Webinar - case studies in integrating marketing automation technology and processes into Microsoft Dynamics CRM.

1. Marketing Automation & Microsoft
CRM Integration
Online Workshop
February 16, 2012
Case Studies in B2B
Marketing Excellence

2. About SalesFUSION
 Enterprise marketing automation platform
 Microsoft ISV Partner since February, 2009
 130+ Live integrations with MS CRM
 Support 4.0 & 2011
 Focus on advance nurture marketing & lead to sales process
 Powerful solution with all of the features b2b marketers need
 Deep integration to Dynamics CRM (4.0 & 2011)

3. Today’s Session
 B2B Marketing in 2012
 The importance of integrating Marketing & Sales
 Challenges you will face in marketing to sales integration
 Opportunities for performance improvement
 Case studies
 LexJet – Pete Petersen, CIO
 Baxa – Jason Schleweis– Interactive Marketing Manager
 Managed Maintenance – Patricia McLoughlin, Marketing Manager
 Lessons learned
110% client focused
Dedicated client services
Unlimited training

4. B2B Marketing trends that are here to stay
• Marketers must master multi-dimensional channels
• B2B marketing is driven by content (web, social, webinar, email)
• Integration of marketing/sales processes
• Adopt integrated social media strategy
• Adopt integrated nurture strategies that tie in sales to the process
• Lead scoring is rapidly becoming a foundational technology…not a
nice to have
• Sales and marketing alignment is a broken process that must be fixed
by technology and process improvement

5. How the web has changed how we market
• Center of your marketing universe – 90%+ of buyers are evaluating
vendors on the web before they speak to the vendor
• All channels lead to it
• Social
• PPC
• Online ads
• Email
• SEO
• All prospective buyers end up on it at some point
• We often have little or no insight into the visitors to our website and
how to use this information in sales.

6. Some of the biggest challenges you will face as a b2b
marketer in 2012 and beyond
• Developing multi-dimensional content
• Mastering how, when and where to use this content
• Understanding the role of content in lead generation
• Mastering how content drives nurture marketing
• Mastering how to use content on the web
• Interpreting and using the massive amounts of new data
• Aligning marketing and sales goals, technology and
process….

7. Importance of integrating marketing & sales technolgy
 The web has reduced sales cycle times
 Prospects are talking to you before sales knows it
 Competitive nature has changed and increased
 Companies that integrate marketing to sales perform
better from a revenue standpoint

8. Lack of funnel visibility
No ability to Consistently
make data make data
Please rate your ability to make data driven decisions on driven driven
LEADS the following areas: decisions 3
1 2 4 5 6 decisions
7 8
9 10
Unknown Demand Measure campaign ROI on
for Products and prospecting campaigns EE TP
3.5 5.6
MARKETING Services
QUALIFIED Targeting new prospects or
LEADS EE TP
Known Demand for markets 2.5 6.1
Products and
SALES Services Personalize messaging to
EE TP
ACCEPTED marketing identified leads 5.3 8.0
LEADS
SALES Forecast sales cycle-time EE TP
QUALIFIED 7.2 9.4
Sales Opportunities
LEADS
Forecast sales close ratio EE TP
7.4 9.6
CLOSED / WON
Measure Customer Lifetime
EE TP
Customers Value 2.3 6.0
Personalize cross-selling and
up-selling campaigns EE TP
4.4 7.8
Top Performers
Gleanster – Report on benefits of integrated marketing and TP EE Everyone Else
CRM solutions

9. What kind of information are top-performing
companies integrating?
73%
Website Page Visits 56%
67%
Email Click-Throughs 33%
63%
Email Campaign History 32%
58%
Content Downloads 25%
56%
Landing Page Visits 34%
49%
Data Augmentation 22%
43%
Landing Page Click Throughs 12%
34%
Webinar Attendance 4%
28%
Event Attendance 5%
0% 20% 40% 60% 80%
Top Performers Everyone Else

10. Where are the integration points for top
performers?
Web Analytics
 Tracking Code in Marketing Automation
 Google Analytics
 Both
Email Marketing
 4 out of 5 Use Pre-Built Integration
Marketing Automation
 100% Use Pre-Built Integration

11. The importance of a lead alerting process
6 out of 10 Top Performing Organizations configure
Real-Time Sales Alerts for Sales Reps
By Region
By Account
By Page Visit
Treat Your Reps like Your Marketing Prospects
 Relevant, Timely Information is Key

12. How do we use the data in a practical way for b2b?
Contact/Account level alerts
• Controlled by lead scoring
• Managed by lead assignment
rules (from CRM?)
• Leads on a silver platter for sales
• Beware of overkill – throttle the
alerts accordingly

13. 4 Key technologies needed to make you a top performing
company
• Website visitor tracking
• Nurture marketing
• Lead scoring
• Lead routing

14. Real-world case studies of b2b marketing integration to
Dynamics CRM
Common themes you will hear….
 Integrating sales was a priority
 Visibility to ALL marketing
information in CRM
 Collaboration amongst marketing
and sales
 Agree on the process
 Track results though to
opportunities

15. Case Studies in b2b marketing to
crm integration
Pete Petersen, CIO: Delivering results for LexJet Corporation since 2003
Pete is the Chief Information Officer for LexJet Corporation, a leader in the
wide-format inkjet printing industry. As a member of LexJet’s leadership
team, Pete is primarily responsible for aligning technology with LexJet’s
overall business objectives.
Pete oversees a seamless sales and distribution system that provides
LexJet account specialists with a paperless customer management, order
fulfillment and invoicing system. Pete’s responsibilities include both short-
term and long-term sales, marketing and overall business strategy as well
as the execution of digital marketing efforts, e-Commerce conversion and
lead generation.

16. Case Studies in b2b marketing to
crm integration
About LexJet
LexJet markets and sells professional-grade, wide-format inkjet printing
equipment and supplies that have helped more than 20,000 small
printing, imaging, and sign businesses adapt to changing markets and
develop new sources of revenues.
Issues LexJet was facing
 No visibility of marketing campaign data in CRM
 Limited in the amount and type of campaigns they could run
 Supporting over 50 inside sales reps
 Could not provide meaningful marketing insight to sales at the right
time

17. Case Studies in b2b marketing to
crm integration
LexJet selected SalesFUSION 360 and its deep integration to Dynamics
CRM to support their marketing & demand generation initiatives.
LexJet leverages the powerful and inherent nurture marketing capabilities
to deliver campaigns more efficiently and effectively.
Support a 4500-location account with national and local campaigns driven
through the SalesFUSION marketing platform.
Have real-time lead intelligence delivered to the desktop of every
salesperson on their team which helps focus their time and selling energy
on near-term, high-value prospects.

18. Discovering new opportunities
Identifying new opportunities with CRM integration
 Discovered 750 new people in database interested in a new solution
 Allow sales to identify new sales prospects more quickly
 Creates forms in a matter of minutes to capture lead info and get it
into CRM
 Lead intelligence is delivered to the desktop of the sales team
 Use scoring profiles to identify the “hottest” leads first
 Follow up more quickly on leads
 Build the pipeline faster

19. Benefits of Integrated MA software
And CRM
How we use the MA software to its fullest extent
 Reduced costs of campaign production
 Deliver vital and timely lead intelligence to sales
 Build pipeline faster
 Reduce time to roll out campaigns from days/weeks to hours/minutes
 Increased lead conversion due to web tracking solution (web
forensics)

20. Case Study in Marketing & Sales
Integration
Jason Schleweis – Interactive Marketing Manager
Jason is responsible for all electronic marketing initiatives at Baxa
Corporation, including the management of their social media, webinar
series, lead management, email deployment, Sales Portal and Apple
iPad use throughout the Sales and Marketing organizations.
Jason is certified in social media through the Online Marketing
Institute, is a certified project manager through PMLG, and acts as
current web master for the Business Marketing Association, Colorado
Chapter. He has a bachelor’s degree in Business Administration and
Marketing from Central Michigan University.

