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- 1. www.act-on.com | @ActOnSoftware | #ActOnSW
- 2. www.act-on.com | @ActOnSoftware | #ActOnSW SO, THE KEY TO INCREASED SALES IS …A MARKETING TOOL? Janelle Johnson Director, Demand Gen Act-On Software
- 3. www.act-on.com | @ActOnSoftware | #ActOnSW Know Who To Call Identify prospects with a higher probability of buying Prioritize leads based on lead score
- 4. www.act-on.com | @ActOnSoftware | #ActOnSW REAL-TIME NOTIFICATIONS • Know when prospects or customers visit the site (or even a key page) TIMELY ENGAGEMENT • Be alerted when prospects are most likely ready for a conversation Know Who’s Visiting Your Website
- 5. www.act-on.com | @ActOnSoftware | #ActOnSW Gather Intel To Tailor Follow-Up • Use every engagement opportunity to learn more • Build a profile that combines demographic and behavior information • Gathering intelligence will save you time and make you more relevant
- 6. www.act-on.com | @ActOnSoftware | #ActOnSW Stay In Front of “Not Ready” Leads
- 7. www.act-on.com | @ActOnSoftware | #ActOnSW Organizations where marketing and sales are aligned were 38% better at winning customers than those that were not*. - MarketingProfs Research Collaborate to Achieve Business Goals Faster
- 8. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More Ready to Learn More? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com THE FORRESTER WAVE™ LEADERS QUADRANT
Notas do Editor
- I know what you’re probably thinking. Great – what does a MARKETER know about closing sales? And why is she talking about a tool that marketers use?Just a bit of background on me. I’ve spent my career trying to break down the walls between sales and marketing. Understanding what sales needs from marketing to close more deals – and get in front of the right prospects. And, I’m now fortunate enough to work for an organization that is not only driving that sales and marketing cooperation internally, but also enabling other companies to do the same. Marketing automation is not just for marketing – in fact, it has become the secret weapon of the sales department. Forward-leaning sales teams have figured out how to benefit from marketing automation, beginning with integrating it into their CRM systems. This gives the sales team an end-to-end view of a prospect’s lifecycle, and useful information to engage in relevant conversation with prospective buyers.Sales runs on high-octane fuel that consists of intelligence and time. When you know who to call, when to call them, what to listen for and what to say, you close more deals.Marketing automation generates such highly qualified leads that you can identify them as ready for sales engagement — right now.
- I know – you’ve probably been the recipient of an excel spreadsheet of leads from marketing in the past. You got it, looked it over, tried to guess what these were from and how to follow up with these. But you couldn’t identify who on the list was a more likely prospect than the others. Marketing automation provides organization to an otherwise cluttered world where every prospect looks the same. When marketing automation feeds the sales process, a contact goes from being simply one more name on a list of names, to becoming a unique prospect with known interests and observed behaviors.Through behavioral and attribute profiling, marketing can create segments that have meaning for sales messaging. Email templates crafted to match the messaging to the prospect’s pain make it easy for the sales team to reach out quickly and accurately.Hot leads reveal themselves through behavioral activities, earning scores that automatically place sales-ready leads in a prioritized call list.
- Website visitor tracking can provide you with a real-time monitor and alerts system for prospect engagement. Set alerts to get real-time notifications when prospects or customers visit the site (or even a key page – perhaps the pricing page). This allows you to know exactly when your prospect is most likely ready to have a conversation.Marketing automation has the ability to help you identify and surface prospects with the highest probability of buying or moving to the next stage of the buying process – so you can focus your time and attention on them.
- Know what to say to your (soon to be) buyer.Marketing automation provides you with insights into buyer behaviors and profiles unlike anything you’ve ever had before. You can see every aspect of the prospect’s journey and know what brought them to your lead funnel.What whitepapers did they read?What videos did they watch?Which emails did they click on?Which web pages did they visit?Which webinar did they attend?The more you know, the more you can tailor your pitch and address that unique prospect’s concerns accordingly. Marketing automation creates individual activity histories that collect all of a prospect’s engagement points. This enables you to easily connect the dots of a prospect’s engagement journey – to really understand what they’re interested in. This shortens the qualification process when talking to prospects, helps you avoid the deadly error of missing the obvious topics of interest, and brings youthat much closer to understanding the buyer’s pain and making a relevant connection.
- SiriusDecisions' research shows that 80% of marketing-generated leads that are disqualified by sales will probably buy from someone within 24 months; nurturing helps you remain in consideration. Nurture campaigns are a type of drip marketing that takes prospects along an educational path, keeping your brand top of mind until the prospect becomes sales-ready. Marketing automation provides a convenient tool to pass leads not only over to sales – but also back to marketing when they need further nurturing. In any sales process, knowledge is power. Marketing automation provides both intelligence and a solid foundation for applying it, while synchronizing with sales force automation and other tools to manage the entire sales cycle – beginning well before first contact and continuing along the buyer’s journey.
- So, why is sales and marketing cooperation so critical for your company? Because organizations where marketing and sales are aligned were 38% better at winning customers than those that were not. And don’t we all want to win more customers?Marketing automation can drive that cooperation between your sales and marketing teams – utilizing the same tool to see prospect interaction and behavior throughout the prospects buying journey. Providing not only marketing but also sales with key insights into what a prospect is interested and where they are in the buying process. This enables you – the sales team – to focus your precious time and attention where it’s most needed. And it helps you close more sales!
- Thank you for joining me today! Give us a call, send us an email, or visit us on the web to get more information on what Act-On’s marketing automation solution can do for you and your business.