the value of marketing automation in the marketing to sales continuum

www.act-on.com | @ActOnSoftware

Atri ChatterjeeCMO, Act-On Software

The Value of Marketing Automation in the Marketing to Sales Continuum


Agenda

• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up & Questions


The Usual Conundrum

3

Sales wants all “leads” fast Marketing hits the “more”

button

Sales doesn’t follow up Marketing: “Why no followup?”

Sales: The “leads” are no good Marketing:

Wasted effort, poor performance, bitterness,

despairReference: Sirius Decisions

www.act-on.com | @ActOnSoftware 4

What Typically Happens

Inquiries

Marketing Qualified Leads

Sales Qualified Leads

Close417 inquiries to

close 1 deal417 inquiries to

close 1 deal

Sales AcceptanceSales Acceptance

Marketing and Tele QualificationMarketing and Tele Qualification

InquiryInquiry

80%No nurture/qualification

100%Sales accepts

everything/nothing

3% - ??Inefficient use of sales resources

SQL10% - ??

Poor pipeline dynamics

Sales QualificationSales Qualification

CloseClose

Sales QualificationSales Qualification

Marketing QualificationMarketing Qualification

InquiryInquiry

OutboundOutboundInboundInbound

Teleprospecting Qualified Leads (TQLs)

Teleprospecting Qualified Leads (TQLs)

Teleprospecting Accepted Leads (TALs)Teleprospecting Accepted Leads (TALs)

Sales Generated Leads (SGLs)

Sales Generated Leads (SGLs)

Sales AcceptedLeads (SALs)

Sales AcceptedLeads (SALs)

Automation Qualified Leads (AQLs)Automation Qualified Leads (AQLs)

Teleprospecting Generated Leads (TGLs)

Teleprospecting Generated Leads (TGLs)

Sales Qualified Leads (SQLs) Sales Qualified Leads (SQLs)

Won BusinessWon Business

Reference: Sirius Decisions


Agenda



Change the Process & the Results

Marketing ResponsibilitySales Responsibility

Campaigns, Content, Programs, SLAs, Measurement & Results

Joint Effort


Acquisition Programs

• Build Database• Permission-based list acquisition• Data capture

• Attract Attention• Tell the story• Links, videos, and images

• Content Strategies• Blog, website, social media• Right target receiving relevant and engaging content

Gather prospect information where ever possible


Develop & Deploy Great Content

• Develop• Partner & co-sponsor with industry thought leaders• Capture emergent trends/topics• Repurpose content

• Deploy• Promote in multiple channels• Website, social media, email• Insist on a call to action

Create a hub of compelling and contemporary content – reuse as appropriate


Nurture Before You Sell

• Coordinated Campaigns• Editorial Calendar – compelling content and events• Share your story – easy to embrace and understand• Sales and Marketing – same coordinated story

• Scoring• Segmentation and nurturing based on actions • Who gets what based on what they have done

• Feedback• “Know” how they are finding you• Constant iteration to keep content fresh• Take advantage of repurposing content

Organizations that nurture leads see lead generation ROI of 138% versus 78% for those that don’t

Source: Marketing Sherpa


Deliberate Approach to Scoring

Email Marketing• Clicked on message• More points for specific

messages• Do not assign score for:• “Email sent” – no action taken

on their part• “Opens”

Web Visits• How many pages did they visit?• Which pages did they visit:

Contact Us and/or Pricing vs Support?

• How often do they visit the site?• Where did they come from?• Download whitepaper or other

media?

Webinars • Attendees vs. Non-Attendees• Who visited registration page but

didn’t submit

Forms• Submitted /viewed form• How did they respond to the

questions?• Is the data they provided valid?• Do they fit your target audience?

Pay-Per-Click• Which keywords perform the

best?• What is my cost per click?• Where did they come from?

Physical Activities• Attended a trade show / physical

event?• Which mailing lists performed

the best?• Which print advertising generates

leads?

#AOWEB

Act-On Customer Rapid Notify had 50% increase in opportunity creation and 20% increase in close rate after implementing scoring


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


Setting Up Scoring


Agenda



The Art of the Handoff

• Lead definitions (what is a lead?)• Timeframe & responsibility• Criteria for acceptance & rejection• Routing of leads (who gets what?)• Well defined service level agreements (SLAs)


Using Scores to Prioritize Leads


CRM Integration – Hot Leads to Sales


Ensuring Success

• Focus• Keep SLAs clear and brief (minimize nuances and exceptions)

• Evolve• Adjust based on performance metrics, data and feedback

• Enforce• Those bound by SLAs must be held responsible • Visibility into key performance metrics for each function• Agreement between leaders on how to manage

• Own• Marketing and sales operations usually own maintenance• Marketing and sales leaders sign and communicate contents

17

Automation helps track & measure performance


Agenda


www.act-on.com | @ActOnSoftware 19

Start by Keeping it Simple…

Function Key Metrics

All • Waterfall conversion rates

Marketing • Lead volume/quality adherence

Telesales• Accept/reject/disqualify/promote timeframes• Disqualify reasons (adherence and lead quality)

Sales• Accept/reject/disqualify/promote timeframes• Disqualify reasons (adherence)

Truly successful decision making relies on a balance between deliberate and instinctive thinking.

Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005


From Leads to Revenue… Close the Loop

• Complete campaign reports to measure leads & opportunities

• Detailed reports groups campaign by campaign type

• Integrate Opportunity and Closed data from SFA

New Leads

Leads Convertedto Opportunities

Opportunitiesto Revenue

Campaign Performanceby Campaign Type


Agenda

• The Situation Today• Strategically Tackling the Funnel • Sales Handoff• Measurement & Feedback• Wrap-up and Questions


Marketing Automation for the Customer Lifecycle

NAMESLEADSMQL

LEADSSQL

OPPORTUNITIES CUSTOMERS

ACQUISITIONPROGRAMS

NURTURING PROGRAMS

MARKETING TOSALES HANDOFF

CUSTOMER RETENTIONCAMPAIGNS

SocialWebinarsWhitepapers

STAG

ESAC

TIVI

TIES

SYST

EMS

Salesforce AutomationSupport

CRM


About Act-On

• Our Company• Founded in 2008 by founders of Responsys and Webex• 140+ employees today in Oregon & California

• Our Technology• Designed from the ground up for small marketing teams• Simple, powerful and easy to integrate• 3rd generation SaaS platform built to scale

• Our Customers• 1,400+ and growing across all major vertical industries• From Progressive Insurance and Cisco to many companies

you probably don’t recognize


Questions…

• Contact me: [email protected]• Call: 1 (877) 530-1555 or email us: [email protected]• Twitter: @actonsoftware

mailto:[email protected]

mailto:[email protected]

the value of marketing automation in the marketing to sales continuum

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