B2B / Hi Tech. Connected CRM Discussion

Transcription

1 B2B / Hi Tech Connected CRM Discussion

2 Scott Cone Sr. Vice President, Client Leadership Mark Engelke Vice President, Client Leadership Adam Mincham Sr. Director, Client Leadership

3 Outline Topics for Discussion Sales and Marketing Integration Social Media and CRM Data Quality 3

4 B2B / Hi Tech Sales and Marketing Integration Scott Cone SVP, Client Leadership

5 Let s start with a Question Are your Sales & Marketing teams well integrated and working nicely? Yes, we love each other! Kinda, we talk, but mostly Sales talking at Marketing Nope, why would we need to talk at all? 5

6 B2B Sales and Marketing Integration The Sirius Decisions Demand Waterfall and implications for marketing Marketing vs. Sales-led campaigns - campaigns / sales plays / account lists Structured experimentation 6

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8 B2B / Hi Tech Social Media and CRM Mark Engelke VP, Client Leadership

9 Let s start with a question How is social media being used by your organizations today? We do some social, but do not know how it truly impacts lead generation, nurturing or ultimately customer relationships We use social to help increase awareness and improve lead generation Social is an integral part of our lead nurturing process and we rely on Social Selling as part of integrated plan with sales 9

10 The relationship between Social Marketing, B2B and ccrm Current focus: Content distribution Networks that are working: LinkedIn Twitter Facebook YouTube Slideshare Opportunities: Data acquisition Multi-channel integration Sales funnel optimization Customer Strategy Value Media Planning Segmentation Planning Financial Management Measurement & Attribution Budget Allocation Experience Delivery Channel Planning Targeting & Personalization 10 Proprietary and Confidential Information.

11 B2B Social CRM Customer Strategy Customer Strategy Segmentation Value Planning 11 Source: Sirius Decisions, Sirius Decisions Summit 2013, Social Demand Breakout

12 Social Data Roadmap: Social ROI Financial Management Measurement & Attribution Budget Allocation Sophisticated social programs are ready to connect. Build Scale Connect Integrate Target BRAND I have the technology in place to capture social data. Social ROI I can integrate social data with CRM database to create 360 degree view of customers. I can leverage social data in existing marketing programs to drive additional ROI lift. 12

13 B2B Social Content Defining the Experience Experience Delivery Media Planning Channel Planning Targeting & Personalization Program Sophistication Brand Thought Leadership Consistency = scale with compounding effect No social network presence beyond corp comm No social voice / tone Others managing online reputation for you No content strategy Influencer outreach program established Consistent dialog with marketplace onsite and offsite Establishment as thought leader Growth in PR mentions, speaking engagements & SEO traffic Expansion of social activity to executives, suppliers, vendors, and alumni Blog created and regularly updated Regularly publishing across target networks Voice / tone established KPIs identified testing started Influencers identified Two-way community engagement started Monitoring marketplace discussion Learning the Ropes Earning scale and engagement Level 1 Understand Level 2 Participate Level 3 Lead 13

14 B2B / Hi Tech Data Quality Adam Mincham Sr. Director, Client Leadership

15 Let s start with a question How good is your business data today? Awesome, I can sit back and relax There is always room for improvement and cost consolidation Terrible, I don t even want to think about it. There is too much to do 15

16 Key components for a CRM data strategy The ability to create and manage a 360º view of the customer Firmagraphic data Social/online data Data gathering & cleansing Aggregating, connecting & integrating The Data Equation Partner data Contact data CRM data strategy Financial/credit data Geo-statistical data Data governance Data privacy & security

17 The DQ Issue Matrix - Setup Data quality issues are not the result of any one thing Therefore improving quality is a matter of diagnosing the data foundation from multiple angles, and through efforts that tackle issues from varying roles & business initiatives DQ Scores A matrix of key quality scenarios visualizes the mainstream quality scenarios, and maps them to task dependencies that fit into a larger data quality framework 17

18 The DQ Issue Matrix Issue Types Descriptions Diagnosis Methods Resolution Methods Sparse & Missing Data Minimal, or missing coverage of business-critical data elements Completeness Scores EXTERNAL: 3rd party overlays for new elements, or fill-ins Stale Data Data that has lost utility by becoming old, via omission of formalized data refresh process DB Disposition Tracking Freshness scores EXTERNAL: Validations 3rd party overlays Updates Bad Data Data that has become bad due system errors, coding or input errors External validation tests Accuracy scores EXTERNAL: Validations 3rd party overlays Updates Duplicates Redundant data creating noise in the database System & Source reviews CDI process reviews Source System exchange updates CDI process & tool improvements No Engagement Status of org/contact is either bad, lapsed, or simply uninterested Engagement analysis & flagging Track engagement, augment response data 18

19 Trend Digital data collection and integration is mainstream Database Foundation Constructed from 3 Major Pillars Compiled base file Foundational source of firmographics, financials, contacts, etc Provides data enrichment scale for the basics Digital data Obtain key contact information, titles, phones, s, social networks Lower cost point, critical for some digital engagement Tele-research Allows for key data elements to be captured efficiently and at scale Fill blanks for nonmatches to base compiled file

20 So what have we discussed? How data quality is key to the CRM and business functions The need to track the quality of your data as a function Different types of data and how buying patterns are changing 20

21 Thank You Scott Cone Sr. Vice President, Client Leadership Mark Engelke Vice President, Client Leadership Adam Mincham Sr. Director, Client Leadership