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Alderbest Solutions and ZapStitch Present
Why your lead conversion is not meeting
the results you expected!
What we will be talking about:
1. Why your lead conversion does not work at full potential in the absence of
Marketing Automation?
2. How and why to involve Marketing for better performance in the lead
conversion?
3. Simple changes you can make to optimize your lead conversion by connecting
Marketing Automation and CRM systems.
Key Take Away
• An example of a workflow.
•When sales and marketing activities are aligned,
and the technology integrated, productivity and
performance improve.
Your Presenter
What are we looking at?Customer Relationship Management and Marketing Automation are strategies.
The technology is the enabler.
• The principles, practices, and guidelines that an organization follows when interacting with its customers.• Using Data and Intelligence to make informed sales and marketing decisions• Using features to enhance productivity and optimize processes
• CRM features include workflow automation• Marketing Automation features include IFTT engagement
• Enhanced Engagement. Increased revenue
The Standard Environment
CRMEmail
Marketing
1. Manual sharing of data2. “Standard” Integrations3. “Native” Integrations
Standard Integration Native Integration
Add or Update of Contact Campaign Integration
Add or Remove from List Action/Activity Sharing
Subscribe or Unsubscribe
A Typical Workflow
New Record
• Lead Registers on website• New record created in CRM and
EMS
Engage
• Sales Engages• Interested Y/N
Propose
• If ‘Yes’ Sales continue to prospect• If ‘No’ Marketing nurtures through
!ChallengesUltimately onus is on sales
What To Strive Towards• Bridging the gap between Sales and Marketing to improve
visibility and results through more relevant, timely and interesting nurturing efforts based on intelligence.
A Possible Use Scenario
Upsert Record
Sales Engages
Marketing Automatio
n
Sales Follow Up
Field update and outcome based triggers
Creating or updating records
More Specifically…• A Software company with the goal of conducting a
demo
Lead Created
Lead Status Options:- Open- Attempted to
Contact- Contacted- Demo Booked- Qualified- Nurture
Possible Marketing Automation:
Company information. Encourage dialogue
Product information, video etc.
Case Studies. Newsletters. ‘Value Add’ materials
*Note; use additional criteria for
more relevant materials
Continual 1-2-1 engagement through multiple channels
Ongoing notifications to internal users
How Sales Benefits From Marketing Automation
• Relevant and helpful information being shared with prospect• More records being touched than they can interact with on a 1-2-1 basis• Automated notifications if a prospect opts back in to the sales process
• Knowing which marketing has elicited action• Having additional data to leverage• Prioritizing outreach based on fact
• Reduced prospecting time• Less time in ‘education’ phase and more direct route to value proposition
• Increased Lead Conversion
Your Presenter:Rakesh Pathak , ZapStitch
How to use Marketing Automation & Sales CRM effectively
Nurtured Leads
LeadsVisitors
Opports
SALsMQLs
MQLs
$$
Kung-Fu Mountain Bike Store
Shifu [Owner]
Po [Marketing] Tigress [Sales]
Image Courtesy: Google Image & dailygames
Marketing Automation
Sales CRM
MQLs
Data Transformation
Sales’ Problems:• Import Data: 1 hr daily• Stale & bad MQLs: Lost Sales
Marketing’s Problems:• Export data: 1 hr daily• Performance (ROI) & Feedback
Owner’s Problems:• Revenue Loss • Poor coordination btw Marketing & Sales teams
A Story …
Opports
SALsMQLs
Tigress [Sales]
Nurtured Leads
LeadsVisitors
MQLs
$$+$
Kung-Fu Mountain Bike Store
Shifu [Owner]
Po [Marketing]
Image Courtesy: Google Image & dailygames
Marketing Automation
Sales CRM
Auto Lead Transfer & Data Transformation
Oogway [Master]
MQLs
Bidirectional Sync:RECYCLE Leads, Feedback
Data Integration Software
Shifu does his Math: ROI of Data Integration
Benefits from Data Integration
Value ($) Monthly
Save Time: 2 hours daily 2 hrs*30 days* $35/hr = $2,100
Save Lost Sales: 1 per day 1 * 30 days * $200 = $6,000
Optimal Resource utilization
Profit increase (say, $2,000)
Better coordination btw teams
+
Fast, & auto-sync +
Total Benefits $10,000 + (assume)Value
$10,000
Cost $500
COST: DI Software Purchase Cost = $500/mo (assume)
ROI: 10,000/500 = 20X
Quick Demo: Marketo & Zoho Integration
Data Integration Platform
Quick Demo: Marketo & Zoho Integration
Quick Demo: Marketo & Zoho Integration
Tips to select your DI software
1. Understand your specific requirements
2. Do your Math (ROI)
3. Key selection criteria for a DI software: Easy to use (self-help) Automatic sync scheduler Multiple apps Integration 24*7 Customer Support
Questions??We will take as many as we can!
Michael TrowPresident,
Alderbest Solutions
@mike_trow
Visit here to get 15 minutes free
consultation
Rakesh PathakProduct Manager, ZapStitch
@Rakeshkrpathak
E-mail Rakesh to learn more on Integration
