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Sales takes down deals
Traditional Marketing and Sales
Marketing provides air cover
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But the Buyers Journey has Changed…
• Buyers are doing more research before they call you
– 78% start the buying process with a web search
– 50% turn to social media and peer reviews
Source: DemandGen Report
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We Speak a New Language… (EIII)
• Engagement
• Intelligence
• Insight
• Inspiration
[ Ä« ]
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Engagement
Multiple Channels
• Engagement through multiple
channels
• Follow the buyers journey
Continuous Process
• Engagement is a continuous
process
• Nurturing is essential
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Content is Key to Engagement
Develop a curriculum and content plan
that matches a buyers journey
Become a trusted advisor by
educating before selling
Get found by optimizing your content for
search engines
Use paid advertising to bolster organic
search
Reinforce content across multiple
channels
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Intelligence
• Use every engagement
opportunity to learn more
• Build a profile that
combines demographic
and behavior information
• Gathering intelligence will
save you time and make
you look smarter
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Insight
• Use the intelligence
gathered to understand
your prospects needs
• 80% of the prospects
deemed “bad leads” by
sales go on to buy within 24
months
• Look for patterns and
understand what they
mean
Source: Sirius Decisions
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Inspiration
• Happy customers are inspired
customers!
– It costs 6 – 7 times more to sell to a
new customer than to an existing one2
• 70% of buying experiences are based
on how the customer feels they are
being treated1
• Organizations where marketing and
sales are aligned were 38% better at
winning customers than those that
were not3
Source: 1) McKinsey & Co; 2)Bain & Co.; 3) Marketing Profs research
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Change the Process & See the Results
LEADS OPPORTUNITIES CUSTOMERS ENGAGED
CUSTOMERS
ADVOCATE
& FAN
Marketing Responsibility
Sales Responsibility
Engagement throughout the customer lifecycle
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Next Steps
Need it today
Call: 1 (877) 530-1555
Email: sales@act-on.com
Sign up for a demo
www.act-on.com
Hinweis der Redaktion
Just a few short years ago, the business world was a very different place.Traditional marketing focused onbrand building,name recognition, there was some lead generation, catalogs,direct mail, billboards, coupon strategies they also hired agencies to create radio, television, magazine, and newspaper ads packaging and point-of-purchase displays conducted focus groups and testingTraditional sales on the other hand focused onconducting their own prospecting, dialing for dollars, logging time on the road they also conducted cold calling – dialing strangers or just walking – it was endemicKey Point:There was a distinction between the sales and marketing departments, which had different concerns, different responsibilities, different lexicons, and different ways of measuring success. They were operating in silos.
Integrating marketing and sales systems creates interdependency. Sales and marketing personnel work closely together at every stage in the customer lifecycle, from the nuts-and-bolts of lead scoring to the nuances of creating and applying personas. This technological revolution allows sales and marketing key gains that were for the most part unthinkable even ten years ago.These gains can be broken down into the four categories of – Insight, Intelligence, Engagement, and Inspiration
Insight. Think of this as insight into individual behaviors and customer needs.As examples:Marketing Automation – gathers information at the individual level, both explicit (someone’s title) and implicit (the web pages they visit), and appends these observations into the individual’s history profile.Lead Scoring – Characteristics and behaviors can be scored, and leads that pass a scoring threshold can be passed from the marketing system to the sales system automatically, perhaps making it onto a prioritized list for the salesperson if the score’s among the highest that day or hour.Nurturing Program – Cold leads can be seen and acknowledged as cold making it a candidate for a nurturing program. But it also keeps them in the marketing bucket and out of the sales rep’s part of the lead funnel. Sales is spared wasting time on leads that won’t ever be sales-ready.Website Visitor Tracking – this of course captures visitor tracking, identifies who visits which pages and from that, sales can get real-time visitor- or page-triggered alerts for follow-up.
Intelligence. Think of this as aggregate data for reporting and trend watching, and aggregate data on an individual that indicates next steps.Campaign Results and Conversions – Marketing automation reports on campaign results and conversions help marketing become accountable for a portion of sales revenue. Traditionallysilo’ed form sales, Marketing is now part of the profit continuum.Inbound Marketing – these features can track AdWords conversions, providing intelligence and guidance for media buys,budget establishment, and keyword optimization for organic search.Marketing Database Access – Salespeople can access entries in the marketing database (from their sales force automation dashboard, so it’s not disruptive) to see aggregate data including demographic and behavioral, search terms used, etc. Seen holistically, the data provides intelligence the sales rep uses to take the next step – including knowing when the customer is ready to buy and it’s time to close the deal.