Expanding Marketing's Role: Marketing Automation and Social Listening

Expanding Marketing's Role: Marketing Automation and Social Listening

• 1.
  Sales & Marketing Expanding Marketing’s Role Lisa Steinhart, Socius Nathan Cox, Socius
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  Sales & Marketing
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  Sales & Marketing eCommerce Expertise Lisa Steinhart Marketing Director, Socius Nathan Cox Sr. CRM Consultant, Socius
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  Sales & Marketing In This Session… • Changing Roles For Marketing and Why • Challenges For the Road Ahead • Creative Ways to Solve Common Challenges
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  Sales & Marketing • – Anonymity – Preference for Self-Serve • – Aversion to disclosing buying (BANT) information – Limited/No response to inbound communications (e/voicemail) – Limited attention span (120 e-mails/day) • – Abundance of accurate content available • – Desire to engage directly with publisher – Preference for 3rd party/peer research – More proof activities/negotiation (lower risk profile) The New Buying Behavior Trust
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  Sales & Marketing Messaging Logistics Content Development Actionable Psychology
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  Sales & Marketing TWITTER FACEBOOK SOCIAL EXECUTION CRM ANALYTICS WEB/eCOMMERCE LINKEDIn
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  Sales & Marketing Key Disparities • Emphasis still on Sales Automation • Non Connected Systems is increasing • Singular and Specialized Systems GoToWebinar Email Calendaring Web Site CRM Twitter FaceBook Analytics Blog Syndicated Content Paid Placement
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  Sales & Marketing We Are Where ERP was 15 Years Ago • Limited Visibility • Disparate Singular Solutions • Spreadsheet Tracking • Manual BI • Left hand not in sync with right… You knew you were losing money because the $$$ were visible in inventory, and revenue…
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  Sales & Marketing Yet in tough times…What Get’s Cut? • Marketing Budgets • Investments in Marketing Technology • Investments in Marketing Headcount …Because our systems and data aren’t readily and consistently showcasing the value marketing brings to the organization…
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  Sales & Marketing Welcome to the Renaissance of Marketing • Recognition of today’s marketing requirements – Integration – BI – Dashboarding – Easy tools for left brain thinkers – Automation to speed operations – Visibility into results driven activity
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  Sales & Marketing How to Compile Your Action Plan • Map your ‘today’ process Market Life Cycle Lead Life Cycle Sales Life Cycle Other? • Map your Systems and Purpose Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
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  Sales & Marketing How to Compile Your Action Plan • Identify your gaps in process and systems Market Life Cycle Lead Life Cycle Sales Life Cycle Other? • Document…Document…Document Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
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  Sales & Marketing QUICK STORY…
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  Sales & Marketing Products Companies Services Companies SYSPRO Sage Dynamics Cloud BI CRM ISV NAV GP AX CRM HRMS Cloud Cloud CRM ISV ISV ISV ISV ISV Professional Services We Have A Complex Mix of Products/Services
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  Sales & Marketing Socius Quick Story • Ran Methodology in February – Email Construction – Sends By Role (2) – GTW Integration Activity Cost Per Week Email Construction 1.5 Email Sends by Role 3 GTW Integration 2 Sales Communications 2 Visitor Track $3,600 Nurture Scheduling 3 12 Hours
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  Sales & Marketing Our Approach • Applied Marketing Automation to save 12 hours per week – Nurture scheduled is automatic – Sales gets immediate Updates – Reduction in overall manual entry to CRM – Additional time saved by Sales – Additional benefit – better targeting
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  Sales & Marketing Publishers Have More to Offer… Nathan Cox, Socius