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1
Campaign & Lead Attribution
CRM Concepts for the
Manufacturing Marketer
2
Leah Hadgis
CRM Manager & Consultant
Andy Walton
Director of Digital Solutions
• 5+ yrs industry experience in
manufactu...
3
What We’ll Cover
Agenda
CRM
How all
systems in a
company
work
together
with a CRM
Alignment
Aligning
sales & mkt,
optimi...
4
It’s about people, not systems
What is CRM and why is it essential to the manufacturing marketer?
CRM
Marketing
Operatio...
5
Alignment
The need to align Sales & Marketing
Alignment between Marketing
and Sales is potentially the
largest opportuni...
6
Verbiage
Getting on the same page & speaking the same language
Data Dictionaries Help With…
• Cross-Departmental Alignme...
7
In an ever-changing technology world, what is the best way to train CRM users
and stay up-to-date on solution improvemen...
8
SFDC
Contact
Analytics
Types of metrics and ramping up
Marketing
Conversion
Lead source percentage
breakdown of Leads cr...
9
Analytics
Dashboards & meaningful insights
10
<CRM> + <MFGMarketer> = <3
Closing remarks and Q&A
Prochain SlideShare
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Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer

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Fathom's Leah Hadgis and Andy Walton presented on the value of Customer Relationship Management systems for manufacturers.

Publié dans : Marketing
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Campaign & Lead Attribution: CRM Concepts for the Manufacturing Marketer

  1. 1. 1 Campaign & Lead Attribution CRM Concepts for the Manufacturing Marketer
  2. 2. 2 Leah Hadgis CRM Manager & Consultant Andy Walton Director of Digital Solutions • 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education • Certified Salesforce.com Admin/Dev • Specializes in process design • 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets • Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym
  3. 3. 3 What We’ll Cover Agenda CRM How all systems in a company work together with a CRM Alignment Aligning sales & mkt, optimizing investments & ROI Verbiage Getting on the same page, data dictionaries Adoption Maximizing your CRM investment using training methods Analytics 2.0 ramping up, dashboards, types of metrics
  4. 4. 4 It’s about people, not systems What is CRM and why is it essential to the manufacturing marketer? CRM Marketing Operations Client Services Engineering Finance & Accounting HR
  5. 5. 5 Alignment The need to align Sales & Marketing Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance. When marketing and sales teams unite around a single revenue cycle, they: • Dramatically improve marketing ROI • Sales productivity • Top-line growth How is this accomplished? • Aligning People • Aligning Systems People Systems Results: • Improved engagement • Sales team feedback • Post-purchase communication • Accurate lead attribution
  6. 6. 6 Verbiage Getting on the same page & speaking the same language Data Dictionaries Help With… • Cross-Departmental Alignment • Data Quality • Data Consistency • Data Control & Process Documentation • Data Analysis • System Administration • Data Integrity • Efficiency
  7. 7. 7 In an ever-changing technology world, what is the best way to train CRM users and stay up-to-date on solution improvements, upgrades, and new releases? Training + Repetition = Adoption The best approach to training and CRM management Weekly: 1 Topic 20-30min Monthly: 4 Topics 1-2hrs Qrtly: New Launch 2hrs
  8. 8. 8 SFDC Contact Analytics Types of metrics and ramping up Marketing Conversion Lead source percentage breakdown of Leads created this year Geographic location of leads coming in from paid search Leads with an interest in latest product launch or top 3 product pushes for quarter, from Paid Search Google vs. Bing vs. LinkedIn, which is bringing in more qualified leads? Sales Conversion How many current customers came from Paid Search efforts? Which current customers have the shortest conversion rates? Which LS is most common? Which marketing efforts did NOT bring in significant customers this year and how much did it cost us? Which leads converted (technically) but never made a purchase? Marketing Prospect •Google Prospect Marketing Conversion •Web Form Fill Sales Prospect •SFDC Lead Sales Conversion
  9. 9. 9 Analytics Dashboards & meaningful insights
  10. 10. 10 <CRM> + <MFGMarketer> = <3 Closing remarks and Q&A

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