MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA

Save this PDF as:
 WORD  PNG  TXT  JPG

Size: px
Start display at page:

Download "MARKETING AUTOMATION: HOW TO UNLOCK THE VALUE OF YOUR CRM DATA"

Transcription

1 : HOW TO UNLOCK THE VALUE OF YOUR CRM DATA Kynetix Technology Group

2 Introduction People who remember using a Rolodex to keep track of their clients consigned this little piece of history to the back of their minds long ago. Even the most sophisticated paper-based systems have now been replaced with CRM solutions that help acquire new clients and stay in contact with them. There s an excellent business case for any firm to have some kind of CRM system. Their core strengths are in the management of the sales process as well as the ability to have 360 degree visibility of any client and its complex web of relationships. Removing company silos and centralising data (both client and prospect) in a CRM system has obvious benefits for supporting customer centricity of an organisation. However, where most CRM systems concentrate on supporting the sales function it s traditionally been to the detriment of the marketing campaign functionality. Therein lies the big opportunity. Wouldn t it be good if you could use an additional application that could unlock the value of this stored client data improving the ROI of your CRM whilst making your sales and marketing functions work more successfully together? In this white paper we ll explore how marketing automation does just that. 1. Why is marketing automation important? The short answer is because in recent years the B2B buying process has changed. But of course this change is not just a B2B buying process phenomena. In much the same way that consumers now expect to be able to research products and services through product and price comparison sites and draw down information before even setting foot in a shop or on a site, so too does the B2B buyer or team of buyers (as is more often the case). Sales engagement with vendor organisations now takes place 60-70% through the buying cycle and the buyer is firmly in control. Teams of buyers carry out in-depth research before they engage. They expect to be able to carry out their research anytime, anywhere and to have an exceptional digital experience in doing so. This has shifted emphasis from sales to marketing who now own a much larger proportion of the lead-to-revenue cycle. B2B marketers have a lot more going on taking responsibility for engaging with the prospect through most of the buying cycle. This means ensuring that appropriate content is available for them to draw upon through every phase of their research (awareness, consideration and decision making). Kynetix Technology Group 2

3 It is no longer good enough for marketing to assign leads to the sales teams that are too early in the buying process. They will not respond positively to sales contact until they are ready. This change is borne out by a recent McKinsey* study of technology buyers who cited too much sales contact (in person, on the phone or by ) as the most destructive sales activity carried out by B2B businesses. This type of intelligence is forcing companies to adapt and rethink their sales and marketing processes. Having a surfeit of personalised, relevant and therefore valuable content for prospects at every stage of the buying cycle is now essential to demonstrate that a vendor is worthy of consideration. Nurturing prospects through this process until they are ready to engage is not catered for in CRM but this lead management process is one of the core attractions of marketing automation. Marketing automation tells us what specific content prospects are consuming, where they are finding the content and what they do next. With this information marketers can provide targeted content and a personalised experience for prospects. Ironic isn t it that an organisation needs to become more automated in order to get more personal with its prospects? Leads are collected through web forms or purchased list import to CRM. This forms the start of the lead management process. s then start the conversation with a prospect and this helps shape their nurture program one that contains the most relevant content to the prospect s needs. Every activity within the lead nurturing process is monitored and acted upon. Are the s being opened, links clicked, papers downloaded, landing pages visited? If not why not? This information is aggregated and a lead score assigned that reflects the sales readiness of the lead. Leads can then be prioritised and, if appropriate, follow up calls scheduled. The more information that is gathered, the more improvements that can be made to the campaign and the better the returns. 2. Marketing automation tool features Typically the following features will be contained within a marketing automation tool: marketing for message delivery Lead nurturing trigger-based s and sequenced campaigns Landing pages to encourage interaction *Source: Kynetix Technology Group 3

4 Lead scoring based on demographics and behaviours Activity tracking Integration with CRM In-depth marketing analytics and marketing reporting These types of features together with the sales functionality in CRM allows you to improve the effectiveness of both sales and marketing whilst improving the ROI of your CRM solution. 3. What are the benefits of CRM systems? CRM solutions have been around for many years, delivering value through the sales and marketing functions to the organisation. Its useful to examine their strengths so that we can fully understand the opportunities for further improvement with marketing automation. CRM was originally developed as a platform to help manage a customer and prospect relationships to enable sales people to track the sales process and to give them a true 360 degree view of their customer. To this day it retains that relational infrastructure bringing together customer data and sales-based workflows that help companies manage, track and profitably leverage their customer relationships. CRM solutions provide centralised access to client information offering a single version of the truth providing a single repository and allowing access to all those in an organisation that need the most up to date contact information on any client or prospect. This can include name, job title, address as well as a full history of interactions with them. CRM also manages sales lead tracking activity - organising the processes and work of the sales team members, making it easy to update contacts, record win/loss information as well as logging calls and s. Keeping track of sales opportunities in a centralised location allows accurate forecasts to be made and the pipeline to be managed more effectively. For marketing teams the benefits of CRM lie in data segmentation and management, campaign management and a way to calculate marketing effectiveness from win/loss stored information. For some highly regulated industries, such as financial services, a CRM solution has spin off benefits which can help with the burden of comprehensive record keeping needed for compliance. This is especially true since the financial crisis and the stringent measures imposed by EMIR and Dodd Frank. Kynetix Technology Group 4

