Making the Marketing and Sales High Five a Reality: A Marketo Use Case
-
Upload
marketo -
Category
Technology
-
view
1.031 -
download
0
Transcript of Making the Marketing and Sales High Five a Reality: A Marketo Use Case
#SalesSummit | @heidibullock
Making the Marketing and Sales High Five a Reality: A Marketo
Use Case
Heidi Bullock, VP Demand Generation and Mike Mansour, Senior Manager, Sales Development Marketo
#SalesSummit | @heidibullock
Tip #1: Agree on Definitions
Need help? Check out: http://www.marketo.com/ebooks/how-to-define-a-lead/
#SalesSummit | @heidibullock
No Lead Left Behind: Service Level Agreements
Day 0 Notification
Day 1 If untouched, reminder
Day 2 If untouched, reminder cc boss
Day 3 If untouched, alert executives
Day 7 If stale, reminder
Day 8 If stale, reminder cc boss
Day 9 If stale, alert executives
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
TOFU MOFU
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
BOFU
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Exposed to us via content, brand, or word of
mouth
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Feels a relationship and trust with us
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Names are just names
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Meaningful interaction with us
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Nurture until ready
for next step
Qualified potential customer
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Marketing qualified lead (score > 100) – Sales
Development Rep (SDR) reach-out
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Qualified as sales-ready by Sales
Development Rep (SDR)
#SalesSummit | @heidibullock
Nam
e
Aw
are
ne
ss
Frie
nd
Enga
ged
Targ
et
Opportunity Customer
Lead
Sale
s Le
ad
Nurturing Database
Accepted and actively worked by sales:
marketing quota attainment