how to accounting to your sales funnel with marketing automation

How to Accelerate your Sales Funnel with Marketing Automation

#AOWEB

Today’s Presenters

Shawn ElledgeFounder & CEO of DemandCon

Atri ChatterjeeCMO, Act-On Software

46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead

Marketing Automation Success

Importance of Marketing Automation

Sales Marketing Align Sales | Marketing | Customer Buying Process

Remove the Unknown for Sales Why is this a Lead

Removes the Complexity All-in-One

Marketing Bigger, Stronger, More Effective for Less

5 Steps to Increase Revenue Today

1. Develop Content

2. Keep Score

3. Align & Handoff

4. Intelligently Nurture

5. Measure, Refine &

Repeat

Content

Create a Content Plan

Solve Specific Issues

Who Gets What

Specific Content

Content Map

Keep Score

Custom to Meet your Needs

Profile Based

Behavior Based

B.A.N.T.

Example

• You're a small software company that sells patch management software.

• You have two offices, one in Asia and one in the US, but you aren't global yet.

• Your software isn't cheap, so you need prospects with reasonably large budgets.

Lead Scoring Example

Registration Question Excellent Prospect Okay Prospect Bad Prospect

Job Title IT Director 5 System Administrator

3 Sales Engineer -4

Location of Headquarters

United States 5 Hong Kong 4 Romania -5

Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2

Industry Information Technology

Services

5 Computer Software

4 Automotive -5

Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2

Implicit Online Behaviour Point Value

Visitor downloaded the How Do We Compare To Our Competition white paper 5

Visitor browsed  company website multiple times in the past 7 days. 5

Visitor downloaded the Evaluation Guide. 5

Visitor is already a lead in the sales system. 4

Visitor clicked on company's Jobs web page. -5

Align & Handoff

What is a Lead

MQL to SQL

Who Decides

The Goal

Automation Tools

Scoring | Qualification

Setting Triggers

The Funnel

• Top of funnel: Marketing

• Middle of funnel:

Lead qualification

• Bottom of funnel: Sales team

MQL

SQL

Sales prospects

Word of mouth

Marketing

Lead Qual

Sales

#AOWEB

Top Performing organizations outperformed everyone else by 2-3X in revenue growth and lead-to-sales conversion. These organizations are 3X more likely to use a Marketing Automation tool.

Gleanster Research - 2011

Intelligent Nurturing

Content Timing When

How Much

How Often

Progressively Profile

Progressive Forms (pre-fill)

Landing Pages - Email

Convert, track & report

Nurturing in Action

New leads• Further qualify prospects• Maintain prospect mindshare

Re-engage/Re-market• Reach back out to contacts that are “lost to

no decision”• Stay top of mind for when they’re ready to

make decision#AOWEB

Example: Re-Marketing Nurture

#AOWEB

Track all Activities

Measure effectiveness of email• Opens• Clicks• Opt-outs

Test multiple variables• Day / Time Sent• Subject Line• HTML vs Text

Measure

Measure, Refine & Repeat

Drip Marketing

Segmentation

Landing Pages

Webinars

Registration Forms

WebsiteContent

Next Steps

1. Draft a strategy

2. Start the dialogue within your organization

3. Start small – don’t get overwhelmed

4. Measure and refine

5. Continue to streamline processes with marketing automation

Getting Started

Sign up for a demo: actonsoftware.com

blog.actonsoftware.com

Can’t Wait?Call our hotline at: 1 (877) 530-1555

Email us: sales@act-on.net

Ready to Learn More?