Subscribe

Mediafly Completes Acquisition Of iPresent

Mediafly, a sales enablement and content management platform, has acquired UK-based sales enablement platform iPresent. The acquisition aims to provide Mediafly users with a range of offerings — such as workshops and advisory services, ROI and TCO calculators, CRM integration and content and sales readiness tools. Terms of the deal were not disclosed.

B2B Marketers Focus On CRM Integration To Improve Lead Quality And Visibility

CRM MA convergence imageAs B2B organizations aim to strengthen the relationship between sales and marketing teams, they are also working toward tighter integration of their CRM and marketing automation systems to achieve greater visibility into the customer journey, improve lead quality and gain more revenue from existing customers.

Leading-edge tactics such as account-based marketing (ABM) and predictive tools are spurring greater sales and marketing alignment at all levels. According to preliminary results from a June 2015 Sales & Marketing Alignment survey from Ascend2 and Act-On Software, 73% say that marketing and sales alignment is critical to the overall success of their company, but only 17% report that they are completely aligned.

“The integration of marketing and sales technologies is improving over time,” said David Raab, Principal at Raab Associates. “For example, more systems can now synchronize data from custom objects as well as the basic lead, contact, and account objects.”

ADVERTISEMENT
Progressive B2B companies are reaping the benefits of sales and marketing convergence. Some examples include:

Thomson Reuters, a B2B media company, was able to achieve a 23% increase in number of leads sent to sales with better alignment of its marketing and sales teams and technologies, which include Oracle’s Marketing Cloud. Other results include a 72% reduction in lead conversion time, and a 175% increase in revenue attributed to marketing. “The new, shared insight into our lead management funnel provides a clearer picture of the quality and quantity of leads needed to achieve revenue targets, enabling marketing to develop lead generation and nurturing strategies to engage the right prospects, in the right way, at the right time,” noted Mike Thompson, VP of Global Marketing Services, Intellectual Property & Science at Thomson Reuters.

Using their CRM and data from their CallidusCloud marketing automation system, Foremost Media started drip campaigns for existing customers. Revenues from their customer base jumped 30% in a year, and sales started getting calls about new projects from customers that had nothing to do with the contents of the campaign. “They were also able to use website visitor tracking to start generating leads from otherwise anonymous visitors to their website and pass those directly to sales, which gave them an entirely new lead flow,” said Giles House, CMO of CallidusCloud.

Technology Management Concepts (TMC), a professional services firm focusing on enterprise resource planning systems, has seen a 70% increase in customer engagement and a 45% increase in lead quality since implementing Marketo and linking it with its Microsoft Dynamics CRM solution. Working with Webfortis, a consulting services firm and Marketo partner, TMC integrated its platforms in order save time and create enhanced synergies between marketing and sales. “By synching our Marketo and Microsoft Dynamics CRM systems, our sales and marketing teams have greater visibility throughout the entire customer journey,” said Jennifer Harris, President of TMC.

ABM And Predictive Driving Alignment

To move forward with predictive tools and account-based marketing tactics, marketers need access to a salesperson’s interactions with a customer and vice versa.

“In order to create strong, personalized account-based marketing, marketers need to know everything going on with a customer and the interactions happening with them,” Mark Roberge, Chief Revenue Officer at HubSpot. “Predictive analytics is no different. It requires really good down stream data like so that they can tie that back to future interactions.”

Both account-based marketing and predictive analytics rely heavily on the data compiled from marketing and sales technologies, but data is only valuable when it’s complete, up-to-date and accurate, noted Chris Lynch, Senior Director and Head of Product Marketing for Oracle Marketing Cloud. “Without alignment, data quality can be compromised and teams won’t be able to analyze data effectively.”

As they look toward ABM and predictive tools, many B2B organizations are taking a more granular approach as they seek to integrate CRM and marketing. “We definitely see a lot of sales and marketing operations folks asking how the marketing and sales systems will integrate as they start to look at new solutions,” according to Adam B. Needles, Chief Strategy Officer and Principal at ANNUITAS. “We’re seeing less rogue adoption and a more thoughtful approach.”

Account-based marketing and predictive analytics allow marketers to ultimately deliver a heightened customer experience at scale, said Adam Blitzer, SVP and GM of Pardot, a Salesforce company. “In order for those strategies to be most effective, the customer data utilized to enact them needs to be representative of all the customer’s interactions with a brand, from marketing through sales."

Still Some Hurdles To Overcome

CRM integrations can be complex due to the differences in individual sales and marketing tools. “The level of effort required to do a native, high performance, fully functional integration is non-trivial. It separates the well-designed and developed platforms from the jerry-built,” noted Atri Chatterjee, CMO of Act-On Software.

There are still many organizations with separate marketing and sales technologies that have been in place for a number of years.

“In organizations who have inadvertently siloed technology, budget for the rationalization of these systems can seem hard to justify,” CallidusCloud's House said.

Sales and marketing systems were designed for different purposes, which makes integration challenging, observers noted. CRMs use a transaction-processing data structure (read/write one record at a time) while marketing systems use an analytical data structure (read and select many similar records at once). “This means that traditional CRM systems can’t also do large-scale marketing automation,” according to Raab. “It’s why Salesforce had to purchase ExactTarget and even now copies sales data into the marketing database rather than running both sales and marketing on one system.”

