best practices in digital marketing engagement -...
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Best Practices in Digital Marketing Engagement - Townhall
About Sharka
• Chief Transformation Officer, Neural Impact
• 30 year marketing executive (Simply Acctg (Sage),
Pivotal CRM, ATI Technologies, Epicor ERP/
Vantage Point)
• Professor Marketing & Behavioral Science
• Advisor to Microsoft Partners and ISVs around
the globe
• Creator: CRM Product Category
Sharka’s contact info
(604) 987-4275
www.neuralimpact.ca
Vertical
✓ Manufacturing
✓ Distribution
✓ Retail
✓ Services Industries
✓ Public Sector
✓ Financial Services
Expertise in a specific business function or
workload, across industries
(i.e. Compliance, security, event management,
online recruitment, etc.)
Commoditization Higher marginsLower selling
costs
Less discounting Higher win rate Reduced churn
Less price
competition
Higher business
valuation
20%
50%
80%1-3 Industries
(teach)
>3 Industries
(service)
1 Industry
(disrupt)
That’s what they ALL SAY!!!
NOT a Compelling, Defensible, Unique Competitive Differentiation Strategy
“We have a industry solution for your company”
Dif
fere
nti
ati
on
PriceLow
High
High
Experience
Services
Products
Commodity
Customer Relevance
Price and Gilmore, 2011
Retrieved: June 18, http://www.pricegain.com/en/2015/11/26/how-to-price-water/
Cost plus Market Pricing Price Differentiation Value based Pricing
0.003 €/liter 1.30 €/liter 2.25 €/liter 2 000 €/liter
Four Core Pillars for Successful Cloud Practice
Competitive
Differentiation
Using IP
Relevant Value Based
Marketing & Sales
Strategy
Scalable and
Repeatable
Delivery Engine
Driving up
Customer
Lifetime Value
Customer Journey
.
Modern
Workplace
Business
Applications
Apps and
Infrastructure
Data and AI
http://www.websan.com/
AdvocacyRenewExpandPurchase$
EvaluateExplore
Website SEO and
content
Social media-
including blogsSales presentations Website content Social media Social media
Social media-
including blogsEmail campaigns ROI tools
Social media- including
blogsEmail marketing Case studies
White papers Telemarketing Case studies Case studies Telemarketing Public relations
Web content
syndication
Events – online or in
person Offers and incentives Proof of concepts Newsletters Referrals
Social Selling Videos Proof of Concepts ROI tools
Account
management
Educational
Videos
Product trials and
demos
Account
managementAccount management
AdvocacyRenewExpandPurchase$
EvaluateExplore
Poor Engagement
Worst:
700
Microsoft Partner
Average Sessions/month
12,000
Global Average Sessions
CRM 81,000/month
ERP 71,000/monthSingle
Page
Bounce
63%
B2B Average 40%
Of the Sessions that Don’t Bounce:
Min: 1, Max: 4
New
Sessions
70%
Return
Sessions
30%
Global CRM/ERP 35%CRM ERPCRM ERP
B2B 3min+
2:19
Tribal Engagement
(inclusive tribal imagery)LS Retail
Tribal Engagement
(inclusive tribal language)
Persona Engagement
WHY
Boltrics
HOW
WHAT
Scapta
IndustryBuilt (compelling video and screenshots)
Technology Management
IndustryBuilt
Uncertainty
TRUSTConfident Decision
ChargeLogic Shipping
(case study)
Boltrics
Notifications
Assisted Setup
Wizards
Tooltips
Application AreasHide actions in the ribbon to reduce complexity
Link to Videos
Integrated Walkthrough
Cloud Ready Software
• Authorized Microsoft ISV Development Center
• Strong Collaboration with Neural Impact Marketing
• Focussed on all aspects of the product
www.cloud-ready-software.com
Direct Contact: Gary Winter, [email protected]
• Quarterly business themes:
• Bi-weekly, monthly, bi-monthly contact
• Mix digital and human engagement
• Always have a purpose and reason for calling
• Always for the prospect’s benefit – what can you teach?
Website
Messaging
• Imagery
• Video
Email CMNS
Nurture
Campaigns
Social Media
Traditional
Mrktg i.e.
Brochures
Sales
Support
Why
How
What
Try the free value proposition generator: http://neuralimpact.ca/Directions2017
(604) 987-4275
0% 50% 100%
VALUE EXCHANGE AND …
TRUST AND CREDIBILITY
PROOF OF CLAIMS
SIMPLICITY VS …
CURIOSITY AND …
VISUAL STIMULATION
EMOTIONAL …
PERSONA ENGAGEMENT
TRIBAL CONNECTION
EMOTIONAL AUDIT
SUMMARY
Sessions Tuesday Sept. 19
Is your company’s transformation to a cloud business model moving too slowly? Come find out why and how to accelerate it
How to Increase Online Engagement and Drive Conversion
Best Practices in Digital Marketing Engagement - Townhall
Sessions Wednesday Sept. 20
Packaging, Pricing and Positioning Your Cloud Solutions
PB.23
http://neuralimpact.ca/Directions2017
