Case Studies in B2B Marketing Excellence

Marketing Automation & Microsoft CRM Integration

Online Workshop February 16, 2012

About SalesFUSION Enterprise marketing automation platform Microsoft ISV Partner since February, 2009 130+ Live integrations with MS CRM Support 4.0 & 2011 Focus on advance nurture marketing & lead to sales process Powerful solution with all of the features b2b marketers need Deep integration to Dynamics CRM (4.0 & 2011)

110% client focused

Dedicated client services

Unlimited training

Today’s Session B2B Marketing in 2012 The importance of integrating Marketing & Sales Challenges you will face in marketing to sales integration Opportunities for performance improvement Case studies LexJet – Pete Petersen, CIO Baxa – Jason Schleweis– Interactive Marketing Manager Managed Maintenance – Patricia McLoughlin, Marketing

Manager Lessons learned

B2B Marketing trends that are here to stay

• Marketers must master multi-dimensional channels• B2B marketing is driven by content (web, social, webinar,

email)• Integration of marketing/sales processes• Adopt integrated social media strategy• Adopt integrated nurture strategies that tie in sales to the

process• Lead scoring is rapidly becoming a foundational technology…

not a nice to have• Sales and marketing alignment is a broken process that must

be fixed by technology and process improvement

How the web has changed how we market

• Center of your marketing universe – 90%+ of buyers are evaluating vendors on the web before they speak to the vendor• All channels lead to it• Social• PPC• Online ads• Email • SEO

• All prospective buyers end up on it at some point• We often have little or no insight into the visitors to our website and how to use this information in sales.

Some of the biggest challenges you will face as a b2b marketer in 2012 and beyond

• Developing multi-dimensional content• Mastering how, when and where to use this content• Understanding the role of content in lead

generation• Mastering how content drives nurture marketing• Mastering how to use content on the web• Interpreting and using the massive amounts of new

data• Aligning marketing and sales goals,

technology and process….

Importance of integrating marketing & sales technolgy The web has reduced sales cycle times Prospects are talking to you before sales knows it Competitive nature has changed and increased Companies that integrate marketing to sales

perform better from a revenue standpoint

LEADS

MARKETING QUALIFIED

LEADS

SALES ACCEPTED

LEADS

SALES QUALIFIED

LEADS

CLOSED / WON

Customers

Sales Opportunities

Known Demand for Products and

Services

Unknown Demand for Products and

Services

Gleanster – Report on benefits of integrated marketing and CRM solutions

Measure campaign ROI on prospecting campaigns

Targeting new prospects or markets

Personalize messaging to marketing identified leads

Forecast sales cycle-time

Forecast sales close ratio

Measure Customer Lifetime Value

Personalize cross-selling and up-selling campaigns

No ability to make data driven decisions

Consistently make data

driven decisions1 2 3 4 5 6 7

8 9 10

TP EE

TP5.6

EE3.5

TP6.1

EE2.5

TP8.0

EE5.3

TP9.4

EE7.2

TP9.6

EE7.4

TP6.0

EE2.3

TP7.8

EE4.4

Top Performers Everyone Else

Lack of funnel visibility

Please rate your ability to make data driven decisions on the following areas:

What kind of information are top-performing companies integrating?

Event Attendance

Webinar Attendance

Landing Page Click Throughs

Data Augmentation

Landing Page Visits

Content Downloads

Email Campaign History

Email Click-Throughs

Website Page Visits

0% 10% 20% 30% 40% 50% 60% 70% 80%

5%

4%

12%

22%

34%

25%

32%

33%

56%

28%

34%

43%

49%

56%

58%

63%

67%

73%

Top Performers Everyone Else

Web Analytics Tracking Code in Marketing Automation Google Analytics Both

Email Marketing 4 out of 5 Use Pre-Built Integration

Marketing Automation 100% Use Pre-Built Integration

Where are the integration points for top performers?

6 out of 10 Top Performing Organizations configure

Real-Time Sales Alerts for Sales Reps

By RegionBy AccountBy Page Visit

Treat Your Reps like Your Marketing Prospects Relevant, Timely Information is Key

The importance of a lead alerting process

Contact/Account level alerts

• Controlled by lead scoring• Managed by lead assignment

rules (from CRM?)• Leads on a silver platter for

sales• Beware of overkill – throttle

the alerts accordingly

How do we use the data in a practical way for b2b?

4 Key technologies needed to make you a top performing company

• Website visitor tracking• Nurture marketing • Lead scoring• Lead routing

Real-world case studies of b2b marketing integration to Dynamics CRM

Common themes you will hear…. Integrating sales was a priority Visibility to ALL marketing

information in CRM Collaboration amongst

marketing and sales Agree on the process Track results though to

opportunities

Case Studies in b2b marketing to crm integration

Pete Petersen, CIO: Delivering results for LexJet Corporation since 2003 Pete is the Chief Information Officer for LexJet Corporation, a leader in the wide-format inkjet printing industry. As a member of LexJet’s leadership team, Pete is primarily responsible for aligning technology with LexJet’s overall business objectives.

Pete oversees a seamless sales and distribution system that provides LexJet account specialists with a paperless customer management, order fulfillment and invoicing system. Pete’s responsibilities include both short-term and long-term sales, marketing and overall business strategy as well as the execution of digital marketing efforts, e-Commerce conversion and lead generation.

Case Studies in b2b marketing to crm integration

About LexJet LexJet markets and sells professional-grade, wide-format inkjet printing equipment and supplies that have helped more than 20,000 small printing, imaging, and sign businesses adapt to changing markets and develop new sources of revenues.

Issues LexJet was facing No visibility of marketing campaign data in CRM Limited in the amount and type of campaigns they could run Supporting over 50 inside sales reps Could not provide meaningful marketing insight to sales at the

right time

Case Studies in b2b marketing to crm integration

LexJet selected SalesFUSION 360 and its deep integration to Dynamics CRM to support their marketing & demand generation initiatives.

LexJet leverages the powerful and inherent nurture marketing capabilities to deliver campaigns more efficiently and effectively.

Support a 4500-location account with national and local campaigns driven through the SalesFUSION marketing platform.

Have real-time lead intelligence delivered to the desktop of every salesperson on their team which helps focus their time and selling energy on near-term, high-value prospects.

Discovering new opportunities

Identifying new opportunities with CRM integration

Discovered 750 new people in database interested in a new solution

Allow sales to identify new sales prospects more quickly Creates forms in a matter of minutes to capture lead info

and get it into CRM Lead intelligence is delivered to the desktop of the sales

team Use scoring profiles to identify the “hottest” leads first Follow up more quickly on leads Build the pipeline faster

Benefits of Integrated MA softwareAnd CRM

How we use the MA software to its fullest extent

Reduced costs of campaign production Deliver vital and timely lead intelligence to sales Build pipeline faster Reduce time to roll out campaigns from days/weeks to

hours/minutes Increased lead conversion due to web tracking solution (web

forensics)

Case Study in Marketing & SalesIntegration

Jason Schleweis – Interactive Marketing Manager

Jason is responsible for all electronic marketing initiatives at Baxa Corporation, including the management of their social media, webinar series, lead management, email deployment, Sales Portal and Apple iPad use throughout the Sales and Marketing organizations.  Jason is certified in social media through the Online Marketing Institute, is a certified project manager through PMLG, and acts as current web master for the Business Marketing Association, Colorado Chapter. He has a bachelor’s degree in Business Administration and Marketing from Central Michigan University.

Case Study

Baxa Corporation was founded in 1975 with a mission to develop innovative products of superior quality for hospital pharmacies nationwide. More than 30 years later, the Baxa name is synonymous with practical fluid-delivery solutions for both the pharmacy and nursing environments.

