4 STEPS TO ALIGN SALES & MARKETING FOR GREATER ROI (A Tested Approach)

WHAT’S AHEAD? THE STORY OF HOW WE… •  Boosted lead-to-opportunity conversion on PPC leads by 385%. •  Went from 4 to 65 user reviews in 10 days. •  Learned to spike marketing ROI around additional initiatives.

…AND HOW YOU CAN, TOO.

CHAPTER 1: THE GREAT ALIGNMENT ISSUE Because you will never get maximum marketing ROI if your marketing & sales teams are not aligned.

LET’S START FROM THE TOP.

•  Rarely ever is it the case that sales simply doesn’t want to help you with marketing initiatives….

THEY JUST HAVE A LOT ON THEIR PLATES.

SHOWING THEM WHAT MATTERS (WHAT TO DO NEXT) IS SIMPLE.

AND IT DOES THIS:

CHAPTER 2: THE REAL-LIFE EXAMPLE Based on an experiment we ran with PPC leads.

STEP 1: WE IDENTIFIED “WHAT MATTERS”

•  We know that when a lead comes in from one of our LinkedIn PPC campaigns, it has a high probability of turning into a sales opportunity.

•  Our marketing team focuses on opportunities.

•  So we needed to get our sales team more focused on LinkedIn leads.

STEP 2: WE BUILT A CAMPAIGN •  It was kind of like our own internal marketing campaign, only we were

marketing LinkedIn leads. •  We surrounded our team with it through these channels:

HERE’S WHAT THE CAMPAIGN LOOKED LIKE:

*Note: This was automated with our sales performance platform, but if you’re not a customer, you can still take away the point: Surround your team with the initiative you’re motivating.

•  Name: Keep ‘em Converting! •  Duration: 10 days •  Points:

•  100 points for following up with a lead from LinkedIn •  500 points for booking a demo with a lead from LinkedIn •  (Reps had to log either activity in Salesforce, our CRM, to have it

count.) •  Communications: We launched leaderboards on TVs in the office and in

Salesforce and updates via automated emails and mobile notifications to keep the campaign top of mind for the team.

AND AS A BONUS…

•  The campaign came with tons of recognition. Our VP of Sales

called out top performers in team meetings, and peers gave each other props for moving up the leaderboard.

•  On top of that, we offered one small bonus, announcing that we

would feature the person with the highest amount of points at the end of those 10 days on our blog.

RESULT: WE BOOSTED CONVERSION RATES ON THOSE LEADS BY 385%.

JUST FOR REFERENCE, THAT LOOKS LIKE THIS:

CHAPTER 3: THE 2ND REAL-LIFE EXAMPLE Based on an experiment we ran when creating the same sort of campaign around user-generated reviews.

THE CHALLENGE

•  G2 Crowd has rapidly become the trusted source of enterprise software reviews from real users.

•  Before this campaign, we only had 4 reviews.

#fail

SO WE BUILT THIS CAMPAIGN:

•  Name: Drive Those G2 Crowd Reviews •  Duration: 10 Days •  Points:

•  1 point per email sent to a customer asking for a G2 Crowd review

•  25 points per review submitted •  Communications: We launched leaderboards on TVs in the

office and in Salesforce and updates via automated emails and mobile notifications to keep the campaign top of mind for the team.

RESULT: WE WENT FROM 4 TO 65 REVIEWS IN 10 DAYS. *Today we have 85 reviews because our team made it habit to ask customers for them.

JUST FOR REFERENCE, THAT LOOKS LIKE THIS:

CHAPTER 4: THE POINT And what it means for you, of course.

IT ALL COMES DOWN TO THIS:

HOW YOU CAN GET MORE MARKETING ROI, TOO:

1.  Identify what matters 2.  Build a campaign around it

•  Name •  Duration •  Points •  Communication •  Potential bonus incentive (if needed)

3.  Place visibility around it 4.  Repeat if you need to, to help the behavior become habit for your team

GET MORE TESTED IDEAS FOR GREATER MARKETING ROI:

LEVELELEVEN.COM/MARKETING-ROI

THANKS FOR READING!