SlideShare una empresa de Scribd logo
1 de 28
Descargar para leer sin conexión
From clicks to clients – Optimizing the lead to sales process




RECYCLING YOUR MARKETING COLLATERAL TO BOOST LEAD GENERATION


                   Friday, April 22, 2011
                   Session Start Time – 1PM EST
Session agenda

• A note on the link between eMarketing and Green Marketing
• The flow of marketing collateral
• Types of marketing collateral for Recycling
• New ways of publishing and syndicating collateral


Live example of social publishing – paste a link to your site or a
blog in the Chat window!
eMarkeitng is Green Marketing

• Email marketing versus direct mail
• Digital collateral versus print

Tips to becoming a better “green marketer”

1. Use direct mail sparingly – email first, mail second
2. Use thumb-drives as collateral at trade shows
3. Use collaboration tools such as SharePoint instead of printing

SalesFUSION will donate $1 per attendee to Arbor Day
RECYCLING CONTENT
Collateral – what is fair game for recycling?


 •   Product data sheets
 •   Sales presentations
 •   Past webinar presentations
 •   Case studies
 •   White papers
 •   Analyst & research documents
 •   Press releases
 •   Blog posts
 •   Trade show presentations
The workflow of marketing collateral




Marketing Cloud   Landing Page   Website/Resource Center   CRM/Sales Process   Deal Close




  • Publish….capture….nurture
  • Click to purchase – usually not a straight line
  • From click to purchase – time is measure in weeks/months
  • Not a one to one relationship – typically many to many
Right message – leverage your testimonials & case studies

   Early-Stage Tactics
       Survey’s indicate the sooner you engage prospective buyers
       into communities of peers, the better.
       While there are moderate difference in tactic preference,
       peer enablement is the central theme.



   Middle-Stage Sources
      Along with peer preference in the middle buying stage is
      the decrease in search value and increase in vendor content needs.

   Late-Stage Sources
       Peers again! The stage analysis of sources indicates suppliers need
       to become publishers and thought leaders.



    Source: SiriusDecisions, B2B Buyers 2010 Survey from SiriusDecisions Summit
Content publishing – scenario 1 - PPC



                      A B




                                                   Hey Kids.. Can
                                                   you find the word
                                                   “HR or Human
                                                   Resources”
                                        Futility   anywhere on THIS
                                                   {NOT A LANDING}
                                                   page?
Publishing opportunities – Social Publishing Sites


Free Syndicated
Content/Social Business
Media

• Good for branding
• Thought leadership
• Use PDF with embedded
links
Publishing Scenario – Social Business Sites


Become an
expert/publisher

• Re-purpose white papers
• Post events
• Post PowerPoint
• Create valuable articles
• Be seen as industry expert
• SEO benefits
• It’s free
Publishing Scenario 3 – SlideShare
Part of business social media

Re-purpose PowerPoint presentations for lead gen and SEO
Publishing Scenario – LinkedIn

Part of business social media

• Information from other tools
such as Box.net, SlideShare,
Blogs available on public
profile.
• Re-use case studies, product
data sheets….etc
Publishing Scenario – LinkedIn Group Postings

Part of business social media

• Careful – rules of the road apply
• Post in news/discussions –
depending on group policy
• Leverage tracking URL’s
• Events, presentations, white papers
• Press releases – can also be shared
from free-press sites (1888 press
release; freepressrelease.com)
• Open groups (new) allow for
indexing of URL’s – contributes to
SEO
Using Tracking URL’s, Sharing Widgets and IttyBity

• The ONLY true measure of social
media posting effectiveness
• Understands where your traffic is
coming from to the post
• Allows for multiple postings to
single source (landing page)
Scribd

• Social media publishing
• Author searchable white papers,
articles and eBooks
• Tie to blog, LinkedIn, Twitter,
Facebook
• Indexed by google
IttyBitty – Social Publishing

• Publish any content from the
Marketing Automation platform
• PDF, Blog, Press, Articles
• Track traffic from sites
• IttyBitty – Indexed by Google
• Easy way to leverage social media
• Easy way to syndicate existing
content
• One component of an integrated
social media strategy
Steps to take to begin syndicating & recycling content

1.   Create a document and link inventory
2.   Update all materials (address, product names…etc.)
3.   Create a publishing matrix and plan
4.   Stagger your content syndication so that it is occurring frequently
5.   Link to your content sites
6.   Ensure new content is shared & published
7.   Create a mechanism for tracking traffic/leads from sources
BUILDING AN ONLINE RESOURCE CENTER
Tips for building an online resource center
• Resource centers provide a consistent
and trackable destination for leads from
all sources.
• Update frequently
• Clearly label the type of content
• Press releases don’t count
• Provide mixture of industry education
and product education
• Like a restaurant with great food….they
will come back
• Ensure you capture basic information
• Vary your lead capture forms based on
content - higher value = more questions
• Email the asset back to the lead using a
trigger – ensures accurate email
• Email when contents are updated
LEAD CAPTURE
Basic Rules of Lead Capture


