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Your Company’s Central Nervous System
CRM
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CRM + MarkeCng AutomaCon?
3
CRM
• Email MarkeCng • Landing Pages • Lead Scoring • Buying Personas • Dynamic Content • Website Tracking • Social Media • AnalyCcs & ROI • + More!
Why MarkeCng AutomaCon?
Today’s modern consumer is 2/3 through their research before they’re even willing to talk to you.
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Research PaWerns
The TradiConal Sales Funnel
Sales Responsibility
MarkeCng Responsibility
The Leaky Funnel
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The New Sales & MarkeCng Funnel
Sales Responsibility
MarkeCng Responsibility
Big Brother is Watching
A JavaScript snippet is placed on each page of your website and automaCcally tracks and scores how users interact with your website, content, and media.
<script type='text/javascript'> /* <![CDATA[ */ var tocplus = {"visibility_show":"show","visibility_hide":"hide","width":"100%"}; /* ]]> */ </script><script type='text/javascript' src='hWp://www.pardot.com/wp-‐content/plugins/table-‐of-‐contents-‐plus/front.js?ver=1308'></script><script> jQuery(document).ready(funcCon() { var currentItem = 0; var numberOfItems = jQuery('.tabbable .home .whaCs .nav.nav-‐tabs li').length; var infiniteLoop = setInterval(funcCon(){ if ( currentItem == 0 ) { currentItem = 2; } else if ( currentItem == 2 ) { currentItem = 1; } else { currentItem = 0;; } jQuery('.tabbable .resources .nav-‐tabs > li a').eq(currentItem).tab('show'); }, 5000); jQuery('.tabbable .resources .nav-‐tabs > li a').hover( funcCon(){ clearInterval(infiniteLoop); } ); var maxHeight = -‐1; jQuery('.tab-‐pane').each(funcCon() { maxHeight = maxHeight > jQuery(this).height() ? maxHeight : jQuery(this).height(); }); jQuery('.tab-‐pane').each(funcCon() { jQuery(this).height(maxHeight); }); }); </script>
Understanding Digital Body Language
Behavioral Informa.on
Demographic Informa.on
Product Usage
Visited web pages Company locaCon Product line
Played videos Company size Data usage
Downloaded material
Job Ctle # of licenses
Webinar registraCon Company revenue # of products sold
Requested demo Industry Time since last use
Scoring Threshold
Lead Score 0-‐30 31-‐69 70-‐100
Lead Status New Lead Contacted
MQL
SAL Working
SQL Qualified
Unqualified
Ownership MarkeCng Inside Sales Sales Rep
Send Relevant Content to the Right Person
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Create Dynamic Content
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Nurturing with CondiConal Logic
CRM Transparency
Lifecycle & MarkeCng ROI ReporCng
MarkeCng & Sales Alignment
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NOT: A Magic Switch
NOT: An Easy BuWon
NOT: Batch & Blaster
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The Players CRM: • Salesforce (costs starCng at $25/user/month – FREE trial!) • Zoho (free ediCon, paid accounts starCng at $12/user/month) • MS Dynamics (starCng at $65/user/month) • Oracle (starCng at $100/user/month) Marke.ng Automa.on PlaEorms: • Marketo (starCng at $895/month) • Pardot (starCng at $1000/month) • Eloqua (starCng at $2000/month) Combined CRM & Marke.ng Automa.on PlaEorms: • Infusionso~ (starCng at $299/month) • Hubspot (starCng at $800/month) NOTE: these are base prices that are subject to change.
Don’t Boil the Ocean
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Workshop: Scoring Threshold
Lead Score 0-‐30 31-‐69 70-‐100
Ownership MarkeCng Inside Sales Sales Rep
Workshop: Lead Scoring
AMribute Value Score Notes Visited Web Page Demo Page +15 Has form Pricing Page +10 Company Page +5
AMribute Value Score Notes Job Title CEO, CFO, CxO +15 Use contains VP, President +10 Manager, Coordinator +5 Exact Match
Workshop: Lead Stages
New
MarkeCng Qualified
Nurturing
Sales Accepted
Qualified
Won
Workshop: List SegmentaCons
• CompeGtors • Prospects (not a paying client) • Clients by product/service
Workshop: Lead Nurturing Campaigns
• Users in a free trial • Users with a lead score less than 50 • InacGve prospects (no recent acGvity)
Contact HomeStretch MarkeCng for Salesforce, Marketo and Pardot consulCng,
implementaCon and training services.
866-‐330-‐8263 homestretchmktg.com
Presented at the BMA Connect2EducaCon B2B MarkeCng Workshop on November 20, 2014 by Jen Stretch.
