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Inbound Marketing in the Contact Center Marketplace
 

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