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1
Turn your Digital Channel
up to 11
a framework for success
in the age of the
Connected Customer
We are all technology companies now.
As we in "Generation C" (the Connected generation)
reveal our behavior, needs and pre...
3
The digital channel…
1. Better customer relationships. By helping today’s Connected Customer do their
research and prepa...
Year after year, analyst firms publish CXO surveys reporting that their
transformation projects - involving CRM, email, sa...
5
The digital channel…
By contrast, Fan Foundry’s business transformation clients almost uniformly
report results that exc...
Ask: Whom should you involve, and how? Who cares about what, and why?
Every line in this hexagon connects conversations ab...
Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements.
Data
demographic • firmographi...
Channels
web • email • print
event • video • social
Data
demographic • firmographic
behavior • purchase • preference
Workf...
Example 2: Each Channel has unique Team, Content, Data, Workflow and Audience requirements.
Data
demographic • firmographi...
When you have finished asking “Who cares about what, and why?” from all 6 perspectives,
you have significantly raised your...
11
Here are a few more preparatory questions to ask yourself.
Has can “going digital” helped us to …
• deliver a seamless ...
In the age of Generation C, the Connected Customer,
it has never been more essential to transform.
All you needed was the ...
BI & Business Development
Email Marketing
Content Marketing
SFA / CRM / Database
Appendix: An Agile Marketing, Sales and S...
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Turn your digital channel up to 11

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If your future vision involves serving Generation C (Connected), aligning your people process and technology to improve operations and heighten customer loyalty, then this brief business transformation blueprint is for you. Gleaned from dozens of successful client transformation projects, we have distilled the essential success factors to help you amp up your digital channel.

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Turn your digital channel up to 11

  1. 1. 1 Turn your Digital Channel up to 11 a framework for success in the age of the Connected Customer
  2. 2. We are all technology companies now. As we in "Generation C" (the Connected generation) reveal our behavior, needs and preferences in our online journeys, those technologies that offer easier, more transparent and cheaper ways to interpret our needs and help fulfill them are winning favor, disrupting industries, and transforming world economies. How is your transformation going? 2
  3. 3. 3 The digital channel… 1. Better customer relationships. By helping today’s Connected Customer do their research and prepare to buy before they even talk to us, we improve our reputation by delivering a more satisfying user experience, meeting them at their starting point: online. 2. Reduced cost of sales. Better-informed customers often buy more. Educated customers are more satisfied and loyal. This reduces our cost per sale. We can afford to improve. All of these factors add up to greater Customer Lifetime Value. 3. Better insight. By observing people’s online behavior and journey steps, we can improve our marketing and sales response, prioritizing our responses to each individual based on indications of interest and intent. We can also do our R&D by learning which products and features they seek, and direct our energies to give them more of that. 4. Better treatment. We can awaken inactive but interested leads with periodic opt-in and follow-up touches, so they remember us when they decide to buy. 5. Efficient operation. With the right analytics tools, all that data helps us understand our success factors, reward success more effectively, standardize best practice, and eliminate waste. We run leaner. That gives us more money to improve for customers. 3
  4. 4. Year after year, analyst firms publish CXO surveys reporting that their transformation projects - involving CRM, email, sales automation, marketing automation and social technologies - often get derailed, deliver lackluster results, or sometimes even outright fail. This is not a tenable option. Common challenges include: 4 Defining a customer experience strategy Designing with sales, service and support staff as the primary users integrating social selling and marketing automation Leveraging dealflow management and sales coaching opportunities Embedding best practice sales methodology Applying “record of truth” data quality throughout the customer lifecycle The digital channel…
  5. 5. 5 The digital channel… By contrast, Fan Foundry’s business transformation clients almost uniformly report results that exceed expectations. What do our successful client projects have in common? We consider: Audiences - users, buyers, customers, partners, prospects, public Channels - web, email, print, event, video, social Teams - marketing, sales, service, commerce, product, payment Workflows - IT, sales, marketing, ecommerce, service, product, R&D Content - Themes, formats, stories, journey stages Data - demographic, firmographic, behavior, purchase, preference
  6. 6. Ask: Whom should you involve, and how? Who cares about what, and why? Every line in this hexagon connects conversations about influences, impacts and outcomes. Our “Going Digital” Success Framework The people, process and technology considerations Data demographic • firmographic behavior • purchase • preference Workflows IT • sales • marketing ecommerce service • product • R&D Content themes • formats • stories journey stages Audiences users • buyers • customers partners • prospects • public Teams marketing • sales service • commerce product • payment Channels web • email • print event • video • social 6 Ask: who cares about what, and why?
  7. 7. Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements. Data demographic • firmographic behavior • purchase • preference Workflows IT • sales • marketing ecommerce service • product • R&D Content themes • formats • stories journey stages Audiences users • buyers • customers partners • prospects • public Teams marketing • sales service • commerce product • payment Channels web • email • print event • video • social 7 Our “Going Digital” Success Framework The people, process and technology considerations
  8. 8. Channels web • email • print event • video • social Data demographic • firmographic behavior • purchase • preference Workflows IT • sales • marketing ecommerce service • product • R&D Content themes • formats • stories journey stages Audiences users • buyers • customers partners • prospects • public Teams marketing • sales service • commerce product • payment Example 1: Each Audience has unique Channel, Team, Content, Data and Workflow requirements. 8 Our “Going Digital” Success Framework The people, process and technology considerations
  9. 9. Example 2: Each Channel has unique Team, Content, Data, Workflow and Audience requirements. Data demographic • firmographic behavior • purchase • preference Workflows IT • sales • marketing ecommerce service • product • R&D Content themes • formats • stories journey stages Audiences users • buyers • customers partners • prospects • public Teams marketing • sales service • commerce product • payment Channels web • email • print event • video • social 9 Our “Going Digital” Success Framework The people, process and technology considerations
  10. 10. When you have finished asking “Who cares about what, and why?” from all 6 perspectives, you have significantly raised your likelihood of transforming your organization to compete effectively and improve customer lifetime value. Data demographic • firmographic behavior • purchase • preference Workflows IT • sales • marketing ecommerce service • product • R&D Content themes • formats • stories journey stages Audiences users • buyers • customers partners • prospects • public Teams marketing • sales service • commerce product • payment Ask: who cares about what, and why? Channels web • email • print event • video • social 10 Our “Going Digital” Success Framework The people, process and technology considerations
  11. 11. 11 Here are a few more preparatory questions to ask yourself. Has can “going digital” helped us to … • deliver a seamless customer experience ? • gain visibility and provide support throughout the customer lifecycle ? • build a reliable, single source of truth about customers and revenue? Here are some potential benefits you can treat as measurable outcomes. Grow revenues Improve forecasting accuracy Reduce customer churn Improve revenue predictability Improve renewals Provide a single datasource of truth Improve sales execution Achieve a 360 degree view of customers Create a transparent pipeline Support entire customer lifecycle Support deal coaching Empower everyone to help clients More Thought-starter questions
  12. 12. In the age of Generation C, the Connected Customer, it has never been more essential to transform. All you needed was the right partner, and here we are. Accelerate your transformation today. Ed Alexander Chief Digital Consultant ed@fanfoundry.com +1 (781) 492-7638 USA East For more information, contact:
  13. 13. BI & Business Development Email Marketing 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 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 Next best offer 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 Customer Lifetime 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 Mutual Value Marketing Automation SystemsofEngagement SystemsofRecord Asset Management Contact: Ed Alexander, Chief Digital Marketer ed@fanfoundry.com (781) 492-7638 USA East13

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