I don’t care about open rates and click through rates…..give me something I can USE!

Marketing automation often fails to properly support sales by focusing on placing unnecessary data into CRM records.

MAPs need to focus on providing sales what they want, need and can use while on the phone.

Supporting sales

Challenges with modern B2B sales

The buyer journey has become self-paced

The buyer journey has become self-paced

How should MA support sales?

The value of marketing intelligence in CRM

Performance is high when marketing aligns with sales

What information should marketing present to sales?

• Engagement information – how engaged is someone

with your company over time?

• Implicit behavioral data – website activity (visit depth,

downloads, page history)

• Campaign response history – summary level on which

campaigns elicit a desired response

• Summary level information

5 ways marketing automation can support sales

• Facilitate engagement between sales and self-

directed buyers

• Keep CRM free of unqualified suspects and eliminate

lead leakage

• Nurture cold to lukewarm leads

• Alert sales of high-value prospect activity in real-time

• Give sales insight into buyer interest before they call

the prospect

1. Facilitate engagement

• Website visitor tracking captures valuable lead behavior• Leads are scored and pushed

to CRM• Sales is alerted via email • Sales reviews marketing

intelligence in lead/contact entity prior to follow up• Better information in real-time

facilitates improved person-to-person engagement

2. Keep CRM clean and eliminate leakage

3. Nurture cold leads

• Nurture marketing combines both

marketing and sales actions into

a single campaign

• Enrollment based on scoring,

lead status changes, forms

activity, or web activity

• Sales can automatically flag

leads for re-marketing

• Sales is alerted when activity

occurs at any stage of a nurture

flow

4. Alert sales of high-value activity

• Drive meaningful, person-to-

person engagement

• Engage when prospect interest

is highest

• Put some control back into sales’

hands

• Keep sales excited about lead

gen/marketing efforts

• Lead scoring ensures only SQLs

move to sales

5. Give sales insight into buyer interest and behavior

• Web engagement

• Email and campaign responses

• Event attendance

• Forms and survey completions

• Lead score profile and history

• Create a total picture of a buyer’s behavior and

interest

• Present data in a way sales can digest and use in

real-time

What does this look like in Sugar?

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