Closed Loop Marketing: Effective Strategies to Bring Together Sales & Marketing - Bernie Borges
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Transcript of Closed Loop Marketing: Effective Strategies to Bring Together Sales & Marketing - Bernie Borges
Closing the Loop Between Marketing and Sales
September 8, 2008
Bernie Borges Background
20 + years marketing experiencey g pEnterprise Software & Internet IndustriesSince 2002 Providing:• Internet Marketing Strategies• Internet Marketing Strategies• Search Engine Optimization• Pay per Click Advertising Management• Visitor Conversion Strategies• Social Media Marketing Strategies
Help clients drive sales opportunities through p pp gthe web.
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Audience Poll
B2BB2BB2CGeographic Sales CoverageGeographic Sales CoverageRoles/TitlesExperience w/Internet MarketingExperience w/Internet MarketingCompany Size
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Role of Marketing Basics
Marketing Tee’s up Sales for SuccessMarketing Tee s up Sales for SuccessSales Produces Revenue
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Types of Marketing
Online MarketingOnline Marketing• Organic SEO• Paid Search• Social Media• Webcasts/Email
Offline MarketingOffline Marketing• Direct Mail• Print Advertising• Events• PR
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Closing Loop Between Marketing & Sales
Developing implementing managing andDeveloping, implementing, managing and measuring marketing plans that have a tangible result on the business.g
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Closing Loop Pillars
RelationshipRelationshipStrategyBest PracticesBest PracticesMeasurement
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Relationship Pillar
Exec Mgmt Marketing Sales Finance/ITExec. Mgmt. Marketing Sales Finance/ITAlign with company
Identify target
Develop sales model,
Set up manage
vision/strategy markets, set promotion strategy
recruit, manage, measure
financial systems & budgetsstrategy measure budgets
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Strategy Pillar
Align w/StakeholdersAlign w/StakeholdersUnderstand Strengths/WeaknessesClarity of MessagingClarity of MessagingDefine “A” & “B” OpportunitiesUnderstand Behavior of Target MarketUnderstand Behavior of Target MarketListen to Customers/Online CommunityAll t R Wi lAllocate Resources Wisely Think “small” Long Tail
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Best Practices Pillar
Eat Lunch w/StakeholdersEat Lunch w/StakeholdersKnow Competition Inside & OutKnow Industry Thought LeadersKnow Industry Thought LeadersProduce Lots of ContentTest Measure ReviseTest, Measure, ReviseDon’t Be Afraid To:
Experiment• Experiment• Fail
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Measurement Strategies Pillar
Measurement Goals/CriteriaMeasurement Goals/Criteria• Sales• LeadsLeads• “Buzz”• TrafficTraffic• Brand Improvement• Cost per ….p
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Measurement Strategies
Traffic Buzz Brand Leads SalesTraffic Buzz Brand Leads SalesReferring sites Viral growth of
contentIncreased awareness
Forms filled requesting info
Revenue increases
Keywords “you’re Sales staff Live chat session Sales cycles everywhere”
factorfeedback requests shorten
Unique/Repeat Visitors
Increased size of groups, followers,
Invitations to write, speak,
Downloads Competitive threats weaken
RSS subscribers, etc.
interview, etc.
Pages visited Industry thought leaders write
b t
Track company name mentions in
di
Cost per lead Market share grows
about you media
Bounce rates Speaking opportunities
increase
Track company name searches in
web analytics
Employment applications
increase
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Media coverage increases
CRM Integration
Measurement Strategies
$1 $100 $1 000$1 $100 $1,000Manual Hubspot Eloqua
Calculate SEO/SEM costs
Search Marketing analytics
Manage multi-channel campaigns
Calculate Social Media costs
CRM tracking to Salesforce.com
Score and profile leads, screen before
passing to sales
Vendor fees click fees Measure sales per Track campaign resultsVendor fees, click fees, free tools
Measure sales per keyword, referral
source, tie to marketing events, etc.
