engage 2013 - the new role of the marketer
Post on 18-Oct-2014
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The intersection of technology and marketing is happening … learn how the latest tools from Microsoft can help the marketer be more effective.TRANSCRIPT
The New Role of the Marketer
Eric RaarupChief Marketing Technology Officer
Goals for Today
• Discuss the key trends impacting marketing
• Understand the evolution of marketing and the role technology plays
• Showcase the Microsoft technology landscape for marketers
The Intersection of Technology and
Marketing
Marketing and TechnologyLike Chocolate and Peanut Butter
The New Role of the MarketerThe Intersection of Marketing and Technology
Trends impacting marketers today
Mobility
1 billionsmartphones by 2016, 350M of those being used at work
Social
82 % of the world's online population engages in social networking
Cloud
50 %of enterprise customers are “on the road” to cloud
Data
1.8
zettabytesof digital data were in use worldwide in 2011, up 30% from 2010.
Content
top 10Content marketing is on many marketing leaders top 10
Capture Nurture AnalyzeOur Focus Today:Demonstrating how technologies from Microsoft can help you be an effective marketer
The Technologies of a MarketerEmail OptimizationEmail Service providersSales automationMarketing AutomationDB MarketingSocial Marketing ManagementData warehouseMarketing DataLanding pagesSEOContent Management SystemsCommunityTranslationFeedback / SurveysPaymentsAdvertisingMobile WebSocial LoginGamificationVideoDAMAnalyticsMore
Source: Luma Partners
Marketing with Microsoft
An ecosystem of solutions for marketing
State of the StateServices / Strategy
Add-Ons
Core
Microsoft Dynamics CRMThe Core System for Customer / Prospect Information
Sales Service Marketing
CasesIncidentsTicket MgmtQueuesMore
CampaignsMarketing listsEmailLiteratureMore
AccountsContactsLeadsOpportunitiesMore
Sales Force Automation with Dynamics CRM
Service Management with Dynamics CRM
Marketing Automation with Dynamics CRM
ClickDimensionsMarketing Automation Add-on for Dynamics CRM
Web Tracking
Campaign Tracking
Landing Pages
Email Marketing
Social Discovery
Drip Marketing
Lead Scoring
Form Capture
Search/Advertising
API (with Event and eCommerce Tracking)
Surveys
Subscription Management
Driving revenue through web-to-lead conversion by connecting CRM with your website to track and convert visitors
1.
Goal: Improve ROI from website
• Requires integration between website and backend systems
• Ideally capture information in CRM to build out profiles
• Track / score leads based on activity on the site
Turn web visitors into marketing qualified leads (MQL)
Web to LeadConverting anonymous web visitors to leads
ConvertIP Organization
Anonymous Visitors
??
?
Self Identify
✔
✔✔
Use CaseContact Us Form on Website
The submission of this form
– Automatically creates a lead (or updates a contact) in CRM
– Automatically associates all anonymous browsing history (site visits / page views) to the lead or contact record
Leveraging ClickDimensions Web Tracking in CRMCapture every view and visit
Convert from anonymous to knownLeveraging ClickDimensions online forms for Call To Action (CTA)
Summary: Web to Lead
• Integrating website to CRM can improve lead process
• Scoring leads can drive activities for follow up
• Providing intel on web activity can help qualify lead for sales
2. Align a content marketing strategy through lead nurturing automation to capture mindshare and convert suspects to prospects
Goal: Leverage content marketing for nurture
• Drip content to target prospects• Track effectiveness based on stats• Hand off to sales at the right point
Nurturing with content can help build brand / leads
Drive awareness in areas of suspected interest to a prospect using a 3 step email nurture program over a period of (n) days
Lead Nurturing ConceptEmail based approach
If engaged, then becomes MQL and goes to sales
ProspectDetermine
PersonaInitiate
Nurture flow Email 1 Email 2 Email 3Disqualify
Email 1: Example: Analysts perspective / researchEmail 2: Example: Customer case studyEmail 3: Example: Our recommended approach
Lead Nurture Workflow
Summary: Lead Nurture
• Lead nurturing can play key role in content marketing strategy to get key content into hands of prospects
• Once workflows are defined they can be run on a lead
• Easily qualify / disqualify based on actions
Gain better insight into your customers by visualizing information from multiple systems
3.
Data … Big Data
80% growth
of unstructured data is predicted over the next five years.
1.8 zettabytes
of digital data were in use worldwide in 2011, up 30% from 2010.
Key challenges with growth of data
• More challenging to manage• More challenging to analyze and make decisions• Not just databases you own … social is a big driver
of data growth
More and more difficult to gain customer insight
Mr./Ms. Marketer … Meet Excel 2013Visualizing and Analyzing large volumes of data
Excel 2013
PowerPivot
Analyze millions of rows of data
PowerView
Visualize info quickly in multiple ways
PowerView
Create interactive charts and reports
Customize and publish your reports to SharePoint
Analyze trends
Demo
Power MapA new way to look at the earth
Summary: Customer Insight
• Truly understanding your customer may involve looking at data from multiple systems
• Data may live outside your organization
• Align the right visual to the right information
A look into the future
Key challenges with Social
• Monitoring what is being said about your brand• Multiple Channels• Gauging sentiment across social media channels
Moving target can be challenging to staff
Coming Soon!
Social Analytics / SentimentNetbreeze
+
MarketingPilot brings strong Integrated Marketing Management (IMM) capabilities to the Microsoft Marketing toolset with a focus on resource and spending management plus integration with Dynamics CRM
Coming Soon!
MarketingPilotMarketingPilot brings a new level of marketing functionality to Dynamics
Create content, including packaging, advertisements and collateral materials.
Plan and manage marketing campaigns.
Manage spending and marketing budgets.
Place advertisements and execute marketing campaigns using traditional and digital channels.
A look ahead
CRM Awesomewww.crmawesome.com
A Great Blog to Followwww.chiefmartec.com
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