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Steve Kemish's presentation from the CMO conference in Paris, June 2011.
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Cross-channel customer
engagement engagement
Steve Kemish
Director, Cyance
Chair of IDM Digital Marketing Council, UK
© Cyance Limited 2011
Before we get all excited…first
things firstthings first
The data
© Cyance Limited 2011
Precise
targeting
Take data seriously
of
your
prospects
© Cyance Limited 2011
“You can discover more
about a person in an hour of
play than in a year of
conversation.”conversation.”
- Plato
© Cyance Limited 2011
Introducing Jeff Wedeward
© Cyance Limited 2011
One Google search tells us…
© Cyance Limited 2011
He’s not all work, work, work
© Cyance Limited 2011
Too far for B2B!
just because your customers are on Facebook
doesn’t mean they want to hear from you or
think about you.
Recognise and respect
Just because you can find somebody to talk
to doesn’t mean they want to talk to you!
© Cyance Limited 2011
If I can do this in 15 minutes
What can you do with your customer database?
Your prospect database?
How can you arm your sales team?How can you arm your sales team?
How does this influence your marketing activity?
How do influencers influence your marketing activty?
© Cyance Limited 2011
This is not data mining, this is
sifting for gold.sifting for gold.
© Cyance Limited 2011
But respect data
• It goes missing.
• It gets stolen.
• It goes out of date.
If collected badly, it can only be used badly.
© Cyance Limited 2011
Precise
targeting
Take social media
seriously
of
b2b
prospects
© Cyance Limited 2011
Social is not just Facebook, Twitter
© Cyance Limited 2011
building on past and present
behaviour
• What they have purchased.
• Enquired about.
• Seen.
• Watched.• Watched.
• Wanted.
• Hated.
• Influence (Klout.com)© Cyance Limited 2011
Klout – find influencers
© Cyance Limited 2011
Multi-channel for b2b: corporate hospitality
Data selections/cells
© Cyance Limited 2011
© Cyance Limited 2011
© Cyance Limited 2011
The Open - results
• Online traffic increased by up to 250% following
emails.
• Over 500 leads resulted from the campaign,
many with national companies who are now also many with national companies who are now also
looking to book Open Golf hospitality at
Sandwich 2011.
• Total revenue from campaign delivered a x24
ROI
© Cyance Limited 2011
Used for…
• Telemarketing follow-up.
• Triggered email messages.
• Website personalisation – news, offers, &
content dynamically changed.content dynamically changed.
• Search optimisation.
© Cyance Limited 2011
Further thoughts for you
• Data is the bedrock of any multi-channel
• “Look with your eyes”
• Seek influencers to help do your job for you
• Map everything to the sales cycle• Map everything to the sales cycle
• (and what works best for your customers)
• Multi-channel can be multi online & multi offline
• Be channel agnostic.
© Cyance Limited 2011
Thank you
steve.kemish@cyance.com
twitter.com/skemmo
© Cyance Limited 2011
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