• Simplicity – don’t clutter with flash,
images….etc
•Survey/form – above the fold and no
additional clicks to get to it
• Remove or understate extraneous links
(that’s for the “thank you page”)
• Only ask for what you need
• One to One relationship between
pages/ads
• Offer should be specific and compelling

“Download the white paper”
“Register for webinar”
“See a product demo”
Using Tracking URL’s, Sharing Widgets and IttyBity

• The ONLY true measure of social media
posting effectiveness
• Understands where your traffic is
coming from to the post
• Allows for multiple postings to single
source (landing page)
NURTURING LEADS – WHAT DO YOU DO WHEN YOU CATCH ONE?
Nurturing b2b leads

Key Questions you need to answer

•What initiates the nurture campaign?

•What is the offer of the campaign?
    •White Paper?
    •Free Trial?
    •Demo?
•What is the goal of the nurture campaign?
    •3 Months – 5 new opportunities – 1 closed deal
    •100 new leads per month?
    •$50,000 increase in pipeline value?
•What is the follow up plan?
    •Auto-responder?
    •Trigger email campaign?
    •Trigger Sales call?
    •Lead Scoring
Nurture campaign with a White Paper

Example of a “burst campaign”

• Email Campaign – Call to action – download from resource center
• Fulfill via return email (trigger)
• Publish on resource center – allows for more flexible posting in social
media
• Use as a first-wave campaign element for multi-asset campaign
      1. Send white paper
      2. 2-5 Business days – trigger product data sheet
      3. 3-5 Business days – trigger pdf of related powerpoint
      4. 1-2 Business days – trigger additional product data/demo….etc
Nurture Marketing Workflow
• All movement of data needs to be bi-directional
• Lead scoring acts as the traffic cop
• CRM feeds revenue/opportunity back to the EMM




                        Landing page                 Lead Scoring
                          complete
                                                                      A
                        Email - Fulfill
                           Item
                                          EMM                             CRM


                                                                B, C, D

                                                    Trigger
                                                    Campaigns
SalesFUSION solution for B2B Marketing & Sales
  Inbound /Outbound Campaigns enabled by
             SalesFUSION 360




Web Activity

                                           Integrated Marketing Platform & Sales Integration Solution
Blog/RSS




SEO/PPC                                     Campaign                           Lead Scoring                      Marketing to                       Sold Deals =
                                           Management                             Lead                              Sales                          Trackable ROI
                                                                               Management                        Integration
                                                                                                                   Engine
Online Ads
                                           inbound



Landing Pages
                                           outbound

PR

                                               Continuous Marketing To Leads
                                                                                                 Decision                       FUSION 360 CRM
Email                                                                                         Analytics Engine                  Sales Automation



Events                                                     Lead Nurturing


Social Media
Q&A – Do you want to give SF360 a try?

Question & Answer

 Copy of today’s materials
 PDF of today’s PPT
 Questions - Email to kevin.miller@salesfusion.com


 Learn about SalesFUSION
 Enterprise b2b marketing platform that you can afford!
 http://www.salesfusion.com




Thank you and good marketing!
The SalesFUSION Team

Más contenido relacionado

La actualidad más candente

Module six measurement final
Module six measurement finalModule six measurement final
Module six measurement finalLucy Sutton
 
Engage 2013 - SEM Optimization
Engage 2013 - SEM OptimizationEngage 2013 - SEM Optimization
Engage 2013 - SEM OptimizationWebtrends
 
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officers
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersStrategic roadmap for digital marketing an e-book-for-chief-marketing-officers
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersDung Tri
 
Seminar B2 C Give Your Marketing A Boost 2011 05 V04
Seminar   B2 C   Give Your Marketing A Boost   2011 05   V04Seminar   B2 C   Give Your Marketing A Boost   2011 05   V04
Seminar B2 C Give Your Marketing A Boost 2011 05 V04Business Link
 
Starting from Scratch: 10 Steps To Launch A Content Marketing Strategy
Starting from Scratch: 10 Steps To Launch A Content Marketing StrategyStarting from Scratch: 10 Steps To Launch A Content Marketing Strategy
Starting from Scratch: 10 Steps To Launch A Content Marketing StrategyG3 Communications
 
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...Motarme Limited
 
DohertyWhite New Frontiers Athlone Workshop August 2012
DohertyWhite New Frontiers Athlone Workshop August 2012DohertyWhite New Frontiers Athlone Workshop August 2012
DohertyWhite New Frontiers Athlone Workshop August 2012Motarme Limited
 
