9. Automation Priorities
Lead Generation / Lead Capture
Campaign Members
Campaign Members Status
Lead Status Change
Sales Enablement
De-duping
Sales Emails
Lead Nurturing / Scoring
Thank you Gifts
Telemarketing
10. Behavior Automation Outputs
• Triggered Emails
• Multi Step Programs
• Score and Rank
• Direct Mail
• Web Content
• Alerts
Call Center
CRM System
Sales Rep
13. Lead Gen Through MA
Beyond web-to-lead forms
Use Landing pages
Dynamic Content
Share to social
Extend the reach of your message
Social Preference Centers
interact on their terms
Social Sign on
Capture social Identity
Location based marketing
Meet them where they are “Read”
Progressive Profiling
Where web-to-lead forms are preferred
14. Campaign Members
Sales sells / Marketing Markets
Increases effectives of both teams
Effective nurturing
Convert leads to customers
Avoid Data Limits in SFDC
Keep marketing data separate from sales data
15. Campaign Member Status
Remove need for manual updates
Track behavior of multi-track campaigns
Increase effectiveness of campaigns
Enabling sales to more effectively communicate with
leads based on behavior
Customer Story – Case Study
16. Lead Status Change
SFDC Lead Changes from Lead to Hot Lead
MA can detect that change and trigger an event
New Campaign, lead alert, invitation for white paper,
event invite, etc.
SFDC Lead Changes from lead to Non Qualified
Remove them from a list, drop them into a longer
nurture, etc.
Bidirectional integration
Critical element of successful MA / SFDC marriage
22. De-Duping
Avoid conflicting information
Salesperson entries
Buyers are Liars
Initial Data Cleanse
Leverage MA to clean existing lists
23. Sales Emails
“Send from Silverpop”
Marketing creates uploads templates
Manually send mass emails
Triggered emails
Full Tracking and behavioral feedback
View all activities in contact insight
Leveraging behavioral database for future
communications
24. Nurturing / Scoring
Score leads
based on criteria
such as Budget,
Authority, Need
and Timeline
(BANT) and
demographics
like state,
company size,
revenue size, etc.
29. Enjoying Trial – Upgrade Full?
Have Not Purchased Full Version
(and) Frequent trial user
(and) Upsell Opportunity
30. Thank you Gifts
Event triggered fulfillment
Avoid manual process
Tracking of gifts
When did it go out
Trigger follow up
Dynamically select gifts
Based on past behaviors
31. Telemarketing
Create CRM task
Generate email
For users with low adoption
For users with no SFDC license
Track back into Marketing DB
32. Bonus #11
Send-time-optimization
Avoid time zone challenges
Drive higher opens and click through rates
Increase ROI
Avoid manual throttling
Inbox Preview
Mobile, gmail, outlook, etc.
Know before you hit send
33. Is it worth it?
•
400% Increased No. of New Leads Generated
through existing demand gen activities
•
5x Increased No. of qualified leads sent to
sales
2x
• Improved Sales Close Rates
25%
• Reduced Cost per Sale
34. Thank you for your time and attention.
Forest Yule
Fyule@silverpop.com
512-850-2946