Aligning sales and marketing to drive revenue growth
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Aligning Sales and Marketing to Drive Revenue Growth. Dan Allis Thomson Reuters Marketing Systems Manager. About Me. Dan Allis Marketing Systems Manager, Thomson Reuters Eloqua User 3+ years Top 100 @ Dan_Allis linkedin.com/in/ danallis. About Me. Avid Biker

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Aligning sales and marketing to drive revenue growth

Aligning Sales and Marketing to Drive Revenue Growth

Dan AllisThomson ReutersMarketing Systems Manager


About me

About Me

  • Dan Allis

  • Marketing Systems Manager, Thomson Reuters

  • Eloqua User 3+ years

    Top 100

    @Dan_Allis

    linkedin.com/in/danallis


About me1

About Me

  • Avid Biker

  • This Saturday:150-mile bike ride


About thomson reuters

About Thomson Reuters

  • Leading source of intelligent information

  • 60,000 employees in more than 100 countries

  • 2012 Revenue: US $12.9 Billion


Program agenda

Program Agenda

  • Automating lead capture

  • Marketing for sales enablement

  • Sending the right leads to sales

  • Automating programs

  • Reporting on results


Automating lead capture

Automating Lead Capture


Why automate lead capture

Why Automate Lead Capture?

  • Increase lead volume

  • Improved user experience

  • Standardize and improve collected data

  • Reduce form abandonment


Automating lead capture1

Automating Lead Capture

Four Approaches

  • Gated forms

  • Progressive profiling forms

  • Blind submit forms

  • Page tagging


Gated forms workflow

LONGER FORM

REQUESTED CONTENT

REQUESTED CONTENT

REQUESTED CONTENT

VERIFY FORM

EMAIL ONLY FORM

Gated Forms Workflow

Filled out form before?

Gated form cookie?

Yes

Yes

No

No


Gated forms examples

Gated Forms Examples

Short Form:

Long Form:

33% increase in leads generated!


Blind submit forms

Blind Submit Forms

  • Identify a contact by their email address and submits the form on their behalf

  • Makes email clicks actionable

  • Increased leads from newsletter by 75%!


Progressive profiling

Progressive Profiling

  • Progressive Profiling is a method of using forms to capture lead data gradually.Benefits include:

    • Collect more profile data over time

    • Improve data accuracy

    • Reduce form abandonment


Progressive profiling examples

Progressive Profiling Examples


Page tagging

Page Tagging

A Way To Make Web Visits Actionable

This information can be used to:

  • Enrich Lead Scores

  • Enhance Personalization

  • Indentify product interests


Sales marketing speaking the same language

Sales & Marketing:Speaking the Same Language


Agree on lead definitions

Agree on Lead Definitions

  • What is a:

    • Prospect

      An individual who has expressed an interest in us,

      and/or shows ability and likelihood to do business with

      us, and for whom we have contact information

    • Lead

      Target universe of potential customers who meet

      product / service segmentation criteria


Buyer personas

Buyer Personas

  • Create buyer personas to:

    • Indentify Targets

    • Improve Segmentation

    • Choose Relevant Content


Define lead funnel stages

Define Lead Funnel Stages

Demand Generation

Generating Inquiries thru Inbound & Outbound activities

Marketing Captured Lead (MCL)

Inquiry is validated and determined nurture-ready

Marketing Qualified Lead (MQL)

Lead score merits Sales assignment

Sales Qualified Lead (SQL)

Sales qualifies Lead with BANT

Opportunity

New Sale

Opportunity is ‘Closed/Won’


Sending the right leads to sales

Sending the right leads to Sales


Sending the right leads to sales1

Sending the Right Leads to Sales

Lead Scoring

  • Agreement with Sales and Marketing on the handoff of leads

  • Agreement with Sales and Marketing on the readiness of leads

    • Prioritizes leads with best revenue potential

    • Flag leads that aren’t a good fit

    • Enables process alignment with Sales and Marketing


Co dynamic lead scoring

Co-Dynamic Lead Scoring

Co-Dynamic Lead Scoring: Profile Fit and Engagement

  • Profile Fit: is this the right person based on our buyer personas? are they likely to buy from us?provided by or about the prospect e.g. Job title, Industry segment.

