Download pptx - The Marketing Automation Blueprint for Success

The Marketing AutomationBlueprint for SuccessPresented by Act-On Software & Invigra

Your Hosts For Today’s Presentation

Mr. Jeffrey LintonProduct Marketing ManagerAct-On Software

@[email protected]

Mr. Stacy GentilePresidentInvigra

@[email protected]

The Marketing Automation Blueprint For Success

Are you in the right place?


If Sales = Your #1 ChallengeWe want to demonstrate how marketing automation will help


Welcome to the new world of sales

• Sales cycles are getting longer• Fewer sales people making quota• More and more deals are going MIA• Budgets are shrinking • It’s harder to get a hold of people • Buyers have more choices and leverage them• Buyers get you involved much later in the process

SALESHORSEPOWER | www.invigraleads.com | tel. 414-573-5443 | [email protected]

<20%Of a single-threaded sales person’s time is actually spent on prospecting for new business.

Too Much Non-Sales Time


Inside Sales Teams Have Problems• 40% of IST Reps are under quota • 7 / months is Avg. Sales Cycle• 1/3 of average deals are lost + another ¼ with no decision • Only 28% of Orgs have a blended approach• Only 24% of companies use a Marketing Automation Platform • Only 22% of companies conduct lead nurturing • Avg. size of IST is 8 people (86% of orgs <$10M have less than 10 Reps)• 1 Lead Generation person for every 4.3 sales people• 3 month ramp up time per sales person • Avg. Inside Lead Generation person generates 19 appts / mo. (quota)• 7 of those leads are Sales Accepted (quota)• 74% of Lead Generation Reps achieve quota • IST Reps avg. 56 Dials / day | 81 with a dialer technology • IST Reps avg. 9 conversations / day • IST Reps avg. 16% dial to conversation ratio • Avg. IST Rep gives up after 5.6 attempts

(Gleanster Survey 2012 & The Bridge Group Metrics Report 2012) The Marketing Automation Blueprint For Success

Too Many Sales People Are Stumbling Around In The Dark

Ouch Umph Ouch HEY Watch Out

Crunch yikes

Bang Ouch uugggg! The Marketing Automation Blueprint For Success

5 Keys to a Successful Marketing Automation Blueprint

1. Build a Solid Sales Infrastructure 2. Know Your Targets & Have a Good List

3. Understand Lead Scoring 4. Content Marketing

5. Don’t Sit Around & Wait(pick up the phone)


1. Build a Solid Sales Infrastructure

Target Lists

CRM

SalesIntelligence

MarketingAutomation

Content(Light & Heavy)

SocialMedia

WebConference


2. Know Your Targets & Have a Good List

• Know your market• A bad list screws up everything downstream• The average CRM database has 30-60% bad records• All purchased lists have problems (17-30%) and are

going to need significant initial scrubbing• The only good list is the one you spent 5 years cleaning • Everyone needs a bucket (Dispositions in CRM) • Bonus Thought: Bounces are opportunities• Collect, Collect, Collect all the data you can


3. Understanding Lead Scoring1. Demographic (profile)

– Industry– Position / Job Title– Revenue– Geography

2. Digital Behaviors (activity)– Opens– Clicks – Webpage Visits– Downloads– Webinars

3. Qualification Questions (human 2 human)


Lead Scoring in Detail


Ideal Prospect… define yours?

-Top Level -Mid Level -Lower Level

Prospect 2

Demographic Score = 100

Digital footprint Size = 240

Qualifying Questions = 500

vs.

Lead Scoring Helps Focus Salespeople’s Time


60 840

Prospect 1

Demographic Score = 20

Digital footprint Size = 20

Qualifying Questions = 20

CM Calendar


4. Content Marketing

5. Don’t Sit Around And Wait (Pickup The Phone)

• Blended strategies work the best (in & out)• Develop a threshold (One click isn’t qualified)• Develop a sales cadence • Nurture - Measure - Nurture• Forget selling, think service, think education• No scripts, no sales language, Only Fit & Truth



Click to Download your Blueprint


http://www.actonsoftware.com/acton/fs/blocks/showLandingPage/a/248/p/p-0181/t/page/fm/0