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When	
  Marke2ng	
  and	
  CRM	
  Automa2on	
  
             Make	
  a	
  Great	
  Team	
  

                Marc	
  Chesley	
  
VP	
  of	
  Development	
  and	
  Technology	
  




                     @GuitarLawyer	
  
When Marketing and CRM make a Great Team - Marc Chesley
When Marketing and CRM make a Great Team - Marc Chesley
When Marketing and CRM make a Great Team - Marc Chesley
What	
  is	
  Cloud	
  Compu>ng?	
  
Cloud	
  Compu>ng	
  Defini>ons	
  
What	
  it	
  Boils	
  Down	
  to	
  –	
  Common	
  Elements	
  	
  
IT	
  Infrastructure	
  	
  
When Marketing and CRM make a Great Team - Marc Chesley
@GuitarLawyer	
  
When	
  Marke>ng	
  and	
  CRM	
  Automa>on	
  
          Make	
  a	
  Great	
  Team	
  
RIP…	
  
Tools	
     +	
   Tac>cs	
   -­‐	
   Strategy	
   =	
  

       CHAOS	
  
Integrate	
  




your	
  inbound	
  &	
  marke>ng	
  	
  
  automa>on	
  strategies	
  
Be	
  a	
  team	
  
Inbound	
  marke2ng	
  is	
  like	
  
                         fishing	
  
Know	
  where	
  your	
  
   target	
  market	
  is	
  
Understand	
  your	
  
                                target	
  market	
  
                                  Wants	
  &	
  Desires	
  
                                  	
  

Industry	
  Specific	
  	
  
Forums	
  &	
  Communi2es	
  
	
                                                    Where	
  are	
  the	
  Influencers?	
  


                                                                               Fears	
  &	
  Pains	
  
     Trade/Industry	
  
     Specific	
  Websites	
  
                                                    Demographics	
  
Use	
  the	
  
 right	
  bait	
  
Use	
  the	
  
  right	
  bait	
  
           Use	
  the	
  
right	
  content	
  
Use	
  the	
  
                      right	
  content	
  
                    JOIN	
  THE	
  CONVERSATION	
  	
  
                   IN	
  YOUR	
  PROSPECT’S	
  MIND	
  

              WHAT	
  ARE	
  THEY	
  THINKING	
  ABOUT?	
  

                       DESIRES	
           PAINS	
  


What	
  content	
  will	
  help?	
  
         Show	
  Examples	
  
                             Be	
  the	
  Expert.	
  
Examples:	
  
        Ebooks	
                  Free	
  Reports	
            Video	
  

         Exclusive	
  Membership	
                      Get	
  a	
  Quote	
  

Free	
  Trial	
               Contest	
  Drawing	
                Coupons	
  


        Podcast	
                     Survey	
            Live	
  Event	
  

                    RSS	
  Feed	
              Teleseminar	
  


              Audio	
  Download	
                   Webinar	
  
This	
  is	
  NOT	
  
  CATCH-­‐AND-­‐RELEASE	
  




               It	
  is	
  	
  
CATCH-­‐AND-­‐FOLLOW	
  UP	
  
Email	
  is	
  s>ll	
  the	
  
         inner	
  sanctum	
  
Email	
  is	
  s>ll	
  the	
  
                                                           #1	
  method	
  
                          H O W 	
   D O 	
   Y O U 	
   P R E F E R 	
   T O 	
   H E A R 	
        % 	
   O F 	
  
                          A B O U T 	
   S A L E S 	
   A N D 	
   P R O M O T I O N S ? 	
          R E S P O N D E N T S 	
  


                              Promo2onal	
  emails	
                                                  64%	
  
                              This	
  company’s	
  website	
                                          21%	
  
                              Postal	
  mail	
                                                        25%	
  
                              Don’t	
  want	
  communica2ons	
                                        50%	
  
                              Television	
                                                            10%	
  
                              Social	
  media	
  websites	
  (Facebook,	
  TwiZer,	
  YouTube)	
      8%	
  
                              Mobile	
  phone	
  text	
  messages	
  or	
  alerts	
                   5%	
  
                              Radio	
  	
                                                             3%	
  
                              Other	
                                                                 2%	
  
                                                                                                      	
  

