People, Process & Platform - Achieving Sales & Marketing alignment
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Join the Silverpop team for a 45 minute overview that will lift the lid on how we revolutionised the “ties that bind” the two teams together, how we implemented a Service Level Agreement which adds process to lead flow and then optimized how CRM and Marketing Automation work together. During the presentation we’ll explore how you can impact your business and result in: • Initiate immediate follow up with your prospects through automated campaigns • Engage your leads with highly relevant content • Capture relevant behaviours based on interaction with content on your web site • Automate tactical activities so you can focus more on strategy • Free marketing reliance on other groups in your organization • Understand the revenue generated by marketing through robust campaign measurement
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People, Process & Platform - Achieving Sales & Marketing alignment
- 1. People, Process and Platform Achieving Sales & Marketing Alignment
- 2. Introducing… Ben Chamlet Product Consultant
- 3. Silverpop is the digital marketing platform that delivers superior overall return on relationship powered by the deepest insight into the way customers behave.
- 4. Increase Capture Automate relevancy and and leverage tactical activities drive revenue rich behavioral data Deliver Report Decrease multi-channel on performance reliance on support marketing programs and revenue contribution from outside groups
- 5. 1. An understanding of common challenges we all face 2. Nurture Programs Silverpop uses to tackle our own challenges 3. Understand how creating dynamic nurture emails improve ROI key takeaways
- 6. Why are we here today?
- 7. Because only 5% of leads you and I generate are ready to buy NOW.
- 8. We all have challenges Our lead gen Funnel waste structure wasn’t in line with goals Changing buyer behaviour
- 9. We were wasting leads
- 10. Our old funnel (and perhaps yours)
- 11. 65% of leads went to waste.
- 12. The buying cycle changed
- 13. “During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.” Source: Chief Marketer, “Adjusting to the Web-
- 14. Nurturing Improves ROI 107% +35% Currently using Lead Nurture increase 79% Not using Lead Nurture Average lead generation ROI Source: Marketing Sherpa 2011 B2B Marketing Benchmark Survey 14
- 15. Demand Gen structure is Key
- 16. Our Sales team were buried in leads.
- 17. Marketing’s response wasn’t ideal.
- 18. How we began curing ourselves
- 19. We aligned Sales/Marketing around one common goal – revenue.
- 20. The five important steps… 1. Vision & Plan – Based on the business vision 2. Pipeline – Marry both Sales & Marketing on pipeline 3. Language – Define all key terms used throughout the sales process 4. Process – Develop an SLA between the groups involved 5. KPIs – Devised around a SMART methodology 20
- 21. Defining the vernacular – What is a lead? – Which is more important, what our prospects tell us or what they actually do? – How can we collect data which will be used to assess the “right fit”? – What behaviour demonstrates the buying stage?
- 22. Lead Scoring and Assignment – New Model Heavy Low Interest Interest Right Fit A 1 2 3 4 B 1 2 3 4 C 1 2 3 4 D 1 2 3 4 Not a Fit Sales DG Mktg Dead
- 23. How did that affect the people?
- 24. Began routing leads based on scoring Marketing became lead-traffic-controllers
- 25. Changed our demand gen structure We redrew our demand gen org chart
- 26. …and then the process
- 27. Service Level Agreements: The Ties that Bind Marketing Demand Gen Team Sales Target agreement Disposition rules Timeframe Accept/ Source Deliver Programs/tactics Volume rules Accept/reject rules Reject Notification Notification Accept Lead definition MQL definition Engagement rules Qualify Qualify Qualify Scoring Engagement rules DNQ rules Nurture DNQ rules Accept Disposition rules Timeframe Accept/ DNQ rules Deliver Pipeline Volume rules Accept/reject rules Reject Timeframes Notification Notification Reject Reject Disqualify Disqualify
- 28. Introduced nurture programmes • With goals to: – Improve follow-up with leads – Offload follow-up to not-yet-sales-ready leads • Freeing up costly resources • Improving lead follow-up times – Guide leads through a longer buyer cycle and towards an opportunity
- 29. How did Silverpop segment?
