ICT Vendor marketing automation process bridges the gap between Marketing and Sales Qualified Leads

CASE STUDY
Business Problem

The APAC Marketing team has limited resources spread between Hong Kong, Singapore and Sydney for driving and executing the global marketing strategy and go to market for a specific campaign that isn’t generating enough lead generation from warm lists via events and other outbound material

So being people resource short and reactive as opposed to proactive, the existing use of globally developed content and use of existing Salesforce CRM and Eloqua Marketing Automation Tools.

In reality the use of tools, alone without people, process and sufficient time is a common cause of lack of ROI from the use of an Enterprise marketing automation tool to drive the correct results. Typically it’s the complexity of maximizing the functionality and investment in training required to get the effectiveness out of the solution.

In speaking to the Regional APAC Event and Campaign manager, provided some depth of insight into the challenges internally encountered.

Current Situation

A global campaign needs to be executed at APAC level, and the content is ready, however two older lists went cold and needed to be warmed up for exploring leads to hand across to the sales team.

All current MQLs and SQLs activity are being performance reported back to global management via Salesforce CRM and Eloqua marketing automation tools.

Primarily the challenge was a poor level of qualification with MQLs (marketing qualified leads) and handover to the sales team.

So what was happening was that the digital landing page asset for a white paper was being downloaded from one touchpoint and then automatically tagged as a MQL. This MQL was then passed onto the Sales Representative to follow up on.

The desired outcome was to accelerate the sales process with the marketing assets and prospect lead conversation through inbound marketing automation.

There are two other assets that ideally the qualification requires interaction or content marketing engagement for a benchmarking survey.

The request was to warm up the list and increase engagement with MQLs from promoting through outbound calling and inbound content engagement from the prospect with a list of about 500 contacts.

Recommendations

After some initial consultation, we very quickly uncovered the business problem for the client’s marketing process was a gap in not mapping the extensive specific content catalogue developed to the buyer’s persona and aligned to the buyer’s journey.

We proposed a marketing consulting exercise to review the existing campaign content pieces and map that to the buyer’s journey of Awareness, Consideration and Decision stage to enable a stronger lead nurture campaign.

The objective was to try to accelerate the MQL to SQL process and phases with sales process improvement.

Marketing-and-Sales-Consulting
Buyers Journey for MQL to SQL

Outcomes

We deliver a trial campaign to warm up the old leads but we are providing a HubSpot based service to track the marketing and sales funnel from developing a separate campaign landing page and form to be able to access the key three digital assets with white paper, e-book and benchmarking survey participation with prospects.

This project was to run over three months initially.

We have managed to provide more visibility depth into the MQL and SQL activity to connect closer to obtaining more prospect engagement through a consolidated and customised reporting from HubSpot and use its CRM as a lead generation outbound activity tool.

Inbound-Marketing-Automation

Once budget in the new financial year will be approved to complete the buyer’s journey content mapping project in order to increase the quality and lead scoring for the lead generation and prospect engagement.

This was setup and ready to commence within two weeks of approve to start this project.

This case study highlights that typically a solution to a marketing challenge such as this involves a holistic approach with People, Process and Systems to address this issue and allow for more effective integrated marketing and sales engagement focused on the sales outcome.

For a more detailed appreciation of what we provide in a digital readiness assessment, please read the following Digital Readiness Assessment services description

If you are exploring a digital marketing automation system or process improvement , contact Alchemise Consulting for an obligation-free discussion.

Digital-Readiness-Assessment

Selecting Marketing Automation Tools – An independent review of HubSpot

Alchemise Consulting would like to acknowledge and thank you to our guest independent reviewer Jamie Strachan for providing this article.


One of the key technology trends of 2016 in small-to-medium enterprises (SME) is the increasing adoption of sales and marketing automation tools to help businesses retain and grow their customer base and increase sales revenues.

A recent SME Directions survey suggests that more than 60% of businesses plan to use automation technology in the next financial year to help cut costs and streamline existing processes. 

A benefit of this technology is enabling businesses to better understand their growing volumes of customer data with the use of customer relationship management technology (CRM), SEO and online and social analytics. This in turn helps to identify buying trends, devise targeted campaigns and revise and improve inbound sales and marketing strategies over time.

Marketing automation tools allow both marketing and sales teams to work together more seamlessly. A lot of manual processes around content creation, management and personalisation are removed, while creating more qualified and targeted leads for sales reps to engage with. Lead and customer data is updated and shared by both teams and stored in the CRM.

According to Forrester Research, companies that implement marketing automation experience a 10% increase in their sales pipeline contribution.

HubSpot, a US-based company, is looking to lead the way in this market with a cloud-based platform offered to SMEs.

5 Benefits of the HubSpot offering:

  1. For small businesses needing an “all-in-one” online strategy, HubSpot will host your site, publish landing pages and blog content, while optimising it for search engines with keyword research relevant to your content and market.
  1. Manage your social media presence (Facebook, Twitter, Instagram) with scheduled posts, and report on brand mentions and social engagement with your content and services.
  1. Grow your inbound audience by creating simple search and social media advertising all from within the HubSpot dashboard. Track and optimise your ads as you go to increase your traffic and conversions.
  1. Create targeted email campaigns to new and existing customers with strong call-to-action (CTAs) offers.
  1. Use HubSpot’s native CRM or integrate with Salesforce to track engagement with your campaigns, CTAs, and record all customer interactions with plug-ins for common email clients. Integration to your existing CRM via the HubSpot API is also available.

HubSpot in the Cloud

Taking advantage of the today’s growing Platform-as-a-Service (PaaS) offerings, HubSpot has built a robust, secure and highly-available service for its 18,000 plus customer base.

Basic HubSpot CRM subscriptions are free for up to 100 contacts. As extra functionality is added for content creation, analytics, optimisation, CRM integration and more, subscriptions can range from AUD $300 – $3000 per month.

With digital strategy becoming evermore critical to business success and revenue growth, HubSpot offers a compelling turnkey solution for traditional small business content management and hosting. Added to this sophisticated inbound strategies, marketing and analytics provide the secret sauce that can add real business value, grow the bottom line and makes sales teams and marketers more productive.

Please contact us if you would like to continue the conversation about marketing automation and inbound marketing, and how it can help to grow your business.

Thank you once again to our guest independent reviewer Jamie Strachan for providing this article.

For further information about the current data and future of sales and marketing, feel free to register to download your FREE copy of the State of Inbound 2017 Report published by Hubspot.

State of Inbound 2017 Report

 

 

How sales and marketing alignment can increase your revenue by 208%

Alchemise Consulting recently was interviewed by Thirst Creative on How Sales and Marketing alignment can increase your revenue by 208%.

‘The digital and online world has changed the way prospective buyers engage with your brand to be more personalised and direct. Hence the marketing funnel has deepened and so has most of the buying cycle before sales engage. Meaning sales now engage much later in the sales process.’ – Chak Ng, Managing Director of Alchemise Consulting

Please see the article writeup and also as a guest speaker at the “If you build it, will the come” event hosted by Thirst Creative here.

Sales and Marketing as a Service