Best Practices for Marketing and Sales Alignment

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Best Practices for Marketing and Sales AlignmentWorking Through the Funnel

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@AGSalesworks


Welcome! Thanks for joining us today.

Atri ChatterjeeChief Marketing Officer

Act-On Software@atrichatt

Pete GraceyCo-founder & President

AG Salesworks@Peter_Gracey


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


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



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



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


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



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



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


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


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


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


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


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


Delivery

Closed Loop

Feedback

ROI Analy

sis


o Pain Focused

o Title specific

o Competition Ready

17

Ideal Customer Profiling Database

Management


Email Marketing

Automation

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analysis



o Individual Act-On Instance

o Automation for Telequalifying

o Incorporation of all corporate campaigns

18

Ideal Custom

er Profiling Databas

e Manage

ment


g

Email Marketin

g Automati

on


Delivery

Closed Loop

Feedback

ROI Analy

sis

Email Marketing Automation


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


g


on

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analy

sis


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


g


on


Delivery

Closed Loop

Feedback

ROI Analy

sis


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


g

Email Marketing Automatio

n

Fully Qualified

Lead Delivery

Closed Loop

Feedback

ROI Analysis


Q&A

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

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


Next Steps

• www.agsalesworks.com• Visit our site

• Get in touchCall: 781.702.6999Email us:

[email protected]

• 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

http://www.act-on.com/

http://www.act-on.com/

Documents

Best Practices for Marketing and Sales Alignment