Part 3: Sugar Market

This post is all about Sugar Market, a Marketing Automation platform that allows its users to take interactions with prospects and their customers to a whole new level. Focusing on what is important to marketers – increased engagement from quality leads using smarter and more precise campaigns, fewer “blanket posts” and instead replacing with highly targeted, thoughtful, and creative content to help drive revenue. 

Sugar Market is an excellent multi-channel marketing solution that really comes to life when it is integrated with SugarCRM, particularly Sugar Sell. This integration creates real-time connections between new and existing records, keeping track of the entire customer lifecycle. 

For the marketing team, they can now leverage the data inside the CRM to create highly targeted ‘lists’ or ‘segments’ of Contacts to market to. For the sales team working in CRM, they now have visibility of interactions with email campaigns, website activity and events to clearly understand intent and behaviour scoring.

What impressed me?

There were a lot of features inside Sugar Market that as a previous Marketing Manager, impressed me. I’m going to begin with the interactive dashboards – a common feature among Sugar’s products but surprisingly not something that is found on most marketing tools. Sugar’s dashboard customisation through its “dashlets” is second-to-none, a user can truly be empowered with the information they may want to analyze in real-time through either “out-of-the-box” information Sugar has pre-calculated or through the detailed reporting system found in every Sugar product. 

Dashboards or homepages that I have seen in the past have offered a somewhat useful but static dashboard, already predicting what the user would like to see first. Not all companies will be focusing their marketing efforts towards the same information and within an active marketing team, strategies will often change and attention will divert to other campaigns which is why Sugar’s presentation-ready dashboard is the perfect solution for a more intuitive visualisation of your data story. 

Secondly, I was impressed with one of the larger features within this platform – Nurture Campaigns. Lead nurturing and automation is an extremely efficient and productive way to interact with potential customers to any marketer and Sugar has clearly recognised this. Their nurture campaigns cover all the basics of tailored marketing in a straight-forward way however, what makes their campaigns superior from competitors? The information gathered on each record is not then isolated in that one system; through the CRM integration, the entire team will have access to each customer journey and by providing actionable lead intelligence particularly to your sales team, you can effectively shorten the sales cycle and win more deals. 

How will this help our new customers?

Sugar Market not only provides a curated toolset to be able to offer custom campaigns to future prospects but recognises a need to be flexible and tailored to the individual marketing user as well. New customers will certainly benefit from its advanced multi-channel marketing solutions including web monitoring, social media management, reporting, SEO audit, campaign creation and lead capture capabilities but I think we know who the real winner is here: CRM integration. 

New customers will want to see which strategies are working and which ones are not and with CRM integration, this process can be done quickly so they know where their resources are best placed in return for maximum return on investment for every penny spent. The implementation of these highly targeted campaigns will reach out to prospects and customers at the optimum time to help convert these superior customer experiences into lifelong relationships. 

I hope you’ll enjoy these insights from my onboarding at Sugabyte. Here are the links to the successive posts in this series which will uncover my thoughts on Sugar Serve, Customer Journey Plugin, Sugar Discover and more:

• Sugar Sell
• Sugar Serve
• SugarCRM SugarLive (Coming Next!)
• Sugar Discover (coming soon)
• Sugar Connect (coming soon)
• Sugar Mobile (coming soon)
• Customer Journey Plugin for Sugar (coming soon)
• Sugar Integrate (coming soon)
• Hint! (coming soon)
• LinkedIn Sales Navigator Plugin (coming soon)

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Andy MacMillan, CEO of marketing automation service Act-On Software, discusses why adoption rates are so low today, why he feels adoption rates are on the cusp of exploding, and the role MA is playing in customer retention.

The post Andy MacMillan of Act-On: Marketing Automation Adoption is at its Tipping Point appeared first on Sugabyte.

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Already seen part 1?

To watch part 2 click here.

To watch part 3 click here.

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Act-On is the fastest growing Marketing Automation company in the world. Its broad scope spans outbound and inbound tactics, lead generation and nurturing strategies and customer life cycle optimisation and advocacy programs. In order to succeed, today’s marketer needs a digital marketing solution that’s capability-rich, flexible, interoperable with other systems and tools, intuitive, easy to use, effective and cost-efficient.

What: Introduction to our Marketing Automation Solution – Act-On

• Learn tools in Act-On
• Program flows in Act-On
• Released in 2016 – Account Based Marketing Automation with Act-On

When: Tuesday 29 November 2016 at 2:00pm GMT

Host: James Banbury – Sugabyte Ltd

Speaker: Brenda Ronson – Act-On

Register Now

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The real gold comes in the form of intelligence to the sales employees. Since every interaction and engagement with email campaigns, webinar attendance, website tracking activity amongst a few – can all generate a behaviour score which is synchronised directly in the CRM. Employees in sales are no longer shooting in the dark with regards to which prospects they choose to spend their time on. They are now laser focused. They know which web pages have been of interest to the prospect. They know which prospects have a higher level of engagement. They know where to focus their time.

They are both leading solutions in their sector, Act-On generates the leads and manages the lead nurturing and SugarCRM manages those created relationships and sales activities.

Act-On and SugarCRM have different capabilities however when they are used in conjunction with each other they form a mighty tool. Act-On will give you vision into the leads behaviours and interests, but without SugarCRM in place, the prospect-to-customer progress will be undocumented and unreportable.

These tools together can help the marketing team and senior leadership understand which marketing efforts are generating revenue with true end-to-end reporting. Google Analytics can only track so far, and that stops when you have business opportunities to progress through the sales funnel in CRM. Act-On and Sugar together will track exactly which opportunities have been won against the various inbound/outbound efforts. We at Sugabyte now understand which Adwords campaigns have attributed to real opportunities being won.

Coupling the two platforms brings a host of benefits; businesses are able to better understand their pipeline by understanding exactly where leads and prospects are in the funnel allowing sales teams to better target and nurture and convert a higher percentage of prospects into sales.

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