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Ayojak Content Strategy Prepared by Seven Consulting

OverviewBusiness Needs

Issues and ThreatsBusiness Goals, Strategy, and Value PropositionBusiness ProcessesInformation Requirements

Proposed IT SolutionProduct FeaturesOperational and Economic Feasibility

Alternative Technology & ImplementationRecommendation & Conclusion

Business Issues & Threats

Business Issues & Threats

❖ Become a leader in the event management industry through highly effective content strategy through IT support➢ Move to a customer relationship management framework

■ Maintain customers and exceed expectations (customer success)■ Sophisticated customer interaction is extremely important

➢ Generate new prospects, leads and ultimately customers■ Quantify progress of lead generation■ Track lead-to-customer sales funnel

Business Goals

Business Strategy ❖ Customer development with IT systems

➢ Operational: Understand customer needs and basic information■ Impress, Improve, and Retain

➢ Analytical: Understand customer behaviour and recognize patterns ■ Data driven decision making

❖ Define and Build Ayojak’s Brand among its stakeholders➢ Produce Informative and Value Added Content (inbound marketing) ➢ Increase customer engagement

■ Right content, to the right people at the right time

❖ Increase Effectiveness of Sales Process➢ Rank leads and track prospects along the sales funnel

Value Proposition

❖ Competitive Advantage➢ Personalized client interaction➢ Real-time educated responses (in comparison to 3 hour

delay)■ Less back-and-forth between Ayojak and agency

➢ Inbound marketing■ Educational content delivered to customers

➢ Lead capture, lead scoring and CRM integration❖ Long-run Sustainability

➢ Data driven decision-making to aid managerial decisions

Business Process - Client Relationship ManagementAs-Is To-Be

Business Process - Content Creation & PublicationAs-Is To-Be

Information Requirements

❖ Operational Level - Day to day➢ Basic demographic information➢ Customer service history➢ Customer complaints➢ Transaction history➢ Internal account related notes➢ Knowledge base of commonly asked questions

Information requirements - Operational

❖ Operational Level➢ Generated

■ Initially - Manual upload of current customers and associated knowledge■ Post-Implementation: Daily system usage

➢ Stored■ Cloud-based servers■ Keep local backup of mission critical files

➢ Distributed■ Remotely through the cloud■ Stakeholders will have user logins

Information Requirements❖ Strategic Level

➢ Analytical information to support strategy■ CRM

● Customer satisfaction level● Common complaints ● Aggregated customer feedback

■ Content Optimization● Successful content campaigns and why ● Most effective content channels ● Trends in the sales funnel (leads → customers)

◆ Bottlenecks and inefficiencies

Information requirements - Strategic

❖ Strategic Level➢ Generated

■ Initially - Manual upload of current customers and analytical knowledge■ Post-Implementation - Custom built dashboards and reports

➢ Stored■ Cloud-based servers■ Keep local backup of mission critical files

➢ Distributed■ Remotely through the cloud■ Stakeholders will have user logins

Proposed IT Solution

❖ Customer Development➢ Operational: Understand customer

needs and basic information➢ Analytical: Understand customer

behaviour and recurring problems

❖ Define and Build Ayojak’s Brand➢ Informative and Value Added Content ➢ Inbound marketing ➢ Increase customer engagement

❖ Increase Effectiveness of Sales Process➢ Rank leads and track prospects

❖ Operational Features➢ Case Management

■ Manage feedback and Questions ■ Track and Solve Problems ■ Communicate with internal experts

➢ Knowledge Base■ Answer Questions Fast (Agency)■ Index Articles on Search Engines

➢ Web Capture ■ Gather Customer support requests

directly from Ayojak’s website➢ Multichannel

■ Filter Posts dependent upon topic■ Identify Priorities

❖ Impress, Improve, and Retain

❖ Analytical Features➢ Custom Dashboards

■ Status of open service cases■ Customer Satisfaction level■ Productivity of service agents

➢ Custom Reports■ Total cases■ Total open cases■ Cases with knowledge base■ Time taken to answer queries

➢ Analytic Snapshot (weeks, months,etc.)■ Build Trend Reports

Proposed IT Solution - Salesforce Features

❖ Data Driven Decision Making

Knowledge Base Intra-Organizational Communication

Custom Reports Custom Dashboard

Proposed IT Solution - HubSpot Features

❖ Content Calendar❖ Blog

➢ SEO Recommendations, Integrated Social Publishing, Mobile Optimization, Analytics❖ Social Media

➢ In-app Publishing, Social Inbox, Analytics❖ Calls to action → Landing Pages & Forms → Lead Management

➢ Forms, Lead Segmentation, Salesforce Integration, Lead Scoring, Analytics❖ Email Marketing

➢ Email Optimizer, Testing across inboxes and browsers, Analytics ❖ Marketing Automation → Email Lead Nurturing → Sales Notifications

HubSpot at a Glance

Content Analytics Lead Tracking & Ranking

Alternative Technology - CRM

SalesForce Service Cloud vs. NimbleNimble

Focus: Customer DevelopmentMain Features:1. Tracks Complete Customer Record➢ History of customer and follow-up opportunities (i.e., who contacted the client last)2. Internal Messaging and Combined Social Integration➢ Allows employees to respond to enquiries promptly3. Contact Segmentation➢ Identifies high value customers

