Lead Nurturing and Scoringwith Act-On and SugarCRM

December 16, 2014

This event is being recorded. It will be posted on the W-Systems blog and a link included in our

next monthly newsletter

www.w-systems.com/blog

• What is marketing automation?• Company Background• The Leads Marketing Process• The Nurture Process

– Act-On Lead Nurture Tools

• Lead Scoring– How does lead scoring help sales

• How we use it• Q&A

Agenda

• Email marketing is only one of many tools a marketer works with

• Marketing automation attempts to bring all the tools a marketer needs into one combined platform to share data

Marketing Automation vs Email Marketing

Email Marketing

Website Visitor Tracking

Webinar Management Social Media

Website Forms Capture

Non Email Marketing

Marketing Automation: Vendor Timeline

• Initial focus on big enterprise• Product group becomes more accessible

and affordable with time

• Founded in 2008 initially backed by Cisco and WebEx

• Headquartered in Beaverton, Oregon

• 2nd Fastest growing marketing automation company on the 2014 Inc 500/5000 list

• Frost & Sullivan Marketing 2014 Automation Company of the year

• Top 10 Most evaluation marketing automation company (TrustRadius)

Act-On Background

• CRM Implementation since 1996• SugarCRM Elite Partner• Act-On Platinum Implementation

partner since 2011• Focus on SugarCRM integration

and custom API development• Read the W-Systems case study at

– https://www.act-on.com/casestudy/w-systems

W-Systems Background

Act-On

AP

I

Any Other SystemAPISugarCRM

AP

I

SugarCRM

Leads Marketing Process

• From the point of lead capture to lead conversion there is typically a costly communication gap

• Marketing automation tools allow marketing to stay engaged and can compensate for sales inefficiencies with a nurture process

• Email Broadcasting• Website Lead Capture

Forms• Website Visitor Tracking• Website Asset Download

Tracking• Social Media Post

Tracking• Webinar automation

(Webex & GotoMeeting)• Automated Programs

Act-On Marketing Automation

• Act-On Lead Nurturing Tools– Tight integration with

SugarCRM – Automated Sequential

Campaigns– Triggered emails and

campaigns

Act-On Lead Nurturing

Act-On Lead Nurturing Example

Whitepaper Download

Confirmation Email with link

to asset

Recorded webinar on same topic

eBook on similar topic

Corresponding Infographic

• Track leads engagement with your digital content

• Assign scores based on lead demographics and job titles

• View detailed lead behavior in SugarCRM

Act-On Lead Scoring

Act-On Lead Scoring Example

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 SugarCRM 4

Visitor clicked on company's Jobs web page. -5

Act-On In SugarCRM

Act-On W-Systems Lead Capture Forms

• Quickly place lead capture form on web pages

• Instant post to SugarCRM

• Control over post submit message sequence

Act-On W-Systems Nurture Program

• Provide long term messaging (12 months)

• Reengage dormant leads

• Be there when CRM project is re-activated

Host: Christian Wettre

Email: cwettre@w-systems.com

Phone: +1 201 574 0377

Questions & Answers

Want to learn more? Email me for a detailed demonstration or fill in our demo request form athttp://www.w-systems.com/products/act-on-marketing-automation/