24/ 7 CRM 24/ 7 CRM How Top B2B Companies Use CRM and Email to Drive - - PowerPoint PPT Presentation

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24/ 7 CRM 24/ 7 CRM How Top B2B Companies Use CRM and Email to Drive - - PowerPoint PPT Presentation

Jun 01, 2023 45 likes •646 views

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

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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.

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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.

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Key Findings: nxnxnxn Site Personalization Mobile Messaging Social Engagement Permission‐Based Email

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Successful Marketers Use Data to E ngage Customers

CMOs in outperforming

  • rganizations 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

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Successful Marketers Use Data to E ngage Customers

CMOs in outperforming

  • rganizations 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

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“Real-time customer insights and engagement across all channels are the name of the game.”

Forrester Consulting The New Campaign Management Mandate June 2011

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Real-Time Customer Insights

Channels Applications Email Email Marketing Event Website Print Advertising Social Media Dealer/Agent Broadcast Mobile Mobile Messaging CRM E-Commerce Call Center Billing Online Meeting Warranty

Product /Service Needs, Interests Campaign Response History Analytics and Lead Score Product Purchase History Customer Demographics Customer Email Address Physical Address Customer Data Event Attendance History

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Integrated Marketing Automation

Campaign Response Tracking

Product /Service Needs, Interests Campaign Response History Analytics and Lead Score Product Purchase History Customer Demographics Customer Email Address Physical Address Database Management Segmentation Campaign Planning Prospective Customers

Identify

Current Customers Offer Information

Select

Timing Channels

Determine Offline Online Offline

Campaign Program Development and Execution

Program Development Content Personalization

Segment A

  • Offer/ Message
  • Channel
  • Timing

Segment C

  • Offer/ Message
  • Channel
  • Timing

Segment B

  • Offer/ Message
  • Channel
  • Timing

Database Updating / Lead Scoring Landing Page / Microsite

Customer Data Acquisition

Customer / Prospect Interaction Event Attendance History

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Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group

38% Higher Lead Conversion with IMA

The Value of Integrated Marketing Automation

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84% of Business Decision-Makers Prefer E mail for Receiving Promotional Messages

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Source: Return Path

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The number of U.S. smartphone users will reach 115.8 million in 2012, and grow to 137.5 million in 2013.

Source: eMarketer

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“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

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Source: Return Path

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The Customer Life Cycle

Business Getting

Product Awareness Product Evaluation Product Purchase

Acquire Acquire Engage Engage Convert Convert

Product Usage Brand Advocate

Business Keeping

Repurchase/ Renewal

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

E mail: The Backbone of Customer E ngagement

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Two Companies that Do it RIGHT!

24/ 7 CRM 24/ 7 CRM

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John Johnston John Johnston

Director, Digital Marketing Volvo Construction Equipment

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Magazine Volvo Construction Dealers Trade Shows Monthly Email Newsletter Weekly Remarketing Email Twitter YouTube Website

Volvo CE Cross‐Channel Marketing Strategy

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Customer E ngagement Begins at www.VolvoCE .com

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71% of leads will come from the corporate website by 2015.

Source: SeriusDecisions

Company Websites are Trusted Most by Consumers

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Lead Generation Tactics

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Volvo CE Leverages SEO to drive website traffic!

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Nothing is more powerful than the endorsement

  • f a Brand

Advocate!

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E mail is the Linchpin of Volvo’s Lead Nurture Strategy

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Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter Invites visitors to request information on a specific Volvo Construction Equipment machine.

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Lead Management Workflow

Data cleansing Personalized “Thank You” email to customer Lead report sent to Volvo sales rep Microsoft Dynamics CRM enables Volvo sales reps to manage leads Information Request

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VOL VO USE S E MAIL TO HE LP DE ALE RS SE LL NE W E QUIPME NT VOL VO USE S E MAIL TO HE LP DE ALE RS SE LL NE W E QUIPME NT

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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%

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VOL VO USE S E MAIL TO HE LP DE ALE RS SE LL USE D E QUIPME NT VOL VO USE S E MAIL TO HE LP DE ALE RS SE LL USE D E QUIPME NT

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  • 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

The Remarketing E mail is for Subscribers Interested in Pre-Owned E quipment.

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Data and Technology Integration are Keys to this eBusiness Solution

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Microsoft Dynamics CRM Customer Information Sales (New/Used) Warranty Data Credit Status MarCom History eCommerce Surveys Social Media Lead Score Analytics

Volvo CE centralizes customer data in Microsoft Dynamics CRM.

