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    Lead Generation Strategies for the
          New Social Consumer
           How to build lasting relationship with
                   the social customer



integrate accelerate™
Housekeeping

• Phone lines are muted
• Presentation is approximately 50 Minutes
  with Q&A
• Use the Question feature in GoToWebinar
  panel to submit questions
• Questions will be addressed at the end of
  presentation


integrate accelerate™
Agenda

•   Introduction of presenters
•   Top 2 lead problems
•   How to drive sales through social
•   Tying it together with integration
•   Questions & Answers




integrate accelerate™
Presenters
                 Peter Chase
                 Executive Vice President and Founder
                 Scribe Software
                 pchase@scribesoft.com
                    @PeterRChase

                 Mike Lewis
                 Social Media Guru and Author of “Stand Out Social Media”
                 Lewis_mich@yahoo.com
                    @BostonMike

                Richard Evans
                Director, Partner Marketing and Alliances
                Silverpop
                revans@silverpop.com
                    @rlevans
integrate accelerate™
About Silverpop

• Digital Marketing Platform
  for email marketing and
  marketing automation

• 5,000 customer brands

• Across 38 countries

• 500 employees
We all have challenges




                       Changing
Funnel waste            buyer
                       behavior
Only 5% of leads
you and I generated in the last month are ready to buy NOW.
Our old funnel (and perhaps yours)
65% of our leads went to waste.
B2B buyer decision cycle

               Reconsideration   Satisfaction




   Selection                                    Acknowledgment




   Investigation                                Decision




                                                   Source: R. Jolles
               Measurement       Criteria
Emerging buying cycle gap...

               Reconsideration   Satisfaction
                                      5%



   Selection                                    Acknowledgment
                                                     79%




   Investigation                                Decision




                                                   Source: R. Jolles
               Measurement       Criteria
Emerging buying cycle gap...

               Reconsideration   Satisfaction
    problem


   Selection                                    Acknowledgment
      2%




   Investigation                                Decision
       2-3%



                                                   Source: R. Jolles
               Measurement       Criteria
How we began curing ourselves
The buying cycle has changed
Prospects are narrowing the field...
“During the initial research phase, the survey
showed 42% of B-to-B buyers evaluate four or
more suppliers, but as they move closer to
procurement, only 26% get quotes from four or
more suppliers.”
                          Source: Chief Marketer, “Adjusting to the Web-
                                   Influenced Buy Cycle,” 22 March 2010
…almost entirely on their own.




         Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
How we began curing ourselves
How we began curing ourselves
We realigned Sales/Marketing
around a common language – revenue.
Scoring Leads: Enhance Sales and ROI




                                Source: Silverpop Research
Integrated Lead Scoring



                             Lead Breakdown
                                    A, 600




                                             B, 2000




                          D, 6500
                                              C, 2500
Introduced a New Lead Scoring Model
                     Heavy                              Low
                    Interest                          Interest
   Right
    Fit
              A           1         2          3          4

              B           1         2          3          4

              C           1         2          3          4

              D           1         2          3          4
  Not a Fit

                  Sales        DG       Mktg       Dead
Began routing leads based on scoring




Marketing became lead-traffic-controllers
Began routing leads based on score
Introduced nurture programmes



                        Media Nurture
                        Inbound Demand Gen
                        Event Follow-up
                        Open and Re-Engage
                        Silverpop on Silverpop
                        Dead/Lost
Email Nurturing


• Level 1: Batch and Blast
• Level 2: Simple Drip programs
• Level 3: Multi-Track, Multi-Step programs
Sales Visibility (Lead Activity)
Sales Control over Nurturing
The results...

• Reduced non-contacted leads from 65% to < 4%.
• Increased lead conversion rates by over 2x in 12-months
• Increased marketing-generated revenue by more than 100% in 12-
  months
   – Marketing generated over 70% of total sales revenue
• Increased opportunity creation to support 50% increase in sales
  team size
What tools are needed?

