Adam Sharp - Funnel 16-9-2013

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Why content isn't king, why most marketers are gamblers and 6 ways to build massive credibility with your executive team.

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Adam Sharp - Funnel 16-9-2013

  1. 1. Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team. October 2013 Copyright © 2013 CleverTouch Marketing. All rights reserved.
  2. 2. WHAT I HOPE YOU GET OUT OF THIS SESSION FROM MARKETER TO CHANGE MANAGER & KEY INFLUENCER Service Provider Copyright © 2013 CleverTouch Marketing. All rights reserved. Change Maker
  3. 3. MARKETING CAN BE A TREMENDOUS SOURCE OF OPPORTUNITY & INFLUENCE, OR NOTHING Copyright © 2013 CleverTouch Marketing. All rights reserved. 1. Take new thinking to your Sales Organization Drive a common language in you sales and marketing. Quantify your Lead Leakage & SG&A wastage. Consider SOCIAL SELLING Evolve from ROI Model 2. Have a Marketing Plan 3. Put in place a Marketing Infrastructure 4. Evolve from Brand Manager to Reputation Managers SOSTAC, go on google it. Focus on the information architecture and not application architecture Social (again) Data Governance 5. Think about TIME differently 6. Put Content into perspective, Intelligent Engagement Time to marketing Campaign length Learn to love Workflow Responsive design Journey = Content
  4. 4. ABOUT CLEVERTOUCH • $1.8bn in EMEA in 2001 • Created a new channel model • Call-centre in Ireland • Integrated contact centre, web and marketing & customer services with Salesforce et al • 2003 REALISED ONE CAN’T MARKET FROM A CRM. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  5. 5. THE BUYER/SELLER DYNAMIC HAS CHANGED; COMPANIES HAVE TO CHANGE….THIS HAS CREATED A BIGGER PLAYING FIELD OF OPPORTUNITY FOR MARKETERS Copyright © 2013 CleverTouch Marketing. All rights reserved. • Educate not Sell • Only 2/3 rds of clients buy on features. (Forrester Research) • Content = Thought Leadership • 57% of the buying is done before a company is engaged (Google) • Most Sales & Marketing Organizations are inefficient. • Relying on siloed CRM and email and adhoc routing. • SG&A @ 30%+ there is a massive need & opportunity for changing structures, increasing performance & outcome.
  6. 6. TOO MANY MARKETERS MISUNDERSTAND THEIR ROLE; THE CEO’s PERSPECTIVE 1. Revenue growth is now high on the agenda (at last) 2. Most CEOs & Execs know that their SG&A is too large and much is a waste… 3. Marketing = Innovation……….no time for that 4. Maintain the cultural conversation…… 5. Prove the ROI……..not great at that 5. Translate technology and potential to the business……….be a change maker Copyright © 2013 CleverTouch Marketing. All rights reserved. CEO
  7. 7. MARKETING AS A SOURCE OF INFLUENCE Just 9% of CEOs refer to marketing data for decision making and just 6% of CFO’s. Tip #1 : 65% of CEOs in FTSE 100 are Accountants, choose your boss wisely! Copyright © 2013 CleverTouch Marketing. All rights reserved.
  8. 8. OTHER EXECUTIVES WANT CHANGE & INNOVATION TOO, THEY WANT MARKETING TO DRIVE THAT CHANGE Company A, VC backed started up…. “We have spent £100k pcm for the last 3 years and have nothing to show for it” NED & Investor Company B, Nasdaq listed technology company “We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.” VP EMEA Company C, Global engineering company “Our Marketing has moved from the flat earth society to a real driver of change in the business” Chairman Copyright © 2013 CleverTouch Marketing. All rights reserved.
