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The  future  is  here…  DATA  �  CONTENT�  ENGAGEMENT  

•  Integrated  marke?ng  and  selling  techniques  have  driven  the  need  for  tradi?onal  CRM  systems  to  include  social  and  digital  aspects.  CRMs  were  built  around  people  and  rela?onships,  the  social  aspect  is  now  an  add-­‐on.  

     •  Business  must  expand  to  include  more  sophis?cated  analy?cal  tools  that  

help  teams  collaborate  both  internally  and  externally,  send  customized  emails,  gather  insights  from  social  media  conversa?ons,  and  get  a  holis?c  picture  of  your  business  health  in  real  ?me.  

•  Making  sense  out  of  unstructured  feedback      is  complicated,  and  companies  that  crack  the  code  are  gaining  a  beNer  grasp  of  the  customer  experience  than  ever  before.    

Mobile  apps  made  up    

47%    of  Internet  traffic;  8%  of  traffic    came  from  mobile  browsers  

90%  of  American  adults  have  a  

CELL  PHONE   58%  of  American  adults  have  a  

SMARTPHONE  

42%  of  American  adults  own  a  TABLET  COMPUTER  

Over  147  million  people  in  the  U.S.  own  SMARTPHONES  

which  is  about  

62%  mobile  penetraHon  

Mobile  devices  accounted  for  

55%  of  Internet  usage  in  the  U.S.  (in  Jan.,  2014)  

with  PCs  at  45%  

Drama?c  growth  in  mobile  and  e-­‐commerce  is  crea?ng  a  “New  Normal”  

 Customers and users expect to: •  Do anything and everything online (in their own time-frame) •  Have every customer-facing interaction as a digital experience option. •  Have an intelligent, interactive, and engaging digital experience. •  Receive content optimized for the specific device in use. •  Customer-facing business transactions to no longer rely solely

on “analog experiences” such as filling in paper/PDF forms, phoning the call center, visiting a branch office, or applications that don’t offer an optimized experience for every device.

 

!

It’s  ?me  to  Apply  a  personal  element    of  CRM  to  posi?vely  impact  Customer  Rela?onships  

•  Consumers  prefer  assistance  over  the  following  channels:  Phone  (61%),  email  (60%),  Live  Chat  (57%),  online  knowledge  base  (51%),  “click-­‐to-­‐call”  support  automa?on  (34%).  eConsultancy  

•  45%  of  companies  offering  web  or  mobile  self-­‐service  reported  an  increase  in  site  traffic  and  reduced  phone  inquiries.  CRM  Magazine  

•  70%  of  buying  experiences  are  based  on  how  the  customer  feels  they  are  being  treated.  McKinsey  

•  55%  of  consumers  would  pay  more  for  a  beNer  customer  experience.  Defaqto  Research  

 •  A  10%  increase  in  customer  reten?on  levels  

result  in  a  30%  increase  in  the  value  of  the  company.  Bain&Co  

 

   

“IT  is  from  Venus  Marke?ng  from  Mars”  

•  By  2020  the  marke?ng  func?ons  in  leading  companies  will  be  radically  reshaped  into  three  organiza?on  “systems”  –  content,  channels  and  consump?on.  

 •  80%  of  customer  data  will  be  wasted  due  

to  immature  enterprise  data  “value  chain”  

•  By  the  end  of  2014,  60%  of  CMO’s  will  have  formal  recrui?ng  processes  for  people  with  data  skills  

6/14  K.  Schaub,  VP  IDC,  10  2014  predic?ons  on  the  changing  role  of  the  CMO  

“Devise  a  business  model  that  creates  on  going  customer  value”  

•  Data  opportuni?es,  ecommerce  opportuni?es  •   Rela?onships  +  Collabora?on  =  Evolu?on  and  Advancement  •  “Hypernetworked”  •  Increasing  Produc?vity  and  efficient  communica?on  through  

mobile  technology  •  Building  a  beNer  web  storefront  with  good  product  data  •  Engaging  with  your  customer  the  way  they  want  to  engage  with  

you.  

Providing   valuable   informa?on   or   content   to  current   and   poten?al   customers   &   users   for  the   purpose   of   building   trust,   branding,  awareness,   conversions,   and   posi?ve  sen?ment.      •  Content   Marke6ng   costs   62%   less   than  

tradi6onal  marke6ng  and  generates   three  6mes  as  many  leads.  –  Demand  Metric  

•  Content  Marke6ng  delivers  54%  more   leads   into  the  marke6ng   funnel   than   tradi6onal  marke6ng  efforts.  –  State  of  Inbound  Marke6ng  

Due   to   the   impact   of   social   media,   search  engines   like   Google,   Bing   and   Yahoo   are  con?nually   upda?ng   their   algorithms   and  making  social  presence  a  major  factor   in  their  search  rankings.    The   ability   for   your   business   to   be   found   on  the   internet   is  being  ?ed  to  how  well  you  are  engaging  with  your  customers.          •  89%   of   consumers   conduct   their   research   using  

search  engines.  (PR  Newswire)    

•  78%   of   purchasers   say   that   the   posts   made   by  companies   on   social   media   influence   their  purchases.  (Forbes)  

Example:   In   a   current   Southwire   campaign,  we’ve  have  had  over  1.3  million  entries  with  a  reach  of  over  700,000  people.    This   data   has   been   captured,   manually  segmented   and   will   be   used   in   upcoming  campaigns  to  further  nurture  these  leads.    •  Nurtured   leads  produce,  on  average,  a  20%   increase   in  

sales   opportuni?es   versus   non-­‐nurtured   leads.  (DemandGen  Report)  

•  A  quarter  of  all  B2B  Fortune  500  companies  are  already  using   marke?ng   automa?on,   along   with   76%   of   the  world’s  largest  SaaS  companies.  (Pardot)  

•  84%  of   top  performing  companies  are  using  or  plan   to  start   using   marke?ng   automa?on   between   2012   and  2015.  (Gleanster)  

   

•  Benchmark  liq  of  company  awareness  •  Benchmark  liq  of  product/service  awareness  •  Cost  savings  •  Higher  conversion  rates  •  Inbound  links  •  Customer  renewal  rates  •  Qualita?ve  feedback  from  customers  •  Sales  •  Sales  lead  quan?ty  &quality  •  SE  ranking  •  Subscriber  growth  •  Time  spent  on  website  •  Website  traffic  •  Ecommerce  sales  

Source:  Avoka.com  2013