+ CRM: Engaging and Retaining Your B2B Customers. John Johnston Director, Digital Marketing Volvo Construction Equipment

Transcription

1 + CRM: Engaging and Retaining Your B2B Customers John Johnston Director, Digital Marketing Volvo Construction Equipment

2 TODAY S AGENDA What are we doing? How are we doing it? What have we learned? John Johnston Director, Digital Marketing Volvo Construction Equipment

3 WHAT ARE WE DOING? CUSTOMER INTELLIGENCE TRAFFIC TO WEBSITE ENGAGEMENT LEAD GENERATION

4 CUSTOMER INTELLIGENCE Data Centralization in CRM Enables one view of the customer Allows faster and automated communication with customers Integration streamlines processes Provides better measurement of campaign ROI Lead Score Social Media Analytics Surveys Customer Information Microsoft Dynamics CRM ecommerce Sales (New/Used) MarCom History Warranty Data Credit Status

5 TRAFFIC TO WEBSITE Design similar to website Different layout for purpose Links directly to appropriate page Include images for visual interest

6 ENGAGEMENT Cross promote and social channels Tease with article, inform with website content Leverage images and video links (with Play buttons) Personalize content Use A/B testing

7 LEAD GENERATION Track conversions from to website Capture leads from website in CRM Leverage CRM for campaign ROI Automate workflow for lead distribution to dealers and response to customer

8 HOW ARE WE DOING IT? THE MESSAGE THE LAYOUT THE INTEGRATION THE CUSTOMER

9 THE MESSAGE... Dynamic Content Volvo designed the template to allow for dynamic content. Through integration with Microsoft CRM, Volvo can change the text, images and links based on user interests. Interactive Functionality Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest. Analytics The analytics from s are used for to capture customer insight and interests and aid re-design. Analytics are easily forgotten as a great tool to review content and placement.

10 THE MESSAGE... LESSONS WE VE LEARNED A/B Testing A simple test to a random sample can answer the ultimate question what subject works the best Video, Video, Video Images that appear as video play buttons receive as many clicks as embedded videos More Images, Please Images grab attention and increase possibilities of click-through rates Don t Forget About the Links Links allow you to capture user behavior and drive users to more relevant information, but don t abuse them Cross Promote Leverage your social channels to promote topics and link to Newsletter sign-up

11 THE LAYOUT Navigation Volvo makes searching for and locating a specific machine easy. Redesigning the layout to include such links increased website traffic >30%. Content Syndication Volvo displays used equipment based on subscriber preferences. Content syndication has reduced build time by approximately 30-40% by automatically capturing content from its remarketing website.

12 THE LAYOUT... LESSONS LEARNED Analytics Use analytics to review navigation placement, text boxes, images, etc. Size/length People don t tend to scroll. Decide the length based on user behavior, not content wants Attachments Sometimes attachments are better to use than lengthy content or lengths to your website Text There are still many subscribers who read their s in text format. Width People are viewing s on many devices, try to remember that width is still an issue.

13 THE INTEGRATION

14 THE INTEGRATION

15 THE INTEGRATION

16 THE INTEGRATION

17 THE INTEGRATION... LESSONS WE VE LEARNED Work with an experienced CRM/ExactTarget programmer Plan for the future and start with the basics Manage your subscribers with other account/contact information Document, document, document Keep blueprints accessible as the more integration and automation you have, the more complicated your troubleshooting will be

18 THE CUSTOMER Campaign Tracking & Lead Scoring Total Integration of Customer Data Communications Marketing Database

19 WHAT HAVE WE LEARNED? BEST PRACTICES THE FUTURE DIGITAL MARKETING

20 BEST PRACTICES s are like magazines, you can only have the same look for so long before they are stale A/B testing is critical for future growth Subscription management should have options based on roles , social, surveys, webinars should cross-promote is not free include enhancements in your budgets

21 DIGITAL MARKETING

22 DIGITAL MARKETING Dealer Communication Do you send HTML s to your dealers? Do you track your dealer open rates? Do you best practices in those s? Salesman Communication Use CRM and ExactTarget to automatically send lead information Leverage Content Syndication to automatically populate content

23 DIGITAL MARKETING Simple subscriptions

24 DIGITAL MARKETING Use scan tags to add subscribers to your distribution Leverage ExactTarget integration to send brochures from tablets

25 DIGITAL MARKETING Where s ? Is Thank You message optimized for mobile?

26 THE FUTURE How do you handle links going to mobile websites? Should s dynamically render separately depending on the device? Can we leverage more social, and CRM to capture more customer intelligence?

27 + CRM: Engaging and Retaining Your B2B Customers THANKS! John Johnston Director, Digital Marketing Volvo Construction Equipment