Act-on Presentation for Chicago AMA CRM Event

The Value of Marketing Automation in
the Marketing to Sales Continuum

Atri Chatterjee
CMO, Act-On Software

www.act-on.com | @ActOnSoftware

Agenda

• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions


The Usual Conundrum

Sales wants all
“leads” fast Marketing hits the “more”
button

Sales doesn’t follow up Marketing: “Why no
followup?”

Sales: The “leads” are
no good Marketing:

Wasted effort, poor
performance, bitterness,
Reference: Sirius Decisions despair
www.act-on.com | @ActOnSoftware 3

What Typically Happens

Inquiry
Inquiry Inquiries
No nurture/ Inbound Outbound
qualification 80%
Marketing Qualification
Marketing and Tele Qualification Leads
Marketing Qualified
Automation Qualified Leads (AQLs)
Sales accepts
100% Teleprospecting Accepted Leads (TALs)
everything/nothing
Teleprospecting Teleprospecting
Sales Acceptance
Qualified Leads (TQLs) Generated Leads (TGLs)

Inefficient use of
sales resources 3% - ?? Sales Qualification
Sales Generated Sales Accepted
Sales Qualified Leads
Sales Qualification
Leads (SGLs) Leads (SALs)

Poor pipeline Sales Qualified Leads (SQLs)
dynamics 10% - ?? Close
SQL Close inquiries to
417
close 1 deal
Won Business

Reference: Sirius Decisions

Change the Process & the Results

Marketing Responsibility
Sales Responsibility

Campaigns, Content, Programs, SLAs,
Measurement & Results

Acquisition Programs

• Build Database
• Permission-based list acquisition
• Data capture

• Attract Attention
• Tell the story
• Links, videos, and images

• Content Strategies
• Blog, website, social media
• Right target receiving relevant and engaging content
Key : Gather prospect information where ever possible

Develop & Deploy Great Content

• Develop
• Partner & co-sponsor with Industry Thought Leaders
• Capture Emergent Trends/Topics
• Repurpose Content
• Deploy
• Promote in multiple channels
• Website, social media, email
• Insist on a all to action

Create a hub of compelling and contemporary content – reuse as appropriate

Nurture Before You Sell
• Coordinated Campaigns
• Editorial Calendar – compelling content and events
• Share your story – easy to embrace and understand
• Sales and Marketing – same coordinated story
• Scoring
• Segmentation and nurturing based on actions
• Who gets what based on what they have done
• Feedback
• “Know” how they are finding you
• Constant iteration to keep content fresh
• Take advantage of repurposing content

Organizations that nurture leads see lead generation ROI of 138% versus
78% for those that don’t
Source: Marketing Sherpa

Deliberate Approach to Scoring?

Email Marketing Web Visits Webinars
• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees
• More points for specific • Which pages did they visit: • Who visited registration page but
messages Contact Us and/or Pricing vs didn’t submit
• Do not assign score for: Support?
• “Email sent” – no action taken • How often do they visit the site?
on their part • Where did they come from?
• “Opens” • Download whitepaper or other
media?

Forms Pay-Per-Click Physical Activities
• Submitted /viewed form • Which keywords perform the • Attended a trade show / physical
• How did they respond to the best? event?
questions? • What is my cost per click? • Which mailing lists performed
• Is the data they provided valid? • Where did they come from? the best?
• Do they fit your target audience? • Which print advertising generates
leads?

www.act-on.com | @ActOnSoftware #AOWEB

Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.

Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System 3 Sales Engineer -4
Administrator

Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2

Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5

Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5

Setting Up Scoring


Best Practices for the Funnel
Customer Retention

• Customer Focused
• Clear and concise messaging
• “Call To Action” at every touch
• Right Analytics and Metrics
• Track activity
• Reach out based on certain criteria
• Refine, adjust, and update
• Website Presence
• Track visitors – correlate to campaigns
• Unique URLs – email, social, landing pages
• Webinars – useful content that augments marketing efforts


The Art of the Handoff

• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)

Using Scores to Prioritize Leads


CRM Integration – Hot Leads to Sales


Ensuring Success
• Focus
• Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
• Adjust based on performance metrics, data and feedback
• Enforce
• Those bound by SLAs must be held responsible
• Visibility into key performance metrics for each function
• Agreement between leaders on how to manage
• Own
• Marketing and sales operations usually own maintenance
• Marketing and sales leaders sign and communicate contents

Automation helps track & measure performance

Start by Keeping it Simple…

Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
• Accept/reject/disqualify/promote timeframes
Telesales • Disqualify reasons (adherence and lead quality)
• Accept/reject/disqualify/promote timeframes
Sales • Disqualify reasons (adherence)

Truly successful decision making relies on a balance between
deliberate and instinctive thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005


From Leads to Revenue… Close the Loop
• Complete campaign
New Leads 
reports to measure
leads & opportunities

Leads Converted • Detailed reports
to Opportunities  groups campaign by
campaign type

• Integrate Opportunity
Opportunities
to Revenue  and Closed data from
SFA

Campaign Performance
by Campaign Type 


Agenda

• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up and Questions


Marketing Automation for the Customer Lifecycle
STAGES

LEADS LEADS OPPORTUNITIES CUSTOMERS
NAMES MQL SQL
ACTIVITIES

ACQUISITION NURTURING MARKETING TO CUSTOMER
PROGRAMS PROGRAMS SALES HANDOFF RETENTION
CAMPAIGNS
Social
Webinars
Whitepapers
SYSTEMS

CRM
Salesforce Automation
Support


About Act-On

• Our Company
• Founded in 2008 by founders of Responsys and Webex
• 140+ employees today in Oregon & California
• Our Technology
• Designed from the ground up for small marketing teams
• Simple, powerful and easy to integrate
• 3rd generation SaaS platform built to scale
• Our Customers
• 1,400+ and growing across all major vertical industries
• From Progressive Insurance and Cisco to many companies
you probably don’t recognize


Questions…

• Contact me: atri@act-on.com
• Call: 1 (877) 530-1555 or email us: info@act-on.com
• Twitter: @actonsoftware


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