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360 Degree Marketing. Summit 2010. Our Premier Sponsors. Introduction. Kevin Miller – EVP Marketing & Sales – SalesFUSION 17 Years database/direct marketing & CRM Retail & B2B Principle at SalesFUSION SaaS Marketing Automation solution Microsoft Dynamics ISV Partner

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360 degree marketing

360 Degree Marketing

Summit 2010

Our Premier Sponsors

slide2
Introduction
  • Kevin Miller – EVP Marketing & Sales – SalesFUSION
  • 17 Years database/direct marketing & CRM
  • Retail & B2B
  • Principle at SalesFUSION
    • SaaS Marketing Automation solution
    • Microsoft Dynamics ISV Partner
    • Embedded Demand Generation

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slide3
What we’ll cover today
  • What does 360 degree marketing really mean?
  • Understanding the direction of b2b marketing
  • The lead to revenue management cycle
  • Marketing & sales collaboration
  • The lead handoff
  • Key technologies/processes/metrics

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marketing in 2010
Marketing in 2010

Mobile

SMS

Blogs

RSS

Podcasts

Wiki’s

Online Display

Paid Search

Landing Pages

Microsites

Webinars

Affiliate Marketing

Direct Mail

Phone

TV

Radio

Display

Website

Email Marketing

Print on Demand

  • Your target audience has access to more information
  • Your target audience has more influence than ever before

Late 70’s

90’

99’

00’

Direct Mail

Phone

Print

Radio

Direct Mail

Phone

TV

Print

Radio

Display

Online Display

Paid Search

Landing Pages

Microsites

Webinars

Email Marketing

Affiliate Marketing

Direct Mail

Phone

TV

Radio

Display

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slide6

Which of the following tactics does your marketing organization use?

Base: 249 B2B marketers at companies with 50 or more employees

(multiple responses accepted, does not include “other”)

slide7
What is different about marketing today?
  • Marketing’s Role
  • Identify leads
  • Generate leads
  • Execute campaigns
  • Pre-qualify leads
  • Nurture leads
  • Re-Market stale sales leads
  • Sales’ Role
  • Complete lead qualification
  • Present and propose solutions
  • Propose pricing
  • Execute contracts
  • Close business
  • Cross-sell

Marketing‘s role has expanded

Marketing’s function penetrates deeper into the funnel than before

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slide8
Implications of eMarketing growth
  • More leads for less
  • Programs are cheaper and more immediate
  • Higher volume of leads
  • Lower quality leads
  • Less Personnel available to qualify
  • Automation helps but is not foolproof
  • Campaign waste
  • ROI tracking (based on opportunity data) misaligned with real-time nature of lead generation

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slide9
Components of 360 Marketing
  • Email Campaigns
  • Webinars
  • PPC
  • Social Media
  • Trade Shows
  • Online Ads
  • Lead Scoring
  • Lead routing
  • CRM Integration
  • Lead Alerting
  • Lead Analytics
  • Campaign tracking

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slide10
Implementing 360 marketing
  • Marketing and Sales need to share and play NICE!
  • Marketing and Sales must collaborate
  • Determine mutual goals & outcomes
  • Build a model for lead routing
  • Lead scoring – sales & marketing must define

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slide11
Understanding the lead to sales process

Landing Pages/Lead Capture

High Score Leads

Mktg

DB

www.website.com

Low Score Leads

  • Universal processes
  • Marketing drives leads to website
  • Website attempts to capture leads with forms
  • Lead information is analyzed
  • Routing to CRM based on Lead Score
  • Nurturing of unqualified leads

Loop-back opportunity data/lead data for ROI analysis

Mktg

DB

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slide12
Understanding the lead to sales process
  • The lead handoff – always a trouble spot
  • Disconnect due to lack of rules
  • Conflict over ownership/accountability
  • Technology mismatch
  • How do we solve this problem?
  • Marketing & Sales – play for the same team
  • Collaboration versus accusation
  • Establish rules, measures, reporting up front
  • Match technology so everyone is in the game

High Score Leads

Mktg

DB

Low Score Leads

Loop-back opportunity data/lead data for ROI analysis

Mktg

DB

Share | Learn | Save

slide13
Managing the flow of leads
  • You must first solve the technology mismatch
  • Email marketing tools (ESP) don’t match with CRM
  • Demand Gen solutions do
  • Ensure you can connect field by field between systems
  • Ensure you can delineate between a lead and a contact
  • How does data move from marketing to sales
  • When and Why?

High Score Leads

Mktg

DB

  • Start with Simple lead scoring
  • Work with sales to define lead scores
  • A = Near term purchase potential
  • A = Meets lead demographics
  • A = Behavior is suspiciously good
  • B = Would a sales rep expend time on this lead?
  • Should you have C, D, E?
  • Starting simple is better – don’t outthink yourself

Low Score Leads

Loop-back opportunity data/lead data for ROI analysis

Mktg

DB

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slide14
Involving sales in the demand gen. process
  • Sales can be a vital extension of marketing (and visa versa)
  • Lead scoring – sales must define “qualified”
  • Lead ownership – who owns what until when?
  • Email alerts – forms completed & website activity
  • Establish rules for follow up
  • Include sales on campaign reports
  • Allow sales to promote with Tracking URL’s
  • Include sales in campaign planning

