Technology as an Enabler for
Technology Marketing
Adam Sharp
MD
CleverTouch
@CTMadam
What I hope you get out of this session
•
The
real role
of marketing in B2B environment
•
How to make marketing more
relevant,
credible…….& measureable
•
Roadmap to
productivity
•
Marketing technology architecture
What I promise*
A. Not to say
1. “Content is king”
2. “Sales and marketing alignment”
3. “People, process and technology”
B. Not to use
1. Gratuitous exploitation of infographics.
Vision & reality
Too many marketing organisations
serve their
comms channels
and not the other way round
•
Stuck in ‘must communicate
mode’
•
Multiple versions of The Truth
•
No history
•
Poor lead nurturing & routing
•
People/Time Intensive
SEO &
PPC
Ads &
Direct
PR &
Social
Media
Tele
marketing
Digital
The state of Marketing today
Marketing misunderstanding
•
CMO tenure < CEO tenure
–
22.9 months v’s 53.8 months
•
Understanding of the role
–
Everyone ‘marketing experts’
–
The colouring-in department
–
Seen as subservient to sales
So what is PRIME role of marketing in
a B2B technology environment?
So what is PRIME role of marketing in
a B2B technology environment?
If you only focus
on leads……
1. Short-changing
yourself
2. Limiting your
role & variety
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
Create opportunity
for linearity and
pipeline
predictability
not
random leads, sales
promotion & volatility
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
Marketing/Sales
Dynamic is changing.
Marketing has scope
and opportunity for
greater influence on
the funnel
•
Buyers in control
•
Role of sales changing
–
old school enterprise relationship
selling out
•
Tele-marketing-; zero favourability, zero
familiarity
•
Educate don‟t sell
•
Logical and continuous campaigns
•
Nurture not „spray and prey‟
•
Those companies using technology
well at significant advantage
Marketing
Domain
Marketing getting increasing focus
•
IBM CMO study (1700)
–
Relationships not transactions
•
Understand and deliver value to
empowered (self-service) customers
•
Create lasting relationships-individuals
not markets
–
Struggle with ROI
•
Perennial problem
•
Ensure marketing’s contribution is
relevant and quantifiable
–
Marketing responsible for the
Corporate Character
•
This is so much more than Brand &
Identity……Reputation, Engagement,
Channel Models & ePrivacy.
Three pragmatic steps to drive change
and have greater influence within the
business and accelerate revenue
•
IBM CMO study
–
Relationships not transactions
–
Struggle with ROI
–
Marketing responsible for the
Corporate Character
Step change 1
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
No business can
accurately predict
future
revenues
without
complete transparency
into both the funnel and
the pipe
….joined up
marketing
Build a configurable
model, relevant to you
and execute to that.
Step change 2
Technologies increasingly connected, so build a
marketing architecture to support business model.
Single view of customer
1. Preference centres
2. ePrivacy
3. Engagement strategy
is source of
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
18
POST-
CAMPAIGN
ANALYSIS
Marketing 2.0 - brochureware to marketing hub
PRE-
CAMPAIGN
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
19
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
A single view of the prospects specific behaviour. Providing
greater business intelligence for the sales team to engage.
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
Increasingly joined up……
Systemise Social Media & Inbound to Web and then
to
other forms of engagement
Step change 3
•
Build some process into your comms planning,
create time and have fun.
Typical Entry Point
Stuck in
“Must
Communicate Mode”
Copyright
©
2011 CleverTouch Marketing
,
All rights reserved
Telco & Media smartphone research workflow- EXAMPLE
ONLY
24
Week 1
Week 4
Week 6
Week 8
Thought leadership/ education
Market positioning
Sales engagement
Email 2: Would you take a broken smartphone back
to the store? Email 1:
Smartphone or w allet - can y our customers afford to
lose either?
Email 1 resend: New research - How F acebook is fuelling the smartphone Landing page w ith further report extracts Email 2 resend: Dow nload report - The impact of the smartphone on customer support Research Dow nload V isit w eb/ contact us Profiling/data cleaning form Landing page w ith report extracts V isit w eb/ contact us Email 3: C an your customer support manage the 24/7 smartphone culture? Email 3 resend: F ree Guide: Your alternativ es for tackling smartphone
support Landing page cov ering alternative solutions of inhouse
and outsource
V isit w eb/ contact us
Email 4: Would y our customer support benefit from a fresh outsourcing approach?
Email 4 resend: Join company X and choose F irstsource as y our outsourcing partner Dow nload F irstsource sales guide V isit w eb/ contact us Inside sales calls follow up all dow nloads
Inside sales calls follow up repeat w eb v isitors only Inside sales calls follow up dow nloads and
repeat w eb v isitors
Each campaign needs content
in a logical order
Some examples of companies
deploying increasing degrees of
technology connectivity for a single
customer view
27
Elsevier
Two “onboarding” webinars in a month. We will always have the
recorded version available based on people‟s area of interest.
However 40-60% that register don’t attend, people have
different levels of interest- behavioural marketing.
Elsevier‟s BrainNav
BrainNavigator has revolutionized
the way neuroscientists work,
becoming a central hub for
research
Founded in 1880
250,000 articles a year in 2,000 journals
Its archives contain seven million publications
Yearly downloads amount to 240 million
Behavioural Marketing - Integration with a Marketing
Automation System
28
•
Who is attending webinars, for how
long- who is really engaged
•
Score leads and send detailed data
into ELQA and CRM
•
Subsequent messaging based
on behaviour.
Extending the degree of integration
SMB ‘Worry Free’
c.2m units/contacts
9 countries
7 languages
5 routes to purchase
The brief
Fully automate, integrated systems,
integrate „drip‟ and „keep in touch‟ campaigns
dynamic content & richer experience
Trend
Micro
Database
Trend
Database
Silverpop FTP Site
CleverTouch
Data
Transformation
Data
manipulated
ready for
silv erpop
Trend FTP Site
Data put on to
FTP site daily
Silverpop
Database
Data uploaded
to silv erpop for
scheduled
daily import
New contacts
added to
Database
POS Segment
#1 #4Welcome Campaign
Time
Default
Customer
Communications
Regular Monthly Campaigns
Post Purchase Survey
In Trial Segment
#1 #4Welcome Campaign
Post Trial
Activation
Segment
Post Purchase Survey
#1 #2
