webcast: why marketing automation is critical to your sales process - 12-4-2014
TRANSCRIPT
Why Marketing Automation is
Critical to your Sales ProcessDecember 4, 2014
Guest Speaker
Salesfusion Marketing
Automation
Today’s Speakers
Amanda
AndersonMarketing Manager,
Epicom
Kevin SextonSolution Specialist,
Salesfusion
About Epicom
- Off-site backup
- HIPAA and PCI compliant
- Server, firewall, and
application management
- Requirements gathering,
documentation, and
analysis
- Design and technical
feasibility
- Data Migration &
Mapping
- Marketing Automation
Agenda
• Common pain points between sales and marketing
• The buyer journey
• Where Marketing Automation fits
• Salesfusion overview
What Sales Says…
• “These leads aren’t good quality”
• “I have too much to do to enter
data/activity history in CRM”
• “I want to know more about this lead.”
What Marketing Says…
• “I generated several leads but sales didn’t
convert”
• “I don’t have enough data or a method to
segment customers”
• “I don’t have a way to track the
effectiveness of my campaigns.”
CRM and the buyer journey
Awareness
Information Gathering
Comparison
Engagement
Purchase Decision
CRM is designed to manage and assist
with the engagement and purchase
decision phases of the buyer journey.
As much as 70% of the buyer’s
journey may be completed prior to
sales engagement.
Unless sales can engage earlier in the
journey, they are operating at a
disadvantage.
CRM systems, in their current state,
cannot help sales prior to
“engagement”.
Unifying the two funnels
MAP CRM
Owns
● Discover
● Evaluate
Shares
● Qualify
Owns
● Engage
● Close
Shares
● Qualify
Unifying the two funnels
MAP
Discover - email, landing pages, events, social
publishing, PR
Evaluate - website tracking, lead nurture programs,
content marketing
Unifying the two funnels
CRM
Engage - contact, activity, and sales process
management
Close - Opportunity and funnel management
Unifying the two funnels
MAP CRMQualify
Lead Scoring, Lead Routing, Nurture
Programs
Understanding lead flow
Lead Capture MAP
Inbound Leads
Corp Website
Nurture Programs
CRM
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