High Score Leads

Mktg

DB

CRM

Low Score Leads

Loop-back opportunity data/lead data for ROI analysis

Mktg

DB

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slide15
Social Media Marketing’s growing role
  • Inbound and outbound must be harnessed
  • Campaign waste is likely
  • There is no play-book in place
  • Marketing and Sales play a role
  • Where does it fit in the overall marketing plan?
  • Should there be budget and resources allocated?
  • Is it just another form of SEO?
  • How do we track efficacy of campaigns (if they even can be considered campaigns?)
  • More questions than answers

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slide16
Lead Ownership – Ensuring success
  • Who owns the lead & until what point?
  • Preserving the lead source code through the sales Process
  • We market to individuals but sell to companies
  • What happens when a lead goes into CRM?
  • Assignment of individual to the account record – main cause of lead source masking
  • Sales gamesmanship – take credit for the lead – open new lead with lead status “Cold Call” – makes sales look good because they “found it”
  • Marketing system with integration to CRM is key
  • Marketing can keep track of individual and lead status changes
  • Report on how far leads get in the CRM/Sales process
  • Collaboration and agreement with sales in advance

Marketing Systems and CRM Systems – Issues with Database structure

CRM Tables – Lead, Contact, Account, Opportunity

Marketing Tables – Lead, Campaign, Company

This mist-match in table structure is a big problem in tracking ROI

Most marketing point solutions (email, web tracking, landing page….etc.) have no database structure beyond 1-dimensional lead tables – so when the lead converts in the CRM – Marketing loses visibility

Marketing Tables Lead, Campaign, Company

CRM Tables – Lead, Contact, Account, Opportunity

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slide17
Lead Scoring Primer
  • Your lead flow traffic cop
  • Regulate the flow of leads from the Marketing System of Record to CRM
  • Adjustable – campaign by campaign
  • Drive both Sales Follow up and Trigger Campaigns
  • Precursor to lead routing
  • Continuous evaluation and updates
  • Implicit and explicit data
  • Scores on 4 types of data
    • Web browsing activity
    • Campaign response
    • Survey/Forms responses
    • Data validity

A good lead scoring algorithm isn’t difficult

Taking action based on scores can be with the wrong solution.

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slide18
Using lead scoring to manage ROI in online campaigns
  • Using lead scoring to justify spend
  • Scoring algorithm – based 4 buckets of data
  • Web activity, Campaign Response, Survey Response, Data Validity
  • Scores - translate from arbitrary numbers to groups
  • Gold Silver….A, B…Low Interest, High Interest…..etc

Measures and Reports

Frequency – Daily, weekly

Report Measures

Number of Clicks, Click-throughs

Number of Leads per interest group per Adgroup

Baseline percentage established per group – (ie 5% clicks convert to Gold, A or High)

Statistics should determine additional spend per group (Red Light/Green Light)

  • Campaign purpose – generate high quality leads
  • Reporting – provide real-time and short term views into adgroup performance
  • Management – show incremental progress of programs
  • Lead ownership – High-value (sales), low-value (marketing/nurture)

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slide19
The Basics – critical integration points
  • Successful marketing to sales integration
  • “Place at the table” functionality
  • Basic email integration – show email campaign history in CRM (opens/clicks)
  • Web activity – show lead/contact/account web activity in CRM
  • Alerts – via email – let sales know when high-value leads are on the site
  • Ability to “create a lead”
  • Ability to “append a lead”
  • Show & protect “lead source” in CRM (vital) – ensure lead source carries through to conversion.
  • Marketing must be able to view/report on lead status/opportunities related to lead source.

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slide20
Basic Marketing to Sales Integration
  • Email & Web Visitor Activity
  • Real-time – import campaign/web history into lead/contact history
  • Give sales contextually relevant information prior to first call
  • Information on campaign/activity is passed via trigger at the time of activity

Email campaign data

Web activity data

Campaign responses

  • Next generation from email blasting
  • Utilizes different types of email campaigns (trigger, drip, nurture)
  • Web visitor activity is the major differentiator and value proposition

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slide21
The importance of web visitor tracking
  • Web Visitor Activity in CRM
  • Drives trigger-based campaigns
  • Helps in delivering the right content to the right person at the right time
  • Helps sales in direct follow up
slide22
Web Visitor Activity Tracking
  • Code on site – identifies known/unknown visitors/companies
  • Driving factor in lead scoring & nurture campaigns
  • Should be used for both sales follow up and marketing campaigns
  • Similar to transaction data used in RF Models in retail sector
  • Next generation from email blasting
  • Utilizes different types of email campaigns (trigger, drip, nurture)
  • Web visitor activity is the major differentiator and value proposition

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slide23
Methodology for ROI tracking on PPC
  • Automatically map leads/campaign spend to opps
  • Trackable by opportunity stages in Microsoft
  • SF360 database structure allows for this (CRM-backend)
  • ROI Calculation triggered on closed-won status

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slide25
Questions?
  • Kevin.miller@salesfusion.com
  • www.salesfusion.com
  • Thank You

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360 degree marketing1
360 Degree Marketing

Wrap-Up

  • Thanks for joining us!
  • Fill out session evaluations
    • Go to CRMUG.com for the survey link
  • Submit your Town Hall questions
  • Looking to connect with someone?
    • The Connections Café
    • On Twitter (#CRMUG)