21. Case Study
Baxa Corporation was founded in 1975 with a mission to develop
innovative products of superior quality for hospital pharmacies
nationwide. More than 30 years later, the Baxa name is synonymous
with practical fluid-delivery solutions for both the pharmacy and nursing
environments.
Issues Baxa Was Facing
 Multiple point solutions for marketing
 Marketing data residing in multiple repositories
 Impossible to get a clear picture of all marketing channels
 No integration of marketing information to CRM

22. Case Studies in b2b marketing to
CRM integration – Marketing & Sales
Collaborating for success!
To address the issues, Baxa integrated SalesFUSION 360 with
Microsoft Dynamics CRM 4.0.
After Implementing SalesFUSION for Dynamics CRM
 Leveraging true marketing automation capabilities
 Integrated campaigns and visibility across all channels
 Sales is alerted to prospect activity in near real-time
 Sales has vital information about marketing response data inside
CRM
 Marketing and sales are collaborating at a much higher level

23. Benefits of integrating Marketing &
Sales in CRM
Marketing & Sales Collaboration - Why was this important?
 Fixing Sales & Marketing misalignment
 Re-building trust between marketing and sales
 Give sales the information they need when they need it most
 Marketing & Sales work as an collaborative team
Question for Jason – “What advice would you give to a marketing
manager in getting buy in from sales on implementing an integrated
lead management program like the one you’ve installed?”

24. Tangible Results
Visibility equates to results – in both sales and marketing
 6% increase in qualified leads form last trade show – How did
marketing automation help?
 52% more samples requested/fulfilled from 2011 (using SalesFUSION)
over 2010 (without SalesFUSION) – How did marketing automation
help?
 Elimination of low performing campaigns
 Improved relationship with marketing and sales.

25. CRM Integration & Nurture
Marketing Campaigns
Using a non-integrated marketing automation solution
 Higher expense of using a system that doesn’t speak to CRM
 Lack of visibility of campaigns
 Difficult to automate campaigns based on CRM data
 Difficulty in setting up automated campaigns
 Sales and Marketing not on the same page
 Labor intensive campaign execution

26. CRM Integration & Nurture
Marketing Campaigns
Automated a lead to sales process
 SalesFUSION = fully automated nurture campaigns that speak to
CRM
 Set it and forget it technology – “Can you explain how you use
campaign automation?”
 100% visibility into the flow of leads from marketing to sales
 Sales has ability to send HTML template emails from within CRM
 Sales has visibility into all marketing response behavior at the
lead/contact entities in CRM

27. CRM Integration & Nurture
Marketing Campaigns
Benefits of automating lead to sales processes
 Improved lead conversion – because sales has better information
about the lead history
 More leads with equal or less spend – campaign automation allows
you to do more with less
 Lead reaction time reduced – using sales lead alerts the time to
follow up is shorter and more impactful
 Eliminating marketing waste – visibility into low-performing
campaigns helps re-allocate marketing dollars.

28. CRM Integration & Nurture
Marketing Campaigns
Advice for integrating a lead to sales process
 Get sales involved in the process early
 Make sure sales understands where to find data in CRM
 Make sure there is a plan for lead follow up

29. What does this look like in CRM?
 Real-time view into web activity native in CRM
 Web activity is displayed at the lead/contact/account levels to all users
 Information can be drilled down to the individual level
 Page views and TOS(Time on Site)

30. What does this look like in CRM?
 Marketing intelligence dashboard
 Displays all marketing interactions from the lead/contact level
 Web browsing, email, forms, scoring summaries….etc.

31. What does SalesFUSION Offer?
• Email Marketing
• Dashboards • Nurture Marketing
• Linked to CRM • Social Media
oppt. • Online/Offline
• Real-time Marketing
analytics
• Campaign Generate
spend analysis Leads
Revenue Capture
Analysis Leads
• Landing Pages
• Web visitor
tracking
• Feedback loop Track Sales
Route Leads • Lead Scoring
from CRM to
Opportunities • Lead Routing
FUSION CRM
• Real time alerts

32. Thank you!
 Q&A
 Visit our online resource center
 PDF Materials & Video will be available
 White paper – Gleanster Report on Integrated CRM
 Visit our online resource center
Integrated Marketing Automation for…
 Focused 100% on integrating Marketing and CRM
 Clients are raving fans of hands-on service
 Most aggressive pricing in market
 30-day Live Trial
 Pre-integrated to more CRM systems than any other vendors in our space