Closing Loop Marketing Sales Bernie Borges

Closing the Loop Between Marketing and Sales

September 8, 2008

Copyright 2008 Find and Convert2

Bernie Borges Background

20 + years marketing experience Enterprise Software & Internet Industries Since 2002 Providing:

• Internet Marketing Strategies• Search Engine Optimization• Pay per Click Advertising Management• Visitor Conversion Strategies• Social Media Marketing Strategies

Help clients drive sales opportunities through the web.


B2B B2C Geographic Sales Coverage Roles/Titles Experience w/Internet Marketing Company Size

Audience Poll


Marketing Tee’s up Sales for Success Sales Produces Revenue

Role of Marketing Basics


Online Marketing• Organic SEO

• Paid Search

• Social Media

• Webcasts/Email Offline Marketing

• Direct Mail

• Print Advertising

• Events

• PR

Types of Marketing


Developing, implementing, managing and measuring marketing plans that have a tangible result on the business.

Closing Loop Between Marketing & Sales


Relationship Strategy Best Practices Measurement

Closing Loop Pillars


Relationship Pillar

Exec. Mgmt. Marketing Sales Finance/IT

Align with company vision/strategy

Identify target markets, set promotion strategy

Develop sales model, recruit, manage, measure

Set up manage financial systems & budgets


Align w/Stakeholders Understand Strengths/Weaknesses Clarity of Messaging Define “A” & “B” Opportunities Understand Behavior of Target Market Listen to Customers/Online Community Allocate Resources Wisely Think “small”

Strategy Pillar

Long Tail


Eat Lunch w/Stakeholders Know Competition Inside & Out Know Industry Thought Leaders Produce Lots of Content Test, Measure, Revise Don’t Be Afraid To:

• Experiment

• Fail

Best Practices Pillar


Measurement Goals/Criteria• Sales

• Leads

• “Buzz”

• Traffic

• Brand Improvement

• Cost per ….

Measurement Strategies Pillar


Measurement Strategies

Traffic Buzz Brand Leads SalesReferring sites Viral growth of

contentIncreased awareness

Forms filled requesting info

Revenue increases

Keywords “you’re everywhere”

factor

Sales staff feedback

Live chat session requests

Sales cycles shorten

Unique/Repeat Visitors

Increased size of groups, followers, RSS subscribers,

etc.

Invitations to write, speak, interview, etc.

Downloads Competitive threats weaken

Pages visited Industry thought leaders write

about you

Track company name mentions in

media

Cost per lead Market share grows

Bounce rates Speaking opportunities

increase

Track company name searches in

web analytics

Employment applications

increase

Media coverage increases

CRM Integration


Measurement Strategies

$1 $100 $1,000Manual Hubspot Eloqua

Calculate SEO/SEM costs

Search Marketing analytics

Manage multi-channel campaigns

Calculate Social Media costs

CRM tracking to Salesforce.com

Score and profile leads, screen before

passing to sales

Vendor fees, click fees, free tools

Measure sales per keyword, referral

source, tie to marketing events, etc.

Track campaign results all the way to closure

Apply known conversion rates and stakeholder agreed

assumptions

Call tracking: toll free and local phone numbers tied to

keywords & landing pages

Real time synchronization of

marketing data with CRM system

100% Manual & Subjective

Reasonable level of automated tools with

some manual tracking

High level of automated tools


Understand Cost of Sales Do More or Less of Something Experiment More Re-Allocate Budget/Resources Create More Content Stay Aligned w/Stakeholders

Turning Information Into Action


Case Studies:

Marketing Results Actions

SEO Increased traffic More content

Press Releases Increased traffic Maximize frequency

Lead Lander Track page views Sales follow up

Google Analytics Track keywords Prioritize keywords


Case Studies:


SEO Increased traffic Industry specific content

Capterra Qualified leads Maintain budget

Hubspot Track source of leads & keywords

Reinvest in select keywords

Webcasts TBD Based on industry topics w/success history


Case Studies:


Direct Mail 137 leads, $223 cost/lead, 25% higher than planned, 20 sales

Re-allocated marketing more to one product

PURL Lead Capture

Exact tracking of lead


Case Studies:


SEO & PPC SEO Increased traffic: one recent sale (accelerated)

More content, link building

Tradeshows

Affiliates

Email Marketing

Direct Mail

Google Analytics Track keywords Recognize brand improvement


Case Studies:


SEO & PPC Increased traffic/leads

More content, link building, PPC

Print Advertising Perceived to drive website traffic

Maintain, seek to measure better

Tradeshows Qualified sales leads

Maintain select shows

Hubspot (new) Aim to increase tracking

Seek to allocate budget based on better metrics


Case Studies:



Robust sales pipeline

Alignment w/CEO, VP Sales, CFO

More content, link building, PPC

Seek to tie metrics together better

Seek to allocate budget based on better metrics

Direct Mail

Print/Banner Advertising

Tradeshows

Email Marketing


Case Studies:


SEO Tripled

traffic/leads

Keyword visibility into Salesforce.com

Social media traffic tripled

Selected Hubspot for single-point management

Studying buyer patterns (new category)

Creating more content

Refining keyword strategy

PPC

Email Marketing

Webinars

Content Marketing-Best Practices-Training Content


Case Studies:



Better able to measure source of leads

More content, link building

Maintain print advert.

Re-allocate budget based on lead metrics

Print Advertising

Direct Mail

Telemarketing

Lead Lander


Case Studies:


Case Studies:


Case Studies:


Webinars Standardized marketing processes

Doubled # marketing campaigns

Reduced campaign execution time 50%

More campaign planning w/alignment

Improved sales execution

Tradeshows

Other Tactics…

Eloqua


Relationships w/Stakeholders• Build, sustain, reinforce

Strategy• Set, check often, experiment

Best Practices• Test, measure, revise

Measurement• Agree on criteria

Closing the Loop Summary


Which Marketing V.P. is Closing the Loop?


Bernie Borges Contact [email protected] Emailhttp://www.findandconvert.com/blog/ Bloghttp://profile.to/bernieborges/ Facebookhttp://twitter.com/berniebay Twitterhttp://www.linkedin.com/in/bernieborges LinkedIn

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Closing Loop Marketing Sales Bernie Borges