Post on 20-Aug-2015
transcript
INCREASING SALES WITH SOCIAL CRM
Alicia Anderson@aliciakanderson@blythecollc
Blog: think.blytheco.comwww.blytheco.com/BAM
What will we learn today?
What is Social CRM? Sales data vs. Sales Intelligence Tools of the trade Are you ready?
Sales 2.0| SLIDE :4
Internet Social
A more well-
informed buyer
Getting in the door| SLIDE :5
time
leve
l of
bu
yer
acti
vity
“I’m just downloading
stuff”
“We have a project” “We’ve
made a decision”
“I’m just browsing”
“We’ve shortlisted vendors”
awareness consideration purchase
online
“70% of the B2B buying process happens online”SiriusDecisions Inc.
How do we increase sales with Social CRM?
SLIDE :7
Listen for sales intelligence Acting on “trigger events” Leverage our own social networks Empower sales
“Social CRM is a philosophy and a business strategy, supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.”
Social fulfills the promise of CRM
Every dollar invested in CRM = $5.60 CRM jumped from 18 to 8 in CIO priorities But the relationship was still transactional
Data doesn’t tell the whole story Doesn’t make customers feel valued Communications Revolution! Social = a more personal relationship
Audience Participation Moment
How many of you are using social media in your sales process?
Listening for the Intelligence
DataData
IntelligenceIntelligence
Data vs. Intelligence – CSO Insights
Assuming $1M Quota, Intelligence vs. Data => $110k/Rep Improvement
Tools of the Trade CRM
Sales force automation Marketing automation Customer service
Social Intelligence
CRM - Increase Sales Productivity
“In just 12 months, we shortened our sales cycles by 20 percent & increased our new business by 15 percent”Massimiliano Pianigiani, Sales Director, Mia Energia (Italy)
“We’ve experienced productivity gains of 30-50 percent”Erica Vorsay, General Manager, Trans-Tasman Business Circle (Australia)
“Our sales team has increased productivity by 30 percent while our customer service team has improved its response time by 50 percent.”Mahzan Miskam, Head of Information Communication Technology, UEM Land Group (Malaysia)
Improve Customer Service“The integration of SugarCRM throughout the business has reduced order processing from a half a day to less than one hour.”Naomi Simson, CEO, Red Balloon (Australia)
“Our switch to SugarCRM means that we are now even better equipped to deliver excellence in customer service”Alex Pettefer, UK Group Marketing Director, Loomis (UK)
Better Visibility and Cost Savings
“In just over a year we have reduced employer’s health care costs by 20 percent and reduced membership information processing time by 60 percent.”Marty Heaner, CTO, Tenzing Health (USA)
“SugarCRM’s customization and integration capabilities have saved us tens of thousands in operational costs thanks to its ability to tie sales and back-office operations together.”Martin Ross, VP of Technology, Healthscreen (Canada)
“We have tripled the number of web leads, and increased the visibility into our business”Jennifer Maitland, Marketing Operations Manager, Caplin Systems (UK)
CRM That Puts Users First
CRM With a Choice
CRM in an Open Ecosystem
Integrations Social
CloudMobile
SugarCRMOpen Ecosystem
Social Intelligence – InsideView| SLIDE :22
Real-time, customer intelligence Valuable social connections Integrated into CRM So sales reps can learn critical information to win more deals.
92% of prospects and customers
never take a cold call or email
A Sales Intelligence & Social Selling Company
A Credit Rating Company
A Data collection Company (consumer & business)
A CRM Company
A Social-Media Company
InsideView - a Different Approach
| SLIDE :24
Intelligence to Sell B2P
| SLIDE :25
…….more INTELLIGENCE
ç
√
ConnectionsPeople Insights
Watchlists/Alerts List Building
RightPerson
RightMessag
e
Right Time
Company Info Contacts
Selling to People, Not Contacts
Find the right people & companies Discover how to connect with them Extend beyond your personal network
| SLIDE :27
RightPerson
RightMessag
e
Right Time
• Learn about the person behind the contact• Listen & engage in social conversations• Understand key company drivers today
• Follow the right people & companies• Focus on the events that matter• Be the first to know
Find Better Prospects – right person, right time
Expert Call Prep – faster, better
Save Time – harness the web “all in one place”
Increase Win Rates – higher conversions, and faster cycles
Save Money – eliminate data subscriptions and list rental
CRM Adoption – salespeople love it!
Clean CRM records – sync external data into CRM
Smarter, more confident, and better prepared.
Key Benefits
Results Across the Revenue Cycle
| SLIDE :29
email bounce rates⏏ open rates⏏ lead conversion rates
• Find and target the right prospects• Automatically enrich and
score leads• Run targeted micro-
campaigns
• Engage at right time, with right message• Reduce research time• Accelerate opportunities
and mitigate risk
• Build deeper relationships• Get inside edge on new
opportunities.• Expand champions • Deliver ongoing strategic
value, not just upsells
⏏ call response rates⏏ opportunity win rates
⏏ renewal rates⏏ products per customer⏏ revenue per customer
MarketingFind &
Qualify Leads
Acct Management
Renew & Upsell
SalesEngage & Convert
Opportunities
InsideView inside CRM
• Company Info
• News Alerts
• Social Profiles
• Financials
• Family Tree
• Industry Profiles
• Connections
• List Building
• Sync to CRM
Are You Ready? Is your community social? How’s your culture? Are your core systems optimized?
Do’s and Don’ts
Ask what your customers want
Identify the channels Find mutually
beneficial outcomes Be patient
Assume you have to be social
Assume software solves everything
Treat all channels the same
Just broadcast
Do… Don’t…
What Have You Learned? What is Social
CRM? Data vs.
Intelligence Tools of the trade Are you ready?
Try SugarCRM for Freewww.blytheco.com/sugar
Inbound Marketing Strategy
Don’t know where to start with marketing? We can help www.blytheco.com/ba
m
Join us! ExecConnection OC Orange County business leaders November 8, 5:30pm – 7:30pm, Bowers
Museum Speaker – Laura Wolf, IBM http://execconnectionoc.eventbrite.com/
Questions?
Find these slides on www.slideshare.net/blytheco
Need Help?
Want a jumpstart on your marketing? First find out where you stand today.
Get your Free marketing grader report – email us at social@blytheco.com or visit www.blytheco.com/bam.