closed loop marketing: effective strategies to bring together sales & marketing - bernie borges

Closing the Loop Between Marketing and Sales

September 8, 2008

Bernie Borges Background

20 + years marketing experiencey g pEnterprise Software & Internet IndustriesSince 2002 Providing:• Internet Marketing Strategies• Internet Marketing Strategies• Search Engine Optimization• Pay per Click Advertising Management• Visitor Conversion Strategies• Social Media Marketing Strategies

Help clients drive sales opportunities through p pp gthe web.

Copyright 2008 Find and Convert2

Audience Poll

B2BB2BB2CGeographic Sales CoverageGeographic Sales CoverageRoles/TitlesExperience w/Internet MarketingExperience w/Internet MarketingCompany Size


Role of Marketing Basics

Marketing Tee’s up Sales for SuccessMarketing Tee s up Sales for SuccessSales Produces Revenue


Types of Marketing

Online MarketingOnline Marketing• Organic SEO• Paid Search• Social Media• Webcasts/Email

Offline MarketingOffline Marketing• Direct Mail• Print Advertising• Events• PR


Closing Loop Between Marketing & Sales

Developing implementing managing andDeveloping, implementing, managing and measuring marketing plans that have a tangible result on the business.g


Closing Loop Pillars

RelationshipRelationshipStrategyBest PracticesBest PracticesMeasurement


Relationship Pillar

Exec Mgmt Marketing Sales Finance/ITExec. Mgmt. Marketing Sales Finance/ITAlign with company

Identify target

Develop sales model,

Set up manage

vision/strategy markets, set promotion strategy

recruit, manage, measure

financial systems & budgetsstrategy measure budgets


Strategy Pillar

Align w/StakeholdersAlign w/StakeholdersUnderstand Strengths/WeaknessesClarity of MessagingClarity of MessagingDefine “A” & “B” OpportunitiesUnderstand Behavior of Target MarketUnderstand Behavior of Target MarketListen to Customers/Online CommunityAll t R Wi lAllocate Resources Wisely Think “small” Long Tail


Best Practices Pillar

Eat Lunch w/StakeholdersEat Lunch w/StakeholdersKnow Competition Inside & OutKnow Industry Thought LeadersKnow Industry Thought LeadersProduce Lots of ContentTest Measure ReviseTest, Measure, ReviseDon’t Be Afraid To:

Experiment• Experiment• Fail


Measurement Strategies Pillar

Measurement Goals/CriteriaMeasurement Goals/Criteria• Sales• LeadsLeads• “Buzz”• TrafficTraffic• Brand Improvement• Cost per ….p


Measurement Strategies

Traffic Buzz Brand Leads SalesTraffic Buzz Brand Leads SalesReferring sites Viral growth of

contentIncreased awareness

Forms filled requesting info

Revenue increases

Keywords “you’re Sales staff Live chat session Sales cycles everywhere”

factorfeedback requests shorten

Unique/Repeat Visitors

Increased size of groups, followers,

Invitations to write, speak,

Downloads Competitive threats weaken

RSS subscribers, etc.

interview, etc.

Pages visited Industry thought leaders write

b t

Track company name mentions in

di

Cost per lead Market share grows

about you media

Bounce rates Speaking opportunities

increase

Track company name searches in

web analytics

Employment applications

increase


Media coverage increases

CRM Integration

Measurement Strategies

$1 $100 $1 000$1 $100 $1,000Manual Hubspot Eloqua

Calculate SEO/SEM costs

Search Marketing analytics

Manage multi-channel campaigns

Calculate Social Media costs

CRM tracking to Salesforce.com

Score and profile leads, screen before

passing to sales

Vendor fees click fees Measure sales per Track campaign resultsVendor fees, click fees, free tools

Measure sales per keyword, referral

source, tie to marketing events, etc.