5 So for sales teams it s a great tool tracking progress and analysing their performance. However, CRM platforms have never had the means to manage and automate the lead nurture process and this is where marketing automation steps in. 3. The benefits of marketing automation The evidence for Marketing Automation is compelling: According to the research company, Aberdeen Group * Companies with Marketing Automation have: 107% better lead conversion rate 40% greater average deal size 20% higher team attainment of quota 17% better forecast accuracy Source: *Aberdeen Group, Marketing Automation 101: Ensuring Early Success with the Basics; Maturing Your Deployment for long-term ROI, June Marketing automation is far more than just a tool to create operational efficiency in mass marketing campaigns. For prospects that have only recently engaged with your company at the top of the sales funnel marketing automation is the true engine behind prospect-led and prospect-paced content marketing. The process of automating responses to the interactions of prospects with your company via touch points such as web pages, downloads, responses and registrations to s means that they are served up highly relevant material they need to the point of readiness to engage. The marketing automation tool s ability to learn and respond to preferences is the core concept that sets it apart from CRM. Given that the primary objective of any marketer is to generate leads that are ready to be progressed by the sales team, marketing automation tools carry out some welcome heavylifting in the process. Leads generated from events, the website, direct marketing campaigns, referrals and advertising need to be nurtured over an unspecified period of time. Manual methods of nurturing are time consuming, complex and admin heavy requiring close attention to detail and disciplined record keeping over prolonged timeframes. This is manageable with small volumes of leads but does not scale at all well. Kynetix Technology Group 5

6 A CRM solution can help in the process only so far providing alerts and scheduling calls. The real benefit of using marketing automation solution in addition is the huge boost in productivity that it gives to marketing. Campaigns are set up and run automatically so marketing needs less resource but can still deliver more and better qualified leads. In addition campaign set up is very rapid, making marketing more responsive to timely campaign opportunities. Advanced metrics then highlight campaign performance, giving marketing the chance to tweak and change campaigns to maximise effectiveness. Sales teams also benefit from marketing automation. The leads passed over to them have more background information and are prioritised by their lead score. This score is based on both explicit information about the prospect (company size, industry segment, job title and geography) as well as implicit information (gained from monitoring prospect behaviours during web visits, collateral downloads and opens and clicks). Lead scoring in this way allows a business to customise and personalise a prospect s experience based on their stage in the buying process and level of interest - which greatly improves the quality and readiness of leads that are delivered to the sales organisation for follow up. When leads scoring is effective the benefits are: Increased sales efficiency and effectiveness leads of low perceived value are not sent to sales and therefore no sales time and effort will be wasted on them until they are assessed as ready. Prioritising sales effort based on lead score results in more efficient use of sales team resources and better returns on effort. Increased marketing effectiveness in quantifying what lead characteristics matter most marketing are able to target inbound and outbound campaigns and deliver more high quality leads. Tighter marketing and sales alignment lead scoring provides a common lexicon for defining lead quality during discussions amongst sales and marketing team members. Kynetix Technology Group 6

7 4. A word of caution: why marketing automation doesn t mean marketing autopilot Automating campaigns is one of the big attractions of a marketing automation system. For smaller marketing departments managing prospect campaigns and subsequent nurture programmes has been a major challenge and one that does not scale well. Designing and setting up automated campaigns is quick and easy to do making the marketing team more agile and responsive to market opportunities. However automated does not mean set up and leave to run. Whilst the core heavy lifting of a campaign is now successfully off your hands don t think for one second that this is job done. The time freed up allows fine tuning that results from improved analysis of the campaign giving marketing the ability to tweak content, messaging and data selections to best effect and improve the ROI for marketing dollars spent. 5. Why do I need both CRM and marketing automation? Maybe you are already paying a healthy monthly amount for your CRM solution. Why then would you want to increase financial outlay to include a marketing automation solution? After all weren t you promised by the CRM salesperson that it would do almost everything for your business except make the tea? As we ve already discussed - CRM and marketing automation solutions deliver very different benefits to an organisation. CRM s strengths lie in its ability to manage the sales process; including pipeline progression and providing a centralised repository for all client and prospect data. Adding marketing automation unlocks the value of the data present in that system and improves the effectiveness of both the sales effort and marketing investment. Kynetix Technology Group 7

8 6. Summary CRM and marketing automation enable organisations to respond to changes in their prospects buying behaviours - whilst continuing to improve the efficiency and performance of both functions. Here s a brief summary of how this happens: Lead prioritisation. All leads are not equal they are all at different stages on their own personal buying journey. Your CRM system will not differentiate which ones your sales team should be investing time in pursuing now and which ones should be left until a later date. Marketing automation will do this prioritisation through lead scoring. Better use of sales resources will inevitably result in better sales performance. Lead information Marketing automation will add a lot more information to each lead including full activity and social media history. Having more information means the first sales contact is likely to be more meaningful and take place at just the right time. Better data quality within CRM Marketing automation tools will be used to improve data quality automatically adding information to records and identifying and merging duplicates. Salespeople will have more confidence in the data stored in the CRM as a result. Metrics Marketing automation provides enhanced information about opportunities and their likelihood of closure based on data gathered through the nurture process helping to improve close rates and deliver more predictable revenues. Customer centricity You may not have the resources to employ a large marketing department. This does not have to stop your organisation tailoring communications based on your prospects individual stages in the buying cycle. Marketing automation will enable you to do this presenting a competent, customer centric appearance that will enhance your brand image. For more information and to find out more about marketing automation and the benefits it brings to your organisation and the value it can add to your CRM solution call us on Kynetix Technology Group 8