DohertyWhite Digital Marketing For Startups May 2012
DohertyWhite Digital Marketing For Startups May 2012DohertyWhite Digital Marketing For Startups May 2012
DohertyWhite Digital Marketing For Startups May 2012Motarme Limited
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentationbrzaaap
 
Digital Marketing for SMBs
Digital Marketing for SMBsDigital Marketing for SMBs
Digital Marketing for SMBsPrintFleet
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing termsIan Christie
 
How to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineHow to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineMarqui CMS
 
The New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceThe New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceAcquia
 

La actualidad más candente (15)

Module six measurement final
Module six measurement finalModule six measurement final
Module six measurement final
 
Engage 2013 - SEM Optimization
Engage 2013 - SEM OptimizationEngage 2013 - SEM Optimization
Engage 2013 - SEM Optimization
 
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officers
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officersStrategic roadmap for digital marketing an e-book-for-chief-marketing-officers
Strategic roadmap for digital marketing an e-book-for-chief-marketing-officers
 
Seminar B2 C Give Your Marketing A Boost 2011 05 V04
Seminar   B2 C   Give Your Marketing A Boost   2011 05   V04Seminar   B2 C   Give Your Marketing A Boost   2011 05   V04
Seminar B2 C Give Your Marketing A Boost 2011 05 V04
 
Starting from Scratch: 10 Steps To Launch A Content Marketing Strategy
Starting from Scratch: 10 Steps To Launch A Content Marketing StrategyStarting from Scratch: 10 Steps To Launch A Content Marketing Strategy
Starting from Scratch: 10 Steps To Launch A Content Marketing Strategy
 
SEO for Ecommerce Guide
SEO for Ecommerce GuideSEO for Ecommerce Guide
SEO for Ecommerce Guide
 
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...
DohertyWhite - Introduction to Digital Marketing - ProfitNet Letterkenny July...
 
DohertyWhite New Frontiers Athlone Workshop August 2012
DohertyWhite New Frontiers Athlone Workshop August 2012DohertyWhite New Frontiers Athlone Workshop August 2012
DohertyWhite New Frontiers Athlone Workshop August 2012
 
DohertyWhite Digital Marketing For Startups May 2012
DohertyWhite Digital Marketing For Startups May 2012DohertyWhite Digital Marketing For Startups May 2012
DohertyWhite Digital Marketing For Startups May 2012
 
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 PresentationIbm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
Ibm Internet Marketing Rational Think Thursday August 13 Comma 2009 Presentation
 
Digital Marketing for SMBs
Digital Marketing for SMBsDigital Marketing for SMBs
Digital Marketing for SMBs
 
B2B Marketing Strategy
B2B Marketing StrategyB2B Marketing Strategy
B2B Marketing Strategy
 
A glossary of modern marketing terms
A glossary of modern marketing termsA glossary of modern marketing terms
A glossary of modern marketing terms
 
How to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation MachineHow to Turn Your Website into a Demand Generation Machine
How to Turn Your Website into a Demand Generation Machine
 
The New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer ExperienceThe New Requirements for Building a Modern B2B Customer Experience
The New Requirements for Building a Modern B2B Customer Experience
 

Destacado

Beyond SEO: Wearables, Beacons & Hyperlocal Marketing
Beyond SEO: Wearables, Beacons & Hyperlocal MarketingBeyond SEO: Wearables, Beacons & Hyperlocal Marketing
Beyond SEO: Wearables, Beacons & Hyperlocal MarketingCasey Markee, MBA
 
Cloud Resilience with Open Stack
Cloud Resilience with Open StackCloud Resilience with Open Stack
Cloud Resilience with Open StackJorge Cardoso
 
Usama Fayyad talk in South Africa: From BigData to Data Science
Usama Fayyad talk in South Africa:  From BigData to Data ScienceUsama Fayyad talk in South Africa:  From BigData to Data Science
Usama Fayyad talk in South Africa: From BigData to Data ScienceUsama Fayyad
 
Netflix Recommendations - Beyond the 5 Stars
Netflix Recommendations - Beyond the 5 StarsNetflix Recommendations - Beyond the 5 Stars
Netflix Recommendations - Beyond the 5 StarsXavier Amatriain
 
App Indexing - Increasing mobile visibility with structured data
App Indexing - Increasing mobile visibility with structured dataApp Indexing - Increasing mobile visibility with structured data
App Indexing - Increasing mobile visibility with structured dataJustin Briggs
 

Destacado (7)

Beyond SEO: Wearables, Beacons & Hyperlocal Marketing
Beyond SEO: Wearables, Beacons & Hyperlocal MarketingBeyond SEO: Wearables, Beacons & Hyperlocal Marketing
Beyond SEO: Wearables, Beacons & Hyperlocal Marketing
 
