Aligning Marketing and Sales Goals with Customer Data
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The document describes a customer success story of Slimband, a weight loss company. Slimband initially had opposing marketing and sales goals and weak leads that did not convert well. By analyzing customer data across multiple platforms using Marketo, they identified that their best customers were obese females aged 35-55 who purchased after an in-person consultation. Marketo helped Slimband integrate this customer data and align their marketing and sales teams to prioritize their best customers, generating more leads and increasing revenue. They learned to focus campaigns on generating the most business rather than most leads.
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Aligning Marketing and Sales Goals with Customer Data
- 1. Page 1 © 2014 Marketo, Inc.#MKTGNATION14 CUSTOMER SUCCESS STORY Lisa Borg COO & Brand Navigator, Slimband® @lisaborg Caryl Mostacho Director of Communications, Slimband®
- 2. Page 2 © 2014 Marketo, Inc.#MKTGNATION14
- 3. Page 3 © 2014 Marketo, Inc.#MKTGNATION14
- 4. Page 4 © 2014 Marketo, Inc.#MKTGNATION14 Marketing Goals Sales Goals Increase lead targets Reduce cost per lead Create social content Increase per order value Improve conversion rates Lower cancellations COMPLETELY OPPOSING OBJECTIVES
- 5. Page 5 © 2014 Marketo, Inc.#MKTGNATION14
- 6. Page 6 © 2014 Marketo, Inc.#MKTGNATION14 Houston We Have A Problem “
- 7. Page 7 © 2014 Marketo, Inc.#MKTGNATION14 Say Goodbye To Dieting… Before After
- 8. Page 8 © 2014 Marketo, Inc.#MKTGNATION14 THOUSANDS OF SUCCESSFUL PATIENTS!
- 9. Page 9 © 2014 Marketo, Inc.#MKTGNATION14
- 10. Page 10 © 2014 Marketo, Inc.#MKTGNATION14 “The Leads Are Weak…”
- 11. Page 11 © 2014 Marketo, Inc.#MKTGNATION14
- 12. Page 12 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead Obese Female 35 to 55 CPL less than $50
- 13. Page 13 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money
- 14. Page 14 © 2014 Marketo, Inc.#MKTGNATION14 Who Was Actually Purchasing Our Product What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money
- 15. Page 15 © 2014 Marketo, Inc.#MKTGNATION14 ATTRIBUTES OF WHO PURCHASED OUR PRODUCT Weight Type of ConsultLocation Age Gender
- 16. Page 16 © 2014 Marketo, Inc.#MKTGNATION14 DATA RESIDED IN MANY PLATFORMS CRM Analytics Lifecycle Marketing Sales Tools Online Ads
- 17. Page 17 © 2014 Marketo, Inc.#MKTGNATION14 CUSTOMER’S COMPLETE JOURNEY
- 18. Page 18 © 2014 Marketo, Inc.#MKTGNATION14 CHAPTERS INSTEAD OF A STORY
- 19. Page 19 © 2014 Marketo, Inc.#MKTGNATION14 Searching For A Soulmate #
- 20. Page 20 © 2014 Marketo, Inc.#MKTGNATION14
- 21. Page 21 © 2014 Marketo, Inc.#MKTGNATION14 1. They Make Your Life Easy
- 22. Page 22 © 2014 Marketo, Inc.#MKTGNATION14 2. They Play Nice With Others
- 23. Page 23 © 2014 Marketo, Inc.#MKTGNATION14 3. With Room To Grow
- 24. Page 24 © 2014 Marketo, Inc.#MKTGNATION14 Marketo
- 25. Page 25 © 2014 Marketo, Inc.#MKTGNATION14 CRM Sales Tools Online Ads Lifecycle Marketing Analytics DATA INTEGRATION WITH MARKETO
- 26. Page 26 © 2014 Marketo, Inc.#MKTGNATION14 CRM Sales Tools Online Ads Lifecycle Marketing Analytics
- 27. Page 27 © 2014 Marketo, Inc.#MKTGNATION14 What Makes A Good Lead What Makes A Good Prospect Obese Female 35 to 55 CPL less than $50 Knows the product Needs the product Sense of urgency Has money Who Was Purchasing Our Product Weight Location Age
- 28. Page 28 © 2014 Marketo, Inc.#MKTGNATION14 + Drive Revenue Marketing Goals Sales Goals Get more Close more TEAMS NOW ALIGNED
- 29. Page 29 © 2014 Marketo, Inc.#MKTGNATION14 ADDITIONAL MARKETO BENEFITS Prioritize Adjust Automate
- 30. Page 30 © 2014 Marketo, Inc.#MKTGNATION14
- 31. Page 31 © 2014 Marketo, Inc.#MKTGNATION14 + What We Learned
- 32. Page 32 © 2014 Marketo, Inc.#MKTGNATION14 Know And Identify Your Best Customers
- 33. Page 33 © 2014 Marketo, Inc.#MKTGNATION14 Everyone is not your customer. Seth Godin “
- 34. Page 34 © 2014 Marketo, Inc.#MKTGNATION14
- 35. Page 35 © 2014 Marketo, Inc.#MKTGNATION14
- 36. Page 36 © 2014 Marketo, Inc.#MKTGNATION14
- 37. Page 37 © 2014 Marketo, Inc.#MKTGNATION14 Choose campaigns that generate the most business vs the most leads
- 38. Page 38 © 2014 Marketo, Inc.#MKTGNATION14
- 39. Page 39 © 2014 Marketo, Inc.#MKTGNATION14
- 40. Page 40 © 2014 Marketo, Inc.#MKTGNATION14
- 41. Page 41 © 2014 Marketo, Inc.#MKTGNATION14 Forecast Results, Not Spending.
