Integrating MA Software With CRM Systems

Lead to Revenue

Today’s agenda• Marketing technology trends for 2012• Fundamentals for integrating MA software with CRM• Key functional considerations• Key process considerations• The movement to nurture-based marketing

programs• The impact MA software has on your CRM adoption

and usage• How to build a lead-to-revenue management-

focused sales effort• Live Q&A

Housecleaning items for the session…• Copy of materials – available post-session• On-demand version – available next week• Kindle Fire giveaway – winner announced with follow

up email• Like us on FB http://www.facebook.com/SalesFUSION• Giving away an iPad in March

Speakers

David Raab - Mr. Raab has written hundreds of articles on marketing technology for publications including Information Management, DM Review, DM News, Relationship Marketing Report, Bank Marketing, Target Marketing, and The Journal of Database Marketing. He is the author of Marketing Performance Measurement Toolkit (Racom Books, 2009) and the B2B Marketing Automation Vendor Selection Tool (www.raabguide.com) . An archive of his published articles is available at www.archive.raabassociatesinc.com and additional research appears regularly on his blog http://customerexperiencematrix.blogspot.com. Mr. Raab established the technology consulting practice at Raab Associates in 1987Mr. Raab holds a bachelor's degree from Columbia University and MBA from the Harvard Business School.  Contact information:Telephone: 914-241-2117Email: draab@raabassociates.comWeb: www.raabassociatesinc.comTwitter: @draabBlog: http://customerexperiencematrix.blogspot.com/

Speakers

Kevin Miller - Kevin Miller is a principle at SalesFUSION and serves in the role of Chief Marketing Officer. Kevin has over 19 years experience in database marketing, marketing data base management software, consumer promotions, CRM and b2b demand generation.

Kevin has served as a consultant for a number of technology companies over the years and has performed over 350 webinar campaigns in his career.

Prior to SalesFUSION, Kevin handled sales and demand generation duties for Marketbright, an early vendor in the b2b marketing space. Prior to Marketbright, Kevin managed an MCIF solution for Metavante corporation. Metavante had acquired NuEdge Systems, a leading retail marketing database solution in the late 90’s.

Early in his career, Kevin served as an account director for a promotions marketing firm and worked to develop campaigns with leading agencies such as Grey Direct and Bozell Worldwide as well as leading companies such as Discovery Networks, Sony, Toyota and Johnson & Johnson.

• Emphasis on nurture marketing, not email blasting

• Integrated social media channels

• Lead management versus lead acquisition

• Lead to sales revenue management

• Cold calling to warm calling

• Marketing is part of CRM, not outside

• Blended web presence – social, PPC, corporate

Marketing technology trends for 2012

CRM

MA

Website

• Website visitor tracking

• Lead activity alerts

• CRM Field value triggers

• Lead scoring & routing

• Drip & trigger-based email campaigns

• Webinars

• Social landing pages

Key Technologies

CRM

MA

Website

• Eliminate lead leakage

• Improve CRM usage and adoption

• Improve lead conversion

• Track campaign using opportunity data

• Sales & Marketing alignment

Why integrate marketing to CRM?

CRM

MA

Website

• Marketing DB & CRM DB – very different structure

• Culture clash between marketing and sales

• Marketing data is “messy” and doesn’t fit neatly into CRM

• Marketing tech is changing too rapidly for CRM to keep up

Why is it difficult?

CRM

MA

Website

LEAKY SALES FUNNELS INCREASE ACQUISITION COSTS

Source: Forrester Research October 2006, “Improving B2B Lead Management” report

Marketing’s Role• Identify leads• Generate leads• Execute campaigns• Pre-qualify leads• Nurture leads• Re-Market stale sales leads

Sales’ Role• Complete lead qualification• Present and propose solutions• Propose pricing• Execute contracts• Close business• Cross-sell

11

• Marketing has a stake in CRM• Marketing is responsible for upper funnel• Marketing may be responsible for inside sales• Marketing may have financial stake in pipeline

The changing nature of b2b marketing

Integrating Marketing Automation and CRM

David M. RaabRaab Associates Inc.

January 19, 2012

About Raab Associates

• independent consultants specializing marketing technology and analytics

• marketing background• assess infrastructure, define requirements, select tools

and vendors, design measurement systems• VEST report on B2B Marketing Automation Systems• lots of free stuff at www.raabguide.com• blog: http://customerexperiencematrix.blogspot.com/• Twitter: @draab

What is CRM Integrationand Why Do I Need It?

• lead transfer• lead nurturing• sales access• process integration• analyze results

Integration Issues

• data shared• actions synchronized• sales user functions• complexity• API capabilities

Deep Dive: Data

• data available• data complexity

Deep Dive: Functions

• lead/contact functions• campaign functions• activity functions• sales access functions

Deep Dive: API

• API capabilities• API utilization

Deep Dive: Complexity

• administration • precision

Assessing a System

• define your needs• analyze vendors• consider trade-offs

Lead Flow in a web 2.0 world

• Bi-directional flow of data between marketing and CRM

• Auto-assign leads to sales

• Trigger follow up campaigns

• Apply rules and logic

• Create LP’s for each channel/campaign

Website

Marketing Automation

Online Ads

Social

Email Campaigns

CRM

• Implicit activity – vital for lead scoring

• Triggers sales alerts

• Data presented in CRM

• Adds value to phone interactions

• Keeps sales excited about the lead gen process

• Real-time

Technology Focus - Website Visitor tracking

• Keep CRM clean

• Collaborate with sales on rules

• Route leads when they are high-value

• Allows for predictive marketing pipeline analytics

• Eliminates early problems with online marketing

Technology Focus - Website Visitor tracking

Marketing Automation CRM

• Marketing – listens to CRM for field value changes

• Changes to field values drive campaigns

• Free up sales to focus on closing deals

• Ensures no lead left behind

• Replaces the tickler file

Technology Focus – CRM Field Triggers

Marketing Automation CRM

Live Q&ALearn more at www.salesfusion.com

Thank you for attending• Copy of slides

• Video – available next week

• White Paper – via follow up

• See a one/one demo

• Learn more about David’s servicesKindle Winner to be announced Next Tuesday via email