The new role of the marketer


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Avtex introduces the new role of the marketer and the focus on technology.

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  • Fill in the key fields in this slidePresenter namePresenter titleDatePresentation titlePresentation subtitleCustomer Logo
  • The new role of the marketer

    1. 1. Eric RaarupChief Marketing Technology Officer, AvtexMike PetersonMarketing Manager, MicrosoftJune 12th, 2013The Intersection ofTechnology and Marketing
    2. 2. Agenda• Introductions• Key trends impacting marketing• The Intersection of Technology and Marketing• Q/A• Happy Hour
    3. 3. Goals for Today• Discuss the key trends impacting marketing• Understand the evolution of marketing and the role technologyplays• Showcase the Microsoft technology landscape for marketers• Dialogue
    4. 4. A little bit about Avtex
    5. 5. Our mission is to use our technology know-howto enable our clients to deliver an exceptionalexperience to their customersCXTech Know-How Clients Customer Experience
    6. 6. The Integrated Customer ExperienceIt’s about crosschannelIt’s not about multi channelPortalsVideoSocial Next. . .InteractiveVoiceResponseIVR
    7. 7. Avtex 360IntegratedCustomerExperienceTechnologySolutions forevery Point ofInteractionBreadth and Depth
    8. 8. On to the show
    9. 9. Marketing and TechnologyLike Chocolate and Peanut Butter
    10. 10. The New Role of the MarketerThe Intersection of Marketing and Technology
    11. 11. Trends impacting marketers todayMobility1billionsmartphones by2016, 350M ofthose being usedat workSocial82 %of the worlds onlinepopulation engagesin social networkingCloud50 %of enterprisecustomersare “on the road”to cloudData1.8 zettabytesof digital data werein use worldwide in2011, up 30% from2010.Contenttop10Contentmarketing is onmany marketingleaders top 10Capture Nurture AnalyzeEnableManageOur Focus Today:Demonstrating howtechnologies from Microsoftcan help you be an effectivemarketer
    12. 12. The Technologies of a Marketer Email OptimizationEmail Service providersSales automationMarketing AutomationDB MarketingSocial Marketing ManagementData warehouseMarketing DataLanding pagesSEOContent Management SystemsCommunityTranslationFeedback / SurveysPaymentsAdvertisingMobile WebSocial LoginGamificationVideoDAMAnalyticsMore
    13. 13. Marketing with MicrosoftAn ecosystem of solutions for marketingState of the State Services / StrategyAdd-OnsCore
    14. 14. Microsoft Dynamics CRMThe Core System for Customer / Prospect InformationCasesIncidentsTicket MgmtQueuesMoreCampaignsMarketing listsEmailLiteratureMoreAccountsContactsLeadsOpportunitiesMore
    15. 15. Sales Force Automation with Dynamics CRM
    16. 16. Service Management with Dynamics CRM
    17. 17. Marketing Automation with Dynamics CRM
    18. 18. ClickDimensionsMarketing Automation Add-on for Dynamics CRMWeb TrackingCampaign TrackingLanding PagesEmail MarketingSocial DiscoveryDrip MarketingLead ScoringForm CaptureSearch/AdvertisingAPI (with Event and eCommerce Tracking)SurveysSubscriptionManagement
    19. 19. Driving revenue through web-to-leadconversion by connecting CRM with yourwebsite to track and convert visitors1.wwwWeb tracking Anonymous/Known Convert
    20. 20. Goal: Improve ROI from website• Requires integration between website and backend systems• Ideally capture information in CRM to build out profiles• Track / score leads based on activity on the siteTurn web visitors into marketing qualified leads (MQL)
    21. 21. Web to LeadConverting anonymous web visitors to leadsSelf IdentifyAnonymous Visitors IP Organization ConvertAnonymous Visitors Self Identify???✔✔✔
    22. 22. Use CaseContact Us Form on WebsiteThe submission of this form– Automatically creates alead (or updates a contact)in CRM– Automatically associates allanonymous browsinghistory (site visits / pageviews) to the lead orcontact record
    23. 23. Leveraging ClickDimensions Web Tracking in CRMCapture every view and visit
    24. 24. Convert from anonymous to knownLeveraging ClickDimensions online forms for Call To Action (CTA)
    25. 25. Summary: Web to Lead• Integrating website to Dynamics CRM canimprove lead process• Scoring leads can drive activities for follow up• Providing intel on web activity can help qualifylead for sales
    26. 26. 2.Align a content marketing strategy through leadnurturing automation to capture mindshareand convert suspects to prospectsContent Targets Nurture
    27. 27. Goal: Leverage content marketing for nurture• Drip content to target prospects• Track effectiveness based on stats• Hand off to sales at the right pointNurturing with content can help build brand / leads
