014 flyer 11 17-14
Cama givesback 2014 flyer 11 17-14
 
Chicago AMA Gives Back Holiday Celebration
Chicago AMA Gives Back Holiday CelebrationChicago AMA Gives Back Holiday Celebration
Chicago AMA Gives Back Holiday Celebration
 
Digital Marketing Evolution w/Susan Bryant
Digital Marketing Evolution w/Susan BryantDigital Marketing Evolution w/Susan Bryant
Digital Marketing Evolution w/Susan Bryant
 
Brandsmart14 Joe Pulizzi
Brandsmart14 Joe PulizziBrandsmart14 Joe Pulizzi
Brandsmart14 Joe Pulizzi
 
Chicago AMA Brand Identity
Chicago AMA Brand IdentityChicago AMA Brand Identity
Chicago AMA Brand Identity
 
New Chicago AMa Website
New Chicago AMa WebsiteNew Chicago AMa Website
New Chicago AMa Website
 
Unleashing MarCom's Role In Strategy1_15_14
Unleashing MarCom's Role In Strategy1_15_14Unleashing MarCom's Role In Strategy1_15_14
Unleashing MarCom's Role In Strategy1_15_14
 
Data Driven Marketing by SimpleRelevance
Data Driven Marketing by SimpleRelevanceData Driven Marketing by SimpleRelevance
Data Driven Marketing by SimpleRelevance
 
Ten Ways to Make Analytics Actionable
Ten Ways to Make Analytics ActionableTen Ways to Make Analytics Actionable
Ten Ways to Make Analytics Actionable
 
AMA Momentum's How to Act on Data by Michael Morin
AMA Momentum's How to Act on Data by Michael MorinAMA Momentum's How to Act on Data by Michael Morin
AMA Momentum's How to Act on Data by Michael Morin
 
AMA Momentum 2013 Solstice Mobile Innovation Presentation
AMA Momentum 2013 Solstice Mobile Innovation PresentationAMA Momentum 2013 Solstice Mobile Innovation Presentation
AMA Momentum 2013 Solstice Mobile Innovation Presentation
 
Market Research SIG: Research for Products that Don't Yet Exist
Market Research SIG: Research for Products that Don't Yet ExistMarket Research SIG: Research for Products that Don't Yet Exist
Market Research SIG: Research for Products that Don't Yet Exist
 
Nonprofit SIG: Maximizing Volunteer Impact
Nonprofit SIG: Maximizing Volunteer ImpactNonprofit SIG: Maximizing Volunteer Impact
Nonprofit SIG: Maximizing Volunteer Impact
 
Nonprofit SIG - Finding, Training & Putting Talent to Work
Nonprofit SIG - Finding, Training & Putting Talent to WorkNonprofit SIG - Finding, Training & Putting Talent to Work
Nonprofit SIG - Finding, Training & Putting Talent to Work
 
Nonprofit SIG presents World Sport Chicago
Nonprofit SIG presents World Sport ChicagoNonprofit SIG presents World Sport Chicago
Nonprofit SIG presents World Sport Chicago
 
Big Data & Agile Marketing
Big Data & Agile MarketingBig Data & Agile Marketing
Big Data & Agile Marketing
 
Chicago AMA Non-Profit SIG - I.C. Stars Presentation
Chicago AMA Non-Profit SIG - I.C. Stars PresentationChicago AMA Non-Profit SIG - I.C. Stars Presentation
Chicago AMA Non-Profit SIG - I.C. Stars Presentation
 
Chicago AMA Non-Profit SIG - Maximizing Volunteer Impact
Chicago AMA Non-Profit SIG - Maximizing Volunteer ImpactChicago AMA Non-Profit SIG - Maximizing Volunteer Impact
Chicago AMA Non-Profit SIG - Maximizing Volunteer Impact
 
Chicago AMA Non-Profit SIG - Word Sport Chicago
Chicago AMA Non-Profit SIG - Word Sport ChicagoChicago AMA Non-Profit SIG - Word Sport Chicago
Chicago AMA Non-Profit SIG - Word Sport Chicago
 

Último

Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...Brian Solis
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfJohnCarloValencia4
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaEricBonilla13
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Winbusinessin
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyHanna Klim
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsIntellect Design Arena Ltd
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxWorkforce Group
 

Último (20)

Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
The End of Business as Usual: Rewire the Way You Work to Succeed in the Consu...
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdfAMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
AMAZON SELLER VIRTUAL ASSISTANT PRODUCT RESEARCH .pdf
 
