At today’s NYC Salesforce User Group Event, Kendra Webb-Scott, NYC Salesforce User Group co-leader and Chief Idea-oligist at Ideazio shared, what I call, pure marketing gold: Tips from Salesforce on building a marketing machine.
Here’s a quick rundown of the topics that Kendra covered, including campaign best practices, the lead qualification process, management buy-in, sales and marketing alignment, and how to build an inbound marketing machine.
1. No Leaky Funnel + Complete Visibility = Integrated Sales & Marketing Process
One of the most important elements of maintaining complete visibility throughout your sales and marketing processes is retaining a Campaign ID from the top of the funnel all the way through the close. When a Lead comes in it should be appropriately routed to the correct campaign BUT it should only be attributed to this campaign if it is a new Opportunity. That’s where ensuring CRM data quality — which is key to visibility and analytics — comes into play.
2. Define the Marketing Measures of Success
It’s important to huddle up with all of the key stakeholders to define your campaign goals. If it is a branding campaign, email opens and click-through rates might be your success metric. If you are looking to complement existing deals in the pipeline, then your goal might be based on the number of closed-won opportunities and/or revenue.
3. Huddle Up with Sales and Determine Your Lead Qualification Process
What is your definition of a qualified lead? What does your sales team consider a qualified lead? The only thing worse than not generating any leads for your sales team is generating too many unqualified leads. Why? What tends to happen (and I have experienced this firsthand throughout RingLead’s growth over the past few years) is your sales reps are inundated with an influx of leads of all shapes, sizes and levels of interest. This makes it damn near impossible for your sales team to prioritize their follow-up.
Don’t make your sales team drink from a fire hose. Balance your growing demand gen efforts with an efficient sales follow-up process with lead scoring. Use a marketing automation platform like Pardot, Marketo or Eloqua. Score your leads based on firmographic attributes, i.e. are they a great fit for your product? Are they the right type of buyer? Coupled with lead scoring, your next initiative should be to build a team that qualifies your inbound leads, and hands them off to senior sales reps only if they meet the required sales criteria.
4. Leverage A/B Testing
Kendra showed how Salesforce uses A/B testing in developing their product marketing. Salesforce tested three types of supporting content on a product download page: a demo video, a simple graphic with screenshots, and a customer testimonial. In this case, the demo video provided double digit improvement in form fills versus the other types of supporting content.
Another great example of A/B testing was button color. Three buttons were tested, red, green and blue. My first guess was green (along with the rest of the room) because, green means go, right? Wrong. In this case the blue “Start Free Trial” button provided the best results. Lesson learned: You cannot guess user behavior, so you must test.
5. Ensure Data Quality
With more leads comes more responsibility. Your organization is receiving leads from web forms, list imports and via manual entry (by way of business cards, inbound phone calls, etc.) so how will you make sure that you are not duplicating existing Leads or Contacts in the system? No matter how many times you remind your users to search for duplicate records before creating a new one, sales is a fast-paced profession, and slowing your reps down costs the organization money.
Evaluate solutions on the AppExchange to handle duplicates from manual entry, Salesforce web-to-lead forms and list imports to ensure that your team is not spinning their wheels with previously disqualified leads or, worse yet, existing prospects.
Marketing <3 Salesforce and Salesforce <3 Marketing
As digital marketers, we need to be part accountant, part computer science major, and part David Ogilvy. Salesforce — the brand — can be inspirational in creating Ogilvy-esque content and messaging, while Salesforce — the platform — can enable you to measure, test and automate your processes, taking your business to the next level.
Have any questions about the session? Connect with me on Twitter or post your question in the comments section below.
Get more tips on Salesforce for marketers in the free RingLead and RingDNA ebook here or at the button below.