Marketing Automation & CRM: Terrible Twosome or Dynamic Duo?
The Dynamic Duo: SugarCRM + Act-On Marketing Automation (September 2015)
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Transcript of The Dynamic Duo: SugarCRM + Act-On Marketing Automation (September 2015)
The Dynamic Duo:SugarCRM and Act-On
CRM and Marketing Automation
September 22, 2015
This event is being recorded. It will be posted on the W-Systems blog
and a link included in our next monthly newsletter
www.w-systems.com/blog
Presenting:
Christian WettreW-Systems Corp.
Brandon ContrerasAct-On Software
• CRM and Marketing Automation: When and why do you need both?
• SugarCRM and Act-On: Background• Feature Set Demonstration• Solution Pricing• Q&A
Agenda
• You need CRM to manage individual customer facing processes such as sales and support
• You need Marketing Automation to consolidate multiple digital marketing tools beyond email
• You need both when you have separate customer sales and marketing teams
WHEN do you need both CRM and Marketing Automation?
• CRM does a great job storing extended and complex information about relationships
• CRM has fairly simple marketing capabilities• Marketing Automation does a great job with
providing a rich marketing toolset and analysis of campaign results
• Marketing Automation stores fairly simple information about account and contacts relationships
WHY do you need both CRM and Marketing Automation?
• Email marketing is only one of many tools a marketer works with – it can be done in CRM or simple email services such as MailChimp or Constant Contact
• Marketing automation attempts to bring all the tools a marketer needs into one combined platform to share data
Marketing Automation vs Email Marketing
Email Marketing
Website Visitor Tracking
Webinar Management Social Media
Website Forms Capture
Non Email Marketing
• SugarCRM and Act-On have very deep integration between the Marketing Automation and CRM toolset.
• Integration speeds the sales process • Integration provides a direct feedback loop to marketing from
the sales team
Why SugarCRM and Act-On?
Act-On and SugarCRM Interaction Points
Landing Pages Forms
Leads ContactsOpportunities
Lists
Target Lists
InteractionsClicks / Visits
Upd
ates
Notes
Revenue Attribution
Score
s
Dashboards
• Founded in 2008 initially backed by Cisco and WebEx
• Headquartered in Beaverton, Oregon
• 2nd Fastest growing marketing automation company on the 2014 Inc. 500/5000 list
• Frost & Sullivan Marketing 2014 Automation Company of the year
• Top 10 Most Evaluated Marketing Automation Company (TrustRadius)
Act-On Corporate Background
• CRM Implementation since 1996• SugarCRM Elite Consulting Partner • Act-On Platinum Consulting Partner • Focus on implementation, process,
development and integration• Marketing Automation content service:
wCatapult• Read the W-Systems case study at
– https://www.act-on.com/casestudy/w-systems
W-Systems Background
• Website Landing Pages• Lead Capture Forms• List Management• Email Broadcasting• Website Visitor Tracking• Lead Behavior Scoring• Website Asset Download Tracking• Social Media Post Tracking• Webinar automation (Webex & GotoMeeting)• Automated Long Term Email Programs
Act-On Marketing Automation
Act-On W-Systems Lead Capture Forms
• Quickly place many lead capture form on web pages
• Instant post to SugarCRM
• Auto assign leads to sales reps or to inside sales groups
Act-On List Management: Real-time Sync to Sugar
Act-On List Management: Maintain List Segments
Act-On List Management: Control which fields to sync
Act-On Automated Campaigns: Sequential Messages
Act-On Automated Campaigns: Example
Whitepaper Download
Confirmation Email with link
to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
• Track leads engagement with your digital content
• Assign scores based on lead demographics and job titles
• View detailed lead behavior in SugarCRM
Act-On Lead Scoring
Act-On Lead Scoring Example
Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper
5
Visitor browsed company website multiple times in the past 7 days
5
Visitor downloaded the Evaluation Guide 5
Visitor is already a lead in the SugarCRM 4
Visitor clicked on company's Jobs web page. -5
Act-On In SugarCRM
Solution Pricing
Winner of Drawing
Host: Christian WettreEmail: [email protected]: +1.201.574.0377
Questions & Answers
Want to learn more? Email us for a detailed demonstration or fill in our demo request form athttp://www.w-systems.com/products/act-on-marketing-automation/
Host: Brandon ContrerasEmail: [email protected]: +1.916.757.6976
This event was recorded. The recording and Q&A details will be
posted on the W-Systems blog and a link included in our next monthly
newsletter
www.w-systems.com/blog