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