9 About Kynetix Kynetix specialise in designing and building business applications that operate across mobile, cloud and web platforms and we ve been delivering successful CRM solutions based on Microsoft Dynamics CRM for over ten years. We shorten the time to market for new systems by using Agile development techniques to deliver solutions within tight timescales. Kynetix Technology Group 9

WHITE PAPER CRM and Marketing Automation. Integration for the Ultimate ROI

WHITE PAPER CRM and Marketing Automation. Integration for the Ultimate ROI WHITE PAPER CRM and Marketing Automation Integration for the Ultimate ROI The B2B sales and marketing landscape has changed tremendously. Marketers no longer gather copious amounts of leads and hand them

More information

Why Automation Should Drive Your Marketing Engagement, Starting Now

Why Automation Should Drive Your Marketing Engagement, Starting Now Why Automation Should Drive Your Marketing Engagement, Starting Now Do we need a marketing automation system? If you re planning on marketing in 2016 and beyond, the answer is Yes. The truth of the matter

More information

Marketing & Sales Integrate for the Ultimate ROI

Marketing & Sales Integrate for the Ultimate ROI Marketing & Sales Integrate for the Ultimate ROI How CRM & Marketing Automation are the tools to help Winning and keeping customers requires modern data tactics. Marketing must deliver value with every

More information

ez Marketing Automation

ez Marketing Automation ez Marketing Automation The next generation digital experience solution to accelerate sales conversion and boost customer engagement. Today marketers are challenged by their colleagues in sales to increase

More information

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool.

MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO. Everything you need to know to create the ultimate sales and marketing tool. MARKETING AUTOMATION & YOUR CRM THE DYNAMIC DUO Everything you need to know to create the ultimate sales and marketing tool. Table of Contents Introduction...3 Chapter 1: What Is Marketing Automation?...4

More information

Nurturing Beyond Your Current Pipeline. TechTarget

Nurturing Beyond Your Current Pipeline. TechTarget Nurturing Beyond Your Current Pipeline Globally consistent trend: purchasing decisions shaped online before sales contact Over 2/3s of the buying process occurs before sales is even contacted (Sirius Decisions)

More information

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM

CREATE A PERFORMING MARKETING AUTOMATION PLATFORM CREATE A PERFORMING MARKETING AUTOMATION PLATFORM Marketing Automation: Why the technology is growing Marketing automation software is, by definition, a suite of technologies that allows you to streamline,

More information

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES

GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES GETTING MORE RAIN FROM YOUR RAINMAKERS WHY INVESTING IN YOUR HIGEST PERFORMING SALES STARS IS THE SMARTER CHOICE FOR GROWING REVENUES EXECUTIVE SUMMARY We ve all been there -- your sales team is down one

More information

STEPPING INTO A NEW AGE OF MARKETING WITH CRM. A best practice guide to integrating marketing and CRM

STEPPING INTO A NEW AGE OF MARKETING WITH CRM. A best practice guide to integrating marketing and CRM STEPPING INTO A NEW AGE OF MARKETING WITH CRM A best practice guide to integrating marketing and CRM Stepping into a new age of marketing with CRM A best practice guide to integrating marketing and CRM

More information

730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com

730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Lead Scoring: Five Steps to Getting Started 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com Introduction Lead scoring applies mathematical formulas to rank potential

More information

A Quicker, Simpler Path to Lead Management ROI

A Quicker, Simpler Path to Lead Management ROI A Quicker, Simpler Path to Lead Management ROI A Step by Step Guide Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 Because marketers are time, budget and resource-constrained,

More information

Lead Management Services Purpose-built lead management processes and systems from the experts: OppSource

Lead Management Services Purpose-built lead management processes and systems from the experts: OppSource Lead Management Services Purpose-built lead management processes and systems from the experts: OppSource Lead Management Services Purpose-built lead management processes and systems from the experts: OppSource

More information

Best Practices in Segmentation

Best Practices in Segmentation Best Practices in Segmentation Table of Contents Introduction Chapter 1: Best Practices for Setting Up a Lead Scoring Program Chapter 2: Gather Explicit Data Through Forms Chapter 3: Progressive Profiling

More information

A Guide to Marketing Automation

A Guide to Marketing Automation A Guide to Marketing Automation How Has B2B Marketing Changed? B2B marketing has undergone a significant shift in recent years. Buyers are able to take more control of the buying process by undertaking

More information

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide

High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide High Performance Lead Nurturing and Lead Scoring: The Step-by-Step Guide Most marketing organizations build a lead scoring system based on how the prospect has engaged and the frequency of engagement.

More information

Microsoft Dynamics CRM for Financial Services. Making customers the heart of your business.

