Opportunities beyond the funnel - Introducing the "sales robot"
•Download as PPTX, PDF•
1 like•568 views
1) The document discusses a new approach to marketing called sales-driven marketing that focuses on customer lifecycle management through engagement tactics like nurturing, triggering, and identifying customers. 2) It proposes creating hundreds of ongoing marketing programs instead of individual campaigns to achieve scalability and outlines the skillset like marketing, analytics, technology, and testing needed to implement this approach. 3) The goal is to manage customers through each stage from suspect to lead to customer and drive growth through tactics like content, advertising, and data-driven personalization across the lifecycle.
Recommended
More Related Content
What's hot
What's hot (19)
Similar to Opportunities beyond the funnel - Introducing the "sales robot"
Similar to Opportunities beyond the funnel - Introducing the "sales robot" (20)
More from Avaus
More from Avaus (20)
Recently uploaded
Recently uploaded (20)
Opportunities beyond the funnel - Introducing the "sales robot"
- 3. The leading marketing innovator in the Nordics 500 MILLION Customer interactions delivered 49% GROWTH Annually during last five years Working on Sales- Driven marketing 160.000 HOURS In strategy, content, advertising, data, and technology 75 PEOPLE
- 4. Content and programs Customer and web analytics Smart advertising Marketing technology Strategy
- 5. 1 2 3Why do we need it? What is it? How to make it work?
- 6. 1 2 3Why do we need it? What is it? How to make it work?
- 8. Data
- 10. Automation
- 11. 1 2 3Why do we need it? What is it? How to make it work?
- 12. 13
- 13. 14
- 15. The Sales Robot Blueprint Tracks & scores customer behavior Does not run on coffeine Has a briefcase full of engagement tactics Triggers personal dialog with customers at the right moment Focuses only on relevant opportunities Helps sales people to close more deals TM
- 17. The goal is customer lifecycle management... € SUSPECT LEAD CUSTOMER CUSTOMER LIFECYCLE MANAGEMENTLEAD GENERATION Direct Mail LEAD MANAGEMENT Social Media Advertising Content Download Nurturing 1 Nurturing 2 Nurturing N Search Dialogue A Dialogue B Dialogue C Dialogue N Trigger 1 Trigger 2 Trigger 3 Trigger N
- 18. ...with the engagement tactics Identify Nurture Engage Trigger • Lead scoring • Light trigger • Light nurturing • Complex nurturing • Nurturing + advertising • Activation of recycled leads • Abandoned cart • Meeting / call follow-up • Target group e-mail blasts • Advertising & lead generation • Account-based marketing • Real-time personalization • Lead generating content • Interactive content • Post sales ”thank you” • Newsletter • Dynamic subsription management • Cross/up-sell • Event invitation • Service messages • Satisfaction surveys • Activation of passive customers • Contract renewals • Churn prevention • Next-best offer • Sensor-based trigger alert • Sensor-based up- and cross sell
- 19. The Engagement Tactics Gallery By Avaus Marketing Innovations B2B Edition
- 20. 1 2 3Why do we need it? What is it? How to make it work?
- 21. CAMPAIGN PLANNING CONTENT CREATION SETUP / LAUNCH RESULTS / MEASUREMENT CAMPAIGNS: PROGRAMS: PLANNING ASSET CREATION SETUP OPERATIONS PLANNING ASSET CREATION SETUP OPERATIONS PLANNING ASSET CREATION SETUP OPERATIONS TEST MEASURE ITERATE TEST MEASURE ITERATE TEST MEASURE ITERATE TEST MEASURE ITERATE TEST MEASURE ITERATE TEST MEASURE ITERATE From projects to processes
- 22. Scalability is the goal Reac h Impact Mass marketing Individual campaigns To-be Hundreds of programs
- 23. Growth hacking skillset is needed MarketingAnalytics Technology Testing & coding Tactics & content Customer insight GH
- 24. A new way of organizing 25 CMO Online Events Products CMO Demand gen & nurturing Analytics & technology Customer experience vs.
- 25. Why do we need it? What is it? How to make it work? 1 2 3 • Digitalization • Data • Cloud & APIs • Filling the funnel • Up- and cross- selling • Churn management • From projects to process • Scalability • Growth hacking
Editor's Notes
- B2B alkaa muistuttamaan B2C-maailmaa jne kaikki tietää tämän
- Dataa generoituu valtavasti Internet of things tulee kasvattam aan datan määrää entisestään erityisesti B2B:ssä Ciscon mittari yli 15 miljardia ihmistä, prosessia ja asiaa kytkettynä verkkoon. Tulee olemaan yli 20 miljardia by end of next year.
- Tältä asiakkaan polku näyttää tällä hetkellä, dataa on mutta kukaan ei tee mitään
- Pilvi tuo palvelut kaikkialle API:t mahdollistaa kaiken yhdistämisen API:t korvaa middle managementin
- Joten myyjien määrä vähenee
- Mitä Sales robot ei ole: Cybernetic organism with living tissue over metal endoskeleton
- It’s not an AI that eventually turns out be bad for humans – yet at least
- These are my two favorite shapes when it comes to consulting Some people claim that the funnel metaphor is dead – but they don’t see the point: it’s still a numbers game and you’ll always have a funnel But what is important is the shape of the funnel – and that’s something for the sales robot It helps to fill the funnel from the top and it helps to narrow it down from the middle – sales people focus only on the relevant leads Finally the customers end up from the funnel to the customer base – which is almost always a sort of pyramid
- Organisaatiot muuttuvat KPIt muuttuvat Amrkkinoijan mittareissa on kuinka paljon pipelineä se on tuottanut
- Organisaatiot muuttuvat KPIt muuttuvat Amrkkinoijan mittareissa on kuinka paljon pipelineä se on tuottanut