CRM & Marketing Automation: a Seven-Part Love Story
1 like328 views
The document discusses the importance of lead nurturing in B2B marketing, highlighting that 57% of marketers using automation tools prioritize this strategy. It emphasizes the role of CRM and marketing automation in managing leads, segmenting email lists, and using social media to re-engage cold contacts. Additionally, it suggests aligning marketing efforts with sales to effectively analyze ROI and understand the sales process from lead to opportunity.
More Related Content
![[Workshop] Turning Paid Traffic Into Paying Customers](https://cdn.slidesharecdn.com/ss_thumbnails/workshoppaidtrafficbyericfarmer-170417172746-thumbnail.jpg?width=560&fit=bounds)
Similar to CRM & Marketing Automation: a Seven-Part Love Story (20)
CRM & Marketing Automation: a Seven-Part Love Story
- 1. #emflconf@emfluence Natalie Jackson, emfluence [email protected] CRM and Marketing Automation: A Seven-Part Love Story @NatalieOnWire
- 3. #emflconf@emfluence Marketers Data • How many people saw my ad? • Of those people, how many were dog people? • How many of those dog people liked Chihuahuas? • How many Chihuahua lovers celebrate their dogs’ birthday? • What kind of cake do they buy for their Chihuahua?
- 9. #emflconf@emfluence 57% of marketers using marketing automation tools state lead nurturing as one of their most important strategic goals. Ascend2 “Marketing Automation Trends Survey” (2016)
- 10. #emflconf@emfluence First decide what you want to nurture (and why): In emfluence Create a Group and an automated workflow. • “Sign up for the newsletter” • “Thanks for contacting us” • “View a demo” • “Get event updates” In CRM Build a workflow to automatically add leads to a marketing list: • New leads • Completed phone calls • Custom fields
- 13. #emflconf@emfluence When leads are nurtured first, B2B marketers see an average of 20% increase in sales opportunities versus non-nurtured leads. DemandGen “Calculating the Real ROI from Lead Nurturing” (Aug 2013)
- 14. #emflconf@emfluence Don’t call everyone who downloads content: In emfluence Automate what you can and know it’s early funnel that you’re working with: • Landing page form automated email flow • “No regrets” message • First touch from company, second, third, etc. from Sales In CRM Content downloads are not contact form submissions. Work with Sales on what “sales ready” means. Downloads are often: • In the research phase • In search of help • Competitors
- 17. #emflconf@emfluence As much as a quarter of your email list goes cold each year, but cold doesn't necessarily mean these people are gone forever. Email Monks (June 2016)
- 18. #emflconf@emfluence Social Media can help you warm up a cold list: In emfluence Create compelling content (i.e., a how-to guide or an event invitation). Make them get it through: • Landing page form automated email flow • “No regrets” message • First touch from company, second, third, etc. from Sales In CRM Create marketing lists based on time stamps in CRM: • Last activity date • Modified on • Opportunity close date • Created on date Download list from CRM and upload to social media as a custom audience.
- 21. #emflconf@emfluence Converting a lead into a prospect often takes more than a dozen touches. Use social media to help you connect outside the inbox. The Data & Marketing Association, August, 2016
- 22. #emflconf@emfluence Social Media can help you explore new options: In emfluence Create industry-specific content that answers questions you can solve for your audience: • AnswerthePublic.com • Ask in a survey • Follow industry newsletters and reports • Remarket to trade show In CRM Create marketing lists based on objective/industry: • Products interested in or sold • Industry • Job title • Event attendees • Or combos of the above
- 25. #emflconf@emfluence Segmented emails generated higher engagement than blanket emails. This is particularly true when emails are opt in. Email Monday, Getting Smart with Email Segmentation
- 26. #emflconf@emfluence Use personal information to segment emails: In emfluence Create segmented emails super targeted to each purpose. Automate & use content blocks: • “You might also like…” • “Congratulations on your purchase!” • “The weather’s cold in 66213 this week” In CRM Create marketing lists based on personal data: • Products interested in or sold • Zip code • Sales Stage • Owner Build workflows in CRM to auto-add new to list.
- 29. #emflconf@emfluence Everybody talks about lead scoring, but very few marketers know what to do with the scores they’re collecting.
- 30. #emflconf@emfluence Score one for the home team: In emfluence Determine what actions make someone a “sales ready” lead: • How many page views? • How many opened emails? • How many forms? • How many landing pages? Import over anyone who reaches the threshold. In CRM Create a marketing list as a landing page for Sales: • Train your sales team on where to look for their leads • Annoy them until it’s habit
- 33. #emflconf@emfluence Tie your sales from lead to opportunity to close deal by connecting CRM and MAP. Use this information to determine the ROI of your marketing campaigns.
- 34. #emflconf@emfluence Put numbers to what you’re doing: In emfluence Map your CRM campaigns to a custom field in the Platform: • Track every Platform contact to its corresponding CRM Lead • Know dollars if/when lead converts to opportunity, plus CRM calculates quick ROI In CRM Keep track of what you’re doing in the Platform and what you’re spending: • Create a CRM campaign for every social/email campaign you run in the Platform • Track costs in CRM of EVERYTHING (including what you spend on social)
- 35. #emflconf@emfluence BONUS! Tie this information into a analytics dashboard to quantify the lifetime value of your leads for each type of marketing campaign you run.
- 37. #emflconf@emfluence To really fall in love, think beyond campaigns: • End the attribution fight! • Know how much revenue is marketing influenced and how much revenue is marketing generated! • Make friends with Sales and Accounting!