CRM & Marketing. Morges November 5 th Jérôme Lemoine Senior Manager Sales & Alliances. Hervé Bisquer Manager Professional Services

Transcription

1 CRM & Marketing Morges November 5 th 2013 Hervé Bisquer Manager Professional Services Jérôme Lemoine Senior Manager Sales & Alliances 1

2 Agenda CRM & Marketing Sales vs. Marketing: benefit from an integrated CRM platform! The era of Digital Marketing Customer Experience: the Social Marketing pillar 2

3 GREM Morges, November 5 th 2013 Sales vs. Marketing: benefit from an integrated CRM platform! 3

4 How is CRM supporting marketing? Sales vs. Marketing 4

5 How is CRM supporting marketing? Sales vs. Marketing: What Marketing folks say Collecting prospects: That form on the corporate website is cumbersome It takes ages to have the web agency change it every time it is necessary and it costs way to much. And who cares about the registrants anyway? Once manually copied to the CRM system, who knows what Sales folks do with them. 5

6 How is CRM supporting marketing? Sales vs. Marketing: What Marketing folks say campaign: We send out s to client for a product or a service that they have already purchased from us We ve been having that newsletter for years. We don t even know if it generates web traffic at all. 6

7 How is CRM supporting marketing? Sales vs. Marketing: What Marketing folks say Detecting leads: It is impossible for us to detect high potential prospects unless we do that manually which is time consuming. Anyway in order to do that, it takes data from the Marketing database, the CRM system, not to mention discussions with field sales 7

8 How is CRM supporting marketing? Sales vs. Marketing: What Marketing folks say Reporting & Analytics: No idea what Sales teams do with the data that we send them. We don t know for sure if the s that we send reach their target. Is it possible to have an end to end view of the revenue generated by a campaign? 8

9 How is CRM supporting marketing? Sales vs. Marketing: What Sales folks say Collecting prospects: Information collected on the web is not relevant and does not allow sales to perform an accurate qualification. It is always too late when we contact the prospects collected on the web site. 9

10 How is CRM supporting marketing? Sales vs. Marketing: What Sales folks say campaign: We love getting calls from our clients saying that they are bugged by our like if they were prospects. Some say that they receive up to 3 s per month which is far too much. Anyway, when looking at the CRM, we don t even see that they have been getting these messages. 10

11 How is CRM supporting marketing? Sales vs. Marketing: What Sales folks say Detecting leads Why can t the marketing team detect really interesting prospects such as the ones who have been visiting a dedicated website twice in a week? Is it that complicated to send a message to clients who have not been ordering anything over the last 12 months? 11

12 How is CRM supporting marketing? Sales vs. Marketing: What Sales folks say Reporting & Analytics: Marketing campaigns are expensive but they don t bring revenue. It is difficult for me to understand which revenue is generated by field sales directly and which is driven by campaigns. Anyway it takes 3 weeks to get a report from a report from IT teams. Fortunately we have Excel 12

13 How is CRM supporting marketing? Recurring problems in CRM systems Disconnected pipelines No end-to-end analytics Multiple vendors Separate databases Time-consuming integrations Additional support calls Higher costs 13

14 How is CRM supporting marketing? An integrated CRM platform is leveraging Marketing & Sales effectiveness! Collecting prospects: Create and handle multiple web forms, modify them in a second without the support of the IT department. Directly send the collected contacts into an automated qualification process that will eventually generate a lead for the Sales teams. 14

15 How is CRM supporting marketing? An integrated CRM platform is leveraging Marketing & Sales effectiveness! campaign: Elaborate sophisticated target lists using any CRM data. Manage HTML templates across organizations. Send blasts. Track results and leverage recipients behaviors for future campaigns. 15

16 How is CRM supporting marketing? An integrated CRM platform is leveraging Marketing & Sales effectiveness! Detecting leads: Design sophisticated lead detection campaigns through workflows and automation features. Automatically send relevant leads to the Sales teams. 16

17 How is CRM supporting marketing? An integrated CRM platform is leveraging Marketing & Sales effectiveness! Reporting & Analytics: Use real-time operational reports to track the execution of a campaign. Build reports combining CRM data and Marketing activities. Build intuitive and flexible reports without the help of IT. Give global end to end visibility to managers and executives. 17

18 GREM Morges, November 5 th 2013 The era of Digital Marketing 18

19 The era of Digital Marketing Classic vs. Modern Traditional Marketing Digital Marketing Marketing Automation & Marketing Automation is the marriage of / social marketing technology coupled with a structured sales process. 19

20 Marketing Automation Funnel Perspectives: consistency of the processes SFA focused CRM platforms Marketing focused CRM platforms MQL: Market Qualified Lead SAL: Sales Accepted Lead SQL: Sales Qualified Lead 20

21 Marketing Automation The key players

22 Marketing Automation How does a Marketing Automation Project look like? The different steps are based on the phases of the Marketing Process, including: Persona concept definition Demand generation Lead management Lead scoring Lead nurturing Lead generation Campaign analysis Lead qualification Sales effectiveness Sales Intelligence 22

23 Marketing Automation CRM Solutions can provide the following functionalities Targeting & Segmentation Automated Campaigns Lead Management Campaign Management Web Tracking Landing Pages and Web Forms Advanced Features Marketing Measurement Integration 23

24 GREM Morges, November 5 th 2013 Customer Experience: the Social Marketing pillar 24

25 GREM CRM Overview Customer Experience: the Social Marketing pillar CX: Definition Customer experience (CX) is the sum of all experiences a customer has with a supplier of goods and/or services, over the duration of their relationship with that supplier. This can include awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy. Engagement Loyalty Advocacy 25

26 82% of the world s on-line population can be reached by Social Networks 26

27 Statistics show 78% of Sales Professionals Using Social Media Outsell Their Peers 27

28 Customer Experience: the Social Marketing pillar The Social Media Landscape 28

29 Customer Experience: the Social Marketing pillar Building brands on Social: Segment, target, persuade and influence Establish, build and grow brands via Social Media. Increase customer relevance across paid, owned and earned media. Integrate social seamlessly to the traditional marketing channels. 29

30 Customer Experience: the Social Marketing pillar Building brands on Social: process Create Publish Moderate Measure Socially-Enabled Content Landing Pages Broadcast on Social Networks Monitor and Respond Integrated Analytics to Measure Effectiveness Print screens are from Oracle products 30

31 CRM & Marketing Morges November 5th 2013 Thank you for your attention 31