Cloud Resilience with Open Stack
Cloud Resilience with Open StackCloud Resilience with Open Stack
Cloud Resilience with Open Stack
 
Usama Fayyad talk in South Africa: From BigData to Data Science
Usama Fayyad talk in South Africa:  From BigData to Data ScienceUsama Fayyad talk in South Africa:  From BigData to Data Science
Usama Fayyad talk in South Africa: From BigData to Data Science
 
Therefore AIMS ( Ad Inventory Management System )
Therefore AIMS ( Ad Inventory Management System ) Therefore AIMS ( Ad Inventory Management System )
Therefore AIMS ( Ad Inventory Management System )
 
Netflix Recommendations - Beyond the 5 Stars
Netflix Recommendations - Beyond the 5 StarsNetflix Recommendations - Beyond the 5 Stars
Netflix Recommendations - Beyond the 5 Stars
 
Netflix: An Analysis
Netflix: An AnalysisNetflix: An Analysis
Netflix: An Analysis
 
App Indexing - Increasing mobile visibility with structured data
App Indexing - Increasing mobile visibility with structured dataApp Indexing - Increasing mobile visibility with structured data
App Indexing - Increasing mobile visibility with structured data
 

Similar a SalesFUSION webinar - recycle your marketing collateral for b2b lead gen

Inbound Marketing Cheat Sheet
Inbound Marketing Cheat SheetInbound Marketing Cheat Sheet
Inbound Marketing Cheat SheetC.Y Wong
 
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...Salesfusion
 
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)B2B Marketing Forum
 
How to Transform Your Business Into a Marketing Services Provider
How to Transform Your Business Into a Marketing Services ProviderHow to Transform Your Business Into a Marketing Services Provider
How to Transform Your Business Into a Marketing Services ProviderinterlinkONE
 
Analyze This -All Things Analytics
Analyze This -All Things AnalyticsAnalyze This -All Things Analytics
Analyze This -All Things AnalyticsCarole Mahoney
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineerschulmanthorogood
 
Outbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales PipelineOutbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales PipelineSalesPanda
 
Using Social media in b2b marketing
Using Social media in b2b marketingUsing Social media in b2b marketing
Using Social media in b2b marketingSalesfusion
 
Harnessing the Power of Content Marketing
Harnessing the Power of Content MarketingHarnessing the Power of Content Marketing
Harnessing the Power of Content MarketingPam Didner
 
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...Salesfusion
 
How To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content MarketingHow To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content MarketingNewsCred
 
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzFinding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzProduct School
 
Sloan entreprenuersinboundmarketing.may2010
Sloan entreprenuersinboundmarketing.may2010Sloan entreprenuersinboundmarketing.may2010
Sloan entreprenuersinboundmarketing.may2010HubSpot
 
Inbound marketing-cheat-sheet
Inbound marketing-cheat-sheetInbound marketing-cheat-sheet
Inbound marketing-cheat-sheetDaniel Howard
 
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRMOnline Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRMHubSpot
 
How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)Pinpointe On-Demand
 
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Shane Lennon
 
BFG Corporation:- New Business Media (NBM)
BFG Corporation:- New Business Media (NBM)BFG Corporation:- New Business Media (NBM)
BFG Corporation:- New Business Media (NBM)BFG Corporation
 
Marketing Automation 101
Marketing Automation 101Marketing Automation 101
Marketing Automation 101pointit
 

Similar a SalesFUSION webinar - recycle your marketing collateral for b2b lead gen (20)

Inbound Marketing Cheat Sheet
Inbound Marketing Cheat SheetInbound Marketing Cheat Sheet
Inbound Marketing Cheat Sheet
 
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...
SalesFUSION Webinar - THe impact of website visitor tracking on your sales fu...
 
Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)Why marketing automation is indispensible (Shimon Ben Ayoun)
Why marketing automation is indispensible (Shimon Ben Ayoun)
 
How to Transform Your Business Into a Marketing Services Provider
How to Transform Your Business Into a Marketing Services ProviderHow to Transform Your Business Into a Marketing Services Provider
How to Transform Your Business Into a Marketing Services Provider
 
Analyze This -All Things Analytics
Analyze This -All Things AnalyticsAnalyze This -All Things Analytics
Analyze This -All Things Analytics
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
Outbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales PipelineOutbound Marketing Tactics for an effective Sales Pipeline
Outbound Marketing Tactics for an effective Sales Pipeline
 
Using Social media in b2b marketing
Using Social media in b2b marketingUsing Social media in b2b marketing
Using Social media in b2b marketing
 
Harnessing the Power of Content Marketing
Harnessing the Power of Content MarketingHarnessing the Power of Content Marketing
Harnessing the Power of Content Marketing
 
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...
SalesFUSION Webinar - The impact of website visitor tracking on your sales pi...
 
