Pushing the Bar on ROI | Building Engagement The Role of Sales & Marketing to Increase

Top Line

Toronto SFDC User Group

September 25, 2013

Dalia Asterbadi

In 30 minutes or less…

1. Market Trends

2. The Change in ‘Funnel’ Process

3. Direct Initiatives – Engagement (3 Steps to change mindset and tactics)

4. Proof Points & Quick Overview of realSociable

5. Discussion on Building on Existing Momentum

Relevant Trends

The sales cycle is evolving

Mobile Access Social Media Universe is Expanding

Marketing Automation is Reactive & Scheduled

The Role in The “Funnel”

It’s a numbers game - 8-4-2-1!

What is the big deal?

Leads

Opportunities

Customers

Facebook Wants Users and Advertisers to Connect

Communication flow is now synchronous

Nobody selects a qualifying stage in the process

The Sales “Sphere”TM

Are you engaging?

Leads

Opportunities

Customers

Inbound AccessQualifying buying InterestBuilding am Influencer ViewSales First Contact

Relating on common ground

Assessing Competition

Coming to the table

Mitigate Risk

Strengthen loyalty – Relationship Capital

The Big Idea

Eliminating the gap between insight and

salesperson!

*According to emarketer, 15% of sales organizations get

input on information discovered in social tools owned by Marketing and

Support.

Quota

Advance to buying stage

Easily eliminate soft ROI

Lack of process to optimize flow

The Risk Manager VS. The Relentless Optimist

Inbound Creation

Purchase lifecycle check

Value Serendipity

Static Metrics

Conversion disconnected to Revenue

The Productivity Challenge!

Nobody wants to address the issue with process vs tactics!

Sales Members Influence Revenue

Engagement creates rapport

Timely communications strengthens trusted roles

$ Upsell Opportunities have a brief window of opportunity

What is your contribution to ROI?

Actionable Paths

MonitoringApps

ConsultingModules

RelationshipFocused

Require management and key directives – typically Support/Marketing Team lead

Reactive and only effective for a limited time if successfully managed

New market leadership – early adopters and Large enterprise organizations

Brand IndicatorsROI on $ TBD

Focused on FunnelNew Field - Risk

Expertise is BiasCostly to scale

The ideal customer cycle

The success point of conversion

Resource Commitment

Lifecycle trends

Trigger points to risk

Trigger points to advancement

Competitors' Marketing Model

Step 1. Building a Success Profile

Step 2. Identify your channels of interactions

Events whether in participation or ones prospects/customers attend

Social What is occupying their mind or interests?

News Company blogs & Announcements affecting deal flow.

Intelligence How do conversion points advance or go dead!

Conversations Is anyone waiting on your next move?

DealMakers/Breakers: Focus on Business Triggers & Intelligence

Checkpoints: Presence/Identification – the ability to relate, be timely, and stand out.

Conversion: Define a flow of success between Leads & Customers & their roles. (email <-> Call etc)

Step 3. Define the Action Plan

Recently Cisco Announced281 % Growth

Attributed to Listening in the Sales Cycle

“We had started by listening to our customers' conversations, identifying their pain points in an effort to guide our objectives,” says Treadwell, formerly an art director in Cisco corporate affairs, who was charged with monetizing the social listening experiment last year. “Management started saying, 'The honeymoon is over.

We need to show value.'”

Enterprise CRM Vision - 2015

Performance Indicators

Inbound Source

Influencers RelationshipTriggers

Conversion Triggers & Response

Notoriety

Better reach is key!

Social Selling is a priority, what is the ROI or process?

Budget should not limit resources available to sales development.

The Strategy is Now!

In Action

Telus – SMB Division

Cogeco

This makes our bottom 20% act a little more like our top 20%

If half of our team increases sales capacity by 0.5% - this is worth $100M to us!

Google alerts for all, social feeds where I can get them, with no search – my business case is simple. My time is more valuable than Google!

M28Sec

“ Engagement is the only way to keep lapse accounts on track. Today, our sales team cannot rely on net new leads.

We find new ways to stay in touch with our contacts – other tactics such as emails, gifts, contests always seem to

miss.”

Proof Points

• Found a 5% uplift in engagement with accounts even up to 3 years with no contact

• Discovery of new opportunities through change in profile – 10% conversion from dead leads

• Access to social Accounts – new channels to share content –Eliminated over 10 hours per week in search

• Competitive takeout identified with conversations

In Good Company

Perpetual ProspectingTM

realSociable

realSociable! offers the easiest and most effective way to laser into customer insights! Tapping into Perpetual Prospecting and Business Triggers builds happy pipelines.

