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Marketo mgtg nation adam sharp v2 Presentation Transcript

  • 1. Copyright © 2013 CleverTouch Marketing. All rights reserved. 6 ways Marketo can build massive credibility with your Executive Team 10th September 2013
  • 2. Copyright © 2013 CleverTouch Marketing. All rights reserved. 1. What your MA really provides. 2. What the CEO/CMOs want 3. How is Europe different? 4. Some ideas and initiatives others with MA are up to. Key takeaways
  • 3. Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved. Disclosure: • 5 years old • 18% QoverQ growth • Largest & most respected MA consultancy in Europe • Supported over 120 mid- market & blue-chips
  • 4. Copyright © 2013 CleverTouch Marketing. All rights reserved. Marketing Automation is a little more than lead scoring and lead nurturing……… Copyright © 2013 CrowdVu. All rights reserved. • It is really about driving change in an organization It should force a rethink on the following:- 1. Drive a common sales, marketing and business alignment language – Unifying department/cross collaboration 2. Assist in the pursuit of a reduction in technology silos 3. Drive data management to data governance & then an information architectural perspective. 4. Enable workflows that are truly personalised, relevant & behaviour driven 5. Provide ability to put marketing on the front-foot, predicting future outcomes. Metric driven marketing.
  • 5. Copyright © 2012 CleverTouch Marketing. All rights reserved. B2B Marketing- an agent of change? Genuine driver of change? Respected service provider? Subservient service provider?
  • 6. Copyright © 2012 CleverTouch Marketing. All rights reserved. Marketing- as a source of influence? Just 9% of CEOs refer to marketing data for decision making and just 6% of CFO’s.
  • 7. Copyright © 2012 CleverTouch Marketing. All rights reserved. Too many Marketers misunderstand their role The CEO’s view….. 1. Grow revenue, reduce costs & don’t mess up 2. Be a source of innovation……….no time for that 3. Maintain the cultural conversation…… 4. Prove the ROI……..not great at that 5. Translate technology to the business……….
  • 8. Copyright © 2012 CleverTouch Marketing. All rights reserved. THE IBM STUDY: CMOs’ BIGGEST HEADACHE Social media is here to stay…just can’t get head round it Data explosion Proliferation of channels and devices Relationships and not transactions Proving the ROI
  • 9. Copyright © 2013 CleverTouch Marketing. All rights reserved. How is B2B marketing in Europe different? The market is smaller & less homogenised – language/country US more about lead gen and ‘filling the funnel’ Europe more about nurturing and loyalty Marketing departments here are smaller so often have a wider aspect to MA opportunity Europe value services Data Governance has a higher currency in Europe In Europe end users like to mix it up
  • 10. Copyright © 2013 CleverTouch Marketing. All rights reserved. 6 ways Marketo could drive massive credibility with your Execs
  • 11. Copyright © 2012 CleverTouch Marketing. All rights reserved. 1. ………….begin with the end in mind………. start with the process ……why is this so important?
  • 12. Copyright © 2011 CleverTouch Marketing. All rights reserved. 1. Begin with end in mind…….. move the game from ROI to Revenue Forecasting How come only 20% of marketing directors even try and attempt to measure ROI* MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. Data, history, content, campaigns etc.. *Source: Adobe CMO report 2012.
  • 13. Copyright © 2012 CleverTouch Marketing. All rights reserved. For many Marketers their understanding & interest in technology is limited ………really?
