SalesFUSION Webinar - Best practices for integrating marketing automation to Salesforce.com

Marketing Automation For…

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• Key metrics and programs• Roles and responsibilities of marketing & sales• Improving the selling experience with marketing data• Brief demo

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• AppExchange certified since 2007• Lowest point-of-entry cost for a MA platform • Known for hands-on, personalized service

Marketing automation 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• Focus on managing the lead to revenue cycle

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•Outbound & Inbound •Manages the lifecycle of the lead from capture to closure•Enriches CRM with marketing intelligence

Yeah! I can send an email

campaign from CRM!!!!!!

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

Marketing Automation starts with lead generation

Stages of marketing automation

• Demand generation • Lead capture• Lead scoring• Lead routing• Lead tracking• ROI Analysis

Programs – Inbound/outbound Landing pages, website, social Behavior & demographics Sales assignment, geos & roles Connection between campaigns/leads 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%

Lead to revenue management

Facilitated and optimized using nurture-based programs

•Drip & Trigger-based email campaigns•Personalized, reactive campaigns •Behavioral segmentation•Content-driven

FORRESTER’S MARKETING AUTOMATION MATURITY MODELOctober 2010 “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales”

What type of b2b marketer do you want to be???

Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

Fundamental issues with lead to revenue managementOften caused by mis-matched technology and poor process planning

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

Marketing & Sales Roles in lead to revenue management

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 Sales

• CRM 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 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?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• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management