This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to: - Increase of over 50% in the total value of opportunities generated - Reduce lead qualification cost by 50% - Cut the time between lead generation and initial contact by more than 90% As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management. This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.

1. USING MARKETING AUTOMATION TO
BOOST REVENUE & REDUCE MARKETING COST

2. • Acquisio?
• The Acquisio Case Study
• Challenges
• Solutions
• Results
• Take Away
• What to expect
• Best Practices
Agenda

3. • Founder Webfin.com
• Founder DisnatDirect
• Founder Emovendo
• Director Marketing at Acquisio
Alexandre who?
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier

4. About Acquisio
• +250 Agency clients
• +20 Countries
• +100 Employees
• +4000 Users
• +9500 Brands
• Venture backed ($17M)
• #46 on 2011 Deloitte Fast 50
• Offices in Montréal,
London & Seattle

5. Acquisio Platform
The leading
platform to buy,
track, manage,
optimize and
report on media
across all major
Search, Social and
Display networks.

6. CHALLENGES

7. All leads were sent to sales

8. Lead processing was very long

9. SOLUTIONS

10. • Creating and documenting a complete lead management
process
• Designing and implementing a lead scoring model and
nurturing program
• Automating and templating the lead capture process
Solutions

11. Lead Management Process

12. Lead Scoring

13. Lead Scoring Threshold Matrix

14. Lead Nurturing

15. Nurturing Email Samples

16. Lead Processing Template

17. RESULTS

18. • Increase of over 50% in the total value of opportunities
generated
• Reduce lead qualification cost by 50%
• Cut the time between lead generation and initial contact by
more than 90%
ROI

19. 2011 Revenue Cycle Analysis
6049585156 11511461
45% 19%63%19%

20. TAKE AWAY

21. • Lead Management Optimization is a journey, not an overnight
quick fix
• Need to be supported by both Sales & Marketing Executives
• Current processes and responsibilities will change
• Sales team will need to be trained on the new process and
provide feedback
• New content will need to be developed
What to Expect

22. • Before starting, map your current processes, identify dead-
ends & fix them
• Start small with a simple nurturing program and a simple lead
scoring model
• Iterate based on sales feedback
• Communicate frequently to sales and train them on the
nurturing program
• Make sure you have an SDR position, someone who qualifies
marketing leads
Best Practices

23. Questions?
apelletier@acquisio.com
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier