Are You A Fan Foundry

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Answer these 3 questions in 3 minutes to find out.

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Are You A Fan Foundry

  1. 1. fanfoundry asks: Are you a fan foundry?Answer 3 questions in 3 minutes to find out. ( users: click “ “ )
  2. 2. fanfoundry 1. Where are you now?
  3. 3. fanfoundry Sales & Marketing Capability Maturity Model Maturity Level Organizational Alignment Characteristic Processes Marketing and Sales are aligned and embedded within Unified activity. Mainly inbound. Organic lead flow, business processes, roles/relationships, and technology. community nurtured via blogging, SEO, SEM, micro- V Optimized Customers have a strong support group and a voice in product sites; strong brand, authentic voice, raving customers, innovation. Sales funnel is vibrant, well nurtured, and has few viral PR, multiple strong partners & channels if any leaks. Marketing and sales are managed across the organization and Aligned activity, outbound/inbound mix—adwords, adhere to defined processes and methodologies through blogs, SEO, client advocates, focused jointly on IV Managed ongoing collaboration, measurement/metrics, and reporting building community. Customers, Prospects & across business areas. Customer support channel is embedded Partners are engaged in product & positive on brand. and extends throughout marketing and sales action chains. Wide “funnel” is enhanced with nonlinear nurturing. Marketing & Sales follow a common framework across the Coordinated activity, mostly outbound; some organization and the organization has achieved a simple inbound, including landing pages, registration, III Defined reporting structure that is in place to monitor pipeline only. premium content; Customers prospects & partners Customer care is mainly post-purchase. are neutral about brand, some engaged. Leaky “funnel” i.e. nurturing is weak or non-existent. Marketing & Sales are managed within different areas of the Sporadic activity, mostly outbound: telesales, trade organization with some overlap and guidance as to how to shows, PR, brochures, website/brochureware, e- II Repeatable approach it, but there is no overall structure in place to bring it blasts, ads. Clients recognize brand. Prospects are all together. Conflict is the norm. Customer care is reactive. aware but confused, Partners are unevenly trained Marketing & Sales are separate and distinct, managed Redundant, mainly outbound activity: telesales, trade inconsistently across the organization, with different groups shows, brochure mailings, ads, e-blasts. Customers I Ad hoc doing their own things and not reporting them to each other. and prospects confused and annoyed; Partners are Customer care is not organized. Sales “funnel “ is wide, leaky. not trained Model : CMU SEI CMM www.fanfoundry.com
  4. 4. fanfoundry 2. What’s working? What’s missing?
  5. 5. fanfoundry Consider The 3 C’s of Loyalty CTA* 1. content 3. conversion 2. community
  6. 6. fanfoundry Consider The 3 C’s of Loyalty …and the 3 layers of engagement, fulfillment and relevance1. engagementExchange / gatherinformation along CTA*the way:identity, 1. contentpreferences,requirements 3. conversion 2. community preferences CTA
  7. 7. fanfoundry The 3 C’s of Loyalty and the 3 layers of engagement, fulfillment and relevance1. engagement2. fulfillment sample save subscribe CTA*Meet audienceneeds andinterests with 1. contentuseful contentthat calls people 3. conversion 2. communityto take action convert ask transact preferences share refer compare CTA *CTA = Call to Action
  8. 8. fanfoundry The 3 C’s of Loyalty and the 3 layers of engagement, fulfillment and relevance News • Event Review • Referral1. engagement Website • Blog2. fulfillment sample save3. relevance subscribe CTA*Be relevant! 1. content Event • Reward Survey • Partner 3. conversion 2. community Proposal • Report Dashboard convert ask transact preferences share refer compare CTA Demo Presentation Conversation *CTA = Call to Action
  9. 9. fanfoundry 3. How does this all fit together?
  10. 10. fanfoundry Closed Loop Sales & Marketing Outbound Inbound Enter here Customers Prospects Communities
  11. 11. fanfoundry Closed Loop Sales & Marketing click launch Outbound Inbound follow test register build Enter here Customers plan convert report transact Prospects listen refer Communities
  12. 12. fanfoundry Closed Loop Sales & Marketing click launch Outbound Inbound follow test register build Content Enter here Microsite, Blog Product, service, event, asset, channel Landing page Strategy CRM, SEO, analytics Community Customers plan convert report transact Prospects listen refer Communities
  13. 13. fanfoundry Phases Things to measure (how to improve conversion rates) Customers – evaluate, update & cleanse customer (CRM) databases; plan and Customers conduct interactive outreach activities to improve products and services, build loyalty and increase account penetration & renewals Prospects – Identify ideal customer profiles and prospect sources; work with Prospects sales and marketing to listen, develop & deliver relevant responses, aimed at improving products, services, sales intake and conversion Communities - define communities and identify opportunities to build, curate Communities and affiliate; develop & support authentic community voices (more listening) aimed at improved products, services and sales Using analytics, BI, Customer Relationship Management (CRM) and Marketing Strategy Automation software, aggregate customer and prospect Profile data ; Create SEO, CRM, Systems buyer personas and ideal profiles, mapped to Sales & Marketing action plans Content Develop audience-focused content (product, service, article, event, mobile /Product, service, event, social experience) for targeted prospect, community and customer groups; test and evaluate response asset, channel Microsite, blog Manage outreach and inbound responses from microsites, landing pages, Landing pages partners, mobile and community channels; Enrich customer and prospect experience; Refine Client & Partner expertise at engaging buyers; Improve Communities community response
  14. 14. fanfoundry customer loyalty, minted daily Your turn. Got a question for us? Need help with any of this? Call, click or contact: Ed Alexander fanfoundry@gmail.com +1 (781) 492-7638 EST (UCT-4) www.fanfoundry.com

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