How to Accounting to Your Sales Funnel with Marketing Automation
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Marketing automation can help sales and marketing teams align their processes to accelerate the sales funnel. It removes complexity by providing an all-in-one solution to develop content, score and qualify leads, intelligently nurture prospects, and measure results to refine efforts. The document outlines 5 steps companies can take today like developing content, keeping score of leads, aligning handoffs between teams, nurturing prospects with tailored content, and continuously measuring and improving processes.
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How to Accounting to Your Sales Funnel with Marketing Automation
- 1. How to Accelerate your Sales Funnel with Marketing Automation #AOWEB
- 2. Today’s Presenters Atri Chatterjee Shawn Elledge CMO, Act-On Software Founder & CEO of DemandCon
- 3. Marketing Automation Success 46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
- 4. Importance of Marketing Automation Sales Marketing Align Sales | Marketing | Customer Buying Process Remove the Unknown for Sales Why is this a Lead Removes the Complexity All-in-One Marketing Bigger, Stronger, More Effective for Less
- 5. 5 Steps to Increase Revenue Today 1. Develop Content 2. Keep Score 3. Align & Handoff 4. Intelligently Nurture 5. Measure, Refine & Repeat
- 6. Content Create a Content Plan Solve Specific Issues Who Gets What Specific Content Content Map
- 7. Keep Score Custom to Meet your Needs Profile Based Behavior Based B.A.N.T.
- 8. Lead Scoring Example 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. Registration Question Excellent Prospect Okay Prospect Bad Prospect Job Title IT Director 5 System 3 Sales Engineer -4 Administrator Location of United States 5 Hong Kong 4 Romania -5 Headquarters Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2 Industry Information 5 Computer 4 Automotive -5 Technology Software Services 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
- 9. Align & Handoff What is a Lead MQL to SQL Who Decides The Goal Automation Tools Scoring | Qualification Setting Triggers
- 10. The Funnel Word of mouth • Top of funnel: Marketing Marketing • Middle of funnel: Lead qualification MQL Lead • Bottom of funnel: SQL Qual Sales team Sales prospects Sales #AOWEB
- 11. Top Performing organizations outperformed everyone else by 2-3X in revenue growth and lead- to-sales conversion. These organizations are 3X more likely to use a Marketing Automation tool. Gleanster Research - 2011
- 12. Intelligent Nurturing Content Timing When How Much How Often Progressively Profile Progressive Forms (pre-fill) Landing Pages - Email Convert, track & report
- 13. Nurturing in Action New leads • Further qualify prospects • Maintain prospect mindshare Re-engage/Re-market • Reach back out to contacts that are “lost to no decision” • Stay top of mind for when they’re ready to make decision #AOWEB
- 14. Example: Re-Marketing Nurture #AOWEB
- 15. Track all Activities Measure effectiveness of email • Opens • Clicks • Opt-outs Test multiple variables • Day / Time Sent • Subject Line • HTML vs Text
- 16. Measure Measure, Refine & Repeat Landing Pages Drip Marketing Content Website Webinars Segmentation Registration Forms
- 17. Next Steps
- 18. Getting Started 1. Draft a strategy 2. Start the dialogue within your organization 3. Start small – don’t get overwhelmed 4. Measure and refine 5. Continue to streamline processes with marketing automation
- 19. Ready to Learn More? Sign up for a demo: actonsoftware.com blog.actonsoftware.com Can’t Wait? Call our hotline at: 1 (877) 530-1555 Email us: sales@act-on.net
Editor's Notes
- Intros.
- Proven Success!! – not to mention making life a little less complicated for the Marketer: Marketing Automation makes a huge impact on the Bottom Line.
- Now that you have seen the potential numbers – These are the facts – When we talk about Marketing Automation – AlignmentOn a daily basis here at Act-On our Sales Team exactly why a lead is in fact a LEAD – No GuessingManagement of the tools in one platform – makes it simple for the whole team
- The over all Goal: GET STARTED TODAY!!!Start simple: 5 STEPS That we will Discuss---- Yes there are many options and things coming at you like crazy– However our Customers following the KISS Method: Keep It Simple for SalesTransition: Typically this is the BIGGEST NEED – and drives the most business!!
- Steps to Increase Revenue – ContentDevelop the Content – This is your plan – Why do people need help? The who and the what --- What would they find value in? Why is itimportant to them – Start simple ---- ask yourself what common issues they are trying to solve??-- Map it out…
- Steps to Increase Revenue – Keeping ScoreYour score may not be the same as ours: Both profile(title industry location) or Behavior (downloaded a WP – attended Webinar visited theses 4 webpages)BANT – Budget – Authority Need TimeLine ect. may be used – Certain things may be weighed HIGHER!!!Key here: the tool needs to be Flexible …. it has to be Easy to make changes as you refine scoring over time
- Steps to Increase Revenue – Align | HandoffAlign – Marketing with Sales – What does Qualified mean to Sales? (Sales/Marketing should Decide TOGETHER)Common Goal – All in alignmentHandoff – At Act-On this is Key for us – Real Time Hand off for effective follow up “Strike while the Iron is Hot” Automated triggers are KEY. - Free Trails – Request for Demo – Contact Me ect.Statistics show that the likely hood of closing a deal dramatically drops even with a single day delay – ( that makes a statement !!! – Step back for a second….look at your process – what does it say about you? )
- SDRsPass to salesReturn to marketing for further nurturing
- Act-On gives you the tools to convert them. These as just a few…. Let’s talk about a Plan. Example:
- Increase Revenue – Cadence | ProgressionCadence | Progression – Timing Is everything– When to send --- How much how often… without being bothersome. (Key here is relevancy)Progression – with in MA you have tools called, Smart Forms- Gated Forms Progressive Forms | Landing Pages and Prefill – Combined together allows prospects to fill out their information ONE TIME – or if the prefill is checked their “known data” will automatically pre-populate = Easy Conversion – Easy Follow upthat is tailored to their interests.
- Steps to Increase Revenue – Track | Measure | Refine | RepeatAgain starting simple in marketing will generate leads for sales and as lead flow increases the process will be measured based on you goals, then marketing can easily refine the process to enhance the quality. Repeating this places the organization on shortest path to the ultimate goal– RevenuMarketing Automation is a tool that gives marketers the ability to tie all of this together in one simple – easy to manage application
- Needs work.