Marknadsföring som en del av intäktsprocessen.

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1 Marknadsföring som en del av intäktsprocessen. Jonas Ander Mathias Jonsson

2

3 Agenda: Nya köpbeteenden förändrar marknadsorganisationen Buzzword Bingo: MA, Content, Social, Inbound, Outbound, Predictive Marknadsavdelningen som strategisk funktion

4 Köpresan har blivit längre. säljprocessen Hur når du din köpare här? köpprocessen Latent Behov Definierat behov Urval Beslut

5 Komplexa köp är ingen enmansföreställning. 100% Purchase likelihood drops dramatically as soon as a second decision maker is present. Average buying group size 81% 5.4 Likelihood of a sale 50% 55% 60% 60% 53% 31% 0% Size of buying team

6 Slaget står på marknadssidan. Group conflict peaks prior to Sales involvement, suggesting cannot rely on Sales for early conflict resolution. 0% Purchase Begins 37% Group conflict peak 57% Sales rep first contacted 100% Purchase completed! owns primary responsibility Sales owns primary responsibility

7 Content fortfarande i fokus. Sponsorer Ekonomisk Köpare Teknisk Köpare Beslutsfattare Tidigt: Vad är mitt problem? Hur löser jag mitt problem? Vem hjälper mig?

8 Fokusera på distribution. Sponsorer Ekonomisk Köpare Teknisk Köpare Beslutsfattare Tidigt: Vad är mitt problem? Hur löser jag mitt problem? Vem hjälper mig?

9 Device: Mobile Sponsorer Ekonomisk Köpare Teknisk Köpare Beslutsfattare Tidigt: Vad är mitt problem? Hur löser jag mitt problem? Vem hjälper mig?

10 Device: Desktop Sponsorer Ekonomisk Köpare Teknisk Köpare Beslutsfattare Tidigt: Vad är mitt problem? Hur löser jag mitt problem? Vem hjälper mig?

11 Kanalmix för leadsgenerering. SEO Ability to generate leads

12 Marknadsförarens IT-karta. Creating customer relationships CMS CRM Functional Focus Campaign/ MRM Database Services Manage information about customer Listening Platforms Data Mining Dashboards/ Sales focused Operational Alignment Sales focused

13 Marknadsförarens IT-karta. CMS CRM marketingtool focused Operational Alignment Sales focused

14 CRM Lead Management Markets Automated Automation Automated Market Atomisation Lead Management Automation Lead Nurturing

15 Marknadsförarens IT-karta. Creating customer relationships CMS Automation CRM Functional Focus Campaign/ MRM Database Services Manage information about customer Listening Platforms Data Mining Dashboards/ Sales focused Operational Alignment Sales focused

16 Vad är Automation?

17 Marknadsavdelningen som en strategisk funktion. Lead-To-Revenue Management Fully Predictive Demographic Lead Generation Situational Lead Management Traditional Social

18 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales Inbound Won LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION SALES PROCESSES CRM

19 LEAD GENERATION > > Events > Printed Media Det viktigaste av allt: Keep in touch with relevant leads over time using content for 4-10 months. Kundens perspektiv Lead Nurturing Outbound Lost Traditional Convert Marknad & Sälj som är Inbound LEAD GENERATION > Earned Media > Organic Search > Search Laggards Social Qualify Demographic MARKETING & Lead Generation LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION Distribute Situational Lead Management Tactical SALES PROCESSES CRM Sales Marknad & Sälj som är Lead-to-Revenue Management Best-in-Class Won Fully Predictive

20 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales Inbound Won LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION SALES PROCESSES CRM

21 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales Inbound LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION Won A / B SALES PROCESSES CRM

22 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales AUTOMATIC Inbound LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES DEN HÄR KÄNNS SOM EN VINNARE, JAG RINGER!! MARKETING AUTOMATION SALES PROCESSES CRM QUALIFICATION Won

23 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute 1 Nurture Program Tactical A: Automation Sales 1 Mail 1 Inbound 1 Mail 2 1 Mail 3 Won LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES TÄNKTE BARA KOLLA LÄGET? MARKETING AUTOMATION SALES PROCESSES 2 Nurture Program B: Lead Management 2 Mail 1 2 Mail 2 CRM

24 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales Inbound LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION Won MA CRM SALES PROCESSES CRM

25 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales ANPASSAT SAMTAL Inbound STANDARDPITCHEN LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION BASERAT PÅ KUNDENS Won INTRESSE & BEHOV SALES PROCESSES CRM GEMENSAMT NÄSTA STEG?

26 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Convert Qualify Distribute Tactical Sales Inbound LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES KLAR! VEM RINGER JAG NU?! MARKETING AUTOMATION CUSTOMER Won EXPERIENCE SALES PROCESSES CRM

27 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Up-selling Convert Qualify / Cross-selling Distribute Tactical Sales Inbound Won LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION SALES PROCESSES CRM

28 LEAD GENERATION > > Events > Printed Media Keep in touch with relevant leads over time using content for 4-10 months. Lead Nurturing Outbound Lost Kunden Convert ger Qualify dig Distribute en Tactical 10 i NPS. Sales Inbound Won LEAD GENERATION > Earned Media > Organic Search > Search MARKETING & LEAD MANAGEMENT PROCESSES MARKETING AUTOMATION SALES PROCESSES CRM

29 Slutord: Köpresan har blivit digital Content is still king - distribution is queen Automation bär vara en del av en strategisk marknadsfunktion där kundupplevelsen är målet

30 Målet är inte att skaffa verktyget Automation som del av er marknadsmix. Målet är att bli en mogen marknadsavdelning med Automation som NAV i er marknadsprocess. Jonas Ander. Mathias Jonsson. Element AB @element_se #elementb2b Element AB

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