The Sales & Marketing Loop is a masterclass sponsored by Forfront, CANDDi and Miller Heiman on how to drive revenue growth by taking a scientific approach to aligning sales and marketing teams, hyper-personalising and automating marketing and tracking digital engagement.
6. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
of sales reps say they can’t find content to
send to prospects
Why it is important to align sales and marketing teams
38%
Highly integrated sales & marketing
teams enjoy 38% higher sales rates
36%
Highly integrated sales & marketing
teams enjoy 36% higher retention rates
95%
of buyers chose a solution that provided
them with ample marketing content
Source: https://www.act-on.com/whitepaper/introduction-to-sales-and-marketing-alignment/
7. THE TWO ARE INEXTRICABLY LINKED, HOWEVER…
Aligning Sales & Marketing Teams
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
SALES
NOTHING EVER HAPPENS
UNTIL SOMETHING GETS
SOLD
MARKETING
WITHOUT MARKETING,
NO SALES TAKE PLACE
8. What do Sales & Marketing
know about each other?
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
11. What would better sales & marketing alignment in your
organisation look like?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Exercise
12. Key points of sales and marketing alignment
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
• Clear target customer view
• Aligned understanding of customer expectations
• Shared definitions and terminology
• Good internal communication
• Collaborative strategies
Leads to profitable revenue growth
13. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Target
market
Marketing
Engagement
Tracking
Sales
The Sales & Marketing Loop
14. First of all, who should we be selling to?
THE SALES & MARKETING LOOP
Target Market
GUY FRASER, MILLER HEIMAN
Large corporates SMEs Families
15. Who do we want to reach?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Profile
Age range
Interests
Job Title/ Income range
Needs & wants
17. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Many different types of marketing…
EVENTS PUBLIC
RELATIONS
DIGITAL
TV ADVERTISINGMAGAZINES /
NEWSPAPERS
REFERRALS /
WORD OF MOUTH
EMAIL MARKETING
…but how do you target your audience?
18. • Highest ROI of any channel (£38 per £1 investment)
• Measurability
• Feeds into other digital channels (social, website etc)
• Marketing automation
• Personalisation
• All this can now be done at scale
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Why Email Marketing?
19. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
High variability in ROI of Email Marketing
Small changes to best practice
can take you from here…
…to here
Source: DMA Email Marketing Benchmark Report, 2016
20. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Average ROI of Email Marketing (2012 – 2016)
£21
£25
£30
£38
£51
£0
£10
£20
£30
£40
£50
£60
2012 2013 2014 2015 2016 (forecast)
21. Big data has allowed us to become more scientific about our marketing….
THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
So why is ROI in Email Marketing increasing?
“Over 90% of the
world’s data has
been generated in
the last 3 years”
Source: https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html
22. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Let’s focus on the two techniques that are driving ROI
Hyper-personalisationMarketing Automation
23. Marketing Automation
• Web/newsletter sign-ups
• Multi-email campaigns
• Welcome series for new customers
• Loyalty programmes
• Renewals and invoices
72%
decrease in
conversion
time *
* Source: https://www.ventureharbour.com/23
benefits-of-marketing-automation/
24. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
Real-time data Static data
Behavioural data
Weather, geo-location,
device, time of day,
date etc.
Name, demographics,
company, job title etc.
Web analytics, purchase
history, abandoned basket,
downloads, loyalty cards etc.
Different types of data
25. Hyper-personalisation
• Dynamic content
(latest offers, countdown timers etc)
• Abandoned basket offers
• Web behaviour
• Device optimisation
• Real-time personalisation
(weather, location, device, time of day, date etc)
219%
increase in
conversion
rate*
* Source: http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization
“It’s not when you send, it’s where & when they open
and what media they open on”
27. THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT
So, you’re automated and hyper-personalised, but what happens when
someone clicks on your campaign?
…typically they’re directed to a landing page or your website and then what?
CLICK HERE
31. Do you want to see who’s visiting
your website?
5 tips to improve results from existing traffic
32. Problem:
THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi
Websites convert around 2.8% of visitors
33. CANDDi started with a B2B email marketing problem…
Conversion
metrics
Generate List
Send e-shot
Drive to targeted
landing page
Produce target list
for sales-teams
34. BUT Sales-teams want to know “who’s best prospect over
time”
Generate List
Send mail-shot
Drive to targeted
landing page
Produce target list
for sales-teams
Generate List
Send mail-shot
Produce target list
for sales-teams
Generate List
Send mail-shot
Drive to targeted
landing page
Produce target list
for sales-teams
Month 1 Month 2 Month 3
Horizontal activity
reporting
36. Visitors are individuals, understanding their behavior builds stronger
relationships
3
Where is he located?
How engaged is
he?
What product did he
look at?
Which product did he
enquire about?
Who is he?
37. Big data shouldn’t just be more data
THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi
38. Five tips to improve results
from existing traffic
39. #1. It’s all about the data!
3
9
It’s critical to capture (and tie together)
as much data as possible
CANDDi (data platform)
CRM
Website Email Phone
40. #2. Filter the data
Too much data, is nearly as bad,
as no data at all
41. #3. Integrate in to existing processes
Too much data, is nearly as bad,
as no data at all
42. #4. Enrich the data - focus on key visitors
CAPTURE converts 2-3x more visitors
than typical contact form
43. #5. Set realistic expectations
Everything works
(but there’s no silver-bullet)
44. CANDDi is a relationship
marketing tool
CANDDi provides you timely
information to nurture client base
46. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
B2B vs B2C Selling:
• Sales cycle: longer vs shorter
• Price points: B2B tends to have higher price points
• Sales tactics: rational vs emotional response
• Decision makers: many vs few
• However, both require alignment with marketing!
Understanding & progressing leads
47. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Understand who has engaged with your marketing and website
• Are they a decision maker?
• Can they influence the purchase?
• What has their journey TO your website been?
• What has their journey ON your website been?
Source: http://www.hubspot.com/marketing-statistics
48. People are becoming more cautious and conduct more research before buying
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Trust begins with understanding
• I am a decision maker
• I will lose interest in you unless
• …what you do is relevant to my needs
• …and I think that you’re trustworthy
• My perception of your strengths may surprise you
49. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Understanding the client concept
What does this person wish to
• Achieve
• Solve
• Prevent
Where are they in their thinking process?
50. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Where are we in the sales process?
PROSPECT
QUALIFY
COVER THE BASES
CLOSE THE ORDER
NEED TO CHANGE
DEFINE PROBLEM
EVALUATE
SELECT
51. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
The unique solution
doesn’t need to be complex or bespoke
52. The sale has been completed… now what?
THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Exercise
53. THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN
Target
market
Marketing
Engagement
Tracking
Sales
The Sales & Marketing Loop