  • 14. Copyright © 2012 CleverTouch Marketing. All rights reserved. 2. ………don’t become a content factory • Content & Creative is an (important) tactic • Marketing Strategy is about Positioning, Segmentation & Targeting • Reduce, Reuse & Recycle • Most marketers spend too much of their time on tactics………stressy • Work the plan- SOSTAC..by PR Smith
  • 15. Copyright © 2012 CleverTouch Marketing. All rights reserved. Customer Journey Planning SageCRM prospect converted to customer Launch Program Phase 1 Activated account? Launch Program Phase 2 Inactive NO Launch Program Phase 2 Active YES Activated account? Lookup to SageCRM after each email YES Feed into corresponding email NO Recycle within Inactive Program until end of Month 4 End of month 4 Survey completions pass to SageCRM. Sales may follow up on completions by inactive contacts Develop Program Phase 1 Field Sales Account Manager introduction call How trading to profile? Retain and Grow Program – Trading at or above profile - Grow Retain and Grow Program – Trading below profile - Retain Retain and Grow Program - Lapsed Renewal Program Renewed? Referral & Testimonial Program YES Win Back Program NO Sample Multi-Touch Program Flow - Lapsed Copyright © 2013 CleverTouch Marketing. All rights reserved. Lapsed customers Email 1: We notice you ve not used your account Email 2: Did you know? Tips on how to optimise account Email 3: How can we improve survey Dynamic content based on survey submission Account Manager follow up Email 1 resend Email 2 resend Email 3 resend Landing page with form Remind Offer help to secure interest Interact Incentivise action Account manager call Have they renewed? NO YES Launch Phase Development Phase Retain and Grow Phase Referral & Testimonial/Win Back Phase Renewal Phase Stage 1: Launch Program Objectives Thank for business and welcome Communicate contact points Set realistic service expectations Support transition with tips Maximise contact reach with additional data Monitor and respond to activation Collate first-experience feedback Stage 2: Development Program Objectives Personalise relationship Expand two-way engagement methods Create brand bond and trust Offer tools to maximise service value Establish regular updates Create active community Monitor and respond to service usage Stage 3: Retain and Grow Program Objectives Define, identify and reward loyalty Targeted/personalised thank you Remind of personal contact points Keep brand forefront of mind Continued regular updates Issue useful and helpful reminders Give to get: growth through education and valuable content Testimonials showing broader services Monitor and respond to service usage Stage 4: Renew Program Objectives Make it clear that company cares Create image of trust and longitude Distribute long-standing client testimonials Actively flush out service concerns Provide an easy renewal process Give offer for early online renewal Remind clients why they chose Parcelforce Personalise from account manager Stage 5: Win Back Program Objectives Openly recognise their value Capitalise on any past loyalty Test discounts with personalised offers Reinforce the reasons why they chose you Find out why they have gone Personalise communications based on reason for departure Encourage interaction to maintain dialogue Develop Program Phase 2 – Trading at or above profile Develop Program Phase 2 – Trading below profile Develop Program Phase 2 - Lapsed Ongoing lookup to SageCRM drives move between programs Ongoing lookup to SageCRM drives move between programs Survey completions in Lapsed Program pass to SageCRM and may be followed up by Sales Survey completions in Lapsed Program pass to SageCRM and may be followed up by Sales Ongoing lookup to SageCRM drives move between programs Ongoing lookup to SageCRM drives move between programs Hit lead score threshold Exit into Prospect Programs Exit into Year 2 Programs Stage 5: Referral & Testimonial Program Objectives Maximise word of mouth potential Openly recognise their loyalty Show genuine gratitude for business Use dynamic content to personalise Ask them to offer a quote or a potential customer Make clear what type of new customers you want Try to offer alternative reward options Make participation simple in a single-step process Contract sign up End of Month 3 End of Month 6 End of Month 10 End of Month 13 Monthly Newsletter Communications Dynamic content to introduce account manager in email 1 if Field Sales customer Telesales and Field Sales accounts Field Sales accounts only Survey to obtain feedback on failure to renew passed to SageCRM for Sales follow up Email 3 resend Email 4: Exclusive offer Activated account? No No EXIT into current Customer Program Yes Activated account? EXIT into current Customer Program Yes No No Activated account? EXIT into current Customer Program Yes No No Telesales retain ownership until activated NO 3. ….instead Workflow (and customer engagement) are the new sources of innovation in marketing • If your campaigns are shorter than the average buying cycle then you are leaving much to chance. • Customers buy from people that take time to understand and serve them better, do it intelligently…..
