10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM

© 2013 Marketo, Inc. @jonmiller© 2013 Marketo, Inc. Marketo Proprietary and Confidential

10 Tips to Gain Customers Faster

Presented by Marketo and SugarCRM


Your Speakers

#marketo

Clint OramCTO

SugarCRM@sugarclint

Mark HarnettVP Marketing,

Complete Solar Solution

@mharnett

Jon MillerVP Marketing,

Marketo@jonmiller

© 2013 Marketo, Inc. @jonmiller

Quick Housekeeping

• Chat box is available if you have any questions

• There will be time for a Q&A at the end • We will be recording the webinar for

future viewing• All attendees will receive a copy of the

slides/recording • Twitter hashtag: #marketo


INFORMATION SCARCITY

WE USED TO LIVE IN A WORLD OF


ABUNDANCEINFORMATION


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

TOFU MOFU

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

BOFU


Top of the Funnel


Blog, e-books, research data, funny videos, curated lists, infographics, webinars

NO

YES

MOSTLYNO

Thought leadership and enjoyable content to build brand and awareness

Tools that help buyers find you when they are looking for solutions

Company-specific information to help evaluate and reaffirm selection

Buying guides, RFP templates, ROI calculators, definitive guides, analyst reports

Pricing, demos, services information, 3rd party reviews, customer case studies

Gated?Early Stage

Middle Stage

Late Stage


What Generates Pipeline for Marketo?

Source: Marketo Revenue Cycle Analytics, June 2013* Percentage of all programs in channel that achieve MT Ratio > 5

Nurture Email - CTA

Nurture Email

Paid Online (PPC+Email)

Nurture (New)

% Above Min*

N/A

52%

100%

39%

79%

46%100%

38%

N/AN/AN/A29%38%

52%7.6


Re

ach

& E

ng

age

me

nt

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Soci

al Li

ft

Landing Pages

Website Facebook Pages

Online Ads Email

Soci

al Li

ft

Events

Making Every Campaign Social


Test & Tune With Social Funnel MetricsJumpStart Tour Referral Results• 13% of participants shared• 45 qualified for sweepstakes• 363 incremental registrations• 16% increase in registrations


Middle of the Funnel


But who is ready?You got them to the dance


Lead Nurturing Relevance

A

B

C

D

1 23

Stages1. BUYING STAGES

• Early: Be a Better Marketer• Mid: Why Marketing Automation• Late: Why Marketo• Customer: Success

2. BUYING PROFILES• Marketing• Sales• Exec

Get The “Definitive Guide to Lead Nurturing”http://marketo.com/DG2LN

http://marketo.com/DG2LN



Lead Scoring Defined

“Shared sales and marketing methodology for ranking leads in order to determine their sales readiness”

Nurture Nurture DisqualifyPass to Sales

Pass to Sales

Fit Interest Buying Stage

@jonmiller


• Early stage content +3• Attend webinar: +5• Visit any webpage /

blog : +1• Visit careers pages: -10• Decay inactivity:

-1, -5, -10

Latent Behaviors (Engagement)

• Pricing pages: +10 • Watch demos:

• +5 overview • +10 detailed

• Mid-stage content +8• Late-stage content +12• Searches for branded

keyword “Marketo” +8

Active Behaviors(Buying Intent)

Get The “Definitive Guide to Lead Scoring”http://marketo.com/DG2LS




One Way to Identify Marketing Qualified Leads

21+ Super-Target Lead Lead Lead

9-20 Target Lead Lead

2-8 Other Lead

<2

Engagement <20 20+ 45+ 90+

Buying Intent <6 6+ 13+ 19+

Fit

Inte

rest

@jonmiller


Power of Automation


Revenue Analytics


Revenue Cycle Modeler

Screenshot: Marketo Revenue Cycle Analytics


Filter/Drill into data, e.g. by Program Type, Business Unit, Geography, etc.