Issues Baxa Was Facing

Multiple point solutions for marketing Marketing data residing in multiple repositories Impossible to get a clear picture of all marketing channels No integration of marketing information to CRM

Case Studies in b2b marketing to CRM integration – Marketing & Sales Collaborating for success!

To address the issues, Baxa integrated SalesFUSION 360 with Microsoft Dynamics CRM 4.0.

After Implementing SalesFUSION for Dynamics CRM

Leveraging true marketing automation capabilities Integrated campaigns and visibility across all channels Sales is alerted to prospect activity in near real-time Sales has vital information about marketing response data

inside CRM Marketing and sales are collaborating at a much higher level

Benefits of integrating Marketing &Sales in CRM

Marketing & Sales Collaboration - Why was this important?

Fixing Sales & Marketing misalignment Re-building trust between marketing and sales Give sales the information they need when they need it most Marketing & Sales work as an collaborative team

Question for Jason – “What advice would you give to a marketing manager in getting buy in from sales on implementing an integrated lead management program like the one you’ve installed?”

Tangible Results

Visibility equates to results – in both sales and marketing

6% increase in qualified leads form last trade show – How did marketing automation help?

52% more samples requested/fulfilled from 2011 (using SalesFUSION) over 2010 (without SalesFUSION) – How did marketing automation help?

Elimination of low performing campaigns Improved relationship with marketing and sales.

CRM Integration & Nurture Marketing Campaigns

Using a non-integrated marketing automation solution

Higher expense of using a system that doesn’t speak to CRM

Lack of visibility of campaigns Difficult to automate campaigns based on CRM data Difficulty in setting up automated campaigns Sales and Marketing not on the same page Labor intensive campaign execution

CRM Integration & Nurture Marketing Campaigns

Automated a lead to sales process

SalesFUSION = fully automated nurture campaigns that speak to CRM

Set it and forget it technology – “Can you explain how you use campaign automation?”

100% visibility into the flow of leads from marketing to sales Sales has ability to send HTML template emails from within

CRM Sales has visibility into all marketing response behavior at

the lead/contact entities in CRM

CRM Integration & Nurture Marketing Campaigns

Benefits of automating lead to sales processes

Improved lead conversion – because sales has better information about the lead history

More leads with equal or less spend – campaign automation allows you to do more with less

Lead reaction time reduced – using sales lead alerts the time to follow up is shorter and more impactful

Eliminating marketing waste – visibility into low-performing campaigns helps re-allocate marketing dollars.

CRM Integration & Nurture Marketing Campaigns

Advice for integrating a lead to sales process

Get sales involved in the process early Make sure sales understands where to find data in CRM Make sure there is a plan for lead follow up

What does this look like in CRM?

Real-time view into web activity native in CRM Web activity is displayed at the lead/contact/account levels to all

users Information can be drilled down to the individual level Page views and TOS(Time on Site)

What does this look like in CRM?

Marketing intelligence dashboard Displays all marketing interactions from the lead/contact level Web browsing, email, forms, scoring summaries….etc.

Generate Leads

Capture Leads

Route Leads

Track Sales Opportunit

ies

Revenue Analysis

• Email Marketing• Nurture Marketing• Social Media• Online/Offline

Marketing

• Landing Pages

• Web visitor tracking

• Lead Scoring • Lead Routing• Real time

alerts

• Feedback loop from CRM to FUSION CRM

• Dashboards• Linked to

CRM oppt.• Real-time

analytics• Campaign

spend analysis

What does SalesFUSION Offer?

Focused 100% on integrating Marketing and CRM Clients are raving fans of hands-on service Most aggressive pricing in market 30-day Live Trial Pre-integrated to more CRM systems than any other vendors

in our space

Thank you! Q&A Visit our online resource center PDF Materials & Video will be available White paper – Gleanster Report on Integrated CRM Visit our online resource center

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