 CRM System                           Marketing Automation
 •   Database of record               Platform
 •   Lead and opportunity tracking    • Lead management
 •   Pipeline opportunity reporting     • Lead Scoring
 •   Sales process management           • Lead Routing
                                        • Lead Alerts to Sales
                                      • CRM integration for sales-initiated
                                        campaigns
                                      • Publishing and outbound marketing
                                        • Nurtures and email marketing
                                        • Landing pages for lead generation
                                      • Reporting
                                        • Sales view into marketing activity
                                        • Sales view into lead score, rank
                                          and behaviour
THE 6 KEYS TO STAND OUT SOCIAL MARKETING



                                    Mike Lewis
                  Author of ‘Stand Out Social Marketing’
                     Vice President of Marketing & Sales
                                        Awareness, Inc.
                                          @bostonmike
                    mike@standoutsocialmarketing.com
Connect Questions via Twitter:
ABOUT ME…                                                       #standout @bostonmike




• CMO, Peoplefluent
• Boston native, father of 2
• Active blogger, tweeter, and social media
  enthusiast
• Author, Stand Out Social Marketing,
  McGraw-Hill, Nov 9, 2012



                                    Blog:
                                    StandOutSocialMarketing.com

                                    Facebook:
                                    Facebook.com/standoutsocial

                                    Twitter:
                                    @bostonmike
Connect Questions via Twitter:
WHY SOCIAL?                                              #standout @bostonmike




                             VS.




                         Differentiatio
        Enterprise             n                    SMB
   Heavy Sales Process                    Little-to-No Sales Process
       Optimization                             Management
Connect Questions via Twitter:
THE 'SALES PROCESS OPTIMIZATION' BLOG     #standout @bostonmike
Connect Questions via Twitter:
                                                                                   #standout @bostonmike



                               PUBLISH                                        PHASE 1
                                                       ENGAGE                Differentiate
     MONITOR
                             Publish to Multiple                             ABOVE the
                             Social Destinations
Prospect for conversations                         Engage with Prospects        Funnel

            ACQUIRE LEADS ABOVE THE FUNNEL



                                                                              PHASE 2
                                                                           Identify & Drive
                                                                           Higher QUALITY
                                                                                leads
                              SCORE AND
                              TARGET with
                                OFFERS

                                                                              PHASE 3
                                CONVERT                                       Increase
                                                                             Conversions
Connect Questions via Twitter:
                                          #standout @bostonmike


   PHASE 1                RESULTS:
  Differentiate
  ABOVE the
                         MORE „AT-BATS‟:
     Funnel
                   1   Went from competing in
                        1 of 5 deals to 3 of 5
                           deals vs SFDC
                         BETTER TARGETS:
   PHASE 2
Identify & Drive
                   2      Engaged with the
                         RIGHT audience vs.
Higher QUALITY           ANYONE interested
     leads
                              HIGHER
                   3      CONVERSIONS:
                          Win rate rose from
   PHASE 3               30% to 60% in deals
   Increase                   vs SFDC
  Conversions
Connect Questions via Twitter:
THE 6 KEYS & WHERE DELTA STOOD OUT             #standout @bostonmike



      Paying                   Interaction      Content
      Attention




      Presence                 Management       Measurement
Connect Questions via Twitter:
                                       #standout @bostonmike



      Paying Attention
      The Heart of your social
      strategy

      Involves Paying Attention to
      behaviors and individuals



Focus area: Paying attention to
behavior to drive sales

Key Concepts:
•Social Prospecting
•Social Scoring
Connect Questions via Twitter:
FOR EXAMPLE… LET'S SAY WE ARE SELLING…     #standout @bostonmike
Connect Questions via Twitter:
Traditionally…       #standout @bostonmike




   • Broadcast messages
     through multiple channels

   • Collect Data and
     Demographically target

   • Open stores in areas of
     audience concentration

   • Drive people to online or
     offline purchases
Connect Questions via Twitter:
Through Social We Would:                                               @bill Need new shoes
                                                                   #standout @bostonmike
                                                                       for the office party.
                                                                       What to buy?


  • Listen for individuals who show               Need shoes? We have the largest
                                                  selection & 20% discount so you look
    a likelihood of buying                        great at the party http://bit.ly/45hdf


  •   Target:                                                   month 2 in marathon
                                                                training. Feeling better
       Hyper-target individuals with                           everyday
        contextual offers and
        content                         Dude! If you need a new pair of kicks check these out
                                        http://bit.ly/jhgk - We will power you on the big day!
       Identify Contextual

        Influencers                     HUGE ski trip with the guys
       Market to a widget              next month! Can’t wait!
        enthusiast group on
        Facebook                        Looking for new ski boots? 10% of for you today
                                        http://bit.ly/jhgk
       Contextual groups (or

        create one)                     UGH! I hate back to school
                                        shopping for the kids!


