The document is a presentation about marketing automation best practices. It introduces the presenters and provides an overview of challenges modern sales teams face like long sales cycles and deals lost. It then outlines a 5 step blueprint for success with marketing automation: 1) Build a solid sales infrastructure, 2) Know your targets and build a good contact list, 3) Understand lead scoring, 4) Implement content marketing, and 5) Follow up with phone calls instead of just waiting. Each step is then explained in more detail with examples and recommendations.

1. The Marketing Automation
Blueprint for Success
Presented by Act-On Software & Invigra

2. Your Hosts For Today’s Presentation
Mr. Jeffrey Linton Mr. Stacy Gentile
Product Marketing Manager President
Act-On Software Invigra
@jeffreylinton @StacyGentile
Jeff.linton@Act-On.com stacy@invigrasales.com
The Marketing Automation Blueprint For Success

3. Are you in the right place?
The Marketing Automation Blueprint For Success

4. If Sales = Your #1 Challenge
We want to demonstrate how marketing automation will help
The Marketing Automation Blueprint For Success

5. Welcome to the new world of sales
• Sales cycles are getting longer
• Fewer sales people making quota
• More and more deals are going MIA
• Budgets are shrinking
• It’s harder to get a hold of people
• Buyers have more choices and leverage them
• Buyers get you involved much later in the process

6. Too Much Non-Sales Time
<20%
Of a single-threaded sales
person’s time is actually spent
on prospecting for new business.
SALESHORSEPOWER | www.invigraleads.com | tel. 414-573-5443 | info@invigrasales.com
The Marketing Automation Blueprint For Success

7. Inside Sales Teams Have Problems
• 40% of IST Reps are under quota
• 7 / months is Avg. Sales Cycle
• 1/3 of average deals are lost + another ¼ with no decision
• Only 28% of Orgs have a blended approach
• Only 24% of companies use a Marketing Automation Platform
• Only 22% of companies conduct lead nurturing
• Avg. size of IST is 8 people (86% of orgs <$10M have less than 10 Reps)
• 1 Lead Generation person for every 4.3 sales people
• 3 month ramp up time per sales person
• Avg. Inside Lead Generation person generates 19 appts / mo. (quota)
• 7 of those leads are Sales Accepted (quota)
• 74% of Lead Generation Reps achieve quota
• IST Reps avg. 56 Dials / day | 81 with a dialer technology
• IST Reps avg. 9 conversations / day
• IST Reps avg. 16% dial to conversation ratio
• Avg. IST Rep gives up after 5.6 attempts
(Gleanster Survey 2012 & The Bridge Group Metrics Report 2012)
The Marketing Automation Blueprint For Success

8. Too Many Sales People Are
Stumbling Around In The Dark
Ouch Umph Ouch
HEY Watch Out
Crunch yikes
Bang Ouch uugggg!
The Marketing Automation Blueprint For Success

9. 5 Keys to a Successful Marketing
Automation Blueprint
1. Build a Solid Sales Infrastructure
2. Know Your Targets & Have a Good List
3. Understand Lead Scoring
4. Content Marketing
5. Don’t Sit Around & Wait
(pick up the phone)
The Marketing Automation Blueprint For Success

10. 1. Build a Solid Sales Infrastructure
Target Lists
Web Sales
Conference Intelligence
CRM
Marketing
Social
Automation
Media
Content
(Light & Heavy)
The Marketing Automation Blueprint For Success

11. 2. Know Your Targets & Have a Good List
• Know your market
• A bad list screws up everything downstream
• The average CRM database has 30-60% bad records
• All purchased lists have problems (17-30%) and are
going to need significant initial scrubbing
• The only good list is the one you spent 5 years cleaning
• Everyone needs a bucket (Dispositions in CRM)
• Bonus Thought: Bounces are opportunities
• Collect, Collect, Collect all the data you can
The Marketing Automation Blueprint For Success

12. 3. Understanding Lead Scoring
1. Demographic (profile)
– Industry
– Position / Job Title
– Revenue
– Geography
2. Digital Behaviors (activity)
– Opens
– Clicks
– Webpage Visits
– Downloads
– Webinars
3. Qualification Questions (human 2 human)
The Marketing Automation Blueprint For Success

13. Lead Scoring in Detail
Ideal Prospect…
define yours?
-Top Level
-Mid Level
-Lower Level
The Marketing Automation Blueprint For Success

14. Lead Scoring Helps Focus
Salespeople’s Time
Prospect 1 Prospect 2
Demographic Score = 20 Demographic Score = 100
Digital footprint Size = 20
Qualifying Questions = 20
vs. Digital footprint Size = 240
Qualifying Questions = 500
60 840
The Marketing Automation Blueprint For Success

15. 4. Content Marketing
CM Calendar
The Marketing Automation Blueprint For Success

16. 5. Don’t Sit Around And Wait (Pickup The Phone)
• Blended strategies work the best (in & out)
• Develop a threshold (One click isn’t qualified)
• Develop a sales cadence
• Nurture - Measure - Nurture
• Forget selling, think service, think education
• No scripts, no sales language, Only Fit & Truth
The Marketing Automation Blueprint For Success

17. The Marketing Automation Blueprint For Success

18. Click to Download your Blueprint
The Marketing Automation Blueprint For Success