- 42. Page 42 © 2014 Marketo, Inc.#MKTGNATION14 Monthly Marketing Performance Report 2014
- 43. Page 43 © 2014 Marketo, Inc.#MKTGNATION14 EXPENSE DEPARTMENT
- 44. Page 44 © 2014 Marketo, Inc.#MKTGNATION14
- 45. Page 45 © 2014 Marketo, Inc.#MKTGNATION14
- 46. Page 46 © 2014 Marketo, Inc.#MKTGNATION14 Start
- 47. Page 47 © 2014 Marketo, Inc.#MKTGNATION14
- 48. Page 48 © 2014 Marketo, Inc.#MKTGNATION14 Get this book… “ TODAY!
- 49. Page 49 © 2014 Marketo, Inc.#MKTGNATION14 Marketo Makes Marketing Fun Again #
- 50. Page 50 © 2014 Marketo, Inc.#MKTGNATION14 Q & A
- 51. Page 51 © 2014 Marketo, Inc.#MKTGNATION14 Copyright Slide 3: Image by Allie Brosh is licensed under a Creative Commons. Based on a work at hyperboleandahalf.blogspot.com Slide 20: Image by Vanmark Scenic used with permission Slide 22: Image of Toy Story is copyright and intellectual property of Disney and Pixar Studios Slide 23: Image by Mommy Shorts by Ilana Rosengarten is licensed under a Creative Commons Slide 38: Image copyright by Ted Goff, 2012 All trademarks and logos referenced herein are the properties of their respective owners.
Hinweis der Redaktion
- The sales team didn’t quite agree with us though. Their conversion rate had dropped and they decided that the reason for this drop was due to the new Facebook leads. So we had to find a way to show them that these new Facebook leads were just as good as any of the other leads they were getting from other sources …
- and that they weren’t being submitted by this guy here.
- So we asked the marketing team to tell us what they considered a good lead and they gave us these criteria. We asked the sales them the same thing and they gave us a completely different set of requirements. So as you can see, we were not off to a good start!
- So we asked the marketing team to tell us what they considered a good lead and they gave us these criteria. We asked the sales them the same thing and they gave us a completely different set of requirements. So as you can see, we were not off to a good start!
- So we then decided that the best pace to start would be to actually take a closer look at who was actually purchasing our product.
- Now, we knew that there was a lot of different pieces of information tied to each of our customers. This data covered everything from their weight, where they were located, what type of consult they had and how they heard about us.
- The problem was, all this data resided in different platforms and none of them talked to each other.
- So rather than being able to see A customer’s complete journey - tracking everything from how they heard about us to where they were located and how engaged they were with us after they became a prospect.
- We were only able to see silos of data that gave us chapters of information rather than a whole story.
- So we set out to find a solution that would solve this problem for us. - Searching, daunting task - Going through it right now - Many solutions and finding right solution can feel like
- This is a coffee shop that caters to everyone. Look at any strong and resilient brand. They all share a crystal clear knowledge about what they care about and who their potential customer is.
- These guys get it.
- This company built a whole advertising campaign around it
- If you’re looking for a lot of leads as cheaply as possible. I recommend you get one of these.