*ForeSee	
  Results	
  
Just	
  because	
  you’ve	
  captured	
  a	
  lead	
  
   and	
  can	
  now	
  send	
  them	
  email,	
  
doesn’t	
  mean	
  you’ve	
  earned	
  the	
  right	
  



               TO	
  SELL	
  
 	
  	
  	
  	
  	
  
                        NOT	
  about:	
  
          It	
  is	
  	
  
seeng	
  up	
  a	
  42-­‐step	
  autoresponder	
  	
  
              to	
  hammer	
  people	
  
It’s	
  about	
  being	
  


Targeted	
                           Relevant	
                              Building	
  a	
  	
  
                                                                            rela2onship	
  
                  Timely	
                              Personalized	
  



        To	
  create	
  goodwill,	
  educate,	
  	
  
               	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  and	
  convert	
  
All	
  while	
  being	
  efficient	
  
Nothing	
  to	
  do	
  with	
  the	
  medium.	
  	
  
            It’s	
  the	
  style	
  of	
  communica2ons.	
  
Behavior,	
  trigger-­‐based	
  ac>ons.	
  	
  

HELPFUL	
  VERSUS	
  PUSHY	
  
Three	
  Black	
  Holes	
  


    1	
                2	
                3	
  

 LOST	
               LOST	
        LOST	
  
TRAFFIC	
            LEADS	
     CUSTOMERS	
  
The	
  Solu>on	
  
It’s	
  about	
  
Building	
  a	
  process	
  
A	
  Framework	
  
       for	
  business	
  growth	
  strategy	
  
integra>ng	
  lead	
  gen	
  and	
  lead	
  management	
  
 
         PCL	
  
   the	
  

Perfect	
  Customer	
  Lifecycle	
  
1	
   2	
   3	
   4	
  
5	
   6	
  
 There	
  are	
  
                    7	
  
                      Stages	
  
Framework	
  for	
  your	
  plan:	
  
     The	
  Perfect	
  Customer	
  Lifecycle	
  




AZract	
       Capture	
      Nurture	
      Convert	
      Deliver	
          Upsell	
      Get	
  
Traffic	
         Leads	
      Prospects	
      Sales	
      &	
  Sa2sfy	
     Customers	
   Referrals	
  
PCL	
  
the	
  


                                     Map	
  out	
  the	
  plan	
  




          AZract	
     Capture	
        Nurture	
      Convert	
        Deliver	
                  Upsell	
      Get	
  
          Traffic	
       Leads	
        Prospects	
      Sales	
        &	
  Sa2sfy	
             Customers	
   Referrals	
  



            SEO	
  
              AD	
                     +	
     +	
  
                                                               $	
                       +	
         +	
  

            PPC	
  
Example	
  –	
  Financial	
  Planner	
  
Example	
  M.A.P.	
  
PCL	
  
the	
  



                              Traffic	
  Ahrac>on	
  Strategies	
  




          Ahract	
                   Capture	
                     Nurture	
                        Convert	
                      Deliver	
                    Upsell	
      Get	
  
          Traffic	
                     Leads	
                     Prospects	
                        Sales	
                      &	
  Sa2sfy	
               Customers	
   Referrals	
  


                1	
  
          Content	
  is	
  king	
  (blog	
  posts,	
  videos,	
  etc.)	
  	
  	
  /	
  	
  Social	
  media	
  	
  	
  /	
  	
  Online	
  Marke2ng	
  (PPC,	
  SEO)	
  	
  	
  /	
  	
  Referrals,	
  Partners	
  
PCL	
  
the	
  



                                Lead	
  Capture	
  Strategies	
  




          AZract	
            Capture	
   Nurture	
                                      Convert	
                     Deliver	
                    Upsell	
      Get	
  
          Traffic	
              Leads	
   Prospects	
                                      Sales	
                     &	
  Sa2sfy	
               Customers	
   Referrals	
  


                                     2	
  
                 Opt-­‐in	
  for	
  free	
  report,	
  video,	
  premium	
  content,	
  etc.	
  	
