Integrate Marketing Automation, Lead Management and CRM

Transcription

1 Clsing the Lp: Integrate Marketing Autmatin, Lead Management and CRM Circular thinking fr marketers 1 (866)

2 Clsing the Lp: Integrate Marketing Autmatin, Lead Management and CRM Circular thinking fr marketers As marketers, we need t deliver leads t hungry sales teams and we have an array f sftware tls t help us. Whether in an SMB r mid and large enterprises, we are likely t use sme cmbinatin f Marketing Autmatin (MA), Lead Management Autmatin (LMA) and Custmer Relatinship Management (CRM) tls. In any scheme t lgically link MA, LMA and CRM in a linear fashin, there are three pssible variatins: MA LMA CRM CRM MA MA LMA CRM MA Frequently, the variatin an rganizatin uses is determined by which ne f the three sft- ware technlgies the business first acquired. Scttsdale, AZ

3 Hwever, we need ur systems t be able t adpt the lgical flw f all three f these variatins at nce. This is because new data may be intrduced t ur systems thrugh any ne f the three, and it is prduced dynamically, in real-time, and needs t be rapidly assimilated, prcessed and applied. S the best way t link MA, LMA and CRM (r indeed CRM, MA and LMA; r LMA, CRM ad MA!) is t design ur scheme like this: LMA MA CRM Quantum physics majrs wh drpped ut and pted fr mre challenging careers in marketing (!) may recgnize that this is a lt like sme f the theries abut time. In ne versin, time is a railrad track that ges t the future in ne directin and the past in the ther. There s als the idea that time lps back and ges arund n itself. If yu didn t majr in quantum physics then yu prbably just learned smething! When prperly lped, data n suspects, prspects and custmers enters the system thrugh any f the data acquisitin pints and is prcessed in the mst efficient and effective manner. Scttsdale, AZ

4 In this guide we ll discuss hw prperly lping MA, LMA and CRM, transfrms the prcess letting marketers drastically uplift three key marketing metrics: QUALITY CONVERSION QUANTITY What are the mst imprtant bjectives fr yur lead generatin strategy in the year ahead? Situatin: Where is yur rganizatin nw? Anything sund familiar? There are a number f markers attached t a cmpany that is cnsidering hw best t develp its strategies fr integrating sales and marketing. Althugh the details may vary, the prcess f managing leads thrugh t cnversin is a universal cncept. It is difficult t imagine a cmpany that des nt have sme frm f CRM; even if it is a custm database built n linked spread sheets; hwever, mst will have a ppular CRM and ther marketing tls f sme descriptin in place. Scttsdale, AZ

5 Sme typical characteristics include: Sme may have sils where separate systems are nt integrated r data exchange is a manual prcess Sme may have, utdated, legacy systems it knws it needs t replace Sme may feel manual prcesses r using multiple sftware systems with manual data exchange requirements are hlding it back Generally, all want mre effective way t link and manage inbund leads and utbund lead generatin activity Scttsdale, AZ

6 Preserving investment Many cmpanies have cnsiderable investment rlled up in existing sftware. In such cases there is ften a wish t avid junking existing systems. Smetimes it s nt abut system csts. There can be data cnsideratins t. Prprietary frmats may tie yu in, hwever, making a clean break with the ld ways can be a gd decisin because it means yu have a great pprtunity t clean up and de-dupe yur data. If yu are an rganizatin with three existing slutins that are nt integrated, it is likely yu have three different datasets that are nt synced. This in itself is a surce f inefficiency that wastes time and may cause cnfusin and slw up prcesses. Whether yu were cnsidering integrating CRM, MA and LMA r nt, cleaning and de-duping wuld be a gd idea, but wh has the time? The prcess f integratin simply prvides the windw f pprtunity t start afresh with a cleaned up single infrmatin stre where data quality is knwn t be gd. Circular thinking fr marketers Defining a gd slutin When we are talking abut a gd slutin, there are a few strands t cnsider: The quality f the sftware This includes bjective perfrmance factrs such as stability and reliability and these might be expressed cllectively as availability Quality als includes subjective perfrmance factrs such as features and ease f use, which may be described as a cmbinatin f design, layut and intuitiveness, r cllectively as User Experience (UX) The custmer service capabilities f the slutin prvider A gd slutin prvider is essential if yu want a slutin that gets yur rganizatin t where yu want t be while preserving yur investment in existing systems There is a significant requirement fr a slutin prvider t be able t deliver the key phases that define an integratin prject: Pre-sales cnsultancy understanding the needs f yur cmpany Integratin services the technical capability t integrate systems Pst-sales supprt nging supprt t ensure the system delivers ROI Leveraging clud technlgy One f the key benefits f nline, clud-based SaaS systems includes reducing lng term csts by fllwing a subscriptin business mdel. It is likely a gd slutin prvider will deliver the advantages f clud technlgy while understanding hw t integrate existing r legacy n-premise applicatins Scttsdale, AZ