                                        We hate it too... shop online and avoid the hassle... free
                                        returns! http://bit.ly/jhgk
Connect Questions via Twitter:
                                                        #standout @bostonmike

 social scoring = finding prospects & converting them to
High potential to
                        customers                   Customer &
    buy          Influencer       Partner Candidate               Advocate
Connect Questions via Twitter:
THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike




                         Social Prospecting




                         Automated Social Profile Collectio




                         Social Scoring
Connect Questions via Twitter:
SOCIAL PROSPECTING                                  #standout @bostonmike


                 Pay attention to the conversations and actions
                 that demonstrate a liklihood of sale. Identifying
                 buying signals and listen for them.

                  Example: Pella Windows
Connect Questions via Twitter:
IMPLICIT VS EXPLICIT BUYING SIGNALS                        #standout @bostonmike


Example: Pella Windows

                    Explicit            Implicit
                “Looking to buy
                 new windows.     “Ugh… I can‟t get
                 Anyone have       this draft to stop!
                experience with    It‟s cold in here!”
                    Pella?”
                 “What is the    Just starting work
               cheapest place to    on the new
              buy new windows?”       addition!
                                    Just bought the
                 “Looking for a
                                  new house and am
               recommendation
                                    getting ready to
                on windows…”
                                   move next week!!
Connect Questions via Twitter:
    SOCIAL PROFILE COLLECTION                                      #standout @bostonmike


     Collected the publically available profile information on the individuals
     engaging in your specific conversations.




                              Engagement on brand
                             owned social destination


                                                               Participation in
Public Posts and actions
                                                                  Facebook
on Social Networks like:
                                                           contests, Downloads, et




                                   Social Profile
Connect Questions via Twitter:
SOCIAL SCORING                                              #standout @bostonmike


Develop a scoring criteria that is dynamic and identifies individuals based
on actions over time.
Connect Questions via Twitter:
DEFINE A PATH TO PURCHASE                   #standout @bostonmike



           TRACKING BEFORE DIRECT ENGAGEMENT
Connect Questions via Twitter:
BUILD A BEHAVIORAL SCORE MODEL     #standout @bostonmike
Connect Questions via Twitter:
SOCIAL SCORING IN ACTION                                                 #standout @bostonmike




                                                                                   +10 points
                                                                                  Visited page


                                                          +10 points
                                                     “Any recommendations
                                                          for product?”

                                         +5 points
   Prospective                      Joined Facebook
      buyer                               page


                             +5 points
                           “looking to buy
                            something…”
Connect Questions via Twitter:
HYPER-TARGETED MARKETING CAMPAIGNS     #standout @bostonmike
Connect Questions via Twitter:
REAL LIFE EXAMPLES                                #standout @bostonmike




   The Louisville Real Estate
            Agent
                                    IBM Generates Millions by
                                       Listening for Leads
    30% conversion rate on
   leads sourced via Twitter




  TriNet Listens for „events‟ and   Roger Smith Hotel attracts
          sells software                    guests
Connect Questions via Twitter:
FOILED CUPCAKES     #standout @bostonmike
Connect Questions via Twitter:
                     #standout @bostonmike




                     Mike Lewis
Author of „Stand Out Social Marketing‟
 Chief Marketing Officer, Peoplefluent
                        @bostonmike
 mike@standoutsocialmarketing.com
15   years experience
       1,000   global partners
      12,000   customers worldwide



integrate accelerate™
The Data Integration Gap




integrate accelerate™   Source: The State of Customer Data Integration 2012, Scribe Software
Closing the Gap

     10010011101101001111001101
     10011001111000111001010011
     00100111010100011110001001
     10011100011100110101000110
      010101010101010101001010    big data| unstructured, chaotic
       1101110101010101101100
        01010001010010011011         anonymous| ubiquitous
         011001111000111000
          01010101010101001
           1001110101000111




                                  tiny actions| structured, repeatable
                                     right person| right time




                                  enormous results| new opportunities
                                     growth| lifetime customer value


integrate accelerate™
Closing the Gap



     identify| cross-channel
         associate| expand contact view


     profile| demographics, history
         personalize| preferences, opinions


     engage| event driven
         listen| prioritize, work backwards, iterate


integrate accelerate™
Next Steps


       Download the white paper:

       www.scribesoft.com/State-of-CDI

       Get the book:

       www.amazon.com



        10 attendees will be notified in the next
             hour that they’ve won 1 of 10
                 autographed copies!
integrate accelerate™

