expanding marketing's role: marketing automation and social listening

18
Sales & Marketing Expanding Marketing’s Role Lisa Steinhart, Socius Nathan Cox, Socius

Upload: sociuspartner

Post on 28-Nov-2014

101 views

Category:

Technology


2 download

DESCRIPTION

Join this session as we explore Micrsoft's latest release of marketing automation - a complete solution to help marketing executives plan, execute and analyze marketing plans. Never before has marketing played such an important role in business growth. Harnessing the data and analytics necessary to support strategic marketing activity is critical and this session will show you how new technologies from Microsoft can help you do just that.

TRANSCRIPT

Page 1: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Expanding Marketing’s Role

Lisa Steinhart, Socius Nathan Cox, Socius

Page 2: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Page 3: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

eCommerce Expertise

Lisa Steinhart Marketing Director, Socius

Nathan Cox Sr. CRM Consultant, Socius

Page 4: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

In This Session…

• Changing Roles For Marketing and Why • Challenges For the Road Ahead • Creative Ways to Solve Common Challenges

Page 5: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

•– Anonymity – Preference for Self-Serve

•– Aversion to disclosing buying (BANT) information – Limited/No response to inbound communications (e/voicemail) – Limited attention span (120 e-mails/day)

•– Abundance of accurate content available

•– Desire to engage directly with publisher – Preference for 3rd party/peer research – More proof activities/negotiation (lower risk profile)

The New Buying Behavior

Trust

Page 6: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Messaging Logistics Content Development Actionable Psychology

Page 7: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

TWITTER FACEBOOK

SOCIAL EXECUTION CRM ANALYTICS WEB/eCOMMERCE

LINKEDIn

Page 8: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Key Disparities

• Emphasis still on Sales Automation

• Non Connected Systems is increasing

• Singular and Specialized Systems

GoToWebinar

Email

Calendaring

Web Site

CRM

Twitter

FaceBook

Analytics

Blog

Syndicated Content

Paid Placement

Page 9: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

We Are Where ERP was 15 Years Ago

• Limited Visibility • Disparate Singular Solutions • Spreadsheet Tracking • Manual BI • Left hand not in sync with right…

You knew you were losing money because the $$$ were visible in inventory, and revenue…

Page 10: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Yet in tough times…What Get’s Cut?

• Marketing Budgets • Investments in Marketing Technology • Investments in Marketing Headcount

…Because our systems and data aren’t readily and consistently showcasing the value marketing brings to the organization…

Page 11: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Welcome to the Renaissance of Marketing

• Recognition of today’s marketing requirements – Integration – BI – Dashboarding – Easy tools for left brain thinkers – Automation to speed operations – Visibility into results driven activity

Page 12: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

How to Compile Your Action Plan

• Map your ‘today’ process

Market Life Cycle Lead Life Cycle Sales Life Cycle Other?

• Map your Systems and Purpose

Market Life Cycle Lead Life Cycle Sales Life Cycle Other?

Page 13: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

How to Compile Your Action Plan

• Identify your gaps in process and systems

Market Life Cycle Lead Life Cycle Sales Life Cycle Other?

• Document…Document…Document

Market Life Cycle Lead Life Cycle Sales Life Cycle Other?

Page 14: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

QUICK STORY…

Page 15: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Products Companies

Services Companies

SYSPRO Sage Dynamics

Cloud

BI

CRM

ISV

NAV GP AX CRM HRMS

Cloud Cloud

CRM

ISV ISV ISV ISV ISV

Professional Services

We Have A Complex Mix of Products/Services

Page 16: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Socius Quick Story

• Ran Methodology in February – Email Construction – Sends By Role (2) – GTW Integration

Activity Cost Per Week

Email Construction 1.5

Email Sends by Role 3

GTW Integration 2

Sales Communications 2

Visitor Track $3,600

Nurture Scheduling 3

12 Hours

Page 17: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Our Approach

• Applied Marketing Automation to save 12 hours per week – Nurture scheduled is automatic – Sales gets immediate Updates – Reduction in overall manual entry to CRM – Additional time saved by Sales – Additional benefit – better targeting

Page 18: Expanding Marketing's Role: Marketing Automation and Social Listening

Sales & Marketing

Publishers Have More to Offer…

Nathan Cox, Socius