Fanfoundry asks users to answer 3 questions in 3 minutes to determine if they are a fan foundry. The questions cover where the user is now in terms of sales and marketing capabilities, what is working and missing, and how different marketing and sales elements fit together in a closed-loop system. The document provides frameworks to assess maturity levels, the three C's of loyalty involving content, community and conversion, and phases of marketing and sales involving customers, prospects and communities.
The document discusses the future of insight delivery for marketing. It notes that insights will need to be delivered in real-time to keep up with constantly evolving consumer behavior and always-on engagement. Agencies will need to adopt a federated approach to insights that brings together both quantitative and qualitative data from various sources to tell meaningful brand narratives. This will require contextualizing insights around key business questions and human truths. The document provides an example of how Right Intel delivers insights for Kellogg by focusing on specific client needs, curating a mix of relevant content, and sharing knowledge internally in a continual process.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
B2B marketing is dead. Long live marketingSteve Kemish
Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!
The document outlines various customer relationship marketing blueprints using iMarketing automation. It provides visual step-by-step templates for lead generation, nurture campaigns, newsletters, sales qualification, targeted campaigns, and multimode upsells. The blueprints are designed to illustrate typical communication interactions with prospective and current customers from initial lead generation through event marketing and retaining customers.
The document discusses the future of insight delivery for marketing. It notes that insights will need to be delivered in real-time to keep up with constantly evolving consumer behavior and always-on engagement. Agencies will need to adopt a federated approach to insights that brings together both quantitative and qualitative data from various sources to tell meaningful brand narratives. This will require contextualizing insights around key business questions and human truths. The document provides an example of how Right Intel delivers insights for Kellogg by focusing on specific client needs, curating a mix of relevant content, and sharing knowledge internally in a continual process.
Big Data, Bigger Campaigns: Using IBM’s Unica and Netezza Platforms to Increa...graemeknows
Is your organization challenged by the explosion of data and increasing expectations for results? Unica Campaign Management and IBM Netezza appliances can provide capabilities to address and overcome them. This presentation offers customer case histories and performance studies that provide insights in today's world where digital and traditional channels are increasingly intertwined.
Segmentation is a key challenge for marketers that can increase commercial effectiveness and efficiency. While many companies primarily use basic segmentation methods like firmographics, segmentation aims to identify and quantify customer segments with similar profiles, needs, behaviors and expectations to develop tailored value propositions and go-to-market strategies. There are four main segmentation methods - firmographic, needs-based, usage-based, and value-based - that can be used together based on specific business objectives like sales, marketing, finance, and organization. Benefits of segmentation include higher efficiency and effectiveness of initiatives, enhanced marketing focus and optimal budget allocation.
B2B marketing is dead. Long live marketingSteve Kemish
Presentation from TFM&A London in Feb 2013 - looking at why traditional b2b marketing is dead. Goodbye single-channel blast and hope, hello to multi-channel marketing, for ever!
The document outlines various customer relationship marketing blueprints using iMarketing automation. It provides visual step-by-step templates for lead generation, nurture campaigns, newsletters, sales qualification, targeted campaigns, and multimode upsells. The blueprints are designed to illustrate typical communication interactions with prospective and current customers from initial lead generation through event marketing and retaining customers.
Social Media is often overlooked as a sales channel. This presentation gives some practical ideas on how to approach this channel and develop it for lead generation.
A CRM comparison sheet that lets you compare industry's best CRM based on their features and pricing. This comparison by Nayvug Infosolutions shall help you in deciding which CRM solutions to consider based on number of factors listed in the sheet.
Technology Trends in eCommerce 2010 2013Andrew Braun
Below is a presentation I prepared whilst working on the digital roadmap for Coles online, the leading eCommerce grocery business in Australia. It provides a snapshot of some of the key trends facing e-tailers over the coming 12-36 months.
Jeanne hopkins - Journey to the Middle of the FunnelBrent Leary
This document discusses journeying to the middle of the marketing funnel. It outlines 10 reasons why marketing automation fails, such as not serving recipients or being too sales-driven. It then connects inbound marketing to sales conversion and shows how inbound efforts can influence different stages of the sales funnel. The document proposes personalizing the inbound marketing experience for individual users and measuring quality conversions and new leads generated. It envisions next-generation marketing automation that is personalized based on user activity and considers increasing trial usage through reminder emails.
Virtual Marketing Manager from Arrow ECSArrow ECS UK
Your first point of call for information on vendor campaigns and a valuable tool to plan, implement, manage, track and measure the success of their marketing campaigns.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
Campaign pack is a collection of solutions created for Retail Marketing Managers to help them develop, execute, track and analyze campaigns more effectively.
