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Time to get personal

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Det personlige touch

Det personlige touch


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  • 1. Vejen til fremtidens salg og marketingTIME TO GET PERSONALV/LASSE CHRISTENSEN
  • 2. Agenda• Er relevans vigtig?• Evolution of Demand Generation• Time to get Personal
  • 3. ”Alle” kender Amazon.com
  • 4. En grundlæggende forandringKundens købsproces er for altid ændret… men følger vi med? Whitepaper Content Search Video Engine Website Blogs Analysis Reports Webinars “…customers’ buying Supplier Customer processes have evolved” ”Customers buying process has evolved during the last Supplier Customer 5 years, but sales and marketing has stayed the same.”, Thomas Steward, Harvard Business Review
  • 5. Nye metoder er nødvendige• Behov for forandring• Nye metoder, nye processer• Kunderne forventer det• Organisationen forventer det• Nu skal vi bare kunne levere… men hvor skal vi starte?
  • 6. The Evolution Demand Generation Right Right Right Time Message Channel True Personalisation Automation One-to-one Behavior-driven Digital Body Lang. Segment Customer-driven DataQuality Batch & Blast Product-driven, manual handling
  • 7. ELOQUA Solution Architecture AppCloudREVENUE SUITE Digital Body Language MARKETING AUTOMATION Targeting & Campaign Lead Segmentation Automation Nurturing Revenue Revenue Architect Benchmark Index Lead Sales Social/M Revenue Campaign obile Scoring Enablement Insight & Tactics Measurement Revenue Revenue Forward Performance Indicators Email Event Data Marketing Management Management Marketing Messurement AppCloud
  • 8. ReturBuilding Digital Profiles DBL eDM Data Source Website hits Dok. downloads ERP Webinar Google Analytics Google Search Campaigne LP CRM Social E-mail marketing CMS
  • 9. Retur Normalt trackes kampagner efter… Januar kampagne Februar kampagne Marts kampagne April kampagne Sendt eDM Google Sendt eDM Google Sendt eDM Google Sendt eDM Google Adds Adds Adds Adds QR Web hits QR Web hits QR Web hits QR Web hits Open Open Open Open rate Bounce rate Bounce rate Bounce rate Bounce Blog Blog Blog Blog Click thr. Click thr. Click thr. Click thr. rate Social rate Social rate Social rate Social Referal Referal Referal Referal Opt. inn Opt. inn Opt. inn Opt. inn Opt. Out Opt. Out Opt. Out Opt. Out Downloads Downloads Downloads DownloadsAcross platformsAcross mediaAcross campaigns The Customers DigitalAcross elements Body language
  • 10. Digital Body Language
  • 11. Hvordan bruges indsigt? • Indsigt i personlige profiler og købsprocesser – Hvem har været aktive på hvad? – Hvor mange direktører har der været på mit website – og hvem er de? • Digitale profiler tilgængelig direkte i CRM systemet for prospect insight til salgsstyrken – Hvad har denne person kigget på, hvilke budskaber har han været aktive på • Targeting and segmentation – Målrettede budskaber baseret på demografisk data – Kombineret med adfærdsbetinget budskaber • Automatiske Triggers – Når følgende sker – vil jeg sende budskab X til kunden – Hvis du besøger dette landing page, skal du automatisk have eDM XX sendt • Automatisk personificering af budskaber – Budskabet tilpasses dynamisk, baseret på adfærd, profil
  • 12. Din potentielle kunde • Skabt ensartet og normaliseret data • Dannet digitale profiler • Samlet adfærdsbetinget information • En platform der kan personificere budskabet baseret på profiler • Når kunden lander, er vi klar til Lead Nurturing
  • 13. Hvad er Lead Nurtering egentlig?• En Automatiseret one2one kommunikationsstrategi• Et skræddersyet kommunikationsflow på tværs af medier, der hjælper kunderne frem gennem deres købsproces• Tilpasset den enkelte person• Lead Nutering minder om et kærlighedsforhold … + + + + +Prospect Invitation Date Forelskelse Forlovelse Giftemål
  • 14. Vi skal støtte kunden i hans proces Interest Learn Evaluate Justify PurchaseCustomer’sBuying Process Marketing Sales Sales Suspect Prospect Qualified Accepted Lead Qualified Lead $$ Lead (SAL) (SQL)Sales &MarketingProcess Prospecting Discovery Supporting Proving Welcome 17
  • 15. Lead Nurturing / Customer • Re-engagement • Renewal • Proactive • Executive • Reactive • Casetstory • Dynamisk content
  • 16. Lead Nutering
  • 17. Personificerede elementer Direct Mail • pURL Landing page • Field merge • pURL • Field merge • Dynamic content • Gated forms E-Direct Mail • Field merge • Dynamic content• Triggers, baseret på on-line adfærd• Triggers, baseret på profil• Field Merge• Dynamic Content• Trigger baseret kommunikation• pURL’s
  • 18. The Evolution Demand Generation Right Right Right Time Message Channel True Personalisation Automation One-to-one Behavior-driven Digital Body Lang. Segment Customer-driven DataQuality Batch & Blast Product-driven, manual handling