Lead Nurturing and Lead Scoring with Act-On and SugarCRM
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Transcript of Lead Nurturing and Lead Scoring with Act-On and SugarCRM
Lead Nurturing and Scoringwith Act-On and SugarCRM
December 16, 2014
This event is being recorded. It will be posted on the W-Systems blog and a link included in our
next monthly newsletter
www.w-systems.com/blog
• What is marketing automation?• Company Background• The Leads Marketing Process• The Nurture Process
– Act-On Lead Nurture Tools
• Lead Scoring– How does lead scoring help sales
• How we use it• Q&A
Agenda
• Email marketing is only one of many tools a marketer works with
• Marketing automation attempts to bring all the tools a marketer needs into one combined platform to share data
Marketing Automation vs Email Marketing
Email Marketing
Website Visitor Tracking
Webinar Management Social Media
Website Forms Capture
Non Email Marketing
Marketing Automation: Vendor Timeline
• Initial focus on big enterprise• Product group becomes more accessible
and affordable with time
• Founded in 2008 initially backed by Cisco and WebEx
• Headquartered in Beaverton, Oregon
• 2nd Fastest growing marketing automation company on the 2014 Inc 500/5000 list
• Frost & Sullivan Marketing 2014 Automation Company of the year
• Top 10 Most evaluation marketing automation company (TrustRadius)
Act-On Background
• CRM Implementation since 1996• SugarCRM Elite Partner• Act-On Platinum Implementation
partner since 2011• Focus on SugarCRM integration
and custom API development• Read the W-Systems case study at
– https://www.act-on.com/casestudy/w-systems
W-Systems Background
Act-On
AP
I
Any Other SystemAPISugarCRM
AP
I
SugarCRM
Leads Marketing Process
• From the point of lead capture to lead conversion there is typically a costly communication gap
• Marketing automation tools allow marketing to stay engaged and can compensate for sales inefficiencies with a nurture process
• Email Broadcasting• Website Lead Capture
Forms• Website Visitor Tracking• Website Asset Download
Tracking• Social Media Post
Tracking• Webinar automation
(Webex & GotoMeeting)• Automated Programs
Act-On Marketing Automation
• Act-On Lead Nurturing Tools– Tight integration with
SugarCRM – Automated Sequential
Campaigns– Triggered emails and
campaigns
Act-On Lead Nurturing
Act-On Lead Nurturing Example
Whitepaper Download
Confirmation Email with link
to asset
Recorded webinar on same topic
eBook on similar topic
Corresponding Infographic
• Track leads engagement with your digital content
• Assign scores based on lead demographics and job titles
• View detailed lead behavior in SugarCRM
Act-On Lead Scoring
Act-On Lead Scoring Example
Behaviour Point Value
Visitor downloaded the How Do We Compare To Our Competition white paper
5
Visitor browsed company website multiple times in the past 7 days
5
Visitor downloaded the Evaluation Guide 5
Visitor is already a lead in the SugarCRM 4
Visitor clicked on company's Jobs web page. -5
Act-On In SugarCRM
Act-On W-Systems Lead Capture Forms
• Quickly place lead capture form on web pages
• Instant post to SugarCRM
• Control over post submit message sequence
Act-On W-Systems Nurture Program
• Provide long term messaging (12 months)
• Reengage dormant leads
• Be there when CRM project is re-activated
Host: Christian Wettre
Email: [email protected]
Phone: +1 201 574 0377
Questions & Answers
Want to learn more? Email me for a detailed demonstration or fill in our demo request form athttp://www.w-systems.com/products/act-on-marketing-automation/