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Scribe online 01 best practices for sol performance
 
Scribe online 03 scribe online cdk and api overview
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Scribe online 04 o data connector
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Lead Generation Strategies for the New Social Consumer

  • 1. VOIP Is Enabled, however if you cannot hear please use web meeting dial in details Lead Generation Strategies for the New Social Consumer How to build lasting relationship with the social customer integrate accelerate™
  • 2. Housekeeping • Phone lines are muted • Presentation is approximately 50 Minutes with Q&A • Use the Question feature in GoToWebinar panel to submit questions • Questions will be addressed at the end of presentation integrate accelerate™
  • 3. Agenda • Introduction of presenters • Top 2 lead problems • How to drive sales through social • Tying it together with integration • Questions & Answers integrate accelerate™
  • 4. Presenters Peter Chase Executive Vice President and Founder Scribe Software pchase@scribesoft.com @PeterRChase Mike Lewis Social Media Guru and Author of “Stand Out Social Media” Lewis_mich@yahoo.com @BostonMike Richard Evans Director, Partner Marketing and Alliances Silverpop revans@silverpop.com @rlevans integrate accelerate™
  • 5. About Silverpop • Digital Marketing Platform for email marketing and marketing automation • 5,000 customer brands • Across 38 countries • 500 employees
  • 6. We all have challenges Changing Funnel waste buyer behavior
  • 7. Only 5% of leads you and I generated in the last month are ready to buy NOW.
  • 8. Our old funnel (and perhaps yours)
  • 9. 65% of our leads went to waste.
  • 10. B2B buyer decision cycle Reconsideration Satisfaction Selection Acknowledgment Investigation Decision Source: R. Jolles Measurement Criteria
  • 11. Emerging buying cycle gap... Reconsideration Satisfaction 5% Selection Acknowledgment 79% Investigation Decision Source: R. Jolles Measurement Criteria
  • 12. Emerging buying cycle gap... Reconsideration Satisfaction problem Selection Acknowledgment 2% Investigation Decision 2-3% Source: R. Jolles Measurement Criteria
  • 13. How we began curing ourselves The buying cycle has changed
  • 14. Prospects are narrowing the field... “During the initial research phase, the survey showed 42% of B-to-B buyers evaluate four or more suppliers, but as they move closer to procurement, only 26% get quotes from four or more suppliers.” Source: Chief Marketer, “Adjusting to the Web- Influenced Buy Cycle,” 22 March 2010
  • 15. …almost entirely on their own. Source: ITSMA, “How Customers Choose Solution Providers, 2009.” Global data.
  • 16. How we began curing ourselves How we began curing ourselves
  • 17. We realigned Sales/Marketing around a common language – revenue.
  • 18. Scoring Leads: Enhance Sales and ROI Source: Silverpop Research
  • 19. Integrated Lead Scoring Lead Breakdown A, 600 B, 2000 D, 6500 C, 2500
  • 20. Introduced a New Lead Scoring Model Heavy Low Interest Interest Right Fit A 1 2 3 4 B 1 2 3 4 C 1 2 3 4 D 1 2 3 4 Not a Fit Sales DG Mktg Dead
  • 21. Began routing leads based on scoring Marketing became lead-traffic-controllers
  • 22. Began routing leads based on score
  • 23. Introduced nurture programmes Media Nurture Inbound Demand Gen Event Follow-up Open and Re-Engage Silverpop on Silverpop Dead/Lost
  • 24. Email Nurturing • Level 1: Batch and Blast • Level 2: Simple Drip programs • Level 3: Multi-Track, Multi-Step programs
  • 26. Sales Control over Nurturing
  • 27. The results... • Reduced non-contacted leads from 65% to < 4%. • Increased lead conversion rates by over 2x in 12-months • Increased marketing-generated revenue by more than 100% in 12- months – Marketing generated over 70% of total sales revenue • Increased opportunity creation to support 50% increase in sales team size
  • 28. What tools are needed? CRM System Marketing Automation • Database of record Platform • Lead and opportunity tracking • Lead management • Pipeline opportunity reporting • Lead Scoring • Sales process management • Lead Routing • Lead Alerts to Sales • CRM integration for sales-initiated campaigns • Publishing and outbound marketing • Nurtures and email marketing • Landing pages for lead generation • Reporting • Sales view into marketing activity • Sales view into lead score, rank and behaviour