- 30. Introduced nurture programmes Media Nurture Inbound Demand Gen Event Follow-up Open and Re-Engage Silverpop on Silverpop Dead/Lost
- 31. Automated Media Nurture • Audience: Top of Funnel Media Ad Responses • Offer: White-paper downloads driving to online demo • Team: Marketing • Process: Set-it-and-forget-it automated program • Communications: Series of 6 emails, one every month • Results: Opportunities. Marketing Efficiency improvements
- 32. Inbound Demand Gen Nurture • Audience: Top of Funnel Inbound Leads • Offer: Self-Qualification and Re-connect (personalised) • Team: Demand Gen • Process: Contact added after 3 call attempts • Communications: Series of 6 emails, one every 10 days • Results: Efficiency savings: 125 hours per Demand Gen Rep per quarter
- 33. Event Nurtures • Audience: Top of Funnel: Tradeshow attendees • Offer: Industry vertical content/tip sheets/case studies • Team: Marketing • Process: Visited booth or attended speaking engagement • Communications: Series of emails, one every 12 working days • Results: Increased New Sales Opportunities
- 34. Open and Re-Engage Nurture • Audience: Mid-Funnel Leads • Offer: Quirky subject lines, thought leadership • Team: Marketing • Process: No interaction for 6 months but still opted-in to newsletter • Communications: Series of 6 emails, one every 14 days • Results: 3-5 new sales opportunities generated per week
- 35. Silverpop on Silverpop • Audience: Lower Funnel: Prospects with Silverpop Opportunity • Offer: Education in the power of marketing automation through real-world experience • Team: Sales or Demand Gen • Process: Sales initiated • Communications: Series of 6 emails, one every 7 days • Results: Improved Closed Rates/Higher Deal Value
- 36. Dead/Lost Nurtures • Audience: Lower Funnel: Lost Sales Opportunities • Offer: Timely thought leadership and best practices staying top of mind towards competitive renewal dates • Team: Sales • Process: Sales initiated • Communications: Series of 10 emails, one every month • Results: Increased Sales Efficiency. New Sales Opps.
- 37. …but what about the technology?
- 38. When should sales pounce?
- 39. Sales Visibility (Lead Activity)
- 40. Tracking ROI • Where should ROI reporting live? – CRM? – Marketing Automation platform? • How can you gather insight into the opportunity lost & won – Track lead sources – Add dead / loss reasons into the CRM 40
- 41. What tools are needed (bare min)? CRM System Marketing Automation • Database of record Platform • Lead and opportunity tracking • Lead management • Pipeline opportunity reporting • Lead Scoring • Sales process management • Lead Routing • Lead Alerts to Sales • CRM integration for sales-initiated campaigns • Publishing and outbound marketing • Nurtures and email marketing • Landing pages for lead generation • Reporting • Sales view into marketing activity • Sales view into lead score, rank and behaviour
- 42. The results...
- 43. Reduced non-contacted leads from 65% to < 5% 43
- 44. Increased lead conversion rates by 2x in 12-months 44
- 45. Increased marketing-generated revenue by more than 100% in 12-months 45
- 46. Marketing generated over 70% of total sales revenue 46
- 47. Increased opportunity creation to support 50% increase in sales team size 47
- 48. Closing Remarks It is likely that less than 5% of the leads you generate are ready to buy. The buying cycle has changed and it has grown even more complex. Change is the new constant. Marketing are the change agents. Sales and marketing MUST be aligned to the same numbers; the same vocabulary; and the same units of measurement. Technology is not the cure-all. You must also have the right structure; the right processes; and the right content. CRM is the foundation, but you need marketing automation tools to manage the entire lead to opportunity process.
- 49. Would your sales team prefer to work smarter, rather than harder?
- 50. Would you like to be responsible for doubling your marketing- generated revenue?
- 51. …then Marketing Automation is for you!
- 52. 5,500+ Brands & 20,000+ Marketers Powered by Silverpop Financial Services Retail Energy & Utilities Media Business Services Software Travel & Hospitality Non-Profit Food & Beverage Hardware Entertainment Education
- 53. What next? 53
- 54. We understand your business challenges We provide the technology, expertise and support to make you successful We have a proven track record with companies like yours
- 55. Schedule a deep, dive demo… bchamlet@silverpop.com.au
- 56. Thank you… www.silverpop.com.au bchamlet@silverpop.com.au http://www.silverpop.com/blogs/email-marketing/ 56
Hinweis der Redaktion
- Silverpop is the only digital marketing technology provider that unifies marketing automation, email, mobile and social. Our customers achieve superior return on relationship by uniquely engaging each individual based on their behaviors and then automating personalized experiences that increase revenue, improve ROI and deepen brand loyalty.