Personal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric BonillaPersonal Brand Exploration Presentation Eric Bonilla
Personal Brand Exploration Presentation Eric Bonilla
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024Ethical stalking by Mark Williams. UpliftLive 2024
Ethical stalking by Mark Williams. UpliftLive 2024
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024Borderless Access - Global B2B Panel book-unlock 2024
Borderless Access - Global B2B Panel book-unlock 2024
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Anyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agencyAnyhr.io | Presentation HR&Recruiting agency
Anyhr.io | Presentation HR&Recruiting agency
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 
Upgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking ApplicationsUpgrade Your Banking Experience with Advanced Core Banking Applications
Upgrade Your Banking Experience with Advanced Core Banking Applications
 
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptxCracking the ‘Business Process Outsourcing’ Code Main.pptx
Cracking the ‘Business Process Outsourcing’ Code Main.pptx
 

Act-on Presentation for Chicago AMA CRM Event

  • 1. The Value of Marketing Automation in the Marketing to Sales Continuum Atri Chatterjee CMO, Act-On Software www.act-on.com | @ActOnSoftware
  • 2. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  • 3. The Usual Conundrum Sales wants all “leads” fast Marketing hits the “more” button Sales doesn’t follow up Marketing: “Why no followup?” Sales: The “leads” are no good Marketing: Wasted effort, poor performance, bitterness, Reference: Sirius Decisions despair www.act-on.com | @ActOnSoftware 3
  • 4. What Typically Happens Inquiry Inquiry Inquiries No nurture/ Inbound Outbound qualification 80% Marketing Qualification Marketing and Tele Qualification Leads Marketing Qualified Automation Qualified Leads (AQLs) Sales accepts 100% Teleprospecting Accepted Leads (TALs) everything/nothing Teleprospecting Teleprospecting Sales Acceptance Qualified Leads (TQLs) Generated Leads (TGLs) Inefficient use of sales resources 3% - ?? Sales Qualification Sales Generated Sales Accepted Sales Qualified Leads Sales Qualification Leads (SGLs) Leads (SALs) Poor pipeline Sales Qualified Leads (SQLs) dynamics 10% - ?? Close SQL Close inquiries to 417 close 1 deal Won Business Reference: Sirius Decisions www.act-on.com | @ActOnSoftware 4
  • 5. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  • 6. Change the Process & the Results Marketing Responsibility Sales Responsibility Campaigns, Content, Programs, SLAs, Measurement & Results www.act-on.com | @ActOnSoftware
  • 7. Acquisition Programs • Build Database • Permission-based list acquisition • Data capture • Attract Attention • Tell the story • Links, videos, and images • Content Strategies • Blog, website, social media • Right target receiving relevant and engaging content Key : Gather prospect information where ever possible www.act-on.com | @ActOnSoftware
  • 8. Develop & Deploy Great Content • Develop • Partner & co-sponsor with Industry Thought Leaders • Capture Emergent Trends/Topics • Repurpose Content • Deploy • Promote in multiple channels • Website, social media, email • Insist on a all to action Create a hub of compelling and contemporary content – reuse as appropriate www.act-on.com | @ActOnSoftware
  • 9. Nurture Before You Sell • Coordinated Campaigns • Editorial Calendar – compelling content and events • Share your story – easy to embrace and understand • Sales and Marketing – same coordinated story • Scoring • Segmentation and nurturing based on actions • Who gets what based on what they have done • Feedback • “Know” how they are finding you • Constant iteration to keep content fresh • Take advantage of repurposing content Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t Source: Marketing Sherpa www.act-on.com | @ActOnSoftware
  • 10. Deliberate Approach to Scoring? Email Marketing Web Visits Webinars • Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees • More points for specific • Which pages did they visit: • Who visited registration page but messages Contact Us and/or Pricing vs didn’t submit • Do not assign score for: Support? • “Email sent” – no action taken • How often do they visit the site? on their part • Where did they come from? • “Opens” • Download whitepaper or other media? Forms Pay-Per-Click Physical Activities • Submitted /viewed form • Which keywords perform the • Attended a trade show / physical • How did they respond to the best? event? questions? • What is my cost per click? • Which mailing lists performed • Is the data they provided valid? • Where did they come from? the best? • Do they fit your target audience? • Which print advertising generates leads? www.act-on.com | @ActOnSoftware #AOWEB