Microsoft Dynamics CRM for Financial Services. Making customers the heart of your business. Microsoft Dynamics CRM for Financial Services Making customers the heart of your business. In today s competitive financial services market the focus is the customer making sure the customer is at the

More information

5 Ways Marketing Automation Provides Job Security for Marketers

5 Ways Marketing Automation Provides Job Security for Marketers Marketers About This White Paper Expectations for business-to-business ( B2B ) organizations to measure return on marketing investments and to justify marketing decisions have never been greater. New marketing

More information

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine

White Paper. Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Sales and Marketing Alignment: Creating a B2B Revenue Engine Fueling the B2B Revenue Engine Sales and marketing alignment is not new, and it

More information

www.salesfusion.com WEBSITE VISITOR TRACKING How website visitor tracking can improve your pipeline

www.salesfusion.com WEBSITE VISITOR TRACKING How website visitor tracking can improve your pipeline www.salesfusion.com WEBSITE VISITOR TRACKING How website visitor tracking can improve your pipeline 2 In the Marketing Automation Dark Ages......of the early 2000s, marketers could only monitor website

More information

The Cost of Not Nurturing Leads

The Cost of Not Nurturing Leads The Cost of Not The legacy you are stuck in and the steps essential to change it. Lisa Cramer Co-Founder & President LeadLife Solutions lcramer@leadlife.com 770.670.6702 It s a challenging time more so

More information

Targeting. 5 Tenets. of Modern Marketing

Targeting. 5 Tenets. of Modern Marketing 5 Tenets of Modern Marketing Targeting The foundation of any effective Modern Marketing effort is to ensure you have a clear and accurate picture of your potential customers. Without the proper strategies

More information

Create, attract, retain and delight customers, profitably. HubSpot Connector

Create, attract, retain and delight customers, profitably. HubSpot Connector CRM for Marketing Create, attract, retain and delight customers, profitably Maximizer s built-in marketing tools mean you can simply and effectively plan, budget, execute, analyse and optimise all aspects

More information

EXPERIENCE TECHNOLOGY EXPERTS MARKETING AUTOMATION CREATING AN EFFICIENT NURTURE PROGRAMME

EXPERIENCE TECHNOLOGY EXPERTS MARKETING AUTOMATION CREATING AN EFFICIENT NURTURE PROGRAMME EXPERIENCE TECHNOLOGY EXPERTS MARKETING AUTOMATION CREATING AN EFFICIENT NURTURE PROGRAMME Introduction Marketing Automation is the practice of using technology to automatically manage the targeting, timing,

More information

IS YOUR WEBSITE LEAKING LEADS?

IS YOUR WEBSITE LEAKING LEADS? GETSMARTCONTENT ACCOUNT BASED MARKETING IS YOUR WEBSITE LEAKING LEADS? Always Relevant Marketing Catches Missed Opportunities to Connect www.getsmartcontent.com I. THE DREAM OF THE MARKETER It s the dream

More information

The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation

The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation The Spark Small Business Guide: Graduating from Email Marketing to Marketing Automation MARKETING AUTOMATION is technology that allows you to nurture leads through automated campaigns. Because marketing

More information

B2B Lead Nurturing. The How and Why...

B2B Lead Nurturing. The How and Why... B2B Lead Nurturing The How and Why... The Author Kenneth Connolly Kenneth has enjoyed a marketing career both agency and client side. With over seven years experience writing B2B and B2C copy, Kenneth

More information

Multi-channel Marketing

Multi-channel Marketing RIGHT TIME REVENUE OPTIMIZATION How To Get Started RIGHT TIME REVENUE OPTIMIZATION How To Get Started Summary: The Short List Here s our suggested short list from this paper: Multi-channel marketing is

More information

An Introduction to Marketing Automation. The process; The content; The benefits

An Introduction to Marketing Automation. The process; The content; The benefits NuSpark Marketing An Introduction to Marketing Automation The process; The content; The benefits www.nusparkmarketing.com, @nusparkmktg About NuSpark Marketing emarketing Firm focusing on lead generation,

More information

Introduction to Integrated Marketing: Lead Scoring

Introduction to Integrated Marketing: Lead Scoring Introduction to Integrated Marketing: Lead Scoring Are You Making The Most Of Your Sales Leads? Lead scoring is a key missing link in many B2B marketing strategies. According to a recent Gartner study,

More information

What is Prospect Analytics?

What is Prospect Analytics? What is Prospect Analytics? Everything you need to know about this new sphere of sales and marketing technology and how it can improve your business Table of Contents Executive Summary... 2 The Power of

More information

Revolutionise your organisation with the most advanced CRM framework in the world.

Revolutionise your organisation with the most advanced CRM framework in the world. Revolutionise your organisation with the most advanced CRM framework in the world. Cloud Innovation is professional and personable and had empathy for the challenges we faced as a FTSE 250 company. Whether

More information

CRM On Demand now hosted locally in Europe. An Oracle White Paper 2011

CRM On Demand now hosted locally in Europe. An Oracle White Paper 2011 CRM On Demand now hosted locally in Europe An Oracle White Paper 2011 Innovation, fuelled by the rapid development of new technologies, continues to drive competitive advantage in the area of customer

More information

Lead Scoring. Five steps to getting started. wowanalytics. 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.

