adam sharp - funnel 16-9-2013

Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team.

October 2013

Service Provider

Change Maker

WHAT I HOPE YOU GET OUT OF THIS SESSION

FROM MARKETER TO CHANGE MANAGER& KEY INFLUENCER

MARKETING CAN BE A TREMENDOUS SOURCE OF OPPORTUNITY & INFLUENCE, OR NOTHING

1. Take new thinking to your Sales OrganizationDrive a common language in you sales and marketing.Quantify your Lead Leakage & SG&A wastage.Consider SOCIAL SELLINGEvolve from ROI Model

2. Have a Marketing PlanSOSTAC, go on google it.

3. Put in place a Marketing InfrastructureFocus on the information architecture and not application architecture

4. Evolve from Brand Manager to Reputation Managers Social (again)Data Governance

5. Think about TIME differently Time to marketingCampaign length

6. Put Content into perspective, Intelligent Engagement Learn to love WorkflowResponsive design Journey = Content

• $1.8bn in EMEA in 2001

• Created a new channel model• Call-centre in Ireland• Integrated contact centre, web

and marketing & customer services with Salesforce et al

• 2003 REALISED ONE CAN’T MARKET FROM A CRM.

ABOUT CLEVERTOUCH

• Educate not Sell• Only 2/3 rds of clients buy on features.

(Forrester Research)

• Content = Thought Leadership• 57% of the buying is done before a company

is engaged (Google)

• Most Sales & Marketing Organizations are inefficient.

• Relying on siloed CRM and email and adhoc routing.

• SG&A @ 30%+ there is a massive need & opportunity for changing structures, increasing performance & outcome.

THE BUYER/SELLER DYNAMIC HAS CHANGED; COMPANIES HAVE TO CHANGE….THIS HAS CREATED A BIGGER PLAYING FIELD OF OPPORTUNITY FOR MARKETERS

1. Revenue growth is now high on the agenda (at last)

2. Most CEOs & Execs know that their SG&A is too large and much is a waste…

3. Marketing = Innovation……….no time for that

4. Maintain the cultural conversation……

5. Prove the ROI……..not great at that

5. Translate technology and potential to the business……….be a change maker

TOO MANY MARKETERS MISUNDERSTAND THEIR ROLE; THE CEO’s PERSPECTIVE

Just 9% of CEOs refer to marketing data for decision making and just 6% of CFO’s.

Tip #1 : 65% of CEOs in FTSE 100 are Accountants, choose your boss wisely!

MARKETING AS A SOURCE OF INFLUENCE

Company A, VC backed started up….“We have spent £100k pcm for the last 3 years and have nothing to show for it” NED & Investor

Company B, Nasdaq listed technology company“We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.” VP EMEA

Company C, Global engineering company“Our Marketing has moved from the flat earth society to a real driver of change in the business” Chairman

OTHER EXECUTIVES WANT CHANGE & INNOVATION TOO,THEY WANT MARKETING TO DRIVE THAT CHANGE

THE IBM STUDY:CMOs’ BIGGEST HEADACHES

THEY NEED SUPPORT TOO

• Social media is here to stay…just can’t

get head round it• Data explosion……needs management• Proliferation of channels and devices• Shifting demographics (insight)• Relationships & journeys not transactions• Proving the ROI

1. Take new thinking to your Sales Organization– Drive a common language in you sales and marketing.– Quantify your Lead Leakage & SG&A wastage.– Consider SOCIAL SELLING– Evolve from ROI Model

2. Have a Marketing Plan– SOSTAC, go on….google it.

3. Put in place a Marketing Infrastructure– Focus on the information architecture and not application architecture

4. Evolve from Brand Manager to Reputation Managers – Social (again)– Data Governance

5. Think about TIME differently – Time to marketing– Campaign length

6. Put Content into perspective, Intelligent Engagement – Learn to love Workflow– Responsive design – Journey = Content

THE CHANGE MARKETER; YOUR PRIORITIES FOR 2014

• CONTENT IS A TACTIC

• 80% IS NEVER SEEN

• TOO MANY CONTENT FACTORIES

• FAR BETTER TO FOCUS ON POSITIONING, SEGMENTATION, TARGETING FIRST.