    28. 28. Drive awareness in areas of suspected interest to a prospectusing a 3 step email nurture program over a period of (n) daysLead Nurturing ConceptEmail based approachIf engaged, then becomes MQL and goes to salesProspectDeterminePersonaInitiateNurture flow Email 1 Email 2 Email 3DisqualifyEmail 1: Example: Analysts perspective / researchEmail 2: Example: Customer case studyEmail 3: Example: Our recommended approach
    29. 29. Lead Nurture Workflow
    30. 30. Summary: Lead Nurture• Lead nurturing can play key role in contentmarketing strategy to get key content into handsof prospects• Once workflows are defined they can be run on alead• Easily qualify / disqualify based on actions
    31. 31. Gain better insight into your customers byvisualizing information from multiple systems3.Data Social Analyze
    32. 32. Data … Big Data80%growth ofunstructured data ispredicted over thenext five years.1.8 zettabytes ofdigital data were inuse worldwide in 2011,up 30% from 2010.
    33. 33. Key challenges with growth of data• More challenging to manage• More challenging to analyze and make decisions• Not just databases you own … social is a big driver of datagrowthMore and more difficult to gain customer insight
    34. 34. Mr./Ms. Marketer … Meet Excel 2013Visualizing and Analyzing large volumes of dataExcel 2013PowerPivotAnalyze millions of rows of dataPowerViewVisualize info quickly in multiple ways
    35. 35. PowerView
    36. 36. Demo
    37. 37. Key challenges with Social• Monitoring what is being said about your brand• Multiple Channels• Gauging sentiment across social media channelsMoving target can be challenging to staff
    38. 38. Social Analytics / SentimentNetbreeze
    39. 39. 4.Deliver relevant content to the sales teamleveraging system integration and mobilityContent Mobile Easy to Use
    40. 40. Goal: Closing the gap between sales and marketing• Managing the source of truth• Getting into hands of the sales team• Dealing with multiple formats / devicesContent and Mobility can enable the sales team to nevermiss an opportunity
    41. 41. Our ChallengeYears of project history spanning over 500 customersHave we done a project like XYZ before?Who has the following skills?Do we have any examples ofa project like XYZ?Solutions span multiple technologies,scenarios, industries and skill setsMultiple systems in use… Connecting the DotsLost Opportunity • Time Wasted • Duplicate Efforts
    42. 42. Leverage Existing Data / SystemsIntegration is the keyPersonProjectCustomerProject TypeIndustrySkills / TechAssetAsset TypeCRMSharePointGPDocsDataData
    43. 43. Windows 8Leveraging a familiar platform for new apps
    44. 44. Mobility
    45. 45. It’s a Mobile World(Source: Pew Research Center, 2012)By 2014, mobile internet is predicted totake over desktop internet usage55% of mobile owners access mobile web(Source: Microsoft Tag, 2012)
    46. 46. MobilityA Continuum of OptionsWebWeb based approach tomobile app dev. / deployPro• Time to market/releases• Leverage skills• Cross platform• Lower cost• CentralizedCon• Potential performance• User experience• Not an app in storeHybridNative “shell” withembedded HTML webapplicationPro• Cross platform• Native experience• Access to onboardresources• Lives in app storesCon• Adds time / cost• Code basesNativeFully native mobileapplicationPro• Performance• Native experience• Lives in app stores• Onboard resourcesCon• Adds time / cost• Multiple code bases• Increased support• Slower release cycle
    47. 47. Mobile TechnologiesUnderstanding the technology optionsTime/CostFeaturesNativeHybridWeb
    48. 48. The Web needs to RespondRespondRespondRespond
    49. 49. Responsive Design ExampleTennant Company: Public Website Built on SharePoint
    50. 50. 5.Allocate resources effectively and gain insightabout campaign effectiveness across multiplechannelsPlanning Spend Mgmt Project Mgmt
    51. 51. +MarketingPilot brings strong Integrated Marketing Management(IMM) capabilities to the Microsoft Marketing toolset with afocus on resource and spending management plus integrationwith Dynamics CRM
    52. 52. MarketingPilotMarketingPilot brings a new level of marketing functionality to Dynamics
    53. 53. Marketing 360
    54. 54. A look ahead
    55. 55. MarketingPilot Webinar• Get real-time insight into campaign spend andmarketing budgets• Align sales and marketing• Foster collaboration between teams• Improve forecasting• Drive marketing productivity• Improve marketing executionJune 18th12:00 CentralRegister here
    56. 56. Thirsty?
    57. 57. CRM
    58. 58. A Great Blog to Followwww.chiefmartec.comPopular PostsAgile marketing for a world of constant change5 meta-trends of modern marketingThe big data bubble in marketingEngineers are becoming a lot like marketersEverything is marketing, everyone must be agileData as a new marketing channel
    59. 59. Thank You!