101-07
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)