If your leadership and sales teams are constantly at each other’s throats over census or occupancy development, it might be time to consider a solution to help automate lead qualification, take the tedium out of lead nurturing and improve reporting. This session is designed to help you align your smarketing (sales & marketing) process by using internet marketing effectively to reach your census goals.
2. • Gain Insight Into The 6 Smarketing Alignment Keys Imperative
For Effective On-line Lead Generation
• Discover The Hidden Benefits Of Sales & Marketing Alignment
• Explore The Essential Tools Of Smarketing Automation To Keep
Your Pipeline Full
FOCUS
4. Smar-ket-ing (noun): Strategic alignment between sales and marketing
teams for the ultimate impact and growth of an organization
“You aren’t
generating enough
quality leads!”“You aren’t working
my leads hard
enough!”
MARKETING TEAM:
SALES TEAM:
8. MEET YOUR 2015 CUSTOMER
• 60% of the buyer’s journey is complete before sales
gets the chance to form a relationship
• Currently 89% of consumers do an online search
before buying a product or service.
• 63% of all females and 73% of all males can’t go an
hour without checking their phone.
10. 45% of seniors use Facebook (alfa.org/news)
41% of patients said social media would affect their choice of a
specific hospital, medical facility or doctor
(2012 Google Compete Hospital Study)
59% of caregivers with internet access use online resources to
help them provide care and support for a family member
(Pew Research 2013)
52% of caregivers said online resources have helped them cope
with the stress of being a caregiver (Pew Research 2013)
FACTS
11. Brand name means almost nothing to consumers; it is rare
for them to search by a community name (Caring.com)
21% start their search via a directory or comparison
site (Caring.com)
23% visited the website of a senior living community (Caring.com)
29% went to the websites that came up in the search at the top
of the list (Caring.com)
FACTS
12. 90% of surveyed respondents who recalled reading online reviews
claimed that positive online reviews influenced buying decisions,
while 86% said buying decisions were influenced by negative
online reviews - Dimensional Research
An action exerted by a person or thing with such power on another
to cause change - wiktionary.org
Marketers who have prioritized blogging are 13x more likely to
enjoy positive ROI - 2014 State of Inbound Marketing
INFLUENCE
13. • Grow 5.4 points faster
than their less-aligned
counterparts when
compared with
businesses in the
same industry
• Close 38% more
proposals than
non-aligned
businesses
• Lose 36% fewer
customers to
competitors
Businesses that have the highest alignment with sales and marketing:
Source: MathMarketing
19. LEAD QUALIFICATION, SCORING & NURTURING
5
• Nurtured leads produce, on average, a 20% increase in
sales opportunities versus non-nurtured leads.
-DemandGen Report
• Companies that excel at lead nurturing generate 50%
more sales-ready leads at 33% lower cost.
-Forrester Research
25. • When companies use marketing automation software, they convert 53%
more leads into marketing qualified leads, and report revenue growth on
average 3.1% greater than companies which haven't implemented a
marketing automation platform yet.
• 63% of companies that are growing faster than their competitors use
marketing automation.
• Prevents leads from slipping through the cracks and getting picked up by
competitors.
• Shortens the sales cycle.
• Increases productivity; because sales has more and higher qualified leads,
they can spend more time with leads that matter; and less time with cold
prospecting.
• 78% of successful marketers state that marketing automation is most
responsible for increasing revenue contribution.
• Marketers who implement marketing automation software see their
contribution to the sales pipeline increase by an average of 10%.
Benefits of
Aligning
Marketing
& Sales
26. • Taking repetitive tasks out of marketers hands,
so they can work on other projects (36%)
• Better targeting their prospects and
existing customers (30%)
• Improving customer experience (10%)
• Better email marketing (9%)
• Reduction of human error (8%)
• Lead management (4%)
• Multichannel marketing (3%)
Redeye and TFM&A Insights
Benefits
27. Inbound
Outbound
What is the cost?
Inbound Marketing costs 62%
less per lead than traditional
marketing.
Traditional Marketing
Average cost/lead: $373
29. • Integrates the marketing & sales functions together
• Provides easy mobile access for sales reps
• Allows sales reps to focus on closing, and automated marketing to
focus on nurturing
• Provides clear, easy-to-follow dashboards for reporting
• Allows you to deliver the right content, at the right time in the right
channel to your customers and prospects
• Companies that utilize a CRM system can increase sales by 29%
A Marketing
& Sales
Platform
30. • Does it seamlessly integrate with your existing CRM?
• How easy is it to create assets for my marketing programs and
make changes to them (emails, landing pages, etc.)? Do I need
to know HTML or CSS? What about for mobile optimization?
• Does it include a CRM? Or will I have to look at an
integration process with the CRM I have?
• How easy is it to measure the effectiveness of your
marketing -- and quickly act on it?
• When you have issues, how easy is it for anyone on your
team to get support?
Choosing
Marketing
Platforms