- Silverpop provides the tools to help you deliver highly relevant communications driving higher conversion rates and increasing revenue. We capture your customer and prospect data – demographic, psychographic and behavioral and allow you to leverage that data in highly personalized interactions. We provide a behavioral automation engine allowing you to automate your tactical activities while delivering the right message through the right channel at the right time.Silverpop supports lead generation through all of your channels, helps you report on the effectiveness of your programs and understand your contribution to the bottom line and allows you to be self-sufficient – able to implement sophisticated marketing programs with limited outside support. Many of you are familiar with Silverpop’s rich heritage in email marketing, our vision is that marketing will continue to evolve and that marketers will need more sophisticated features to drive more relevant communications. We are the only vendor providing strong email and marketing automation capabilities on a single technology platform. Our strategy is to help our customers move beyond traditional digital marketing to more of a behavioral approach. Many of you are familiar with the concept of behavioral marketing, while we didn’t invent it we are seeing changes in the market that both make it a mandate but can also facilitate making it happen.
- During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
- During the past decade, the marketing world has changed dramatically. Today, buyers are being bombarded with product-related messaging from every direction, and its only getting worse. Forrester Research estimates consumers will receive more than 9,000 email marketing messages a year by 2014!
- Vision & Plan – Silverpop defined a clear plan of growth for the next five years and how the milestones that needed to be achieved.Pipeline – the pipeline had to support this growth, but the key groups involved had to be aligned. The process needed to work, ensuring lead quality from the outset and then to route that the right lead reached the right person at the right time. If this was not possible, the recycling process has to pass the lead back through the groups for further nurturingWhat is a lead? Both Sales & Marketing had different views. This cascades through Inquiries, Opportunities, Nuture, DNQ, etcDeveloping an SLA is not a one-time process, it develops over time. The SLA should never be shoehorned into an organisation, it should be adapted to fit. A word of warning…always adjust the process…never let it just pass.All KPIs should beSpecificMeasureableActionableRelevantBound to a timeframe
- In order to define the weighting of behavioural scoring, there needs to be a balance based on the amount of free content made available. For websites which attract a high volume of visitors looking for this free content, then the weighting needs to be balanced with explicit demographic data.When providing access to data, the use of progressive profiling is imperative. This will allow the collection of salient demographic data over the initial welcome program and nurturing stages.When content is created some content should be more general industry information for prospects who are early in the buying cycle. This content should be weighted lower than the content which would be required for prospects who are comparing product features. To score this content correctly, it should be possible to define event types such as file downloads, media viewing, form submissions and page views.
- Lead ScoringWe’ve definitely heard your feedback loudly and clearly…from DG…send us better qualified leads…from Sales…send us some leads, too.So, we’re building an entirely new lead scoring model based upon the best practice framework espoused by SD and others in the industry. AND, we’re going to be using that model to help us do a better job of getting the right leads to the right reps at the right time. Sneak peek:There are three questions we’re trying to answer every time we receive a new inquiry to determine whether it’s really a lead, whether it’s ready for an investment of your time and effort and who should run with itIs this the right person at the right company? (Demographic & Firmagraphic)How interested and/or engaged are they? (Activity)Do they need what we have, and how ready are they to buy it? (BANT)When you’re looking at a single number or even a status, you don’t get the clarity you needNew model helps to clarify by separating each category out
- The success of the process depends upon a common understanding and agreement around factors such as: lead definition, timeframes for working leads and opportunities, nurture guidelines, lead disposition rules, etc.
- Silverpop supports companies of all sizes across a variety of industries. 1500 customers, 4000 brands, usersSome of our clients are focused on business to consumer, click to buy sales while others support complex, multi-interaction sales cycles, this brings you the best of both worlds helping to understand and incorporate best practices and innovation from both sides of marketing. We work with marketers who want to be leaders in their industries and provide measurable value to their businesses. Highlight relevant industries, peer companies, competitors (if appropriate), local companies, etc. for your audience. Consider including an industry specific slide when appropriate.