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@scribesoft
Maximize the ROI of your Marketing Automation
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftHousekeeping• The recording will be made available to you after the
webinar
• Icons at the right of the slide deck allow you to:o Adjust soundo Participate in Q&Ao Contribute to the discussion on twitter @scribesoft –#Integreat!
o Download a copy of the slide decko Get to know the speakers
• You can ask questions at anytime but we will answer all questions after the presentation is over.
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftAgenda
• Why your Marketing Automation and CRM need to get along
• Key areas of focus
• Best practices for a successful integration
• Real world example presented by Jonaz Kumlander, Doidea Sweden
• Recap and wrap-up
• Q&A
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftPresenters
Jonaz KumlanderSales & Marketing DirectorDoidea
Robert-Jan MaasISV Channel Manager EMEAScribe Software
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftWhy your Marketing Automation and CRM need to get along
• Customer data exists in more places than ever before.
• One version of the truth
• Businesses have specific rules that they must adhere to.
• Connecting your Marketing Automation and CRM tends to bring out the best of each application.
• Promotes a complete view of business critical lead/customer information.
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftCustomer touch point challenge
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@scribesoftEnable Personalization• Bring extended personal information from CRM/other data
sources into MA
Send Sally a email with a kitten instead of a puppy since we know she has cats
• Bring abandoned cart / product purchase data from ecommerce to MA
Send Sally an email that says Welcome Back versus Welcome knowing she has purchased before
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftEnable segmentation• Bring customer demographic data from CRM or other data
sources to MA
Because we know Sally is a Gold Member, we offer her a 15% discount instead of the standard 10% everyone else gets in the email
• Bring order detail data from ERP to MA
Since Sally has spent over $5,000 this year she is targeted in an Elite Customer program managed by our Marketing system
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftEnable action• Bring qualified leads from MA to CRM
Only once Sally has viewed 2 videos and visited the Pricing page, her Lead record will be send to CRM
• Bring email tracking data from MA to CRM
Sales can time their follow up call to Sally based upon seeing when she opened the email marketing sent her
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftClose the loop on marketing ROI• Bring closed opportunities in CRM to MA (tied to lead source or
campaign)
Allows Marketing to include Sally in their reporting as a converted Lead to a paying customer
• Bring campaign cost data from ERP to MA
Track Sally’s purchase amount against the total amount of the Campaign Cost
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
• Before beginning any project, make sure you have a plan
• The data is the most important component in any integration project.
• Appoint a project owner that will manage the full design and implementation
• Make sure you allocate sufficient resources for the project
• Get full buy in from the business leaders and users
Key areas of focus
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftBest practices for a successful integration• Start with your software provider(CRM/MA Reseller).
• Phase the project so that you can deliver benefits quickly and often.
• Balance the deployment so that you do not over allocate time, effort, resources and investments.
• Provide continuous motivation and feedback. Accept it in return!
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftThe Customer in a real world example
• IT Consultant and outsourcing partner in Sweden
• Focusing on the SMB market
• Franchise business model
• Central Marketing and Local Sales
• One central Marketing organization
• Sales are organized by region (ca 40)
• Using HubSpot as MA and Microsoft Dynamics CRM as CRM
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@scribesoftChallenges & goals
• Central marketing generate leads
• Complex handling leads from marketing to local offices
• Manual handover of leads by email with manual feedback
• Leads wasn’t entered into CRM in all cases
• Leads wasn’t always acted on
• If leads couldn’t be handled by the regional sales and was left without action
• No detailed feedback of revenue fro leads from Sales to Marketing
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftSolution
• One Marketing Automation solution
• Integration between HubSpot and Microsoft Dynamics CRM
• Definition of SQL (Sales Qualified Leads) was created
• Both leads, contacts, opportunity and lead intelligence is synced
• Closed loop reporting
• Sales only use one system, CRM
• Marketing uses HubSpot as main Marketing platform
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftSolutionCRM
Nurture with MA
LeadFind right sales rep
SQLUsing MA
and LIOppurtunity
Sales close
Customer
What is working?
Marketing Automation
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@scribesoftAchievements to date
• No leads fall in between
• Sales has access to lead intelligence and gets a higher closing rate
• Sales can decide whether MA should continue to support or not during sales
• Marketing learns what action drives real revenue in the organization
• Sales only need to learn one system, CRM
• Marketing drives revenue
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
CRM Marketing Automation
Marketing Communication
Data Services
Industry Software
ERP
Enhancing the Customer Lifecycle Through Integration
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
About Scribe Software• Customer data integration solutions since 1995• Established global company• Cloud, premise, hybrid• Award-winning solutions
• Scribe Online• Scribe Insight
• 12,000 customers and 1,200 partners
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
About Doidea• CRM since 2004 and Marketing Automation
since 2008• Established company with customers in EMEA• Inbound Marketing, CRM and Integration
specialists• Customers in IT, Telecom, Finance and retail
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoft
Jonaz KumlanderSales & Marketing [email protected]+46 8410 30510
Robert-Jan MaasISV Channel ManagerScribe Software [email protected]+31 7082 00579
ScribeSoft
Scribe-Software
ScribeSoft
@ScribeEMEA
CONFIDENTIAL | © 2014 Scribe Software Corporation. All rights reserved.
@scribesoftNext Steps
Techjam
Trial