This presentation was delivered at the 2011 DMA B2B Marketing Symposium in Boston.
It provides a concise overview of why and how innovative B2B marketers are using Email, Social Media and Websites in combination with CRM and marketing automation technology to attract, engage, sell, and retain customers.
Digital has profoundly changed how B2B businesses need to interact with their customers. B2B customers are already embracing digital to make more informed purchase and post-purchase decisions. B2B companies need to understand how to use digital to be where (and when) their customers are. Latest McKinsey insights on B2B: http://mckinseyonmarketingandsales.com/topics/b-to-b
Soccnx III - The shift towards Social Selling in IBMLetsConnect
Speakers: Stephen Kruger
Our internal sales organisation is moving from a traditional legacy CRM system to a completely new Social based approach. This talk will outline the history, approach and design of this new collaborative based solution.
DMA 2014: 6 Steps to Integrate Your Big DataSameer Khan
The Big Data phenomenon was all about the collection of masses and masses of data: it was a technology challenge. But for most of us, this is no longer a problem – we know how to collect the data – the challenge now is one of processing the data, to make smart data work for us. In this session, IBM’s Sameer Khan will outline an action plan to manage your data and make it smart. He will be ably supported by Andrew Bailey, who will bring his experience with using smart data for integrated marketing campaigns to show you how it is put into action at a company like FedEx.
Digital has profoundly changed how B2B businesses need to interact with their customers. B2B customers are already embracing digital to make more informed purchase and post-purchase decisions. B2B companies need to understand how to use digital to be where (and when) their customers are. Latest McKinsey insights on B2B: http://mckinseyonmarketingandsales.com/topics/b-to-b
Soccnx III - The shift towards Social Selling in IBMLetsConnect
Speakers: Stephen Kruger
Our internal sales organisation is moving from a traditional legacy CRM system to a completely new Social based approach. This talk will outline the history, approach and design of this new collaborative based solution.
DMA 2014: 6 Steps to Integrate Your Big DataSameer Khan
The Big Data phenomenon was all about the collection of masses and masses of data: it was a technology challenge. But for most of us, this is no longer a problem – we know how to collect the data – the challenge now is one of processing the data, to make smart data work for us. In this session, IBM’s Sameer Khan will outline an action plan to manage your data and make it smart. He will be ably supported by Andrew Bailey, who will bring his experience with using smart data for integrated marketing campaigns to show you how it is put into action at a company like FedEx.
7 Traits of Highly Effective Digital Commerce OrganizationsSameer Khan
Commerce technology spending is up across the board. Retailers are significantly bolstering their capital investment programs. 85% will increase their spend on commerce technology in 2015. Is your organization prepared for the next generation of digital business?
Customer Analytics Strategy and ApplicationSameer Khan
The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.
How to deliver digital-age customer experiences that set you apart from the competition?
Learn how to realize your organization's CRM potential, to acquire more customers and build customer loyalty.
Dallas Digital Summit: 6 Steps to Big Data SuccessSameer Khan
The Big Data phenomenon was all about the collection of masses and masses of data: it was a technology challenge. But for most of us, this is no longer a problem – we know how to collect the data – the challenge now is one of processing the data, to make smart data work for us. Econsultancy, reports only 25% of the organizations are able to make proactive use of digital data to drive business outcomes. In this session, IBM’s Sameer Khan will outline a 6 step action plan to manage your data and derive relevant insights from it.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
How can we get more out of our CRM investments? What are the value drivers behind? How can we use CRM to collaborate, sell, grow? In this Bluepaper, we will provide some food for thought on the above questions. And highlight some of the strategic directions CRM will take by the year 2020.
The Sharing Economy: Implications for Property & Casualty InsurersCognizant
Collaborative consumption, also known as the "Peer-to-Peer" or "P2P" economy, poses significant risks for insurers. At the same time, consumers' willingness to share and utilize assets and services like Uber and Airbnb offers significant revenue opportunities for P&C carriers at a time when most have experienced flat-line growth.
Understand Your Customers of be Left BehindSameer Khan
Customers are more empowered and connected than ever, and the customer’s journey has grown more complex. Their expectations are growing and trust is diminishing as they may interact with multiple brands through web, mobile and social channels.
