If your leadership and sales teams are constantly at each other’s throats over census or occupancy development, it might be time to consider a solution to help automate lead qualification, take the tedium out of lead nurturing and improve reporting. This session is designed to help you align your smarketing (sales & marketing) process by using internet marketing effectively to reach your census goals.

1. Patty Cisco
MBA, Principal

2. • Gain Insight Into The 6 Smarketing Alignment Keys Imperative
For Effective On-line Lead Generation
• Discover The Hidden Benefits Of Sales & Marketing Alignment
• Explore The Essential Tools Of Smarketing Automation To Keep
Your Pipeline Full
FOCUS

3. Why Is Aligning
Marketing & Sales
So Important Today?

4. Smar-ket-ing (noun): Strategic alignment between sales and marketing
teams for the ultimate impact and growth of an organization
“You aren’t
generating enough
quality leads!”“You aren’t working
my leads hard
enough!”
MARKETING TEAM:
SALES TEAM:

5. MARKETING TEAM

6. SALES TEAM

7. The New Marketing & Sales Funnel

8. MEET YOUR 2015 CUSTOMER
• 60% of the buyer’s journey is complete before sales
gets the chance to form a relationship
• Currently 89% of consumers do an online search
before buying a product or service.
• 63% of all females and 73% of all males can’t go an
hour without checking their phone.

9. WHAT DO THEY WANT?

10.  45% of seniors use Facebook (alfa.org/news)
 41% of patients said social media would affect their choice of a
specific hospital, medical facility or doctor
(2012 Google Compete Hospital Study)
 59% of caregivers with internet access use online resources to
help them provide care and support for a family member
(Pew Research 2013)
 52% of caregivers said online resources have helped them cope
with the stress of being a caregiver (Pew Research 2013)
FACTS

11.  Brand name means almost nothing to consumers; it is rare
for them to search by a community name (Caring.com)
21% start their search via a directory or comparison
site (Caring.com)
 23% visited the website of a senior living community (Caring.com)
 29% went to the websites that came up in the search at the top
of the list (Caring.com)
FACTS

12. 90% of surveyed respondents who recalled reading online reviews
claimed that positive online reviews influenced buying decisions,
while 86% said buying decisions were influenced by negative
online reviews - Dimensional Research
An action exerted by a person or thing with such power on another
to cause change - wiktionary.org
Marketers who have prioritized blogging are 13x more likely to
enjoy positive ROI - 2014 State of Inbound Marketing
INFLUENCE

13. • Grow 5.4 points faster
than their less-aligned
counterparts when
compared with
businesses in the
same industry
• Close 38% more
proposals than
non-aligned
businesses
• Lose 36% fewer
customers to
competitors
Businesses that have the highest alignment with sales and marketing:
Source: MathMarketing

14. 1
Increase Brand Awareness
Grow Website Traffic
Generate Leads
Retain Existing Customers
Expand Sales
Recruiting Employees
GOALS

15. 2 STRATEGY
6 Keys to Aligning Smarketing for Revenue Growth

16. 90% of consumers do an online search before buying a product or service.
Not Understanding How the Customer Buys Online

17. PERSONAS
3

18. SERVICE LEVEL AGREEMENT
4

19. LEAD QUALIFICATION, SCORING & NURTURING
5
• Nurtured leads produce, on average, a 20% increase in
sales opportunities versus non-nurtured leads.
-DemandGen Report
• Companies that excel at lead nurturing generate 50%
more sales-ready leads at 33% lower cost.
-Forrester Research

21. 6 MONITOR & MEASURE

22. What is Marketing &
Sales Automation?

23. What is Inbound Marketing?

24. BENEFITS

25. • When companies use marketing automation software, they convert 53%
more leads into marketing qualified leads, and report revenue growth on
average 3.1% greater than companies which haven't implemented a
marketing automation platform yet.
• 63% of companies that are growing faster than their competitors use
marketing automation.
• Prevents leads from slipping through the cracks and getting picked up by
competitors.
• Shortens the sales cycle.
• Increases productivity; because sales has more and higher qualified leads,
they can spend more time with leads that matter; and less time with cold
prospecting.
• 78% of successful marketers state that marketing automation is most
responsible for increasing revenue contribution.
• Marketers who implement marketing automation software see their
contribution to the sales pipeline increase by an average of 10%.
Benefits of
Aligning
Marketing
& Sales

26. • Taking repetitive tasks out of marketers hands,
so they can work on other projects (36%)
• Better targeting their prospects and
existing customers (30%)
• Improving customer experience (10%)
• Better email marketing (9%)
• Reduction of human error (8%)
• Lead management (4%)
• Multichannel marketing (3%)
Redeye and TFM&A Insights
Benefits

27. Inbound
Outbound
What is the cost?
Inbound Marketing costs 62%
less per lead than traditional
marketing.
Traditional Marketing
Average cost/lead: $373

28. What are the results?
B2B
B2C
Nonprofit

29. • Integrates the marketing & sales functions together
• Provides easy mobile access for sales reps
• Allows sales reps to focus on closing, and automated marketing to
focus on nurturing
• Provides clear, easy-to-follow dashboards for reporting
• Allows you to deliver the right content, at the right time in the right
channel to your customers and prospects
• Companies that utilize a CRM system can increase sales by 29%
A Marketing
& Sales
Platform

30. • Does it seamlessly integrate with your existing CRM?
• How easy is it to create assets for my marketing programs and
make changes to them (emails, landing pages, etc.)? Do I need
to know HTML or CSS? What about for mobile optimization?
• Does it include a CRM? Or will I have to look at an
integration process with the CRM I have?
• How easy is it to measure the effectiveness of your
marketing -- and quickly act on it?
• When you have issues, how easy is it for anyone on your
team to get support?
Choosing
Marketing
Platforms

31. SEO
Analyst
Social Media
Strategist
Email
Marketing
Content
Creator
Editor
Sales &
Marketing
Strategist
Web
Designer
Graphic
Designer
Platform
Manager
Publisher
Expertise

32. TAKE THE NEXT STEP?