the sales & marketing loop
TRANSCRIPT
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THE SALES AND MARKETING LOOPFORFRONT | CANDDi | MILLER HEIMAN
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REGISTRATION & WELCOME
• WELCOME
• HOUSEKEEPING
• AGENDA
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Agenda:
Aligning Sales & Marketing Teams
Targeted Marketing
Quick Break
Web Monitoring and Tracking
Converting your Leads
Q&A
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Ken Nathan,SALES & MARKETING DIRECTOR
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
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ALIGNING SALES & MARKETING TEAMSKEN NATHAN| FORFRONT
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
of sales reps say they can’t find content to send to prospects
Why it is important to align sales and marketing teams
38%Highly integrated sales & marketing teams enjoy 38% higher sales rates
36%Highly integrated sales & marketing teams enjoy 36% higher retention rates
95%of buyers chose a solution that provided them with ample marketing content
Source: https://www.act-on.com/whitepaper/introduction-to-sales-and-marketing-alignment/
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THE TWO ARE INEXTRICABLY LINKED, HOWEVER…
Aligning Sales & Marketing Teams
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
SALES
NOTHING EVER HAPPENS UNTIL SOMETHING GETS
SOLD
MARKETING
WITHOUT MARKETING, NO SALES TAKE PLACE
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What do Sales & Marketing know about each other?
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
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BLANK SLIDE
HANDOVER TO GUY FRASER
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Guy Fraser
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
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What would better sales & marketing alignment in your organisation look like?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Exercise
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Key points of sales and marketing alignment
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
• Clear target customer view
• Aligned understanding of customer expectations
• Shared definitions and terminology
• Good internal communication
• Collaborative strategies
Leads to profitable revenue growth
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Target market
Marketing
EngagementTracking
Sales
The Sales & Marketing Loop
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First of all, who should we be selling to?
THE SALES & MARKETING LOOP
Target Market
GUY FRASER, MILLER HEIMAN
Large corporates SMEs Families
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Who do we want to reach?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Profile
Age range
Interests
Job Title/ Income range
Needs & wants
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TARGETED MARKETINGKEN NATHAN | SALES & MARKETING DIRECTOR
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Many different types of marketing…
EVENTS PUBLIC RELATIONS
DIGITAL
TV ADVERTISINGMAGAZINES / NEWSPAPERS
REFERRALS / WORD OF MOUTH
EMAIL MARKETING …but how do you target your audience?
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• Highest ROI of any channel (£38 per £1 investment)
• Measurability
• Feeds into other digital channels (social, website etc)
• Marketing automation
• Personalisation
• All this can now be done at scale
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Why Email Marketing?
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
High variability in ROI of Email Marketing
Small changes to best practice can take you from here…
…to here
Source: DMA Email Marketing Benchmark Report, 2016
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Average ROI of Email Marketing (2012 – 2016)
2012 2013 2014 2015 2016 (forecast)£0
£10
£20
£30
£40
£50
£60
£21£25
£30
£38
£51
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Big data has allowed us to become more scientific about our marketing….
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
So why is ROI in Email Marketing increasing?
“Over 90% of the world’s data has
been generated in the last 3 years”
Source: https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Let’s focus on the two techniques that are driving ROI
Hyper-personalisationMarketing Automation
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Marketing Automation
• Web/newsletter sign-ups
• Multi-email campaigns
• Welcome series for new customers
• Loyalty programmes
• Renewals and invoices
72% decrease in conversion
time *
* Source: https://www.ventureharbour.com/23-benefits-of-marketing-automation/
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Real-time data Static data
Behavioural data
Weather, geo-location,device, time of day, date etc.
Name, demographics, company, job title etc.
Web analytics, purchase history, abandoned basket, downloads, loyalty cards etc.
Different types of data
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Hyper-personalisation
• Dynamic content (latest offers, countdown timers etc)
• Abandoned basket offers
• Web behaviour
• Device optimisation
• Real-time personalisation(weather, location, device, time of day, date etc)
219% increase in conversion
rate*
* Source: http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization
“It’s not when you send, it’s where & when they open and what media they open on”
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What does
hyper-personalisation
look like?
Behavioural personalisation based on website analytics
Feature personalisation based on industry data
Real-time personalisation based on date & time of open
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THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
So, you’re automated and hyper-personalised, but what happens when someone clicks on your campaign?
…typically they’re directed to a landing page or your website and then what?
CLICK HERE
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… You’ll have to wait until after the break
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WEB MONITORING & TRACKINGTIM LANGLEY | FOUNDER OF CANNDi
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Tim Langley,Founder of
THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi
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Do you want to see who’s visiting your website?
5 tips to improve results from existing traffic
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Problem:
THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi
Websites convert around 2.8% of visitors
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CANDDi started with a B2B email marketing problem…
Conversion metrics
Generate List
Send e-shot
Drive to targeted landing page
Produce target list for sales-
teams
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BUT Sales-teams want to know “who’s best prospect over time”
Generate List
Send mail-shot
Drive to targeted landing page
Produce target list for sales-
teams
Generate List
Send mail-shot
Produce target list for sales-
teams
Generate List
Send mail-shot
Drive to targeted landing page
Produce target list for sales-
teams
Month 1 Month 2 Month 3
Horizontal activityreporting
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You can sell to Jake
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Visitors are individuals, understanding their behavior builds stronger relationships
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Where is he located?
How engaged is he?
What product did he look at?
Which product did he enquire about?
Who is he?

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Big data shouldn’t just be more data
THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi
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Five tips to improve results from existing traffic
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#1. It’s all about the data!
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It’s critical to capture (and tie together)as much data as possible
CANDDi (data platform)
CRM
Website Email Phone
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#2. Filter the data
Too much data, is nearly as bad, as no data at all
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#3. Integrate in to existing processes
Too much data, is nearly as bad, as no data at all
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#4. Enrich the data - focus on key visitors
CAPTURE converts 2-3x more visitors than typical contact form
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#5. Set realistic expectations
Everything works(but there’s no silver-bullet)
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CANDDi is a relationship marketing tool
CANDDi provides you timely information to nurture client base
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CONVERTING YOUR LEADSGUY FRASER | MILLER HEIMAN
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
B2B vs B2C Selling:
• Sales cycle: longer vs shorter
• Price points: B2B tends to have higher price points
• Sales tactics: rational vs emotional response
• Decision makers: many vs few
• However, both require alignment with marketing!
Understanding & progressing leads
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Understand who has engaged with your marketing and website
• Are they a decision maker?
• Can they influence the purchase?
• What has their journey TO your website been?
• What has their journey ON your website been?
Source: http://www.hubspot.com/marketing-statistics
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People are becoming more cautious and conduct more research before buying
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Trust begins with understanding
• I am a decision maker
• I will lose interest in you unless• …what you do is relevant to my needs• …and I think that you’re trustworthy
• My perception of your strengths may surprise you
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Understanding the client concept
What does this person wish to
• Achieve
• Solve
• Prevent
Where are they in their thinking process?
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Where are we in the sales process?
PROSPECT
QUALIFY
COVER THE BASES
CLOSE THE ORDER
NEED TO CHANGE
DEFINE PROBLEM
EVALUATE
SELECT
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
The unique solution doesn’t need to be complex or bespoke
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The sale has been completed… now what?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Exercise
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THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Target market
Marketing
EngagementTracking
Sales
The Sales & Marketing Loop
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Q&A
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Thank you