Trends & ideas for success CRM & marketing

Transcription

1 Trends & ideas for success CRM & marketing Michael < Twitter Facebook/Linkedin Michael Leander 1

2 not so dead after all... (tell your friends & colleagues) Invest 1 US$ get 52, 43, 40, 39 US$ back marketing still the best performing instrument delivering nearly twice as much as second place (SEM) in terms of ROMI 2

3 Break down the terribly inefficient silo thinking is multi-channel Multichannel marketers multiply ROMI by 5, 10, 15 3

4 In the old days... 4

5 The topic & the trends What marketers should demand of their CRM system How behavioral and transactional profiling solves the challenge of relevancy in & mobile actions What you can achieve with progressive profiling Commonsense & misconceptions Main barriers to effective marketing 5

6 Key problems for marketers across the board One size fits all Irrelevant content Inconsistency Most of these problems can be solved Key trends changing buying behavior 6

7 Significant changes in buying behavior No sex on the first date Referral & recommendation OTS* high to get a reaction Latency increase incubationtime *OTS = Opportunity to see What CRM + ESP should be managing Where do respondents come from? Identify source + cost per Lead Where is each prospect top, mid, end of funnel? How are we going to educate, nurture? What type of automation is required How are we going to score prospects and customers? What is the minimum requirement for differentiation? Where does marketing start and stop, sales start and stop, retention start and stop. 7

8 Which reads the most words pr minute the eye or the ear? words per minute 125 words per minute 8

9 We are in the picture economy Can we set a new world record together? 9

10 The picture economy and profiling Highly effective method to append relevant information to each profile Which of these two cars best suits your needs? Once user clicks, the preference is stored in the database. Respondent is then taken to a page with more information about the preferred BMW + an with more information about that particular car is sent simultaneously

11 In marketing, what is most important? Sender name Subject line Which amount of information should one ask for at point of sign-up? only + more 11

12 Box it Up for Dynamic content! 12 sections of personalized content What s in your boxes? - Content A -> SA - Content B -> SB - Offer A - News B - Regional - Division - Service Increased revenue by 25% per sending 95% of subscription forms ask for 3 pieces of information or less 90% of marketers agree that knowledge about recipients and their intentions increase results 70% of recipients say that irrelevant content is the #1 reason for unsubscribing 12

13 13

14 From wasted to wanted Mailing list/ database Mailing list/ database Data source CRM system Web sales Integrated Web analytics Transactional Communication Triggers based on transaction Potential benefit = Tailored promotions (sales) Behavioral Communication Triggers based on behavior Potential benefit = Up-sales/ promotions Messaging Personalized Communication Lifecycle s Loyalty Customer value Segmented Communication Targeted campaigns/ offers Relevant offers Mass Communication Newsletters, surveys & one-size-fits-all promotions 97% are here Information Contact data Demographic data Customer history Customer intelligence Customer transaction Intention/ behaviour Marketing Audit Components 1. Marketing Purpose & Objectives 2. Marketing Content Concept 3. Marketing Value Proposition 4. Permission Marketing and Privacy 5. Frequency and channels 6. Profiling, segmentation and subscription center tactics 7. Subscriber acquisition conversion ecosystem 8. Messaging tactics including welcome flow 9. Design in templates and design consistencies 10. Response tactics / inbound marketing 11. Data management including bounce management procedures 12. Use of behavioral data 13. Marketing Service Provider alignment with objectives 14. Triggers & events + transactional s. 15. Deliverability and ISP issues 14

15 marketing audits almost always shows data integration as the weakest points Better profiling gets 50-70% of your recipients into the conversion zone 15

16 If we can t consolidate intelligence, how are we going to deal with new channels? Build your profiles and get data for segmentation Data input from customer 70-90% accurate tracking behavior 50-90% reliable Transactions (on/offline) 99% trustworthy 32 16

17 How do you build profiles, and why do it progressively? My B2B profile profile Position? Influence? Size of company Budget for X Annual use of Y Bying process When, how CFO s Soft data Preferential information First + last Name Mobile # My B2C profile Male yrs. Old Married (wife) Kids (#, sex, age) Income (no ) Assets Property Lifestyle Preferences Status of X Basic demographics A press photo conceptualized by a German creative who spent too much time in Berlin. Basic Demographics Affluent neighbourhood? (c) Michael Leander Nielsen,

18 Basic profile What are the contents of your basic profile? Your ideal profile Expanded profile + Add behavioral Stimulate to get more info + Add transactional 35 Grundfos smart profiling (global pump manufacturer B2B) Working areas: Heating systems Water supply (Ground waster, pressure boosting) Waste water (Disposal solutions) Cooling systems Fire protection (Sprinkler systems) Frequently 77% 14% 18% 18% 3% Occasionall y 16% 74% 62% 53% 43% Never 7% 12% 20% 29% 54% Info. wants: Very interested Quite interested Not interested Energy saving pumps Time saving pump selection tools Product news Technical product info. GFOS seminar info. Case stories 84% 76% 70% 64% 42% 24% 14% 21% 29% 33% 49% 60% 2% 3% 1% 4% 9% 17% 36 18

19 Understand where your targets are in the buying process How do you differentiate? 37 Personalized with title and name Targeted relevant offer Image and copy based on life stage 19

20 In closing 20

21 Understand thy list! Measure health of your list regularly Act on your findings it is important Measure Period Number of Subscribers Never Open All time 48, % Last 6 Months 168, % Never Click All time 96, % Last 6 Months 144, % Never Bought All time 48, % Never Bought Online Last 6 Months 192, % All time 96, % Last 6 Months 216, % % of list total Tighetening the and CRM integration is an ongoing process, but focus is needed 21

22 Get pictures & more concrete what to-do advise at free webinar Get your invitation Mapping customer stage to media Stage Because Convert to Best fit media Estimated cost of conversion Awareness Responded Consideration newsletter 25 Ready to buy Lead scoring Make purchase Personal call 50 Lead scoring is a new way to qualify leads (customers) 22

23 Anticipate needs < target offer 45 23