  9. 9. THE IBM STUDY: CMOs’ BIGGEST HEADACHES • THEY NEED SUPPORT TOO Copyright © 2013 CleverTouch Marketing. All rights reserved. • • • • • Social media is here to stay…just can’t get head round it Data explosion……needs management Proliferation of channels and devices Shifting demographics (insight) Relationships & journeys not transactions Proving the ROI
  10. 10. THE CHANGE MARKETER; YOUR PRIORITIES FOR 2014 1. 2. 3. 4. 5. 6. Take new thinking to your Sales Organization – Drive a common language in you sales and marketing. – Quantify your Lead Leakage & SG&A wastage. – Consider SOCIAL SELLING – Evolve from ROI Model Have a Marketing Plan – SOSTAC, go on….google it. Put in place a Marketing Infrastructure – Focus on the information architecture and not application architecture Evolve from Brand Manager to Reputation Managers – Social (again) – Data Governance Think about TIME differently – Time to marketing – Campaign length Put Content into perspective, Intelligent Engagement – Learn to love Workflow – Responsive design – Journey = Content Copyright © 2013 CleverTouch Marketing. All rights reserved.
  11. 11. WHY CONTENT ISN’T KING INNOVATION • CONTENT IS A TACTIC • 80% IS NEVER SEEN CONTENT Typical entry point INFRASTRUCTURE Copyright © 2013 CleverTouch Marketing. All rights reserved. • TOO MANY CONTENT FACTORIES • FAR BETTER TO FOCUS ON POSITIONING, SEGMENTATION, TAR GETING FIRST. • TIP #2 : The intelligent use of technologies and engagement can lead to marketing outperformance
  12. 12. PUTTING CONTENT INTO PERSPECTIVE • SOSTAC • SITUATION • OBJECTIVES • STRATEGY • TACTICS Positioning, Segmentation & Targeting/Engagement • ACTIONS • CONROL Content • CHECK OUT PAUL SMITH & SOSTAC Copyright © 2013 CleverTouch Marketing. All rights reserved.
  13. 13. THE INTELLIGENCE IS NOT IN CONTENT CREATION • Companies that build journeys and engage clients in a meaningful ways improve performance and client satisfaction by 30-40% (McKinsey) • Organizations that engage customers in personalised multitouch engagements typically outperform a transactional approach by over 50% (CleverTouch Marketing) Copyright © 2013 CleverTouch Marketing. All rights reserved.
  14. 14. TRUE CREATIVITY IS IN WORKFLOW & JOURNEY DESIGN 3-Touch Product Promotion Campaign Data Email 1: Why invest in a strategic bond fund Email 2: Why invest in The Dynamic Bond Trust? All data Email 3: Why invest in This company All data Non-open Non-open No Response Non-open Email 2 resend Email 1 resend Landing page: Asset to be defined Landing page: Download Guide Contact Me Now Email 3 resend Landing page: Product Specialist Video Request a call from a product specialist Download: Guide Sales follow up Click Download: Guide Download Asset Sales follow up Click No Defined Opportunity Defined Opportunity Enter customer framework Email 1 Email 2 Email 3: Why invest in a strategic bond fund? Why invest in The Dynamic Bond Trust? Why invest in ...? • • • • • • • • • • • • • • • Potential to outperform throughout the cycle Multiple sources of alpha Diversification No more than 150 words Positions the market context Asset to be defined – suggest 3rd party article/press article Stage: Issues/ Market Context Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CleverTouch Marketing. All rights reserved. • Enter next campaign Introduce the solution Discuss key features Link to Dynamic Bond Trust Guide No more than 150 words, focus on solution to the issues within the market but avoid heavy sales tactics Introduces the product Stage: The Solution/ Advice for success Position . product specialist (link to product specialist video) Investment writer’s article on the fund Clear push to sales CTA No more than 150 words Introduces sales Stage: Position The Company Enter customer framework using fund commentary
  15. 15. FROM TRANSACTION TO CUSTOMER ENGAGEMENT AND JOURNEYS • VMware – Identical assets (to NA) – The difference • NA largely manual • EMEA & ASIA fully automated • (6 months: 19 languages) – Automated & personalised delivered much higher results. • Some stats – $xx:1 ROI – 18 month cycles – $x.xm pipeline from recycled ‘dead leads’. Nurturing provides a significant ROI Copyright © 2013 CleverTouch Marketing. All rights reserved.