To find out more about Cequity's services visit http://www.cequitysolutions.com/analytical-marketing.php
This document discusses the integration of social media into customer relationship management (CRM). It begins by outlining trends in CRM, such as analytical, mobile, and integrated approaches. Social media is now influencing CRM with users relying on peer opinions. The document then examines how social CRM works, focusing on monitoring platforms, generating content, centralized data storage, and cross-department collaboration. Both best practices like Comcast's use of Twitter for customer service, and worst practices exemplified by Sony's anti-piracy mistakes are reviewed. The conclusion emphasizes that CRM and social networking can improve customer satisfaction when objectives are clear and activities are aligned with goals.
1. The document discusses 6 key tactics for smarter email marketing programs in 2012, including engagement strategies, mobile email, email contact strategies, channel integration, social-email marketing, and email marketing optimization.
2. It provides examples of how to better measure email engagement through metrics like opens, clicks, and revenue over time and by segment.
3. Mobile email is becoming increasingly important as mobile devices surpass desktop computers for internet usage, and the document discusses best practices for mobile email design and targeting customers by device.
The document discusses the importance of social media for companies. It notes that social media has changed communications from one-way conversations to two-way interactions where customers can influence discussions. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides examples of how the eCairn social media platform can help companies map communities, identify influencers, monitor conversations, perform research, and measure impact.
Here are the key points about MMRP Use - True-Ups:
- True-ups is a benefit of Enterprise Agreement contracts that allows customers to install additional products after signing and pay later for future usage.
- This MMRP phase checks if customers have used additional products during the first or second year of the agreement.
- There are 4 touches - 2 at the end of the first year and 2 at the end of the second year. The touches are 60 and 30 days before each anniversary date.
- The touches verify additional usage and allow for cross-sell/up-sell opportunities if the customer is interested in other products.
- The taxonomy and additional info fields help track the agreement and
The webinar discussed how Attensity's Facebook analytics module allows companies to extract business insights from Facebook data. It demonstrated use cases of analyzing customer sentiment regarding marketing campaigns, mergers, and customer service for telecom companies. Attensity's solution offers drag-and-drop dashboards and reporting tools to easily analyze Facebook data and identify trends to improve brand management, customer retention, and marketing.
How Direct Marketing Applies in a Multichannel Marketing Worldamdia
The document discusses how multichannel marketing is affecting various industries and organizations. It notes that purchase decisions are now collaborative rather than linear, and that brands must be with customers along their journeys. It recommends taking a multichannel approach, using data for targeting, and emphasizing measurement and accountability to improve return on marketing investment. Key performance indicators can help measure business contribution, marketing outcomes, customer satisfaction, behavior, channel promotion, and social media marketing.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
Retail Marketing Touchpoints OptimisedRyan Bonnici
The document discusses optimizing retail marketing touchpoints. It identifies cart abandonment as a major challenge and opportunity for retailers. While some retailers have cart abandonment programs, many are missing opportunities to improve messaging, timing, personalization and incentives. Successful programs utilize integrated consumer data to send relevant, timed messages across channels encouraging purchase of abandoned items. Overall, retailers should continuously analyze consumer behavior to identify and reengage potential customers.
Learn the 4 Essential Requirements, Part 3 of 4, Slides 153-228Vivastream
The document discusses the importance of multichannel marketing integration. It notes that while 93% of marketers use multiple channels, only 27.4% feel their efforts are effective, showing a need for better integration. The key aspects of integration are ensuring the message, media mix, timing, and customer experience are coordinated across channels to provide a consistent, relevant experience for each individual based on their preferences. This helps avoid "integrated multichannel irritation" and increases the chances the customer will remember a brand's message.
The document discusses creating an optimal customer experience through integrating user experience (UX), customer experience (CX), and customer relationship management (CRM). It argues that CRM strategies need to evolve from a focus on transactions to prioritizing engagement, collaboration, and mutual value through social media interactions. This "social CRM" approach empowers customers by allowing them to control the business relationship and experience. The document advocates designing multi-channel experiences that consider the full customer lifecycle and are driven by insights from user research, with the overall goal of creating differentiated and humanized experiences for customers.
1) The whitepaper discusses best practices for marketers to understand what is driving conversion activity across online marketing channels in order to make better decisions around marketing spend allocation.
