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Inbound Marketing in the Contact Center Marketplace
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Inbound Marketing in the Contact Center Marketplace

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Overview of Inbound Marketing in the Contact Center Marketplace.

Overview of Inbound Marketing in the Contact Center Marketplace.

Provides a mini-case study of echogravity's inbound marketing success with a contact center software provided.

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Inbound Marketing in the Contact Center Marketplace Inbound Marketing in the Contact Center Marketplace Presentation Transcript

  • Inbound Marketing in the Contact Center Marketplace
  • Customer Acquisition is Difficult and Slow
    Long sales cycles, complex selling process, competitive environment, diminishing sales returns.
    Lack of Predictable Lead Generation
    Reliance on cold calling, little-to-no inbound sales leads, first meeting acquisition is less than optimal.
    Little-to-no Brand Awareness in the Marketplace
    Unknown in the marketplace, “old” PR and awareness tactics no longer are effective, positioning is off point.
    Data Foundation is Missing or Broken
    CRM contains bad/missing contact and account data, no base to leverage high functioning sales and marketing plan implementations.
    Common Business Challenges Contact Center Marketplace
    2
  • Who is echogravity
    3
    Kevin O’Brien
    Brian Jameson
    Soledad Di Paola
    • Marketing Strategy and Leadership in Contact Center Software industry
    • Content Writing
    • 20 yrs B2B Solution Sales
    - Contact Center Product Strategy
    - Market Research and Competitive Intelligence
    - Content Writing
    - B2B Solution Sales
    - Data and Research
    • Competitive Research
    • SugarCRM Manager
  • Contact Center Ecosystemechogravity Center of Knowledge
    4
  • BPOs
    Customer Care
    Sales, Up Sell and Cross Sell
    Direct Response
    Enterprise Contact Centers / Captive Centers
    Customer Care/Experience Organizations
    Consumer Products/Services Companies
    Who are our clients prospects?
    5
  • Our Three Building Blocks
    6
  • What we do exactly
    7
  • ChallengeZero footprint in the market and no inbound lead generation. Needed a shift from a channel sales model to a direct sales model.Sales required marketing support for lead generation, target audience identification, market knowledge, and general positioning in the marketplace.
    Success StoryContact Center Software
    8
  • Sales and Marketing Data
    Contact Lists
    Target Account Lists
    Website
    Effective Calls to Action
    Analytics
    Content
    SEO Ready
    Success StoryBuild the Foundation- CRM Data and Inbound Website
    9
  • Define the Audience
    Define the Specific Buyer Personas
    Determine Reasonable Content Publishing Schedule Targeted at Buyer Personas/Audience
    Determine social channels and 3rd party aggregators that match target audience preferences.
    Optimize SEO
    Deliver, test and execute
    Measure Results
    Fine Tune/Repeat
    Success StoryCrafting an Inbound Marketing Strategy
    10
  • Success StoryContent Marketing - Blogging, Tweeting, Case Studies, Primary Research and Whitepapers
    11
    Writing White Papers Positioned Company as Expert and Industry Thought Leader backed by Research
    Client Interviewing and Case Study Writing to aid buying process
    Consistent and relevant blogging keeps audience engaged
  • Success StoryDistributing Content and Becoming Known
    12
  • Success StoryWebsite Conversion and Lead Generation
    13
    Create leads and new contacts for Sales Team
    Create effective Calls-to-Action
  • Success StoryLead Generation Measures and Insights
    14
    Email Campaign Delivery and Reporting
    Find out what content your audience engages in
    Engage them in a multi touch point series
  • Success StoryUtilizing Search and Optimization
    15
    • Inbound marketing creates traffic
    • Utilize SEO for generating awareness
    • Increase pageviews, time on site and overall engagement of your message and content
  • Success Story Sales and Marketing Integration
    16
    Clearly defined process was established with well executed and targeted messages. (email 1, call 1, email 2, call 2, …).
    Leads were generated by marketing and handed off to sales teams for follow up.
    Sales distributed marketing collateral and published content to keep sales process moving.
    Requests for data and market info came from sales.
    Feedback from the “Field” helped marketing evolve messaging/positioning.
  • Success StoryThe Results in just 12 Months
    17
    • Content and Inbound Marketing Strategy Defined and Executed
    • Led to over 200 initial Prospect Discovery Meetings
    • Blogging Drove Significant Interest in the Brand(syndication on 2 major industry websites, 20,000+ total blog views)
    • Whitepaper and Case Study Creation (1000+ Downloads)
    • Market Survey and Report Creation: 60+ leads
    • Social Media (Developed focused following and engagement process)
    • Doubled Search Traffic to the Site
  • Website and Data Foundation(Project Based)
    Create an Inbound Marketing Ready Website
    Develop and clean the CRM for optimal lead generation
    Inbound and Content Marketing (Monthly)
    Developing the Strategy
    Client Input, Strategic Direction, Inbound Marketing Plan
    Execution the Plan
    Writing, Tweeting, Blogging, & Doing
    Measuring our Success
    Weekly or Monthly Inbound Marketing Dashboards based on desired outcomes
    How we workengaging echogravity
    18
  • Get Found
    Awareness Increases with your Target Audience
    Get Leads
    Buyer Personas download and read your content
    Audience responds to Surveys, Blog Posts, Case Studies, Papers, Videos, and more
    Engage with website calls-to-action
    Get Customers
    High ROI: 1 new customer in 12 months pays for our services
    Our work is available to your customer base 24/7
    Expected resultsGet Found, Get Leads, Get Customers
    19