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Fan Foundry
Fan Foundry
Fan FoundrySales and Marketing Technologist at Fan Foundry

The new normal: C.H.A.O.S.: Customers Have Altered Out Strategy. Here's how we help you make customers happen.

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How Customers Happen
through
People ● Process ● Technology
A capabilities briefing from
Business
Intelligence
Content
Marketing
Email
ReputationSocial
!
Automation
The new normal: C.H.A.O.S.
(Customers Have Altered Our Strategy)
Embrace the chaos! Customer behavior
is changing quickly, creating opportunity
for the nimble and prepared.
Our approach:
MAAS - Marketing as a Service.
We help you become more savvy, build
capability, evolve, and grow revenue.
We help you, your customers and
opportunity find each other.
Whatever your objectives, we work with
you to build success in the fast evolving
customer driven world.
Your customer’s value journey
may not be linear ...
… but it can be discovered and managed.
We are now all “Generation C” (Connected).
Do you make Connection easy for your
customer? We make that possible.
With MAAS (Marketing as a Service), we help
you modernize your people, process and
technology to build a shared customer view
so anyone in your organization can engage,
fully informed, and have the right customer
conversation. No more blind dates, dropped
balls, or forgettable e-blasts.
Instead: a nimble, elevated relationship
and an enhanced value exchange, where
you and your customers know which next
action is most profitable and valuable.
Where you can deliver satisfaction with
speed, accuracy, consistency and reliability.
Enough about B2B and B2C.
Today it’s E2E: Everyone to Everyone.
Do you know
your customer
as well as they
know you?
How Generation C behaves
Organizations with robust omni-channel
environments convert sales at a rate
nearly three times higher than other
organizations who have limited or
poorly built online environments.
It isn’t easy. To complicate matters,
Generation C is actually many
audiences, each with its own level of
online comfort and behavior.
How are you communicating with
Generation C? How do you enable
them to communicate with you and
one another, in ways that shape your
brand value? We can help there.
Credit, McKinsey & Company
Generation C has many audiences
Sales Marketing
People
Direct sales, Support
and Enablement
Brand Activation,
Audience Development
Advisory, Project and Direct Roles
Process
Demand Generation,
Pipeline, Forecasting,
Account Development
Email, Social, Mobile,
Event, Web,
Omni-channel,
Multimedia
Technology
Sales & Marketing Automation, Web, CRM,
Email marketing, Data Analytics, Digital Media
Through our MAAS solution set, we give you the people, process and technology
resources your organization requires to evolve, extend and excel.
Marketing as a Service (MAAS)
We help you to assemble all relevant
stakeholders to clarify strategy and
tune tactics around sales, services,
marketing, customers and audiences.
Each of our clients has unique needs
and goals. We respond with a blend of
people and services to create solutions
that increase Customer Lifetime Value.
Whether you feel daunted by choices
or wish to exploit the potential of a
solution you’ve adopted, we help you
benefit from your investment.
Our Strategic Services
With your markets, strategies and processes well defined,
your people, process and technology can align to deliver fuller value.

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Fan foundry engagement options

  • 1. How Customers Happen through People ● Process ● Technology A capabilities briefing from Business Intelligence Content Marketing Email ReputationSocial ! Automation
  • 2. The new normal: C.H.A.O.S. (Customers Have Altered Our Strategy) Embrace the chaos! Customer behavior is changing quickly, creating opportunity for the nimble and prepared. Our approach: MAAS - Marketing as a Service. We help you become more savvy, build capability, evolve, and grow revenue. We help you, your customers and opportunity find each other. Whatever your objectives, we work with you to build success in the fast evolving customer driven world. Your customer’s value journey may not be linear ... … but it can be discovered and managed.
  • 3. We are now all “Generation C” (Connected). Do you make Connection easy for your customer? We make that possible. With MAAS (Marketing as a Service), we help you modernize your people, process and technology to build a shared customer view so anyone in your organization can engage, fully informed, and have the right customer conversation. No more blind dates, dropped balls, or forgettable e-blasts. Instead: a nimble, elevated relationship and an enhanced value exchange, where you and your customers know which next action is most profitable and valuable. Where you can deliver satisfaction with speed, accuracy, consistency and reliability. Enough about B2B and B2C. Today it’s E2E: Everyone to Everyone. Do you know your customer as well as they know you?