2) Key practices include tracking all marketing programs through a single system, analyzing path to conversion data to understand the sequence of events leading to conversions, and applying ongoing data analysis to customized questions.
3) Case studies show how marketers have used path to conversion data and analysis to better understand which channels are influencing response rates, how a channel's ROI changes when accounting for non-credited conversions, and the effects of generic versus branded search terms.
Social Media is often overlooked as a sales channel. This presentation gives some practical ideas on how to approach this channel and develop it for lead generation.
A CRM comparison sheet that lets you compare industry's best CRM based on their features and pricing. This comparison by Nayvug Infosolutions shall help you in deciding which CRM solutions to consider based on number of factors listed in the sheet.
Technology Trends in eCommerce 2010 2013Andrew Braun
Below is a presentation I prepared whilst working on the digital roadmap for Coles online, the leading eCommerce grocery business in Australia. It provides a snapshot of some of the key trends facing e-tailers over the coming 12-36 months.
Jeanne hopkins - Journey to the Middle of the FunnelBrent Leary
This document discusses journeying to the middle of the marketing funnel. It outlines 10 reasons why marketing automation fails, such as not serving recipients or being too sales-driven. It then connects inbound marketing to sales conversion and shows how inbound efforts can influence different stages of the sales funnel. The document proposes personalizing the inbound marketing experience for individual users and measuring quality conversions and new leads generated. It envisions next-generation marketing automation that is personalized based on user activity and considers increasing trial usage through reminder emails.
Virtual Marketing Manager from Arrow ECSArrow ECS UK
Your first point of call for information on vendor campaigns and a valuable tool to plan, implement, manage, track and measure the success of their marketing campaigns.
The document discusses Cross Media, an interactive marketing solution that allows companies to create cross-channel marketing campaigns. It allows designing branded campaigns, leveraging customer data, and managing campaign logic and channels. The solution provides tools for campaign management, event management, online surveys, e-newsletters, and customer data management. It aims to create effective customer experiences, expand reach across channels, and deliver measurable results for justifying marketing investments.
Campaign pack is a collection of solutions created for Retail Marketing Managers to help them develop, execute, track and analyze campaigns more effectively.
To find out more about Cequity's services visit http://www.cequitysolutions.com/analytical-marketing.php
This document discusses the integration of social media into customer relationship management (CRM). It begins by outlining trends in CRM, such as analytical, mobile, and integrated approaches. Social media is now influencing CRM with users relying on peer opinions. The document then examines how social CRM works, focusing on monitoring platforms, generating content, centralized data storage, and cross-department collaboration. Both best practices like Comcast's use of Twitter for customer service, and worst practices exemplified by Sony's anti-piracy mistakes are reviewed. The conclusion emphasizes that CRM and social networking can improve customer satisfaction when objectives are clear and activities are aligned with goals.
1. The document discusses 6 key tactics for smarter email marketing programs in 2012, including engagement strategies, mobile email, email contact strategies, channel integration, social-email marketing, and email marketing optimization.
2. It provides examples of how to better measure email engagement through metrics like opens, clicks, and revenue over time and by segment.
3. Mobile email is becoming increasingly important as mobile devices surpass desktop computers for internet usage, and the document discusses best practices for mobile email design and targeting customers by device.
The document discusses the importance of social media for companies. It notes that social media has changed communications from one-way conversations to two-way interactions where customers can influence discussions. While this presents challenges, it also creates new opportunities to engage customers and build stronger relationships. The document then provides examples of how the eCairn social media platform can help companies map communities, identify influencers, monitor conversations, perform research, and measure impact.
Here are the key points about MMRP Use - True-Ups:
- True-ups is a benefit of Enterprise Agreement contracts that allows customers to install additional products after signing and pay later for future usage.
- This MMRP phase checks if customers have used additional products during the first or second year of the agreement.
- There are 4 touches - 2 at the end of the first year and 2 at the end of the second year. The touches are 60 and 30 days before each anniversary date.
- The touches verify additional usage and allow for cross-sell/up-sell opportunities if the customer is interested in other products.
- The taxonomy and additional info fields help track the agreement and
The webinar discussed how Attensity's Facebook analytics module allows companies to extract business insights from Facebook data. It demonstrated use cases of analyzing customer sentiment regarding marketing campaigns, mergers, and customer service for telecom companies. Attensity's solution offers drag-and-drop dashboards and reporting tools to easily analyze Facebook data and identify trends to improve brand management, customer retention, and marketing.
