Published on December 19, 2013
Align Sales and Marketing The Marketing Automation Advantage Derek Grant Director of Sales Corporate Pres – PowerPoint Template – 16x9 FY14.pptx
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Hi, I’m @derekgrant I’m Derek Grant • I manage sales at Pardot, a salesforce.com company Motto: • Be Brief • Be Brilliant • Be Gone
What is Marketing Automation? At a high level
What is Marketing Automation Lead Lead Data Lead Events Personalized 1:1 Messaging Buying Cycle Journey
POLL Are you currently using a marketing automation system?
Features and Benefits 5 ways marketing automation adds value
Shift from selling to buying The Internet is changing the buyer’s journey
The sales process is changing • 70% of the buying process is now complete by the time a prospect is ready to engage with sales. (SiriusDecisions) • By 2020, customers will manage 85% of their relationship without talking to a human. (Gartner)
The sales process is changing
Give Sales X-Ray Vision Monday: • Message Left • Email • Click Thru Email • View 4 Pages Wednesday: • Message Left • Email • Search “Pricing” • View “Pricing” Page
Give Sales X-Ray Vision
Identify “Sales Ready” Leads Lead qualification drives sales performance
Sales Bandwidth is Limited • Only 17% of leads convert to qualified opportunities (Bridge Group) • 80% of all marketing-sourced leads are mis-handled by sales (Forrester Research)
Focus on the Most Promising Leads Activities Determine Interest • Form Submission +50 • “Contact Me” Form +150 • Page View +1 • Careers Page -30 Demographics Determine “fit” • US-Based, +$500M A+
Focus on the Most Promising Leads
Send Sales The Best Leads Timely follow up drives connect rates & pipeline
Being Timely Matters • For inquiries submitted on the web, 78% of sales go to the first company to respond (InsideSales). • 25% of marketers that adopt mature lead management practices report that the sales team routinely contacts the prospects within one day (Forrester).
Strike While the Iron is Hot Assign The Best • Automation Rules Assign “Sales Ready” leads • Geography • Industry • Salesforce lead assignment rules • Create SFDC Tasks • Update Campaign Status
Strike While the Iron is Hot
Nurture Early Stage “Suspects” Stay top of mind with all your prospects
POLL Are you currently nurturing prospects?
Nurturing Drives Performance Educate Prior to Sales Engagement: • Average 20% increase in sales opportunities from the nurtured leads (DemandGen Report) Eliminate Repetitive Sales Tasks: • It takes an average of seven touches to convert a “suspect” to a “prospect,” which grows to eight touches for enterprise-level accounts (Bridge Group) Earn More of their Budget: • Nurtured Leads have a 47% higher order value than their non-nurtured peers (Annuitas Group)
Stay Top of Mind Nurture the Rest • Nurturing stays in front of early stage prospects • Warm up “Suspects” • Sales Driven “Stay in Touch” • Automated “Recycling” • “On Behalf Of” • Fakes Sincerity
Show Your Value Revenue growth garners respect for Marketing
Show the Value of Marketing CEO’s Don’t Trust Marketers • 80% of chief executive officers admit that they do not really trust and are not very impressed by their chief marketing officers (Fournaise Marketing Group). It Earns Respect • 76% of B2B marketing professionals agree or strongly agree that their “ability to track marketing ROI gives marketing more respect.” (Forrester Research)
Show the Value of Marketing • Perception of Marketing as a “Cost Center” • Granular Campaign Analytics empower data driven decisions: • Search (SEO, PPC) Email (Blast, Drip) • Social Media • Everything is compared to revenue
Show the Value of Marketing
Derek Grant Director of Sales @derekgrant firstname.lastname@example.org
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