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Transcript of MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing...
![Page 1: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/1.jpg)
commanding control of marketing automation & CRM
integration,
a presentation by
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Senior Product Marketing ManagerJeff RussoMarketing Automation & Sales Products
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marketingautomation CRM
marketingteam
salesteam
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marketingautomation CRM
marketingteam
salesteam
integration
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n
REALITYIDEAL
CRM & Marketing Integrations: Ideal vs. Reality
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Finishing up a datacleansing project
Instrumenting a wayto sell a new product
Checking progresson key leads in CRM
Testing a new leadscoring algorithm
Building out newfields in CRM
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Changing expectations on the part of buyers
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Data oriented challenges facing marketers
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Marketers are having trouble makingsense out of all the data they collect.
Data oriented challenges facing marketers
How satisfied are you with the amount of information your
marketing automation toolset captures on your prospects?
Very Satisfied
68%
24%
Neutral
Dissatisfied
8%
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Marketers are having trouble makingsense out of all the data they collect.
Data oriented challenges facing marketers
After the hand-off to sales occurs,how does your communication to a
prospect change?
Frequency increases substantially
6%
15%
Stays the same
Frequency decreases substantially
43%
Marketers feel like they have little insight into progress during the sales process.
Marketing communication stops
37%
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Marketers are having trouble makingsense out of all the data they collect.
Data oriented challenges facing marketers
Marketers feel like they have little insight into progress during the sales process.
“My sales team doesn’t want me to interfere with an active sales process.”
“It’s too easy for marketing emails to seem out of sync with what’s goingon between the lead and the rep.”
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Data oriented challenges facing marketers
Marketers are skeptical of the quality of data in their CRM system.
How confident are you thatmost or all of the lead and customer
data in your CRM is accurate and up to date?
Mostly confident
18%
31%
Neutral
Mostly unconfident
42%
Marketers are having trouble makingsense out of all the data they collect.
Marketers feel like they have little insight into progress during the sales process.
9%
Not sure
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Data oriented challenges facing marketers
Marketers are skeptical of the quality of data in their CRM system.
Marketers are having trouble makingsense out of all the data they collect.
Marketers feel like they have little insight into progress during the sales process.
“The thought of personalizing our
emails with the data in our CRM
system me. I don’t know
where it came from, or how long it’s
been in there.”
TERRIFIES
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Data oriented challenges facing sales teams
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Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to actionable data on their prospects.
What kind of information do you usually have about a prospect before
reaching out?
NAMEEMAILPHONEWEBSITEHISTORY OTHER
SOCIALDATA
47%
36%
74%
8%
72%
80%
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Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to actionable data on their prospects.
“Our CRM system has a lot of marketing data in it, but it’s a lot to sort
through before I get on a call.”
“It’s information overload when I look at all the data we’ve got on an average lead… I don’t know how to pick out
what’s useful.”
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Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to actionable data on their prospects.
Salespeople spend an inordinate amount of time on manual data entry & CRM tasks.
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Data oriented challenges facing sales teams
Salespeople [still] don’t have full access to actionable data on their prospects.
Salespeople spend an inordinate amount of time on manual data entry & CRM tasks.
Salespeople don’t understand the cadence
of marketing communication with leads.
Which of the following statements best describes your understanding of how your marketing team communicates
with leads & prospects?
It’s well documented and I have a general understanding
19%
47%
24%
I know what bits and pieces of their communications look like
I know what bits and pieces of their communications look like
10%
Other or not applicable
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What can we do?
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Making marketing automation &
CRM work better for your team
Simple suggestions:
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Challenge:
turning all the data across marketing automation & CRM into something
actionable is hard.
Use automation to turn volumes of
data into single-line insights.
Solution:
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Use automation to
turn volumes of data
into single-line insights.
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Use automation to
turn volumes of data
into single-line insights.
If content downloaded
is equal to product whitepaper
set property lifecycle stage
to marketing qualified lead
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Use automation to
turn volumes of data
into single-line insights.