  • 11. 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 www.act-on.com | @ActOnSoftware
  • 12. Setting Up Scoring www.act-on.com | @ActOnSoftware
  • 13. Best Practices for the Funnel Customer Retention • Customer Focused • Clear and concise messaging • “Call To Action” at every touch • Right Analytics and Metrics • Track activity • Reach out based on certain criteria • Refine, adjust, and update • Website Presence • Track visitors – correlate to campaigns • Unique URLs – email, social, landing pages • Webinars – useful content that augments marketing efforts www.act-on.com | @ActOnSoftware
  • 14. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  • 15. The Art of the Handoff • Lead definitions (what is a lead?) • Timeframe & responsibility • Criteria for acceptance & rejection • Routing of leads (who gets what?) • Well defined service level agreements (SLAs) www.act-on.com | @ActOnSoftware
  • 16. Using Scores to Prioritize Leads www.act-on.com | @ActOnSoftware
  • 17. CRM Integration – Hot Leads to Sales www.act-on.com | @ActOnSoftware
  • 18. Ensuring Success • Focus • Keep SLAs clear and brief (minimize nuances and exceptions) • Evolve • Adjust based on performance metrics, data and feedback • Enforce • Those bound by SLAs must be held responsible • Visibility into key performance metrics for each function • Agreement between leaders on how to manage • Own • Marketing and sales operations usually own maintenance • Marketing and sales leaders sign and communicate contents Automation helps track & measure performance www.act-on.com | @ActOnSoftware 18
  • 19. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up & Questions www.act-on.com | @ActOnSoftware
  • 20. Start by Keeping it Simple… Function Key Metrics All • Waterfall conversion rates Marketing • Lead volume/quality adherence • Accept/reject/disqualify/promote timeframes Telesales • Disqualify reasons (adherence and lead quality) • Accept/reject/disqualify/promote timeframes Sales • Disqualify reasons (adherence) Truly successful decision making relies on a balance between deliberate and instinctive thinking. Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005 www.act-on.com | @ActOnSoftware 20
  • 21. From Leads to Revenue… Close the Loop • Complete campaign New Leads  reports to measure leads & opportunities Leads Converted • Detailed reports to Opportunities  groups campaign by campaign type • Integrate Opportunity Opportunities to Revenue  and Closed data from SFA Campaign Performance by Campaign Type  www.act-on.com | @ActOnSoftware
  • 22. Agenda • The Situation Today • Strategically Tackling the Funnel • Sales Handoff • Measurement & Feedback • Wrap-up and Questions www.act-on.com | @ActOnSoftware
  • 23. Marketing Automation for the Customer Lifecycle STAGES LEADS LEADS OPPORTUNITIES CUSTOMERS NAMES MQL SQL ACTIVITIES ACQUISITION NURTURING MARKETING TO CUSTOMER PROGRAMS PROGRAMS SALES HANDOFF RETENTION CAMPAIGNS Social Webinars Whitepapers SYSTEMS CRM Salesforce Automation Support www.act-on.com | @ActOnSoftware
  • 24. About Act-On • Our Company • Founded in 2008 by founders of Responsys and Webex • 140+ employees today in Oregon & California • Our Technology • Designed from the ground up for small marketing teams • Simple, powerful and easy to integrate • 3rd generation SaaS platform built to scale • Our Customers • 1,400+ and growing across all major vertical industries • From Progressive Insurance and Cisco to many companies you probably don’t recognize www.act-on.com | @ActOnSoftware
  • 25. Questions… • Contact me: atri@act-on.com • Call: 1 (877) 530-1555 or email us: info@act-on.com • Twitter: @actonsoftware www.act-on.com | @ActOnSoftware

Notas do Editor

  1. Show the basics of setting up scoring rulesShow Profile based and behavior based scoringDrill into setting up a scoring rule
  2. Note to Mike:Change Adeoshun’s email to: Wadeoshun at MayoClinic.comChange Company to: Mayo ClinicChange address to: 13400 Shea BoulevardChange City: ScottsdaleChange Outbound and Inbound First to: 414 days agoChange Most recent to: 2 days agoChange email sent to: 48Change opened to 28
  3. Change David Applebaum to William AdeoshunRemove the entry bc and replace with Michael JonesUse the following company names:Mayo ClinicAlta Bates Medical GroupSan Leandro HospitalArizona Spine and Joint HospitalSutter LakesideArizona OrthopedicsCedars-Sinai Medical CenterKaiser PermanenteStanford Hospital
  4. Single slide on the scenario – this might be options since the scenario has already been described