using marketing automation to boost revenue and reduce marketing cost
DESCRIPTION
This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to: - Increase of over 50% in the total value of opportunities generated - Reduce lead qualification cost by 50% - Cut the time between lead generation and initial contact by more than 90% As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management. This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.TRANSCRIPT
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USING MARKETING AUTOMATION TO BOOST REVENUE & REDUCE MARKETING COST
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• Acquisio?
• The Acquisio Case Study• Challenges• Solutions• Results
• Take Away• What to expect• Best Practices
Agenda
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• Founder Webfin.com • Founder DisnatDirect • Founder Emovendo • Director Marketing at Acquisio
Alexandre who?
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier
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About Acquisio
• +250 Agency clients• +20 Countries• +100 Employees• +4000 Users• +9500 Brands
• Venture backed ($17M)• #46 on 2011 Deloitte Fast 50
• Offices in Montréal, London & Seattle
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Acquisio Platform
The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.
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CHALLENGES
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All leads were sent to sales
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Lead processing was very long
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SOLUTIONS
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• Creating and documenting a complete lead management process
• Designing and implementing a lead scoring model and nurturing program
• Automating and templating the lead capture process
Solutions
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Lead Management Process
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Lead Scoring
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Lead Scoring Threshold Matrix
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Lead Nurturing
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Nurturing Email Samples
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Lead Processing Template
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RESULTS
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• Increase of over 50% in the total value of opportunities generated
• Reduce lead qualification cost by 50%
• Cut the time between lead generation and initial contact by more than 90%
ROI
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2011 Revenue Cycle Analysis
6049585156 11511461
45% 19%63%19%
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TAKE AWAY
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• Lead Management Optimization is a journey, not an overnight quick fix
• Need to be supported by both Sales & Marketing Executives
• Current processes and responsibilities will change
• Sales team will need to be trained on the new process and provide feedback
• New content will need to be developed
What to Expect
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• Before starting, map your current processes, identify dead-ends & fix them
• Start small with a simple nurturing program and a simple lead scoring model
• Iterate based on sales feedback
• Communicate frequently to sales and train them on the nurturing program
• Make sure you have an SDR position, someone who qualifies marketing leads
Best Practices
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blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier