Transforming Marketing Data into a Useful Sales Pitch
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description
Marketing automation technology offers a myriad of tools for marketers that facilitate lead generation and marketing optimization. As a stand alone technology, MAP's provide a strong value proposition to any company. However, when closely aligned with sales, and properly integrated at a deep level with CRM, a MAP can drive meaningful sales engagement and assist sales in connecting with the right prospective buyers at the right time. This session will highlight five common ways MAP's accomplish this.
Transcript of Transforming Marketing Data into a Useful Sales Pitch
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?
Contact us
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