Benefits: Provides customer insight, more affordable, strategic segmentation

Alternative Technology - CRMWhy Not Nimble?Benefits:➢ Features align with CRM strategy➢ Lower costs ($15/user/month vs. $65/user/month)Weaknesses: ➢ Minimal data analysis, shallow insight➢ Lack of business decision support➢ No physical training, only online resources➢ Lack of scalability Salesforce - Service Cloud➢ Personalized service, real-time support (SOS Pilot)➢ Offers customer service on social media channels➢ Knowledge base➢ Higher ROI

HubSpot vs. Infusionsoft

InfusionsoftFocus: Define Ayojak’s BrandMain Features:1. Automated and personalized marketing➢ Map out content campaigns and emails2. Landing pages, forms and themes➢ Build pages that match your brand

Focus: Increase Effectiveness in Sales ProcessMain Features:1. Lead management2. Lead scores and purchase history3. Sales and marketing strategy reports (i.e., dashboard)

Benefits: Low cost

Alternative Technology - Marketing Automation

Alternative Technology AnalysisWhy Not Infusionsoft?Benefits:➢ Features align with business strategy➢ ¼ cost of HubspotWeaknesses:➢ Shallow depth in analytics➢ No Search Engine Optimization (SEO)➢ Not built around inbound marketing methodologyHubspot➢ Search Engine Optimization recommendations➢ Blogging, website, social media monitoring and analytics➢ Better user experience➢ Offers group training courses➢ High ROI

❖ No hardware, no software, no maintenance ➢ Cloud based SaaS

❖ User Training➢ Phone and web-based training for all users

❖ “Project Owner” ➢ Set up accounts➢ Add appropriate users➢ Data migration

❖ IT-Alignment ➢ Emphasize the purpose, value and reasoning for implementing the solution➢ Clearly justify how the technical solution will support the organization➢ Ensure valid feedback loops (weekly retrospectives)

Proposed IT Solution - Implementation

Feasibility - Economics

Alternative Tech: Economic Feasibility

SalesForce: Service Cloud Nimble

Professional PackagePrice: $65/user/month

Basic Business Plan PackagePrice: $15/user/month

HubSpot Infusionsoft

Pro PackagePrice: $800/month

Essentials Package$199/month for 3 users➔ price increase for more users

Feasibility - Operations❖ Required Training Time

➢ Estimated 3 months until full competency ❖ Reliability, Maintainability, Supportability

➢ In 2013 Salesforce had a downtime totaling to less than 1% of the year➢ No intra-organizational maintenance required➢ Account representatives, live support (business hours), knowledge base

❖ Usability➢ Industry leaders in UX, mobile optimization, highly accessible

❖ Disposability ➢ SalesForce: annual commitment; HubSpot, cancel at any time

❖ Scalability ➢ Tiered pricing and service levels allow for nearly infinite scaling

■ ERP integrations (SAP, Microsoft)

Recommended Timeline

Thank you! Q&A?

Comparing Cloud Vs On-Premise CRM ❖ On-Premise

➢ Security ■ Downloaded and Installed on Own Server■ Easy to Monitor Activity ■ Easy to Implement Customized Security

➢ Mobility ■ Require an Additional Software Application

to Link Each Computer together➢ Storage

■ Take up Space on Own Server■ Added Costs and Resources for Additional

Space ➢ Tech Support

■ Tech Support/ IT Support is Required

❖ Cloud ➢ Security

■ Downloaded and Installed by Host Company Server

■ Experts in the Business ● Multitude of Customers

■ Have Additional Software and Security ➢ Mobility

■ Available Wherever and Whenever a Customer Needs

■ Via: Computer, Laptop or Mobile ● Customers Service on the Go

➢ Storage ■ Unlimited Amount of Storage

➢ Environment ■ Energy Efficient

❖ Cloud ➢ Support

■ Ease Stress of Everyday Maintenance

● No Additional Costs ■ Short Implementation Time

● A Few Months vs 6-12➢ Cost Efficiency

■ Good for Small Business’● Charges Per User ● Paid Monthly or Annually

❖ On Premise ➢ Control

■ Direct Control over Updates of Info ■ Responsible for Customization

➢ Cost Efficiency ■ Good for Larger Business’

● Large Amount of Employees Need Access

● High overhead Costs

Comparing Cloud Vs On-Premise CRM

ROI- Salesforce Service Cloud

❖ Survey of Over 5,000 Global Customers by MarketTools Inc. ➢ 5,035 Responses ➢ 95% Confidence Level and 1.38% Margin of Error ➢ Organizations Across the Globe, all Sizes and 20 Industries➢ Accesses Relationship Between Salesforce and Its

Customers ❖ Loyalty Survey

➢ 95% of Customers Would use Salesforce in the Future ➢ 88% Would Recommend Salesforce to Others