Track campaign results all the way to closure

Apply known Call tracking: toll free Real time pp yconversion rates and stakeholder agreed

assumptions

gand local phone numbers tied to

keywords & landing pages

synchronization of marketing data with

CRM system


100% Manual & Subjective

Reasonable level of automated tools with

some manual tracking

High level of automated tools

Turning Information Into Action

Understand Cost of SalesUnderstand Cost of SalesDo More or Less of SomethingExperiment MoreExperiment MoreRe-Allocate Budget/ResourcesCreate More ContentCreate More ContentStay Aligned w/Stakeholders


Case Studies:

Marketing Results ActionsMarketing Results ActionsSEO Increased traffic More contentPress Releases Increased traffic MaximizePress Releases Increased traffic Maximize

frequencyLead Lander Track page views Sales follow upGoogle Analytics Track keywords Prioritize

keywords


Case Studies:

Marketing Results ActionsMarketing Results ActionsSEO Increased traffic Industry specific

contentCapterra Qualified leads Maintain budget

Hubspot Track source of Reinvest in selectHubspot Track source of leads & keywords

Reinvest in select keywords

Webcasts TBD Based on industry topics w/success history


Case Studies:

Marketing Results ActionsMarketing Results ActionsDirect Mail 137 leads, $223

cost/lead, 25% Re-allocated marketing more to

higher than planned, 20 sales

gone product

PURL Lead E act tracking ofPURL Lead Capture

Exact tracking of lead


Case Studies:

Marketing Results ActionsMarketing Results ActionsSEO & PPC SEO Increased

traffic: one recent More content, link building

sale (accelerated)g

Tradeshows

AffiliatesEmail MarketingDirect MailGoogle Analytics Track keywords Recognize brand

impro ement


improvement

Case Studies:

Marketing Results ActionsMarketing Results ActionsSEO & PPC Increased

traffic/leadsMore content, link building, PPCg

Print Advertising Perceived to drive website traffic

Maintain, seek to measure better

Tradeshows Qualified sales leads

Maintain select shows

Hubspot (new) Aim to increase Seek to allocateHubspot (new) Aim to increase tracking

Seek to allocate budget based on better metrics


Case Studies:


traffic/leadsMore content, link building, PPCDirect Mail

Robust sales pipelineAli /CEO

gSeek to tie metrics together betterS k ll

Direct Mail

Print/Banner Advertising Alignment w/CEO,

VP Sales, CFOSeek to allocate budget based on better metrics

AdvertisingTradeshows

Email MarketingEmail Marketing


Case Studies:

Marketing Results ActionsMarketing Results ActionsSEO Tripled

traffic/leadsSelected Hubspot for single-point PPC traffic/leads

Keyword visibility into S l f

g pmanagement Studying buyer patterns (new

PPC

Email Marketing

Salesforce.com

Social media

patterns (new category)Creating more

Webinars

Content MarketingSocial media traffic tripled

gcontent Refining keyword strategy

-Best Practices-Training Content


strategy

Case Studies:


traffic/leadsMore content, link buildingPrint Advertising

Better able to measure source of leads

gMaintain print advert.R ll

Print Advertising

Direct Mailleads Re-allocate

budget based on lead metrics

TelemarketingLead Lander


Case Studies:


Case Studies:

Marketing Results ActionsMarketing Results ActionsWebinars Standardized

marketing More campaign planning Tradeshows g

processesDoubled # marketing

p gw/alignment

I d l

Tradeshows

Other Tactics…marketing campaignsReduced

Improved sales execution

Eloqua

campaign execution time 50%


50%

Closing the Loop Summary

Relationships w/StakeholdersRelationships w/Stakeholders• Build, sustain, reinforce

StrategyStrategy• Set, check often, experiment

Best PracticesBest Practices• Test, measure, revise

MeasurementMeasurement• Agree on criteria


Which Marketing V.P. is Closing the Loop?


To Continue Conversations…

Bernie Borges Contact [email protected] Emailhttp://www findandconvert com/blog/ Bloghttp://www.findandconvert.com/blog/ Bloghttp://profile.to/bernieborges/ Facebookhttp://twitter.com/berniebay Twitterhttp://www.linkedin.com/in/bernieborges LinkedIn


closed loop marketing: effective strategies to bring together sales & marketing - bernie borges

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