  • 4. How Generation C behaves Organizations with robust omni-channel environments convert sales at a rate nearly three times higher than other organizations who have limited or poorly built online environments. It isn’t easy. To complicate matters, Generation C is actually many audiences, each with its own level of online comfort and behavior. How are you communicating with Generation C? How do you enable them to communicate with you and one another, in ways that shape your brand value? We can help there. Credit, McKinsey & Company Generation C has many audiences
  • 5. Sales Marketing People Direct sales, Support and Enablement Brand Activation, Audience Development Advisory, Project and Direct Roles Process Demand Generation, Pipeline, Forecasting, Account Development Email, Social, Mobile, Event, Web, Omni-channel, Multimedia Technology Sales & Marketing Automation, Web, CRM, Email marketing, Data Analytics, Digital Media Through our MAAS solution set, we give you the people, process and technology resources your organization requires to evolve, extend and excel. Marketing as a Service (MAAS)
  • 6. We help you to assemble all relevant stakeholders to clarify strategy and tune tactics around sales, services, marketing, customers and audiences. Each of our clients has unique needs and goals. We respond with a blend of people and services to create solutions that increase Customer Lifetime Value. Whether you feel daunted by choices or wish to exploit the potential of a solution you’ve adopted, we help you benefit from your investment. Our Strategic Services With your markets, strategies and processes well defined, your people, process and technology can align to deliver fuller value.
  • 7. 2. Customer Engagement We help your team build capability so anyone can have the right conversation with the right person at the right time in the right context, on the right channel, building loyalty and revenue. 1. Audience Relations We help you identify audiences, gain new actionable insights and confidently communicate with greater relevance to enhance relationships, add value and boost revenue. Our Tactical Services Content, Conversation and Conversion Content and data can help you cultivate highly relevant one-to-one relations among your target audience members to improve sales, marketing, service and value. We can help you boost the ROI of your technology solutions with:
  • 8. Our Tactical Services (continued) 3. Rich Relevance We help you build expertise to create compelling content, recombine it, and build personalized, relevant interactions with people in various stages of engagement. We help you exploit mobile and social technologies to improve relevance across time, device and location. 4. Reporting and Insight We deliver interpretive tools based on your own data so you can quickly identify the most impactful actions, pivot nimbly, and act confidently. Content (attract) Conversation (engagement) Community Customer Conversion form data demo/trial requests sales orders Social Object • Picture • Video • Blogpost • Profile • Event • Link • Vote • Document • Survey • Review • Blog comment • Status update
  • 9. Our Tactical Services (continued) 5. Analytics We give you the analytics services and support you need to get actionable insight from your data. The more you know about customers and prospects, the better you can engage them on their chosen channels. We help you connect better to improve response rates, boost revenue and increase Lifetime Customer Value. Put an end to analysis paralysis. Our data analytics and visual reporting expertise help you measure what matters to gain insight and take action. Data Information Analysis & Insight Decisions Structured Semi-structured Unstructured Physical Virtual Contextual Societal Performance Deduction Inference Prediction Next best action Prevention Suggestion No action
  • 10. Conceive Take an idea and develop it on-brand for you Design Craft a compelling visual and verbal story Package Assemble the message into a post, .pdf, etc. Showcase Identify and engage a target audience Channelize Optimize it for each channel Our Tactical Services (continued) 6. Visual Storytelling We are now all media companies, and yet few organizations or agencies have the in-house talent to deliver a responsive, same-day result that gets results. We have the talent to: Client Example: Crushing it on LinkedIn. This is how they do it.
  • 11. Strat Pack We evaluate your performance against goals to help you gain perspective. - or - Project Management We jointly develop initiatives that meet your evolving needs, with dedicated resources and hands-on involvement. - or – Team Play We augment your team with expert talent for tactical execution on key initiatives. Our Operational Services + When you need to gain perspective, we are ready to advise, engage and perform, with just the right level of assistance to help you execute on strategy.
  • 12. Our Capability Clusters MARKETING ALIGNMENT Market analysis, product marketing strategy, customer value journey maps, ROI analytics, marketing plans, revenue planning, mobile-first audits. DIGITAL MARKETING Includes content and systems: Sales Process mapping; Content mapping; content marketing; Multimedia content creation; buyer journey mapping; database development; system selection, integration, optimization; ROI analytics. EVENT MANAGEMENT Fill seats at signature events in online and arena venues: Online marketing - portals, email, social; Ticketing and audience management; speaker/sponsor recruitment; Host Site relations; public relations; media relations. EMAIL MANAGEMENT Our client email campaigns get “best in class” results. Email management services can scale to suit any budget and audience, and include: Campaign design; Omni- channel distribution and social integration; Delivery and Optimization; Landing page conversion; sender reputation management. SALES ALIGNMENT Digital strategy; Account research; demand generation; multi-touch Inside Sales programs; Lead Management; Campaign Management; Social Selling; Modular content; Predictive analytics; CRM optimization and user adoption. BRAND ACTIVATION Brand Usage Guides; Brand Design; Asset development (video, audio, collateral); Brand Journalism; Omni-channel distribution; sentiment insights; performance measures. SOCIAL MEDIA, SOCIAL BUSINESS Channel setup and user training; Community and Influencer development; Social Business training; Crisis Planning; Tweetchats; Promotion campaigns; Reputation Monitoring; Customer and Community management; Sales conversion. INTERACTIVE DESIGN Websites and microsites; User Experience; Buyer Journey; Campaign Landing Pages; Logo & Graphic design; Digital Photography; Campaign and brand support.
  • 13. Engagement Options Description Key Advantages What you get Value Control Flexibility Managed Service Provider (MSP) “Strat Pack” Performance Review Team Player Project Activation, Staff Augmentation Project / Program Management Clearly defined set of services. Setup fee plus ongoing flat or near-fixed monthly fee. Free up internal resources. Outsource ongoing innovation. Predictable monthly budget. Greater value from your investment. Tap expertise in social selling, content marketing, CRM administration, agility training, user adoption, governance and policy development. Complementary expertise to fill knowledge gaps. Gain new objective perspective. Project fee. Carve out a specific operational review Integration of external resources with your in-house team for critical transformation projects. Add contractors as demands change. Least expensive, most flexible method. Monthly fee. Access a full range of experts on demand. Elasticity. Outsider perspective. Best cost/control option. Faster need fulfillment for deep expertise in specific areas. Flexible terms - contract, convert to hire, or direct hire. Outsource entire projects. Our firm partners with you. Deep domain, business process and technology expertise. Phase-based project fee schedule. Access to expertise and proven methodologies. Business transformation partner. New levels of performance within and across workgroups. Better adoption of technologies and processes.
  • 14. It has never been more essential to transform. All you needed was the right partner, and here we are. Start your transformation today. Ed Alexander Chief Digital Consultant ed@fanfoundry.com +1 (781) 492-7638 USA East For more information, contact:
  • 15. Asset Management BI & Business Development Email Marketing Marketing Automation Content Marketing SFA / CRM / Database Appendix: An Agile Marketing, Sales and Service Governance Platform Public Visitor Lead Prospect Customer Lead Scoring – conversion, click-through, multichannel interaction, form fill, downloads, social interaction Personalized Journeys – Sales engagement, Opportunity creation, contact with Buyers, Decision Makers and Influencers Campaign Attribution Governance Revenue Attribution SystemsofEngagement SystemsofRecord Community Qualification Route to Sales or Nurture Community Awareness Web, Media, Event, Social, Mobile, App Acceleration Behavioral Triggers to engagement Acquisition Encourage Leads to talk with Sales Call to Action Gather data, drive engagement, retarget Re-engage Prospects who do not buy Purchase Close, Upsell, Support Forecasts Client Development – Conversion, Engage with Sales, Service and Delivery Teams, R&D, Advocacy Incremental Revenue Goals Operating Plans Financial Measures Lifetime Customer Value Value (transaction, relational) as Competitive Advantage Branding & Journey Mapping Development, Activation Revenue Goals Market Segments Need Consider Evaluate Journey ROI Negotiate Use Promote Endorse Value Building
  • 16. Dear B2B: Where to you want to go? How would your customer answer that? What capability do they want to build? Are they seeking to: • Find new buyers? • Increase sales to existing customers? • Increase customer retention? • Reduce the cost of sales and service? Your customers’ answers will guide your own answers to that same question. Then you will know where you want to go. B2B Goals Build Capability