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24/7 CRM24/7 CRMHow Top B2B Companies Use CRM and
Email to Drive Sales and Serve CustomersJoel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.
Key Insights:Real‐time customer insights and engagement across all channels are the name of the game.Marketing technology and advanced data management capabilities are foundational capabilities to address this need.
Successful Marketers Use Data to Engage Customers
CMOs in outperformingorganizations invest more effort in integrating and using data to foster customer relationships.
From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011
Successful Marketers Use Data to Engage Customers
CMOs in outperformingorganizations invest more effort in integrating and using data to foster customer relationships.How Customer Data is Used:• Segmentation/targeting [67%]• Pre‐sale product education [56%]• Needs‐based content [54%]• Delivering offers to buy [58%]
From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011
“Real-time customer insights and engagement across all channels are the name of the game.”
Forrester ConsultingThe New Campaign Management MandateJune 2011
Real-Time Customer Insights
Channels Applications
Email Email Marketing
Event
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Online Meeting
Warranty
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Customer Data
Event Attendance History
Integrated Marketing Automation
Campaign Response Tracking
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Database Management
Segmentation Campaign Planning
ProspectiveCustomers
Iden
tify
Current Customers
Offer
InformationSele
ct
Timing
Channels
Det
erm
ine
Offline
Online
Offline
Campaign Program Development and Execution
Prog
ram
Dev
elop
men
t
Con
tent
Per
sona
lizat
ion
Segment A• Offer/ Message• Channel• Timing
Segment C• Offer/ Message• Channel• Timing
Segment B
• Offer/ Message• Channel• Timing
Database Updating / Lead Scoring
Land
ing
Page
/ M
icro
site
Cus
tom
er D
ata
Acq
uisi
tion
Customer / Prospect Interaction
Event Attendance History
Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group
38% Higher Lead Conversion with IMA
The Value of Integrated Marketing Automation
The number of U.S. smartphone users will reach 115.8 million in 2012, and grow to 137.5 million in 2013.Source: eMarketer
“More people own smartphones than ever before, and they're using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer." Melissa Parrish, senior analyst at Forrester Research, Inc. “Mobile Marketing: Three Principles For Success” February 2012
The Customer Life Cycle
Business Getting
Product Awareness
Product Evaluation
Product Purchase
AcquireAcquire EngageEngage ConvertConvert
Product Usage
Brand Advocate
Business Keeping
Repurchase/Renewal
ServeServe GrowGrow RetainRetain
• 88% of senior business executives worldwide prefer email for communicating with customers (1)
• 59% of B2B marketers say email is their most effective channel for generating revenue (2)
1. Source: Economist Intelligence Unit : Getting Closer to the Customer, May 20122. Source: Crain’s BtoB Magazine, March 2012
Email: The Backbone of Customer Engagement
MagazineVolvo Construction Dealers
Trade Shows
Monthly Email Newsletter
Weekly Remarketing Email
Twitter YouTubeWebsite
Volvo CE Cross‐Channel Marketing Strategy
71% of leads will come from the corporate website by 2015.Source: SeriusDecisions
Company Websites are Trusted Most by Consumers
Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter
Invites visitors to request information on a specific Volvo Construction Equipment machine.
Lead Management Workflow
Data cleansing
Personalized “Thank You” email to customer
Lead report sent to Volvo sales rep
Microsoft Dynamics CRM enables Volvo sales reps to manage leads
Information Request
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT
The Monthly eNewsletter Delivers Latest News on Volvo Products,
Promotions and Services1. Dynamic Content – Volvo designed the email
template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.
2. Interactive Functionality – Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest.
3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re‐design.
4. Performance Metrics– Average Open Rate: 42%– Average Click Through Rate: 17%
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT
1. Navigation – Volvo makes searching for Equipment by Type easy. These links have increased website traffic 30% and generated thousands of leads.
2. Content Syndication – Volvo displays used equipment based on subscriber preferences. Content syndication has reduced email build time by 40% by automatically capturing content from the used equipment website.
3. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% Reduction in time machine sits on lot
The Remarketing Email is for Subscribers Interested in
Pre-Owned Equipment.
Microsoft Dynamics
CRM
Customer Information
Sales (New/Used)
Warranty Data
Credit Status
MarComHistory
eCommerce
Surveys
Social Media
Lead Score
Analytics
Volvo CE centralizes customer data in Microsoft Dynamics CRM.
