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Strategies to close the loop between marketing and sales for measurement and effective planning. This presentation was delivered at the Inbound Marketing Summit, September 8, 2008.
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Closing the Loop Between Marketing and Sales
September 8, 2008
Copyright 2008 Find and Convert2
Bernie Borges Background
20 + years marketing experience Enterprise Software & Internet Industries Since 2002 Providing:
• Internet Marketing Strategies• Search Engine Optimization• Pay per Click Advertising Management• Visitor Conversion Strategies• Social Media Marketing Strategies
Help clients drive sales opportunities through the web.
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B2B B2C Geographic Sales Coverage Roles/Titles Experience w/Internet Marketing Company Size
Audience Poll
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Marketing Tee’s up Sales for Success Sales Produces Revenue
Role of Marketing Basics
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Online Marketing• Organic SEO
• Paid Search
• Social Media
• Webcasts/Email Offline Marketing
• Direct Mail
• Print Advertising
• Events
• PR
Types of Marketing
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Developing, implementing, managing and measuring marketing plans that have a tangible result on the business.
Closing Loop Between Marketing & Sales
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Relationship Strategy Best Practices Measurement
Closing Loop Pillars
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Relationship Pillar
Exec. Mgmt. Marketing Sales Finance/IT
Align with company vision/strategy
Identify target markets, set promotion strategy
Develop sales model, recruit, manage, measure
Set up manage financial systems & budgets
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Align w/Stakeholders Understand Strengths/Weaknesses Clarity of Messaging Define “A” & “B” Opportunities Understand Behavior of Target Market Listen to Customers/Online Community Allocate Resources Wisely Think “small”
Strategy Pillar
Long Tail
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Eat Lunch w/Stakeholders Know Competition Inside & Out Know Industry Thought Leaders Produce Lots of Content Test, Measure, Revise Don’t Be Afraid To:
• Experiment
• Fail
Best Practices Pillar
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Measurement Goals/Criteria• Sales
• Leads
• “Buzz”
• Traffic
• Brand Improvement
• Cost per ….
Measurement Strategies Pillar
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Measurement Strategies
Traffic Buzz Brand Leads SalesReferring sites Viral growth of
contentIncreased awareness
Forms filled requesting info
Revenue increases
Keywords “you’re everywhere”
factor
Sales staff feedback
Live chat session requests
Sales cycles shorten
Unique/Repeat Visitors
Increased size of groups, followers, RSS subscribers,
etc.
Invitations to write, speak, interview, etc.
Downloads Competitive threats weaken
Pages visited Industry thought leaders write
about you
Track company name mentions in
media
Cost per lead Market share grows
Bounce rates Speaking opportunities
increase
Track company name searches in
web analytics
Employment applications
increase
Media coverage increases
CRM Integration
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Measurement Strategies
$1 $100 $1,000Manual Hubspot Eloqua
Calculate SEO/SEM costs
Search Marketing analytics
Manage multi-channel campaigns
Calculate Social Media costs
CRM tracking to Salesforce.com
Score and profile leads, screen before
passing to sales
Vendor fees, click fees, free tools
Measure sales per keyword, referral
source, tie to marketing events, etc.
Track campaign results all the way to closure
Apply known conversion rates and stakeholder agreed
assumptions
Call tracking: toll free and local phone numbers tied to
keywords & landing pages
Real time synchronization of
marketing data with CRM system
100% Manual & Subjective
Reasonable level of automated tools with
some manual tracking
High level of automated tools
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Understand Cost of Sales Do More or Less of Something Experiment More Re-Allocate Budget/Resources Create More Content Stay Aligned w/Stakeholders
Turning Information Into Action
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Case Studies:
Marketing Results Actions
SEO Increased traffic More content
Press Releases Increased traffic Maximize frequency
Lead Lander Track page views Sales follow up
Google Analytics Track keywords Prioritize keywords
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Case Studies:
Marketing Results Actions
SEO Increased traffic Industry specific content
Capterra Qualified leads Maintain budget
Hubspot Track source of leads & keywords
Reinvest in select keywords
Webcasts TBD Based on industry topics w/success history
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Case Studies:
Marketing Results Actions
Direct Mail 137 leads, $223 cost/lead, 25% higher than planned, 20 sales
Re-allocated marketing more to one product
PURL Lead Capture
Exact tracking of lead
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Case Studies:
Marketing Results Actions
SEO & PPC SEO Increased traffic: one recent sale (accelerated)
More content, link building
Tradeshows
Affiliates
Email Marketing
Direct Mail
Google Analytics Track keywords Recognize brand improvement
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Case Studies:
Marketing Results Actions
SEO & PPC Increased traffic/leads
More content, link building, PPC
Print Advertising Perceived to drive website traffic
Maintain, seek to measure better
Tradeshows Qualified sales leads
Maintain select shows
Hubspot (new) Aim to increase tracking
Seek to allocate budget based on better metrics
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Case Studies:
Marketing Results Actions
SEO & PPC Increased traffic/leads
Robust sales pipeline
Alignment w/CEO, VP Sales, CFO
More content, link building, PPC
Seek to tie metrics together better
Seek to allocate budget based on better metrics
Direct Mail
Print/Banner Advertising
Tradeshows
Email Marketing
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Case Studies:
Marketing Results Actions
SEO Tripled
traffic/leads
Keyword visibility into Salesforce.com
Social media traffic tripled
Selected Hubspot for single-point management
Studying buyer patterns (new category)
Creating more content
Refining keyword strategy
PPC
Email Marketing
Webinars
Content Marketing-Best Practices-Training Content
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Case Studies:
Marketing Results Actions
SEO & PPC Increased traffic/leads
Better able to measure source of leads
More content, link building
Maintain print advert.
Re-allocate budget based on lead metrics
Print Advertising
Direct Mail
Telemarketing
Lead Lander
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Case Studies:
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Case Studies:
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Case Studies:
Marketing Results Actions
Webinars Standardized marketing processes
Doubled # marketing campaigns
Reduced campaign execution time 50%
More campaign planning w/alignment
Improved sales execution
Tradeshows
Other Tactics…
Eloqua
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Relationships w/Stakeholders• Build, sustain, reinforce
Strategy• Set, check often, experiment
Best Practices• Test, measure, revise
Measurement• Agree on criteria
Closing the Loop Summary
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Which Marketing V.P. is Closing the Loop?
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Bernie Borges Contact [email protected] Emailhttp://www.findandconvert.com/blog/ Bloghttp://profile.to/bernieborges/ Facebookhttp://twitter.com/berniebay Twitterhttp://www.linkedin.com/in/bernieborges LinkedIn
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