sugarcon2013: marketing through the customer lifecycle or multi-touch

Looking BigHow a 2 person family business reinvented its self in 6 months

with SugarCRM

Who is this guy?

Joe Harper• COO – Harper Inc.• VP of Marketing – Harper Inc.• Accountant – Harper Inc.• Director of Customer Service – Harper Inc.• Sugar CRM “Guy” – Harper Inc.

Joe Harper• Director Of Marketing – Milner / Comsquared• Manager of CRM and Marketing Automation for a sales

team of over 100

Husband to Holly – MyLife Inc.

Daddy to Zoe – MyLife Inc.

Harper Inc. The leading supplier of in-store manufacturing equipment for modern paint and coatings retailers worldwide. With a focus on superior service and sales support, Harper Inc. boasts a customer base of over 30,000 retail locations.

• Computer aided color matching• Manual and computer aided tint dispensing• A full range of mixing and shaking equipment

Our Industry

• $120 Billion in sales for 2012• Over 250,000 retail outlets world wide• Growth every year during the economic down

turn• Consolidation is everywhere• Environmental concerns are driving changes

Business was good• 6.6 Million in sales• Year over year growth for the past decade

But we had a problem

• 14+ hour days• The majority of our days spent doing “work” involved with sales• No value to our brand in our industry• Growth not keeping pace with our industry

Daddy to Zoe – MyLife Inc.

Husband to Holly – MyLife Inc.

Our business B.S.

• 1,200 to 1,800 orders each year via: – Email, Phone, and Trade Shows

• All typed on company letterhead in word• Printed and faxed to our vendors• End of the month reports hand typed into excel• Month-end consolidation took a week• Year end took nearly 3 weeks• Marketing = 0%• Misery - Won’t even work here…

(Before SugarCRM)

Our Goals

• GROW sales 30%

• INCREASE customer service and brand awareness

• DRIVE sales with email marketing

• MEASURE Everything! – Then do something meaningful with what we measure.

*While DECREASING our work load and WITHOUT increasing head count

Why SugarCRM• Full disclosure – It’s the devil I

know…• Adaptability – Open Source• Scalable• Cloud based• Marketing baked in• Workflow management• Solution cost

Our Business A.S. • On pace for over 2,500 orders in 2013• Order processing time reduced by over

90%• End of the month reports sent to me auto-magically!TM on the first of the month.

• Month end takes less than 2 hours• Year end reports are also Auto-magical!TM

• Marketing = 100%• Misery – Can’t Hack it at Harper Inc.

(After SugarCRM)

You are what you do most

Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12

0

10

20

30

40

50

60

Repeat customers

Average sale value (in thousands)

Processing orders (hours)

Average daily sales volume

Husband and Daddy

Making “Work-Flow”Sugar fixed it all right out of the boxLeads became accounts, accounts and orders became reports. Auto-magicaly!TM

But it can do MORE!

• Customers buying solution A are now offered companion solution B! Auto-magicaly!TM

Please Unsubscribe!

Booo spam.

Workflow alert emails

Send the right message

Product A Purchase

d

• Purchase triggers workflow

Relevant email 1

• The workflow sends an alert email

Relevant email 2

• The workflow can go on and on

“After time passes” workflow

At the end of each workflow,the last “action” checks a box triggering the next “after time passes” workflow in the series.

Alerts vs. blanket emails

Open RateClick Rate

Sales Rate

0%

10%

20%

30%

40%

50%

60%

70%

Blanket EmailsAlert Emails

Thanks!

Joe HarperDirect: 678-557-1929E-mail joe@joeharper.netWebsite: www.harperinc.com

SHOUT-OUTS:

My “SugarCRM guys”