The integration of data from other platforms, such as webinars, into the sales and marketing systems is a critical next step. “When marketers use tools that do not integrate with other platforms integral to sales initiatives, they are leaving a lot of data on the table,” said Joe Hyland, CMO of ON24. “When silos remain, ROI suffers.”

Looking forward, CRM and marketing integration will enable communications that are more targeted and tailored to customer needs and preferences, Blitzer said. “Sales and marketing have the same goal: to maximize revenue and profit for the company. An aligned sales and marketing operation that delivers what customers want ultimately makes more money, faster.”

Net-Results Integrates With Latest SugarCRM Version

Net-Results SugarCRM logosNet-Results, a Colorado-based marketing automation platform provider, has integrated its platform with Sugar 7, the latest version of SugarCRM.

The Net-Results SugarCRM Integration enables salespeople to view all of their contacts and leads in a single platform. It addition, it provides in-depth information on each lead’s activity history based of their interactions with a company web site, landing page, webinar and email campaigns.

HubSpot And Maximizer Partner On CRM Integration Tool

MaximizerHubSpotMaximizer Services Inc, a provider of CRM solutions, partnered with HubSpot on the Maximizer CRM: HubSpot Connector, an integration of the HubSpot inbound marketing software with Maximizer CRM.

“Sales and marketing teams need to be working in close collaboration with clear transparency across the entire lead management process, from lead creation to lead nurturing to closed opportunities,” said Vivek Thomas, President of Maximizer Services Inc. “If your CRM isn't integrated with your online lead generation activities, you're missing out on valuable process efficiencies, potential sales growth and closed loop reporting.”

HubSpot And Maximizer Partner On CRM Integration Tool

MaximizerHubSpotMaximizer Services Inc, a provider of CRM solutions, partnered with HubSpot on the Maximizer CRM: HubSpot Connector, an integration of the HubSpot inbound marketing software with Maximizer CRM.

“Sales and marketing teams need to be working in close collaboration with clear transparency across the entire lead management process, from lead creation to lead nurturing to closed opportunities,” said Vivek Thomas, President of Maximizer Services Inc. “If your CRM isn't integrated with your online lead generation activities, you're missing out on valuable process efficiencies, potential sales growth and closed loop reporting.”

Adaptive Computing Revs Up Sales Cycle With Act-On-Salesforce Integration

Adaptive Act-onAdaptive Computing, a cloud computing provider selling to Global 2000 clients, was looking for a more efficient way to get leads from its web forms and trade shows into the sales pipeline. The company had recently migrated to Salesforce.com for its CRM software and wanted an automated way to streamline the capture and distribution of leads from its web site as well as trade shows and webinars.

Before implementing Act-On earlier this year, it took the sales team at Adaptive Computing up to three weeks to follow up with prospects who registered on the web site and downloaded the vendor’s free Open Source scheduler, due to the delay in getting the customer information into the CRM system. Now that the registration data is automatically entered into Act-On and synchronized with Salesforce, the sales team can make that contact within 24 hours.

SalesFUSION Partners With WebAttract, Announces Q3 Results


SalesFUSION
, a provider of integrated marketing and sales solutions, has announced a partnership with WebAttract, a webinar demand creation and management consultancy. In addition, SalesFUSION has released FUSIONcast, a web campaign management platform within the SalesFUSION event management platform.

FUSIONcast connects to the GoToWebinar and Webex webinar platforms. It enables users to build, track and manage webinar lead generation campaigns, while connecting webinar metrics to their CRM systems. 

Study Finds That Marketing Automation Is A High Priority For SMB Firms


A new study finds that marketing automation technology is increasingly important to the SMB market – and that early adopters aren’t just the only ones benefitting from the trend.

The study, conducted by Techaisle, found that 28% of mid-sized firms with 100-999 employees currently use marketing automation technology, and 10% of small firms with less than 100 employees use marketing automation. Another 36% percent of the SMBs surveyed said they plan to use a marketing automation solution, and marketing automation is now one of the top 10 technology investments for SMBs.

Both small and mid-sized firms reported that they use marketing automation primarily to identify new customers, generate additional revenue from current customers and better manage their demand generation activities.

Silverpop Exceeds 1,500 Customers; Partner Program Drives 20% Of New Business in 2011

Silverpop_SocialSilverpop, a provider of email marketing and automation solutions, recently reported that 20% of its new business in 2011 wasdriven by partner relationships. Additionally, a third of current Silverpop customers are now using at least one Silverpop partner to complement their marketing efforts through Engage. The company launched the SilverLining Partner Network in August 2011.

At the close of Q3 2011, Atlanta, GA-based Silverpop reported its customer base grew to more than 1,500, with 100 new customers added in Q3. New customers include: Adecco, nTelos Wireless, Yamaha WaterCraft Group , Wayne State University and Park ‘N Fly. Additionally, Silverpop has recently recognized 115 customers as “Engage Certified,” after demonstrating they have successfully mastered the Engage product through a two-part assessment test.

Subscribe to this RSS feed