Using SugarCRM for a Lead Generation and Inbound Marketing...
Transcript of Using SugarCRM for a Lead Generation and Inbound Marketing...
.4.19.12
Using SugarCRM for a Lead Generation
and Inbound Marketing Hub
©Copyright 2012, echogravity, Inc.
1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub
2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns
3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow
Webinar Series
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About Me
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CEO and Co-Founder of echogravity Inbound marketing and public relations firm that builds target market awareness and lead generation for SMB B2B companies.
1. Communicate how content and social media marketing can be a front end mechanism for building your Inbound Marketing Strategy with SugarCRM.
2. Explore how SugarCRM web-to-lead forms capture new prospects and leads.
3. Understand why SugarCRM is the complete foundation for lead generation, marketing automation and sales conversion.
4. Get you coming back for #2 and #3!
Objectives of this Webinar
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Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information. Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense.
-wikipedia
What is Inbound Marketing?
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Why is it time to pay attention to Inbound Marketing?
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• Social Media distribution vehicles (twitterfeed/social sharing)
• Interruption marketing is lessening
• Available content and educational materials are growing at an exponential rate
• Connection with buyers happens 24/7
• SEO’s connection with content
Challenges with CRM
• Current data is usually fragmented and old
• Executive management isn’t enforcing sales team data input and integrity
• Contact management and data inquiry is the main use for the system
• Lack of knowledge of all the capabilities of the tools
• Prospect Data Store
• Lead Collection
• Automated Lead Routing
• Nurture Marketing
• Analytics and Campaign Testing
The Opportunity with SugarCRM
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SugarCRM Modules
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5 Keys to Implementation:
1. Integration using web-to-lead forms
2. SugarCRM dropdown fields
3. Campaign Management (webinar #2)
4. Segmenting data and using Nurture Marketing
5. Usage of workflow (webinar #3)
SugarCRM as the Hub
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Ideal State
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Build Content
Socialize Content
Hit the Target Market
Populate SugarCRM
Generate Leads
Create Revenue
Integration using Web-to-Lead Forms
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Download Form
Contact Us Form
Calls to Action
Integration using Web-to-Lead Forms
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Integration using Web-to-Lead Forms
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Utilization of Dropdown Fields
Form to Lead
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Populate SugarCRM
Campaign Management
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More to come in Webinar #2 on Campaign Management
Segmenting Data for Nurture Marketing
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There are a number of ways to do this!
Campaign Status
Workflow (webinar #3)
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Recap
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Using SugarCRM for a Lead Generation
and Inbound Marketing Hub
Step #1: Prepare SugarCRM to Receive Activity
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Step #2: Tie it All Back Through Forms
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Create Landing Pages with Form
Step #3: Create Workflow
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Design Lead Capture Process
Build in SugarCRM
Test the System
Step #4: Plant Social and Content Seeds
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Content
Email Marketing
Opt In List
Survey/Respondents/ Prospects
Website
Landing pages
Call to Action Buttons across web site
Call to Action Buttons across web site
Blog Series
3rd Party Channels
Social Media
LinkedIn Groups and other social bookmarkings
Whitepaper Websites
Client List
Relevant Media
Syndication
Step #5: Results-Lead Capture
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Watch traffic build
Sleep while the engine works
Lead Workflow, Funnel Management and Sales Conversion
Step #5: Results-Sales Develop
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But, there is more!
The Domino Effect from Implementing this Strategy
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Site Traffic Blossoms Over Time
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• New prospect traffic grows • SEO and rankings climb • Increase pageviews, time on site and reduction in bounce rates
You Become Known in your Space
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Capture new prospects
Optimize sales and marketing resources
Report more accurate information for executive management
Generate clear ROI on marketing campaigns
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SugarCRM’s Impact to Your Business
The foundation is critical- data, systems and web site
Frequency and relevance is a must
Connection with Buyer Personas is key to the strategy
Content must be compelling, intelligent and interesting
Pay close attention to detail when using marketing automation in SugarCRM
Stay committed to the plan and process
What to Remember
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1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub
2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns
3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow
Webinar Series
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