  • 29. THE 6 KEYS TO STAND OUT SOCIAL MARKETING Mike Lewis Author of ‘Stand Out Social Marketing’ Vice President of Marketing & Sales Awareness, Inc. @bostonmike mike@standoutsocialmarketing.com
  • 30. Connect Questions via Twitter: ABOUT ME… #standout @bostonmike • CMO, Peoplefluent • Boston native, father of 2 • Active blogger, tweeter, and social media enthusiast • Author, Stand Out Social Marketing, McGraw-Hill, Nov 9, 2012 Blog: StandOutSocialMarketing.com Facebook: Facebook.com/standoutsocial Twitter: @bostonmike
  • 31. Connect Questions via Twitter: WHY SOCIAL? #standout @bostonmike VS. Differentiatio Enterprise n SMB Heavy Sales Process Little-to-No Sales Process Optimization Management
  • 32. Connect Questions via Twitter: THE 'SALES PROCESS OPTIMIZATION' BLOG #standout @bostonmike
  • 33. Connect Questions via Twitter: #standout @bostonmike PUBLISH PHASE 1 ENGAGE Differentiate MONITOR Publish to Multiple ABOVE the Social Destinations Prospect for conversations Engage with Prospects Funnel ACQUIRE LEADS ABOVE THE FUNNEL PHASE 2 Identify & Drive Higher QUALITY leads SCORE AND TARGET with OFFERS PHASE 3 CONVERT Increase Conversions
  • 34. Connect Questions via Twitter: #standout @bostonmike PHASE 1 RESULTS: Differentiate ABOVE the MORE „AT-BATS‟: Funnel 1 Went from competing in 1 of 5 deals to 3 of 5 deals vs SFDC BETTER TARGETS: PHASE 2 Identify & Drive 2 Engaged with the RIGHT audience vs. Higher QUALITY ANYONE interested leads HIGHER 3 CONVERSIONS: Win rate rose from PHASE 3 30% to 60% in deals Increase vs SFDC Conversions
  • 35. Connect Questions via Twitter: THE 6 KEYS & WHERE DELTA STOOD OUT #standout @bostonmike Paying Interaction Content Attention Presence Management Measurement
  • 36. Connect Questions via Twitter: #standout @bostonmike Paying Attention The Heart of your social strategy Involves Paying Attention to behaviors and individuals Focus area: Paying attention to behavior to drive sales Key Concepts: •Social Prospecting •Social Scoring
  • 37. Connect Questions via Twitter: FOR EXAMPLE… LET'S SAY WE ARE SELLING… #standout @bostonmike
  • 38. Connect Questions via Twitter: Traditionally… #standout @bostonmike • Broadcast messages through multiple channels • Collect Data and Demographically target • Open stores in areas of audience concentration • Drive people to online or offline purchases
  • 39. Connect Questions via Twitter: Through Social We Would: @bill Need new shoes #standout @bostonmike for the office party. What to buy? • Listen for individuals who show Need shoes? We have the largest selection & 20% discount so you look a likelihood of buying great at the party http://bit.ly/45hdf • Target: month 2 in marathon training. Feeling better  Hyper-target individuals with everyday contextual offers and content Dude! If you need a new pair of kicks check these out http://bit.ly/jhgk - We will power you on the big day!  Identify Contextual Influencers HUGE ski trip with the guys  Market to a widget next month! Can’t wait! enthusiast group on Facebook Looking for new ski boots? 10% of for you today http://bit.ly/jhgk  Contextual groups (or create one) UGH! I hate back to school shopping for the kids! We hate it too... shop online and avoid the hassle... free returns! http://bit.ly/jhgk
  • 40. Connect Questions via Twitter: #standout @bostonmike social scoring = finding prospects & converting them to High potential to customers Customer & buy Influencer Partner Candidate Advocate
  • 41. Connect Questions via Twitter: THE BIG THREE OF MONETIZING BY PAYING ATTENTION #standout @bostonmike Social Prospecting Automated Social Profile Collectio Social Scoring
  • 42. Connect Questions via Twitter: SOCIAL PROSPECTING #standout @bostonmike Pay attention to the conversations and actions that demonstrate a liklihood of sale. Identifying buying signals and listen for them. Example: Pella Windows