Enables “one view” of the customer.Allows faster
communication with customersProvides better
measurement of campaign ROI
Customer Data Integration
Volvo Construction Equipment eMarketing Technology Solution
Total Integration of Customer Data
Landing Pages, Registration PagesProduct Microsites, Webcasts / Podcasts
Marketing Database / Customer Relationship Management
Email and Mobile Communications
www.volvoce.com
Campaign Tracking & Analytics
Volvo Construction Equipment’s e‐marketing solution helps dealers sell millions of dollars of new and used equipment each year.
Webinar Invite Product News
Customer Newsletter
Product Launch
Event Invitation
Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy
Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support sales and service efforts of HDS field sales managers
Sean MattsonDirector, Global Web MarketingHitachi Data SystemsSanta Clara, California
Why Email is the Backbone of our CRM Strategy
“Email enables us to serve our customers around the globe by delivering relevant information that improves their usage of Hitachi Data Systems solutions.”
Sean MattsonHitachi Data Systems
Online Marketing & Campaign Management Platform
www.HDS.com
Total Integration of HDS Websites
Campaign Tracking and Analytics
Interaction via Email, Mobile, Social
Customer Data Integration and
Reporting
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE
SMART DECISIONS
Hitachi’s Best Marketers are its Brand Advocates
“Read the Story”
“View the Video”
“Review the Case Study”
“Register for Webinar”
“Try it Free for 30 Days”
“Forward to a Friend”
Hitachi makes it easy for subscribers to share e‐news articles, event invitations and case studies with other IT professionals.
WebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event
HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS
WebTech WEBINAR SERIES
HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS
WebTech WEBINAR SERIES
Hitachi Data Systems’ E-communications Solution
• Hitachi Data Systems has deployed email in 30 regions globally• More than 4 Million emails sent per year in 18 languages• All email complies with HDS branding and messaging standards
Hitachi Data Systems’ E-communications Solution
• Field Marketing Specialists access email templates created for specific use (i.e. Marketing Event, Webinar, Lead Nurture)
• 24X7 Help Desk provides program consulting using ExactTarget training materials and tutorials
• All interaction – including email receipt, open, click through –tracked in Oracle CRM On Demand
Lessons Learned from Hitachi and Volvo
1. Design your website(s) to engage visitors. Provide access to content that informs and pusuades.
2. Use SEO (Search Engine Optimization) and Social Media to attract prospective customers to your website.
3. Invite website visitors to subscribe to email. Give them a “reason” to subscribe. Tell them what they’ll receive.
4. Create a Subscriber Preference Center. Use it to identify the customer’s needs and interests.
5. Use email to nurture leads, aid purchase decision, and fuel ongoing engagement.
Channels Applications
Email Email Marketing
Event
Website
Print Advertising
Social Media
Dealer/Agent
Broadcast
Mobile
Mobile Messaging
CRM
E-Commerce
Call Center
Billing
Online Meeting
Warranty
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Customer Data
Event Attendance History
Learn Your Customer’s Needs. Track their Behavior.
Campaign Response Tracking
Product /ServiceNeeds, Interests
CampaignResponse History
Analytics and Lead Score
Product Purchase History
CustomerDemographics
Customer Email Address
Physical Address
Database Management
Segmentation Campaign Planning
ProspectiveCustomers
Iden
tify
Current Customers
Offer
InformationSele
ct
Timing
Channels
Det
erm
ine
Offline
Online
Offline
Campaign Program Development and Execution
Prog
ram
Dev
elop
men
t
Con
tent
Per
sona
lizat
ion
Segment A• Offer/ Message• Channel• Timing
Segment C• Offer/ Message• Channel• Timing
Segment B
• Offer/ Message• Channel• Timing
Database Updating / Lead Scoring
Land
ing
Page
/ M
icro
site
Cus
tom
er D
ata
Acq
uisi
tion
Customer / Prospect Interaction
Event Attendance History
Automate Customer Engagement Across Channels
of consumerstrust the recommendation of someone they knowSource: Nielsen
of consumersbuy products recommended by someone they knowSource: Zuberance
59
Thanks!Thanks!Joel BookExactTarget, Inc.
jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook
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