using marketing automation to boost revenue and reduce marketing cost
DESCRIPTION
This case study presentation highlights how Acquisio was able to benefit from implementing a full lead management process using marketing automation tool Marketo and Salesforce.com CRM. It shows how lead scoring, lead nurturing and lead routing contributed to: - 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% As a take away, the presentation includes a list of things to expect as well as best practices for implementing lead management. This presentation was given by Alexandre Pelletier during a local Montreal lunch & learn offered by Marketo.TRANSCRIPT
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?
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier
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
blog.apelletier.com
@apelletier
facebook.com/alexandre.pelletier
linkedin.com/in/apelletier