This document discusses using SugarCRM as a lead generation and inbound marketing hub. It outlines a webinar series on this topic and introduces the speaker. The objectives are to show how content marketing can build an inbound strategy in SugarCRM, how web forms capture leads, and why SugarCRM supports lead generation, marketing automation, and sales conversion. Key steps outlined are integrating SugarCRM with web forms, segmenting data for nurture marketing, and using workflows.

1. Using SugarCRM for
a Lead Generation
and Inbound
Marketing Hub
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©Copyright 2012, echogravity, Inc.

2. Webinar Series
1. Today: Using SugarCRM for a Lead
Generation and Inbound Marketing Hub
2. MAY 3: SugarCRM's Secret Weapon:
Marketing Campaigns
3. MAY 17: Maximizing Sales Lead Management
with SugarCRM Workflow
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3. About Me
CEO and Co-Founder of echogravity
Inbound marketing and public
relations firm that builds target market
awareness and lead generation for
SMB B2B companies.
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4. Objectives of this Webinar
1. Communicate how content and social media
marketing can be a front end mechanism for
building your Inbound Marketing Strategy with
SugarCRM.
2. Explore how SugarCRM web-to-lead forms
capture new prospects and leads.
3. Understand why SugarCRM is the complete
foundation for lead generation, marketing
automation and sales conversion.
4. Get you coming back for #2 and #3!
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5. What is Inbound Marketing?
Inbound marketing is a marketing strategy that
focuses on attracting prospective customers by
offering useful information. Brian Halligan,
cofounder and CEO of HubSpot, claims he
coined the usage of the term in this sense.
-wikipedia
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6. Why is it time to pay attention to
Inbound Marketing?
• Social Media distribution
vehicles (twitterfeed/social
sharing)
• Interruption marketing is
lessening
• Available content and
educational materials are
growing at an exponential rate
• Connection with buyers
happens 24/7
• SEO’s connection with content
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7. Challenges with CRM
• Current data is usually fragmented and old
• Executive management isn’t enforcing sales
team data input and integrity
• Contact management and data inquiry is the
main use for the system
• Lack of knowledge of all the capabilities of the
tools

8. The Opportunity with SugarCRM
• Prospect Data Store
• Lead Collection
• Automated Lead Routing
• Nurture Marketing
• Analytics and Campaign Testing
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9. SugarCRM Modules
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10. SugarCRM as the Hub
5 Keys to Implementation:
1. Integration using web-to-lead forms
2. SugarCRM dropdown fields
3. Campaign Management (webinar #2)
4. Segmenting data and using Nurture
Marketing
5. Usage of workflow (webinar #3)
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11. Ideal State
Populate
SugarCRM
Generate
Leads
Hit the
Target
Market
Build Socialize
Content Content Create
Revenue
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12. Integration using Web-to-Lead Forms
Contact Us Form
Calls to Action
Download Form
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13. Integration using Web-to-Lead Forms
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14. Integration using Web-to-Lead Forms
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15. Utilization of Dropdown Fields
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16. Form to Lead
Populate
SugarCRM
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17. Campaign Management
More to come in Webinar #2 on Campaign Management
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18. Segmenting Data for Nurture Marketing
There are a number of ways to do this!
Campaign Status
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19. Workflow (webinar #3)
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20. Recap
Using SugarCRM for
a Lead Generation
and Inbound
Marketing Hub
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21. Step #1:
Prepare SugarCRM to Receive Activity
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22. Step #2:
Tie it All Back Through Forms
Create Landing Pages with Form
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23. Step #3: Create Workflow
Design Lead Capture Process
Build in SugarCRM
Test the System
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24. Step #4:
Plant Social and Content Seeds
Opt In List
Email
Marketing Survey/Respondents/
Prospects
Landing pages
Website
Call to Action Buttons
across web site
Content Client List Call to Action Buttons
across web site
Relevant
Blog Series
Media
3rd Party Social Media
Channels
LinkedIn Groups and other
Syndication social bookmarkings
Whitepaper Websites
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25. Step #5:
Results-Lead Capture
Watch traffic build
Sleep while the engine works
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26. Step #5:
Results-Sales Develop
Lead Workflow, Funnel Management and Sales
Conversion
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27. But, there is more!
The Domino Effect from
Implementing this Strategy
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28. Site Traffic Blossoms Over Time
• New prospect traffic grows
• SEO and rankings climb
• Increase pageviews, time on site and reduction in bounce rates
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29. You Become Known in your Space
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30. SugarCRM’s Impact to Your Business
 Capture new prospects
 Optimize sales and marketing resources
 Report more accurate information for executive
management
 Generate clear ROI on marketing campaigns
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31. What to Remember
 The foundation is critical- data, systems and web site
 Frequency and relevance is a must
 Connection with Buyer Personas is key to the
strategy
 Content must be compelling, intelligent and
interesting
 Pay close attention to detail when using marketing
automation in SugarCRM
 Stay committed to the plan and process
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32. Webinar Series
1. Today: Using SugarCRM for a Lead
Generation and Inbound Marketing Hub
2. MAY 3: SugarCRM's Secret Weapon:
Marketing Campaigns
3. MAY 17: Maximizing Sales Lead Management
with SugarCRM Workflow
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33. Thank You
www.echogravity.com
kevin@echogravity.com
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