  16. 16. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  17. 17. INTELLIGENT ENGAGEMENT NOW REQUIRES RESPONSIVE DESIGN • • • • PayPal helping online retailers go mobile. Educate not sell Desirable content Mobile optimization • • • Open rates 25-35% 6% of customer base to microsite Awareness of mobile payment solutions 11% in 2012, 20% in 2013. 57% positive view of Paypal as an enabler of mobile payments 8% uplift in use. • • Copyright © 2013 CleverTouch Marketing. All rights reserved.
  18. 18. BUILD AN INFRASTRUCTURE, LEAVE A LEGACY… MARKETING AUTOMATION Copyright © 2013 CleverTouch Marketing. All rights reserved. • TIP #3 : “MA is a process not a software purchase.” Stephen Yeo EMEA Marketing Director Panasonic.
  19. 19. BUILD AN INFRASTRUCTURE, LEAVE A LEGACY… MARKETING AUTOMATION • It is really an opportunity to drive change in an an organization 1. 2. 3. 4. 5. Copyright © 2013 CleverTouch Marketing. All rights reserved. Drive a common sales, marketing and business alignment language – Unifying department/cross collaboration Assist in the pursuit of a reduction in technology silos Drive data management to data governance & then an information architectural perspective. Enable workflows that are truly personalised, relevant & behaviour driven Provide ability to put marketing on the front-foot, predicting future outcomes. Metric driven marketing.
  20. 20. TIME- IF YOUR CAMPAIGNS ARE SHORTER THAN THE AVERAGE BUYING CYCLE THEN YOU ARE LEAVING MUCH TO CHANCE Average Buying Cycle (9 months) T M B Average Campaign (3 months) Customers buy from people that take time to understand and serve them better, do it intelligently….. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  21. 21. TIME TO MARKETING • • • • Data fetch x10 times per day 1000s per month automated on the programme NO MANUAL INTERVENTION Initially a 2 year programme. Extended another 2 years Copyright © 2013 CleverTouch Marketing. All rights reserved.
  22. 22. CAMPAIGN FLOW-USER JOURNEYS Trend Micro Database Trend Database Segment Time #1 POS Segment Post Purchase Survey #4 Welcome Campaign Regular Monthly Campaigns Trend FTP Site Data put on to FTP site daily Default Customer Communications Ad Hoc Campaigns Mid Term Survey CleverTouch Data Transformation Silverpop FTP Site Data manipulated ready for silverpop Data uploaded to silverpop for scheduled daily import #1 #4 In Trial Segment Welcome Campaign Post Trial Activation Segment #1 Activate - Y Post Purchase Survey New contacts added to Database Copyright © 2013 CleverTouch Marketing. All rights reserved. #2 Welcome Campaign #1 Activate - N Win Back Campaign Silverpop Database Renewal Reminders Survey #2 Extended Trial Period Campaign #8 Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) 5 routes & 9 languages and multi-touch= 250+ scheduled communications
  23. 23. DYNAMIC CONTENT • Product recommendations based on progressive profiling • Relevancy and personalisation and time to marketing lead to increased traction rates. • One of 5 newsletter tracks based on personas Copyright © 2013 CleverTouch Marketing. All rights reserved.
  24. 24. Sept 2012- % rates across all programs Copyright © 2013 CleverTouch Marketing. All rights reserved. Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report 24
  25. 25. INVEST Copyright © 2013 CleverTouch Marketing. All rights reserved. • TIP #4 : Marketing Operations increasing influence
  26. 26. WORKFLOW ISN’T JUST ABOUT CAMPAIGN DESIGN CONSIDER RE-ENGINEERING (BASED ON LEAD LEAKAGE & ORGANISATIONAL ALIGNMENT) Copyright © 2013 CleverTouch Marketing. All rights reserved. • TIP #5 : Lead leakage tool & find someone who speaks 6 sigma and BPR.
