maximize the roi of your marketing automation

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Maximize the ROI of your Marketing Automation


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@scribesoftAgenda

• Why your Marketing Automation and CRM need to get along

• Key areas of focus

• Best practices for a successful integration

• Real world example presented by Jonaz Kumlander, Doidea Sweden

• Recap and wrap-up

• Q&A


@scribesoftPresenters

Jonaz KumlanderSales & Marketing DirectorDoidea

Robert-Jan MaasISV Channel Manager EMEAScribe Software


@scribesoftWhy your Marketing Automation and CRM need to get along

• Customer data exists in more places than ever before.

• One version of the truth

• Businesses have specific rules that they must adhere to.

• Connecting your Marketing Automation and CRM tends to bring out the best of each application.

• Promotes a complete view of business critical lead/customer information.


@scribesoftCustomer touch point challenge


@scribesoftEnable Personalization• Bring extended personal information from CRM/other data

sources into MA

Send Sally a email with a kitten instead of a puppy since we know she has cats

• Bring abandoned cart / product purchase data from ecommerce to MA

Send Sally an email that says Welcome Back versus Welcome knowing she has purchased before


@scribesoftEnable segmentation• Bring customer demographic data from CRM or other data

sources to MA

Because we know Sally is a Gold Member, we offer her a 15% discount instead of the standard 10% everyone else gets in the email

• Bring order detail data from ERP to MA

Since Sally has spent over $5,000 this year she is targeted in an Elite Customer program managed by our Marketing system


@scribesoftEnable action• Bring qualified leads from MA to CRM

Only once Sally has viewed 2 videos and visited the Pricing page, her Lead record will be send to CRM

• Bring email tracking data from MA to CRM

Sales can time their follow up call to Sally based upon seeing when she opened the email marketing sent her


@scribesoftClose the loop on marketing ROI• Bring closed opportunities in CRM to MA (tied to lead source or

campaign)

Allows Marketing to include Sally in their reporting as a converted Lead to a paying customer

• Bring campaign cost data from ERP to MA

Track Sally’s purchase amount against the total amount of the Campaign Cost


@scribesoft

• Before beginning any project, make sure you have a plan

• The data is the most important component in any integration project.

• Appoint a project owner that will manage the full design and implementation

• Make sure you allocate sufficient resources for the project

• Get full buy in from the business leaders and users

Key areas of focus


@scribesoftBest practices for a successful integration• Start with your software provider(CRM/MA Reseller).

• Phase the project so that you can deliver benefits quickly and often.

• Balance the deployment so that you do not over allocate time, effort, resources and investments.

• Provide continuous motivation and feedback. Accept it in return!


@scribesoftThe Customer in a real world example

• IT Consultant and outsourcing partner in Sweden

• Focusing on the SMB market

• Franchise business model

• Central Marketing and Local Sales

• One central Marketing organization

• Sales are organized by region (ca 40)

• Using HubSpot as MA and Microsoft Dynamics CRM as CRM


@scribesoftChallenges & goals

• Central marketing generate leads

• Complex handling leads from marketing to local offices

• Manual handover of leads by email with manual feedback

• Leads wasn’t entered into CRM in all cases

• Leads wasn’t always acted on

• If leads couldn’t be handled by the regional sales and was left without action

• No detailed feedback of revenue fro leads from Sales to Marketing


@scribesoftSolution

• One Marketing Automation solution

• Integration between HubSpot and Microsoft Dynamics CRM

• Definition of SQL (Sales Qualified Leads) was created

• Both leads, contacts, opportunity and lead intelligence is synced

• Closed loop reporting

• Sales only use one system, CRM

• Marketing uses HubSpot as main Marketing platform


@scribesoftSolutionCRM

Nurture with MA

LeadFind right sales rep

SQLUsing MA

and LIOppurtunity

Sales close

Customer

What is working?

Marketing Automation


@scribesoftAchievements to date

• No leads fall in between

• Sales has access to lead intelligence and gets a higher closing rate

• Sales can decide whether MA should continue to support or not during sales

• Marketing learns what action drives real revenue in the organization

• Sales only need to learn one system, CRM

• Marketing drives revenue


@scribesoft

CRM Marketing Automation

Marketing Communication

Data Services

Industry Software

ERP

Enhancing the Customer Lifecycle Through Integration


@scribesoft

About Scribe Software• Customer data integration solutions since 1995• Established global company• Cloud, premise, hybrid• Award-winning solutions

• Scribe Online• Scribe Insight

• 12,000 customers and 1,200 partners

http://www.scribesoft.com/Customers


@scribesoft

About Doidea• CRM since 2004 and Marketing Automation

since 2008• Established company with customers in EMEA• Inbound Marketing, CRM and Integration

specialists• Customers in IT, Telecom, Finance and retail


@scribesoft

Jonaz KumlanderSales & Marketing [email protected]+46 8410 30510

Robert-Jan MaasISV Channel ManagerScribe Software [email protected]+31 7082 00579

ScribeSoft

Scribe-Software

ScribeSoft

@ScribeEMEA

mailto:[email protected]




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