Enables “one view” of the customer. Allows faster communication with customers Provides better measurement of campaign ROI

Customer Data Integration

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Volvo Construction Equipment eMarketing Technology Solution

Total Integration

  • f Customer Data

Landing Pages, Registration Pages Product Microsites, Webcasts / Podcasts

Marketing Database / Customer Relationship Management Email and Mobile Communications

www.volvoce.com Campaign Tracking & Analytics

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Volvo Construction Equipment’s e‐marketing solution helps dealers sell millions of dollars of new and used equipment each year.

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Webinar Invite Product News Customer Newsletter Product Launch Event Invitation

E mail is the Backbone of Hitachi Data Systems’ Global E

  • communications Strategy

Hitachi Data Systems uses email to:

  • Nurture leads; Keep existing customers connected to HDS
  • Support sales and service efforts of HDS field sales managers
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Sean Mattson Director, Global Web Marketing Hitachi Data Systems Santa Clara, California

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 Hitachi Data Systems

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Online Marketing & Campaign Management Platform

www.HDS.com

Total Integration of HDS Websites Campaign Tracking and Analytics Interaction via Email, Mobile, Social Customer Data Integration and Reporting

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HITACHI USE S E MAIL HE LP IT PROFE SSIONALS MAKE SMART DE CISIONS HITACHI USE S E MAIL HE LP IT PROFE SSIONALS MAKE SMART DE CISIONS

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Hitachi’s Best Marketers are its Brand Advocates

“Read the Story” “View the Video” “Review the Case Study” “Register for Webinar” “Try it Free for 30 Days” “Forward to a Friend”

Hitachi makes it easy for subscribers to share e‐news articles, event invitations and case studies with other IT professionals.

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WebTech Webinar Series

  • 35 webinars per year
  • Up to 200 attendees per event

HITACHI USE S E MAIL TO DRIVE ATTE NDANCE FOR ITS WebTech WE BINAR SE RIE S HITACHI USE S E MAIL TO DRIVE ATTE NDANCE FOR ITS WebTech WE BINAR SE RIE S

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HITACHI USE S E MAIL TO PROMOTE ITS E VE NTS HITACHI USE S E MAIL TO PROMOTE ITS E VE NTS

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Hitachi Data Systems’ E

  • communications Solution
  • Hitachi Data Systems has deployed email in 30 regions globally
  • More than 4 Million emails sent per year in 18 languages
  • All email complies with HDS branding and messaging standards
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Hitachi Data Systems’ E

  • communications Solution
  • Field Marketing Specialists access email templates created for

specific use (i.e. Marketing Event, Webinar, Lead Nurture)

  • 24X7 Help Desk provides program consulting using ExactTarget

training materials and tutorials

  • All interaction – including email receipt, open, click through –

tracked in Oracle CRM On Demand

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Lessons Learned from Hitachi and Volvo

1.

Design your website(s) to engage visitors. Provide access to content that informs and pusuades.

2.

Use SEO (Search Engine Optimization) and Social Media to attract prospective customers to your website.

3.

Invite website visitors to subscribe to email. Give them a “reason” to subscribe. Tell them what they’ll receive.

4.

Create a Subscriber Preference Center. Use it to identify the customer’s needs and interests.

5.

Use email to nurture leads, aid purchase decision, and fuel ongoing engagement.

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B2B MARKE TING IS NOW A 24/ 7 JOB B2B MARKE TING IS NOW A 24/ 7 JOB

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Channels Applications Email Email Marketing Event Website Print Advertising Social Media Dealer/Agent Broadcast Mobile Mobile Messaging CRM E-Commerce Call Center Billing Online Meeting Warranty

Product /Service Needs, Interests Campaign Response History Analytics and Lead Score Product Purchase History Customer Demographics Customer Email Address Physical Address Customer Data Event Attendance History

Learn Y

  • ur Customer’s Needs. Track their Behavior.
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Magazine

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Campaign Response Tracking

Product /Service Needs, Interests Campaign Response History Analytics and Lead Score Product Purchase History Customer Demographics Customer Email Address Physical Address Database Management Segmentation Campaign Planning Prospective Customers

Identify

Current Customers Offer Information

Select

Timing Channels

Determine Offline Online Offline

Campaign Program Development and Execution

Program Development Content Personalization

Segment A

  • Offer/ Message
  • Channel
  • Timing

Segment C

  • Offer/ Message
  • Channel
  • Timing

Segment B

  • Offer/ Message
  • Channel
  • Timing

Database Updating / Lead Scoring Landing Page / Microsite

Customer Data Acquisition

Customer / Prospect Interaction Event Attendance History

Automate Customer E ngagement Across Channels

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  • f consumers

trust the recommendation

  • f someone they know

Source: Nielsen

  • f consumers

buy products recommended by someone they know

Source: Zuberance

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59

Thanks! Thanks!

Joel Book ExactTarget, Inc.

jbook@exacttarget.com EmailMarketingbytheBook.com @JoelBook http://www.linkedin.com/in/joelbook

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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.