How Direct Marketing Applies in a Multichannel Marketing Worldamdia
The document discusses how multichannel marketing is affecting various industries and organizations. It notes that purchase decisions are now collaborative rather than linear, and that brands must be with customers along their journeys. It recommends taking a multichannel approach, using data for targeting, and emphasizing measurement and accountability to improve return on marketing investment. Key performance indicators can help measure business contribution, marketing outcomes, customer satisfaction, behavior, channel promotion, and social media marketing.
Presented at Measurement.ie 15th Feb 2012 by Gina Bowes (Glanbia Digital Communications Manager).
Contact: gina.bowes@gmail.com
Sources & images sourced where possible.
This document discusses best practices for measuring the impact of collaborative shopper marketing programs between brands and retailers. There are three key steps: 1) Aligning objectives by overcoming challenges between sales/marketing teams and setting mutual goals, 2) Assigning success metrics such as sales lift, category effects, and shopper perceptions, and 3) Assessing and reporting results using both hard data and softer relationship benefits. While measurement requires cooperation, it helps cement partnerships through mutual understanding and respect.
Retail Marketing Touchpoints OptimisedRyan Bonnici
The document discusses optimizing retail marketing touchpoints. It identifies cart abandonment as a major challenge and opportunity for retailers. While some retailers have cart abandonment programs, many are missing opportunities to improve messaging, timing, personalization and incentives. Successful programs utilize integrated consumer data to send relevant, timed messages across channels encouraging purchase of abandoned items. Overall, retailers should continuously analyze consumer behavior to identify and reengage potential customers.
Learn the 4 Essential Requirements, Part 3 of 4, Slides 153-228Vivastream
The document discusses the importance of multichannel marketing integration. It notes that while 93% of marketers use multiple channels, only 27.4% feel their efforts are effective, showing a need for better integration. The key aspects of integration are ensuring the message, media mix, timing, and customer experience are coordinated across channels to provide a consistent, relevant experience for each individual based on their preferences. This helps avoid "integrated multichannel irritation" and increases the chances the customer will remember a brand's message.
The document discusses creating an optimal customer experience through integrating user experience (UX), customer experience (CX), and customer relationship management (CRM). It argues that CRM strategies need to evolve from a focus on transactions to prioritizing engagement, collaboration, and mutual value through social media interactions. This "social CRM" approach empowers customers by allowing them to control the business relationship and experience. The document advocates designing multi-channel experiences that consider the full customer lifecycle and are driven by insights from user research, with the overall goal of creating differentiated and humanized experiences for customers.
1) The whitepaper discusses best practices for marketers to understand what is driving conversion activity across online marketing channels in order to make better decisions around marketing spend allocation.
2) Key practices include tracking all marketing programs through a single system, analyzing path to conversion data to understand the sequence of events leading to conversions, and applying ongoing data analysis to customized questions.
3) Case studies show how marketers have used path to conversion data and analysis to better understand which channels are influencing response rates, how a channel's ROI changes when accounting for non-credited conversions, and the effects of generic versus branded search terms.
Social Media Monitoring the Alterian Ecademy OpportunityAlterian
Social media marketing has emerged as a legitimate marketing channel that your brand is able to utilize in a number of ways. The first step is listening, and with Alterian SM2 you can track conversations, review positive/negative sentiment for your brand, clients, competitors and partners across social media channels such as blogs, wikis, micro-blogs, social networks, video/photo sharing sites and real-time alerts.
This document provides guidance on call center procedures. It introduces a three tier customer engagement and relationship model focusing on building relationships through targeted marketing and data validation. It discusses executing activities in Siebel to track customer interactions, with taxonomy used to differentiate activity types. Procedures are outlined for welcoming new customers, ongoing customer support through renewals, and ensuring data quality.
Social Data can be analysed to GET INSIGHTS about a target group based on social profiles, online activity, connections and content associated to them, to FIND prospects with “social coincidences” and for LEAD GENERATION content & inbound marketing campaings
This document discusses social media and how companies can use it for customer communication. It defines social media as web and mobile technologies that allow for interactive dialogue and user-generated content. Some key facts about social media usage are provided, such as people spending over 6 hours per day on social networking sites and 93% of businesses using it for marketing. The document explores how social media allows companies to build relationships with customers, create product awareness, promote products, and provide customer support. It also discusses analyzing social data to identify customer attributes and communication opportunities while addressing challenges of managing social media communication.