• TIP #2 : The intelligent use of technologies and engagement can lead to marketing outperformance

WHY CONTENT ISN’T KING

INNOVATION

CONTENT

INFRASTRUCTURE

Typical entry point

• SOSTAC

• SITUATION

• OBJECTIVES

• STRATEGY

• TACTICS

• ACTIONS

• CONROL

• CHECK OUT PAUL SMITH & SOSTAC

PUTTING CONTENT INTO PERSPECTIVE

Positioning, Segmentation & Targeting/Engagement

Content

THE INTELLIGENCE IS NOT IN CONTENT CREATION

• Companies that build journeys and engage clients in a meaningful ways improve performance and client satisfaction by 30-40% (McKinsey)

• Organizations that engage customers in personalised multi-touch engagements typically outperform a transactional approach by over 50% (CleverTouch Marketing)

TRUE CREATIVITY IS IN WORKFLOW & JOURNEY DESIGN

• VMware– Identical assets (to NA)– The difference

• NA largely manual• EMEA & ASIA fully automated• (6 months: 19 languages)

– Automated & personalised delivered much higher results.

• Some stats– $xx:1 ROI– 18 month cycles– $x.xm pipeline from recycled ‘dead

leads’.Nurturing provides a significant ROI

FROM TRANSACTION TO CUSTOMER ENGAGEMENT AND JOURNEYS

• PayPal helping online retailers go mobile.• Educate not sell• Desirable content• Mobile optimization

• Open rates 25-35%• 6% of customer base to microsite• Awareness of mobile payment solutions 11% in

2012, 20% in 2013.• 57% positive view of Paypal as an enabler of

mobile payments • 8% uplift in use.

INTELLIGENT ENGAGEMENT NOW REQUIRES RESPONSIVE DESIGN

BUILD AN INFRASTRUCTURE, LEAVE A LEGACY… MARKETING AUTOMATION

• TIP #3 : “MA is a process not a software purchase.” Stephen Yeo EMEA Marketing Director Panasonic.

BUILD AN INFRASTRUCTURE, LEAVE A LEGACY… MARKETING AUTOMATION

• It is really an opportunity to drive change in an an organization

1. Drive a common sales, marketing and business alignment language– Unifying department/cross

collaboration 2. Assist in the pursuit of a reduction in

technology silos3. Drive data management to data

governance & then an information architectural perspective.

4. Enable workflows that are truly personalised, relevant & behaviour driven

5. Provide ability to put marketing on the front-foot, predicting future outcomes. Metric driven marketing.

Average Buying Cycle (9 months)

Average Campaign (3 months)

Customers buy from people that take time to understand and serve them better, do it intelligently…..

TIME- IF YOUR CAMPAIGNS ARE SHORTER THAN THE AVERAGE BUYING CYCLE THEN YOU ARE LEAVING MUCH TO CHANCE

• Data fetch x10 times per day• 1000s per month automated on the programme• NO MANUAL INTERVENTION• Initially a 2 year programme. Extended another 2 years

TIME TO MARKETING

Trend Micro

Database

Trend Database

Silverpop FTP Site

CleverTouchData

TransformationData manipulated ready for silverpop

Trend FTP Site Data put on to FTP site daily

Silverpop Database

Data uploaded to silverpop for scheduled daily import

New contacts added to Database

POS Segment#1 #4

Welcome Campaign

Default Customer

Communications

Regular Monthly Campaigns

Post Purchase Survey

In Trial Segment#1 #4

Welcome Campaign

Post Trial Activation Segment Post Purchase Survey

Welcome Campaign

Mid Term Survey Renewal Reminders

Activate - Y

Win Back Campaign

SurveyActivate - N

Ad Hoc Campaigns

Extended Trial Period Campaign

Segment

Highlights- over 4-10k pcm enter this programme, all automated (10 times a day)5 routes & 9 languages and multi-touch= 250+ scheduled communications

CAMPAIGN FLOW-USER JOURNEYS

• Product recommendations based on progressive profiling

• Relevancy and personalisation and time to marketing lead to increased traction rates.

