best practice: make your organisation customer-centric: how to create a sales and marketing engine
TRANSCRIPT
MAKE YOUR ORGANISATION PROSPECT-CENTRIC: HOW-TO CREATE A SALES & MARKETING ENGINE17 June 2015
Steve Morgan [email protected]
@stephen_morgan
Sydney Adelaide Melbourne Hobart Canberra Brisbane Perth
Wellington
London Edinburgh
Szczecin
New York
Beijing
IN 30 SECONDS: WHO WE ARE.
Privately owned company of 400+ full-time staff.
29% growth in revenue in 2014.
A modern blend of software vendor and service provider.
Squiz act as partners, helping to deliver digital transformation.
BEING CUSTOMER-CENTRIC.
It’s about:
• Delivering high-quality, personalised user experiences
• That are consistent over every channel
• By using technology and people, working together
• Creating an ongoing conversation with prospects/clients.
WHAT WE FOUND.
B2B Marketers are delusional; 64% thought they were customer-centric, but:
• Only 53% are actively trying to find out what their clients want
• 38% believe they’re giving a consistent brand experience
• Just 14% were placing emphasis on getting the right blend of technology and creativity
• 27% of technology purchases are being made strategically, and only 35% of them are being properly integrated.
NEW RULES: MARKETING IS
INCHARGE.The balance between Sales and Marketing has shifted.
“ Todays prospects are self-directing between 66-90%
of the sale. ”
Forrester
WHAT WE MEAN BY ENGAGEMENT MARKETING. As individuals
Based on what they do
Continuously over time
Directed for an outcome
Everywhere they are
If you’re collecting information about someone and not doing anything
with it:
you’ve got a problem.
The relationship begins long before you know it does.
Need a strategy that ensures that relationships are the goal - the sale is only a part of it.
Foster relationships at every stage; from
unknown to prospect to customer.
TECHNOLOGY: IT’S YOUR
BEST FRIEND.To service your relationships, you need the latest tech and
customer strategies.
If Marketing are now responsible for developing and nurturing, long-term, engaging, one-to-one relationships that change over time - they need the right tools.
Customer Relationship Management system
CMS / WebsiteSearch Platform
NEW RULES, NEW TOOLS.
Marketing Automation
CRM MA
CMSSP
Portals Email System POS
Finance Social eCommerce
Analytics Intranet Phone
Direct Mail SEO PR Tools
IM/Chat PPC Blogs
Digital touch points
1
Analogue touch points
1
Engine response or action
3
Further interaction
4
Technological Backbone
Secondary Technologies
Engine Analyses interaction2
CRM
MA
CMS
SP
Knowledge
Personalisation
Interaction
PROFILING/PERSONALISATION SELF-FULFILLING CYCLE.
The more you learn about someone, the more you can personalise.
The more you can personalise, the more they’ll interact.
The more they interact, the more you’ll learn about them.
DON’T LET THE MACHINES TAKE
CONTROL.Delivering the ultimate user
experience still takes the human ‘approach’.
A Sales & Marketing Engine needs to be thought-out and adopted with cross-organisational buy-in.
It leads to something much bigger: CXF.
BENEFITS.
WHAT ARE THE BENEFITS?
Personalisation 3.0
Increase efficiency
More MQLs and ROI
Sales nirvana
Forget what a silo is
You prospect will feel loved
Marketing is an arms race.
If you’re not willing to adapt, then you could soon find yourself behind
competitors who are.
IN SUMMARY.
A ‘Sales & Marketing Engine’ will join your systems, introducing new ways of working and engaging your customers.
It’ll remove the grunt work and make you stand-out from the crowd, increasing revenue and ROI.
THANK YOU - WANT TO KNOW MORE?
www.squiz.co.uk/stories
[email protected] +44 (0) 207 101 8300 @squizuk