If
last contacted date
is equal to
never contacted < 30 days > 30 days
set “level of sales
engagement” to
never engaged engaged stalled
set “level of sales
engagement” to
set “level of sales
engagement” to
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Lead
Score
73
Use automation to
turn volumes of data
into single-line insights.
73
Lead Score
SQL
Lifecycle Stage
Engaged
Sales Engagement Level
Server Switches
Likely Product Interest
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Solution:
Challenge:
CRM data accuracy is always a concern.
Start including confidence
levels in your CRM data.
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Start including
confidence levels
in your CRM data.Product Interest
Server Switches (auto
set)
Server Switches (manually set)
Server Cables (auto set)
Server Cables (manually set)
Server Buses (auto set)
Server Buses (manually set)
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Start including
confidence levels
in your CRM data.
MQL Event Demo Request
MQL Event Date 11/5/2014
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Share the right data with your sales
team at the right time.
Solution:
Challenge:
Salespeople don’t have full access to actionable data on their prospects.
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Share the right data
with your sales team
at the right time.
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Share the right data
with your sales team
at the right time.
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Get serious about segmenting
your lead and customer data.
Solution:
Challenge:
Marketers and salespeople don’t understand what one another are up to.
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Get serious about how
you segment your
lead and customer data.
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Get serious about how
you segment your
lead and customer data. Marketing Event
Oriented
Campaigns centered around marketing events
Mostly static content
Recent contacts only,no larger strategy
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Get serious about how
you segment your
lead and customer data.
Event-centric and re-engagement campaigns
Content personalized by persona & stage
Strategy for recent & past leads
Persona & Stage
OrientedMarketing Event
Oriented
Campaigns centered around marketing events
Mostly static content
Recent contacts only,no larger strategy
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Get serious about how
you segment your
lead and customer data.
Event-centric and re-engagement campaigns
Content personalized by persona & stage
Strategy for recent & past leads
Persona & Stage
Oriented
Full
Lifecycle
Campaigns for every stage of the lifecycle
Content personalized by persona, stage, event
Metrics & efforts all aligned to segments
Marketing Event
Oriented
Campaigns centered around marketing events
Mostly static content
Recent contacts only,no larger strategy
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Get serious about how
you segment your
lead and customer data.
Goal: Product Activation
Goal: Consistent Usage
Goal:Lead > Customer
Goal:Retention
Recognized by the entire organization
Goals & metrics associated with
every stage
All campaigns & efforts tied to
a stage
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Get serious about how
you segment your
lead and customer data.
![Page 39: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/39.jpg)
Get serious about how
you segment your
lead and customer data.
![Page 40: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/40.jpg)
Get serious about how
you segment your
lead and customer data.
![Page 41: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/41.jpg)
Solution:
Challenge:
Marketers and salespeople don’t understand what one another are up to.
settle on a common language
around your funnel.
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Settle on a common
framework and language
around your funnel.
Goal: Product
Activation
Goal: Consistent
Usage
Goal:Lead >
Customer
Goal:Retention
Stage Qualified - Corporate Team
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leverage your data through
every channel.
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Leverage your data
through every channel
(not just email.)
![Page 45: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/45.jpg)
Leverage your data
through every channel
(not just email.)
![Page 46: MTech14: Integration, Interruption: Why and How Marketers Should Command Control of Marketing Automation & CRM Technology - Jeff Russo](https://reader034.fdocuments.us/reader034/viewer/2022052508/559aa94b1a28ab851c8b4683/html5/thumbnails/46.jpg)
help your sales team
help you.
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help your sales team
help you.
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10 YEARS AGO
CMO tenure has nearly
doubled in length since 2006.SPENCER STUART, MARCH 2014
TODAY
CMOs will outspend CIOs on
technology by 2017.GARTNER RESEARCH, 2012
• Unable to articulate
value we provide
• No ownership over
key metrics or data
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It’s an exciting time to
be a marketer.
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thank you.
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