Sustainable Business Relationship Building Through Digital Strategy Solutions

Transcription

1 Sustainable Business Relationship Building Through Digital Strategy Solutions

2 PRODUCT SCORING with NX3

3 WHY PRODUCT SCORING?

4 Capturing Customer s Buying Behavior Product Interest Scoring measures customers and prospects interest in a particular product by scoring their digital response to product-related content and behavior. Benefits Gain insight into customers product interests sooner to optimize meeting dialogue Increase conversions of product interests to revenue Improve product specific content strategy and campaign strategy Segment our lead volume by interest in product lines and better forecast pipeline by product family Increase marketing/sales alignment because more qualified leads for sales as we see product interest signals early

5 Business Challenges 1 Generic lead scoring does not differentiate prospect and customers engagement differently Demand Programs ADR Qualification Sales Qualification Marketing Response (MR) Marketing Qualified (MQL) ADR Accepted (AAL) ADR Qualified (AQL) Sales Accepted (SAL) Sales Qualified (SQO) Closed Won 5 days 5 days All Responses New logo MQL Customer MQLs New logo Opptys Cross sell Ooptys New logo Revenue Cross sell Revenue New Biz $$

6 Business Challenges 2 Low conversion rate The revenue source has shifted from New Logo domination to Cross Sell/Upsell. Customer leads are scored based on interest they show in certain products lines, place in the buying cycle, and overall fit within a business 1. Pre-qualify 2. Qualify Stage 3 and above Sale Stage Total of 314

7 Our Vision & Opportunities Create a dedicated model to capture customers buying behavior Increase customer lifetime value (increase # of solutions per customer) Leverage install base means Lower cost of sales/marketing and higher ROI Increase conversion of customer s interest into revenue

8 PRODUCT ENGAGEMENT STEP BY STEP GUIDE

9 Step 1: Comprehensive Project Plan Project Plan Product Interest Scoring Tasks Driver Contributor Start Date End Date Duration % Completed Defining Product Families Ways to measure Product Interest Product Family V/S Product Solution Product Mktg Product Mktg 07/25/16 08/10/16 13d 07/25/16 07/26/16 2d 100% Decisions and agreement on Product Product Product 08/01/16 08/05/16 5d 100% Families Mktg Mktg Naming convention to used for Product GDC Product 08/04/16 08/05/16 2d 100% Families Mktg Scoring Fields Mktg Ops Sales 08/08/16 08/10/16 3d 100% Defining Product Families Mapping Website Structure to identified Product Interest Web Mktg Product Mktg 08/22/16 09/30/16 30d 08/22/16 09/30/16 30d 100% Mapping Marketo program to identified GDC Product 09/01/16 09/30/16 22d 100% Product Interest Mktg Test Program for asset detection Mktg Ops Mktg Ops 08/29/16 09/09/16 10d 100% Test Program for Website detection Mktg Ops Mktg Ops 09/05/16 09/12/16 6d 100% Stamp Customer V/S Prospects 10/03/16 10/14/16 10d Identify Active customers in Marketo Sales Ops Sales Ops 10/03/16 10/14/16 10d 50% Identify leads/contacts belong to accounts in Marketo Sales Ops Sales Ops 10/03/16 10/14/16 22d 50%

10 Step 2: Project Timeline Project Research 07/15/16 Project Kickoff 07/20/16 Communication and Meeting 07/30/16 Scoring Fields 08/08/16 Defining Product Families 08/22/16 Test Program for Website detection 09/09/16 Stamp Customer V/S Prospects 10/03/16 July August September October Launch to sales and marketing 10/22/16 Finding ways to measure Product Interest 07/28/16 Defining Product Families 07/25/16 Test Program for asset detection 08/29/16 Test Program for Website detection 09/12/16 Identify Active customers in Marketo 10/03/16

11 Step 3: Scoring Framework Product Family Web Engages with any website asset showing specific product interest Any Marketo campaign or asset/content specific to a product family Behavior activity is captured and scored in Marketo, score is passed to SFDC TAP Managed Defense Endpoint Retainer/IR Network Forensics isight Orchestration

