1. Online en Social Lead Management
Laura Nuhaan, The Andeta Group
@theandetagroup
#dimday12
15 November, 2012
2.
3.
4.
5. De Klant is veranderd
marketing
marketing
Marketing beweegt verder naar voren in de funnel
6. Customer 2.0 heeft al het geschreeuw uitgezet
Customer 2.0 heeft al het geschreeuw uitgezet
by Orange_Beard
7. Is in charge
Een paar feiten Benut het sociale web
Verwacht direct waarde
60 %
60 % 75 %
85 %
17 %
8. De Proces Kloof
Proces
Demand Gap Sales
Generatie Proces Omzet
Lead Scoring
&
Nurturing
Meer dan 50% van de sales mensen haalt hun target niet (CSO Insights)
90% van leads wordt nooit geclosed (Sirius decisions)
90 % van marketing content wordt niet gebruikt (American Marketing Assoc.)
40 % van sales tijd gaat verloren met het vinden & (re)creatie van content (CMO)
9. Veranderingen vragen om
• Alignment
• Engagement
• Content Marketing
• Social Media
• DATA
• Technologie
10. Start bij de klant
Buyer Persona Content
Behoefte
Zoek Social Journey
Koopproces
Aanbevelingen
11. Buyer persona: Our Customers Are Not Social!!!
John Bits
De ingenieur
30 jaar oud
• 24 uur online
• Tech forum/Twitter
• Tech details
n
Rich Brow
l
Financiee
directeur
nager
Ma rketing Ma
Ria Evera
32. CapGemini receives 4 to 8 leads from
Blogs written by employees. First contact
with IRS which resulted in a mega milllion
deal through a blog.
Editor's Notes
Docent Beecketijn
100000 likes n
100 Linkedin accounts. 600 new videos, ½ M comments on F Facebook is adding 600,000 mobile users per day. 19 M mobiles in 2008 -106 M in 2012
Pushing makes no sense any more
60 % ONLINE. 60 % DIGITAL C LEVEL, 60 % WILL BECOME 85 % 75 % of inquiries through web MORE INFORMED, OWNS THE BUYING PROCESS 17 % of leads from social media Aberdeen ----- Meeting Notes (11/1/12 13:05) ----- this is so important-> get the engagement as early as possible. the way you sell-> is different than it was=> professionalism 75 % is hitting your website…this is one message that get's attention-> how we can tie this to order management -> supply how do we tie this -> they worry about cost, supply…..(ecommerce)
Leads that are not measured in revenu results are useless ACQUISTION, Existing
Integrated approach toelichten alginment alleen succes in proces sales en marketing samen !!! 25 % skechts aligned-> BETER resultaat
Align content marketing with buying process-
Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying ->and 75 % likely to do so in future! IDENTIFY Classical BtoB Decission Making Unit: Design Engineers CFO Marketeers Procurement
WHERE ARE YOUR CUSTOMERS? WHERE DO YOU WANTTHEM TO FIND YOU. ON WHAT SUBJECTS? COMMUNITIES/ JUST STARTING LINKEDIN IS GOOD
20 % more productive Welke content voor wie in welke fase? Welk social media tool daarvoor geschikt Recycle Customize ----- Meeting Notes (11/1/12 13:05) ----- CIO Finance Commercial Man Landing page
Cloud computing Social SalesMaking social media part of sales not only 5 min twittering . Inside sales marketing department. YOU Have to make it easy Social Media Frame Work Programs : Intelligent Listening –Relevant Content Social media calendar (pre-written post and bit.luy links) RSS Feeds and hashtags for sales Personal touch: Option to customize/edit Linkedin posts and Tweets Use video chat, social accounts and personal pages (optimized for search) Share success stories to convince others within IBM Ask Your Customers! IBM surveyed 1000 customers: ->1/3 uses social media in buying _>and 75 % likely to do so in future!
Goede content-> engagen va klanten in early phase-> Nurturen. Hoe behandel je een lead-> welke info-> wie doet dat-> daar heb je Lead Scoring voor nodig ranking-> welke content voor we-> en wie in organisatie aandacht aan geven
Embrace acountability!!!!
Iteratief proces advance in time-> meer gericht-> beter besteding van tijd
Content program-Marketing automation
Te laat in het proces RFP!!! Tech helps!!!!
LISTEN Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
Ross VP of Business Development: Poor experience with Hoovers, tweeted for advise , Insideview was there first!
Policy but before that raamwerk SEO a la IB< maak het makkelijk
Clear what everyone was doing in the lead gen process; Marketing at the beginning. For example simple email blast newsletter. Who followed up CUSTOMER CENTRIC
It also about the costs!!! Niet alleen effectiviteit
Cross media-> versterken van elkaar integratie communicatie en ENGAGEMENT Good by silos! Wie gebruikt deze?
Zou 2 plaatjes van maken
----- Meeting Notes (11/1/12 13:05) ----- 4 marketing and 5 during sales--> needs short list
CapGemini receives 4 to 8 leads from Blogs written by employees. First contact with IRS which resulted in a mega milllion deal through a blog.
