Delivering Leads That Close

www.act-on.com | @ActOnSoftware | #ActOnSW

Delivering leads that close


Have a question?


Today’s presenters

Judy LoganDirector, Customer & Partner Marketing

Jesse HellerDirector, Marketing

John MerticISV Alliances Manager


Today’s topics

• Crossing the Sales & Marketing Chasm

• Case Study: How FayeBSG delivers better leads

• Delivering better leads for your organization


Sales

Traditional Marketing and Sales

Marketing


Real results are all that matter


New world, new metrics

Visitors

Leads

Cost Per Lead (CPL)

Pipeline Contribution

Pipeline Velocity

REVENUE

Must measure revenue contribution!


AdvocatesCustomers

Qualified Leads

Automate lead-to-revenue

Inbound Marketing

Marketing Automation CRM Customer

SuccessCustomer Advocacy

Engagement Platform for Complete End-to-End Customer Lifecycle

Known ProspectsAnonymous Visitors


New imperative: Sales & Marketing alignment


Poll: How aligned are your Sales and Marketing teams?

• We’re completely in sync• We rarely speak• We talk a lot, but it could be better• It’s complicated


Lack of alignment is a business problem

8%Number of B to B companies who say that they have tight alignment--Forrester Research 92%

Which means that most companies do not have tight alignment


Crossing the chasm


Delivering leads that close makes YOU the sales team’s trusted ally


Case study: FayeBSG


Before Act-On + Sugar

• We had a marketing automation tool, but… We didn’t have an end-to-end lead management system

Didn’t communicate well with our CRM, Sugar Couldn’t efficiently capture leads to be actionable by Sales Couldn’t nurture cold leads, or track communications and

activities of our existing contacts and customers No ability to identify the hottest prospects


Now, we capture leads, provide intelligence

• Act-On website visitor tracking provides a trail

• Act-On forms capture lead contact information

• Lead data pushed from Act-On into Sugar

• All lead activity goes with the lead contact information

• My sales team has full access and visibility in Sugar


Score leads to prioritize

Automatically give points to leads based on behaviors or profile attributes


Sales visibility into their leads (hot prospects)


Sales visibility into their leads (timeline view)


Nurture, then score


Example of nurture program

• Segmented by industry• Advertising & Specialty

• Triggered by engagement with other campaigns

• Act-On did the rest• Email notification when target

became a lead

• Passed to Sugar when engagement criteria are met


Doing more, without adding staff

• Sales enablement and efficiency• They have information where they need it—in Sugar• Can prioritize leads based on behaviors & actions

• Website now a lead management engine• Inbound leads captured, appropriate action taken

• Campaigns professionally done• Easy to use, no need for agency or dedicated

creative services team


AdvocatesCustomers

Qualified LeadsKnown Prospects

Anonymous Visitors

FayeBSG: lead-to-revenue system


Result: happy & productive Sales people

“Since we added Act-On to Sugar, I am now able to quickly and easily access a wealth of marketing information in a single snapshot. The more in sync I am about how a potential customer is interacting with our web site and our company marketing initiatives, the better prepared I am to have a meaningful, relevant conversation.”

-- Joshua Estes, FayeBSG Account Executive


Interested in learning more or scheduling a demo…

MY DETAILS

Jesse Direct: 818-280-4820

Jesse Direct: 818-280-4820

[email protected]@fayebsg.com


Questions?

Judy LoganDirector, Customer & Partner Marketing

Jesse HellerDirector, Marketing

John MerticISV Alliances Manager