How To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content MarketingHow To Generate More Leads with Your Content Marketing
How To Generate More Leads with Your Content Marketing
 
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazzFinding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
Finding Product-Market Fit and Scale w/ Warung Pintar and PayFazz
 
Sloan entreprenuersinboundmarketing.may2010
Sloan entreprenuersinboundmarketing.may2010Sloan entreprenuersinboundmarketing.may2010
Sloan entreprenuersinboundmarketing.may2010
 
Inbound marketing-cheat-sheet
Inbound marketing-cheat-sheetInbound marketing-cheat-sheet
Inbound marketing-cheat-sheet
 
Online Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRMOnline Marketing & Lead Nurturing in the Era of Social CRM
Online Marketing & Lead Nurturing in the Era of Social CRM
 
How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)How to Transform Your Digital Marketing for Success (Webinar Slides)
How to Transform Your Digital Marketing for Success (Webinar Slides)
 
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
Marketing Funnel, Customer Journey & Persona Mapping by VirtualCMO Feb 2014
 
BFG Corporation:- New Business Media (NBM)
BFG Corporation:- New Business Media (NBM)BFG Corporation:- New Business Media (NBM)
BFG Corporation:- New Business Media (NBM)
 
Marketing Automation 101
Marketing Automation 101Marketing Automation 101
Marketing Automation 101
 
B2B Digital Marketing Priorities 2013 (SmartInsights conference)
B2B Digital Marketing Priorities 2013 (SmartInsights conference)B2B Digital Marketing Priorities 2013 (SmartInsights conference)
B2B Digital Marketing Priorities 2013 (SmartInsights conference)
 

Más de Salesfusion

Nurture marketing
Nurture marketingNurture marketing
Nurture marketingSalesfusion
 
Salesfusion Company Overview
Salesfusion Company OverviewSalesfusion Company Overview
Salesfusion Company OverviewSalesfusion
 
How to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation PlatformHow to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation PlatformSalesfusion
 
8secretstosalesandmarketing
8secretstosalesandmarketing8secretstosalesandmarketing
8secretstosalesandmarketingSalesfusion
 
Salesfusion pa webinar_040214
Salesfusion pa webinar_040214Salesfusion pa webinar_040214
Salesfusion pa webinar_040214Salesfusion
 
Maximizing B2B Email Performance 2014
Maximizing B2B Email Performance  2014 Maximizing B2B Email Performance  2014
Maximizing B2B Email Performance 2014 Salesfusion
 
Email Marketing Workshop
Email Marketing WorkshopEmail Marketing Workshop
Email Marketing WorkshopSalesfusion
 
Marketing Automation for Microsoft Dynamics 2013
Marketing Automation for Microsoft Dynamics 2013Marketing Automation for Microsoft Dynamics 2013
Marketing Automation for Microsoft Dynamics 2013Salesfusion
 
What's the Difference Between Google Analytics and Website Visitor Tracking?
What's the Difference Between Google Analytics and Website Visitor Tracking?What's the Difference Between Google Analytics and Website Visitor Tracking?
What's the Difference Between Google Analytics and Website Visitor Tracking?Salesfusion
 
B2B Email Marketing Webinar
B2B Email Marketing WebinarB2B Email Marketing Webinar
B2B Email Marketing WebinarSalesfusion
 
SalesFUSION Lunch and Learn - Atlanta
SalesFUSION Lunch and Learn - AtlantaSalesFUSION Lunch and Learn - Atlanta
SalesFUSION Lunch and Learn - AtlantaSalesfusion
 
Webinar - The Death of Cold Calling 2013
Webinar - The Death of Cold Calling 2013Webinar - The Death of Cold Calling 2013
Webinar - The Death of Cold Calling 2013Salesfusion
 
SalesFUSION Webinars - Taming the flood of digital data
SalesFUSION Webinars - Taming the flood of digital dataSalesFUSION Webinars - Taming the flood of digital data
SalesFUSION Webinars - Taming the flood of digital dataSalesfusion
 
SalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesfusion
 
SalesFUSION Webinar - Tracking Digital Body Language
SalesFUSION Webinar - Tracking Digital Body LanguageSalesFUSION Webinar - Tracking Digital Body Language
SalesFUSION Webinar - Tracking Digital Body LanguageSalesfusion
 
Marketing automation for Salesforce.com
Marketing automation for Salesforce.comMarketing automation for Salesforce.com
Marketing automation for Salesforce.comSalesfusion
 
Marketing automation for Sage SalesLogix
Marketing automation for Sage SalesLogixMarketing automation for Sage SalesLogix
Marketing automation for Sage SalesLogixSalesfusion
 
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaignsSalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaignsSalesfusion
 
