Patty CiscoMBA, Principal

• Gain Insight Into The 6 Smarketing Alignment Keys Imperative

For Effective On-line Lead Generation

• Discover The Hidden Benefits Of Sales & Marketing Alignment

• Explore The Essential Tools Of Smarketing Automation To Keep

Your Pipeline Full

FOCUS

Why Is Aligning Marketing & Sales

So Important Today?

Smar-ket-ing (noun): Strategic alignment between sales and marketing teams for the ultimate impact and growth of an organization

“You aren’t generating enough

quality leads!” “You aren’t working my leads hard

enough!”

MARKETING TEAM:

SALES TEAM:

MARKETING TEAM

SALES TEAM

The New Marketing & Sales Funnel

MEET YOUR 2015 CUSTOMER

• 60% of the buyer’s journey is complete before sales

gets the chance to form a relationship

• Currently 89% of consumers do an online search

before buying a product or service.

• 63% of all females and 73% of all males can’t go an

hour without checking their phone.

WHAT DO THEY WANT?

45% of seniors use Facebook (alfa.org/news)

41% of patients said social media would affect their choice of a

specific hospital, medical facility or doctor (2012 Google Compete Hospital Study)

59% of caregivers with internet access use online resources to

help them provide care and support for a family member (Pew Research 2013)

52% of caregivers said online resources have helped them cope

with the stress of being a caregiver (Pew Research 2013)

FACTS

Brand name means almost nothing to consumers; it is rare

for them to search by a community name (Caring.com)

21% start their search via a directory or comparison

site (Caring.com)

23% visited the website of a senior living community (Caring.com)

29% went to the websites that came up in the search at the top

of the list (Caring.com)

FACTS

90% of surveyed respondents who recalled reading online reviews claimed that positive online reviews influenced buying decisions, while 86% said buying decisions were influenced by negative online reviews - Dimensional Research

An action exerted by a person or thing with such power on another

to cause change - wiktionary.org

Marketers who have prioritized blogging are 13x more likely to

enjoy positive ROI - 2014 State of Inbound Marketing

INFLUENCE

• Grow 5.4 points faster than their less-aligned

counterparts when compared with

businesses in the same industry

• Close 38% more proposals than

non-aligned businesses

• Lose 36% fewer customers to competitors

Businesses that have the highest alignment with sales and marketing:

Source: MathMarketing

1

Increase Brand Awareness

Grow Website Traffic

Generate Leads

Retain Existing Customers

Expand Sales

Recruiting Employees

GOALS

2 STRATEGY6 Keys to Aligning Smarketing for Revenue Growth

90% of consumers do an online search before buying a product or service.

Not Understanding How the Customer Buys Online

PERSONAS3

SERVICE LEVEL AGREEMENT4

LEAD QUALIFICATION, SCORING & NURTURING5

• Nurtured leads produce, on average, a 20% increase in

sales opportunities versus non-nurtured leads. -DemandGen Report

• Companies that excel at lead nurturing generate 50%

more sales-ready leads at 33% lower cost. -Forrester Research

6 MONITOR & MEASURE

What is Marketing & Sales Automation?

What is Inbound Marketing?

BENEFITS

• When companies use marketing automation software, they convert 53%

more leads into marketing qualified leads, and report revenue growth on

average 3.1% greater than companies which haven't implemented a

marketing automation platform yet.

• 63% of companies that are growing faster than their competitors use

marketing automation.

• Prevents leads from slipping through the cracks and getting picked up by

competitors.

• Shortens the sales cycle.

• Increases productivity; because sales has more and higher qualified leads,

they can spend more time with leads that matter; and less time with cold

prospecting.

• 78% of successful marketers state that marketing automation is most

responsible for increasing revenue contribution.

• Marketers who implement marketing automation software see their

contribution to the sales pipeline increase by an average of 10%.

Benefits of Aligning

Marketing & Sales

• Taking repetitive tasks out of marketers hands,

so they can work on other projects (36%)

• Better targeting their prospects and

existing customers (30%)

• Improving customer experience (10%)

• Better email marketing (9%)

• Reduction of human error (8%)

• Lead management (4%)

• Multichannel marketing (3%)

Redeye and TFM&A Insights

Benefits

Inbound

Outbound

What is the cost?

Inbound Marketing costs 62% less per lead than traditional marketing.

Traditional MarketingAverage cost/lead: $373

What are the results?

B2B

B2C

Nonprofit

• Integrates the marketing & sales functions together

• Provides easy mobile access for sales reps

• Allows sales reps to focus on closing, and automated marketing to

focus on nurturing

• Provides clear, easy-to-follow dashboards for reporting

• Allows you to deliver the right content, at the right time in the right

channel to your customers and prospects

• Companies that utilize a CRM system can increase sales by 29%

A Marketing & SalesPlatform

• Does it seamlessly integrate with your existing CRM?

• How easy is it to create assets for my marketing programs and

make changes to them (emails, landing pages, etc.)? Do I need

to know HTML or CSS? What about for mobile optimization?

• Does it include a CRM? Or will I have to look at an

integration process with the CRM I have?

• How easy is it to measure the effectiveness of your

marketing -- and quickly act on it?

• When you have issues, how easy is it for anyone on your

team to get support?

Choosing Marketing Platforms

SEOAnalyst

Social MediaStrategist

EmailMarketing

ContentCreator

Editor

Sales & Marketing Strategist

WebDesigner

GraphicDesigner

PlatformManager

Publisher

Expertise

TAKE THE NEXT STEP?