  • Engagement: are they showing the right level of interest? how have they engaged with us so fare.g. Web-site visits, whitepaper downloads,e-mail opens and click throughs?


Co dynamic lead scoring examples

Co-Dynamic Lead Scoring - Examples

C2PressDownload Trial

A2CEODownloaded Sales SheetsB1

  • ManagerAttended Tradeshow

D4BikerVisited Webpage


Lead scoring pilot

Lead Scoring Pilot

Start small and test

  • Get feedback from Sales on Scoring criteria

  • Send Sales all leads with lead ratings

  • Have pilot team evaluate lead scoring:


Lead scoring pilot continued

Lead Scoring Pilot (continued)

Analyze the results of pilot, make adjustments


Route leads based on lead scores

Route Leads based on Lead Scores

Jake Smith,Brand Manager

opened email

+ browsed website

= C3 (low score)

John Smith,Patent Attorney

clicked on email

+ visited tradeshow booth

+ requested a trial= B1 (high score)

Marketing qualified:send to Sales

Not qualified:nurture by Marketing


Automating programs creating nurture tracks

Automating Programs:Creating Nurture Tracks


Benefits of nurturing leads

Benefits of Nurturing Leads

No response left behind

  • Generate more sales ready leads

  • Maintain the conversation

    • Move the conversation forward for sales

    • Accelerate the conversation toward buying decisions

    • Address buyer concerns / (info buyer?)

  • Improve lead quality

  • Shorten sales cycle


Example nurture track

Example Nurture Track

Week 4: Demo offer

Week 3: Product video:

Week 2: Case study

Week 1: White paper


Empower sales with lead nurturing

Empower Sales with Lead Nurturing

Second Chance Program

Give sales the option to add leads to second chance programs:


Marketing tools for sales

Marketing Tools for Sales


Nurturing programs for sales renewals

Nurturing Programs for Sales Renewals

  • Email customers well before their renewal date

  • Send notifications to sales reps


Nurturing programs for customer satisfaction

Nurturing Programs for Customer Satisfaction

  • Onboarding: Increase user adoption with training emails

  • Survey customers for their feedback

  • Manage Trial Programs

Our on-boarding program has increased take up of new user accounts from 66% to 80%


Eloqua for sales discover

Eloqua for Sales - Discover

Make it easier for sales to identify and track leads


Eloqua for sales profiler

Eloqua for Sales - Profiler

Focus conversations on the leads interest


Eloqua for sales engage

Eloqua for Sales - Engage

Enable Sales to send consistent and branded messages


Reporting on results

Reporting on Results


Define lead funnel stages1

Define Lead Funnel Stages

Conversion

Rates

Demand Generation

Generating Inquiries thru Inbound & Outbound activities

Marketing Captured Lead (MCL)

Inquiry is validated and determined nurture-ready

15%

Marketing Qualified Lead (MQL)

Lead score merits Sales assignment

New Business conversion rate is 40% above B2B Averages! *

59%

Sales Qualified Lead (SQL)

Sales qualifies Lead with BANT

* Sirius Decisions

21%

26%

Opportunity

35%

New Sale

Opportunity is ‘Closed/Won’


Overall results

Overall Results


About the markie

About the Markie

Eloqua’s award to celebrate and recognize excellent marketing


Markie winner

Markie Winner


Key take aways

Key Take Aways

  • Automate forms – gated, blind, progressive

  • Score leads – only send high scored leads to sales

  • Create programs – nurture, onboarding, renewals

  • Reporting – single point of truth


Thank you

Thank You

@Dan_Allis

linkedin.com/in/danallis


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