Date post: | 17-May-2015 |
Category: |
Business |
Upload: | chicago-ama |
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www.act-on.com | @ActOnSoftware
Atri ChatterjeeCMO, Act-On Software
The Value of Marketing Automation in the Marketing to Sales Continuum
www.act-on.com | @ActOnSoftware
Agenda
• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up & Questions
www.act-on.com | @ActOnSoftware
The Usual Conundrum
3
Sales wants all “leads” fast Marketing hits the “more”
button
Sales doesn’t follow up Marketing: “Why no followup?”
Sales: The “leads” are no good Marketing:
Wasted effort, poor performance, bitterness,
despairReference: Sirius Decisions
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What Typically Happens
Inquiries
Marketing Qualified Leads
Sales Qualified Leads
Close417 inquiries to
close 1 deal417 inquiries to
close 1 deal
Sales AcceptanceSales Acceptance
Marketing and Tele QualificationMarketing and Tele Qualification
InquiryInquiry
80%No nurture/qualification
100%Sales accepts
everything/nothing
3% - ??Inefficient use of sales resources
SQL10% - ??
Poor pipeline dynamics
Sales QualificationSales Qualification
CloseClose
Sales QualificationSales Qualification
Marketing QualificationMarketing Qualification
InquiryInquiry
OutboundOutboundInboundInbound
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Qualified Leads (TQLs)
Teleprospecting Accepted Leads (TALs)Teleprospecting Accepted Leads (TALs)
Sales Generated Leads (SGLs)
Sales Generated Leads (SGLs)
Sales AcceptedLeads (SALs)
Sales AcceptedLeads (SALs)
Automation Qualified Leads (AQLs)Automation Qualified Leads (AQLs)
Teleprospecting Generated Leads (TGLs)
Teleprospecting Generated Leads (TGLs)
Sales Qualified Leads (SQLs) Sales Qualified Leads (SQLs)
Won BusinessWon Business
Reference: Sirius Decisions
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Agenda
• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up & Questions
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Change the Process & the Results
Marketing ResponsibilitySales Responsibility
Campaigns, Content, Programs, SLAs, Measurement & Results
Joint Effort
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Acquisition Programs
• Build Database• Permission-based list acquisition• Data capture
• Attract Attention• Tell the story• Links, videos, and images
• Content Strategies• Blog, website, social media• Right target receiving relevant and engaging content
Key : Gather prospect information where ever possible
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Develop & Deploy Great Content
• Develop• Partner & co-sponsor with Industry Thought Leaders• Capture Emergent Trends/Topics• Repurpose Content
• Deploy• Promote in multiple channels• Website, social media, email• Insist on a all to action
Create a hub of compelling and contemporary content – reuse as appropriate
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Nurture Before You Sell
• Coordinated Campaigns• Editorial Calendar – compelling content and events• Share your story – easy to embrace and understand• Sales and Marketing – same coordinated story
• Scoring• Segmentation and nurturing based on actions • Who gets what based on what they have done
• Feedback• “Know” how they are finding you• Constant iteration to keep content fresh• Take advantage of repurposing content
Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t
Source: Marketing Sherpa
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Deliberate Approach to Scoring?
Email Marketing• Clicked on message• More points for specific
messages• Do not assign score for:• “Email sent” – no action taken
on their part• “Opens”
Web Visits• How many pages did they visit?• Which pages did they visit:
Contact Us and/or Pricing vs Support?
• How often do they visit the site?• Where did they come from?• Download whitepaper or other
media?
Webinars • Attendees vs. Non-Attendees• Who visited registration page but
didn’t submit
Forms• Submitted /viewed form• How did they respond to the
questions?• Is the data they provided valid?• Do they fit your target audience?
Pay-Per-Click• Which keywords perform the
best?• What is my cost per click?• Where did they come from?
Physical Activities• Attended a trade show / physical
event?• Which mailing lists performed
the best?• Which print advertising generates
leads?
#AOWEB
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Example• You're a small software company that sells patch management software. • You have two offices, one in Asia and one in the US, but you aren't global yet. • Your software isn't cheap, so you need prospects with reasonably large budgets.
Lead Scoring Example
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System Administrator
3 Sales Engineer -4
Location of Headquarters
United States 5 Hong Kong 4 Romania -5
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information Technology
Services
5 Computer Software
4 Automotive -5
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper 5
Visitor browsed company website multiple times in the past 7 days. 5
Visitor downloaded the Evaluation Guide. 5
Visitor is already a lead in the sales system. 4
Visitor clicked on company's Jobs web page. -5
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Setting Up Scoring
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Best Practices for the Funnel
Customer Retention
• Customer Focused• Clear and concise messaging• “Call To Action” at every touch
• Right Analytics and Metrics• Track activity• Reach out based on certain criteria• Refine, adjust, and update
• Website Presence• Track visitors – correlate to campaigns• Unique URLs – email, social, landing pages• Webinars – useful content that augments marketing efforts
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Agenda
• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up & Questions
www.act-on.com | @ActOnSoftware
The Art of the Handoff
• Lead definitions (what is a lead?)• Timeframe & responsibility• Criteria for acceptance & rejection• Routing of leads (who gets what?)• Well defined service level agreements (SLAs)
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Using Scores to Prioritize Leads
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CRM Integration – Hot Leads to Sales
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Ensuring Success
• Focus• Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve• Adjust based on performance metrics, data and feedback
• Enforce• Those bound by SLAs must be held responsible • Visibility into key performance metrics for each function• Agreement between leaders on how to manage
• Own• Marketing and sales operations usually own maintenance• Marketing and sales leaders sign and communicate contents
18
Automation helps track & measure performance
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Agenda
• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up & Questions
www.act-on.com | @ActOnSoftware 20
Start by Keeping it Simple…
Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
Telesales• Accept/reject/disqualify/promote timeframes• Disqualify reasons (adherence and lead quality)
Sales• Accept/reject/disqualify/promote timeframes• Disqualify reasons (adherence)
Truly successful decision making relies on a balance between deliberate and instinctive thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
www.act-on.com | @ActOnSoftware
From Leads to Revenue… Close the Loop
• Complete campaign reports to measure leads & opportunities
• Detailed reports groups campaign by campaign type
• Integrate Opportunity and Closed data from SFA
New Leads
Leads Convertedto Opportunities
Opportunitiesto Revenue
Campaign Performanceby Campaign Type
www.act-on.com | @ActOnSoftware
Agenda
• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up and Questions
www.act-on.com | @ActOnSoftware
Marketing Automation for the Customer Lifecycle
NAMESLEADSMQL
LEADSSQL
OPPORTUNITIES CUSTOMERS
ACQUISITIONPROGRAMS
NURTURING PROGRAMS
MARKETING TOSALES HANDOFF
CUSTOMER RETENTIONCAMPAIGNS
SocialWebinarsWhitepapers
STAG
ESAC
TIVI
TIES
SYST
EMS
Salesforce AutomationSupport
CRM
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About Act-On
• Our Company• Founded in 2008 by founders of Responsys and Webex• 140+ employees today in Oregon & California
• Our Technology• Designed from the ground up for small marketing teams• Simple, powerful and easy to integrate• 3rd generation SaaS platform built to scale
• Our Customers• 1,400+ and growing across all major vertical industries• From Progressive Insurance and Cisco to many companies
you probably don’t recognize
www.act-on.com | @ActOnSoftware
Questions…
• Contact me: [email protected]• Call: 1 (877) 530-1555 or email us: [email protected]• Twitter: @actonsoftware