Tim Price, Act-On Sophisticated business managers recognize that not only is the definition of customer relationships changing, but requirements in the earlier stages of the sales funnel are evolving as well. Maintaining a holistic view of the process, recognizing that Marketing Automation and CRM are both natural extensions of one another is essential, however few fully understand how they coexist effectively. In this session, learn the similarities and differences, as well as how, when integrated, the two technologies deliver a whole that is exponentially more efficient and complete than the sum of its parts.

1. CRM and MA: Understanding the
Relationship Continuum
Presenter or subtitle

2. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

3. The Usual Conundrum
Sales wants all
“leads” fast Marketing hits the
“more” button
Sales doesn’t follow up Marketing: “Why no
followup?”
Sales: The “leads”
are no good
Marketing:
Wasted effort, poor performance,
Reference: Sirius Decisions bitterness, despair
3

4. What Typically Happens
Inquiry
Inquiry Inquiries
No nurture/ Inbound Outbound
qualification 80%
Marketing Qualification
Marketing and Tele Qualification Leads
Marketing Qualified
Automation Qualified Leads (AQLs)
Sales accepts
everything/nothing 100% Teleprospecting Accepted Leads (TALs)
Teleprospecting Qualified Teleprospecting
Sales AcceptanceLeads (TGLs)
Leads (TQLs) Generated
Inefficient use of
sales resources 3% - ?? Sales Qualification
Sales Generated Sales Accepted
Sales Qualified Leads
Sales Qualification
Leads (SGLs) Leads (SALs)
Poor pipeline Sales Qualified Leads (SQLs)
dynamics 10% - ?? Close
SQL Close inquiries to
417
close 1 deal
Won Business
Reference: Sirius Decisions
4

5. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

6. Change the Process & the Results
or t
Marketing Responsibility t Ef f Sales Responsibility
Join
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
Campaigns, Content, Programs, SLAs,
Measurement & Results

7. Acquisition Programs
• Build Database
– Permission-based list acquisition
– Data capture
• Attract Attention NAMES LEADS SQL & CUSTOMERS ENGAGED ADVOCATE
MQL OPPORTUNITIES & FAN
– Tell the story CUSTOMERS
– Links, videos, & images
• Content Strategies
– Blog, website, social media
– Right target receiving relevant and engaging content
Gather prospect information where ever possible

8. Develop & Deploy Great Content
• Develop
– Partner & co-sponsor
with industry thought leaders
– Capture emergent trends/topics
– Repurpose content
• Deploy
– Promote in multiple channels
– Website, social media, email
– Insist on a call to action
Create a hub of compelling and contemporary
content – reuse as appropriate

9. Nurture Before You Sell
• Coordinated Campaigns
– Editorial Calendar – compelling content and events
– Share your story – easy to embrace and understand
– Sales and Marketing – same coordinated story
• Scoring
– Segmentation and nurturing based on actions
– Who gets what based on what they have done
• Feedback
– “Know” how they are finding you
– Constant iteration to keep content fresh
– Take advantage of repurposing content
Organizations that nurture leads see lead generation
ROI of 138% versus 78% for those that don’t
Source: Marketing Sherpa

10. Deliberate Approach to Scoring
EMAIL MARKETING WEB VISITS WEBINARS
• Clicked on message • How many pages did they visit? • Attendees vs. Non-Attendees
• More points for specific messages • Which pages did they visit: • Who visited registration page but
• Do not assign score for: Contact Us and/or Pricing vs didn’t submit
• “Email sent” – no action taken Support?
on their part • How often do they visit the site?
• “Opens” • Where did they come from?
• Download whitepaper or other
media?
FORMS PAY-PER-CLICK PHYSICAL ACTIVITIES
• Submitted /viewed form • Which keywords perform the best? • Attended a trade show / physical
• How did they respond to the • What is my cost per click? event?
questions? • Where did they come from? • Which mailing lists performed the
• Is the data they provided valid? best?
• Do they fit your target audience? • Which print advertising generates
leads?
Act-On Customer Rapid Notify had 50% increase in opportunity
creation and 20% increase in close rate after implementing scoring

