using sugarcrm for a lead generation and inbound marketing...

.4.19.12

Using SugarCRM for a Lead Generation

and Inbound Marketing Hub

©Copyright 2012, echogravity, Inc.

1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub

2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns

3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow

Webinar Series

2

About Me

3

CEO and Co-Founder of echogravity Inbound marketing and public relations firm that builds target market awareness and lead generation for SMB B2B companies.

1. Communicate how content and social media marketing can be a front end mechanism for building your Inbound Marketing Strategy with SugarCRM.

2. Explore how SugarCRM web-to-lead forms capture new prospects and leads.

3. Understand why SugarCRM is the complete foundation for lead generation, marketing automation and sales conversion.

4. Get you coming back for #2 and #3!

Objectives of this Webinar

4

Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information. Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense.

-wikipedia

What is Inbound Marketing?

5

Why is it time to pay attention to Inbound Marketing?

6

• Social Media distribution vehicles (twitterfeed/social sharing)

• Interruption marketing is lessening

• Available content and educational materials are growing at an exponential rate

• Connection with buyers happens 24/7

• SEO’s connection with content

Challenges with CRM

• Current data is usually fragmented and old

• Executive management isn’t enforcing sales team data input and integrity

• Contact management and data inquiry is the main use for the system

• Lack of knowledge of all the capabilities of the tools

• Prospect Data Store

• Lead Collection

• Automated Lead Routing

• Nurture Marketing

• Analytics and Campaign Testing

The Opportunity with SugarCRM

8

SugarCRM Modules

9

5 Keys to Implementation:

1. Integration using web-to-lead forms

2. SugarCRM dropdown fields

3. Campaign Management (webinar #2)

4. Segmenting data and using Nurture Marketing

5. Usage of workflow (webinar #3)

SugarCRM as the Hub

10

Ideal State

11

Build Content

Socialize Content

Hit the Target Market

Populate SugarCRM

Generate Leads

Create Revenue

Integration using Web-to-Lead Forms

12

Download Form

Contact Us Form

Calls to Action

Integration using Web-to-Lead Forms

13

14

Integration using Web-to-Lead Forms

15

Utilization of Dropdown Fields

Form to Lead

16

Populate SugarCRM

Campaign Management

17

More to come in Webinar #2 on Campaign Management

Segmenting Data for Nurture Marketing

18

There are a number of ways to do this!

Campaign Status

Workflow (webinar #3)

19

Recap

20

Using SugarCRM for a Lead Generation

and Inbound Marketing Hub

Step #1: Prepare SugarCRM to Receive Activity

21

Step #2: Tie it All Back Through Forms

22

Create Landing Pages with Form

Step #3: Create Workflow

23

Design Lead Capture Process

Build in SugarCRM

Test the System

Step #4: Plant Social and Content Seeds

24

Content

Email Marketing

Opt In List

Survey/Respondents/ Prospects

Website

Landing pages

Call to Action Buttons across web site

Call to Action Buttons across web site

Blog Series

3rd Party Channels

Social Media

LinkedIn Groups and other social bookmarkings

Whitepaper Websites

Client List

Relevant Media

Syndication

Step #5: Results-Lead Capture

25

Watch traffic build

Sleep while the engine works

Lead Workflow, Funnel Management and Sales Conversion

Step #5: Results-Sales Develop

26

But, there is more!

The Domino Effect from Implementing this Strategy

27

Site Traffic Blossoms Over Time

28

• New prospect traffic grows • SEO and rankings climb • Increase pageviews, time on site and reduction in bounce rates

You Become Known in your Space

29

Capture new prospects

Optimize sales and marketing resources

Report more accurate information for executive management

Generate clear ROI on marketing campaigns

30

SugarCRM’s Impact to Your Business

The foundation is critical- data, systems and web site

Frequency and relevance is a must

Connection with Buyer Personas is key to the strategy

Content must be compelling, intelligent and interesting

Pay close attention to detail when using marketing automation in SugarCRM

Stay committed to the plan and process

What to Remember

31

1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub

2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns

3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow

Webinar Series

32

Thank You

33

www.echogravity.com

kevin@echogravity.com