lead nurturing and lead scoring with act-on and sugarcrm
TRANSCRIPT
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Lead Nurturing and Scoringwith Act-On and SugarCRM
December 16, 2014
This event is being recorded. It will be posted on the W-Systems blog and a link included in our
next monthly newsletter
www.w-systems.com/blog
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• What is marketing automation?• Company Background• The Leads Marketing Process• The Nurture Process
– Act-On Lead Nurture Tools
• Lead Scoring– How does lead scoring help sales
• How we use it• Q&A
Agenda
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• Email marketing is only one of many tools a marketer works with
• Marketing automation attempts to bring all the tools a marketer needs into one combined platform to share data
Marketing Automation vs Email Marketing
Email Marketing
Website Visitor Tracking
Webinar Management Social Media
Website Forms Capture
Non Email Marketing
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Marketing Automation: Vendor Timeline
• Initial focus on big enterprise• Product group becomes more accessible
and affordable with time
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• Founded in 2008 initially backed by Cisco and WebEx
• Headquartered in Beaverton, Oregon
• 2nd Fastest growing marketing automation company on the 2014 Inc 500/5000 list
• Frost & Sullivan Marketing 2014 Automation Company of the year
• Top 10 Most evaluation marketing automation company (TrustRadius)
Act-On Background
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• CRM Implementation since 1996• SugarCRM Elite Partner• Act-On Platinum Implementation
partner since 2011• Focus on SugarCRM integration
and custom API development• Read the W-Systems case study at
– https://www.act-on.com/casestudy/w-systems
W-Systems Background
Act-On
AP
I
Any Other SystemAPISugarCRM
AP
I
SugarCRM
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Leads Marketing Process
• From the point of lead capture to lead conversion there is typically a costly communication gap
• Marketing automation tools allow marketing to stay engaged and can compensate for sales inefficiencies with a nurture process
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• Email Broadcasting• Website Lead Capture
Forms• Website Visitor Tracking• Website Asset Download
Tracking• Social Media Post
Tracking• Webinar automation
(Webex & GotoMeeting)• Automated Programs
Act-On Marketing Automation
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• Act-On Lead Nurturing Tools– Tight integration with
SugarCRM – Automated Sequential
Campaigns– Triggered emails and
campaigns
Act-On Lead Nurturing
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Act-On Lead Nurturing Example
Whitepaper Download
Confirmation Email with link
to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
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• Track leads engagement with your digital content
• Assign scores based on lead demographics and job titles
• View detailed lead behavior in SugarCRM
Act-On Lead Scoring
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Act-On Lead Scoring Example
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 SugarCRM 4
Visitor clicked on company's Jobs web page. -5
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Act-On In SugarCRM
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Act-On W-Systems Lead Capture Forms
• Quickly place lead capture form on web pages
• Instant post to SugarCRM
• Control over post submit message sequence
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Act-On W-Systems Nurture Program
• Provide long term messaging (12 months)
• Reengage dormant leads
• Be there when CRM project is re-activated
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Host: Christian Wettre
Email: [email protected]
Phone: +1 201 574 0377
Questions & Answers
Want to learn more? Email me for a detailed demonstration or fill in our demo request form athttp://www.w-systems.com/products/act-on-marketing-automation/