expanding marketing's role: marketing automation and social listening
DESCRIPTION
Join this session as we explore Micrsoft's latest release of marketing automation - a complete solution to help marketing executives plan, execute and analyze marketing plans. Never before has marketing played such an important role in business growth. Harnessing the data and analytics necessary to support strategic marketing activity is critical and this session will show you how new technologies from Microsoft can help you do just that.TRANSCRIPT
Sales & Marketing
Expanding Marketing’s Role
Lisa Steinhart, Socius Nathan Cox, Socius
Sales & Marketing
Sales & Marketing
eCommerce Expertise
Lisa Steinhart Marketing Director, Socius
Nathan Cox Sr. CRM Consultant, Socius
Sales & Marketing
In This Session…
• Changing Roles For Marketing and Why • Challenges For the Road Ahead • Creative Ways to Solve Common Challenges
Sales & Marketing
•– Anonymity – Preference for Self-Serve
•– Aversion to disclosing buying (BANT) information – Limited/No response to inbound communications (e/voicemail) – Limited attention span (120 e-mails/day)
•– Abundance of accurate content available
•– Desire to engage directly with publisher – Preference for 3rd party/peer research – More proof activities/negotiation (lower risk profile)
The New Buying Behavior
Trust
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Messaging Logistics Content Development Actionable Psychology
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TWITTER FACEBOOK
SOCIAL EXECUTION CRM ANALYTICS WEB/eCOMMERCE
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Key Disparities
• Emphasis still on Sales Automation
• Non Connected Systems is increasing
• Singular and Specialized Systems
GoToWebinar
Calendaring
Web Site
CRM
Analytics
Blog
Syndicated Content
Paid Placement
Sales & Marketing
We Are Where ERP was 15 Years Ago
• Limited Visibility • Disparate Singular Solutions • Spreadsheet Tracking • Manual BI • Left hand not in sync with right…
You knew you were losing money because the $$$ were visible in inventory, and revenue…
Sales & Marketing
Yet in tough times…What Get’s Cut?
• Marketing Budgets • Investments in Marketing Technology • Investments in Marketing Headcount
…Because our systems and data aren’t readily and consistently showcasing the value marketing brings to the organization…
Sales & Marketing
Welcome to the Renaissance of Marketing
• Recognition of today’s marketing requirements – Integration – BI – Dashboarding – Easy tools for left brain thinkers – Automation to speed operations – Visibility into results driven activity
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How to Compile Your Action Plan
• Map your ‘today’ process
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
• Map your Systems and Purpose
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
Sales & Marketing
How to Compile Your Action Plan
• Identify your gaps in process and systems
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
• Document…Document…Document
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
Sales & Marketing
QUICK STORY…
Sales & Marketing
Products Companies
Services Companies
SYSPRO Sage Dynamics
Cloud
BI
CRM
ISV
NAV GP AX CRM HRMS
Cloud Cloud
CRM
ISV ISV ISV ISV ISV
Professional Services
We Have A Complex Mix of Products/Services
Sales & Marketing
Socius Quick Story
• Ran Methodology in February – Email Construction – Sends By Role (2) – GTW Integration
Activity Cost Per Week
Email Construction 1.5
Email Sends by Role 3
GTW Integration 2
Sales Communications 2
Visitor Track $3,600
Nurture Scheduling 3
12 Hours
Sales & Marketing
Our Approach
• Applied Marketing Automation to save 12 hours per week – Nurture scheduled is automatic – Sales gets immediate Updates – Reduction in overall manual entry to CRM – Additional time saved by Sales – Additional benefit – better targeting
Sales & Marketing
Publishers Have More to Offer…
Nathan Cox, Socius