Effective marketing isn’t a megaphone. It’s a conversation—a conversation that should be fueled by the information you’re already collecting about your audience. This session is designed to show marketers how to build, track, and automate digital campaigns by creating a seamless experience between your CRM and marketing automation platform.

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Natalie Jackson, emfluence
njackson@emfluence.com
CRM and Marketing Automation:
A Seven-Part Love Story
@NatalieOnWire

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Marketers Data
• How many people saw my ad?
• Of those people, how many
were dog people?
• How many of those dog
people liked Chihuahuas?
• How many Chihuahua lovers
celebrate their dogs’ birthday?
• What kind of cake do they buy
for their Chihuahua?

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57% of marketers using marketing
automation tools state lead nurturing as
one of their most important strategic
goals.
Ascend2 “Marketing Automation Trends Survey” (2016)

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First decide what you want to nurture (and why):
In emfluence
Create a Group and an
automated workflow.
• “Sign up for the newsletter”
• “Thanks for contacting us”
• “View a demo”
• “Get event updates”
In CRM
Build a workflow to
automatically add leads to a
marketing list:
• New leads
• Completed phone calls
• Custom fields

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When leads are nurtured first, B2B
marketers see an average of 20%
increase in sales opportunities versus
non-nurtured leads.
DemandGen “Calculating the Real ROI from Lead Nurturing” (Aug 2013)

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Don’t call everyone who downloads content:
In emfluence
Automate what you can and
know it’s early funnel that
you’re working with:
• Landing page  form 
automated email flow
• “No regrets” message
• First touch from company,
second, third, etc. from Sales
In CRM
Content downloads are not
contact form submissions. Work
with Sales on what “sales
ready” means. Downloads are
often:
• In the research phase
• In search of help
• Competitors

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As much as a quarter of your email list
goes cold each year, but cold doesn't
necessarily mean these people are gone
forever.
Email Monks (June 2016)

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Social Media can help you warm up a cold list:
In emfluence
Create compelling content (i.e.,
a how-to guide or an event
invitation). Make them get it
through:
• Landing page  form 
automated email flow
• “No regrets” message
• First touch from company,
second, third, etc. from Sales
In CRM
Create marketing lists based
on time stamps in CRM:
• Last activity date
• Modified on
• Opportunity close date
• Created on date
Download list from CRM and
upload to social media as a
custom audience.

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Converting a lead into a prospect often
takes more than a dozen touches. Use
social media to help you connect outside
the inbox.
The Data & Marketing Association, August, 2016

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Social Media can help you explore new options:
In emfluence
Create industry-specific content
that answers questions you can
solve for your audience:
• AnswerthePublic.com
• Ask in a survey
• Follow industry newsletters
and reports
• Remarket to trade show
In CRM
Create marketing lists based
on objective/industry:
• Products interested in or sold
• Industry
• Job title
• Event attendees
• Or combos of the above

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Segmented emails generated higher
engagement than blanket emails. This is
particularly true when emails are opt in.
Email Monday, Getting Smart with Email Segmentation

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Use personal information to segment emails:
In emfluence
Create segmented emails super
targeted to each purpose.
Automate & use content blocks:
• “You might also like…”
• “Congratulations on your
purchase!”
• “The weather’s cold in
66213 this week”
In CRM
Create marketing lists based
on personal data:
• Products interested in or sold
• Zip code
• Sales Stage
• Owner
Build workflows in CRM to
auto-add new to list.

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Everybody talks about lead scoring, but
very few marketers know what to do
with the scores they’re collecting.

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Score one for the home team:
In emfluence
Determine what actions make
someone a “sales ready” lead:
• How many page views?
• How many opened emails?
• How many forms?
• How many landing pages?
Import over anyone who
reaches the threshold.
In CRM
Create a marketing list as a
landing page for Sales:
• Train your sales team on
where to look for their leads
• Annoy them until it’s habit

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Tie your sales from lead to opportunity
to close deal by connecting CRM and
MAP. Use this information to determine
the ROI of your marketing campaigns.

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Put numbers to what you’re doing:
In emfluence
Map your CRM campaigns to a
custom field in the Platform:
• Track every Platform contact
to its corresponding CRM
Lead
• Know dollars if/when lead
converts to opportunity, plus
CRM calculates quick ROI
In CRM
Keep track of what you’re
doing in the Platform and what
you’re spending:
• Create a CRM campaign for
every social/email campaign
you run in the Platform
• Track costs in CRM of
EVERYTHING (including
what you spend on social)

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BONUS!
Tie this information into a analytics
dashboard to quantify the lifetime value
of your leads for each type of marketing
campaign you run.

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To really fall in love, think beyond campaigns:
• End the attribution fight!
• Know how much revenue is marketing influenced and how much
revenue is marketing generated!
• Make friends with Sales and Accounting!

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