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Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer
1. 1
Campaign & Lead Attribution
CRM Concepts for the
Manufacturing Marketer
2. 2
Leah Hadgis
CRM Manager & Consultant
Andy Walton
Director of Digital Solutions
• 5+ yrs industry experience in
manufacturing, healthcare,
communications, logistics, education
• Certified Salesforce.com Admin/Dev
• Specializes in process design
• 12+ yrs industry experience leading
digital strategies for organizations
in highly competitive markets
• Clients have included, Boeing,
Littelfuse, MicroMo & Golds Gym
3. 3
What We’ll Cover
Agenda
CRM
How all
systems in a
company
work
together
with a CRM
Alignment
Aligning
sales & mkt,
optimizing
investments
& ROI
Verbiage
Getting on
the same
page, data
dictionaries
Adoption
Maximizing
your CRM
investment
using
training
methods
Analytics
2.0 ramping
up,
dashboards,
types of
metrics
4. 4
It’s about people, not systems
What is CRM and why is it essential to the manufacturing marketer?
CRM
Marketing
Operations
Client
Services
Engineering
Finance &
Accounting
HR
5. 5
Alignment
The need to align Sales & Marketing
Alignment between Marketing
and Sales is potentially the
largest opportunity for
improving business
performance.
When marketing and sales
teams unite around a single
revenue cycle, they:
• Dramatically improve
marketing ROI
• Sales productivity
• Top-line growth
How is this accomplished?
• Aligning People
• Aligning Systems
People Systems
Results:
• Improved engagement
• Sales team feedback
• Post-purchase
communication
• Accurate lead
attribution
6. 6
Verbiage
Getting on the same page & speaking the same language
Data Dictionaries Help With…
• Cross-Departmental Alignment
• Data Quality
• Data Consistency
• Data Control & Process Documentation
• Data Analysis
• System Administration
• Data Integrity
• Efficiency
7. 7
In an ever-changing technology world, what is the best way to train CRM users
and stay up-to-date on solution improvements, upgrades, and new releases?
Training + Repetition = Adoption
The best approach to training and CRM management
Weekly: 1 Topic
20-30min
Monthly: 4 Topics
1-2hrs
Qrtly: New Launch
2hrs
8. 8
SFDC
Contact
Analytics
Types of metrics and ramping up
Marketing
Conversion
Lead source percentage
breakdown of Leads created
this year
Geographic location of leads
coming in from paid search
Leads with an interest in latest
product launch or top 3
product pushes for quarter, from
Paid Search
Google vs. Bing vs. LinkedIn,
which is bringing in more
qualified leads?
Sales
Conversion
How many current customers
came from Paid Search efforts?
Which current customers have
the shortest conversion rates?
Which LS is most common?
Which marketing efforts did NOT
bring in significant customers this
year and how much did it cost us?
Which leads converted
(technically) but never made a
purchase?
Marketing
Prospect
•Google
Prospect
Marketing
Conversion
•Web Form
Fill
Sales
Prospect
•SFDC
Lead
Sales
Conversion
Andy – Introduce yourself
Leah – Introduce yourself
Andy segue… AGENDA slide
Andy’s Slide
5 points of discussion in today’s agenda
Leah to take over next slide (no segue needed)….
Leah’s Slide
What does CRM stand for? What is it?
History of purchasing and use and how it’s progressed to multi-department – everything revolves around sales
PEOPLE VS. PURCHASE RECORDS
Why it’s essential in today’s manufacturing marketing strategy?
Leah segue to Andy as to why alignment is important…
Andy’s Slide
Segue to Leah in next slide about verbiage
Leah’s Slide
Segue to Training slide, done by Andy
Andy’s Slide
The answer is repetition
Segue to Leah’s slide about how better Analytics become available once adoption and training are effective
Leah’s Slide
The 4 primary types of marketing metrics (left)
The 2 primary kinds of reporting dashboards and insights drawn (right)
Segue in to next analytics slide, which is Leah’s, showing some sample dashboards
Leah’s Slide, but Andy contributes some key client metrics after Leah’s done
Explain what some of these mean
Segue in to closing remarks and Q&A by Leah
Leah
Explain our passion and strong belief behind the tool
Open the floor for questions