Inbound Marketing in the Contact Center Marketplace


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Overview of Inbound Marketing in the Contact Center Marketplace.

Provides a mini-case study of echogravity's inbound marketing success with a contact center software provided.

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Inbound Marketing in the Contact Center Marketplace

  1. 1. Inbound Marketing in the Contact Center Marketplace<br />
  2. 2. Customer Acquisition is Difficult and Slow<br />Long sales cycles, complex selling process, competitive environment, diminishing sales returns.<br />Lack of Predictable Lead Generation<br />Reliance on cold calling, little-to-no inbound sales leads, first meeting acquisition is less than optimal.<br />Little-to-no Brand Awareness in the Marketplace<br />Unknown in the marketplace, “old” PR and awareness tactics no longer are effective, positioning is off point.<br />Data Foundation is Missing or Broken<br />CRM contains bad/missing contact and account data, no base to leverage high functioning sales and marketing plan implementations.<br />Common Business Challenges Contact Center Marketplace<br />2<br />
  3. 3. Who is echogravity<br />3<br />Kevin O’Brien<br />Brian Jameson<br />Soledad Di Paola<br /><ul><li>Marketing Strategy and Leadership in Contact Center Software industry
  4. 4. Content Writing
  5. 5. 20 yrs B2B Solution Sales</li></ul>- Contact Center Product Strategy<br />- Market Research and Competitive Intelligence <br />- Content Writing <br />- B2B Solution Sales<br />- Data and Research <br /><ul><li>Competitive Research
  6. 6. SugarCRM Manager</li></li></ul><li>Contact Center Ecosystemechogravity Center of Knowledge<br />4<br />
  7. 7. BPOs<br />Customer Care<br />Sales, Up Sell and Cross Sell<br />Direct Response<br />Enterprise Contact Centers / Captive Centers<br />Customer Care/Experience Organizations<br />Consumer Products/Services Companies<br />Who are our clients prospects?<br />5<br />
  8. 8. Our Three Building Blocks<br />6<br />
  9. 9. What we do exactly<br />7<br />
  10. 10. ChallengeZero footprint in the market and no inbound lead generation. Needed a shift from a channel sales model to a direct sales model.Sales required marketing support for lead generation, target audience identification, market knowledge, and general positioning in the marketplace. <br />Success StoryContact Center Software<br />8<br />
  11. 11. Sales and Marketing Data<br />Contact Lists<br />Target Account Lists<br />Website<br />Effective Calls to Action<br />Analytics<br />Content<br />SEO Ready<br />Success StoryBuild the Foundation- CRM Data and Inbound Website<br />9<br />
  12. 12. Define the Audience<br />Define the Specific Buyer Personas<br />Determine Reasonable Content Publishing Schedule Targeted at Buyer Personas/Audience<br />Determine social channels and 3rd party aggregators that match target audience preferences.<br />Optimize SEO<br />Deliver, test and execute<br />Measure Results<br />Fine Tune/Repeat<br />Success StoryCrafting an Inbound Marketing Strategy<br />10<br />
  13. 13. Success StoryContent Marketing - Blogging, Tweeting, Case Studies, Primary Research and Whitepapers<br />11<br />Writing White Papers Positioned Company as Expert and Industry Thought Leader backed by Research<br />Client Interviewing and Case Study Writing to aid buying process<br />Consistent and relevant blogging keeps audience engaged<br />
  14. 14. Success StoryDistributing Content and Becoming Known<br />12<br />
  15. 15. Success StoryWebsite Conversion and Lead Generation<br />13<br />Create leads and new contacts for Sales Team<br />Create effective Calls-to-Action<br />
  16. 16. Success StoryLead Generation Measures and Insights<br />14<br />Email Campaign Delivery and Reporting<br />Find out what content your audience engages in<br />Engage them in a multi touch point series<br />
  17. 17. Success StoryUtilizing Search and Optimization<br />15<br /><ul><li>Inbound marketing creates traffic
  18. 18. Utilize SEO for generating awareness
  19. 19. Increase pageviews, time on site and overall engagement of your message and content</li></li></ul><li>Success Story Sales and Marketing Integration<br />16<br />Clearly defined process was established with well executed and targeted messages. (email 1, call 1, email 2, call 2, …).<br />Leads were generated by marketing and handed off to sales teams for follow up. <br />Sales distributed marketing collateral and published content to keep sales process moving.<br />Requests for data and market info came from sales.<br />Feedback from the “Field” helped marketing evolve messaging/positioning. <br />
  20. 20. Success StoryThe Results in just 12 Months<br />17<br /><ul><li>Content and Inbound Marketing Strategy Defined and Executed
  21. 21. Led to over 200 initial Prospect Discovery Meetings
  22. 22. Blogging Drove Significant Interest in the Brand(syndication on 2 major industry websites, 20,000+ total blog views)
  23. 23. Whitepaper and Case Study Creation (1000+ Downloads)
  24. 24. Market Survey and Report Creation: 60+ leads
  25. 25. Social Media (Developed focused following and engagement process)
  26. 26. Doubled Search Traffic to the Site</li></li></ul><li>Website and Data Foundation(Project Based)<br />Create an Inbound Marketing Ready Website<br />Develop and clean the CRM for optimal lead generation<br />Inbound and Content Marketing (Monthly)<br />Developing the Strategy<br />Client Input, Strategic Direction, Inbound Marketing Plan<br />Execution the Plan<br />Writing, Tweeting, Blogging, & Doing<br />Measuring our Success<br />Weekly or Monthly Inbound Marketing Dashboards based on desired outcomes<br />How we workengaging echogravity<br />18<br />
  27. 27. Get Found<br />Awareness Increases with your Target Audience<br />Get Leads<br />Buyer Personas download and read your content <br />Audience responds to Surveys, Blog Posts, Case Studies, Papers, Videos, and more <br />Engage with website calls-to-action<br />Get Customers<br />High ROI: 1 new customer in 12 months pays for our services<br />Our work is available to your customer base 24/7<br />Expected resultsGet Found, Get Leads, Get Customers<br />19<br />