Considering 70% of the buying process in a complex sale is already complete before prospects are willing to engage with a live salesperson – it’s critical to understand your customers and anticipate their needs.* However leading consulting firm Econsultancy reports, 91% of companies do not know why customers leave their digital properties without converting.
In this presentation you will learn:
Understand your customers digital journey with quantitative and qualitative analytics
Influence your customers behavior to drive right set of actions
Turn visitors into repeat customers through continuous engagement across digital channels and devices
Gain insights on why traditional approaches of understanding your customers constantly fail
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
7 Traits of Highly Effective Digital Commerce OrganizationsSameer Khan
Commerce technology spending is up across the board. Retailers are significantly bolstering their capital investment programs. 85% will increase their spend on commerce technology in 2015. Is your organization prepared for the next generation of digital business?
Customer Analytics Strategy and ApplicationSameer Khan
The commerce landscape has changed drastically since 2003. And, since the Internet gave birth to e-commerce sites and social media, now more than ever, customers expect businesses to go the extra mile to maintain their preferences. With competitors just a click away, understanding customer behavior and improving customer experience has never been more critical. Reducing customer struggle is no easy feat, especially because each customer faces a deluge of different decisions
on a multitude of platforms.
How to deliver digital-age customer experiences that set you apart from the competition?
Learn how to realize your organization's CRM potential, to acquire more customers and build customer loyalty.
Dallas Digital Summit: 6 Steps to Big Data SuccessSameer Khan
The Big Data phenomenon was all about the collection of masses and masses of data: it was a technology challenge. But for most of us, this is no longer a problem – we know how to collect the data – the challenge now is one of processing the data, to make smart data work for us. Econsultancy, reports only 25% of the organizations are able to make proactive use of digital data to drive business outcomes. In this session, IBM’s Sameer Khan will outline a 6 step action plan to manage your data and derive relevant insights from it.
HGS Interactive is a partner agency for Subrat Bisht and specializes in Digital CRM. In this presentation HGSI has debunked the myths around social crm and shared valuable Insights. For more case studies like this, visit www.hgsinteractive.com
Get Satisfaction is built from the ground up as a customerfacing
platform, designed to build authentic relationships
between customers and companies. More than 35 million
consumers each month use Get Satisfaction’s network
to connect with each other to ask questions, share ideas,
report problems, and truly engage with the brands and
companies they care about.
How can we get more out of our CRM investments? What are the value drivers behind? How can we use CRM to collaborate, sell, grow? In this Bluepaper, we will provide some food for thought on the above questions. And highlight some of the strategic directions CRM will take by the year 2020.
The Sharing Economy: Implications for Property & Casualty InsurersCognizant
Collaborative consumption, also known as the "Peer-to-Peer" or "P2P" economy, poses significant risks for insurers. At the same time, consumers' willingness to share and utilize assets and services like Uber and Airbnb offers significant revenue opportunities for P&C carriers at a time when most have experienced flat-line growth.
Understand Your Customers of be Left BehindSameer Khan
Customers are more empowered and connected than ever, and the customer’s journey has grown more complex. Their expectations are growing and trust is diminishing as they may interact with multiple brands through web, mobile and social channels.
Considering 70% of the buying process in a complex sale is already complete before prospects are willing to engage with a live salesperson – it’s critical to understand your customers and anticipate their needs.* However leading consulting firm Econsultancy reports, 91% of companies do not know why customers leave their digital properties without converting.
In this presentation you will learn:
Understand your customers digital journey with quantitative and qualitative analytics
Influence your customers behavior to drive right set of actions
Turn visitors into repeat customers through continuous engagement across digital channels and devices
Gain insights on why traditional approaches of understanding your customers constantly fail
Modern era marketing has become a 24/7 quest to deliver offers, information, alerts and invitations to individuals that are personalized to their needs, interests, and product usage profile. And this communication must take place seamlessly across multiple channels including in-store, and online.
