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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



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



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 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:



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



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’



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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