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SalesFUSION Webinar -
Marketing automation and
SalesLogix CRM – Closing the
loop
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
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
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
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
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
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
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%
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
Lead to revenue management

Facilitated and optimized using nurture-based programs

•Drip & Trigger-based email campaigns
•Personalized, reactive campaigns
•Behavioral segmentation
•Content-driven
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???
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
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
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
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
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
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
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
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
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
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
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.
What does this look like in CRM?

• Brief demo – lead scoring
• Brief demo – data-driven sales in CRM
• Brief demo – lead to revenue reporting
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
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%
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

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Marketing automation for Sage SalesLogix

  • 1. SalesFUSION Webinar - Marketing automation and SalesLogix CRM – Closing the loop
  • 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

  1. Cut a block out and drive the first part of the slide Don’t need magnifying glass… Real message in bottom 2 boxes
  2. Cut a block out and drive the first part of the slide Don’t need magnifying glass… Real message in bottom 2 boxes