crm & marketing automation: a seven-part love story

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Natalie Jackson, emfluence

[email protected]

CRM and Marketing Automation: A Seven-Part Love Story

@NatalieOnWire

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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?

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57% of marketers using marketing automation tools state lead nurturing as

one of their most important strategic goals.

Ascend2 “Marketing Automation Trends Survey” (2016)

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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

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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)

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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

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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)

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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.

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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

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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

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Segmented emails generated higher engagement than blanket emails. This is particularly true when emails are opt in.

Email Monday, Getting Smart with Email Segmentation

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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.

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Everybody talks about lead scoring, but very few marketers know what to do

with the scores they’re collecting.

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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

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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.

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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)

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BONUS!Tie this information into a analytics

dashboard to quantify the lifetime value of your leads for each type of marketing

campaign you run.

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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!

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