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The Changing Role of Marketing in Driving Sales Revenue

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Webinar on how to benefit from inbound marketing by providing more quality leads to increase revenues. Speakers Include the Director of Marketing at Maximizer and other inbound marketing professionals.

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The Changing Role of Marketing in Driving Sales Revenue

  1. 1. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM The Changing Role of Marketing in Driving Sales Revenue
  2. 2. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Justin King Digital Marketing Maximizer CRM Sandra Keen Director of Marketing Maximizer CRM
  3. 3. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Agenda • Why Outbound Marketing is Faltering • How Inbound Marketing Works • How to Monitor and Develop Relationships Along the Way
  4. 4. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Why Outbound Marketing is Faltering
  5. 5. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Spray and Pray • Mass Email • Advertising • Tradeshows • Telemarketing • Cold Calling • Press Releases
  6. 6. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Consumers Are In Control • Buyers are 67% to 90% of the way through the buying journey before they consider contact with a vendor • Many defer all contact until they’re ready to talk price • Consumers do A LOT of research
  7. 7. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM The Harsh Reality
  8. 8. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM How Inbound Marketing Works
  9. 9. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Inbound Marketing What Sales used to do: • Attract • Inform • Educate • Entertain • Establish long term relationship • Positions you as an expert • Paves the way for a buying conversation
  10. 10. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Driving Inbound Interest • Tools of the trade: • Whitepaper (learnings) • eBooks (how to apply the learnings) • Infographics (visual explanations) • Blogs (digestible info bites) • Webinars (live, interactive sessions) • SEO & Keywords • Social Media: LinkedIn, Twitter, Google+ • Nurture/drip programs (more answers along the journey)
  11. 11. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Buyer’s Perspective on Content • 80% of decision makers prefer to get information through articles than ads • 82% of consumers like reading content from brands when it is relevant) • 61% of consumers feel better about a company that delivers custom content and are more likely to buy • 78% feel organizations that deliver tailored communications are interested in building good relationships with them
  12. 12. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Deliver Value • Produce content that informs, educates, and engages potential customers • Position your organization as a subject matter expert that knows the marketplace, understands customers’ needs, and has a solution that addresses them
  13. 13. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Tip • Start by creating a buyer’s journey – outline the research process your target audience goes through from awareness and consideration to decision • Create a content map outlining the information required at each stage • Tailor fit content to the target audience • Before you start, make sure everyone in the company is committed to an inbound strategy
  14. 14. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Get Sales Involved • Sales can support content creation • Frequently asked questions will tell you what information prospects and customers are in need of and find valuable • Develop and host webinars • Create “how to” blog posts • Introduce you to happy customers for case studies • Participate on social media
  15. 15. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM How to Monitor and Develop Relationships Along the Way
  16. 16. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Start With The Right Tools • Marketing automation solution • Customer Relationship Management (CRM) software
  17. 17. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Marketing Automation • Time the flow of content to match your buyer’s journey • See what content prospects and customers are most interested in • Fine tune your communication based on results
  18. 18. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM The Importance of Nurturing Leads Offer additional content based on their buyer’s journey stage Whitepaper eBook Webinar Reviews Online Demo Free Trial User Guide Awareness Interest Consideration Decision Blog
  19. 19. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Scoring Leads • Score is based on criteria you define • Visit website = 5 points • Download a whitepaper = 10 points • Register for a webinar = 10 points • Watch an online demo = 30 points • Request pricing = 50 points (MQL/SQL)
  20. 20. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM The Value of CRM • The data stored in your CRM system is critical for prospect and customer analysis • Provides prospect intelligence to Sales (lead score, behaviour/activities) • Data analysis: • which leads have the highest conversion rate to opportunities and closed deals • which leads generate the most revenue • which leads get rejected by Sales for further qualification The bottom line – significantly increased sales productivity
  21. 21. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Linking Marketing Automation and CRM • Capture as much relevant information in your CRM as possible • This gives sales deep context around the prospect’s needs before they engage in conversation • Allows marketing to re-engage and gather insight into prospect behaviour
  22. 22. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Setting Lead Targets What is your company’s revenue target? Identify key historical stats: • Average deal size • Number of deals needed to achieve revenue goal • Conversion rates • Number of Sales Opportunities required • Number of Marketing Qualified Leads generated (MQLs)
  23. 23. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Establish Your Lead Targets • Revenue target = $1 Million • Average deal size = $10K • # of deals needed to achieve revenue goal = $1m / $10K = 100 • Historical Sales Opportunities conversion rate = 1 in 5 • # of Sales Opps needed = 100 x 5 = 500 • Historical Marketing Qualified Lead (MQL) conversion rate = 1 in 10 • # of MQLs needed = 500 x 10 = 5,000
  24. 24. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Moving to an Inbound Strategy • Develop a Buyer’s Journey • Establish a Content Map • Set up Marketing Automation – scoring, nurture workflows • Integrate with a CRM system – data repository, insight, feedback loop, metrics Return on inbound = double that of outbound
  25. 25. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Ebook: 5 Rules of Marketing to Increase Sales Learn how to drive revenue by exploiting the synergy between Sales and Marketing http://bit.ly/1ump3Kz
  26. 26. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Coming up: Whitepaper: The Business Case for Inbound: Sales Transformation and Financial Benefits Learn how to create a sustainable lead flow, increase lead qualify, reduce sales cycles and cement your position as an expert
  27. 27. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Subscribe to our blog • Resources • Sales best practices • Marketing advice • Business technology www.maximizer.com/blog www.max.com.uk/resources
  28. 28. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Questions
  29. 29. © 2015 Maximizer Services Inc.WWW.MAXIMIZER.COM Thank You North America info@maximizer.com 1-800-804-6299 Twitter: @MaximizerCRM UK, Europe, Middle East & Africa info@max.co.uk 44-845-555-9955 Twitter: @Maximizer_CRM Asia, Australia & New Zealand info@maximizer.com 1-800-804-6299

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