Best Practices for Marketing and Sales Alignment

www.act-on.com | @ActOnSoftware | #ActOnSW

Best Practices for Marketing and Sales AlignmentWorking Through the Funnel

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www.act-on.com | @ActOnSoftware | #ActOnSW

Welcome! Thanks for joining us today.

Atri ChatterjeeChief Marketing Officer

Act-On Software@atrichatt

Pete GraceyCo-founder & President

AG Salesworks@Peter_Gracey

www.act-on.com | @ActOnSoftware | #ActOnSW

Agenda

• Atri Chatterjee• Best Practices for the Funnel• Inbound/Content Strategies• Automate Nurturing Programs• Optimizing Marketing and Sales Initiatives

• Pete Gracey• Implementing Repeatable Processes for Success• Understanding How to Capitalize on MQLs• Optimizing the ROI• Pipeline Visibility/Increasing Revenue

• Q&A• Next Steps

www.act-on.com | @ActOnSoftware | #ActOnSW

Best Practices for the Funnel

Acquisition Programs

• Build Database• Permission-based list acquisition• Data capture

• Attract Attention• Tell the story• Links, videos, and images

• Content Strategies• Blog, website, social media• Right target receiving relevant and engaging content

Key : Gather prospect information where ever possible

www.act-on.com | @ActOnSoftware | #ActOnSW

Best Practices for the Funnel

Nurturing Programs

• Coordinated Campaigns• Editorial Calendar – compelling content and

events• Share your story – easy to embrace and

understand• Sales and Marketing – same coordinated story

• Scoring• Segmentation and nurturing based on actions • Who gets what based on what they have done

• Feedback• “Know” how they are finding you• Constant iteration to keep content fresh• Take advantage of repurposing content

Key : Unified front of all touch points from you to your prospects

www.act-on.com | @ActOnSoftware | #ActOnSW

Best Practices for the Funnel

Customer Retention

• Customer Focused• Clear and concise messaging• “Call To Action” at every touch

• Right Analytics and Metrics• Track activity• Reach out based on certain criteria• Refine, adjust, and update

• Website Presence• Track visitors – correlate to campaigns• Unique URLs – email, social, landing pages• Webinars – useful content that augments marketing efforts

Key : Communicate what the prospect wants, refine it, and nurture the prospect

www.act-on.com | @ActOnSoftware | #ActOnSW

Inbound/Content Strategies

Develop Great Content

• Partner with Industry Thought Leaders

• Capture Emergent Trends/Topics

• Co-sponsor Compelling Content• WP, case studies, webinars, virtual events

• Repurpose Content • Create once – use many

Key : Create a hub of compelling and contemporary content – reuse as appropriate

www.act-on.com | @ActOnSoftware | #ActOnSW

Inbound/Content Strategies

Deploy Great Content

• Continuously Refresh Content• Update with new content reflecting

industry trends• Provide information that compels

prospect engagement

• Promote Services and Product Offerings• Website, social media, email

• Call to Action• Motivated to visit• Move through the funnel

Key : Tailor website content to move prospects through the funnel

www.act-on.com | @ActOnSoftware | #ActOnSW

Inbound/Content Strategies

Engage the Audience

• Current, Compelling and Engaging Content

• Progress the Prospect Through Funnel• Right information• Right time • Right prospect

• Educate Over Time• Subtle promotion

Key : Nurture and provide prospects with information to move through the funnel

www.act-on.com | @ActOnSoftware | #ActOnSW

Automate Nurturing Programs

Automation and Scoring

• Understand the Key Drivers for Conversion

• Automate Based on Responses and Activity

• Design Score Build-up Based on Prospect Habits• Download, attendance, etc.

