Using SugarCRM for a Lead Generation and Inbound Marketing Hub

Transcription

1 Using SugarCRM for a Lead Generation and Inbound Marketing Hub Copyright 2012, echogravity, Inc.

2 Webinar Series 1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub 2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns 3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow 2

3 About Me CEO and Co-Founder of echogravity Inbound marketing and public relations firm that builds target market awareness and lead generation for SMB B2B companies. 3

4 Objectives of this Webinar 1. Communicate how content and social media marketing can be a front end mechanism for building your Inbound Marketing Strategy with SugarCRM. 2. Explore how SugarCRM web-to-lead forms capture new prospects and leads. 3. Understand why SugarCRM is the complete foundation for lead generation, marketing automation and sales conversion. 4. Get you coming back for #2 and #3! 4

5 What is Inbound Marketing? Inbound marketing is a marketing strategy that focuses on attracting prospective customers by offering useful information. Brian Halligan, cofounder and CEO of HubSpot, claims he coined the usage of the term in this sense. -wikipedia 5

6 Why is it time to pay attention to Inbound Marketing? Social Media distribution vehicles (twitterfeed/social sharing) Interruption marketing is lessening Available content and educational materials are growing at an exponential rate Connection with buyers happens 24/7 SEO s connection with content 6

7 Challenges with CRM Current data is usually fragmented and old Executive management isn t enforcing sales team data input and integrity Contact management and data inquiry is the main use for the system Lack of knowledge of all the capabilities of the tools

8 The Opportunity with SugarCRM Prospect Data Store Lead Collection Automated Lead Routing Nurture Marketing Analytics and Campaign Testing 8

9 SugarCRM Modules 9

10 SugarCRM as the Hub 5 Keys to Implementation: 1. Integration using web-to-lead forms 2. SugarCRM dropdown fields 3. Campaign Management (webinar #2) 4. Segmenting data and using Nurture Marketing 5. Usage of workflow (webinar #3) 10

11 Ideal State Populate SugarCRM Generate Leads Build Content Socialize Content Hit the Target Market Create Revenue 11

12 Integration using Web-to-Lead Forms Contact Us Form Calls to Action Download Form 12

13 Integration using Web-to-Lead Forms 13

14 Integration using Web-to-Lead Forms 14

15 Utilization of Dropdown Fields 15

16 Form to Lead Populate SugarCRM 16

17 Campaign Management More to come in Webinar #2 on Campaign Management 17

18 Segmenting Data for Nurture Marketing There are a number of ways to do this! Campaign Status 18

19 Workflow (webinar #3) 19

20 Recap Using SugarCRM for a Lead Generation and Inbound Marketing Hub 20

21 Step #1: Prepare SugarCRM to Receive Activity 21

22 Step #2: Tie it All Back Through Forms Create Landing Pages with Form 22

23 Step #3: Create Workflow Design Lead Capture Process Build in SugarCRM Test the System 23

24 Step #4: Plant Social and Content Seeds Opt In List Marketing Survey/Respondents/ Prospects Website Landing pages Call to Action Buttons across web site Content Client List Call to Action Buttons across web site Relevant Media Blog Series 3rd Party Channels Social Media Syndication LinkedIn Groups and other social bookmarkings Whitepaper Websites 24

25 Step #5: Results-Lead Capture Watch traffic build Sleep while the engine works 25

26 Step #5: Results-Sales Develop Lead Workflow, Funnel Management and Sales Conversion 26

27 But, there is more! The Domino Effect from Implementing this Strategy 27

28 Site Traffic Blossoms Over Time New prospect traffic grows SEO and rankings climb Increase pageviews, time on site and reduction in bounce rates 28

29 You Become Known in your Space 29

30 SugarCRM s Impact to Your Business Capture new prospects Optimize sales and marketing resources Report more accurate information for executive management Generate clear ROI on marketing campaigns 30

31 What to Remember The foundation is critical- data, systems and web site Frequency and relevance is a must Connection with Buyer Personas is key to the strategy Content must be compelling, intelligent and interesting Pay close attention to detail when using marketing automation in SugarCRM Stay committed to the plan and process 31

32 Webinar Series 1. Today: Using SugarCRM for a Lead Generation and Inbound Marketing Hub 2. MAY 3: SugarCRM's Secret Weapon: Marketing Campaigns 3. MAY 17: Maximizing Sales Lead Management with SugarCRM Workflow 32

33 Thank You 33