b2b / hi tech - merkle inc....b2b / hi tech sales and marketing integration . scott cone . svp,...
TRANSCRIPT
B2B / Hi Tech Connected CRM Discussion
Scott Cone Sr. Vice President, Client Leadership [email protected] Mark Engelke Vice President, Client Leadership [email protected] Adam Mincham Sr. Director, Client Leadership [email protected]
Outline – Topics for Discussion
•Sales and Marketing Integration
•Social Media and CRM
•Data Quality
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B2B / Hi Tech Sales and Marketing Integration Scott Cone SVP, Client Leadership
Let’s start with a Question…
Are your Sales & Marketing teams well integrated and working nicely?
–Yes, we love each other!
–Kinda, we talk, but mostly Sales talking at Marketing…
–Nope, why would we need to talk at all?
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B2B Sales and Marketing Integration
•The Sirius Decisions Demand Waterfall and implications for marketing
•Marketing vs. Sales-led campaigns - campaigns / sales plays / account lists
•Structured experimentation
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B2B / Hi Tech Social Media and CRM Mark Engelke VP, Client Leadership
Let’s start with a question…
How is social media being used by your organizations today?
– We do some “social”, but do not know how it truly impacts lead
generation, nurturing or ultimately customer relationships
– We use social to help increase awareness and improve lead generation
– Social is an integral part of our lead nurturing process and we rely on Social Selling as part of integrated plan with sales
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The relationship between Social Marketing, B2B and cCRM
Proprietary and Confidential Information.
Current focus: Content distribution Networks that are working: • LinkedIn • Twitter • Facebook • YouTube • Slideshare Opportunities: • Data acquisition • Multi-channel integration • Sales funnel optimization
Media Planning
Channel Planning
Targeting & Personalization
Segmentation
Value Planning
Measurement & Attribution
Budget Allocation
Experience Delivery
Financial Management
Customer Strategy
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B2B Social CRM – Customer Strategy
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Segmentation
Value Planning
Customer Strategy
Source: Sirius Decisions, Sirius Decisions Summit 2013, Social Demand Breakout
Social Data Roadmap: Social ROI
BRAND
Build Scale
Sophisticated social programs are ready to connect.
Target Integrate
Social ROI
Connect
“I have the technology in place
to capture social data.”
“I can integrate social data with CRM database to create 360 degree
view of customers.”
“I can leverage social data in
existing marketing programs to drive
additional ROI lift.”
Measurement & Attribution
Budget Allocation
Financial Management
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B2B Social Content – Defining the Experience
Level 1 Understand
Level 2 Participate
Level 3 Lead
No social network presence beyond corp comm No social voice / tone Others managing online reputation for you No content strategy
Blog created and regularly updated Regularly publishing across target networks Voice / tone established KPIs identified – testing started Influencers identified Two-way community engagement started Monitoring marketplace discussion
Influencer outreach program established Consistent dialog with marketplace – onsite and offsite Establishment as thought leader Growth in PR mentions, speaking engagements & SEO traffic Expansion of social activity to executives, suppliers, vendors, and alumni
Brand Thought Leadership Consistency = scale with compounding effect
Learning the Ropes Earning scale and engagement
Prog
ram
Sop
hist
icat
ion
Media Planning
Channel Planning
Targeting & Personalization
Experience Delivery
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B2B / Hi Tech Data Quality Adam Mincham Sr. Director, Client Leadership
Let’s start with a question…
How good is your business data today?
–Awesome, I can sit back and relax
–There is always room for improvement and cost consolidation
–Terrible, I don’t even want to think about it. There is too much to do
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The Data
Equation
Key components for a CRM data strategy
The ability to create and manage a 360º view of the customer
Firmagraphic data
Social/online data
Partner data
Contact data
Financial/credit data
Geo-statistical data
Data gathering & cleansing
Aggregating, connecting & integrating
Data governance
Data privacy & security
CRM data
strategy
Therefore improving “quality” is a matter of diagnosing the data
foundation from multiple angles, and through efforts that tackle issues
from varying roles & business initiatives
A matrix of key quality scenarios visualizes the mainstream quality scenarios, and maps them to task dependencies that fit into a larger
data quality framework
The DQ “Issue Matrix” - Setup
Data quality issues are not the result of any “one” thing
DQ Scores
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The DQ “Issue Matrix” Issue Types
Sparse & Missing Data
Stale Data
Bad Data
Duplicates
No Engagement
Descriptions
Minimal, or missing coverage of business-critical data elements
Data that has lost utility by becoming “old,” via omission of formalized data refresh process
Data that has become “bad” due system errors, coding or input
errors
Redundant data creating noise in the database
Status of org/contact is either bad, lapsed, or simply uninterested
Resolution Methods
EXTERNAL: 3rd party overlays for new
elements, or “fill-ins”
EXTERNAL: • Validations
• 3rd party overlays • Updates
Source System exchange updates
CDI process & tool improvements
Track engagement, augment response data
EXTERNAL: • Validations
• 3rd party overlays • Updates
Diagnosis Methods
Completeness Scores
DB Disposition Tracking Freshness scores
External validation tests Accuracy scores
System & Source reviews CDI process reviews
Engagement analysis & flagging
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Trend – Digital data collection and integration is mainstream
Database Foundation Constructed from 3 Major Pillars
Tele-research
• Allows for key data elements to be captured efficiently and at scale
• Fill “blanks” for non-matches to base compiled file
Digital data
• Obtain key contact information, titles, phones, emails, social networks
• Lower cost point, critical for some digital engagement
Compiled base file
• Foundational source of firmographics, financials, contacts, etc
• Provides data enrichment scale for the “basics”
So what have we discussed?
•How data quality is key to the CRM and business functions
•The need to track the quality of your data as a function
•Different types of data and how buying patterns are changing
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Thank You Scott Cone Sr. Vice President, Client Leadership [email protected] Mark Engelke Vice President, Client Leadership [email protected] Adam Mincham Sr. Director, Client Leadership [email protected]