Today's customers are hyper-connected and highly influential. Which is why "Personalization" has become the new marketing imperative. Marketing to the Power of ONE involves the effective use of customer data and cross-channel marketing automation technology to "serve" customers better by delivering a brand experience that fuels continued product usage and invites brand advocates to share their recommendations.
In this presentation, Joel Book discusses the major factors that are transforming marketing and explains what this means for brands. He then outlines how smart brands are building their integrated digital marketing strategies on the four cornerstones of the Brand Website, Email Marketing, Social Media and Mobile.
Included are multiple examples and case studies from B2C an d B2B brands that innovative and successful users of digital marketing.
Social Media for Financial Services CompaniesJoel Book
Keynote presentation delivered at the 2011 LIMRA Social Media Conference for Financial Services by Joel Book, ExactTarget and Bianca Buckridee, SunTrust Bank
Empowering Marketing: Powering the Future of People-Centric Marketing. Presentation by Steve Forbes of Microsoft at the 2015 BMA Carolinas B2B Marketing Conference
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
Defining and understanding digital transformation and the marketing role. How can marketing drive transformation? what are the tasks, strategies and things that can help.
The explosion of the social conversation along with the proliferation of mobile technology has changed our lives, more than we ever could have imagined.
The explosion of mobile technologies and rapid adoption of social networks have completely impacted our human behavior -- our communication methods, engagement principles, our belief and trust systems, and even our decision making criteria and models.
Firms need to understand these new principles and adopt them -- genuinely and proactively -- if they want to effectively engage clients.
How has the client changed and why does your firm need to reflect this? Because your success will depend on it, and so will your identity.
Today’s buyer is smart and getting smarter by the minute. From virtually anywhere, they can find out about you, your services, your competitors, whether your clients are happy—and most importantly, with a mere 140 characters, they can impact your brand.
Today, firms must face the reality of super consumers. They are unbelievably informed, highly fickle, and extremely powerful with a nearly unpredictable purchase path.
They have unprecedented access to information, the ability to easily compare fees, costs or services in a matter of clicks, access to reviews—whether from a trusted confidant, highly rated industry source, or someone merely taking to their social network to make their experience known.
And they can easily do the same—joining the social conversation with their experience and recommendation to others – giving a “like”, “thumbs up”, happy face, or not, and with a click of the button can make an impression on your brand.
It is no surprise then that firms who wish to remain competitive in this new age are concentrating their efforts on creating amazing client experiences…
How to enhance cx through personalised, automated solutionsAcquia
Automation of processes and optimisation of self-service are key when ensuring dialogue and direct support in moments of need. Freed up resources as a result of efficient self-service can be allocated to supporting customers in difficult situations. Equally, personalised and automated advice is proven to be extremely valuable when timely answers are needed and decisions are to be made.
Personalisation - seamless customer experience: is this possible? How do you build consumer confidence to provide data for effective personalisation?
In this webinar, Acquia will share advice and best practices on how to leverage knowledge and intelligent advice to provide instant value both for customers and employees.
- What consumers feel about personalisation (CX Survey results)
- How to understand customer intent across multiple engagement channels
- The importance of permission-based data sharing and moving beyond cookie-based data collection
- Discuss with CX experts on best practices, challenges, solutions and examples that audience can relate to
- Get advice on where to turn for support, how to quickly adopt use cases of intelligent advice, and answers to your questions
- Hear about how personalized advice and automated decisions can make a difference for your service model, your customers and employee
Today’s client is smart and getting smarter by the minute. From virtually anywhere, they can find out about you, your firm, your competitors, whether your clients are happy—and most importantly, with a mere 140 characters, they can impact your brand.
• Today, law firms must face the reality of super consumers. They are unbelievably informed, highly fickle, and extremely powerful with a nearly unpredictable purchase path.
• They have unprecedented access to information, the ability to easily compare firms, fees or feedback in a matter of clicks, access to reviews—whether from a trusted confidant, highly rated industry source, or someone merely taking to their social network to make their experience known.
• And they can easily do the same—joining the social conversation with their experience and recommendation to others – giving a “like”, “thumbs up”, happy face, or not, and with a click of the button can make an impression on your brand.
