Intelligent Marketing Automation. Empowering Marketing & Sales through technology innovation.

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2 Intelligent Marketing Automation Empowering Marketing & Sales through technology innovation.

3 BART MOENS DOMAIN MANAGER DATA INSIGHTS EDWIN SCHINS D365 CRM CONSULTANT

4 PRACTICALITIES Questions: Please type your questions in the question pane. All attendees will receive the answer to all the questions in the follow-up after the webinar. Handouts: You can download the handouts in the handout pane. Every attendee will also receive a link to the handouts in the follow-up . Recording: a link to the recording of this webinar will be included in the follow-up . This link can be shared with colleagues, etc.

5 The Sales Rep of the future is a bot

6 THE SALES REP OF THE FUTURE

7 OR THE SALES REP OF THE FUTURE

8 OR NO SALES REP..

9 Your customer expects a personalized (marketing & sales) approach

10 The Buyer Journey

11 57% - that's how far the average B2B buyer is through the purchase decision before engaging a supplier sales rep. Source: Research by CEB and Google 2013

12 BUYER JOURNEY Top of Mind Unique individual offering Unique customer experience Awareness Consideration Decision People & Process Category Management Brand Marketing Product placement Product / service mix management Brand equity management Reputation building Lead generation management Sales process After sales Tools Campaigning Promotional actions Testimonials Website Customer stories / whitepapers Market presence Customer management tool Pipeline management Data Market data Brand recognition Promotional effectiveness Hit rate Website effectiveness Sentiment analysis reviews Customer - peer information Up-sell / cross-sell Next best action Know your Customer

13 KNOW YOUR CUSTOMER Awareness Consideration Decision Know your Customer Data Un-identified Identified Best friend Internal External 3rd party Open data Market data Customer segmentation Target audience registration IP recognition Chatbot Browsing history Interests Socio demografic info Company Network Customer Centric Proactive Individual approach Individual offering Products & services Customer satisfaction Peers comparison Service calls Next best action Next best buy Churn

14 Personalized Automated Realtime Marketing

15 PERSONALIZED AUTOMATED REALTIME MARKETING Personalized Automated Realtime Marketing Record current and future customer needs and wishes Individualized offering Unique Customer Experience Automated marketing process (lead qualification, appointment scheduling, ) Advanced analytics (next best action, churn, white spot analysis, peer analysis, ) Artificial Intelligence (Bots, cognitive services, ) Real-time or near real-time marketing activities Increase touchpoints Instant Customer feedback Brand Reputation Building Increase (mobile) channels - digital Story telling (testimonials, video, )

16 Webinar

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19 Steven Sales Key Account Peasinajar Whitney Cox CEO Peasinajar Mark Ellis Lead Escon Consulting

20 Steven Sales

21 Steven Sales Steven Sales Steven Sales

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26 Inbound Marketing anonymous Analysis & ROI Data analysis Conversion to sales DATA DRIVEN Leads Data analysis Data analysis Nurture Marketing outbound

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28 Awareness Consideration Decision KNOW YOU CUSTOMER Anonymous Identified MQL DATA Inbound Marketing Website, landing pages Outbound Marketing s, special offers Sales visits The visitor gives his consent to use his data via cookies The visitor gives his consent to use his data and to send s (opt in/opt out) The lead score continues to grow and hits the mark of MQL

29 A POTENTIAL LEAD Mark is the purchase director of a consulting firm called Escon Consulting. His colleagues desperately need an energy boost so he s looking for a solution. He spends quite some time on Twitter professionally Via Twitter he hears from an interesting blog He googles it and finds his way to the website of Peasinajar Mark is getting enthousiastic as this looks interesting and starts browsing

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32 3a 1 High lead score b Low lead score <100

33 Steven Sales Steven Sales Steven Sales

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40 Treshold measurement on scoring of customer interactions and behavior over time. Exceeding treshold accelarates customer in nurturing traject. Algorithm to automatically qualify leads based on customer interactions and customer details (industry, revenu, location, ) Threshold Algorithm Data Collection Scoring Nurturing path Marketing Qualified Lead Customer data collection Socio-demographic information Behavior on Marketing touchpoints Interests Progressive profiling Scoring Customer behavior Newsletter interactions Website tracking Event registration Social media interactions Nurturing Traject Personalized Newsletters Personalized invitations Personalized content Marketing Qualified Lead Lead transfered to Sales Details on qualification Details on customer interactions Details on customer profile

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