Webinar essential guide to lead scoring
Webinar   essential guide to lead scoringWebinar   essential guide to lead scoring
Webinar essential guide to lead scoringSalesfusion
 
FUSED 2012 Conference Wrap up
FUSED 2012 Conference Wrap up FUSED 2012 Conference Wrap up
FUSED 2012 Conference Wrap up Salesfusion
 

Más de Salesfusion (20)

Nurture marketing
Nurture marketingNurture marketing
Nurture marketing
 
Salesfusion Company Overview
Salesfusion Company OverviewSalesfusion Company Overview
Salesfusion Company Overview
 
How to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation PlatformHow to Choose the Right Marketing Automation Platform
How to Choose the Right Marketing Automation Platform
 
8secretstosalesandmarketing
8secretstosalesandmarketing8secretstosalesandmarketing
8secretstosalesandmarketing
 
Salesfusion pa webinar_040214
Salesfusion pa webinar_040214Salesfusion pa webinar_040214
Salesfusion pa webinar_040214
 
Maximizing B2B Email Performance 2014
Maximizing B2B Email Performance  2014 Maximizing B2B Email Performance  2014
Maximizing B2B Email Performance 2014
 
Email Marketing Workshop
Email Marketing WorkshopEmail Marketing Workshop
Email Marketing Workshop
 
Marketing Automation for Microsoft Dynamics 2013
Marketing Automation for Microsoft Dynamics 2013Marketing Automation for Microsoft Dynamics 2013
Marketing Automation for Microsoft Dynamics 2013
 
What's the Difference Between Google Analytics and Website Visitor Tracking?
What's the Difference Between Google Analytics and Website Visitor Tracking?What's the Difference Between Google Analytics and Website Visitor Tracking?
What's the Difference Between Google Analytics and Website Visitor Tracking?
 
B2B Email Marketing Webinar
B2B Email Marketing WebinarB2B Email Marketing Webinar
B2B Email Marketing Webinar
 
SalesFUSION Lunch and Learn - Atlanta
SalesFUSION Lunch and Learn - AtlantaSalesFUSION Lunch and Learn - Atlanta
SalesFUSION Lunch and Learn - Atlanta
 
Webinar - The Death of Cold Calling 2013
Webinar - The Death of Cold Calling 2013Webinar - The Death of Cold Calling 2013
Webinar - The Death of Cold Calling 2013
 
SalesFUSION Webinars - Taming the flood of digital data
SalesFUSION Webinars - Taming the flood of digital dataSalesFUSION Webinars - Taming the flood of digital data
SalesFUSION Webinars - Taming the flood of digital data
 
SalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goalsSalesFUSION webinar - 2013 b2b marketing goals
SalesFUSION webinar - 2013 b2b marketing goals
 
SalesFUSION Webinar - Tracking Digital Body Language
SalesFUSION Webinar - Tracking Digital Body LanguageSalesFUSION Webinar - Tracking Digital Body Language
SalesFUSION Webinar - Tracking Digital Body Language
 
Marketing automation for Salesforce.com
Marketing automation for Salesforce.comMarketing automation for Salesforce.com
Marketing automation for Salesforce.com
 
Marketing automation for Sage SalesLogix
Marketing automation for Sage SalesLogixMarketing automation for Sage SalesLogix
Marketing automation for Sage SalesLogix
 
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaignsSalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
SalesFUSION Webinar - Supporting sales follow up with nurture-based campaigns
 
Webinar essential guide to lead scoring
Webinar   essential guide to lead scoringWebinar   essential guide to lead scoring
Webinar essential guide to lead scoring
 
FUSED 2012 Conference Wrap up
FUSED 2012 Conference Wrap up FUSED 2012 Conference Wrap up
FUSED 2012 Conference Wrap up
 

Último

Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsSafe Software
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationIES VE
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxUdaiappa Ramachandran
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8DianaGray10
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostMatt Ray
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024D Cloud Solutions
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarPrecisely
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxMatsuo Lab
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?IES VE
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfinfogdgmi
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopBachir Benyammi
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPathCommunity
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...DianaGray10
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024SkyPlanner
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfDaniel Santiago Silva Capera
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXTarek Kalaji
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...Aggregage
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfJamie (Taka) Wang
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding TeamAdam Moalla
 

Último (20)

Igniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration WorkflowsIgniting Next Level Productivity with AI-Infused Data Integration Workflows
Igniting Next Level Productivity with AI-Infused Data Integration Workflows
 
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve DecarbonizationUsing IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
Using IESVE for Loads, Sizing and Heat Pump Modeling to Achieve Decarbonization
 
Building AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptxBuilding AI-Driven Apps Using Semantic Kernel.pptx
Building AI-Driven Apps Using Semantic Kernel.pptx
 
UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8UiPath Studio Web workshop series - Day 8
UiPath Studio Web workshop series - Day 8
 
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCostKubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
KubeConEU24-Monitoring Kubernetes and Cloud Spend with OpenCost
 
Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024Artificial Intelligence & SEO Trends for 2024
Artificial Intelligence & SEO Trends for 2024
 
AI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity WebinarAI You Can Trust - Ensuring Success with Data Integrity Webinar
AI You Can Trust - Ensuring Success with Data Integrity Webinar
 
Introduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptxIntroduction to Matsuo Laboratory (ENG).pptx
Introduction to Matsuo Laboratory (ENG).pptx
 
How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?How Accurate are Carbon Emissions Projections?
How Accurate are Carbon Emissions Projections?
 
Videogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdfVideogame localization & technology_ how to enhance the power of translation.pdf
Videogame localization & technology_ how to enhance the power of translation.pdf
 
201610817 - edge part1
201610817 - edge part1201610817 - edge part1
201610817 - edge part1
 
NIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 WorkshopNIST Cybersecurity Framework (CSF) 2.0 Workshop
NIST Cybersecurity Framework (CSF) 2.0 Workshop
 
UiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation DevelopersUiPath Community: AI for UiPath Automation Developers
UiPath Community: AI for UiPath Automation Developers
 
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
Connector Corner: Extending LLM automation use cases with UiPath GenAI connec...
 
Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024Salesforce Miami User Group Event - 1st Quarter 2024
Salesforce Miami User Group Event - 1st Quarter 2024
 
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdfIaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
IaC & GitOps in a Nutshell - a FridayInANuthshell Episode.pdf
 
VoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBXVoIP Service and Marketing using Odoo and Asterisk PBX
VoIP Service and Marketing using Odoo and Asterisk PBX
 
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
The Data Metaverse: Unpacking the Roles, Use Cases, and Tech Trends in Data a...
 
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
activity_diagram_combine_v4_20190827.pdfactivity_diagram_combine_v4_20190827.pdf
 
9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team9 Steps For Building Winning Founding Team
9 Steps For Building Winning Founding Team
 

