24/ 7 CRM 24/ 7 CRM How Top B2B Companies Use CRM and Email to Drive Sales and Serve Customers Joel Book Principal, eMarketing Research & Education ExactTarget, Inc.
Key Insights: � Real ‐ time customer insights and engagement across all channels are the name of the game. � Marketing technology and advanced data management capabilities are foundational capabilities to address this need.
Key Findings: nxnxnxn Permission ‐ Based Email Social Engagement Mobile Messaging Site Personalization
Successful Marketers Use Data to E ngage Customers CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships. From Stretched to Strengthened IBM Institute for Business Value Global CMO Study Ibm.com/cmostudy2011
Successful Marketers Use Data to E ngage Customers CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships. How Customer Data is Used: • Segmentation/targeting [67%] • Pre ‐ sale product education [56%] • Needs ‐ based content [54%] • Delivering offers to buy [58%] From Stretched to Strengthened IBM Institute for Business Value Global CMO Study Ibm.com/cmostudy2011
“Real-time customer insights and engagement across all channels are the name of the game.” Forrester Consulting The New Campaign Management Mandate June 2011
Real-Time Customer Insights Channels Applications Email Marketing Email Customer Data Customer Mobile Messaging Event Email Address Physical Address Website CRM Customer Demographics Product /Service E-Commerce Print Advertising Needs, Interests Product Call Center Broadcast Purchase History Event Attendance Billing Mobile History Analytics and Lead Score Online Meeting Social Media Campaign Response History Dealer/Agent Warranty
Integrated Marketing Automation Database Segmentation Campaign Program Customer / Prospect Management Campaign Planning Development and Execution Interaction Prospective Offline Customer Segment A Identify Customers Email Address • Offer/ Message Physical Address • Channel Customer Data Acquisition Current Content Personalization Landing Page / Microsite Customer • Timing Customers Program Development Demographics Product /Service Segment B Needs, Interests Offer Select • Offer/ Message Product • Channel Online Purchase History • Timing Information Event Attendance Offline History Segment C Determine Timing • Offer/ Message Analytics and Lead Score • Channel • Timing Campaign Channels Response History Campaign Response Tracking Database Updating / Lead Scoring
The Value of Integrated Marketing Automation 38% Higher Lead Conversion with IMA Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group
84% of Business Decision-Makers Prefer E mail for Receiving Promotional Messages
Source: Return Path
The number of U.S. smartphone users will reach 115.8 million in 2012, and grow to 137.5 million in 2013. Source: eMarketer
“More people own smartphones than ever before, and they're using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer." Melissa Parrish, senior analyst at Forrester Research, Inc. “ Mobile Marketing: Three Principles For Success ” February 2012
Source: Return Path
E mail: The Backbone of Customer E ngagement The Customer Life Cycle Business Getting Business Keeping Product Product Product Product Repurchase/ Brand Awareness Evaluation Purchase Usage Renewal Advocate Acquire Acquire Engage Engage Convert Convert Serve Serve Grow Grow Retain Retain • 88% of senior business executives worldwide prefer email for communicating with customers (1) • 59% of B2B marketers say email is their most effective channel for generating revenue (2) 1. Source: Economist Intelligence Unit : Getting Closer to the Customer, May 2012 2. Source: Crain’s BtoB Magazine, March 2012
24/ 7 CRM 24/ 7 CRM Two Companies that Do it RIGHT!
John Johnston John Johnston Director, Digital Marketing Volvo Construction Equipment
Volvo CE Cross ‐ Channel Marketing Strategy Website Twitter YouTube Monthly Email Weekly Newsletter Remarketing Email Trade Shows Magazine Volvo Construction Dealers
ngagement .com Begins at www.VolvoCE Customer E
Company Websites are Trusted Most by Consumers 71% of leads will come from the corporate website by 2015. Source: SeriusDecisions
Lead Generation Tactics
Volvo CE Leverages SEO to drive website traffic!
Nothing is more powerful than the endorsement of a Brand Advocate!
E mail is the Linchpin of Volvo’s Lead Nurture Strategy
Invites websites visitors to subscribe to a Volvo Construction Equipment e ‐ newsletter Invites visitors to request information on a specific Volvo Construction Equipment machine.
Lead Management Workflow Data cleansing Information Request Microsoft Dynamics CRM enables Volvo sales reps to manage leads Lead report sent to Volvo sales rep Personalized “Thank You” email to customer
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The Monthly eNewsletter Delivers Latest News on Volvo Products, Promotions and Services 1. Dynamic Content – Volvo designed the email template to allow for dynamic content. Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests. 2. Interactive Functionality – Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest. 3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re ‐ design. 4. Performance Metrics – Average Open Rate: 42% – Average Click Through Rate: 17%
VOL VOL VO USE VO USE S E S E MAIL TO HE MAIL TO HE LP LP DE DE ALE ALE RS SE RS SE LL USE LL USE D E D E QUIPME QUIPME NT NT
The Remarketing E mail is for Subscribers Interested in Pre-Owned E quipment. 1. Navigation – Volvo makes searching for Equipment by Type easy. These links have increased website traffic 30% and generated thousands of leads. 2. Content Syndication – Volvo displays used equipment based on subscriber preferences. Content syndication has reduced email build time by 40% by automatically capturing content from the used equipment website. 3. Performance Metrics – – 75% Email Open Rate – 11% Click Through Rate – 20% Reduction in time machine sits on lot
Data and Technology Integration are Keys to this eBusiness Solution
Customer Data Integration Customer Volvo CE Information centralizes Sales Analytics (New/Used) customer data in Microsoft Dynamics CRM. Lead Warranty Score Data � Enables “one Microsoft Dynamics view” of the CRM customer. Social Credit � Allows faster Media Status communication with customers � Provides better MarCom Surveys History measurement of eCommerce campaign ROI
Volvo Construction Equipment eMarketing Technology Solution www.volvoce.com Landing Pages, Registration Pages Product Microsites, Webcasts / Podcasts Total Integration Campaign Tracking & Analytics of Customer Data Email and Mobile Communications Marketing Database / Customer Relationship Management
Volvo Construction Equipment’s e ‐ marketing solution helps dealers sell millions of dollars of new and used equipment each year.
E mail is the Backbone of Hitachi Data Systems’ Global E -communications Strategy Customer Newsletter Product Launch Webinar Invite Product News Event Invitation Hitachi Data Systems uses email to: • Nurture leads; Keep existing customers connected to HDS • Support sales and service efforts of HDS field sales managers
Why Email is the Backbone of our CRM Strategy “Email enables us to serve our customers around the globe by delivering relevant information that improves their usage of Hitachi Data Systems solutions.” Sean Mattson Sean Mattson Hitachi Data Systems Director, Global Web Marketing Hitachi Data Systems Santa Clara, California
Online Marketing & Campaign Management Platform Interaction via Email, Total Integration of Mobile, Social HDS Websites Customer Data www.HDS.com Campaign Tracking Integration and and Analytics Reporting
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Hitachi’s Best Marketers are its Brand Advocates Hitachi makes it easy for subscribers to share e ‐ news articles, event invitations and case studies with other IT professionals. “Forward to a Friend” “View the Video” “Review the Case Study” “Try it Free for 30 Days” “Read the Story” “Register for Webinar”
HITACHI USE HITACHI USE S E S E MAIL TO DRIVE MAIL TO DRIVE ATTE ATTE NDANCE NDANCE FOR ITS FOR ITS WebTech WE WebTech WE BINAR SE BINAR SE RIE RIE S S WebTech Webinar Series • 35 webinars per year • Up to 200 attendees per event
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