  27. 27. HOW IS B2B MARKETING DIFFERENT IN EUROPE? • The market is smaller & less homogenised – language/country • US more about lead gen and ‘filling the funnel’ • Europe more about nurturing and loyalty • Marketing departments here are smaller so often have a wider aspect to MA opportunity • Europe values services • Data Governance has a higher currency in Europe • In Europe end users like to mix it up Copyright © 2013 CleverTouch Marketing. All rights reserved. Tip #6 : EMEA typically has leadership in data management and lead nurturing strategies.
  28. 28. HAVE A DATA MANAGEMENT STRATEGY, KNOW YOUR TAM Copyright © 2013 CleverTouch Marketing. All rights reserved.
  29. 29. AND YOUR SHARE OF TAM & JOB CLUSTERS TOO Copyright © 2013 CleverTouch Marketing. All rights reserved. • TIP #7 : GET A HANDLE OF TAM, IMPACT AS MUCH AS 400%
  30. 30. BEGIN WITH END IN MIND…….MOVE THE GAME FROM ROI TO REVENUE FORECASTING. • Only 20% of marketing directors even try and attempt to measure ROI* • MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. Data, history, content, campaigns etc.. Copyright © 2013 CleverTouch Marketing. All rights reserved. *Source: Adobe CMO report 2012.
  31. 31. INCREASINGLY ORGANIZATIONS ARE MOVING FROM AN APPLICATION ARCHITECTURE TO AN INFORMATION ARCHITECTURE VIEW. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  32. 32. Have a Data Management Strategy It is all in the API……… as Marketers your role is to serve your clients across all channels in a way that suits them… The rigorous pursuit of a reduction in silos should be encouraged. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  33. 33. MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES 1. DEMAND GEN & NURTURE 2. Internal comms 3. Customer satisfaction/NPS 4. Crisis management 5. NPD/Market Research 6. Customer service 7. Thought leadership 8. Recruitment & Training Copyright © 2013 CleverTouch Marketing. All rights reserved.
  34. 34. MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES 1. DEMAND GEN & NURTURE 2. Internal comms 3. Customer satisfaction/NPS 4. Crisis management 5. NPD/Market Research 6. Customer service 7. Thought leadership 8. Recruitment & Training Copyright © 2013 CleverTouch Marketing. All rights reserved. In 4 months 70% increase in Inbound, now ‘at capacity’
  35. 35. MARKETING IS ALL ABOUT BALANCE INBOUND AND OUTBOUND Copyright © 2013 CleverTouch Marketing. All rights reserved.
  36. 36. Putting Social in the context of Marketing 1. Internal morale & comms 2. Crisis management 3. NPD/market research 4. Customer service 5. Thought leadership 6. Recruitment & Training 7. Demand gen Social Sharing SOCIAL DEMAND GEN IS EVOLVING… PRESENTING OPPORTUNITIES FOR MARKETERS & SALES PROFESSIONALS ALIKE Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  37. 37. SOCIAL SHARING SYSTEMISING WOM Social Sharing Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  38. 38. SOCIAL SHARING SYSTEMISING WOM That’s an 18.3% 2011 Social Sharing 29.4% 11% INCREASE 2012 Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  39. 39. SOCIAL SIGN-ON DRIVES ACTIVITY Give permission-based access When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities. Skip long forms Quickly and easily interact with campaigns Social Sharing Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  40. 40. SOCIAL SIGN-ON NOW BEING ADOPTED Of best-in class companies are using social sign-on1 21% OVERALL LESS THAN 5% OF MA USERS ARE CURRENTLY USING IT. !!! Social Sharing Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  41. 41. SOCIAL LISTENING GOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS Typical focus is SENTIMENT… Distinct lack of cohesion with demand generation platform and difficult attribute ROI Integrations to CRM exist Prospect social profiles BUT!! Good for initiatives such as crisis management, NPD and customer service Only limited profile data Great for listening for mentions !!! Social Sharing Social Sign-on Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales Copyright © 2013 CleverTouch Marketing. All rights reserved.