• Everyone has probably heard the United Breaks Guitars story; it epitomizes the challenge firms face – each individual now has a powerful voice. In this example, United Airlines was unresponsive to a passenger’s complaints that his guitar was broken by negligent baggage handlers (he actually saw them throwing his beloved instrument through the air as he was waiting to deplane). This treatment lead him to record a song about his experience that he posted on YouTube. Over 12 million views later, this YouTube sensation has written a book on the very topic of how powerful one voice can be in the age of social media.
How is channel marketing evolving now that the value of consumer data is more...Grace Russell
The explosion of consumer data brings a lot of opportunity to the table, however with increased understanding of it's value, consumers want a lot more for it: individualised conversations, predictive personalisation, hyper convenience - and they want this across their preferred channels, on days and at times that suit them. They want a ‘customer-first’ value exchange, and if that’s not received they will find it somewhere else.
How Social CRM Can Help Address Changing Consumer DemandsFabio Cipriani
Social collaboration-based sales and marketing technologies help companies understand and manage changing consumer demands. Learn how leading companies are incorporating collaborative sales and marketing solutions into their overall CRM strategy.
Madison Park Group (MPG) actively tracks the broader MarTech landscape and has dedicated significant attention to the Content & Experience, Social & Relationships and Data ecosystems.
Making the Jump to a Digital-First Business Strategy: A Marketer’s Guide to P...Acquia
The global COVID-19 pandemic has permanently changed the way brands engage with their customers. Consumers are no longer shopping in stores, traveling long distances, visiting restaurants, or leaving their homes much at all. Instead, they have increased their reliance on ecommerce, home delivery, subscription services, and brands they trust.
In response, many companies are shifting their focus (and budgets) from acquiring new customers to retaining and cultivating loyalty in existing customers. To compete in this new reality, marketers must escalate their plans to become “digital first,” and become proficient in meeting customer needs as channel preferences shift and reliance on digital experiences grow.
Join speakers from Forrester and Acquia as they share market insights and best practices for brands making the digital leap. Their research will cover:
- How companies are shifting their priorities during COVID-19
- What consumers expect from brands as their buying behaviors have changed
- Why data gives marketers critical business insights on engagement strategy and channel migration
- How to successfully navigate re-openings across the country (and globe)
- How to boost agility so you can more nimbly adapt to future business changes
Top Tactics & Techniques for Growing Your Email Subscriber ListJoel Book
Permission-based email has become the foundation of successful one-to-one marketing, and a company's database of email subscribers is one of it's most valuable assets. In this presentation from the 2013 MarketingSherpa Email Summit, Joel Book of ExactTarget shares examples of how smart brands are attracting new email subscribers.
This presentation was delivered on October 1st at the 2011 DMA Annual Conference in Boston.
Designed for both Business-to-Business and Business-to-Consumer marketers, it provides a concise overview of how to plan and manage email marketing programs that support the company’s marketing, sales and customer service objectives.
101809 Advanced Strategies For 1to1 Marketing OmiJoel Book
Joel Book explains how Email + Social Media is enabling brands to build powerful -- and vocal -- customer communities, Case studies include Scotts, Papa John\'s, Carmex, and Dreamfields Pasta.
How B2B Marketers Use Digital Media to Accelerate Marketing and Sales Performance
1. Interactive Innovation
How Successful BtoB Marketers Use
Digital Marketing to Accelerate
Marketing and Sales Performance
Joel Book
ExactTarget
@joelbook / #ExactTarget
2.
3. Marketing to The Power of One
Effective B2B
Marketing:
• Is fueled by customer
data and analytics
• Utilizes multiple
channels to engage and
serve customers
• Requires marketing
automation technology to
deliver relevant content.
6. • Aids the Buying Process
• Enables Better Service
• Maximizes Retention
7. How Online Consumers Begin Their Day
58% of Online
Consumers Begin
the Day With Email.
Source: ExactTarget
SUBSCRIBERS, FANS, & FOLLOWERS
Report #1, Digital Morning
Full report available at
www.exacttarget.com/sff
8. “Those who buy
products
marketed through
email spend 138%
more than non-
readers of email.”
