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How to Accelerate your Sales Funnel with Marketing Automation
#AOWEB
Today’s Presenters
Shawn ElledgeFounder & CEO of DemandCon
Atri ChatterjeeCMO, Act-On Software
46% Increase | Annual Revenue 26% Increase | Lead Conversions 25% Decrease | Cost Per Lead
Marketing Automation Success
Importance of Marketing Automation
Sales Marketing Align Sales | Marketing | Customer Buying Process
Remove the Unknown for Sales Why is this a Lead
Removes the Complexity All-in-One
Marketing Bigger, Stronger, More Effective for Less
5 Steps to Increase Revenue Today
1. Develop Content
2. Keep Score
3. Align & Handoff
4. Intelligently Nurture
5. Measure, Refine &
Repeat
Content
Create a Content Plan
Solve Specific Issues
Who Gets What
Specific Content
Content Map
Keep Score
Custom to Meet your Needs
Profile Based
Behavior Based
B.A.N.T.
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
Align & Handoff
What is a Lead
MQL to SQL
Who Decides
The Goal
Automation Tools
Scoring | Qualification
Setting Triggers
The Funnel
• Top of funnel: Marketing
• Middle of funnel:
Lead qualification
• Bottom of funnel: Sales team
MQL
SQL
Sales prospects
Word of mouth
Marketing
Lead Qual
Sales
#AOWEB
Top Performing organizations outperformed everyone else by 2-3X in revenue growth and lead-to-sales conversion. These organizations are 3X more likely to use a Marketing Automation tool.
Gleanster Research - 2011
Intelligent Nurturing
Content Timing When
How Much
How Often
Progressively Profile
Progressive Forms (pre-fill)
Landing Pages - Email
Convert, track & report
Nurturing in Action
New leads• Further qualify prospects• Maintain prospect mindshare
Re-engage/Re-market• Reach back out to contacts that are “lost to
no decision”• Stay top of mind for when they’re ready to
make decision#AOWEB
Example: Re-Marketing Nurture
#AOWEB
Track all Activities
Measure effectiveness of email• Opens• Clicks• Opt-outs
Test multiple variables• Day / Time Sent• Subject Line• HTML vs Text
Measure
Measure, Refine & Repeat
Drip Marketing
Segmentation
Landing Pages
Webinars
Registration Forms
WebsiteContent
Next Steps
1. Draft a strategy
2. Start the dialogue within your organization
3. Start small – don’t get overwhelmed
4. Measure and refine
5. Continue to streamline processes with marketing automation
Getting Started
Sign up for a demo: actonsoftware.com
blog.actonsoftware.com
Can’t Wait?Call our hotline at: 1 (877) 530-1555
Email us: [email protected]
Ready to Learn More?