SEO Tactics, Fanbase Management, and Trends to watchFan Foundry
The document provides an overview of trends in search engines and digital marketing. It discusses how search engines are changing and becoming more data-driven. It emphasizes using data to better understand customers and create personalized experiences. It also notes emerging trends like artificial intelligence that could further impact marketing in the future. Sustainable marketing approaches include developing quality content, building email lists to own customer relationships, and creating lead magnets to gather customer data.
Search Engine Results: The Best Measure? Fan Foundry
The document provides an overview of three topics:
1) Search engines' changing roles and how SEO tactics are still effective
2) Data-driven approaches to marketing such as email marketing, lead magnets, and storytelling to build sustainable results
3) Trends that could impact the future including the decline of technical elites, rise of artificial intelligence, and importance of sales and marketing alignment.
Standout presentation by Endicott College's F.U.E.L. (on-campus venture incubator) student team to public audience at North Shore Tech Council (www.nstc.org) April 26 2017 breakfast briefing. In collaboration with Tech Coalition of the North Shore, Endicott College, North Shore Workforce Investment Board, North Shore Alliance for Economic Development, Enterprise Center at Salem State University, and North Shore Innoventures.
Linked in means business - a free downloadable playbookFan Foundry
Learn Social Selling, amp up your Networking, and get updated insights on:
- Career Management
- Content marketing
- Brand journalism
- Profile enrichment
- Group management
- Lead generation
- Company pages
... and more.
Be sure to download it (it's free) so you can make use of the embedded menu, navigation features and resource links. Subscribe to receive quarterly updates!
In the effort to meet the challenges of the digital age - social, mobile and always on - many business transformation efforts fall short, and some even fail. Our own client project results greatly exceed analysts' reported results across a variety of industries. How can you ensure yours is successful? Here we distill some common aspects of success, shared by our clients, into a set of essential conversations you may wish to consider for for your organization.
North Shore Tech Council's second annual S.T.E.M. Scholarship Sports Outing and Banquet was held June 2014 at Kernwood Country Club in Salem, MA. Enjoy this slide show recapping the events of the day.
Sales & Marketing Development Plan - a template for the CROFan Foundry
The document is a Sales & Marketing Development Plan template that outlines four major parts: Sales and Distribution Strategy, Customer Development Program, Strategic Marketing Framework, and Integrated Marketing Plan. It provides sample content and suggested key performance metrics for each section to help users develop their own customized plan. The template comes as a PowerPoint file that can be tailored for a user's specific needs.
This document discusses how social business intelligence can help businesses by providing insights into key performance areas like competitive analysis, business reputation, core capabilities, and customer expectations. It outlines how social data from various structured and unstructured sources can be analyzed to gain insights and knowledge to make better decisions and take actions. Specific metrics like share of voice, sentiment, perceptions, influence, brand value, channels, products, markets, and customer needs are discussed as ways to measure performance and cultivate long-term customer lifetime value through social media engagement. Resources for guides and case studies on topics like social leadership, marketing ROI, content strategy, and analytics are also listed.
Make sustainability sustainable (preview)Fan Foundry
Marketing "green" products often backfires because, much as we'd like all buyers to follow the altruistic "because green is better" thinking, other unaddressed factors intervene to short circuit that thinking, with the result that sustainable solutions fail to gain traction in the hearts and minds of buyers. But it doesn't have to be that way.
The document discusses how businesses should focus on involving customers in telling brand stories rather than just selling products to them. It suggests that customers and companies should work together to tell stories as that creates a more powerful experience for both parties. The document promotes the idea of contentment which it describes as coming from listening to each other so that both sides can fill in missing parts and create an exciting experience.
3. fanfoundry
Sales & Marketing Capability Maturity Model
Maturity Level Organizational Alignment Characteristic Processes
Marketing and Sales are aligned and embedded within Unified activity. Mainly inbound. Organic lead flow,
business processes, roles/relationships, and technology. community nurtured via blogging, SEO, SEM, micro-
V Optimized Customers have a strong support group and a voice in product sites; strong brand, authentic voice, raving customers,
innovation. Sales funnel is vibrant, well nurtured, and has few viral PR, multiple strong partners & channels
if any leaks.
Marketing and sales are managed across the organization and Aligned activity, outbound/inbound mix—adwords,
adhere to defined processes and methodologies through blogs, SEO, client advocates, focused jointly on
IV Managed ongoing collaboration, measurement/metrics, and reporting building community. Customers, Prospects &
across business areas. Customer support channel is embedded Partners are engaged in product & positive on brand.
and extends throughout marketing and sales action chains. Wide “funnel” is enhanced with nonlinear nurturing.
