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Copyright © 2013 CleverTouch Marketing. All rights reserved.
Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team.
October 2013
1
Copyright © 2013 CleverTouch Marketing. All rights reserved. 2
Service Provider
Change Maker
WHAT I HOPE YOU GET OUT OF THIS SESSION
FROM MARKETER TO CHANGE MANAGER& KEY INFLUENCER
Copyright © 2013 CleverTouch Marketing. All rights reserved. 3
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
Copyright © 2013 CleverTouch Marketing. All rights reserved. 4
• $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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
CEO
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved. 11
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved. 12
• SOSTAC
• SITUATION
• OBJECTIVES
• STRATEGY
• TACTICS
• ACTIONS
• CONROL
• CHECK OUT PAUL SMITH & SOSTAC
PUTTING CONTENT INTO PERSPECTIVE
Positioning, Segmentation & Targeting/Engagement
Content
Copyright © 2013 CleverTouch Marketing. All rights reserved.
THE INTELLIGENCE IS NOT IN CONTENT CREATION
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• 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)
Copyright © 2013 CleverTouch Marketing. All rights reserved.
TRUE CREATIVITY IS IN WORKFLOW & JOURNEY DESIGN
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
BUILD AN INFRASTRUCTURE, LEAVE A LEGACY… MARKETING AUTOMATION
• TIP #3 : “MA is a process not a software purchase.” Stephen Yeo EMEA Marketing Director Panasonic.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
T M B
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Time
Default Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment#1 #4
Welcome Campaign
Post Trial Activation Segment Post Purchase Survey
#1 #2
Welcome Campaign
Mid Term Survey Renewal Reminders
Activate - Y
Win Back Campaign
SurveyActivate - N
Ad Hoc Campaigns
#1
#2
#8
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Sept 2012- % rates across all programs
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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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
INVEST
• TIP #4 : Marketing Operations increasing influence
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
HAVE A DATA MANAGEMENT STRATEGY, KNOW YOUR TAM
Copyright © 2013 CleverTouch Marketing. All rights reserved.
AND YOUR SHARE OF TAM & JOB CLUSTERS TOO
• TIP #7 : GET A HANDLE OF TAM, IMPACT AS MUCH AS 400%
Copyright © 2013 CleverTouch Marketing. All rights reserved.
• 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.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
INCREASINGLY ORGANIZATIONS ARE MOVING FROM AN APPLICATION ARCHITECTURE TO AN INFORMATION ARCHITECTURE VIEW.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES
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1. DEMAND GEN & NURTURE
2. Internal comms3. Customer satisfaction/NPS4. Crisis management
5. NPD/Market Research6. Customer service7. Thought leadership8. Recruitment & Training
Copyright © 2013 CleverTouch Marketing. All rights reserved.
MARKETING AUTOMATION IS TOO IMPORTANT AN OPPORTUNITY TO ONLY BE USED FOR MARKETING PROGRAMMES
34
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’
Copyright © 2013 CleverTouch Marketing. All rights reserved.
MARKETING IS ALL ABOUT BALANCE - INBOUND AND OUTBOUND
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL SHARINGSYSTEMISING WOM
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
Social Listening
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL SHARINGSYSTEMISING WOM
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
Social Listening
That’s an
11% INCREASE18.3%2011
29.4%2012
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL SIGN-ONDRIVES ACTIVITY
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL SIGN-ONNOW BEING ADOPTED
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
Social Listening
21%
Of best-in class companies are using social sign-on1
!!!
OVERALL LESS THAN 5% OF MA USERS ARE CURRENTLY USING IT.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL LISTENINGGOOD FOR THOUGHT LEADERSHIP AND UNDERSTANDING AWARENESS
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
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
BUT!!
Only limited profile data
Distinct lack of cohesion with demand generation platform and difficult attribute ROI
Typical focus is SENTIMENT…
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL INTELLIGENCE A NEW HORIZON FOR DEMAND GENERATION
Social IntelligenceSocial Sharing Social Sign-on
Search & segmentation for marketersSocial selling for sales
Social Listening
Search
Name: Adam SharpLocation: WinchesterLanguage: EnglishInfluence: 55
Segment
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
SOCIAL INTELLIGENCETHE MARKETPLACE
Social
Intelligence
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Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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?
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved.
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
Copyright © 2013 CleverTouch Marketing. All rights reserved.
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.
X
Copyright © 2013 CleverTouch Marketing. All rights reserved. 58
www.clever-touch.com
Copyright © 2013 CleverTouch Marketing. All rights reserved.
Why Content isn’t king, why most marketers are gamblers; 6 ways to build massive credibility with your executive team.
October 2013
59