Learn how to make sense of two approaches to managing customer interaction and engagement: CRM (Customer Relationship Management) and MA (Marketing Automation). In this presentation, you will learn: -101-level marketing technology definitions -When and how to use what platform -Best practices & success stories for marketing and sales teams

1. [Webinar]
B2BMarketing Technologies Demystified

2. Agenda:
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• Introductions
• Marketing Technologies
• Overview: What is what?
• Parties Involved: Who does what?
• Combining the Two: How and why?
• Platforms: What does what?
• Use Cases
• Key Takeaways and Questions

3. Introductions:
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Kyle Chandler
Demand Generation Manager
@ProjectChandler
Alex Greger
Email Marketing Specialist
@AlexMGreger

4. Marketing Technologies:
Whatiswhat?
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5. What is what?
The key goal in B2B marketing is proving what your marketing efforts
produce in revenue, AKA what is your return on investment. With so many
players in the game it is often very hard to determine this number without a
very precise set of tools. These include:
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Marketing Automation (MA), this is a platform leveraged by
marketing teams to manage early funnel leads and prospective
customers. This system allows for easy management of marketing
programs, lead nurturing and marketing analytics.
Customer Relationship Management (CRM), this is a platform
leveraged by sales and executive teams to manage their
prospective customers and current customer’s data. This system
allows for full reporting on the business profitability and the ability to
tie it back to individual customers and opportunities.

6. What is what?
Additional key terms to know include:
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• Sales Accepted Lead (SAL)
• Opportunities
• Contacts
• Service Level Agreement (SLA)
• Database Records
• Sales Stages
• Lead/Conversion
• Marketing Engaged Lead (MEL)
• Marketing Qualified Lead (MQL)
• Lead Score
• Lead Source
• Sends
Download Definitions:
http://bit.ly/1NFW6pN

7. What is what?
Common misconceptions about MAs and CRMs:
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1. Marketing automation sells for you (e.g. no need for sales teams)!
2. Marketing automation is the same thing as content marketing!
Wrong! – Marketing automation simplifies the process and allows to more easily implement
repeatable tasks. Thus allowing your marketing and sales team to focus on the higher value
tasks like talking to prospects and optimizing marketing messages and placements.
Wrong! – Think of marketing automation as the tool that enables you to manage a content
marketing strategy.

8. What is what?
Common misconceptions about MAs and CRMs:
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3. Customize your CRM system to make it fit your exact process!
4. Our marketing automation and CRM system are now integrated, we should
connect our inventory system and webinar platform and etc.!
Wrong-ish! – Yes you do want to align your CRM to mimic your sales process (i.e. sales
stages, lead assignments, etc.). However do not bend the common rules of your CRM systems
to work in ways it wasn’t designed. This only causes headaches down the road.
Wrong! – Although we appreciate the eagerness you do not want to over complicate a
process. Only integrate systems that need to speak to each other and weigh the investment to
integrate to the time saved from manually importing/analyzing. Also, check for middle-ware that
would allow for easier integrations - many CRM/MA platforms have app exchanges.

9. What is what?
Common misconceptions about MAs and CRMs:
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5. Marketing automation and CRMs are now one in the same (One vendor to
rule them all… Lord of the rings anyone…?)!
Wrong! – Although the market is beginning to consolidate this does not mean you must find
one vendor to solve it all. When creating your short lists make sure to define your “must haves”
and determine which provider can achieve those – even if they are two separate vendors.

10. 10
Marketing Technologies:
PartiesInvolved:Whodoeswhat?

11. Parties Involved: Who does what?
Sales and Executive Teams:
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1. Focus their time primarily within the CRM system as this
aligns with their direct roles of closing new business or
customer management.
2. The key to their engagement within a CRM system is
tracking their day to day activities with a prospect (e.g.
calls, emails, meetings, etc.).
3. With this information you are able to track core business
metrics and see trends on what tactics lead to a
successful “close win” opportunity.
4. The sales team owns the process from accepting a MQL
to new customer acquisition and then onboarding to your
delivery or product team.

12. Parties Involved: Who does what?
Sales and Executive Teams:
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What is important for your sales and customer management
teams to track and measure?
Submit Your Answers in the Chat Window!

13. Parties Involved: Who does what?
Sales and Executive Teams:
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What is important to track and measure?
1. What sales tactics are working and what are not (e.g.
tactic effectiveness)?
2. What is the average length of the sales process (e.g.
timeline to close)?
3. What sales representatives are driving the highest volume
of sales (e.g. team effectiveness)?
4. What time of year are products or services most in
demand (e.g. seasonality)?
5. Which area’s do your sales teams perform best (e.g.
geography)?

14. Parties Involved: Who does what?
Marketing Teams:
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1. Focus their time primarily within the MA system as this
aligns with their direct roles of driving new potential
prospects to engage in their brand.
2. MA systems allow your team to move away from
“Random Acts of Marketing” and allows your team to have
a clearly defined marketing process and strategy.
3. Always integrate your MA system and CRM system to
allow you to track success from anonymous visitor to
paying customer.
4. The marketing team commonly owns the process from
the initial advertising impression all the way through to a
MQL hand off to sales.

15. Parties Involved: Who does what?
Marketing Teams:
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What is important to track and measure for your
marketing team?
Submit Your Answers in the Chat Window!

