Lose the Tickler File – How to use nurture marketing to support sales follow up
SalesFUSION Webinar
What we’ll cover today
• About SalesFUSION • Marketing automation systems overview• Integrating sales follow up processes with MA• Examples of how to support sales follow up using MA• How to eliminate Lead Leakage from your lead funnel
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• Extensive global partner network• Unique Client Services model• Game-changing pricing structure• 99% retention rate• 90% of all new features added in 2011– customer requests
SalesFUSION B2B Marketing Integration Framework
Marketing Process
Sales Process
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Email Marketing
Social Publishing
Event Management
Nurture Marketing
Website Tracking
Lead Scoring Routing
MultichannelCampaigns
CRM Integration
Integrated Marketing & Sales Process
Challenges in b2b sales 2012
Online buying environment Buyers research more before
engaging with Sales Less human interaction More competition is at the buyer’s
fingertips Social media complications Less resources available to sales More selling pressure Marketing is expected to provide
more direct support to sales
Marketing’s changing role
More pressure on marketing to directly support sales with lead gen
Marketing and Sales integration is required at the technology & process levels
Tactical programs specifically designed for sales lead capture
Responsibility expanded into top of sales funnel
MQL/SQL Management
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report
Traditional mismatch in marketing/sales goals & technologyLack of technology to support integrated funnel causes lead leakage
MA Software is designed to plug this gap
Why the tickler file fails
Relies upon the diligence of individual sales personnel
Fraught with human error Sales will always migrate to the near-
term Inconsistent Not data driven No visibility into lead behavior
Recent Article on SellingPower – on how to set up a sales tickler file system….this is RECENT!
To get started, you will need the following:
1. 4" x 6" card file/box... at least 8" deep.
2. 4" x 6" index cards...white and an additional color. Use white for prospects. A color card is used to record a sale, remind you to send a thank you note, ask for referrals, and distinguish special customers.
3. Numbered tabs (1-31)...for active follow-up.
4. A-Z tabs...inactive-use for prospects/customers you are no longer pursuing.
5. Monthly tabs...for future follow-up.
Sales follow up should be collaborative Sales & Marketing shared responsibility
Marketing – control the electronic messaging and monitoring of a lead (cold or warm or nurtured)
Marketing – monitor behavior along the way Alert/Assign follow up tasks when appropriate Provide marketing detail to sales to support the follow
up calls
Marketing Automation Primer
• Multichannel campaigns – email, web, social• Outbound & Inbound • Manages the lifecycle of the lead from capture to
closure• Enriches CRM with marketing intelligence• Reinforce brand & messaging over time with
nurture-based campaigns• Coordinated effort between marketing & sales
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
Matching MA technology with Sales
• 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
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A “Leaky” pipeline without MA
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A healthier pipeline with MA
How should marketing & sales work together?
• Delineate between MQL/SQL and define ownership & rules
• Establish firm criteria to move leads between MQL/SQLMarketing Pre-build short & long term
nurture email campaigns Content based on vertical,
demog, other criteria Design content to be
impactful yet general enough to be relevant “anytime”
Sales Manage SQL’s for short-
term viability When leads go cold, change
status Add key demog’s to record
in CRM that marketing may find useful
What does a typical follow up campaign look like?Lead Capture from
Home PageAdded to MA
DatabaseScored as SQL Added to CRM
Sales Works LeadNo Movement
30-Days
Status
Status in CRM Lead Table changed by Sales to “Nurture”
Lead is “kicked back” to Marketing
for further Nurturing
MA CRM
Push high-value content to lead via trigger emails
Append new contacts to company records via data appending solutions
Add to newsletter Invite to events Rescore new interactions Send follow up alerts to sales
or assign follow up tasks to sales when appropriate
Supporting content for leads kicked back from SalesMarketing should target higher value content at
these type of leadsWebinarsWhite PapersCase Studies
Higher level of personalization in the email campaignsEmails personalized from the sales personReference first name/account name in emailsReference industry
Supporting content for leads kicked back from Sales
Hi ++First Name++
Thank you for your recent interest in our company. We have helped companies similar to ++CompanyName++ by improving processes that impact how you manage issues in ++Industry++.
I thought you may find this white paper relevant as it discusses many issues that companies such as ++CompanyName++ face.
Sincerely++SalesSignature++
Creating a feedback loop between MA/CRM
Leverage the alerting mechanism in MA to keep sales in the loop
Email alerts for assigned leads/contacts Alerts when
Web activity occurs Content download occurs Event registration occurs
Keeps sales in the loop Keeps sales interested in
process Builds trust between
marketing & sales that the process works!
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Metrics to consider
According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to 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%
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Justifying the use and spend on MA Software
Additional ways to support sales w/ MA Software
• Views of marketing interaction inside of CRM provide key insight to sales
• Sales is encouraged to connect with leads/contacts when their interest is highest
• Marketing data provides insight into prospect interest
Brief Product Overview
• Setting up the rules to implement sales follow up• Providing marketing intelligence inside of CRM