Lead Nurturing and Lead Scoring with Act-On and Sugar

by Sarah Friedlander Garcia on December 17, 2014

On December 17th, we had our webinar on Lead Nurturing and Lead Scoring with Act-On and SugarCRM Webinar Recap.

A huge thanks to everyone who participated in this webinar! Below is the video recording, slide deck from the webinar and general notes.

Don’t forget that Act-On is offering a year-end promotion of no setup fee, two free months of service (December and January) and 10 free sales user seats for new customers signing up for their service through W-Systems.

Still have more questions about Act-On? Feel free to reach out to our team here, and we’ll be happy to answer!

 

 

Agenda

  • What is marketing automation?
  • Company Background
  • The Leads Marketing Process
  • The Nurture Process
    • Act-On Lead Nurture Tools
  • Lead Scoring
    • How does lead scoring help sales
  • How we use it
  • Q&A

 

Marketing Automation vs. Email Marketing

  • Email marketing is only one of many tools a marketer works with.
  • Marketing automation attempts to bring all the tools a marketer needs into one combined platform to share data
  • However, if you use a combination of the following pieces (in addition to email marketing) a marketing automation tool such as Act-On would right for you:
    • Tracking your visitors to your website
    • Calls to action on your website that captures peoples data through form entry
    • Manage webinars
    • Social media postings
    • Blogs
    • Direct Mailers

 

Marketing Automation: Vendor Timeline

  • Marketing Automation started in 1992, the initial focus was on big enterprise, and companies that had a large budget to spend on marketing automation.
  • Since then, the product group has become much more accessible and affordable with time.
  • Act-On is one of the later arrivals to the marketing automation category.

 

Act-On Background

  • Founded in 2008 initially backed by Cisco and WebEx
  • Headquartered in Beaverton, Oregon
  • 2nd Fastest growing marketing automation company on the 2014 Inc 500/5000 list
  • Frost & Sullivan Marketing 2014 Automation Company of the year
  • Top 10 Most evaluation marketing automation company (TrustRadius)

 

W-Systems Background

  • CRM Implementation since 1996
  • SugarCRM Elite Partner
  • Act-On Platinum Implementation partner since 2011
  • Focus on SugarCRM integration and custom API development
  • You can read the W-Systems case study on Act-On’s site

 

Leads Marketing Process

  • From the point of lead capture to lead conversion there is typically a costly communication gap
  • Marketing automation tools allow marketing to stay engaged and can compensate for sales inefficiencies with a nurture process

 

Act-On Marketing Automation

There are many pieces of marketing automation inside Act-On including:

  • Email Broadcasting
  • Website Lead Capture Forms
  • Website Visitor Tracking
  • Website Asset Download Tracking
  • Social Media Post Tracking
  • Webinar Automation (WebEx & GoToMeeting)
  • Automated Programs

 

Act-On Lead Nurturing

  • Act-On Lead Nurturing Tools
    • Tight integration with SugarCRM (as well as other CRM systems)
    • Automated Sequential Campaigns
    • Triggered emails and campaigns

 

Act-On Lead Scoring

  • Track leads engagement with your digital content
  • Assign scores based on lead demographics and job titles
  • View detailed lead behavior in SugarCRM

 

Act-On in SugarCRM

  • In SugarCRM within the Intelligence Panel you can see the details about each lead as it exists in Act-On
  • Sales reps or the user in Sugar have insight into how this lead has engaged with the web properties

 

Act-On W-Systems Lead Capture Forms

  • Quickly place lead capture form on web pages
  • Instant post to SugarCRM
  • Control over post submit message sequence

 

Act-On W-Systems Nurture Programs

  • Provide long term messaging (12 months)
  • Reengage dormant leads
  • Be there when CRM project is re-activated

 

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PRODUCTS: Act-On Marketing Automation SugarCRM

AUDIENCES: End Users Administrators

Sarah Friedlander Garcia
Director of Marketing at W-Systems
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