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

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