• One of 5 newsletter tracks based on personas

DYNAMIC CONTENT

Sept 2012- % rates across all programs

Note: Percentages reflect the proportion of people clicking on the advisor link in the email, who then go on to: fully complete the tool, open the report they are emailed following completion, and click a link within the final report

INVEST

• TIP #4 : Marketing Operations increasing influence

WORKFLOW ISN’T JUST ABOUT CAMPAIGN DESIGN CONSIDER RE-ENGINEERING (BASED ON LEAD LEAKAGE & ORGANISATIONAL ALIGNMENT)

• TIP #5 :Lead leakage tool & find someone who speaks 6 sigma and BPR.

• The market is smaller & less homogenised

– language/country

• US more about lead gen and ‘filling the funnel’

• Europe more about nurturing and loyalty

• Marketing departments here are smaller so often have a wider aspect to MA opportunity

• Europe values services

• Data Governance has a higher currency in Europe

• In Europe end users like to mix it up

HOW IS B2B MARKETING DIFFERENT IN EUROPE?

Tip #6 : EMEA typically has leadership in data management and

lead nurturing strategies.

HAVE A DATA MANAGEMENT STRATEGY, KNOW YOUR TAM

AND YOUR SHARE OF TAM & JOB CLUSTERS TOO

• TIP #7 : GET A HANDLE OF TAM, IMPACT AS MUCH AS 400%

• Only 20% of marketing directors even try and attempt to measure ROI*

• MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. Data, history, content, campaigns etc..

*Source: Adobe CMO report 2012.

BEGIN WITH END IN MIND…….MOVE THE GAME FROM ROI TO REVENUE FORECASTING.

INCREASINGLY ORGANIZATIONS ARE MOVING FROM AN APPLICATION ARCHITECTURE TO AN INFORMATION ARCHITECTURE VIEW.

It is all in the API………

as Marketers your role is to serve your clients

across all channels in a way that suits them…

The rigorous pursuit of a reduction in silos should

be encouraged.

Have a Data Management Strategy

MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES

1. DEMAND GEN & NURTURE

2. Internal comms3. Customer satisfaction/NPS4. Crisis management

5. NPD/Market Research6. Customer service7. Thought leadership8. Recruitment & Training

MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES

1. DEMAND GEN & NURTURE

2. Internal comms

3. Customer satisfaction/NPS

4. Crisis management5. NPD/Market Research6. Customer service

7. Thought leadership8. Recruitment & Training In 4 months 70% increase

in Inbound, now ‘at capacity’

MARKETING IS ALL ABOUT BALANCE - INBOUND AND OUTBOUND

SOCIAL DEMAND GEN IS EVOLVING… PRESENTING OPPORTUNITIES FOR MARKETERS & SALES PROFESSIONALS ALIKE

1. Internal morale & comms

2. Crisis management

3. NPD/market research

4. Customer service

5. Thought leadership

6. Recruitment & Training

7. Demand gen

Social IntelligenceSocial Sharing Social Sign-on

Search & segmentation for marketersSocial selling for sales

Social Listening

Putting Social in the context of Marketing

SOCIAL SHARINGSYSTEMISING WOM

Social Listening

SOCIAL SHARINGSYSTEMISING WOM

Social Listening

That’s an

11% INCREASE18.3%2011

29.4%2012

SOCIAL SIGN-ONDRIVES ACTIVITY

Social Listening

When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities.

