The New Role of the Marketer

Eric RaarupChief Marketing Technology Officer

Goals for Today

• Discuss the key trends impacting marketing

• Understand the evolution of marketing and the role technology plays

• Showcase the Microsoft technology landscape for marketers

The Intersection of Technology and

Marketing

Marketing and TechnologyLike Chocolate and Peanut Butter

The New Role of the MarketerThe Intersection of Marketing and Technology

Trends impacting marketers today

Mobility

1 billionsmartphones by 2016, 350M of those being used at work

Social

82 % of the world's online population engages in social networking

Cloud

50 %of enterprise customers are “on the road” to cloud

Data

1.8

zettabytesof digital data were in use worldwide in 2011, up 30% from 2010.

Content

top 10Content marketing is on many marketing leaders top 10

Capture Nurture AnalyzeOur Focus Today:Demonstrating how technologies from Microsoft can help you be an effective marketer

The Technologies of a MarketerEmail OptimizationEmail Service providersSales automationMarketing AutomationDB MarketingSocial Marketing ManagementData warehouseMarketing DataLanding pagesSEOContent Management SystemsCommunityTranslationFeedback / SurveysPaymentsAdvertisingMobile WebSocial LoginGamificationVideoDAMAnalyticsMore

Source: Luma Partners

Marketing with Microsoft

An ecosystem of solutions for marketing

State of the StateServices / Strategy

Add-Ons

Core

Microsoft Dynamics CRMThe Core System for Customer / Prospect Information

Sales Service Marketing

CasesIncidentsTicket MgmtQueuesMore

CampaignsMarketing listsEmailLiteratureMore

AccountsContactsLeadsOpportunitiesMore

Sales Force Automation with Dynamics CRM

Service Management with Dynamics CRM

Marketing Automation with Dynamics CRM

ClickDimensionsMarketing Automation Add-on for Dynamics CRM

Web Tracking

Campaign Tracking

Landing Pages

Email Marketing

Social Discovery

Drip Marketing

Lead Scoring

Form Capture

Search/Advertising

API (with Event and eCommerce Tracking)

Surveys

Subscription Management

Driving revenue through web-to-lead conversion by connecting CRM with your website to track and convert visitors

1.

Goal: Improve ROI from website

• Requires integration between website and backend systems

• Ideally capture information in CRM to build out profiles

• Track / score leads based on activity on the site

Turn web visitors into marketing qualified leads (MQL)

Web to LeadConverting anonymous web visitors to leads

ConvertIP Organization

Anonymous Visitors

??

?

Self Identify

✔

✔✔

Use CaseContact Us Form on Website

The submission of this form

– Automatically creates a lead (or updates a contact) in CRM

– Automatically associates all anonymous browsing history (site visits / page views) to the lead or contact record

Leveraging ClickDimensions Web Tracking in CRMCapture every view and visit

Convert from anonymous to knownLeveraging ClickDimensions online forms for Call To Action (CTA)

Summary: Web to Lead

• Integrating website to CRM can improve lead process

• Scoring leads can drive activities for follow up

• Providing intel on web activity can help qualify lead for sales

2. Align a content marketing strategy through lead nurturing automation to capture mindshare and convert suspects to prospects

Goal: Leverage content marketing for nurture

• Drip content to target prospects• Track effectiveness based on stats• Hand off to sales at the right point

Nurturing with content can help build brand / leads

Drive awareness in areas of suspected interest to a prospect using a 3 step email nurture program over a period of (n) days

Lead Nurturing ConceptEmail based approach

If engaged, then becomes MQL and goes to sales

ProspectDetermine

PersonaInitiate

Nurture flow Email 1 Email 2 Email 3Disqualify

Email 1: Example: Analysts perspective / researchEmail 2: Example: Customer case studyEmail 3: Example: Our recommended approach

Lead Nurture Workflow

Summary: Lead Nurture

• Lead nurturing can play key role in content marketing strategy to get key content into hands of prospects

• Once workflows are defined they can be run on a lead

• Easily qualify / disqualify based on actions

Gain better insight into your customers by visualizing information from multiple systems

3.

Data … Big Data

80% growth

of unstructured data is predicted over the next five years.

1.8 zettabytes

of digital data were in use worldwide in 2011, up 30% from 2010.

Key challenges with growth of data

• More challenging to manage• More challenging to analyze and make decisions• Not just databases you own … social is a big driver

of data growth

More and more difficult to gain customer insight

Mr./Ms. Marketer … Meet Excel 2013Visualizing and Analyzing large volumes of data

Excel 2013

PowerPivot

Analyze millions of rows of data

PowerView

Visualize info quickly in multiple ways

PowerView

Create interactive charts and reports

Customize and publish your reports to SharePoint

Analyze trends

Demo

Power MapA new way to look at the earth

Summary: Customer Insight

• Truly understanding your customer may involve looking at data from multiple systems

• Data may live outside your organization

• Align the right visual to the right information

A look into the future

Key challenges with Social

• Monitoring what is being said about your brand• Multiple Channels• Gauging sentiment across social media channels

Moving target can be challenging to staff

Coming Soon!

Social Analytics / SentimentNetbreeze

+

MarketingPilot brings strong Integrated Marketing Management (IMM) capabilities to the Microsoft Marketing toolset with a focus on resource and spending management plus integration with Dynamics CRM

Coming Soon!

MarketingPilotMarketingPilot brings a new level of marketing functionality to Dynamics

Create content, including packaging, advertisements and collateral materials.

Plan and manage marketing campaigns.

Manage spending and marketing budgets.

Place advertisements and execute marketing campaigns using traditional and digital channels.

A look ahead

CRM Awesomewww.crmawesome.com

A Great Blog to Followwww.chiefmartec.com

Popular Posts

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