16. Parties Involved: Who does what?
Marketing Teams:
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What is important to track and measure?
1. What marketing tactics are most successful at converting
at the top of the funnel, middle of the funnel and bottom of
the funnel (e.g. tactic effectiveness)?
2. What is the average length of the marketing process from
anonymous to MQL (e.g. timeline to convert)?
3. What marketing programs are driving the most revenue
and/or driving the highest ROI (e.g. program
effectiveness)?
4. What messaging or content pieces drive the most
engagement (e.g. brand engagement)?
5. What is your average lead flow and cost per acquisition
(e.g. acquisition effectiveness)?

17. 17
Marketing Technologies:
CombiningtheTwo:Howandwhy?

18. Combining the Two: How and why?
Sales and Marketing Alignment - Not Disagreement!
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19. Combining the Two: How and why?
Sales and Marketing Alignment
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1. The most important aspect of leveraging MA and CRM
platforms is ensuring both the marketing and sales
teams are aligned on the stages, definitions and
processes.
2. The biggest area to focus on is not only the hand-off of
when a lead goes from marketing to sales BUT also
when a lead is sent back from sales to marketing.
3. You also want to define measurements of lead quality
to allow a common language between both teams. This
is commonly done through a lead score model.
4. This process is know as a service level
agreement (SLA)
Marketing
Sales

20. Combining the Two: How and why?
Sales and Marketing Alignment
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What to Document in your SLA:
• Marketing Stages
• Sales Stages
• Automated Transition Steps
• Manual Transition Steps
• Example Use Cases

21. Combining the Two: How and why?
Sales and Marketing Alignment
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22. Combining the Two: How and why?
Technical Integration Best Practices
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1. Research integrations ahead of time! Although companies may claim there
is an integration between two software providers does not mean it is the
best integration. Keep an eye for “out-of-the-box” integrations as opposed
to “third party middle-ware”.
2. Data cleanliness is key! When integrating the two systems only map up
what is needed. Extra data being transferred slows the process down and
muddy-ups your views when in the systems. This also means ensuring you
have taken data normalization in to account (e.g. Ohio vs Oh).
3. Use a staging or sandbox account to test! Before pushing anything to a
production instance check and double check your mapped fields and synch!
Once synched that means your data from both systems are combined and
talking to one another. The more detailed you are the less clean up required
(see #2).

23. 23
Marketing Technologies:
Platforms:Whatdoeswhat?

24. Platforms: What does what?
Top 4: Client Relationship Management (CRM) Platforms
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Salesforce
Industry leader positioned on ease of use from SMB to enterprise
Microsoft Dynamics
Key player positioned for customized solutions for the enterprise
Sugar CRM
Niche player, open source platform, common in SMB
HubSpot CRM
New to the market, targeted for small business, “one vendor” approach

25. 25
(CRM) Gartner Magic Quadrant Platforms Evaluation: 2015
Platforms: What does what?

26. Platforms: What does what?
Top 4: Marketing Automation (MA) Platforms
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Marketo
Industry leader positioned on ease of use from mid to enterprise
HubSpot
Industry leader positioned on ease of use, common in SMB
Act-On
Niche player, technology focused, low cost, SMB to enterprise
Pardot (Salesforce)
Key player, technology focused, for SMB to enterprise

27. 27
(MA) Gartner Magic Quadrant Platforms Evaluation: 2015
Platforms: What does what?

28. 28
(MA) SiriusDecisions Platforms Evaluation: 2014
Platforms: What does what?

29. 29
Marketing Technologies:
UseCases

30. Use Cases: Healthcare/Hospitals
Goal: Patient acquisition and full lifecycle reporting
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1. Situation: Desperate marketing platforms with no CRM utilized, using a fragmented approach for marketing
campaigns. Most healthcare organizations do not utilize a CRM platform.
The majority have their own private data warehouse because of privacy
and HIPPA regulations.
2. Problem: Understanding how to migrate all the current campaigns to
the new marketing automation platform. As well as creating an
integration with the marketing automation platform because the private
data warehouse does not have an “out-of-the-box” connection. Needed
to see and be able to report on full lifecycle from both platforms.
3. Solution: We utilized the API available to build a custom connection that
delivers data back and forth to allow full lifecycle reporting. Allowing holistic dashboards to be built that report from
initial inquiry to filling out a form to becoming a patient instead.

31. Use Cases: Insurance Brokerage
Goal: Sales and marketing alignment and greater visibility on analytics
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1. Situation: Implementing a full demand generation strategy using a marketing automation and CRM platform for a
sales and marketing team spread across 14 locations nationally. Creating an SLA for the marketing and sales
team alignment, defining the lifecycle stages and how someone should transition from one stage to the next.
2. Problem: The process of aligning marketing and sales
efforts in a holistic strategy. Implementing lifecycle
model and creating the ongoing nurture programs
to send personalized emails on a regular basis.
3. Solution: Fully aligned approach between sales and
marketing for their acquisition strategy. Marketing automation and CRM are synched allowing sales members full
insight on activities and engagement for a prospect or client. Allows marketing to see full lifecycle reporting to
know what programs and tactics are returning the most revenue.

32. Key Takeaways

33. Key Takeaways:
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1. Make sure sales and marketing team members are at the table and are
collaborating on all aspects. This should not be a single meeting, you should have
an iterative approach.
2. Create a common glossary to be used between your sales and marketing to allow
you to speak the same language.
3. When you demo a software make sure to be blunt with your prospective vendor
on your defined requirements. Make sure the vendor is able to walk you through
specific business needs within your demo.
4. Clearly define goals and how your will measure these goals prior to first program
launch.
5. Lock down your data input fields upfront to help set standards for data
normalization. This goes a long way for reporting long-term.

34. Questions?