CRMCustomer  Rela.onship  Management

Jon  Barlow

Agenda:• What  is  CRM?• Where  to  Start• Social  CRM• Ques8ons

“The  purpose  of  a  business  is  to  create  and  keep  a  customer.”

Peter  DruckerThe  Prac8ce  of  Management  1954

What is CRM?

A combination of push and pull marketingIt’s an open dialogue with your customer Process to build a relationship with the customer

Two way communicationDirect and personal across every tacticFocuses on what your customer wantsTrust is developed because you are being more genuine in your messaging

What is a Relationship?

The process destroy the sales and marketing silos.

+ 32%REVENUE

Where to Start?

Client  View

Who  Are  Your  Customers?

ModernKid  

Friendly?Too  Expensive!

Stylish  but  

comfy?

Ask  Good  Ques.ons

• What  do  we  want  to  know  about  the  customer?

• What  behavior  do  we  want  to  drive?• What  challenges  or  obstacles  stand  in  the  

way?

Look  at  the  Data

• Segmenta8on  by:• Demographics• Psychographics• Geography• Organiza8onal  Data

Develop  and  Apply

Use  the  insights  to  drive  message strategy,  find  the  right  customers, and  influence  their  behavior.

Personalize  the  informa<on  to  all  the  right  people.

Spend  the  most  energy  on the  most  profitable  customers.

What do we measure?

Measure, Optimize and Refine

• Campaign ROI• Channel ROI• Cost per Lead (CPL) or • Cost per Qualified Lead• Sales per Lead

ROI Formula (%)

$200k in contracts - ($60k overhead + $50k campaign costs)

$50k campaign costs= 180%

Marke.ng  Costs

AJributed  Revenue

Cost  of  Goods  Sold

Marke.ng  Costs

Cost per (Qualified) Lead Formula

CPQLMarke.ng  Campaign  

Cost

#  Qualified  Leads

$50,000 trade show / 350 qualified leads = $143 per qualified lead

Prospects)(Responders))

Marke2ng)Qualified)Lead))

Sales)Accepted)Lead)

Sales)Qualified)Lead)

Closed))Deals)

2%)

Industry)Conversion))Rate)Averages)

B2B Industry Benchmark for Lead Conversions *"Based"on"industry"averages/benchmark"developed"by"Netprospex"

Average'Deal'Size'

2013'Marke3ng'Generated'Revenue'Goal'

Suspects)

4%)

67%)

47%)

31%)

x))$$$$$))

$$$$$$$)

Goal: Find pregnant women in their second trimester.

Get them to consider Target for baby needs.

Analyze  shopping  cart  data  for  purchase  trends

Create a “pregnancy  score”

Findings:

http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=1&_r=2&hp&

unscented  body  lo8onvitamin  supplementscoUon  balls  hand  sani8zer

Social CRM

A new process?

Not Really...

A disastrous YouTube video posted in 2009 showed two Domino’s employees mishandling a pizza went viral.

Company launched a massive campaign to analyze public opinion across all social media.

Domino’s made company-wide changes including:Altering their pizza recipeReaching out to customers on social mediaAcknowledging mistakes and promising a better product

Domino’s saw a 14% increase in sales the quarter immediately following the campaign.

Ques8ons?

Jon  Barlowjbarlow@capstrat.com

TwiUer:  @jon_barlow

LinkedIn:  www.linkedin.com/in/jbarlow