12 Step 4: Defining Naming Conventions For Tagging Defining Naming Convention for Tagging Program Example of program naming convention in Marketo Product Family Product Name Naming Convention Web NX PF-WEB EX PF- TAP TAP PF-TAP Defining Naming Convention for Asset Type ManagedDefense FAAS PF-FAAS Endpoint HX PF-EP Retainer IR PF-IR Network Forensics PX/IA PF-NF Cloud ETP PF- isight Intel PF-INTEL Orchestration ISO PF-ISO Asset Type Customer Story/ Case Study e-book Infographic Report Solution Brief Stencils Threat Brief Webinar White Paper Promotion Abbreviation CS EB Infographic RPT SB ST SB WBNR WP PROMO

13 Step 5: Web Assets Tagging Only website PDFs are scored as assets, all others are scored by Marketo Programs Each Website asset consumed is scored +20 Points Website file directory paths are named according to standard to support using Clicks Link on Web Page to score consumption Example shows syntax: pdfs/pf/[name of product family path] Product Family Web FAAS isight Endpoint IR Orchestration Network Forensics PDF naming convention pdfs/pf/web pdfs/pf/ pdfs/pf/faas pdfs/pf/intel pdfs/pf/ep pdfs/pf/ir pdfs/pf/iso pdfs/pf/nf

14 Step 6: Presenting Information to Sales Product Scoring section in SFDC Lead & Contact views to capture the product family scores. *PF = Product Family Sales Force will see an alert in their inbox when a new interest is captured Interesting Moment will show a Milestone when a record reaches product interest threshold

15 Product Interest Score Product Family Interest Stage Step 7: Scoring threshold People accumulate product family points each time they take an action we can tie to a product family Every signal gets 34 points* Three signals pushes score > 100 points: product interest MQL Interest score is bucketed into five stages from no interest (zero) to Product Interest Threshold (100) When product interest scores reach 100, they remain at Signal 2 Signals 3 Signals High Mid Low * Channels with 2+ member statuses are scored individually by member status

16 RESULTS

17 Results Benchmarks Average deal size increase by 33% for opportunities influenced by Product Interest Threshold Average deal size for opportunities with any Product Interest Engagement increase of 25% Velocity of opportunities decrease for all apps with product scoring engagement

18 Other Opportunity Examples Solution-to-solution cross-sell campaigns Optimize touches based on product interest scores Product interest-specific content & nurture

19 PRODUCT SCORING KEY TAKEAWAYS

20 Key Takeaways Make a plan that includes all stakeholders Envision, document, then build Budget time to test and optimize Show and tell to drive adoption Analyze and act on insights Initiative + Technology = Smart Marketing

21 NX3: WHO ARE WE?

22 Who are we? At NX3, we strive to bring the best marketing solutions to businesses. We focus on the essential elements to make your online business a digital sensation. Understanding the diverse requirements of online businesses, we are determined to provide top notch marketing solutions in a range of industries.

23 Enabling & Empowering At NX3, we aim to lead Digital Transformation by inspiring, connecting, enabling and empowering businesses with the relevant tools, information and resources to help meet and manage our customers evolving needs.

24 Our Systems Governance Model Digital Strategy IT Services

25 The Big Picture Web Development E-Commerce Search Engine Marketing (SEM) App Development Search Engine Optimization (SEO) Social Media Marketing (SMM) Campaign Management Marketo Implementation Amazon Web Services Customer Relationship Management (CRM) Digital Enablement Technology Enablement Social Enablement Cloud Enablement

26 Our Clientele We have implemented digital engagement strategies for multiple companies and products to reach target audience members across multiple business units.

27 Thank you. NX3 Corporation About NX3 NX3 is a one stop solution for all your digital needs. Using advanced digital platforms like Marketo and Salesforce for coaching, marketing and enablement, NX3 has a knack for transforming your business in a matter of months. We lay special emphasis on developing a very personal relationship with our customers. At NX3, we aspire to create a customized individualistic experience through our services not only for our customers but for their customers as well in a chain of steps carefully designed in the form of a customer journey. We execute across multiple channels to achieve maximum traction for our clients.