2. What we’ll cover today
• State of b2b lead gen in 2012
• A marketing automation primer
• Defining a lead to revenue management model for your
company
• Integrating marketing automation with CRM
• Live Case Study – Realityworks
• Key metrics and programs
• Roles and responsibilities of marketing & sales
• Movement towards data-driven sales
3. About SalesFUSION
• SaaS Marketing Application
• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
• Provide all b2b marketing functionality in a single app
• Focus on integrating Marketing and Sales (CRM)
• Only solution built on a CRM database
• Sage ISV Partner
• Integrate with both Sage CRM/ Sage SalesLogix
See us at Booth 1025 At Sage Summit
4. Lead to revenue management is
• Process and technology combined
• Collaboration between marketing and sales
• Analytics to track the revenue output of campaigns
• Data-driven sales
• Data-driven marketing
• Technology integration between marketing and sales
Lead to revenue management is the byproduct of
integration between marketing and sales technologies
5. Marketing Automation Primer
Marketing automation is NOT the ability
to mass email from CRM
•Multichannel campaigns – email, web,
social mail
s en d an e !!
•Outbound & Inbound ! I can m CRM!!!!
Yeah fro
•Manages the lifecycle of the lead from cam paign
capture to closure
•Enriches CRM with marketing
intelligence
6. Marketing Automation Primer
Enabling technologies in MA Software
•Multifunctional platform includes – email, landing pages,
lead scoring & mgt, website tracking, event management,
web-based marketing programs….
•Drip & Nurture-based programs
•Lead Management
•Website Management
•Online programs management – inbound and outbound
7. Lead to revenue starts with lead generation
Stages of lead to revenue management
• Demand generation Programs – Inbound/outbound
• Lead capture Landing pages, website, social
• Lead scoring Behavior & demographics
• Lead routing Sales assignment, geos & roles
• Lead tracking Connection between campaigns/leads
• ROI Analysis Opportunity linked to lead to campaigns
8. Demand & lead generation
Where are leads originating from in 2011 – 2012 (projected)
Estimates based on multiple sources/research analysts –
represent averages
•Referrals/Personal connections = 30-40%
•Corporate Website = 20-25%
•Email marketing – 10-15%
•Advertising = 6-9%
•Social Media = 1-3%
•Other (includes cold calling) = 10-12%
9. What’s working in 2012 and beyond?
In 2011, only four tactics were considered “very effective” by 20% or more of the
audience:
•Website design, management and optimization
•Search engine optimization
•Email marketing
•Trade shows
10. Lead to revenue management
Facilitated and optimized using nurture-based programs
•Drip & Trigger-based email campaigns
•Personalized, reactive campaigns
•Behavioral segmentation
•Content-driven
11. October 2010 “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales”
FORRESTER’S MARKETING AUTOMATION MATURITY MODEL
What type of b2b marketer
do you want to be???
12. Fundamental issues with lead to revenue management
Often caused by mis-matched technology and poor process planning
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
13. Marketing & Sales Roles in lead to revenue management
Marketing’s Role
• Identify leads
• Generate leads
• Execute campaigns
• Pre-qualify leads
• Nurture leads
• Re-Market stale sales leads
Sales’ Role
• Complete lead qualification
• Present and propose
solutions
• Propose pricing
• Execute contracts
• Close business
• Cross-sell
• Changing traditional roles
• Inside sales is no longer a sales function
• Skill-sets for inside sales are changing
• Marketing – ½ Focus on brand & ½ Focus on Upper
Funnel Development
14. Beginning the journey to lead to sales revenue
management…
• Marketing – focus on upper-funnel
development using all available
channels, techniques and
communication mediums
• Telesales – triage, manage, respond
and advance inbound leads
• Sales – focus on closing business
15. Case Study in MA/CRM Integration
• Innovative technology manufacturer
• Experiential learning technology for Healthcare &
family programs
• Technology used in a variety of settings
• Child care worker training, business and
marketing education, entrepreneurship training,
nursing training, career exploration
• Jennifer Widholm – Marketing Communications
Coordinator
16. The situation
• SalesLogix/SwiftPage User
• Struggled to easily create HTML Templates
• No easy access of CTR/Open Rates at the contact
level in CRM
• Limited capability to easily create, deploy and
track lead capture forms
• No website browsing history or activity available
for leads/contacts/accounts
17. The Solution
• Implemented SalesFUSION360 for Sage SalesLogix
• Integrated email marketing, web tracking and
marketing automation solution
• Ability to see all marketing interactions in the
contact/lead records in SLX
• Integration is pre-built and company-developed
and supported
18. Key Marketing/Sales Processes
• Rapid deployment of HTML email templates
• Email campaigns tied to landing pages/forms on
the site
• Information from forms auto-populates CRM
• Captured leads are routed the internal sales team
• Lead Scoring is used inside of SLX to build sales
team groups of hottest leads based on lead scoring
profile
• Sales can focus on contacting the most qualified
leads first
19. Tangible Benefits
• Leads are responded to more quickly and efficiently
• Leads are pre-qualified using activity-based scoring
model
• Lead routing and activity tracking takes the
guesswork out of which leads should be in CRM
• Cleaner CRM system
• Better communication & planning between
marketing & sales
• Better accountability on all sides in the lead gen
process
20. Defining your lead to revenue management model
• Target markets
• Generating demand & awareness (programs)
• Verticals, geos, sales roles
• Defining MQL (marketing qualified lead) vs SQL (sales qualified
lead)
• Refine the initial scoring model
• Define routing rules
• Define success metrics
• Test over 90-days & adjust
21. Data-Driven Telesales
• Telesales with the power of Marketing
intelligence, useful sales data and
rational workflow
• Best chance for connection with
prospects
• Calls transformed from “Taking” to
“Offering”
• Stigma of cold calling is eliminated
• Empowered telesales personnel perform
better
22. What does this look like in SalesLogix?
What is it? Web visitor tracking is a newer type of web analytics
that captures, alerts and routes website leads based on rules.
23. What does this look like in CRM?
• Brief demo – lead scoring
• Brief demo – data-driven sales in CRM
• Brief demo – lead to revenue reporting
24. The importance of marketing automation tools
• Provides a mechanism for real-time lead monitoring
• Reduces lead response time
• Allows for enrollment in pre-defined trigger campaigns
• Increases touches in first 30-days following initial inquiry
• Allows for research and appending of data through sources
such as Jigsaw
• Alerting via email ensures leads are touched quickly
25. How important is this to your upper funnel success?
According to Aberdeen, who tracks the performance of “Best Practice” organizations
utilizing marketing automation tied to CRM/Sales….
•Inside sales achieves quote 11% more when marketing automation is deployed
•Lead conversions (to opportunities) increased by 7%
•Inside sales make an additional 7-9 connects per day
•Overall sales team quota achievement is higher by nearly 3%
•Company revenue is higher by over 3%
26. Questions?
• Schedule a demonstration of SalesFUSION
• Learn more www.salesfusion.com
We Provide a complete MA Solution at an affordable price
• Enterprise b2b marketing
• Advanced email marketing
• Lead scoring
• CRM integration – Saleslogix 7.5.2 and up
• Web visitor tracking
• Dialogs, forms, landing pages
• Social media marketing
• Event management
Notas do Editor
Cut a block out and drive the first part of the slide Don’t need magnifying glass… Real message in bottom 2 boxes
Cut a block out and drive the first part of the slide Don’t need magnifying glass… Real message in bottom 2 boxes