  42. 42. SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION Search Segment Name: Adam Sharp Location: Winchester Language: English Influence: 55 Social Sharing Social Sign-on Copyright © 2013 CleverTouch Marketing. All rights reserved. Social Listening Social Intelligence Search & segmentation for marketers Social selling for sales
  43. 43. SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION Social enrichment of exiting contacts + Linking of social data to B2B contact records Listen for key prospects or influencers by conversation and engage in realtime marketing, automatically Social listening Access to holistic view of contact, including social profile = Social Intelligence + Search & Segmentation Social Selling Access to real-time social indicators of intention and influence based on social criteria AT LAST IT IS POSSIBLE TO LISTEN TO CONVERSATIONS, TO SEARCH ON PERSONAS OR TO AUGMENT EXISTING DATA WITH SOCIAL APPENDS. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  44. 44. EXAMPLE WORKFLOW OF SOCIAL INTELLIGENCE FOR DEMAND GEN ….all in the matching engine Name: Adam Location: Sharp Language: English Influence: 55 LinkedIn: http://… Facebook: http://… Company: CleverTouch Enrich Copyright © 2013 CleverTouch Marketing. All rights reserved. Revenue: 2-5M Employees: 50-100 Email: asharp@clever... Enrich Name: Adam Sharp Location: Winchester Language: English Influence: 55 LinkedIn: http://www... Facebook: http://www.. Company:CleverTouch Revenue: 2-5M Employees: 50-100 Email: asharp@clever...
  45. 45. WHY SHOULD YOU CARE? MARKETERS • • • • • • Social appending existing data Social (inbound) search Social segmentation Conversational trending & marketing Influencer marketing Automated campaign integration SALES • • • Copyright © 2013 CleverTouch Marketing. All rights reserved. Social listening Social search Social selling • TIP #8 : CHECK OUT „SOCIAL SELLING‟ TAKE IT BACK TO SALES
  46. 46. SOCIAL INTELLIGENCE THE MARKETPLACE Copyright © 2013 CleverTouch Marketing. All rights reserved.
  47. 47. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  48. 48. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  49. 49. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  50. 50. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  51. 51. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  52. 52. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  53. 53. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  54. 54. WHERE IS SOCIAL INTELLIGENCE GOING? Real time conversational marketing & engagement Social intelligence for proactive sales engagement & social selling Automated segmentation Inbound search Conversation analysis Real-time prospect alerting Social scoring for Marketing Automation Copyright © 2013 CleverTouch Marketing. All rights reserved. Social Intelligence analytics for CRM
  55. 55. THE CHANGE MARKETER; YOUR PRIORITIES FOR 2014 1. Take new thinking to your Sales Organization Drive a common language in you sales and marketing. Quantify your Lead Leakage & SG&A wastage. Consider SOCIAL SELLING Evolve from ROI Model – SOSTAC, go on google it. – Focus on the information architecture and not application architecture – – Social (again) Data Governance – – Time to marketing Campaign length – – – 2. – – – – Learn to love Workflow Responsive design Journey = Content Have a Marketing Plan 3. Put in place a Marketing Infrastructure 4. Evolve from Brand Manager to Reputation Managers 5. 6. Think about TIME differently Put Content into perspective, Intelligent Engagement Copyright © 2013 CleverTouch Marketing. All rights reserved.
  56. 56. LOOK BEYOND THE FEATURES 1. Creativity alone is not the basis of outperformance. 2. A science-based approach means that ROI can be replaced with marketing forecasting 3. Your role is to drive change and translate what the technology can do. 4. Vigorously pursue a reduction of silos and long-term campaigns & thinking 5. Leave a legacy… ( & use SOSTAC) Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved.
  57. 57. X P.S. FINAL TIP # MARKETING SHOULD BE A SOURCE OF INNOVATION…….......BUT BEFORE YOU CAN THINK OUTSIDE THE BOX, YOU NEED TO CREATE IT FIRST. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  58. 58. www.clever-touch.com Copyright © 2013 CleverTouch Marketing. All rights reserved. 58
  59. 59. Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team. October 2013 Copyright © 2013 CleverTouch Marketing. All rights reserved.

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