From Social to Customer: Convert more leads using CRM and Marketing Automation

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2 From Social to Customer: Convert more leads using CRM and Marketing Automation Rob Triggs Sales Effectiveness Advisor VP Sales & Marketing 2

3 Agenda We promise to help you learn to generate and convert more Leads Purchasing Trends The way People and companies buy a product or service has changed. Learn what your company must do. Click Dimensions Examine the features of Click Dimensions and how they in combination with CRM allow companies to generate and convert more leads from social and the web. Sales Methodology Explore the most popular sales methodologies in practice today and why they are becoming less effective CRM Learn how your CRM can become a revenue generation tool when combined with marketing automation Diagnostic We have a diagnostic process to estimate revenue potential for your company. I will take you through this model and offer you an opportunity to use it for your company How to Real life examples of putting it all together 3

4 Who we Are Value, Integrity, Trust Gold Certified Microsoft Dynamics CRM and Click Dimensions Gold certified located in Toronto, Canada. Digital Marketing Helping our clients increase sales with digital marketing managed services and training Business Strategy We help companies realize their goals by shaping & enabling strategy though process and technology CRM over 20 year experience in CRM. Experts with Microsoft Dynamics CRM. Training programs Hosted Cloud Services Hosted CRM cloud, Office 365 & Sales BI Sales Automation Our core focus is enabling companies to sell! We offer the technology and support programs to help you succeed 4

5 Where we Serve We are North America Focused and support Global Implementations United States HQ Canada Caribbean Europe East Asia 5

6 Three Compelling Facts 60% to 90% Fact #1 Buying process has Changed Fact #2 50% of leads are mismanaged Fact #3 Lead Nurture drives more sales at less cost 6

7 FACT#1 60% to 90% Today s buyers are anywhere from 60% to 90% of the way through the purchasing process before they reach out to a vendor (Forrester Research) 7

8 How Companies Purchase Companies begin to shop for products and services after a business symptom becomes an opportunity or business pain Business Symptoms Business Pain Business Plan When a company moves through Business symptom to business plan they start looking for ideas Engaging a company when they have entered the Research Potential Solution phase is not the most effective way to sell Research Potential Solutions Research Potential Suppliers RFI/RFP/RFQ Select Vendor Negotiate Terms CRM Dynamics Ltd. All rights reserved Buy 8

9 BANT Solution Selling- Target Account Selling TAS Consultative Selling- Challenger Sales Sandler SPIN SALES How we sell: Sales Methodology CRM Dynamics Ltd. All rights reserved Business Symptoms Business Pain Business Plan Research Potential Solutions Research Potential Suppliers RFI/RFP/RFQ Select Vendor Negotiate Terms Buy 9

10 SEARCH IS ON THE RISE Consumers are already 60% through the purchasing process by the time they speak to a sales person Source: hubspot.com

11 TOOLS USED TO SHOP TODAY Growing every year 88% are online & 70% are mobile 20% consumer generated online reviews 93% Go online for Product info 4.8 Billion Google per Month 62% Buy products online 64% Active on Social Media Source: marketingmag.com

12 Fact #2 50% of qualified leads are not ready to purchase immediately (Gleanster Research) 12

13 Typical Sales Process 6 Simple Quote to Cash steps 1 Identify 2 Qualify Target Territory planning, marketing campaign, customer segmentation, vertical markets, up sell and cross sell opportunities Interest Lead management, nurture, trade shows, referrals 4 Present Demonstrations, case studies, references, capability presentation, trial, POC 5 Propose Present proposal, review pricing, review solution 3 Requirements Gathering Sales meetings, assessments, discovery, RFI response 6 Negotiate to Close Close the deal, deliver solution, customer support, invoice the customer. 13

14 1 Identify Sales Process Today Marketing must take over the first three sales stages for greater success Target Territory planning, marketing campaign, customer segmentation, vertical markets, up sell and cross sell opportunities 2 Qualify Interest Lead management, nurture, trade shows, referrals 3 Requirements Gathering Feature requirements, assessments, discovery, RFI response 4 Present Demonstrations, case studies, references, capability presentation, trial, POC

15 NURTURE Fact #3 50% more Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% lower cost (Forrester Research) 15

16 INBOUND VS. OUTBOUND SALES MODEL 62% Less expensive to generate a new Source: hubspot.com

17 Marketing Budgets 63% 74% 62% 53% 53% 63% 61% SEO Content Marketing Marketing PPC Video Mobile Marketing Social Media Survey says that most companies are looking to improve their content marketing in Source: responsys.com 2014 Report

18 Compelling Facts 60% to 90% Today s buyers are anywhere from 60% to 90% of the way through the buying process before they reach out to a vendor (Forrester Research) 50% of qualified leads are not ready to purchase immediately (Gleanster Research) Companies that excel at lead nurturing generate 50% more salesready leads at 33% lower cost (Forrester Research) 18

19 Generate More Leads A New way to sell 1 Compelling Content Blogs, E-books, White papers, video Social sites (LinkedIn, Twitter, Facebook) 2 Track & Automate Search words, Gated content, form capture, nurture, lead score, task assignment, measure 3 Leads Content attracts, CRM and CD tracks and nurtures, sales closes the lead Digital Presence CRM & Marketing Automation Customers 19

20 The new way of selling SMarketing Potential Customers Web Presence Web Social Media Blog Banner Ads CRM Account Contact Lead Opportunity Task Mobility Dashboards Marketing Automation Marketing Web Tracking Lead Scoring Social Discovery Nurture Marketing Existing Customers 20

21 Marketing Automation Features Marketing Web Tracking Lead Scoring Nurture Marketing SMS Messaging Campaign Tracking Form Capture Surveys Landing Pages Social Discovery Integrations (GoToWebinar) Training & Support 21

22 Take Control of Your Funnel The Modern Sales Funnel Committed sales Forecast 22

23 6 Essential Elements of SMarketing 2. Track web visits in CRM 3. Nurture without engaging sales 1. Sales & Marketing use same data base 6. Digital marketing Strategy 5. Sales process baked into 4. Lead CRM scoring and response time measured 23

24 Demonstration Bringing it all together 2 Microsoft Dynamics CRM And Click Dimensions For more information, please visit: 24

25 Account Information 25

26 Web Visits 26

27 Gated Content 27

28 Marketing List 28

29 Create Leads 29

30 Campaign 30

31 Phone Call Tasks 31

32 Putting it all together Digital Presence Web site 32

33 Putting it all together Digital Presence Services Web site 33

34 How does your company measure up? We help clients grow by identifying gaps in their current processes We provide business and systems expertise to close the gaps and increase sales We use a structured diagnostic process to measure your processes against industry best practice 34

35 Thank You! Special Offer to Attendees. 1. Revenue Diagnostic tool >> and 2. Free E-book 24 Wildly creative >> ways companies use CRM to drive revenue and serve customers bit.do/roi 35