  	
  /	
  	
  	
  Request	
  a	
  quote,	
  get	
  a	
  demo,	
  free	
  trial	
  
                                      Offers,	
  coupons,	
  contests	
  	
  	
  	
  /	
  	
  	
  AZend	
  live	
  event,	
  webinar,	
  teleseminar	
  
PCL	
  
the	
  



                          Lead	
  Nurture	
  Strategies	
  




          AZract	
     Capture	
                  Nurture	
                     Convert	
                   Deliver	
                  Upsell	
      Get	
  
          Traffic	
       Leads	
                  Prospects	
                     Sales	
                   &	
  Sa2sfy	
             Customers	
   Referrals	
  


                                                          3	
  
                       Create	
  custom	
  campaigns	
  for	
  hot,	
  warm	
  and	
  cold	
  leads	
  	
  	
  /	
  	
  	
  Personaliza2on	
  is	
  key	
  
                                                Make	
  every	
  message	
  relevant,	
  useful	
  
Did	
  you	
  know?	
  

              48%	
                                    1	
        2%	
  

                              24%	
                    2	
        3%	
         %	
  of	
  deals	
  that	
  close	
  


                                   12%	
               3	
        4%	
  
  %	
  of	
  calls	
  a	
  
company	
  makes	
                      6%	
           4	
          10%	
  

                                    10%	
              5	
                                                             81%	
  



         It	
  takes	
  an	
  average	
  of	
  five	
  sales	
  calls	
  to	
  close	
  a	
  deal,	
  	
  
        but	
  most	
  salespeople	
  give	
  up	
  aner	
  just	
  one	
  or	
  two	
  calls	
  
PCL	
  
the	
  



                       Sales	
  Conversion	
  Strategies	
  




          AZract	
      Capture	
            Nurture	
                Convert	
                  Deliver	
              Upsell	
      Get	
  
          Traffic	
        Leads	
            Prospects	
                Sales	
                  &	
  Sa2sfy	
         Customers	
   Referrals	
  


                                                                             4	
  
                           Automate	
  sales	
  stage	
  communica2ons	
  	
  	
  /	
  	
  	
  Proac2vely	
  handle	
  objec2ons	
  
                                                        Provide	
  suppor2ng	
  evidence	
  
PCL	
  
the	
  



                  Wowing	
  Customer	
  Strategies	
  




          AZract	
         Capture	
                 Nurture	
                   Convert	
                Deliver	
        Upsell	
      Get	
  
          Traffic	
           Leads	
                 Prospects	
                   Sales	
                &	
  Sa>sfy	
   Customers	
   Referrals	
  


                                                                                                                 5	
  
                   Welcome	
  customers	
  (make	
  it	
  personal	
  &	
  relevant)	
  	
  	
  /	
  	
  	
  Be	
  systema2c	
  about	
  quality	
  delivery	
  
                                                Measure	
  sa2sfac2on	
  and	
  take	
  ac2on	
  
PCL	
  
the	
  



                                     Upsell	
  Strategies	
  




          AZract	
     Capture	
      Nurture	
                  Convert	
                    Deliver	
        Upsell	
      Get	
  
          Traffic	
       Leads	
      Prospects	
                  Sales	
                    &	
  Sa2sfy	
   Customers	
   Referrals	
  


                                                                                                                 6	
  
                                      Upsell	
  or	
  cross	
  sell	
  later	
  in	
  the	
  rela2onship	
  
                                        Offer	
  upsell	
  products	
  during	
  checkout	
  
PCL	
  
the	
  



                                    Referral	
  Strategies	
  




          AZract	
     Capture	
               Nurture	
                     Convert	
                    Deliver	
                  Upsell	
      Get	
  
          Traffic	
       Leads	
               Prospects	
                     Sales	
                    &	
  Sa2sfy	
             Customers	
   Referrals	
  



