delivering leads that close
DESCRIPTION
FayeBSG participated in a joint webinar with SugarCRM and Act-On Software that was focused on closing the gap between sales and marketing. In this On-Demand webinar you will: • See how to close the chasm between Marketing and Sales • Find out how to provide valuable information to Sales to answer your buyer’s needs • Hear first-hand how Faye Business Systems Group has succeeded, and can help you, too Speakers Judy Logan, Director of Customer and Partner Marketing at Act-On Software, John Mertic, ISV Alliances Manager at SugarCRM and Jesse Heller, Director of Marketing from Faye Business Systems Group, as they show you how you can attract, capture, and deliver highly qualified leads to your Sales organization.TRANSCRIPT
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www.act-on.com | @ActOnSoftware | #ActOnSW
Delivering leads that close
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www.act-on.com | @ActOnSoftware | #ActOnSW
Have a question?
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www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s presenters
Judy LoganDirector, Customer & Partner Marketing
Jesse HellerDirector, Marketing
John MerticISV Alliances Manager
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www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s topics
• Crossing the Sales & Marketing Chasm
• Case Study: How FayeBSG delivers better leads
• Delivering better leads for your organization
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www.act-on.com | @ActOnSoftware | #ActOnSW
Sales
Traditional Marketing and Sales
Marketing
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www.act-on.com | @ActOnSoftware | #ActOnSW
Real results are all that matter
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www.act-on.com | @ActOnSoftware | #ActOnSW
New world, new metrics
Visitors
Leads
Cost Per Lead (CPL)
Pipeline Contribution
Pipeline Velocity
REVENUE
Must measure revenue contribution!
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www.act-on.com | @ActOnSoftware | #ActOnSW
AdvocatesCustomers
Qualified Leads
Automate lead-to-revenue
Inbound Marketing
Marketing Automation CRM Customer
SuccessCustomer Advocacy
Engagement Platform for Complete End-to-End Customer Lifecycle
Known ProspectsAnonymous Visitors
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www.act-on.com | @ActOnSoftware | #ActOnSW
New imperative: Sales & Marketing alignment
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www.act-on.com | @ActOnSoftware | #ActOnSW
Poll: How aligned are your Sales and Marketing teams?
• We’re completely in sync• We rarely speak• We talk a lot, but it could be better• It’s complicated
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www.act-on.com | @ActOnSoftware | #ActOnSW
Lack of alignment is a business problem
8%Number of B to B companies who say that they have tight alignment--Forrester Research 92%
Which means that most companies do not have tight alignment
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www.act-on.com | @ActOnSoftware | #ActOnSW
Crossing the chasm
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www.act-on.com | @ActOnSoftware | #ActOnSW
Delivering leads that close makes YOU the sales team’s trusted ally
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Case study: FayeBSG
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www.act-on.com | @ActOnSoftware | #ActOnSW
Before Act-On + Sugar
• We had a marketing automation tool, but… We didn’t have an end-to-end lead management system
Didn’t communicate well with our CRM, Sugar Couldn’t efficiently capture leads to be actionable by Sales Couldn’t nurture cold leads, or track communications and
activities of our existing contacts and customers No ability to identify the hottest prospects
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www.act-on.com | @ActOnSoftware | #ActOnSW
Now, we capture leads, provide intelligence
• Act-On website visitor tracking provides a trail
• Act-On forms capture lead contact information
• Lead data pushed from Act-On into Sugar
• All lead activity goes with the lead contact information
• My sales team has full access and visibility in Sugar
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www.act-on.com | @ActOnSoftware | #ActOnSW
Score leads to prioritize
Automatically give points to leads based on behaviors or profile attributes
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www.act-on.com | @ActOnSoftware | #ActOnSW
Sales visibility into their leads (hot prospects)
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www.act-on.com | @ActOnSoftware | #ActOnSW
Sales visibility into their leads (timeline view)
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Nurture, then score
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Example of nurture program
• Segmented by industry• Advertising & Specialty
• Triggered by engagement with other campaigns
• Act-On did the rest• Email notification when target
became a lead
• Passed to Sugar when engagement criteria are met
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Doing more, without adding staff
• Sales enablement and efficiency• They have information where they need it—in Sugar• Can prioritize leads based on behaviors & actions
• Website now a lead management engine• Inbound leads captured, appropriate action taken
• Campaigns professionally done• Easy to use, no need for agency or dedicated
creative services team
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www.act-on.com | @ActOnSoftware | #ActOnSW
AdvocatesCustomers
Qualified LeadsKnown Prospects
Anonymous Visitors
FayeBSG: lead-to-revenue system
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www.act-on.com | @ActOnSoftware | #ActOnSW
Result: happy & productive Sales people
“Since we added Act-On to Sugar, I am now able to quickly and easily access a wealth of marketing information in a single snapshot. The more in sync I am about how a potential customer is interacting with our web site and our company marketing initiatives, the better prepared I am to have a meaningful, relevant conversation.”
-- Joshua Estes, FayeBSG Account Executive
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www.act-on.com | @ActOnSoftware | #ActOnSW
Interested in learning more or scheduling a demo…
MY DETAILS
Jesse Direct: 818-280-4820
Jesse Direct: 818-280-4820
[email protected]@fayebsg.com
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www.act-on.com | @ActOnSoftware | #ActOnSW
Questions?
Judy LoganDirector, Customer & Partner Marketing
Jesse HellerDirector, Marketing
John MerticISV Alliances Manager