Key : Score key activities by key individuals to prioritize prospects

www.act-on.com | @ActOnSoftware | #ActOnSW

Key : MQLs should feel a strong relationship has been established

Optimizing Marketing and Sales Handoff

Audience Insight

• Capture Behavior• Content accessed • Actions taken• Prioritize by scores

• Utilize insight to Empower Sales• Highlight pain points and needs

• Audience Engagement• Shown level of interest• Engagement with sales team

www.act-on.com | @ActOnSoftware | #ActOnSW

Optimizing Marketing and Sales Handoff

ROI and Sales Outcomes

• Measure, measure measure• From first contact to close

and beyond• Quantity, quality, time spent

in stages of pipeline, etc.• Review metrics regularly

• Collaborate• Focus on the facts• Be ready to experiment• Change tactics over time

based on results

Key : Collaborate to measure key indicators and improve based on results

Campaigns Leads Opportunities Wins

© 2012 AG Salesworks © 2012 AG Salesworks

Best Practices for Sales and Marketing Alignment

Working Through the Funnel

© 2012 AG Salesworks

The Challenges our Customers face

14

Ideal Customer Profiling Database

Management

Tactical Outbound Messaging

Email Marketing

Automation

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analysis

© 2012 AG Salesworks

Ideal Customer Profiling

“Must Win” Accounts• Demographics• Firmagraphics• Past Success• Past Losses

15

Ideal Custome

r Profiling Databas

e Manage

ment

Tactical Outbound Messagin

g

Email Marketing Automati

on

Fully Qualified Lead

Delivery

Closed Loop

Feedback

ROI Analy

sis

© 2012 AG Salesworks

Database Management

o Data Hygiene Standards

o Minimum Quality Requirements

16

Ideal Custom

er Profiling Database

Management

Tactical Outboun

d Messagin

g

Email Marketin

g Automati

on

Fully Qualified Lead

Delivery

Closed Loop

Feedback

ROI Analy

sis

© 2012 AG Salesworks

o Pain Focused

o Title specific

o Competition Ready

17

Ideal Customer Profiling Database

Management

Tactical Outbound Messaging

Email Marketing

Automation

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analysis

Tactical Outbound Messaging

© 2012 AG Salesworks

o Individual Act-On Instance

o Automation for Telequalifying

o Incorporation of all corporate campaigns

18

Ideal Custom

er Profiling Databas

e Manage

ment

Tactical Outbound Messagin

g

Email Marketin

g Automati

on

Fully Qualified Lead

Delivery

Closed Loop

Feedback

ROI Analy

sis

Email Marketing Automation

© 2012 AG Salesworks

Fully Qualified Lead Delivery

o Deep and Relevant Pain

o D-Maker or direct pass down

o Willingness to spend

o Scheduled conference call

19

Ideal Custom

er Profiling

Database

Management

Tactical Outbound Messagin

g

Email Marketing Automati

on

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analy

sis

© 2012 AG Salesworks

Closed Loop Feedback

o Did the call occur? • Goal = 70-90%

o Was our information valid?• Goal = 90-100%

o Is there a next step in the process?• Goal = 80-90% Conversion

20

Ideal Custom

er Profiling

Database

Management

Tactical Outbound Messagin

g

Email Marketing Automati

on

Fully Qualified Lead

Delivery

Closed Loop

Feedback

ROI Analy

sis

© 2012 AG Salesworks

ROI Analysis

o 50x your original campaign investment in Stage 1 Pipeline

o Over 50% to forecast

o Closed business

21

Ideal Custom

er Profiling

Database

Management

Tactical Outbound Messagin

g

Email Marketing Automatio

n

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analysis

www.act-on.com | @ActOnSoftware | #ActOnSW

Q&A

• Pete Gracey• Co-founder & President• AG Salesworks

• Atri Chatterjee• Chief Marketing Officer• Act-On Software

www.act-on.com | @ActOnSoftware | #ActOnSW

Next Steps

• www.agsalesworks.com• Visit our site

• Get in touchCall: 781.702.6999Email us:

info@agsalesworks.com

• www.act-on.com• Visit our site• Sign-up for a demo

• Get in touchCall our hotline at:

877.530.1555Email us: sales@act-

on.com