                           Ask	
  for	
  referrals	
  –	
  and	
  track	
  them	
  	
  	
  /	
  	
  	
  Partners,	
  customers,	
  networking	
  
                                                                                                                                                     7	
  
                                                         Tes2monials	
  and	
  social	
  promo2on	
  
Map	
  your	
  PCL	
  
                                     WRITE	
  DOWN	
  YOUR	
  KEY	
  
                                    TACTICS	
  AND	
  WORKFLOW	
  
                                  ACROSS	
  THE	
  ENTIRE	
  LIFECYCLE	
  



                                                                                      IDENTIFY	
  THE	
  KEY	
  
PICK	
  THE	
  TOOLS	
  TO	
          DOWNLOAD	
  THE	
  TEMPLATE	
  
                                                                                         HOLES	
  AND	
  
ACCOMPLISH	
  YOUR	
                    AND	
  WORKBOOK	
  AT:	
                      OPPORTUNITIES	
  IN	
  
         GOALS	
                   WWW.INFUSIONSOFT.COM/PCL	
                           YOUR	
  FUNNEL	
  




                                    DON’T	
  GET	
  BOGGED	
  DOWN	
  WITH	
  
                                  TACTICS	
  THAT	
  DON’T	
  DRIVE	
  STRATEGY	
  
Let	
  us	
  know	
  how	
  we	
  can	
  help	
  
             @GuitarLawyer	
  
             @Infusionson	
  

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When Marketing and CRM make a Great Team - Marc Chesley