Source: Forrester Research
“E-Mail Marketing Comes of Age.”
9. Email Drives Conversion and Improves Retention
The Customer Life Cycle
Product Product Product Product Repurchase/ Brand
Inquiry Evaluation Purchase Usage Renewal Loyalty
Business Getting Business Keeping
Once a person gives you permission . . .
• Email aids the buying process.
• Email drives repeat purchase, referrals.
• Email keeps customers connected and informed.
10. 75% of social media users say email is
the best way for companies to
communicate with them.
MarketingSherpa, 2010
11. • Amplifies Your Message
• Fuels the Conversation
• Attracts New Customers
12. Social Media Users
Facebook: 620M Worldwide / 116.8M U.S. (1) (2)
Twitter: 190M Worldwide / 16.4M U.S. (1) (2)
LinkedIn: 100M Worldwide / 49.0M U.S. (3) (3)
YouTube: 2B Views/Day; Avg. View: 15 Min. (4)
Sources: (1) eConsultancy, (2) eMarketer, (3) LinkedIn, (4) YouTube
13. Social Media has Revolutionized the Way
Consumers Engage with Brands
14. Social Media Attracts Website Visitors
Consumers who are
exposed to a brand in
social media are 2.8x
more likely to search
for that brand’s
products.
15. Fans & Followers are Good. Customers are Better.
Conversion
Metrics
To Monetize Social Media,
Convert Fans & Followers to Email Subscribers
16. • Keeps Customer Engaged
• Drives Traffic to Sites
• Improves Customer Service
17. Smartphones Accelerate Mobile Marketing
Smartphones such as the
iPhone from Apple are now
outselling personal computers!
Source: The Huffington Post
(Based on IDC Report)
February 8, 2011
65.8 million people in the U.S.
now own smartphones. Of
these, 35.3% use apps.
Source: comScore MobiLens
2011 U.S. Mobile Subscriber Market Share
March , 2011
19. “36% of physicians surveyed found
the use of iPads or other tablets more
beneficial than speaking with reps
bearing printed materials."
Manhattan Research ePharma Physician Study
September 2011
20. "[The iPad] enables
our sales employees
to do a much better
job of engaging in a
really different way
than we've done
before."
Michael Hedges, CIO, Medtronic
Wall Street Journal, Dec. 8, 2010
23. The Mission
Provide email communications capability
to hundreds of Field Marketing
Managers around the globe without
compromising email design, corporate
branding, and message relevance.
Sean Mattson And do it all at reduced cost.
Director,
Global Web Marketing
Hitachi Data Systems
Santa Clara, California
24. Email is the Backbone of Hitachi Data Systems’
Global E-communications Strategy
Customer Newsletter
Product Launch
Webinar Invite Product News
Event Invitation
Hitachi Data Systems uses email to:
• Nurture leads; Keep existing customers connected to HDS
• Support relationship management efforts of HDS field sales managers
• Deliver relevant content to IT professionals in 30 regions and in 18 languages
25. The Hitachi E-communications Platform
OMCM
Online
www.HDS.com
Marketing Landing Pages,
Registration Pages
“Thank You” Pages, Webcasts / Podcasts
Campaign Closed
Total Integration
Tracking and Analytics Loop
of Customer Data
Management
E-communications
Marketing Database
27. HITACHI USES EMAIL TO DRIVE
ATTENDANCE FOR ITS
WebTech WEBINAR SERIES
WebTech Webinar Series
• 35 webinars per year
• Up to 200 attendees per event
29. Hitachi Promotes Content Sharing via Social Media
Hitachi makes it easy for
subscribers to share e-news
articles, respond to offers
and access content on the
Hitachi Data Systems’
website. “Forward to a Friend”
“View the Video”
“Review the Case Study”
“Try it Free for 30 Days”
“Read the Story”
“Register for Webinar”
31. Volvo Construction Equipment
• Volvo Construction Equipment is part
of Volvo Group; Started in 1832
• Products and services are offered in
more than 125 countries through
proprietary or independent
dealerships.
• Volvo machines are used for road
construction, oil and gas exploration,
building demolition, industrial
material handling, and forestry.