7 Inbund marketing channels Any slutin needs t be able t bring tgether leads riginating frm multiple inbund channels. This gives yu a single view f all yur leads in ne place as well as cntributing t a better single view f individual suspects, prspects and custmers. Inquiries frm cmpany website frm respnses/ and marketing are the tw mst widely used frms f lead gen; this shuld be n surprise as they are als the mst effective lead gen methds! Any slutin needs t be able t integrate leads frm web frms and with ther channels including: Third-party lead surces Telephne inquiries t call centers Data captured at tradeshws, cnferences & seminars Direct mail respnse data Telemarketing respnses Scial media interest - LinkedIn, Twitter, Facebk, Pinterest, blgs Scttsdale, AZ

8 Mbile enablement U.S. Bureau f Labr Statistics (bls.gv) prjectins suggest that in ttal, by 2020, there will be in the regin f 15.4m sales representatives, apprximately 28% inside sales and 72% utside sales. Any slutin needs t be ptimized t meet the needs f these tw different types f sales peratins. It is n gd prviding utside sales with the same data in the same way as yu d t inside sales. Any system fr delivering leads t field based sales peple has t be fully mbile-enabled, t deliver the intelligence sales peple n the mve need t be able t respnd quickly. Outside sales data needs t be: Presented s it is ptimized fr mbile sales Present data and features in the mst apprpriate way fr mbile device users Cnvergence Prgressive vendrs are cntinually seeking t ffer imprved slutins by extending the capability f their LMA platfrms. Features such as managing the prspect data t execute autmated marketing and direct mail (DM) campaigns with template-based prductin f ppular DM frmats is cnverging LMA with MA. This ffers sme significant advantages when cmpared t integrating three separate sftware tls tgether A cnverged LMA and MA platfrm: Cnslidates and ratinalizes by eliminating the need fr separate vendrs fr LMA and MA Simplifies integratin because nly integratin with the CRM tl is required Can be deplyed faster because less integratin wrk is required Scttsdale, AZ

9 Transfrming Quality, Cnversin, Quantity Imprved key metric: QUALITY When we talk abut lead quality, increasing the quality f leads may be defined as fielding leads faster t reduce cntact time, augmenting lead data by applying scring rules, and prviding detailed analytics and reprting. Lping CRM, MA and LMA sftware systems in an ptimized way imprves the ability t create better quality leads by: Autmating lead scring Prducing cntact times as lw as 2.5 minutes Delivering analytics t help imprve prcess Imprved key metric: CONVERSION Better quality leads that are apprpriately and rapidly scred imprve cnversin rates. Lping CRM, MA and LMA sftware systems in an ptimized way, allws lead cnversin best practice t drive the prcess f turning leads int rders: Delivering leads t the right sales peple first time Ensuring nurturing activity is structured Autmating the prcess f calling leads the ptimal amunt f times Scttsdale, AZ

10 Imprved key metric: QUANTITY The increased quantity f cnversins demnstrates higher efficiency. Cnsequentially this is reflected in key cnsequential sales and marketing analytics. This includes: Reduced Cst per Lead Increased lead value Increased agent prductivity Increased revenue Greater ROI Clsing the Lp with ClickPint ClickPint Sftware ffers autmated Lead Distributin, Marketing Autmatin, and Lead Management slutins fr leads acquired acrss multiple channels. Our slutins prvide value, helping ur custmers t generate mre ROI frm marketing by: Enabling sales teams t clse mre leads in less time Maximizing lead value by capturing, ruting, and scring leads Call us tday n 1 (866) r cme visit t find ut mre abut hw we are able t help yu. Scttsdale, AZ

11 Abut ClickPint Sftware Funded in 2007 and lcated in Scttsdale, Arizna, ClickPint serves bth Frtune 500 cmpanies and small businesses. ClickPint was brn ut f a desire t help cmpanies imprve the cmplex prcess f lead management autmatin. ClickPint gives marketing and sales teams an edge by imprving lead quality and increasing sales, resulting in higher revenue frm leads. Scttsdale, AZ