Give permission-based access

Quickly and easily interact with campaigns

Skip long forms

SOCIAL SIGN-ONNOW BEING ADOPTED

Social Listening

Of best-in class companies are using social sign-on1

OVERALL LESS THAN 5% OF MA USERS ARE CURRENTLY USING IT.

SOCIAL LISTENINGGOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS

Social Listening

Prospect social profiles

Great for listening for mentions

Good for initiatives such as crisis management, NPD and customer service

Integrations to CRM exist

Only limited profile data

Distinct lack of cohesion with demand generation platform and difficult attribute ROI

Typical focus is SENTIMENT…

SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION

Social Listening

Search

Name: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55

Segment

SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION

= +Access to real-time social indicators of intention and influence based on social criteria

Access to holistic view of contact, including social profile

Social listening

Social Intelligence Search & Segmentation Social Selling

Listen for key prospects or influencers by conversation and engage in real-time marketing, automatically

Social enrichment of exiting contacts

+Linking of social data to B2B contact

records

AT LAST IT IS POSSIBLE TO LISTEN TO CONVERSATIONS, TO SEARCH ON PERSONAS OR TO AUGMENT EXISTING DATA WITH SOCIAL APPENDS.

EXAMPLE WORKFLOW OFSOCIAL INTELLIGENCE FOR DEMAND GEN ….all in the matching engine

Enrich

Name: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55LinkedIn: http://www... Facebook: http://www..Company:CleverTouchRevenue: 2-5MEmployees: 50-100Email: asharp@clever...

Enrich

Revenue: 2-5MEmployees: 50-100Email: asharp@clever...

LinkedIn: http://…Facebook: http://…Company: CleverTouch

Name: AdamLocation: SharpLanguage: EnglishInfluence: 55

WHY SHOULD YOU CARE?

MARKETERS• Social appending existing data• Social (inbound) search• Social segmentation• Conversational trending & marketing• Influencer marketing • Automated campaign integration

SALES• Social listening• Social search• Social selling

• TIP #8 : CHECK OUT ‘SOCIAL SELLING’ TAKE IT BACK TO SALES

SOCIAL INTELLIGENCETHE MARKETPLACE

Social

Intelligence

Inbound search

Conversation analysis

Automated segmentation

Real-time prospect alerting

Social scoringfor MarketingAutomation

Social Intelligence analytics for CRM

Real time conversational marketing & engagement

Social intelligence for proactive sales engagement & social selling

WHERE IS SOCIAL INTELLIGENCE GOING?

1. Take new thinking to your Sales Organization– Drive a common language in you sales and marketing.– Quantify your Lead Leakage & SG&A wastage.– Consider SOCIAL SELLING– Evolve from ROI Model

2. Have a Marketing Plan– SOSTAC, go on google it.

3. Put in place a Marketing Infrastructure– Focus on the information architecture and not application architecture

4. Evolve from Brand Manager to Reputation Managers – Social (again)– Data Governance

5. Think about TIME differently – Time to marketing– Campaign length

6. Put Content into perspective, Intelligent Engagement – Learn to love Workflow– Responsive design – Journey = Content

THE CHANGE MARKETER; YOUR PRIORITIES FOR 2014

1. Creativity alone is not the basis of outperformance.

2. A science-based approach means that ROI can be replaced with marketing forecasting

3. Your role is to drive change and translate what the technology can do.

4. Vigorously pursue a reduction of silos and long-term campaigns & thinking

5. Leave a legacy… ( & use SOSTAC)

LOOK BEYOND THE FEATURES

P.S. FINAL TIP # MARKETING SHOULD BE A SOURCE OF INNOVATION…….......BUT BEFORE YOU CAN THINK OUTSIDE THE BOX, YOU NEED TO CREATE IT FIRST.

www.clever-touch.com

Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team.

October 2013

adam sharp - funnel 16-9-2013

reputation

average buying

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