The Marketing Automation Blueprint for Success Presented by Act-On Software & Invigra
May 17, 2015
The Marketing AutomationBlueprint for SuccessPresented by Act-On Software & Invigra
Your Hosts For Today’s Presentation
Mr. Jeffrey LintonProduct Marketing ManagerAct-On Software
Mr. Stacy GentilePresidentInvigra
The Marketing Automation Blueprint For Success
Are you in the right place?
The Marketing Automation Blueprint For Success
If Sales = Your #1 ChallengeWe want to demonstrate how marketing automation will help
The Marketing Automation Blueprint For Success
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
The Marketing Automation Blueprint For Success
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)
The Marketing Automation Blueprint For Success
1. Build a Solid Sales Infrastructure
Target Lists
CRM
SalesIntelligence
MarketingAutomation
Content(Light & Heavy)
SocialMedia
WebConference
The Marketing Automation Blueprint For Success
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
The Marketing Automation Blueprint For Success
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)
The Marketing Automation Blueprint For Success
Lead Scoring in Detail
The Marketing Automation Blueprint For Success
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
The Marketing Automation Blueprint For Success
60 840
Prospect 1
Demographic Score = 20
Digital footprint Size = 20
Qualifying Questions = 20
CM Calendar
The Marketing Automation Blueprint For Success
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
The Marketing Automation Blueprint For Success
The Marketing Automation Blueprint For Success
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The Marketing Automation Blueprint For Success