The Sales & Marketing Loop

THE SALES AND MARKETING LOOPFORFRONT | CANDDi | MILLER HEIMAN

REGISTRATION & WELCOME

• WELCOME

• HOUSEKEEPING

• AGENDA

Agenda:

Aligning Sales & Marketing Teams

Targeted Marketing

Quick Break

Web Monitoring and Tracking

Converting your Leads

Q&A

Ken Nathan,SALES & MARKETING DIRECTOR

THE SALES & MARKETING LOOP KEN NATHAN, FORFRONT

ALIGNING SALES & MARKETING TEAMSKEN NATHAN| FORFRONT


of sales reps say they can’t find content to send to prospects

Why it is important to align sales and marketing teams

38%Highly integrated sales & marketing teams enjoy 38% higher sales rates

36%Highly integrated sales & marketing teams enjoy 36% higher retention rates

95%of buyers chose a solution that provided them with ample marketing content

Source: https://www.act-on.com/whitepaper/introduction-to-sales-and-marketing-alignment/

THE TWO ARE INEXTRICABLY LINKED, HOWEVER…

Aligning Sales & Marketing Teams


SALES

NOTHING EVER HAPPENS UNTIL SOMETHING GETS

SOLD

MARKETING

WITHOUT MARKETING, NO SALES TAKE PLACE

What do Sales & Marketing know about each other?


BLANK SLIDE

HANDOVER TO GUY FRASER

Guy Fraser

THE SALES & MARKETING LOOP GUY FRASER, MILLER HEIMAN

What would better sales & marketing alignment in your organisation look like?


Exercise

Key points of sales and marketing alignment


• Clear target customer view

• Aligned understanding of customer expectations

• Shared definitions and terminology

• Good internal communication

• Collaborative strategies

Leads to profitable revenue growth


Target market

Marketing

EngagementTracking

Sales

The Sales & Marketing Loop

First of all, who should we be selling to?

THE SALES & MARKETING LOOP

Target Market

GUY FRASER, MILLER HEIMAN

Large corporates SMEs Families

Who do we want to reach?


Profile

Age range

Interests

Job Title/ Income range

Needs & wants

TARGETED MARKETINGKEN NATHAN | SALES & MARKETING DIRECTOR


Many different types of marketing…

EVENTS PUBLIC RELATIONS

DIGITAL

TV ADVERTISINGMAGAZINES / NEWSPAPERS

REFERRALS / WORD OF MOUTH

EMAIL MARKETING …but how do you target your audience?

• Highest ROI of any channel (£38 per £1 investment)

• Measurability

• Feeds into other digital channels (social, website etc)

• Marketing automation

• Personalisation

• All this can now be done at scale


Why Email Marketing?


High variability in ROI of Email Marketing

Small changes to best practice can take you from here…

…to here

Source: DMA Email Marketing Benchmark Report, 2016


Average ROI of Email Marketing (2012 – 2016)

2012 2013 2014 2015 2016 (forecast)£0

£10

£20

£30

£40

£50

£60

£21£25

£30

£38

£51

Big data has allowed us to become more scientific about our marketing….


So why is ROI in Email Marketing increasing?

“Over 90% of the world’s data has

been generated in the last 3 years”

Source: https://www-01.ibm.com/software/data/bigdata/what-is-big-data.html


Let’s focus on the two techniques that are driving ROI

Hyper-personalisationMarketing Automation

Marketing Automation

• Web/newsletter sign-ups

• Multi-email campaigns

• Welcome series for new customers

• Loyalty programmes

• Renewals and invoices

72% decrease in conversion

time *

* Source: https://www.ventureharbour.com/23-benefits-of-marketing-automation/


Real-time data Static data

Behavioural data

Weather, geo-location,device, time of day, date etc.

Name, demographics, company, job title etc.

Web analytics, purchase history, abandoned basket, downloads, loyalty cards etc.

Different types of data

Hyper-personalisation

• Dynamic content (latest offers, countdown timers etc)

• Abandoned basket offers

• Web behaviour

• Device optimisation

• Real-time personalisation(weather, location, device, time of day, date etc)

219% increase in conversion

rate*

* Source: http://insight.venturebeat.com/state-of-marketing-technology-hyper-personalization

“It’s not when you send, it’s where & when they open and what media they open on”

What does

hyper-personalisation

look like?

Behavioural personalisation based on website analytics

Feature personalisation based on industry data

Real-time personalisation based on date & time of open


So, you’re automated and hyper-personalised, but what happens when someone clicks on your campaign?

…typically they’re directed to a landing page or your website and then what?

CLICK HERE

… You’ll have to wait until after the break

WEB MONITORING & TRACKINGTIM LANGLEY | FOUNDER OF CANNDi

Tim Langley,Founder of

THE SALES & MARKETING LOOP TIM LANGLEY, CANDDi

Do you want to see who’s visiting your website?

5 tips to improve results from existing traffic

Problem:


Websites convert around 2.8% of visitors

CANDDi started with a B2B email marketing problem…

Conversion metrics

Generate List

Send e-shot

Drive to targeted landing page

Produce target list for sales-

teams

BUT Sales-teams want to know “who’s best prospect over time”

Generate List

Send mail-shot



teams

Generate List

Send mail-shot


teams

Generate List

Send mail-shot



teams

Month 1 Month 2 Month 3

Horizontal activityreporting

You can sell to Jake

35

Visitors are individuals, understanding their behavior builds stronger relationships

36

Where is he located?

How engaged is he?

What product did he look at?

Which product did he enquire about?

Who is he?

Big data shouldn’t just be more data


Five tips to improve results from existing traffic

#1. It’s all about the data!

39

It’s critical to capture (and tie together)as much data as possible

CANDDi (data platform)

CRM

Website Email Phone

#2. Filter the data

Too much data, is nearly as bad, as no data at all

#3. Integrate in to existing processes

Too much data, is nearly as bad, as no data at all

#4. Enrich the data - focus on key visitors

CAPTURE converts 2-3x more visitors than typical contact form

#5. Set realistic expectations

Everything works(but there’s no silver-bullet)

CANDDi is a relationship marketing tool

CANDDi provides you timely information to nurture client base

CONVERTING YOUR LEADSGUY FRASER | MILLER HEIMAN


B2B vs B2C Selling:

• Sales cycle: longer vs shorter

• Price points: B2B tends to have higher price points

• Sales tactics: rational vs emotional response

• Decision makers: many vs few

• However, both require alignment with marketing!

Understanding & progressing leads


Understand who has engaged with your marketing and website

• Are they a decision maker?

• Can they influence the purchase?

• What has their journey TO your website been?

• What has their journey ON your website been?

Source: http://www.hubspot.com/marketing-statistics

People are becoming more cautious and conduct more research before buying


Trust begins with understanding

• I am a decision maker

• I will lose interest in you unless• …what you do is relevant to my needs• …and I think that you’re trustworthy

• My perception of your strengths may surprise you


Understanding the client concept

What does this person wish to

• Achieve

• Solve

• Prevent

Where are they in their thinking process?


Where are we in the sales process?

PROSPECT

QUALIFY

COVER THE BASES

CLOSE THE ORDER

NEED TO CHANGE

DEFINE PROBLEM

EVALUATE

SELECT


The unique solution doesn’t need to be complex or bespoke

The sale has been completed… now what?


Exercise


Target market

Marketing

EngagementTracking

Sales

The Sales & Marketing Loop

Q&A

Thank you