• Trends Affecting precision and contract manufacturing.
• How to close the sales loop with high value resources and processes.
• The world on the go – everything mobile.
In this presentation, we’ll discuss how data driven analytics are shaping the message and the messenger. It’s no longer sufficient to simply have an attractive website. Manufacturers are discovering the significance of their customers’ experience and journey through the lens of digital. Value based exchanges are at the core of an effective digital marketing strategy.
6. Effectiveness
Sales & Marketing Planning, Tech & Systems
Not at all effective Somewhat Effective Highly Effective
Wing It Fully Integrated
Systems and
Strategy
Maturity
First Steps Young Adolescent Mature Sophisticated
19. Low Tech High Tech
This Presentation On-demand Recording of
this presentation
Phone Conversation Robo-Calls
Personal Snail Mail eMail Blast
Trade Publication
Advertising
Re-targeting web visitors
with specific advertising
Trade Shows Community Hubs
Examples
Wing it
To
Fully Integrated CRM, ERP, Content Management System
Webforms, Mobile Responsive, Live Chat, Webinars
White Papers, blogs, Videos, Content Creation
Branding, PR
Analytics, dashboards,
Search Engine Optimization, Search Engine Marketing, Automated Marketing, Pay Per Click,
Ongoing Sales Training,
Public Speaking, Expert Contributors at conferences and forums
Trade shows
Direct Mail
Automated Quote Modules
eCommerce
Full fledged Sales and Marketing Plan with milestones and implementation schedule
Somewhat Effective. We hit our numbers most of the time, but there is definitely room for improvement.
Highly Effective. We are surpassing our goals, raising prices and turning down business because we have much more demand than we can satisfy.
Source: industrial marketing today.com
Budget – Culture – Human Resources
Strategy
Goals/Initiatives
Growth/Revenue
Vision & Mission
Acquisition/Retention
Lifetime Value
Sales
Teams
Processes
Quotas
Enablement
Tools
Approach
marketing
Approach
Message & Content
Channels
Metrics & Measurement
Alignment
Team
Technology
ERP
CMS
CRM
Email Service Provider
Marketing Automation
Data, Analytics, BI, AI
Scott Brinker
chiefmartec.com
Everyone Talks about digital transformation. This is where the gains could be at scales.
Why? Competition is getting stronger
20% is average
http://contentmarketinginstitute.com/2016/11/manufacturing-marketers-breakthrough-research/?utm_term=manufacturing-marketers-breakthrough-research
Where are you storing this content? Content development and personalization. MORE EFFICIENT
Example of mobile
Multi device journey
Transition: As we look at the trends, I listed some example of both high tech and low tech that apply day in and day out.
Clearly many of the basics and low tech still very much apply
Examples of high tech and low tech according to Todd.
Digital High tech is mostly associated with a different DELIVERY System.
Areas of focus for the remainder of our discussion.
Enablement not equal to automation
Lean gets its day
Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey, powered in part by technology
It’s a bridge between (SLA) sale and marketing. Sales enablement function. You might have all the component parts, but have you pulled it all together with the flux capacitor. Revenue enablement.
Sales enablement is the act of implementing strategies, tools and processes that continually increase the efficiency and effectiveness of your sales ecosystem.
Sales enablement is a strategic, ongoing process that equips sales teams to have consistently effective engagements with prospects and customers throughout the buyer’s journey.
Sales enablement is a strategic, cross-functional discipline designed to increase sales results and productivity by providing integrated content for salespeople along the entire customer’s buying journey, powered by technology.
AJACENTCY AT SPEED
All of this is swirling up to account based marketing. The intersection of technology and personalization is making it more doable and interesting.
Close the sales loop w/ ABM
Where is the conversation
What is the conversation
Who is in the conversation
Precisely Identify the prospects you want to do business with and then market to them directly. There is a renewed interest in ABM because there’s an advancement in tools and technology that make it easier to execute – but the idea of doing ABS & ABM is not new.
This is the biggest trend - IT’s About Scalability – It’s about personalization
Identify Suspects/Prospects (Research Phase)
Reach out (Prospecting Phase)
Have a conversation (Lead Phase)
Diagnose their situation (Opportunity Phase)
Validate the need (Confirm Solution Phase)
Propose Solution (Proposal Phase)
Close
www.itsma.com
How many of you are engaged in ABM?
What the value of a customer?
How many customers do you need this year? This quarter? This ____?
One to one meeting
Executive engagement plans
Account specific thought leadership
Private events
ABM Lite
One to one meetings
Email marketing
Executive engagement plans
Custom collateral
Retargeting
Programmatic ABM
Email marketing
One to one meetings
Retargeting
Direct mail
Blogs social engagement
People like to learn things –endlessly.
Your customers will consume a lot of information so the goal is to have them consume it on their terms.
ACM + Enablement = effective conversion
What are the battle ground moments for your customers?
Example: (conversions)
1) The day they buy an airline ticket to tour your plant
2) Downloading a whitepaper on a technical matter
It’s not sufficient to think only of your customer; you must think of your customer’s customer
Why is sales enablement more important now than ever? You need to know customer’s moment of truth.
The zero moment of truth (ZMOT) refers to the point in the buying cycle when the consumer researches a product, often before the seller even knows that they exist.
Customer Journey continues to trend digital
Evaluate the stages of decision making and habits of your buyers. Do they buy individually or by committee? Who is on the committee? What are their timeframes?
Systems of record (what is the data)
Systems of engagement (how you get it)
Systems of intelligence (how you use it)
Build customer intelligence
Build business intelligence
Marketing technologists
Assumptions - Engineer
Knows - Male Design Engineer from U of M. Worked at 3M. Volunteers at local soup kitchen. Likes jazz. Meets with me only on Tuesdays.
Build your content
Diffusion of Innovation
Everett Rogers, a professor of communication studies, popularized the theory in his book Diffusion of Innovations; died 22004 at 73
Scacity vs social proof
Because of the advances in Mar Tech, marketers need to think like engineers.
Add the wrapper
CMS + Enablement = ABM
Platform vs. Website
Your Website is your wrapper more than it is message. Build it so that it provides a provocative user experience. It’s not a field of Dreams, you need to promote the experience through ABM
Don’t stick your content into a website. Rather, wrap your website around your content. It’s the package that delivers your message.
Roger Ailes’ You are the Message, does not apply to websites.
Data Management Platform - Merges your data with outside date looking for trends and opportunities.
Build a profile of what you are looking for.
Agile software development describes a set of principles for software development under which requirements and solutions evolve through the collaborative effort of self-organizing cross-functional teams.[1] It advocates adaptive planning, evolutionary development, early delivery, and continuous improvement, and it encourages rapid and flexible response to change.[2] These principles support the definition and continuing evolution of many software development methods.[3]
Digital footprint was static
Switching cost, Case Study
Build
Content Inventory, Plan & Migration
Case Study
High margin products