• Highlight and Expose Opportunities and Risk in funnel through simple view and as they occur

• Associates user’s ID across multi social networks without having to be connected to them

• Get instant notifications when a business trigger occurs – Maximize likelihood of advancement!

• Tap into specific conversations with competitors

Perpetual ProspectingTM Overview

Events are easilyt viewed from various sources including some popular hashtags

Posts/Updates from twitter and other variable feeds.

News & other updates, including blogs and youtube related to contacts.

Intelligence including customized business triggers and insight like changes of job, location etc

Conversations with competitors or specific twitter handles as they occur.

Data Sources

LinkedIN

Twitter

Facebook

Meetup

Plancast

Foursquare

Marketwire

Google

Bing

Tumblr.

Integrating any data source through API or oauth can be completed in 2 days.

Coming soon: ComScore, Financial Blogs, Calendar

Salesforce.com Overview

Dashboard –Ranked activity of people and companies in funnel

Contact View –Identity and social insight. Competitive intelligence, events, business triggers

Your Business – How it can count – Wealth Management

You manage 100’s of thousands of households & Your marketing effort may be limited based on knowledge of your customer – Advisors have no window to access intelligence

realSociable can:Notify each broker when a client changes jobs or buys a new home

There is a Window of Opportunity to upsell but also connect and keep the relationship strong.

realSociable can:Let you know when there is a specific event one of your big clients is attending who may be a flight risk.

realSociable can:Allow you to preview twitter conversations your customer is having with another firm.

Business is social.

Thank you

Start a Free Trial.

Call 1800 821 1365

info@realSociable.com

Use Case: Know the Client

• Create business trigger keywords that overlay with lifecycle events. [Insurance upsell: New Home Purchase]

• Associates user’s ID across multi social networks

• Company news and history that maps to status of further qualification.

• Score the client on its purchase over lifecycle plan

• Identify list of companies that are engaged on public domain that are not existing clients

• Prospect new clients based on connectivity & relationships

Improve Call-to-Meeting Ratio

Better quality meetings

Create better relationships

Prospect through multiple mediums

Jeff DunmalliMason Inc.

Industry: Consulting, Technology, SoftwareLocation: Toronto, Hamilton, CanadaCompanies: iMason, mediaServ, VA ComScore:

Common Advisor Connections: Oli CentnerCompetitor Overlap: ScotiabankFrequent Activities: Travel, TechUpcoming Events: CIX Nov 21

“Trying out voips.ms: North America long distance at 1.25 / minute, and that is the premium service! Cancelling Bell in less than 30 days” TRAVELLING

New Job Title: Promotion

8

Purchase Index: 65%

Prospects

Sneak Peek

Use Case: Know the Advisor

• Create indicators of qualifications across their public conversations.

• Associates multiple identities that may be owned by advisor.

• Company news and history is also associated and can have specific triggers

• Keep track of a score or index based on public conduct relative to company rules etc

• Identify list of companies that are engaged on public domain that are not existing clients

Jeff DunmalliMason Inc.

Industry: Consulting, Technology, SoftwareLocation: Toronto, Hamilton, CanadaQualifications: iMason, mediaServ, VA PartnersComScore:

Compliance Points: Oli CentnerCompetitor Overlap: ScotiabankNetworks: Linkedin, TwitterCertifications:

“Trying out voips.ms: North America long distance at 1.25 / minute, and that is the premium service! Cancelling Bell in less than 30 days”

New Job Title: Promotion

8

Score: 78%

Improve Compliance & legal risk

Better assess & track performance

Rank Advisors on common score system

Identify Competitive IA and support

Sneak Peek

Dashboard – Top Advisor / Top Clients

Jeff DunmallCumberland

8

Score: 98%

Visible View of key Scoring Metrics

Identify Risk

Keep track on dashboard

Recommend Training/support/qualifications on gaps

Key Influencers by Geography/specialty

Build connections for collaboration

James SnowCumberland

Sneak Peek

Because People Do Business With PeopleTM

Advanced Functionality

realSociable! offers the easiest and most effective way to laser into customer insights! Over 10+ Public Social Data Sources

• Create business triggers for an entire group or for individual contacts. Reducing redundant triggers or managing specific expectations from individuals

• Associates user’s ID across multi social networks

• Company news and history is also associated and can have specific triggers

• Data Sources can easily be added to an account including company email, intranet or social networks