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Sales Acceleration with Marketing Automation

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Sales Acceleration with Marketing Automation

  1. 1. Sales Accelera.on with Marke.ng Automa.on Jen Stretch jen@homestretchmktg.com @HomeStretchMKTG
  2. 2. Your Company’s Central Nervous System CRM Image Source
  3. 3. CRM + MarkeCng AutomaCon? 3 CRM • Email MarkeCng • Landing Pages • Lead Scoring • Buying Personas • Dynamic Content • Website Tracking • Social Media • AnalyCcs & ROI • + More!
  4. 4. Why MarkeCng AutomaCon? Today’s modern consumer is 2/3 through their research before they’re even willing to talk to you. Image Source
  5. 5. Research PaWerns
  6. 6. The TradiConal Sales Funnel Sales Responsibility MarkeCng Responsibility
  7. 7. The Leaky Funnel $
  8. 8. The New Sales & MarkeCng Funnel Sales Responsibility MarkeCng Responsibility
  9. 9. Big Brother is Watching A JavaScript snippet is placed on each page of your website and automaCcally tracks and scores how users interact with your website, content, and media. <script type='text/javascript'> /* <![CDATA[ */ var tocplus = {"visibility_show":"show","visibility_hide":"hide","width":"100%"}; /* ]]> */ </ script><script type='text/javascript' src='hWp://www.pardot.com/wp-­‐content/plugins/ table-­‐of-­‐contents-­‐plus/front.js?ver=1308'></script><script> jQuery(document).ready(funcCon() { var currentItem = 0; var numberOfItems = jQuery('.tabbable .home .whaCs .nav.nav-­‐tabs li').length; var infiniteLoop = setInterval(funcCon(){ if ( currentItem == 0 ) { currentItem = 2; } else if ( currentItem == 2 ) { currentItem = 1; } else { currentItem = 0;; } jQuery('.tabbable .resources .nav-­‐ tabs > li a').eq(currentItem).tab('show'); }, 5000); jQuery('.tabbable .resources .nav-­‐ tabs > li a').hover( funcCon(){ clearInterval(infiniteLoop); } ); var maxHeight = -­‐1; jQuery('.tab-­‐pane').each(funcCon() { maxHeight = maxHeight > jQuery(this).height() ? maxHeight : jQuery(this).height(); }); jQuery('.tab-­‐pane').each(funcCon() { jQuery(this).height(maxHeight); }); }); </script>
  10. 10. Understanding Digital Body Language Behavioral Informa.on Demographic Informa.on Product Usage Visited web pages Company locaCon Product line Played videos Company size Data usage Downloaded material Job Ctle # of licenses Webinar registraCon Company revenue # of products sold Requested demo Industry Time since last use
  11. 11. Scoring Threshold Lead Score 0-­‐30 31-­‐69 70-­‐100 Lead Status New Lead Contacted MQL SAL Working SQL Qualified Unqualified Ownership MarkeCng Inside Sales Sales Rep
  12. 12. Send Relevant Content to the Right Person Image Source
  13. 13. Create Dynamic Content Image Source
  14. 14. Nurturing with CondiConal Logic
  15. 15. CRM Transparency
  16. 16. Lifecycle & MarkeCng ROI ReporCng
  17. 17. MarkeCng & Sales Alignment Image Source
  18. 18. NOT: A Magic Switch
  19. 19. NOT: An Easy BuWon
  20. 20. NOT: Batch & Blaster Image Source
  21. 21. The Players CRM: • Salesforce (costs starCng at $25/user/month – FREE trial!) • Zoho (free ediCon, paid accounts starCng at $12/user/month) • MS Dynamics (starCng at $65/user/month) • Oracle (starCng at $100/user/month) Marke.ng Automa.on PlaEorms: • Marketo (starCng at $895/month) • Pardot (starCng at $1000/month) • Eloqua (starCng at $2000/month) Combined CRM & Marke.ng Automa.on PlaEorms: • Infusionso~ (starCng at $299/month) • Hubspot (starCng at $800/month) NOTE: these are base prices that are subject to change.
  22. 22. Don’t Boil the Ocean Image Source
  23. 23. Workshop: Scoring Threshold Lead Score 0-­‐30 31-­‐69 70-­‐100 Ownership MarkeCng Inside Sales Sales Rep
  24. 24. Workshop: Lead Scoring AMribute Value Score Notes Visited Web Page Demo Page +15 Has form Pricing Page +10 Company Page +5 AMribute Value Score Notes Job Title CEO, CFO, CxO +15 Use contains VP, President +10 Manager, Coordinator +5 Exact Match
  25. 25. Workshop: Lead Stages New MarkeCng Qualified Nurturing Sales Accepted Qualified Won
  26. 26. Workshop: List SegmentaCons • CompeGtors • Prospects (not a paying client) • Clients by product/service
  27. 27. Workshop: Lead Nurturing Campaigns • Users in a free trial • Users with a lead score less than 50 • InacGve prospects (no recent acGvity)
  28. 28. Contact HomeStretch MarkeCng for Salesforce, Marketo and Pardot consulCng, implementaCon and training services. 866-­‐330-­‐8263 homestretchmktg.com Presented at the BMA Connect2EducaCon B2B MarkeCng Workshop on November 20, 2014 by Jen Stretch.

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