Key topic areas:• Balance (Reach)• Flow• Conversion• Velocity Trends over time

Screenshot: Marketo Revenue Cycle Analytics


7%

19%

Win

s

New Opps

240

75%

Sales Leads

Existing Opps

320

820$2,100/ea

10%

25%

3%

.75%

25%

10%

New Targets

Existing Active Targets

Win

s

Existing OutboundOpps

New OutboundOpps

20,000

140,000

380

90

105

6080%+ sales leads from database

$33/ea

Metrics to Justify Budget + Forecast

Con-tactedfrom New

from DB

600

1,050

Inb

ou

nd

/ P

rog

ram

s

40,000 / month(900K DB Total)

10% inactive / month

New Names

Marketo metrics: your stage definitions may vary


Creating CustomersConverting leads into closed won opportunities


Nam

e

Awar

enes

s

Frie

nd

Enga

ged

Targ

et

Marketo’s Revenue Cycle

TOFU MOFU

Opportunity CustomerLead

Sale

s Le

ad

Nurturing Database

BOFU


Your Sales Pipeline


1. Prospecting

2. Qualification

3. Needs Analysis

4. Value Proposition

5. Id. Decision Makers

6. Perception Analysis

7. Proposal

8. Negotiation

9. Closed Won

Opportunity Mgmt – 9 Steps to Close


Your Opportunity to Create a Customer


Your Opportunity to Create a Customer

OpportunityStages


A Sales Process That Guides You


A Sales Process That Guides You

Your ProcessHere


Manage Your Pipeline


Manage Your Pipeline

ForecastCommit

Opportunities In Process


Best Practice – Lead Qualification

• Rapid, Personal, Relevant

• 60 Minute Callback

• “Live” Response Works Best

• Know Your Prospect

• Target 50% Conversion


Best Practice – Calls, Calls, Calls

• Keep in Frequent Contact

• Set Daily Call Objectives

• Measure Close Rates

• Leverage all Channels


Best Practice – Consistency is Key

• Build A Team of All-Stars

• Clearly Define Sales Stages

• Engrain Your Sales Methodology

• Keep Your Pipeline Clean


Business Card

SugarCRM – Fall 2013 Update

Intelligence Panel

Activity Stream

• Develop custom residential solar solutions

• Based in Foster City, CA, with 50 employees

• Profitable and greater than 100% annual growth

• Message: “If your electric bill is over $125, you can lower it next month with no money out of pocket”

Complete Solar Solution

Lead Flow

Lead Generated

SugarMarketo Five9

Nurture Emails Outbound CallsAppointment Set

Reminder Email

Reminder Text

Reminder Call

• 10,000 dormant leads• Email interesting content to entire base

– “Solar panels increase the value of your home”– “Top 5 myths about home solar panels”

• Repurpose the batch emails as nurture streams

Lead Nurturing

It works! $450,000 incremental deals closed so far!

• 3,000 late stage leads who had not converted• Transactional text message about new lower

rates• Majority of responses within minutes• Very high response rates: 320/3400 sent: 9%

Text Messaging via Twilio

It works too! $150,000 incremental deals closed so far!

• Lead scoring used to prioritize outbound calls• New leads get a high score: +50• Scoring prioritizes which older leads get called.

– Interact with a web page: +5– Click an email: +10– When score is greater than 20, call it.

• Disconnects and Do Not Call : 90% reduction

Lead Scoring

• Using Sugar as the hub to connect to Marketo, Twilio and Five9 has enabled us nurture and bring back to life $500,000 of business that we would never have touched

Conclusion


10 Tips to Gain Customers Faster plus Q&A

1. The way buyers buy has changed forever – the way we market and sell must change as well

2. Publish / own content to help leads find you

3. Most leads are not “sales ready” – nurture relationships over time

4. The right leads come from Fit + Interest + Buying Intent

5. Lead qualification must be rapid, personal and relevant

6. Engage frequently with your prospects

7. Build a team of all-stars through consistent process

8. Don’t let the perfect be the enemy of the good. Just get started.

9. Use selective text messages as part of your arsenal

10. Lead scores can help prioritize other channels, such as telemarketing

*Special offer for Sugar CRM customers – contact Marketo!

@jonmiller@sugarclint@mharnett

#marketo

10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM

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Transcript of 10 Tips to Gain Customers Faster with Marketing Automation and SugarCRM