10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM

© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential
10 Tips to Gain Customers Faster
Presented by Marketo and SugarCRM

Your Speakers
#marketo
Clint Oram
CTO
SugarCRM
@sugarclint
Mark Harnett
VP Marketing,
Complete Solar
Solution
@mharnett
Jon Miller
VP Marketing,
Marketo
@jonmiller

© 2013 Marketo, Inc. @jonmiller
Quick Housekeeping
• Chat box is available if you have any
questions
• There will be time for a Q&A at the end
• We will be recording the webinar for
future viewing
• All attendees will receive a copy of the
slides/recording
• Twitter hashtag: #marketo

ABUNDANCE
INFORMATION

Name
Awareness
Friend
Engaged
Target
Marketo’s Revenue Cycle
TOFU MOFU
Opportunity Customer
Lead
Sales
Lead
Nurturing
Database
BOFU

Top of the Funnel

Blog, e-books, research data,
funny videos, curated lists,
infographics, webinars
Thought leadership and
enjoyable content to build
brand and awareness
Tools that help buyers find
you when they are looking
for solutions
Company-specific
information to help evaluate
and reaffirm selection
Buying guides, RFP templates,
ROI calculators, definitive guides,
analyst reports
Pricing, demos, services
information, 3rd party reviews,
customer case studies
Early Stage
Middle Stage
Late Stage

What Generates Pipeline for Marketo?
Source: Marketo Revenue Cycle Analytics, June 2013
* Percentage of all programs in channel that achieve MT Ratio > 5
Nurture Email - CTA
Nurture Email
Paid Online (PPC+Email)
Nurture (New)
% Above
Min*
N/A
52%
100%
39%
79%
46%
100%
38%
N/A
N/A
N/A
29%
38%
52%7.6

Reach&Engagement
SocialLift
SocialLift
SocialLift
SocialLift
SocialLift
Landing
Pages
Website Facebook
Pages
Online Ads Email
SocialLift
Events
Making Every Campaign Social

Test & Tune With Social Funnel Metrics
JumpStart Tour Referral Results
• 13% of participants shared
• 45 qualified for sweepstakes
• 363 incremental registrations
• 16% increase in registrations

Middle of the Funnel

But who is ready?
You got them to the dance

Lead Nurturing Relevance
A
B
C
D
1 2
3
Stages
1. BUYING STAGES
• Early: Be a Better Marketer
• Mid: Why Marketing Automation
• Late: Why Marketo
• Customer: Success
2. BUYING PROFILES
• Marketing
• Sales
• Exec
Get The “Definitive Guide to Lead Nurturing”
http://marketo.com/DG2LN

Lead Scoring Defined
“Shared sales and marketing methodology for ranking
leads in order to determine their sales readiness”
Nurture Nurture DisqualifyPass to
Sales
Pass to
Sales
Fit Interest Buying Stage
@jonmiller

• Early stage content +3
• Attend webinar: +5
• Visit any webpage /
blog : +1
• Visit careers pages: -10
• Decay inactivity:
-1, -5, -10
• Pricing pages: +10
• Watch demos:
• +5 overview
• +10 detailed
• Mid-stage content +8
• Late-stage content +12
• Searches for branded
keyword “Marketo” +8
Get The “Definitive Guide to Lead Scoring”
http://marketo.com/DG2LS

One Way to Identify Marketing Qualified Leads
21+
Super-
Target
Lead Lead Lead
9-20 Target Lead Lead
2-8 Other Lead
<2
Engagement <20 20+ 45+ 90+
Buying Intent <6 6+ 13+ 19+
FitInterest
@jonmiller

Power of Automation

Revenue Analytics

Revenue Cycle Modeler
Screenshot: Marketo Revenue Cycle Analytics

Filter/Drill into
data, e.g. by
Program Type,
Business Unit,
Geography, etc.
Key topic areas:
• Balance (Reach)
• Flow
• Conversion
• Velocity Trends over time
Screenshot: Marketo Revenue Cycle Analytics