Lead Scoring. Five steps to getting started. wowanalytics. 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc. Lead Scoring Five steps to getting started supported and sponsored by wowanalytics 730 Yale Avenue Swarthmore, PA 19081 www.raabassociatesinc.com info@raabassociatesinc.com LEAD SCORING 5 steps to getting

More information

Digital Marketing Institute s. Professional Diploma in Digital Selling. Validated by the Syllabus Advisory Council (SAC)

Digital Marketing Institute s. Professional Diploma in Digital Selling. Validated by the Syllabus Advisory Council (SAC) Digital Marketing Institute s Professional Diploma in Digital Selling Validated by the Syllabus Advisory Council (SAC) Content Professional Diploma in Digital Selling Welcome Course overview Course content

More information

TURN YOUR WEBSITE INTO A PROFIT ENGINE

TURN YOUR WEBSITE INTO A PROFIT ENGINE TURN YOUR WEBSITE INTO A PROFIT ENGINE Turning your website into a profit engine: where to start In a competitive market, generating more leads from your website traffic has become crucial to maximising

More information

4How Marketing Leaders Can Take Control of Data for Better

4How Marketing Leaders Can Take Control of Data for Better Steps to Achieve Better Marketing Results 4How Marketing Leaders Can Take Control of Data for Better Marketing Performance and Customer Interactions As a marketing leader, you rely heavily on data to inform

More information

Marketing Automation User; 2010 marketing review notes and 2011 plans

Marketing Automation User; 2010 marketing review notes and 2011 plans Marketing Automation User; 2010 marketing review notes and 2011 plans Each December we ask our marketing customers if they would like to participate in a short, informal yearend review. The scope of the

More information

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation

MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation MODERN MARKETER S GUIDE TO B2B LIFECYCLE MARKETING Chapter 2: Lead Generation Chapter 2: Lead Generation - overview Introduction...3 The Modern Marketer...4 Lead Generation basics...5 Modern Marketing

More information

Lead Generation Quickstart Guide

Lead Generation Quickstart Guide Lead Generation Quickstart Guide 1 2 Lead Generation Quickstart Guide Copyright 2014 Mooloop Ltd All Rights Reserved You re welcome to email, tweet, blog, and pass this ebook around. But please don t change

More information

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6

The B2B Marketing Landscape...2. Why Marketing Automation?...3. Maximize ROI...4. Drive Sales & Accelerate the Funnel...6 Table of Contents Interested in what marketing automation can do for your marketing and sales teams? Peruse through our CMO Toolkit to get information about the marketing automation capabilities that you

More information

The Beginner s Guide to CRM

The Beginner s Guide to CRM The Beginner s Guide to CRM Customer relationship management can sound intimidating to small- and mid-sized businesses. After all, if your company only has a handful of customers, why do you need a dedicated

More information

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery

The Lead Nurturing. 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success. Act-On Best Practices for Email Delivery & The Lead Nurturing 5 & 10 5 Reasons You Can t Ignore Lead Nurturing; 10 Fundamentals for Your Success i The Lead Nurturing 5 & 10 Five Reasons You Can t Ignore Lead Nurturing; Ten Fundamentals for Your

More information

EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015

EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015 EMAIL MARKETING TRENDS B2B BENCHMARKS FOR 2015 FIND. NURTURE. CONVERT. Research Conducted by Ascend2 in Partnership with Dun & Bradstreet NetProspex OVERCOMING THE MOST CHALLENGING OBSTACLE TO EMAIL SUCCESS.

More information

Lead Scoring for Success. A practical guide to achieving better results with lead scoring

Lead Scoring for Success. A practical guide to achieving better results with lead scoring Lead Scoring for Success A practical guide to achieving better results with lead scoring Lead Scoring The Growing Need for Lead Scoring The Growing Need for Lead Scoring A company s website is still one

More information

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook

Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO. AN ACT-ON ebook Got CRM? WHY YOU NEED MARKETING AUTOMATION, TOO AN ACT-ON ebook MARKETING AUTOMATION IS THE MARKETING COUNTERPART TO YOUR CRM SALES SYSTEM. CRM SUPPORTS SALES... Your established customer relationship

More information

CUSTOMER RELATIONSHIP MANAGEMENT FOR MANUFACTURING

CUSTOMER RELATIONSHIP MANAGEMENT FOR MANUFACTURING WWW.HSO.COM The rise of CRM and how it s transforming business interactions CUSTOMER RELATIONSHIP MANAGEMENT FOR MANUFACTURING Why customer loyalty pays dividends Delivering a personal experience Unsurprisingly,

More information

10 TIPS FOR ACCELERATING YOUR PIPELINE

10 TIPS FOR ACCELERATING YOUR PIPELINE 10 TIPS FOR ACCELERATING YOUR PIPELINE Accelerate the Funnel The average sales cycle length has increased 22% over the past five years due to more decision makers being involved in the buying process (SiriusDecisions).

