Nurturing the Customer Lifecycle

Jeff Linton, Act-On Software

#DRI2014MA

Jeff Linton – National Partner Sales Manager

Core responsibilities include: Partner and Channel development Sales process improvement Customer and field based activities Facilitate the growth of Act-On

Linton’s goal:

Building strong relationships by listening to customers and developing a strategic partnership between marketing and sales.

Fact: 2006 Selling Power Magazines “Sales Rep of the Year.”

Agenda

•  About Act-On Software •  Nurture: Customer Lifecycle •  SugarCRM Integration

Our Mission

To DELIGHT

SMALL MARKETING TEAMS with BIG ambitions!

Act-On Marketing Automation

PRACTICAL AFFORDABLE POWERFUL INTEGRATED

Clear Leader for Small Marketing Teams The vendors were more strongly differentiated for

buyers evaluating platforms for small marketing teams, as the evaluation revealed two leaders…

Only private company in Leaders for Enterprise “Act-On does an admirable job delivering functionality for nearly every criterion in our evaluation”

Act-On is the only Leader for both Enterprise and SMB

Key Considerations for Lifecycle Marketing Reporting

How well is our product and brand known in the

market? Are we able to capitalize on initial attraction to start new relationships?

Are we able to hold onto the customer?

Generate upsells and referrals?

How effective are we in convincing the prospects to consider buying from product category? Our product?

Are we able to convince the lead to buy our

offering over competition?

CONVERT

EX

PAN

D

Attract: Content & Social Marketing

•  How many people are visiting our site?

•  How attractive is our content?

•  How popular is our brand?

Metrics that Matter

People visiting, Bounce rate

Social media followers, shares

Number of new articles, press releases, events

Google ranking, search volume for brand

BOTTOM LINE: Increase visibility and share-of-audience with more appealing content and brand

Key metrics at: Reports> Website Visitors

Capture: Targeted Offers, Calls to Action

•  How many content consumers became known prospects?

•  What calls to action are most effective? With what audiences?

•  What channels are most effective?

Metrics that Matter

Conversion rate on calls to action

(Ad) Cost per click, Investment $, Form fills

Known visitors, Number of new prospects

Increase known prospects in the funnel

Key metrics at: Reports> Forms & Media Reports

BOTTOM LINE:

Nurture: Segment, Score, Automate

•  How many Marketing Qualified Leads?

•  What automated programs are most effective?

•  What’s driving lead scores up?

Metrics that Matter Number of new leads, Number of Reopened leads Number of Marketing Qualified Leads (MQLs), Cost per MQL

Open rate, CTR of automated programs

Number of Leads by lead scores

More prospects qualified to buy

Key metrics at: Dashboards for “Automated Programs” Reports > Revenue Impact

BOTTOM LINE:

Convert: Tipping the deal

•  How many Sales Qualified Leads?

•  What campaigns and lead sources are most effective at closing?

•  How fast are the leads closing?

Metrics that Matter Number of Sales Qualified Leads (SQLs) Velocity from Lead to SQL, SQL to Win

Campaign/Channel ROI

Cost per SQL, Cost per new customer

BOTTOM LINE: More leads and customers at less cost. Higher quality leads convert more.

Key metrics at: Reports> Revenue Impact Report

Expand: Customer Marketing

•  How successful are we in upselling to customers?

•  What customer marketing campaigns and programs are most effective?

•  How is the customer loyalty trending?

BOTTOM LINE: More revenue from existing customers

Metrics that Matter

Upsell as % of Total

Open rate, CTR of customer campaigns

Churn rate

Loyalty metric (example: Net Promoter Score)

Key metrics at: Dashboards for “Automated Programs” and “Email Campaigns”

Putting it Together: Marketing KPI’s

BOTTOM LINE: What impact is Marketing making on Revenue?

Key metrics at: Reports> Marketing Funnels

Q1'14 Apr'14 May'14 Jun'14 Q2'14Number  of  new  leadsNumber  of  new  SQL'sNumber  of  new  business  wins

Leads  to  SQL  %SQL  to  new  Sale  %Lead  to  new  Sale  %

New  sales  $  (Marketing)New  sales  $  (All)

Natively Integrated with

Advocates Customers

Qualified Leads Known Prospects

Anonymous Visitors

End-to-End Lead-to-Revenue Management

Thank You

www.act-on.com | @actonsoftware jeff.linton@act-on.com | @jeffreylinton