ROI- Salesforce Statistics Improved Data Quality and Data Management

86%

Improved Sales Pipeline Visibility 85%

Standardized Business Process 83%

Improved Customer Service/Support 79%

Increased Customer Satisfaction 70%

Improved Forecasting Accuracy 70%

Acquired New Customers 65%

Increased Marketing Campaign Effectiveness

65%

Reduced Sales, Service, Marketing or other Operational Costs

64%

Increased Customer Retention 63%

Enhanced Cross-Sell and Up-Sell Opportunities

64%

Increased Customer Loyalty 55%

Increased Sales Revenues 54%

ROI- Hubspot❖ In 2014 MIT Sloan

Research Student Completed a Research Study on the Return on Investments of Companies using HubSpots’s Marketing Software

What is Value Added Content? ❖ An enhancement to amplify a product or service prior to

being offered to consumers ❖ Value being added to every piece of writing

➢ Provides a Competitive Advantage❖ First step for Inbound Marketing

➢ Creating quality content that attracts customers ■ Instead of hard sales and advertisements

Hubspot Features ❖ Simplifies the Blogging Process

➢ Allows Customer to Focus on Content■ Without Worrying about the Structure

➢ Provides Pre Written Blueprints ■ Can be Customize for Specific Needs

❖ Optimize Posts➢ Built in Search Engine Optimization and Social Tools

■ Help Identify effective keywords■ Displays share buttons linked to social media ■ Accessible on Mobile ■ Help Make sure Content is Broadly Seen ■ Monitor and and Build Inbound Links

HubSpot Features ❖ Managing Content

➢ Organizing, Publishing content all in one place. ➢ Calendar Feature

■ Coordination of Campaigns Across Many Channels (Email, Blog, Social Media etc.) ■ Improves Communication internally

● Enables Collaboration❖ Generate Leads Through Blogs

➢ Equipped with Tools that help attract quality leads ■ Turn them into long term customers ■ Customized Call-to Action and Web Banners ■ Landing Pages in combination with Blog Posts

● Converting Traffic into Leads ■ Contact Database

● Keep track of page views and comments on Blogs ◆ Tracks Engagement

HubSpot Features ❖ Integrated Email and Analytics

➢ Give readers options to subscribe to instant, daily, weekly or monthly updates➢ Customized emails ➢ Monitor Blog views and amount of subscribers over time

■ See which Blog is most successful ❖ Content

➢ Help customize content to specific customers ➢ Evaluate and suggest improvements for current content ➢ Ability to track traffic growth

❖ Website➢ Helps build a more engaging website

HubSpot Features ❖ Social Media

➢ Social Inbox■ Collects Data on Social Media Activity ■ Evaluates Social Media Engagement

● Through Likes, Favorites and Retweets ■ Conversations with customers ■ Scores Social Media Activity ■ Helps Schedule Publishing

❖ Leads➢ Collects data from every touch point with customer’s leads into one simplified view➢ Segmentation ➢ Salesforce Integration➢ Scores Leads➢ Sales Leads Revisit Notifications

Training Details ❖ HubSpot

➢ Inbound Success Training ■ For New Customers■ Personalized Training Experience■ Implementation Specialist

● Create one Campaign utilizing HubSpot tools ■ 1 on 1 Phone Based/Webinar ■ 60-90 Days ■ Cost $2000

➢ Phase One■ Goal Setting ■ Technical Setup ■ Lead Tracking Implementation ■ Salesforce.com Integration

Training Details ❖ Phase Two

➢ Education on Features and Strategy Implementation ■ Customized to Company’s Specific Goals

● Blogging and Keyword Research ● Managing Social Media ● Brand Developement ● Landing Pages and Calls-to-Action ● Prioritizing Leads ● Email Marketing ● Lead Management ● Analytics and Measurements

❖ Phase Three ➢ How to Achieve Goals and Ongoing Strategy

■ Put in Place Regular Goal Reviews

Training Details ❖ Salesforce

➢ Administration Essentials for New Admin ■ 5 Days ■ Classroom or Virtual Classroom

● Self Paced Online Training ➢ Reporting Fundamentals

■ Designed for All Users ■ 1 Day ■ Classroom or Virtual Classroom

Feasibility - Economics

❖ Service Cloud (Professional) Cost: $65/month/user❖ HubSpot (Professional) Cost: $800/month/unlimited users ❖ Assumptions

➢ 2014: 6 Users➢ 2015: 14 Users➢ 2016: 22 Users➢ 2017: 30 Users

Projected Revenue in 2014

❖ Assumptions ➢ Number of Attendees/Per Event: 200➢ Price of Ticket: $10

# of Events to Break-even 22 42 105

Proposed IT Solution - Alternative Tech Implementation

❖ No hardware, no software, no maintenance ➢ Cloud based SaaS

❖ User Training➢ Web based resources

❖ “Project Owner” ➢ Set up accounts➢ Add appropriate users➢ Data migration

❖ IT-Alignment ➢ Emphasize the purpose, value and reasoning for implementing the solution➢ Clearly justify how the technical solution will support the organization➢ Ensure valid feedback loops (Weekly Retrospectives)