More information

March BY JULIAN POULTER LAMP-360 MARCH 2013 WHITEPAPER: LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES WWW.LAMP-360.COM

March BY JULIAN POULTER LAMP-360 MARCH 2013 WHITEPAPER: LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES WWW.LAMP-360.COM March WHITEPAPER: LEAD SCORING 2013 LEAD SCORING: PRIORITIZING YOUR LEAD FOLLOW UP ACTIVITIES BY JULIAN POULTER LAMP-360 MARCH 2013 WWW.LAMP-360.COM Version 1 Page 1 of 12 Contents 1. INTRODUCTION: WHAT

More information

Customer Relationship Management (CRM)

Customer Relationship Management (CRM) Customer Relationship Management (CRM) Customer relationship management, or CRM, is an approach to doing business that can transform the performance and profitability of an organisation. It is about putting

More information

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase

GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE. How to make online lead generation work for your business. Firstbase GUIDE THE ULTIMATE GUIDE TO A LEAN, MEAN, LEAD GEN MACHINE How to make online lead generation work for your business Firstbase INTRODUCTION INTRODUCTION In today s digital world, online lead generation

More information

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing

Turning Leads Into Quality Sales by Aligning Sales & Marketing. Presented by NuSpark Marketing Turning Leads Into Quality Sales by Aligning Sales & Marketing Presented by NuSpark Marketing Sales & Marketing Fight Bicker, Bicker Let s Unite Less Lead Loss! Better Conversion Rates! Align Your Organization

More information

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved

Table of Contents. Copyright 2011 Synchronous Technologies Inc / GreenRope, All Rights Reserved Table of Contents Introduction: Gathering Website Intelligence 1 Customize Your System for Your Organization s Needs 2 CRM, Website Analytics and Email Integration 3 Action Checklist: Increase the Effectiveness

More information

What s the difference between email marketing and marketing automation?

What s the difference between email marketing and marketing automation? Marketing automation is a technology platform for marketers to create, nurture, and pass leads to sales. Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact

More information

Moreketing. With great ease you can end up wasting a lot of time and money with online marketing. Causing

Moreketing. With great ease you can end up wasting a lot of time and money with online marketing. Causing ! Moreketing Automated Cloud Marketing Service With great ease you can end up wasting a lot of time and money with online marketing. Causing frustrating delay and avoidable expense right at the moment

More information

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge

More Enquiries, Same Budget: Solving the B2B Marketer s Challenge More Enquiries, Same Budget: Solving the B2B Marketer s Challenge You need to increase inbound enquiries, both in volume and quality, but your budget is restricted. Sound familiar? Prospect Analytics offers

More information

Journeys CONSUMER-CENTRIC MARKETING PROGRAMS THAT MATTER. The Lifecycle Marketing Agency. Marketing Cloud Gold Partner Partner Advisory Council

Journeys CONSUMER-CENTRIC MARKETING PROGRAMS THAT MATTER. The Lifecycle Marketing Agency. Marketing Cloud Gold Partner Partner Advisory Council Journeys CONSUMER-CENTRIC MARKETING PROGRAMS THAT MATTER The Lifecycle Marketing Agency Marketing Cloud Gold Partner Partner Advisory Council Journeys MARKETING CAMPAIGNS ARE OBSOLETE Today s customer

More information

absolutely-interactive MA

absolutely-interactive MA absolutely-interactive MA Fully Integrated Marketing Automation - v1.1 What is Marketing Automation? Marketing Automation (MA) is the use of online technologies to automate digital campaigns and capture

More information

YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM

YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM YOUR COMPLETE CRM HANDBOOK EVERYTHING YOU NEED TO KNOW TO GET STARTED WITH CRM Introduction WHAT IS CRM? CRM is much more than a buzzy acronym that s been tossed around the business and sales world for

More information

Your Complete CRM Handbook

Your Complete CRM Handbook Your Complete CRM Handbook Introduction Introduction Chapter 1: Signs You REALLY Need a CRM Chapter 2: How CRM Improves Productivity Chapter 3: How to Craft a CRM Strategy Chapter 4: Maximizing Your CRM

More information

Sage CRM Focused Sales Management

Sage CRM Focused Sales Management Sage CRM Focused Sales Management Equipping your sales team with the complete customer information and the necessary tools to enable them to do their job effectively is very important. Sage CRM empowers

More information

Customer Relationship Management (CRM) Business Guide. Superfast Business Wales

Customer Relationship Management (CRM) Business Guide. Superfast Business Wales Superfast Business Wales Customer Relationship Management, or CRM, is an approach to doing business that can transform the performance and profitability of an organisation. Business Guide Customer Relationship

More information

How can you ensure CRM really delivers on its promises? May 2012

How can you ensure CRM really delivers on its promises? May 2012 May 2012 The promise of CRM Type the words Promise of CRM into Google and you ll find that industry experts have been bemoaning CRM s failure to deliver on its promises for more than a decade. And yet,

More information

10 Steps To Getting Started With. Marketing Automation

10 Steps To Getting Started With. Marketing Automation So the buzz about marketing automation and what the future holds for marketing in general finally got to you. Now you are ready to start using marketing automation and are not really sure where to start.