Marketing & Sales follow a common framework across the Coordinated activity, mostly outbound; some
organization and the organization has achieved a simple inbound, including landing pages, registration,
III Defined reporting structure that is in place to monitor pipeline only. premium content; Customers prospects & partners
Customer care is mainly post-purchase. are neutral about brand, some engaged. Leaky
“funnel” i.e. nurturing is weak or non-existent.
Marketing & Sales are managed within different areas of the Sporadic activity, mostly outbound: telesales, trade
organization with some overlap and guidance as to how to shows, PR, brochures, website/brochureware, e-
II Repeatable approach it, but there is no overall structure in place to bring it blasts, ads. Clients recognize brand. Prospects are
all together. Conflict is the norm. Customer care is reactive. aware but confused, Partners are unevenly trained
Marketing & Sales are separate and distinct, managed Redundant, mainly outbound activity: telesales, trade
inconsistently across the organization, with different groups shows, brochure mailings, ads, e-blasts. Customers
I Ad hoc doing their own things and not reporting them to each other. and prospects confused and annoyed; Partners are
Customer care is not organized. Sales “funnel “ is wide, leaky. not trained
Model : CMU SEI CMM www.fanfoundry.com
5. fanfoundry
Consider The 3 C’s of Loyalty
CTA*
1. content
3. conversion 2. community
6. fanfoundry
Consider The 3 C’s of Loyalty
…and the 3 layers of engagement, fulfillment and relevance
1. engagement
Exchange / gather
information along CTA*
the way:
identity,
1. content
preferences,
requirements
3. conversion 2. community
preferences
CTA
7. fanfoundry
The 3 C’s of Loyalty
and the 3 layers of engagement, fulfillment and relevance
1. engagement
2. fulfillment sample
save
subscribe
CTA*
Meet audience
needs and
interests with 1. content
useful content
that calls people
3. conversion 2. community
to take action
convert ask
transact preferences share
refer compare
CTA
*CTA = Call to Action
8. fanfoundry
The 3 C’s of Loyalty
and the 3 layers of engagement, fulfillment and relevance
News • Event
Review • Referral
1. engagement Website • Blog
2. fulfillment sample
save
3. relevance subscribe
CTA*
Be relevant!
1. content
Event • Reward
Survey • Partner
3. conversion 2. community
Proposal • Report
Dashboard convert ask
transact preferences share
refer compare
CTA
Demo
Presentation
Conversation
*CTA = Call to Action
10. fanfoundry
Closed Loop Sales & Marketing
Outbound Inbound
Enter here
Customers
Prospects
Communities
11. fanfoundry
Closed Loop Sales & Marketing
click
launch Outbound Inbound follow
test
register
build
Enter here
Customers
plan convert
report transact
Prospects
listen refer
Communities
12. fanfoundry
Closed Loop Sales & Marketing
click
launch Outbound Inbound follow
test
register
build
Content Enter here Microsite, Blog
Product, service, event,
asset, channel
Landing page
Strategy
CRM, SEO, analytics Community
Customers
plan convert
report transact
Prospects
listen refer
Communities
13. fanfoundry
Phases Things to measure (how to improve conversion rates)
Customers – evaluate, update & cleanse customer (CRM) databases; plan and
Customers conduct interactive outreach activities to improve products and services,
build loyalty and increase account penetration & renewals
Prospects – Identify ideal customer profiles and prospect sources; work with
Prospects sales and marketing to listen, develop & deliver relevant responses, aimed at
improving products, services, sales intake and conversion
Communities - define communities and identify opportunities to build, curate
Communities and affiliate; develop & support authentic community voices (more listening)
aimed at improved products, services and sales
Using analytics, BI, Customer Relationship Management (CRM) and Marketing
Strategy Automation software, aggregate customer and prospect Profile data ; Create
SEO, CRM, Systems buyer personas and ideal profiles, mapped to Sales & Marketing action plans
Content Develop audience-focused content (product, service, article, event, mobile /
Product, service, event, social experience) for targeted prospect, community and customer groups;
test and evaluate response
asset, channel
Microsite, blog Manage outreach and inbound responses from microsites, landing pages,
Landing pages partners, mobile and community channels; Enrich customer and prospect
experience; Refine Client & Partner expertise at engaging buyers; Improve
Communities community response
14. fanfoundry customer loyalty, minted daily
Your turn.
Got a question for us? Need help with any of this?
Call, click or contact:
Ed Alexander
fanfoundry@gmail.com
+1 (781) 492-7638 EST (UCT-4)
www.fanfoundry.com