Email & Mobile Theatre; SALES AND MARKETING... BFFs?

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TFM&A

Technologie Business

SALES AND MARKETING...
BFFs?
Alexandre Papillaud
EMEA Marketing Operations Manager

March 13, 2012

Contact

@apapillaud

https://discover.secureforms.mcafee.com

2

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to Alignment

Lead Lead Sales
Scoring Nurturing Enablement

• Wrap Up

…but not only
ATM POINT-OF-SALE MOBILE NETWORK/TELECO

MANUFACTURING MEDICAL DEVICE PRINTER USB

5

Sales and Marketing Alignment
• B2B Buying process has changed…

Sales Cycle Length Competition Risk Comparison

• B2B Marketing Role has changed…

• System Alignment

8

Lead Scoring - Objectives

• Agreed definition with Sales

• Agreed definition with Marketing peers

• Improve quality

10

Lead Scoring – PreRequirements

• Identify your Buyer Persona

• Define your reward thresholds

11

Lead Nurturing

Image Crédit: BlueBird

14

Lead Nurturing - Objectives

• Keep contact with a prospect or a customer doesn’t
matter where they are in the sales cycle

• Identify a clear area of interest

• Give as much as possible to Sales

• Benchmark your campaigns and assets

15

Lead Nurturing - PreRequirements

• Assets Housekeeping

• Assets Ranking

• Message broadcasted

16

Lead Nurturing - Implementation

1. Setup your emails

2. Write your decision tree

3. Monitor

17

Sales Enablement
Involve them into discussion
(e.g Lead Scoring)

Give them the tools

Prospect Profiler Eloqua Engage
19

Agenda

• McAfee…Antivirus and beyond

• Importance of Sales and Marketing Alignment

• 3 Keys to alignement

Lead Lead Sales
Scoring Nurturing Enablement

• Wrap Up

Email & Mobile Theatre; SALES AND MARKETING... BFFs?

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