11. Lead Scoring Example
Example
• You're a small software company that sells patch management software.
• You have two offices, one in Asia and one in the US, but you aren't global yet.
• Your software isn't cheap, so you need prospects with reasonably large budgets.
Registration Question Excellent Prospect Okay Prospect Bad Prospect
Job Title IT Director 5 System 3 Sales Engineer -4
Administrator
Location of United States 5 Hong Kong 4 Romania -5
Headquarters
Company Size > 5,000 4 1,000 - 5,000 2 < 1,000 -2
Industry Information 5 Computer 4 Automotive -5
Technology Software
Services
Budget > 50,000 4 10,000 - 50,000 3 < 10,000 -2
Implicit Online 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 sales system. 4
Visitor clicked on company's Jobs web page. -5

12. Setting Up Scoring

13. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

14. The Art of the Handoff
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
• Lead definitions (what is a lead?)
• Timeframe & responsibility
• Criteria for acceptance & rejection
• Routing of leads (who gets what?)
• Well defined service level agreements (SLAs)

15. Using Scores to Prioritize Leads

16. CRM Integration – Hot Leads to Sales

17. Ensuring Success
• Focus
– Keep SLAs clear and brief (minimize nuances and exceptions)
• Evolve
– Adjust based on performance metrics, data and feedback
• Enforce
– Those bound by SLAs must be held responsible
– Visibility into key performance metrics for each function
– Agreement between leaders on how to manage
• Own
– Marketing and sales operations usually own maintenance
– Marketing and sales leaders sign and communicate contents
Automation helps track & measure performance
17

18. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up & Questions

19. Start by Keeping it Simple…
Function Key Metrics
All • Waterfall conversion rates
Marketing • Lead volume/quality adherence
• Accept/reject/disqualify/promote timeframes
Telesales
• Disqualify reasons (adherence and lead quality)
• Accept/reject/disqualify/promote timeframes
Sales
• Disqualify reasons (adherence)
Truly successful decision making relies on a
balance between deliberate and instinctive
thinking.
Malcolm Gladwell, Blink: The Power of Thinking Without Thinking, 2005
19

20. From Leads to Revenue… Close the Loop
New Leads
• Complete campaign
reports to measure leads
& opportunities
Leads Converted • Detailed reports groups
To Opportunities campaign by campaign
type
• Integrate Opportunity and
Closed data from SFA
Opportunities
To Revenue
Campaign
Performance by
Campaign Type

21. Agenda
• The Situation Today
• Strategically Tackling the Funnel
• Sales Handoff
• Measurement & Feedback
• Wrap-up and Questions

22. Marketing Automation for the Customer Lifecycle
STAGES
LEADS SQL &
CUSTOMERS
ENGAGED ADVOCATE
MQL OPPORTUNITIES CUSTOMERS & FAN
ACTIVITIES
ACQUISITION NURTURING MARKETING TO CUSTOMER
PROGRAMS PROGRAMS SALES HANDOFF SUCCESS EXPANSION
PROGRAMS
Social Implementation Advocacy
Webinars Training Referrals
Whitepapers Usage Increased Purchases
SYSTEMS

23. About Act-On
• Our Company
– Founded in 2008 by founders of Responsys and Webex
– 140+ employees today in Oregon & California
• Our Technology
– Designed from the ground up for small marketing teams
– Simple, powerful and easy to integrate
– 3rd generation SaaS platform built to scale
• Our Customers
– 1,400+ and growing across all major vertical industries
– From Progressive Insurance and Cisco to many companies
you probably don’t recognize

24. Questions…
Phone: (877) 530-1555 Email: info@act-on.com
@ActOnSoftware | #ActOnSW

25. Thank You
Subtitle