  • 43. Connect Questions via Twitter: IMPLICIT VS EXPLICIT BUYING SIGNALS #standout @bostonmike Example: Pella Windows Explicit Implicit “Looking to buy new windows. “Ugh… I can‟t get Anyone have this draft to stop! experience with It‟s cold in here!” Pella?” “What is the Just starting work cheapest place to on the new buy new windows?” addition! Just bought the “Looking for a new house and am recommendation getting ready to on windows…” move next week!!
  • 44. Connect Questions via Twitter: SOCIAL PROFILE COLLECTION #standout @bostonmike Collected the publically available profile information on the individuals engaging in your specific conversations. Engagement on brand owned social destination Participation in Public Posts and actions Facebook on Social Networks like: contests, Downloads, et Social Profile
  • 45. Connect Questions via Twitter: SOCIAL SCORING #standout @bostonmike Develop a scoring criteria that is dynamic and identifies individuals based on actions over time.
  • 46. Connect Questions via Twitter: DEFINE A PATH TO PURCHASE #standout @bostonmike TRACKING BEFORE DIRECT ENGAGEMENT
  • 47. Connect Questions via Twitter: BUILD A BEHAVIORAL SCORE MODEL #standout @bostonmike
  • 48. Connect Questions via Twitter: SOCIAL SCORING IN ACTION #standout @bostonmike +10 points Visited page +10 points “Any recommendations for product?” +5 points Prospective Joined Facebook buyer page +5 points “looking to buy something…”
  • 49. Connect Questions via Twitter: HYPER-TARGETED MARKETING CAMPAIGNS #standout @bostonmike
  • 50. Connect Questions via Twitter: REAL LIFE EXAMPLES #standout @bostonmike The Louisville Real Estate Agent IBM Generates Millions by Listening for Leads 30% conversion rate on leads sourced via Twitter TriNet Listens for „events‟ and Roger Smith Hotel attracts sells software guests
  • 51. Connect Questions via Twitter: FOILED CUPCAKES #standout @bostonmike
  • 52. Connect Questions via Twitter: #standout @bostonmike Mike Lewis Author of „Stand Out Social Marketing‟ Chief Marketing Officer, Peoplefluent @bostonmike mike@standoutsocialmarketing.com
  • 53. 15 years experience 1,000 global partners 12,000 customers worldwide integrate accelerate™
  • 54. The Data Integration Gap integrate accelerate™ Source: The State of Customer Data Integration 2012, Scribe Software
  • 55. Closing the Gap 10010011101101001111001101 10011001111000111001010011 00100111010100011110001001 10011100011100110101000110 010101010101010101001010 big data| unstructured, chaotic 1101110101010101101100 01010001010010011011 anonymous| ubiquitous 011001111000111000 01010101010101001 1001110101000111 tiny actions| structured, repeatable right person| right time enormous results| new opportunities growth| lifetime customer value integrate accelerate™
  • 56. Closing the Gap identify| cross-channel associate| expand contact view profile| demographics, history personalize| preferences, opinions engage| event driven listen| prioritize, work backwards, iterate integrate accelerate™
  • 57. Next Steps Download the white paper: www.scribesoft.com/State-of-CDI Get the book: www.amazon.com 10 attendees will be notified in the next hour that they’ve won 1 of 10 autographed copies! integrate accelerate™

Editor's Notes

  1. Different from monitoring vendors; we are moitoring for customer acquisitionScorecards bubble up specific customer; kindsB2B and B2C examples – talk about customers we have (FOX, MLB, EMC, FSC, etc) and how they areUpdate the pictures in the back
  2. Thank you Joel. Continuing on this theme that we have a lot of work to do to fully leverage data in our marketing efforts, the following comes from a Survey of about 275 organizations that Scribe commissioned earlier in the year on the state of Customer Data Integration. As you can see, 60% of respondents said that integrating their CRM system with their Marketing Automation efforts was important…a pretty high percentage. However, when asked whether they felt that they had fully integrated these two activities, only between 18 and 29% felt they had. Another interesting note is that those that used 3rd party system integrators had fully integrated their efforts at a 50% greater rate. Scribe delivers its products exclusively through a network of over 1,000 System Integrators across the globe. We understand the key role that these SIs play in delivering successful solutions for customers.So why does this gap between desire and achievement exist?