33. Volvo CE’s CRM and Automation Goals
Achieve End-To-End Lead & Campaign Management Process
Increase Lead to Sales Conversion Ratio
Reduce Lead Conversion Time
Improve Sales Effectiveness
Track Campaign Effectiveness and ROI
Leverage Cross-Sale and Up-Sale Opportunities
34. Volvo Construction Equipment
eMarketing Technology Solution
www.volvoce.com
Landing Pages, Registration Pages
Product Microsites, Webcasts / Podcasts
Campaign Tracking & Lead Scoring
Total Integration
of Customer Data
Email Communications
Marketing Database
35. Marketing Data Integration
Volvo CE
Customer
Information
centralizes Analytics
Sales
(New/Used)
customer data in
Microsoft
Dynamics CRM. Lead
Score
Warranty
Data
Enables “one Microsoft
Dynamics
view” of the CRM
customer. Social Credit
Allows faster Media Status
communication with
customers
Provides better
MarCom
Surveys
History
measurement of eCommerce
campaign ROI
37. The Monthly eMail Newsletter delivers
latest news on Volvo products and
services to 85,000 customers.
1. Dynamic Content – Volvo designed the email
template to allow for dynamic content. Through
integration with Microsoft CRM, Volvo changes
articles and product news articles based on user
interests.
2. Interactive Functionality – Adding video links has
allowed Volvo to increase traffic to the website where
Volvo gathers immediate feedback on product
interest.
3. Analytics – The analytics from this eMail are used for
to capture customer insight and interests and aid re-
design.
4. Performance Metrics
– Average 12% Open Rate
– Average a 7% Click Through Rate
39. The Remarketing Email is for
select customers who request
used equipment alerts.
1. Navigation – In its new design, Volvo added a Table
of Contents section with links to articles and
product news updates. These links have increased
website traffic 30% and generated thousands of
leads.
2. Content Syndication – Volvo dynamically displays
used equipment based on subscriber preferences.
Content syndication has reduced eMail build time
by approximately 30-40% by automatically
capturing content from websites.
3. Performance Metrics –
– 75% Email Open Rate
– 11% Click Through Rate
– 20% increase in speed of equipment sales
40. Twitter is used to attract
prospective customers to
the Volvo Construction
Equipment website.
And drive traffic to the
Volvo Construction
Equipment YouTube
Channel.
41. “If you’re responsible for BtoB marketing, and
you’re not using video, you’re making a huge
mistake.”
John Johnston
eBusiness Marketing Manager
Volvo Construction Equipment North America
42. Lead Management Workflow
Data cleansing
Information Request
Microsoft Dynamics CRM enables
Volvo sales reps to manage leads
Auto-generated
report for Volvo
sales rep
Auto-generated
email for customer
43. Immediate Delivery of Information to Customer
Microsoft Dynamics CRM
triggers an email that
thanks the customer for
contacting Volvo
Construction Equipment
Email provides a link to a
landing page containing
details about the product
of interest
44. Before and After eMarketing Automation
Before Automation After Automation
Customer data was in multiple “silos” Customer account and contact data is
and data quality was inconsistent. centralized in Microsoft Dynamics CRM
and “normalized” through D&B.
Volvo CE had no CRM system and no Microsoft Dynamics CRM is integrated
ability to send email communications to with ExactTarget enabling automation
customers. of all email communications.
Leads were stored in Excel files and Leads get logged and processed quickly.
distributed to dealers manually; Reps Customers receive personalized email
had limited visibility to leads. immediately after inquiry.
Volvo CE had no ability to deliver Volvo CE uses email to deliver relevant
relevant product information to information that aids purchase, and
individual customers. supports the local dealer.
Limited (or no) feedback from dealers Volvo CE marketing is able to measure
regarding lead status. lead status and campaign effectiveness
quickly and effectively.
45.
46. Multi-Channel Interaction is a Must
Managing the Customer Conversation
Requires Integration of Outbound & Inbound Channels
47. Cross Channel Campaign Management
Source: Forrester Research - April 2009 “Campaign Management Needs A Reboot”