  • 16. Copyright © 2012 CleverTouch Marketing. All rights reserved. 3. ….instead Workflow (and intelligent engagement) are the new sources of innovation • Paypal helping online retailers go mobile. • Educate not sell • Desirable content • Mobile optimization • Open rates 25-35% • 6% of customer base to microsite • Awareness of mobile payment solutions 11% in 2012, 20% in 2013. • 57% positive view of Paypal as an enabler of mobile payments • 8% uplift in use.
  • 17. Copyright © 2012 CleverTouch Marketing. All rights reserved. Joined-up campaigns or one-offs sends? • VMware – Identical assets (to NA) – The difference • NA largely manual • EMEA & ASIA fully automated • (6 months: 19 languages) – Automated version personalised delivered much higher results. Nurturing provides a significant ROI 3. ….instead Workflow (and intelligent engagement) are the new sources of innovation
  • 18. Copyright © 2012 CleverTouch Marketing. All rights reserved.
  • 19. Copyright © 2012 CleverTouch Marketing. All rights reserved. 1. Whitepaper 2. Blueprint 3. Webinar
  • 20. Copyright © 2012 CleverTouch Marketing. All rights reserved. 4. Have a Data Management Strategy Know your TAM
  • 21. Copyright © 2012 CleverTouch Marketing. All rights reserved. 4. Have a Data Management Strategy a. TAM Analysis b. Job Clusters c. Develop Personas
  • 22. Copyright © 2012 CleverTouch Marketing. All rights reserved. 4. Have a Data Management Strategy Increasingly organizations are moving from an Application Architecture to Information Architecture view. OR
  • 23. Copyright © 2012 CleverTouch Marketing. All rights reserved. It is all in the API……… as Marketers your role is to serve your clients across all channels in a way that suits them… The rigorous pursuit of a reduction in silos should be encouraged. 4. Have a Data Management Strategy
  • 24. Copyright © 2012 CleverTouch Marketing. All rights reserved. 5. MA is too important opportunity to just be left to the marketing department. Not all campaigns start with an email. MA will provide increasingly more opportunities to redefine business processes- everywhere, Recruitment, Onboarding or NPS In 4 months 70% increase in Inbound, now ‘at capacity’
  • 25. Copyright © 2012 CleverTouch Marketing. All rights reserved. THE IBM STUDY: CMOs’ BIGGEST HEADACHE Social media is here to stay…just can’t get head round it Data explosion Proliferation of channels and devices Relationships and not transactions Proving the ROI
  • 26. Copyright © 2012 CleverTouch Marketing. All rights reserved. MARKETING IS ALL ABOUT BALANCE - INBOUND AND OUTBOUND THE GAP IN SOCIAL CAPABILITY IN MA IS BEING ADDRESSED IN SEVERAL WAYS
  • 27. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL DEMAND GEN IS EVOLVING… PRESENTING OPPORTUNITIES FOR MARKETERS & SALES PROFESSIONALS ALIKE 1. Internal morale & comms 2. Crisis management 3. NPD/market research 4. Customer service 5. Thought leadership 6. Recruitment & Training 7. Demand gen Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening 6. Putting Social in the context of Marketing (Automation)
  • 28. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL SHARING SYSTEMISING WOM Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening
  • 29. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL SHARING SYSTEMISING WOM Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening That’s an 11% INCREASE 18.3% 2011 29.4% 2012
  • 30. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL SIGN-ON DRIVES ACTIVITY Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities. Give permission-based access Quickly and easily interact with campaigns Skip long forms
  • 31. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL SIGN-ON NOW COMMON Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening 21% Of best-in class companies are using social sign-on1 !!!