More information

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY

6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY 6 TOP TIPS FOR IMPROVING YOUR DELIVERABILITY BROUGHT TO YOU BY INTRODUCTION What s the point in sending awesome email campaigns if they don t reach your recipients? Answer? None whatsoever! That s why

More information

ORACLE CRM ON DEMAND INSURANCE DISTRIBUTION MANAGEMENT SOLUTION

ORACLE CRM ON DEMAND INSURANCE DISTRIBUTION MANAGEMENT SOLUTION ORACLE CRM ON DEMAND INSURANCE DISTRIBUTION MANAGEMENT SOLUTION For many insurance carriers, sales through indirect channels form the largest proportion of their business. However, most carriers do not

More information

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING

3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 3 KEYS TO TRANSFORMING SALES & MARKETING WITH INBOUND MARKETING 2 2011 by Mark Mathson This work is licensed under the Creative Commons Attribution 3.0 United States License. Please feel welcome to share

More information

LEAD NURTURING 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS

LEAD NURTURING 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS LEAD NURTURING 5& 10 5 REASONS YOU CAN'T IGNORE LEAD NURTURING 10 FUNDAMENTALS FOR YOUR SUCCESS According to a report from Forrester Research, companies that excel at lead nurturing generate 50% more sales-ready

More information

Why Marketing Automation is a Must-Have For Every B2B

Why Marketing Automation is a Must-Have For Every B2B Why Marketing Automation is a Must-Have For Every B2B VP of Sales Robert M. Walmsley President and CEO, Tailwind Strategies In the age of Internet marketing there is no salesmarketing alignment issue more

More information

The Ultimate Guide to B2B Lead Nurturing

The Ultimate Guide to B2B Lead Nurturing The Ultimate Guide to B2B Lead Nurturing What is Lead Nurturing? Your current database is a goldmine. By focusing on the leads you already have, you have the potential to apply the kind of strategies that

More information

Solving the Challenge of Lead Management Automation

Solving the Challenge of Lead Management Automation WHITE PAPER Solving the Challenge of Lead Management Automation How We Did It and What We Learned Table of Contents Background... 1 Business Challenges... 2 Adapting to Digital Marketing... 2 Developing

More information

Marketing Automation Request for Proposal

Marketing Automation Request for Proposal Marketing Automation Request for Proposal Choosing the right marketing automation system isn t easy. This is why we created this sample RFP, consisting entirely of actual questions from real RFPs submitted

More information

Lead Quality White Paper

Lead Quality White Paper Lead Quality White Paper INTRODUCTION... 2 WHY IS LEAD QUALITY IMPORTANT?... 2 WHAT IS LEAD QUALITY?... 2 LEAD QUALITY AND VALUE... 3 LEAD QUALITY COMPONENTS:... 3 CONSUMER MOTIVATION... 3 LEAD EXCLUSIVITY...

More information

How successful is your campaign and promotion management? Towards best-practice campaign management strategies

How successful is your campaign and promotion management? Towards best-practice campaign management strategies How successful is your campaign and promotion management? Towards best-practice campaign management strategies Welcome to the new normal Businesses today are under unprecedented pressure to increase spending

More information

WHAT IS LEAD GENERATION?

WHAT IS LEAD GENERATION? wowanalytics WHAT IS LEAD GENERATION? Lead Generation: the beginning... In today s business market, generating new business is becoming increasingly difficult. With attention space scarce, companies need

More information

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications

The Fundamentals of B2C Marketing Automation for Effective Marketing Communications The Fundamentals of B2C Marketing Automation for Effective Marketing Communications Mark Patron February 2013 Email and Website Optimisation Introduction Marketing automation is a process that uses insight

More information

We d also recommend you consult Chapters 4 in the Chaffey & Smith recommended text as well as Chapter 1 in Ryan & Jones recommended text.

We d also recommend you consult Chapters 4 in the Chaffey & Smith recommended text as well as Chapter 1 in Ryan & Jones recommended text. 1 Our focus for this session is on the customer and how their needs are changing in light of changing digital technologies. We ll look how the buying process can be impacted by digital technologies and

More information

Patient Relationship Management

Patient Relationship Management Solution in Detail Healthcare Executive Summary Contact Us Patient Relationship Management 2013 2014 SAP AG or an SAP affiliate company. Attract and Delight the Empowered Patient Engaged Consumers Information

More information

ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users

ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users ROI of Marketing Automation a comprehensive look at how marketing automation delivers exceptional return on investment for users one CHAPTER ONE The FYI on ROI Of the newest breed of marketing tools, marketing

More information

Modern Marketing Transformation

Modern Marketing Transformation Modern Marketing Transformation How Five Tenets of Modern Marketing Can Help Health Insurance Marketplaces Successfully Meet Their Enrollment Objectives HOW WILL YOU CONVERT HEALTH CARE APPLICATIONS TO

More information

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management.

Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead Management. September 2012 OptifiNow September 2012 Transform Inbound Contacts Into Profits: Best Practices for Optimizing Lead

More information

31 Examples of how Microsoft Dynamics CRM Integrates with Marketing Automation

31 Examples of how Microsoft Dynamics CRM Integrates with Marketing Automation 31 Examples of how Microsoft Dynamics CRM Integrates with Marketing Automation Manage Email Campaigns In-House 1. Quickly Design Emails Save time creating marketing emails using drag and drop template

More information

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION

A KUNO CREATIVE EBOOK. How to Get Started with MARKETING AUTOMATION A KUNO CREATIVE EBOOK How to Get Started with MARKETING AUTOMATION So you have a database of a few thousand contacts. Every month you send those contacts a nice email newsletter with little bits of information

More information

The integrated solutions available to you

The integrated solutions available to you FINDING CREATE A AN PERFORMING INTEGRATED SOLUTION MARKETING THAT AUTOMATION WORKS FOR YOUR PLATFORM WEBSITE The integrated solutions available to you There are dozens of website analytic tools available

More information

Fueling the Revenue Engine:

Fueling the Revenue Engine: ELOQUA WHITE PAPER 2 2 3 4 5 7 9 Introduction 1) Feeding the front end of the funnel 2) Turning responses into qualified leads 3) Measuring the impact of investments 4) Identifying qualified opportunities

More information

The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads

The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads The Intelliverse Way - Finding, Closing, and Nurturing Sales Leads Lead generation is about so much more than making a sale. In order to have the most devoted and profitable leads, you need to follow a

More information

Quick guide to better CRM data. How to turn your CRM into a clean and effective tool that adds value to your sales pipeline

Quick guide to better CRM data. How to turn your CRM into a clean and effective tool that adds value to your sales pipeline Quick guide to better How to turn your CRM into a clean and effective tool that adds value to your sales pipeline 1 Sales teams are measured on the numbers of new accounts made. Marketing teams are measured

More information

What s the difference between email marketing and marketing automation?

What s the difference between email marketing and marketing automation? Marketing automation is a technology platform for marketers to create, nurture, and pass leads to sales. Most marketing automation platforms (MAPs) have functions for email marketing, social media, contact

More information

Create, attract, retain and delight customers, profitably. HubSpot Connector

Create, attract, retain and delight customers, profitably. HubSpot Connector CRM for Marketing Create, attract, retain and delight customers, profitably Maximizer s built-in marketing tools mean you can simply and effectively plan, budget, execute, analyse and optimise all aspects

More information

to Maximize Return on Investment with Marketing Automation

to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation 4 Ways to Maximize Return on Investment with Marketing Automation The Challenge: Maximising the time and money you invest in the online

More information

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology

Powering Marketing. The Five Tenets of Modern Marketing in Financial Services and Insurance. Marketing Technology Powering Marketing Transformation The Five Tenets of Modern Marketing in Financial Services and Insurance Targeting Engagement Conversion Analytics Marketing Technology THE FIVE TENETS OF MODERN MARKETING

More information

Marketing Director s Guide to Selecting CRM

Marketing Director s Guide to Selecting CRM The Marketing Director s Guide to Selecting CRM A Publication www.collierpickard.co.uk Ltd 2014 Forging the Future As Marketing Director the responsibility for deciding the future direction of your organisation

More information

MARKETING TO THE NEW CONSUMER. PART THREE Taking Advantage of New Marketing Touchpoints in the Active Evaluation Stage

MARKETING TO THE NEW CONSUMER. PART THREE Taking Advantage of New Marketing Touchpoints in the Active Evaluation Stage MARKETING TO THE NEW CONSUMER PART THREE Taking Advantage of New Marketing Touchpoints in the Active Evaluation Stage For Part Three of this series, we are in the Active Evaluation Stage of the Customer

More information

Marketing Automation & Your CRM: The Dynamic Duo

Marketing Automation & Your CRM: The Dynamic Duo Marketing Automation & Your CRM: The Dynamic Duo Bridge the gap between marketing and sales by creating a single source of truth for your organization. INTRODUCTION intro Align marketing and sales with

More information

Improving Sales Productivity: What We All Know but Rarely Do

Improving Sales Productivity: What We All Know but Rarely Do Improving Sales Productivity: What We All Know but Rarely Do 1 A Whitepaper by Luxor Corporation Improving Sales Productivity: What We All Know but Rarely Do Improving Sales Productivity: What We All Know

More information

Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform

Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform Marketing Automation 2.0 Closing the Marketing and Sales Gap with a Next-Generation Collaborative Platform 4 Contents 1 Executive Summary 2 Defining Marketing Automation 2.0 3 Marketing Automation 1.0:

More information

Companies that use a demand generation technology reported 181% higher average close rates.

Companies that use a demand generation technology reported 181% higher average close rates. Companies that use a demand generation technology reported 181% higher average close rates. 5 Five Core Principles for Empowering Sales Reps with Demand Generation Tools The crisis in the financial market

More information

Sun Bear Marketing Automation Software

Sun Bear Marketing Automation Software Sun Bear Marketing Automation Software Provide your marketing and sales groups with a single, integrated, web based platform that allows them to easily automate and manage marketing database, campaign,

More information

THE B2B FULL-FUNNEL MARKETER S HANDBOOK

THE B2B FULL-FUNNEL MARKETER S HANDBOOK THE B2B FULL-FUNNEL MARKETER S HANDBOOK Brand Awareness Content Engagement & Education Lead Generation & Sales Conversions The B2B Full-Funnel Marketer s Handbook For business-to-business marketers, the

More information

Lead management solution. Tobias Kuen SC-Networks GmbH, Managing Director

Lead management solution. Tobias Kuen SC-Networks GmbH, Managing Director Lead management Lead management solution evalanche is now targeting companies that not only want to benefit from a powerful e-mail marketing solution, but also want to support Marketing and Sales with

More information