1 Campaign & Lead Attribution CRM Concepts for the Manufacturing Marketer
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Campaign & Lead Attribution
CRM Concepts for the Manufacturing Marketer
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Leah Hadgis
CRM Manager & Consultant
Andy Walton
Director of Digital Solutions
• 5+ yrs industry experience in manufacturing, healthcare, communications, logistics, education
• Certified Salesforce.com Admin/Dev• Specializes in process design
• 12+ yrs industry experience leading digital strategies for organizations in highly competitive markets
• Clients have included, Boeing, Littelfuse, MicroMo & Golds Gym
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What We’ll CoverAgenda
CRM
How all systems in a company work together with a CRM
Alignment
Aligning sales & mkt, optimizing investments & ROI
Verbiage
Getting on the same page, data dictionaries
Adoption
Maximizing your CRM investment using training methods
Analytics
2.0 ramping up, dashboards, types of metrics
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It’s about people, not systemsWhat is CRM and why is it essential to the manufacturing marketer?
CRM
Marketing
Operations
Client Services
Engineering
Finance & Accounting
HR
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AlignmentThe need to align Sales & Marketing
Alignment between Marketing and Sales is potentially the largest opportunity for improving business performance.
When marketing and sales teams unite around a single revenue cycle, they:
• Dramatically improve marketing ROI
• Sales productivity
• Top-line growth
How is this accomplished?
• Aligning People
• Aligning Systems
People
Systems
Results:
• Improved engagement
• Sales team feedback
• Post-purchase communication
• Accurate lead attribution
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VerbiageGetting on the same page & speaking the same language
Data Dictionaries Help With…• Cross-Departmental Alignment • Data Quality• Data Consistency• Data Control & Process Documentation
• Data Analysis• System Administration• Data Integrity• Efficiency
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In an ever-changing technology world, what is the best way to train CRM users and stay up-to-date on solution improvements, upgrades, and new releases?
Training + Repetition = AdoptionThe best approach to training and CRM management
Weekly: 1 Topic20-30min
Monthly: 4 Topics1-2hrs
Qrtly: New Launch2hrs
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SFDC Contact
AnalyticsTypes of metrics and ramping up
Marketing Conversion
Lead source percentage breakdown of Leads created this year
Geographic location of leads coming in from paid search
Leads with an interest in latest product launch or top 3 product pushes for quarter, from Paid Search
Google vs. Bing vs. LinkedIn, which is bringing in more qualified leads?
Marketing Prospect
•Google Prospect
Marketing Conversion
•Web Form Fill
Sales Prospect
•SFDC LeadSales
Conversion
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AnalyticsDashboards & meaningful insights
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<CRM> + <MFGMarketer> = <3Closing remarks and Q&A
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