SalesFUSION webinar - recycle your marketing collateral for b2b lead gen

  • 1. From clicks to clients – Optimizing the lead to sales process RECYCLING YOUR MARKETING COLLATERAL TO BOOST LEAD GENERATION Friday, April 22, 2011 Session Start Time – 1PM EST
  • 2. Session agenda • A note on the link between eMarketing and Green Marketing • The flow of marketing collateral • Types of marketing collateral for Recycling • New ways of publishing and syndicating collateral Live example of social publishing – paste a link to your site or a blog in the Chat window!
  • 3. eMarkeitng is Green Marketing • Email marketing versus direct mail • Digital collateral versus print Tips to becoming a better “green marketer” 1. Use direct mail sparingly – email first, mail second 2. Use thumb-drives as collateral at trade shows 3. Use collaboration tools such as SharePoint instead of printing SalesFUSION will donate $1 per attendee to Arbor Day
  • 5. Collateral – what is fair game for recycling? • Product data sheets • Sales presentations • Past webinar presentations • Case studies • White papers • Analyst & research documents • Press releases • Blog posts • Trade show presentations
  • 6. The workflow of marketing collateral Marketing Cloud Landing Page Website/Resource Center CRM/Sales Process Deal Close • Publish….capture….nurture • Click to purchase – usually not a straight line • From click to purchase – time is measure in weeks/months • Not a one to one relationship – typically many to many
  • 7. Right message – leverage your testimonials & case studies Early-Stage Tactics Survey’s indicate the sooner you engage prospective buyers into communities of peers, the better. While there are moderate difference in tactic preference, peer enablement is the central theme. Middle-Stage Sources Along with peer preference in the middle buying stage is the decrease in search value and increase in vendor content needs. Late-Stage Sources Peers again! The stage analysis of sources indicates suppliers need to become publishers and thought leaders. Source: SiriusDecisions, B2B Buyers 2010 Survey from SiriusDecisions Summit
  • 8. Content publishing – scenario 1 - PPC A B Hey Kids.. Can you find the word “HR or Human Resources” Futility anywhere on THIS {NOT A LANDING} page?
  • 9. Publishing opportunities – Social Publishing Sites Free Syndicated Content/Social Business Media • Good for branding • Thought leadership • Use PDF with embedded links
  • 10. Publishing Scenario – Social Business Sites Become an expert/publisher • Re-purpose white papers • Post events • Post PowerPoint • Create valuable articles • Be seen as industry expert • SEO benefits • It’s free
  • 11. Publishing Scenario 3 – SlideShare Part of business social media Re-purpose PowerPoint presentations for lead gen and SEO
  • 12. Publishing Scenario – LinkedIn Part of business social media • Information from other tools such as Box.net, SlideShare, Blogs available on public profile. • Re-use case studies, product data sheets….etc
  • 13. Publishing Scenario – LinkedIn Group Postings Part of business social media • Careful – rules of the road apply • Post in news/discussions – depending on group policy • Leverage tracking URL’s • Events, presentations, white papers • Press releases – can also be shared from free-press sites (1888 press release; freepressrelease.com) • Open groups (new) allow for indexing of URL’s – contributes to SEO
  • 14. Using Tracking URL’s, Sharing Widgets and IttyBity • The ONLY true measure of social media posting effectiveness • Understands where your traffic is coming from to the post • Allows for multiple postings to single source (landing page)
  • 15. Scribd • Social media publishing • Author searchable white papers, articles and eBooks • Tie to blog, LinkedIn, Twitter, Facebook • Indexed by google
  • 16. IttyBitty – Social Publishing • Publish any content from the Marketing Automation platform • PDF, Blog, Press, Articles • Track traffic from sites • IttyBitty – Indexed by Google • Easy way to leverage social media • Easy way to syndicate existing content • One component of an integrated social media strategy
  • 17. Steps to take to begin syndicating & recycling content 1. Create a document and link inventory 2. Update all materials (address, product names…etc.) 3. Create a publishing matrix and plan 4. Stagger your content syndication so that it is occurring frequently 5. Link to your content sites 6. Ensure new content is shared & published 7. Create a mechanism for tracking traffic/leads from sources
  • 18. BUILDING AN ONLINE RESOURCE CENTER
  • 19. Tips for building an online resource center • Resource centers provide a consistent and trackable destination for leads from all sources. • Update frequently • Clearly label the type of content • Press releases don’t count • Provide mixture of industry education and product education • Like a restaurant with great food….they will come back • Ensure you capture basic information • Vary your lead capture forms based on content - higher value = more questions • Email the asset back to the lead using a trigger – ensures accurate email • Email when contents are updated
  • 21. Basic Rules of Lead Capture • Simplicity – don’t clutter with flash, images….etc •Survey/form – above the fold and no additional clicks to get to it • Remove or understate extraneous links (that’s for the “thank you page”) • Only ask for what you need • One to One relationship between pages/ads • Offer should be specific and compelling “Download the white paper” “Register for webinar” “See a product demo”
  • 22. Using Tracking URL’s, Sharing Widgets and IttyBity • The ONLY true measure of social media posting effectiveness • Understands where your traffic is coming from to the post • Allows for multiple postings to single source (landing page)
  • 23. NURTURING LEADS – WHAT DO YOU DO WHEN YOU CATCH ONE?
  • 24. Nurturing b2b leads Key Questions you need to answer •What initiates the nurture campaign? •What is the offer of the campaign? •White Paper? •Free Trial? •Demo? •What is the goal of the nurture campaign? •3 Months – 5 new opportunities – 1 closed deal •100 new leads per month? •$50,000 increase in pipeline value? •What is the follow up plan? •Auto-responder? •Trigger email campaign? •Trigger Sales call? •Lead Scoring
  • 25. Nurture campaign with a White Paper Example of a “burst campaign” • Email Campaign – Call to action – download from resource center • Fulfill via return email (trigger) • Publish on resource center – allows for more flexible posting in social media • Use as a first-wave campaign element for multi-asset campaign 1. Send white paper 2. 2-5 Business days – trigger product data sheet 3. 3-5 Business days – trigger pdf of related powerpoint 4. 1-2 Business days – trigger additional product data/demo….etc
  • 26. Nurture Marketing Workflow • All movement of data needs to be bi-directional • Lead scoring acts as the traffic cop • CRM feeds revenue/opportunity back to the EMM Landing page Lead Scoring complete A Email - Fulfill Item EMM CRM B, C, D Trigger Campaigns
  • 27. SalesFUSION solution for B2B Marketing & Sales Inbound /Outbound Campaigns enabled by SalesFUSION 360 Web Activity Integrated Marketing Platform & Sales Integration Solution Blog/RSS SEO/PPC Campaign Lead Scoring Marketing to Sold Deals = Management Lead Sales Trackable ROI Management Integration Engine Online Ads inbound Landing Pages outbound PR Continuous Marketing To Leads Decision FUSION 360 CRM Email Analytics Engine Sales Automation Events Lead Nurturing Social Media
  • 28. Q&A – Do you want to give SF360 a try? Question & Answer Copy of today’s materials PDF of today’s PPT Questions - Email to kevin.miller@salesfusion.com Learn about SalesFUSION Enterprise b2b marketing platform that you can afford! http://www.salesfusion.com Thank you and good marketing! The SalesFUSION Team