using marketing automation to boost revenue and reduce marketing cost

USING MARKETING AUTOMATION TO BOOST REVENUE & REDUCE MARKETING COST

• Acquisio?

• The Acquisio Case Study• Challenges• Solutions• Results

• Take Away• What to expect• Best Practices

Agenda

• Founder Webfin.com • Founder DisnatDirect • Founder Emovendo • Director Marketing at Acquisio

Alexandre who?

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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

Acquisio Platform

The leading platform to buy, track, manage, optimize and report on media across all major Search, Social and Display networks.

CHALLENGES

All leads were sent to sales

Lead processing was very long

SOLUTIONS

• 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

Lead Management Process

Lead Scoring

Lead Scoring Threshold Matrix

Lead Nurturing

Nurturing Email Samples

Lead Processing Template

RESULTS

• 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

2011 Revenue Cycle Analysis

6049585156 11511461

45% 19%63%19%

TAKE AWAY

• 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

• 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

Questions?apelletier@acquisio.com

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