  • 32. Copyright © 2012 CleverTouch Marketing. All rights reserved. Social Sign-On in Marketo
  • 33. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL LISTENING GOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening !!! Prospect social profiles Great for listening for mentions Good for initiatives such as crisis management, NPD and customer service Integrations to CRM exist BUT!! Only limited profile data Distinct lack of cohesion with demand generation platform and difficult attribute ROI Typical focus is SENTIMENT
  • 34. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION Social IntelligenceSocial Sharing Social Sign-on Search & segmentation for marketers Social selling for sales Social Listening Search Name: Adam Sharp Location: Winchester Language: English Influence: 55 Segment
  • 35. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION = + Access to real-time social indicators of intention and influence based on social criteria Access to holistic view of contact, including social profile Social listening Social Intelligence Search & Segmentation Social Selling Listen for key prospects or influencers by conversation and engage in real- time marketing, automatically Social enrichment of exiting contacts + Linking of social data to B2B contact records AT LAST IT IS POSSIBLE TO LISTEN TO CONVERSATIONS, TO SEARCH ON PERSONAS OR TO AUGMENT EXISTING DATA WITH SOCIAL APPENDS.
  • 36. Copyright © 2012 CleverTouch Marketing. All rights reserved. EXAMPLE WORKFLOW OF SOCIAL INTELLIGENCE FOR DEMAND GEN ….all in the matching engine Enrich Name: Adam Sharp Location: Winchester Language: English Influence: 55 LinkedIn: http://www... Facebook: http://www.. Company:CleverTouch Revenue: 2-5M Employees: 50-100 Email: asharp@clever... Enrich Revenue: 2-5M Employees: 50-100 Email: asharp@clever... LinkedIn: http://… Facebook: http://… Company: CleverTouch Name: Adam Location: Sharp Language: English Influence: 55
  • 37. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL INTELLIGENCE THE MARKETPLACE
  • 38. Copyright © 2012 CleverTouch Marketing. All rights reserved. SOCIAL APPENDING B2B RECORD Social Appending
  • 39. Copyright © 2012 CleverTouch Marketing. All rights reserved.
  • 40. Copyright © 2012 CleverTouch Marketing. All rights reserved. View profiles of key prospects and leads by listening to conversations in real-time
  • 41. Copyright © 2012 CleverTouch Marketing. All rights reserved. See visualisations of profile geography, characteristics and influence
  • 42. Copyright © 2012 CleverTouch Marketing. All rights reserved.
  • 43. Copyright © 2012 CleverTouch Marketing. All rights reserved. Inbound search Conversation analysis Automated segmentation Real-time prospect alerting Social scoring for Marketing Automation Social Intelligence analytics for CRM Real time conversational marketing & engagement Social intelligence for proactive sales engagement & social selling WHERE IS SOCIAL INTELLIGENCE GOING?
  • 44. Copyright © 2012 CleverTouch Marketing. All rights reserved. 7. Build an infrastructure Company A, VC backed started up…. “We have spent £100k pcm for the last 3 years and have nothing to show for it” Company B, Nasdaq listed technology company “We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.”
  • 45. Copyright © 2012 CleverTouch Marketing. All rights reserved. …..marketing should be a source of innovation……..but before you can think outside the box, you need to create it first. X 7. Build an infrastructure
  • 46. Copyright © 2012 CleverTouch Marketing. All rights reserved. In conclusion Copyright © 2013 CrowdVu. All rights reserved. 1. Creativity alone is not the basis of outperformance. 2. A scienced based approach means that ROI can be replaced with marketing forecasting 3. Your role is to drive change and translate what the technology can do. 4. Vigorously pursue a reduction of silos and long- term campaigns & thinking 5. Leave a legacy… (use SOSTAC)
  • 47. Copyright © 2012 CleverTouch Marketing. All rights reserved. asharp@clever-touch.com Thank you
  • 48. Copyright © 2012 CleverTouch Marketing. All rights reserved. 6 ways Marketo can build massive credibility with your Executive Team • 10th September 2013