Track campaign results all the way to closure
Apply known Call tracking: toll free Real time pp yconversion rates and stakeholder agreed
assumptions
gand local phone numbers tied to
keywords & landing pages
synchronization of marketing data with
CRM system
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100% Manual & Subjective
Reasonable level of automated tools with
some manual tracking
High level of automated tools
Turning Information Into Action
Understand Cost of SalesUnderstand Cost of SalesDo More or Less of SomethingExperiment MoreExperiment MoreRe-Allocate Budget/ResourcesCreate More ContentCreate More ContentStay Aligned w/Stakeholders
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Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO Increased traffic More contentPress Releases Increased traffic MaximizePress Releases Increased traffic Maximize
frequencyLead Lander Track page views Sales follow upGoogle Analytics Track keywords Prioritize
keywords
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Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO Increased traffic Industry specific
contentCapterra Qualified leads Maintain budget
Hubspot Track source of Reinvest in selectHubspot Track source of leads & keywords
Reinvest in select keywords
Webcasts TBD Based on industry topics w/success history
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Case Studies:
Marketing Results ActionsMarketing Results ActionsDirect Mail 137 leads, $223
cost/lead, 25% Re-allocated marketing more to
higher than planned, 20 sales
gone product
PURL Lead E act tracking ofPURL Lead Capture
Exact tracking of lead
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Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO & PPC SEO Increased
traffic: one recent More content, link building
sale (accelerated)g
Tradeshows
AffiliatesEmail MarketingDirect MailGoogle Analytics Track keywords Recognize brand
impro ement
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improvement
Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO & PPC Increased
traffic/leadsMore content, link building, PPCg
Print Advertising Perceived to drive website traffic
Maintain, seek to measure better
Tradeshows Qualified sales leads
Maintain select shows
Hubspot (new) Aim to increase Seek to allocateHubspot (new) Aim to increase tracking
Seek to allocate budget based on better metrics
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Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO & PPC Increased
traffic/leadsMore content, link building, PPCDirect Mail
Robust sales pipelineAli /CEO
gSeek to tie metrics together betterS k ll
Direct Mail
Print/Banner Advertising Alignment w/CEO,
VP Sales, CFOSeek to allocate budget based on better metrics
AdvertisingTradeshows
Email MarketingEmail Marketing
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Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO Tripled
traffic/leadsSelected Hubspot for single-point PPC traffic/leads
Keyword visibility into S l f
g pmanagement Studying buyer patterns (new
PPC
Email Marketing
Salesforce.com
Social media
patterns (new category)Creating more
Webinars
Content MarketingSocial media traffic tripled
gcontent Refining keyword strategy
-Best Practices-Training Content
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strategy
Case Studies:
Marketing Results ActionsMarketing Results ActionsSEO & PPC Increased
traffic/leadsMore content, link buildingPrint Advertising
Better able to measure source of leads
gMaintain print advert.R ll
Print Advertising
Direct Mailleads Re-allocate
budget based on lead metrics
TelemarketingLead Lander
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Case Studies:
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Case Studies:
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Case Studies:
Marketing Results ActionsMarketing Results ActionsWebinars Standardized
marketing More campaign planning Tradeshows g
processesDoubled # marketing
p gw/alignment
I d l
Tradeshows
Other Tactics…marketing campaignsReduced
Improved sales execution
Eloqua
campaign execution time 50%
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50%
Closing the Loop Summary
Relationships w/StakeholdersRelationships w/Stakeholders• Build, sustain, reinforce
StrategyStrategy• Set, check often, experiment
Best PracticesBest Practices• Test, measure, revise
MeasurementMeasurement• Agree on criteria
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Which Marketing V.P. is Closing the Loop?
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To Continue Conversations…
Bernie Borges Contact [email protected] Emailhttp://www findandconvert com/blog/ Bloghttp://www.findandconvert.com/blog/ Bloghttp://profile.to/bernieborges/ Facebookhttp://twitter.com/berniebay Twitterhttp://www.linkedin.com/in/bernieborges LinkedIn
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