7%
19%
Wins
New
Opps
240
75%
Sales
Leads
Existing
Opps
320
820
$2,100/ea
10%
25%
3%
.75%
25%
10%
New
Targets
Existing
Active
Targets
Wins
Existing
Outbound
Opps
New
Outbound
Opps
20,000
140,000
380
90
105
60
80%+ sales
leads from
database
$33/ea
Metrics to Justify Budget + Forecast
Con-
tacted
from
New
from
DB
600
1,050
Inbound/
Programs
40,000 /
month
(900K DB
Total)
10%
inactive
/ month
New
Names
Marketo metrics: your stage definitions may vary

Creating Customers
Converting leads into closed won opportunities

Your Sales Pipeline

1. Prospecting
2. Qualification
3. Needs Analysis
4. Value Proposition
5. Id. Decision
Makers
6. Perception Analysis
7. Proposal
8. Negotiation
9. Closed Won
Opportunity Mgmt – 9 Steps to Close

Your Opportunity to Create a Customer

Your Opportunity to Create a Customer
Opportunity
Stages

A Sales Process That Guides You

A Sales Process That Guides You
Your Process
Here

Manage Your Pipeline

Manage Your Pipeline
Forecast
Commit
Opportunities
In Process

Best Practice – Lead Qualification
• Rapid, Personal, Relevant
• 60 Minute Callback
• “Live” Response Works Best
• Know Your Prospect
• Target 50% Conversion

Best Practice – Calls, Calls, Calls
• Keep in Frequent Contact
• Set Daily Call Objectives
• Measure Close Rates
• Leverage all Channels

Best Practice – Consistency is Key
• Build A Team of All-Stars
• Clearly Define Sales Stages
• Engrain Your Sales Methodology
• Keep Your Pipeline Clean

Business Card
SugarCRM – Fall 2013 Update
Intelligence Panel
Activity Stream

• Develop custom
residential solar solutions
• Based in Foster City, CA,
with 50 employees
• Profitable and greater
than 100% annual growth
• Message: “If your electric
bill is over $125, you can
lower it next month with
no money out of pocket”
Complete Solar Solution

Lead Flow
Lead Generated
SugarMarketo Five9
Nurture Emails Outbound Calls
Appointment
Set
Reminder Email
Reminder Text
Reminder Call

• 10,000 dormant leads
• Email interesting content to entire base
– “Solar panels increase the value of your home”
– “Top 5 myths about home solar panels”
• Repurpose the batch emails as nurture streams
Lead Nurturing
It works! $450,000
incremental deals closed so far!

• 3,000 late stage leads who had not converted
• Transactional text message about new lower
rates
• Majority of responses within minutes
• Very high response rates: 320/3400 sent: 9%
Text Messaging via Twilio
It works too! $150,000
incremental deals closed so far!

• Lead scoring used to prioritize outbound calls
• New leads get a high score: +50
• Scoring prioritizes which older leads get called.
– Interact with a web page: +5
– Click an email: +10
– When score is greater than 20, call it.
• Disconnects and Do Not Call : 90% reduction
Lead Scoring

• Using Sugar as the hub to connect to Marketo,
Twilio and Five9 has enabled us nurture and
bring back to life $500,000 of business that we
would never have touched
Conclusion

10 Tips to Gain Customers Faster plus Q&A
1. The way buyers buy has changed forever – the way we market and
sell must change as well
2. Publish / own content to help leads find you
3. Most leads are not “sales ready” – nurture relationships over time
4. The right leads come from Fit + Interest + Buying Intent
5. Lead qualification must be rapid, personal and relevant
6. Engage frequently with your prospects
7. Build a team of all-stars through consistent process
8. Don’t let the perfect be the enemy of the good. Just get started.
9. Use selective text messages as part of your arsenal
10. Lead scores can help prioritize other channels, such as telemarketing
*Special offer for Sugar CRM customers – contact Marketo!
@jonmiller
@sugarclint
@mharnett
#marketo

10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM

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10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM