Engage 2013 - The new role of the marketer


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The intersection of technology and marketing is happening … learn how the latest tools from Microsoft can help the marketer be more effective.

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Engage 2013 - The new role of the marketer

  1. 1. The New Role of the Marketer Eric Raarup Chief Marketing Technology Officer
  2. 2. Goals for Today • Discuss the key trends impacting marketing • Understand the evolution of marketing and the role technology plays • Showcase the Microsoft technology landscape for marketers The Intersection of Technology and Marketing
  3. 3. Marketing and Technology Like Chocolate and Peanut Butter
  4. 4. The New Role of the Marketer The Intersection of Marketing and Technology
  5. 5. Trends impacting marketers today Mobility 1billion smartphones by 2016, 350M of those being used at work Social 82 % of the world's online population engages in social networking Cloud 50 % of enterprise customers are “on the road” to cloud Data 1.8 zettabytes of digital data were in use worldwide in 2011, up 30% from 2010. Content top10 Content marketing is on many marketing leaders top 10 Capture Nurture AnalyzeOur Focus Today: Demonstrating how technologies from Microsoft can help you be an effective marketer
  6. 6. The Technologies of a Marketer Email Optimization Email Service providers Sales automation Marketing Automation DB Marketing Social Marketing Management Data warehouse Marketing Data Landing pages SEO Content Management Systems Community Translation Feedback / Surveys Payments Advertising Mobile Web Social Login Gamification Video DAM Analytics More Source: Luma Partners
  7. 7. Marketing with Microsoft An ecosystem of solutions for marketing State of the State Services / Strategy Add-Ons Core
  8. 8. Microsoft Dynamics CRM The Core System for Customer / Prospect Information Cases Incidents Ticket Mgmt Queues More Campaigns Marketing lists Email Literature More Accounts Contacts Leads Opportunities More
  9. 9. Sales Force Automation with Dynamics CRM
  10. 10. Service Management with Dynamics CRM
  11. 11. Marketing Automation with Dynamics CRM
  12. 12. ClickDimensions Marketing Automation Add-on for Dynamics CRM Web Tracking Campaign Tracking Landing Pages Email Marketing Social Discovery Drip Marketing Lead Scoring Form Capture Search/Advertising API (with Event and eCommerce Tracking) Surveys Subscription Management
  13. 13. Driving revenue through web-to-lead conversion by connecting CRM with your website to track and convert visitors1.
  14. 14. Goal: Improve ROI from website • Requires integration between website and backend systems • Ideally capture information in CRM to build out profiles • Track / score leads based on activity on the site Turn web visitors into marketing qualified leads (MQL)
  15. 15. Web to Lead Converting anonymous web visitors to leads ConvertIP Organization Anonymous Visitors ? ? ? Self Identify ✔ ✔ ✔
  16. 16. Use Case Contact Us Form on Website The submission of this form – Automatically creates a lead (or updates a contact) in CRM – Automatically associates all anonymous browsing history (site visits / page views) to the lead or contact record
  17. 17. Leveraging ClickDimensions Web Tracking in CRMCapture every view and visit
  18. 18. Convert from anonymous to known Leveraging ClickDimensions online forms for Call To Action (CTA)
  19. 19. Summary: Web to Lead • Integrating website to CRM can improve lead process • Scoring leads can drive activities for follow up • Providing intel on web activity can help qualify lead for sales
  20. 20. 2. Align a content marketing strategy through lead nurturing automation to capture mindshare and convert suspects to prospects
  21. 21. Goal: Leverage content marketing for nurture • Drip content to target prospects • Track effectiveness based on stats • Hand off to sales at the right point Nurturing with content can help build brand / leads
  22. 22. Drive awareness in areas of suspected interest to a prospect using a 3 step email nurture program over a period of (n) days Lead Nurturing Concept Email based approach If engaged, then becomes MQL and goes to sales Prospect Determine Persona Initiate Nurture flow Email 1 Email 2 Email 3 Disqualify Email 1: Example: Analysts perspective / research Email 2: Example: Customer case study Email 3: Example: Our recommended approach
  23. 23. Lead Nurture Workflow
  24. 24. Summary: Lead Nurture • Lead nurturing can play key role in content marketing strategy to get key content into hands of prospects • Once workflows are defined they can be run on a lead • Easily qualify / disqualify based on actions
  25. 25. Gain better insight into your customers by visualizing information from multiple systems 3.
  26. 26. Data … Big Data 80%growth of unstructured data is predicted over the next five years. 1.8 zettabytes of digital data were in use worldwide in 2011, up 30% from 2010.
  27. 27. Key challenges with growth of data • More challenging to manage • More challenging to analyze and make decisions • Not just databases you own … social is a big driver of data growth More and more difficult to gain customer insight
  28. 28. Mr./Ms. Marketer … Meet Excel 2013 Visualizing and Analyzing large volumes of data Excel 2013 PowerPivot Analyze millions of rows of data PowerView Visualize info quickly in multiple ways
  29. 29. PowerView
  30. 30. Dem o
  31. 31. Power Map A new way to look at the earth
  32. 32. Summary: Customer Insight • Truly understanding your customer may involve looking at data from multiple systems • Data may live outside your organization • Align the right visual to the right information
  33. 33. A look into the future
  34. 34. Key challenges with Social • Monitoring what is being said about your brand • Multiple Channels • Gauging sentiment across social media channels Moving target can be challenging to staff
  35. 35. Social Analytics / Sentiment Netbreeze
  36. 36. + MarketingPilot brings strong Integrated Marketing Management (IMM) capabilities to the Microsoft Marketing toolset with a focus on resource and spending management plus integration with Dynamics CRM
  37. 37. MarketingPilot MarketingPilot brings a new level of marketing functionality to Dynamics
  38. 38. A look ahead
  39. 39. CRM Awesome www.crmawesome.com
  40. 40. A Great Blog to Follow www.chiefmartec.com Popular Posts Agile marketing for a world of constant change 5 meta-trends of modern marketing The big data bubble in marketing Engineers are becoming a lot like marketers Everything is marketing, everyone must be agile Data as a new marketing channel
  41. 41. Don’t forget to fill out your surveys www.avtex.com/engage Browse to this session and the survey questions are below the session description
  42. 42. Thank You!