SalesFUSION Webinar - Marketing automation and SalesLogix CRM – Closing the loop

What we’ll cover today

• State of b2b lead gen in 2012• A marketing automation primer• Defining a lead to revenue management model for your

company• Integrating marketing automation with CRM• Live Case Study – Realityworks• Key metrics and programs• Roles and responsibilities of marketing & sales• Movement towards data-driven sales

About SalesFUSION

• SaaS Marketing Application• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA• Provide all b2b marketing functionality in a single app• Focus on integrating Marketing and Sales (CRM)• Only solution built on a CRM database• Sage ISV Partner • Integrate with both Sage CRM/ Sage SalesLogix

See us at Booth 1025 At Sage Summit

Lead to revenue management is

• Process and technology combined• Collaboration between marketing and sales• Analytics to track the revenue output of campaigns• Data-driven sales • Data-driven marketing• Technology integration between marketing and sales

Lead to revenue management is the byproduct of integration between marketing and sales technologies

Marketing Automation Primer

Marketing automation is NOT the ability to mass email from CRM

•Multichannel campaigns – email, web, social•Outbound & Inbound •Manages the lifecycle of the lead from capture to closure•Enriches CRM with marketing intelligence

Yeah! I can send an email

campaign from CRM!!!!!!

Marketing Automation Primer

Enabling technologies in MA Software

•Multifunctional platform includes – email, landing pages, lead scoring & mgt, website tracking, event management, web-based marketing programs….•Drip & Nurture-based programs•Lead Management •Website Management•Online programs management – inbound and outbound

Lead to revenue starts with lead generation

Stages of lead to revenue management

• Demand generation • Lead capture• Lead scoring• Lead routing• Lead tracking• ROI Analysis

Programs – Inbound/outbound Landing pages, website, social Behavior & demographics Sales assignment, geos & roles Connection between campaigns/leads Opportunity linked to lead to campaigns

Demand & lead generation

Where are leads originating from in 2011 – 2012 (projected) Estimates based on multiple sources/research analysts – represent averages

•Referrals/Personal connections = 30-40%•Corporate Website = 20-25%•Email marketing – 10-15%•Advertising = 6-9%•Social Media = 1-3%•Other (includes cold calling) = 10-12%

What’s working in 2012 and beyond?In 2011, only four tactics were considered “very effective” by 20% or more of the audience:•Website design, management and optimization•Search engine optimization•Email marketing•Trade shows

Lead to revenue management

Facilitated and optimized using nurture-based programs

•Drip & Trigger-based email campaigns•Personalized, reactive campaigns •Behavioral segmentation•Content-driven

FORRESTER’S MARKETING AUTOMATION MATURITY MODELOctober 2010 “B2B CMOs: Make Marketing Automation A Catalyst For Alignment With Sales”

What type of b2b marketer do you want to be???

Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

Fundamental issues with lead to revenue managementOften caused by mis-matched technology and poor process planning

Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads

Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell

• Changing traditional roles• Inside sales is no longer a sales function• Skill-sets for inside sales are changing• Marketing – ½ Focus on brand & ½ Focus on Upper

Funnel Development

Marketing & Sales Roles in lead to revenue management

Beginning the journey to lead to sales revenue management…

• Marketing – focus on upper-funnel development using all available channels, techniques and communication mediums

• Telesales – triage, manage, respond and advance inbound leads

• Sales – focus on closing business

Case Study in MA/CRM Integration

• Innovative technology manufacturer• Experiential learning technology for

Healthcare & family programs• Technology used in a variety of settings• Child care worker training, business and

marketing education, entrepreneurship training, nursing training, career exploration

• Jennifer Widholm – Marketing Communications Coordinator

The situation

• SalesLogix/SwiftPage User• Struggled to easily create HTML Templates• No easy access of CTR/Open Rates at the

contact level in CRM• Limited capability to easily create, deploy

and track lead capture forms• No website browsing history or activity

available for leads/contacts/accounts

The Solution

• Implemented SalesFUSION360 for Sage SalesLogix

• Integrated email marketing, web tracking and marketing automation solution

• Ability to see all marketing interactions in the contact/lead records in SLX

• Integration is pre-built and company-developed and supported

Key Marketing/Sales Processes

• Rapid deployment of HTML email templates• Email campaigns tied to landing pages/forms

on the site• Information from forms auto-populates CRM • Captured leads are routed the internal sales

team• Lead Scoring is used inside of SLX to build

sales team groups of hottest leads based on lead scoring profile

• Sales can focus on contacting the most qualified leads first

Tangible Benefits

• Leads are responded to more quickly and efficiently

• Leads are pre-qualified using activity-based scoring model

• Lead routing and activity tracking takes the guesswork out of which leads should be in CRM

• Cleaner CRM system• Better communication & planning between

marketing & sales• Better accountability on all sides in the lead

gen process

Defining your lead to revenue management model

• Target markets• Generating demand & awareness (programs)• Verticals, geos, sales roles• Defining MQL (marketing qualified lead) vs SQL (sales

qualified lead)• Refine the initial scoring model• Define routing rules• Define success metrics• Test over 90-days & adjust

Data-Driven Telesales

• Telesales with the power of Marketing intelligence, useful sales data and rational workflow

• Best chance for connection with prospects

• Calls transformed from “Taking” to “Offering”

• Stigma of cold calling is eliminated• Empowered telesales personnel

perform better

What does this look like in SalesLogix?What is it? Web visitor tracking is a newer type of web analytics that captures, alerts and routes website leads based on rules.

What does this look like in CRM?

• Brief demo – lead scoring• Brief demo – data-driven sales in CRM• Brief demo – lead to revenue reporting

The importance of marketing automation tools

• Provides a mechanism for real-time lead monitoring• Reduces lead response time• Allows for enrollment in pre-defined trigger

campaigns• Increases touches in first 30-days following initial

inquiry• Allows for research and appending of data through

sources such as Jigsaw• Alerting via email ensures leads are touched quickly

How important is this to your upper funnel success?

According to Aberdeen, who tracks the performance of “Best Practice” organizations utilizing marketing automation tied to CRM/Sales….

•Inside sales achieves quote 11% more when marketing automation is deployed•Lead conversions (to opportunities) increased by 7%•Inside sales make an additional 7-9 connects per day•Overall sales team quota achievement is higher by nearly 3%•Company revenue is higher by over 3%

Questions?Questions?• Schedule a demonstration of SalesFUSION • Learn more www.salesfusion.com

We Provide a complete MA Solution at an affordable price• Enterprise b2b marketing• Advanced email marketing• Lead scoring• CRM integration – Saleslogix 7.5.2 and up• Web visitor tracking• Dialogs, forms, landing pages• Social media marketing• Event management