New - SalesFUSION webinar - explores how companies can use marketing automation software to improve and automate sales follow up to long-term leads.

1. SalesFUSION Webinar

2. What we’ll cover today
• About SalesFUSION
• Marketing automation systems overview
• Integrating sales follow up processes with MA
• Examples of how to support sales follow up using MA
• How to eliminate Lead Leakage from your lead funnel

3. About SalesFUSION
• SaaS Marketing Application
• HQ – Atlanta, GA – Sales Offices in Philadelphia, PA
• Provide all b2b marketing functionality in a single app
• Focus on integrating Marketing and Sales (CRM)
• Only solution built on a CRM database
• Extensive global partner network
• Unique Client Services model
• Game-changing pricing structure
• 99% retention rate
• 90% of all new features added in 2011– customer requests

4. SalesFUSION B2B Marketing Integration Framework
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Sales Process
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Email
Marketing
Lead Scoring
Routing
Sales Process Social
Website Publishing
Tracking
Nurture
Event
Marketing
Management
Marketing
Process
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5. Challenges in b2b sales 2012
 Online buying environment
 Buyers research more before engaging
with Sales
 Less human interaction
 More competition is at the buyer’s
fingertips
 Social media complications
 Less resources available to sales
 More selling pressure
 Marketing is expected to provide more
direct support to sales

6. Marketing’s changing role
 More pressure on marketing to directly
support sales with lead gen
 Marketing and Sales integration is required
at the technology & process levels
 Tactical programs specifically designed for
sales lead capture
 Responsibility expanded into top of sales
funnel
 MQL/SQL Management

7. Traditional mismatch in marketing/sales goals &
technology
Lack of technology to support integrated funnel causes lead leakage
MA Software is designed to
plug this gap
Source: Forrester Research-October 2006, “Improving B2B Lead Management” report

8. Recent Article on SellingPower –
Why the tickler file fails on how to set up a sales tickler file
system….this is RECENT!
To get started, you will need the
 Relies upon the diligence of individual following:
sales personnel 1. 4" x 6" card file/box... at least 8"
 Fraught with human error
deep.
 Sales will always migrate to the near-term 2. 4" x 6" index cards...white and an
additional color. Use white for
 Inconsistent prospects. A color card is used to
 Not data driven
record a sale, remind you to send a
thank you note, ask for referrals, and
 No visibility into lead behavior distinguish special customers.
3. Numbered tabs (1-31)...for active
follow-up.
4. A-Z tabs...inactive-use for
prospects/customers you are no
longer pursuing.
5. Monthly tabs...for future follow-up.

9. Sales follow up should be
collaborative
 Sales & Marketing shared responsibility
 Marketing – control the electronic messaging and monitoring
of a lead (cold or warm or nurtured)
 Marketing – monitor behavior along the way
 Alert/Assign follow up tasks when appropriate
 Provide marketing detail to sales to support the follow up
calls

10. Marketing Automation Primer
• Multichannel campaigns – email, web, social
• Outbound & Inbound
• Manages the lifecycle of the lead from capture to closure
• Enriches CRM with marketing intelligence
• Reinforce brand & messaging over time with nurture-
based campaigns
• Coordinated effort between marketing & sales

11. Marketing Automation Primer
Enabling technologies in MA Software
• Multifunctional platform includes – email, landing
pages, lead scoring & mgt, website tracking, event
management, web-based marketing programs….
• Drip & Nurture-based programs
• Lead Management
• Website Management
• Online programs management – inbound and
outbound

12. Matching MA technology with Sales
• Demand generation Programs – Inbound/outbound
• Lead capture  Landing pages, website, social
• Lead scoring  Behavior & demographics
• Lead routing  Sales assignment, geos & roles
• Lead tracking  Connection between
• ROI Analysis campaigns/leads
 Opportunity linked to lead to
campaigns

13. A “Leaky” pipeline without MA
13

14. A healthier pipeline with MA
14

15. How should marketing & sales work together?
• Delineate between MQL/SQL and define ownership & rules
• Establish firm criteria to move leads between MQL/SQL
Marketing Sales
 Pre-build short & long term  Manage SQL’s for short-term
nurture email campaigns viability
 Content based on vertical,  When leads go cold, change
demog, other criteria status
 Design content to be impactful  Add key demog’s to record in
yet general enough to be CRM that marketing may find
relevant “anytime” useful

16. What does a typical follow up campaign look like?
Sales Works Lead
Lead Capture from Added to MA Scored as SQL Added to CRM
No Movement
Home Page Database
30-Days
MA CRM
Lead is “kicked back”
to Marketing for
Status
further Nurturing
Status in CRM Lead
Table changed by
Sales to “Nurture”
 Push high-value content to lead via
trigger emails
 Append new contacts to company
records via data appending
solutions
 Add to newsletter
 Invite to events
 Rescore new interactions
 Send follow up alerts to sales or
assign follow up tasks to sales
when appropriate

17. Supporting content for leads kicked back from
Sales
 Marketing should target higher value content at these type
of leads
 Webinars
 White Papers
 Case Studies
 Higher level of personalization in the email campaigns
 Emails personalized from the sales person
 Reference first name/account name in emails
 Reference industry

18. Supporting content for leads kicked back from
Sales
Hi ++First Name++
Thank you for your recent interest in our company. We have helped companies
similar to ++CompanyName++ by improving processes that impact how you
manage issues in ++Industry++.
I thought you may find this white paper relevant as it discusses many issues that
companies such as ++CompanyName++ face.
Sincerely
++SalesSignature++

19. Creating a feedback loop between MA/CRM
 Leverage the alerting mechanism in MA to keep sales in the loop
 Email alerts for assigned leads/contacts
 Alerts when
 Web activity occurs
 Content download occurs
 Event registration occurs
 Keeps sales in the loop
 Keeps sales interested in process
 Builds trust between marketing &
sales that the process works!

20. Metrics to consider
20

21. According to Aberdeen, who tracks the performance of “Best Practice”
organizations utilizing marketing automation tied to Sales….
• Inside sales achieves quote 11% more when marketing automation is
deployed
• Lead conversions (to opportunities) increased by 7%
• Inside sales make an additional 7-9 connects per day
• Overall sales team quota achievement is higher by nearly 3%
• Company revenue is higher by over 3%

22. Justifying the use and spend on MA Software
22

23. Additional ways to support sales w/ MA Software
• Views of marketing interaction inside of CRM provide key
insight to sales
• Sales is encouraged to connect with leads/contacts when
their interest is highest
• Marketing data provides insight into prospect interest

24. Brief Product Overview
• Setting up the rules to implement sales follow up
• Providing marketing intelligence inside of CRM