  • 1. When  Marke2ng  and  CRM  Automa2on   Make  a  Great  Team   Marc  Chesley   VP  of  Development  and  Technology   @GuitarLawyer  
  • 5. What  is  Cloud  Compu>ng?  
  • 7. What  it  Boils  Down  to  –  Common  Elements    
  • 11. When  Marke>ng  and  CRM  Automa>on   Make  a  Great  Team  
  • 13. Tools   +   Tac>cs   -­‐   Strategy   =   CHAOS  
  • 14. Integrate   your  inbound  &  marke>ng     automa>on  strategies  
  • 16. Inbound  marke2ng  is  like   fishing  
  • 17. Know  where  your   target  market  is  
  • 18. Understand  your   target  market   Wants  &  Desires     Industry  Specific     Forums  &  Communi2es     Where  are  the  Influencers?   Fears  &  Pains   Trade/Industry   Specific  Websites   Demographics  
  • 19. Use  the   right  bait  
  • 20. Use  the   right  bait   Use  the   right  content  
  • 21. Use  the   right  content   JOIN  THE  CONVERSATION     IN  YOUR  PROSPECT’S  MIND   WHAT  ARE  THEY  THINKING  ABOUT?   DESIRES   PAINS   What  content  will  help?   Show  Examples   Be  the  Expert.  
  • 22. Examples:   Ebooks   Free  Reports   Video   Exclusive  Membership   Get  a  Quote   Free  Trial   Contest  Drawing   Coupons   Podcast   Survey   Live  Event   RSS  Feed   Teleseminar   Audio  Download   Webinar  
  • 23. This  is  NOT   CATCH-­‐AND-­‐RELEASE   It  is     CATCH-­‐AND-­‐FOLLOW  UP  
  • 24. Email  is  s>ll  the   inner  sanctum  
  • 25. Email  is  s>ll  the   #1  method   H O W   D O   Y O U   P R E F E R   T O   H E A R   %   O F   A B O U T   S A L E S   A N D   P R O M O T I O N S ?   R E S P O N D E N T S   Promo2onal  emails   64%   This  company’s  website   21%   Postal  mail   25%   Don’t  want  communica2ons   50%   Television   10%   Social  media  websites  (Facebook,  TwiZer,  YouTube)   8%   Mobile  phone  text  messages  or  alerts   5%   Radio     3%   Other   2%     *ForeSee  Results  
  • 26. Just  because  you’ve  captured  a  lead   and  can  now  send  them  email,   doesn’t  mean  you’ve  earned  the  right   TO  SELL  
  • 27.             NOT  about:   It  is     seeng  up  a  42-­‐step  autoresponder     to  hammer  people  
  • 28. It’s  about  being   Targeted   Relevant   Building  a     rela2onship   Timely   Personalized   To  create  goodwill,  educate,                        and  convert  
  • 29. All  while  being  efficient  
  • 30. Nothing  to  do  with  the  medium.     It’s  the  style  of  communica2ons.  
  • 31. Behavior,  trigger-­‐based  ac>ons.     HELPFUL  VERSUS  PUSHY  
  • 32. Three  Black  Holes   1   2   3   LOST   LOST   LOST   TRAFFIC   LEADS   CUSTOMERS  
  • 34. It’s  about   Building  a  process  
  • 35. A  Framework   for  business  growth  strategy   integra>ng  lead  gen  and  lead  management  
  • 36.   PCL   the   Perfect  Customer  Lifecycle  
  • 37. 1   2   3   4   5   6   There  are   7   Stages  
  • 38. Framework  for  your  plan:   The  Perfect  Customer  Lifecycle   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals  
  • 39. PCL   the   Map  out  the  plan   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   SEO   AD   +   +   $   +   +   PPC  
  • 42. PCL   the   Traffic  Ahrac>on  Strategies   Ahract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   1   Content  is  king  (blog  posts,  videos,  etc.)      /    Social  media      /    Online  Marke2ng  (PPC,  SEO)      /    Referrals,  Partners  
  • 43. PCL   the   Lead  Capture  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   2   Opt-­‐in  for  free  report,  video,  premium  content,  etc.      /      Request  a  quote,  get  a  demo,  free  trial   Offers,  coupons,  contests        /      AZend  live  event,  webinar,  teleseminar  
  • 44. PCL   the   Lead  Nurture  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   3   Create  custom  campaigns  for  hot,  warm  and  cold  leads      /      Personaliza2on  is  key   Make  every  message  relevant,  useful  
  • 45. Did  you  know?   48%   1   2%   24%   2   3%   %  of  deals  that  close   12%   3   4%   %  of  calls  a   company  makes   6%   4   10%   10%   5   81%   It  takes  an  average  of  five  sales  calls  to  close  a  deal,     but  most  salespeople  give  up  aner  just  one  or  two  calls  
  • 46. PCL   the   Sales  Conversion  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   4   Automate  sales  stage  communica2ons      /      Proac2vely  handle  objec2ons   Provide  suppor2ng  evidence  
  • 47. PCL   the   Wowing  Customer  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa>sfy   Customers   Referrals   5   Welcome  customers  (make  it  personal  &  relevant)      /      Be  systema2c  about  quality  delivery   Measure  sa2sfac2on  and  take  ac2on  
  • 48. PCL   the   Upsell  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   6   Upsell  or  cross  sell  later  in  the  rela2onship   Offer  upsell  products  during  checkout  
  • 49. PCL   the   Referral  Strategies   AZract   Capture   Nurture   Convert   Deliver   Upsell   Get   Traffic   Leads   Prospects   Sales   &  Sa2sfy   Customers   Referrals   Ask  for  referrals  –  and  track  them      /      Partners,  customers,  networking   7   Tes2monials  and  social  promo2on  
  • 50. Map  your  PCL   WRITE  DOWN  YOUR  KEY   TACTICS  AND  WORKFLOW   ACROSS  THE  ENTIRE  LIFECYCLE   IDENTIFY  THE  KEY   PICK  THE  TOOLS  TO   DOWNLOAD  THE  TEMPLATE   HOLES  AND   ACCOMPLISH  YOUR   AND  WORKBOOK  AT:   OPPORTUNITIES  IN   GOALS   WWW.INFUSIONSOFT.COM/PCL   YOUR  FUNNEL   DON’T  GET  BOGGED  DOWN  WITH   TACTICS  THAT  DON’T  DRIVE  STRATEGY  
  • 51. Let  us  know  how  we  can  help   @GuitarLawyer   @Infusionson