Relive this exclusive webinar between Webmecanik Automation and Cegid XRP Flex to design a synchronized marketing and sales strategy and increase your conversions.
Did you know that 80%* of Marketing Automation users have recorded an increase in the conversion of prospects into customers?
To discuss the performance of marketing automation but above all the impact of its connection with your CRM on your conversions, Norman Pracht, CEO of Webmecanik and Sylvère Duquenne, Marketing Director of Cegid, met on May 4 during an insightful webinar. Recap!
Introduction
It is well known that CRM software is the salesperson’s best friend, while marketing automation software is the favorite of marketers seeking conversion. It can be difficult to understand the link between them, but it turns out that combining the two truly multiplies a company’s chances of performing well. What if we married them?
It is possible, especially with the new synchronization between Cegid XPR Flex and Webmecanik Automation, which centralizes company, customer, and lead data to gain efficiency.
In the first part of this webinar, the two experts Norman Pracht and Sylvère Duquenne take stock of the situation and clarify the value of this synchronization. These two tools serve two teams (sales and marketing) that share a common objective = generating revenue. This alliance enables, among other things:
- A shift in responsibility, because the buyer completes 50% of their buying journey before contacting the sales team;
- Easier prospect nurturing and nearly 50% more qualified leads
- Improved prospect/customer knowledge on both the marketing and sales sides
- Easily engaging in dialogue with prospects
- Significant time savings
- Having (finally) up-to-date information in the CRM
- A better conversion rate
- Adjusting marketing campaigns
- Sales team responsiveness
But to achieve these results that every sales director dreams of, the two teams need to establish a unified strategy. Sylvère Duquenne explains how to get there.
How do you define a unified marketing and sales strategy?
A unified strategy has an impact on sales and marketing revenue. Companies must therefore unite their strengths, otherwise they will not be able to reach their goal. Sylvère Duquenne states: “this is particularly true for very small businesses and SMEs that want to grow their revenue.” And this strategy has a name: smarketing! Or intelligent marketing, which includes:
- a common language
- buyer personas
- a lead scoring strategy
- defined objectives and KPIs
- effective tools and processes
- precise monitoring.
The Marketing Director of Cegid insists on the fact that there must be a common language between the teams, because they have the same ideal buyer profile. This must be known to sales, not just marketing: “Sales must validate marketing’s work. Being aligned helps improve lead quality, the marketing strategy, and strengthens the buying cycle. I also recommend using lead scoring to know what prospects do following a campaign. This technique is very useful for knowing when to approach them. My tip ? Set a minimum score before starting outreach. Marketing automation tools are designed for that. “
Likewise from marketing to sales, because Sylvère Duquenne adds : “I am convinced that the marketing team must be a stakeholder in the pipeline.”
Finally, it should be remembered that KPIs are specific to each person. The tools must be carefully chosen to optimize interactions (sending resources, for example). 3 essential elements concluded this second part of the event:
- follow-up meetings must be regular for continuous improvement
- Bringing the 2 teams together regularly is necessary
- Modifying the buyer persona and the marketing plan because they are constantly evolving
Norman Pracht, Director of Webmecanik confirms: “The important thing is to monitor things properly in order to adjust your budget according to performance”
How do you turn a sales strategy into concrete marketing operations? ?
For this final part of the webinar dedicated to connecting CRM and Marketing Automation software, Norman Pracht, head of Webmecanik, which offers these two solutions, illustrates through three different campaigns what can be implemented to unify teams and achieve more conversions.
For an acquisition campaign
- Goal = Generate opportunities
One slide is worth a thousand words, which is why Norman Pracht presented a campaign taken from the Webmecanik Automation software that is intended to be sent after a webinar. It always includes four steps:
- A target
- An objective
- The steps
- The content to send
Of course, these campaigns can be adapted to all sectors of activity: e-commerce, car dealership, gym, B2B…
Upselling campaign
It is also possible to create upselling campaigns or any type of campaign that meets your needs. Here, the objective is to offer a paid plan to all users of the free plan.
It includes the same four steps and can be adapted endlessly.
BONUS: The questions to ask yourself to get started?
If this webinar made you want to learn more, it is time to ask the right questions with a qualified contact.
- Are your teams able to use these software solutions?
- How should they be trained?
- What is the state of your database?
- Should you rethink your sales cycle?
- How do you integrate these tools?
If you enjoyed this webinar recap and want even more, we recommend watching the full webinar!
About Cegid XRP Flex:
Cegid is a key player in the French SaaS ecosystem. For 20 years, this software vendor has been offering companies cloud services and management software designed to boost their digital transformation. Its Cegid XRP Flex software, which can be synchronized with Webmecanik Automation, is a collaborative, open, and scalable ERP designed to support SME management. With its accounting and financial management, sales management, and customer relationship management features, Cegid XRP Flex offers an agile solution connected to its users’ ecosystem.
About Webmecanik Automation:
Webmecanik is the French challenger to American marketing automation solutions. Its Webmecanik Automation software offers B2B and B2C companies a complete range of features to generate leads, segment and nurture contacts, convert prospects into customers, and retain them.
Committed to the success of its customers, Webmecanik places human support at the heart of its strategy. Guided by their customer success manager, customers quickly create their first campaigns and become experts in implementing a marketing automation strategy.
