In the last Video Series Post, we charted out the Digital Landscape and defined Marketing Automation for your organization. Now it’s time to tie everything together with a scoring model and CRM Integration.
Hi – my name is James Pellizzi and I help companies set up Marketing Automation. Last time we talked we defined Marketing Automation and charted out The Digital Landscape. Now, we will introduce a scoring model and CRM component that will tie everything together.
Imagine a salesperson pipeline. Without Marketing Automation, they do not know who is hot, cold or somewhere in the middle. They are hoping whoever they call or set a meeting with will be interested in their product or service. Some of those will result in sales.
There is a way that we can identify who we are interested in and of that group, who is interested in us. This is grading and scoring. For a basic example, a sales person would grade the following:
A: Buyers – I’m in sales. I want to talk to people who buy.
B: Managers – perhaps they manage the buyers.
C: Vice Presidents – may be more removed.
D: Presidents – will likely be removed.
This is who we are interested in. From this group, we can start to score them, such as:
1: Sales Qualified Lead – Intent to buy
2: Marketing Qualified Lead – not quite ready but interested
3: Inquiry – hand raisers
4: Nothing – don’t bother
Marketing Automation can combine these two elements and now sales know who to focus on first. This will correlate to higher sales.
The final piece to this is CRM integration. In Marketing Automation, everything is associated with a campaign. That campaign generates a lead that is sent over to CRM. Once in CRM, a sales person will either convert that lead to an opportunity or kill it. When converted, they need to associate a dollar amount with that opportunity. When that opportunity is won, it’s tied back to the campaign in Marketing Automation. Boom – now you have ROI.
Now you know how to generate a lead, qualify a lead and send it off to sales for closing.