Published on March 5, 2014
Improve Sales Productivity & Marketing ROI with Digital Engagement & Customer Analytics. @RobertSlaughter @MarketBridge
©2012 MarketBridge Corp.– 2 – MarketBridge Overview MarketBridge delivers digital customer engagement and analytics solutions to our Fortune 1000 and emerging growth clients by connecting marketing and sales to increase pipeline volume, velocity, close rates, and customer loyalty. Customer Characteristics Global B2B and B2C firms Go-to-Market through Direct and Partner channels “Considered-purchase” products and services Sell to Enterprise, Mid-Market, and SMB customers Facing disruption in customer buying process Integrating Marketing & Sales strategies and operations MarketBridge Differentiators Exclusive focus on Go-to-Market strategy-thru-execution 150 Fortune 1000 and emerging growth clients including 18 of the Top 50 Global B2B brands 20 years connected Marketing & Sales thought leadership Over 1,000 client engagements 15% Revenue lift on Sales & Marketing spend Sample Clients across Technology, Financial and Business Services, and Healthcare
©2012 MarketBridge Corp.– 3 – MarketBridge Philosophy Digital Marketing + Customer Data = Sales Productivity RevenueEngines™ SMART Analytics™ • Digital Demand Gen • Content Marketing and Communities • Lead Nurturing • Customer Loyalty & UpSell • Predictive Lead Scoring • Advanced Customer Segmentation • Lifecycle Management • Campaign Measurement & Reporting
©2012 MarketBridge Corp.– 4 – Go-to-Market Transformation Trends Customer Buying Behavior Marketing Technology Big Data Predictive Analytics 70%+ of customer buying time is spent on-line (Sirius Decisions) By 2016, Marketing will spend more on technology than IT (Gartner) Customer data at the individual buyer level is doubling every six months (Cisco) Marketing & Sales Transformation Digital branding, engagement, sales enablement, customer analytics, and relationship management
©2012 MarketBridge Corp.– 5 – This Shift Highlights a Disconnect Between Marketing & Sales 100 NEW LEADS IN 5 DEALS OUT The Lead Black Hole 95% MQLs (Marketing Qualified Leads) SQLs (Sales Qualified Leads) Closed Deals Same old challenge, but getting more difficult to solve without digital expertise. Traditional Marketing Spend Media buy, direct mail, e-mail, teleprospecting, events Traditional Sales Spend Field sales, inside sales, resellers, agents, retail, e-commerce
©2012 MarketBridge Corp.– 6 – How Do You Sell to Customers in Digital Age? Traditional Marketing Spend (media buy, direct mail, e- mail, teleprospecting, events) Traditional Sales Spend (field sales, inside sales, resellers, agents, retail, e-commerce) The middle of the funnel is the most common breakdown when connecting the sales and marketing funnel. Marketing is great at getting leads in at the top of the funnel and sales is great at closing deals at the bottom, but these teams are often working different opportunities. As leads fall out of the middle of the funnel, your business loses a deal…and the competition gains one. Digital Engagement • Search, mobile, social media • Content marketing, digital communities • Sales enablement
– 7 – Prospect Generation Lead Nurturing Opportunity Management Loyalty & Retention MarketBridge –What We Do MarketBridge delivers revenue productivity at every stage of your pipeline We offer our clients a unique blend of required skills to reach, engage, and convert more customers STRATEGISTS + PRACTITIONERS + TECHNOLOGISTS + DATA SCIENTISTS $ ..with technology-enabled RevenueEngines ™ solutions to engage customers how they want to buy…. …informed by our data- driven SMART™ analytics foundation • Buyer Persona Segmentation • Digital & Social Engagement • Content Marketing • Online Communities • Sales Enablement • Digital Sales Coverage • Digital & Web Analytics • Predictive Models • Performance Measurement & Dashboards • Customer Cloud The very best companies profitably grow their revenues by connecting marketing and sales to reflect a NEW CUSTOMER BUYING JOURNEY
©2012 MarketBridge Corp.– 8 – SMARTANALYTICS Performance Reporting and Predictive Analytics • Drives profitability insights from multiple sources of customer, marketing, and channel data • Increases sales productivity and optimizes marketing investment • Delivers more profitable segmentation and promotions TM MARKETBLUEPRINT Go-to-Market Strategy and Resource Planning • Aligns resources to meet changing customer channel preferences • Determines optimal segmentation, routes-to-market, marketing mix, and sales channel coverage • Creates forward looking financial models TM REVENUEENGINES Digital Relationship Marketing and Sales Enablement • Integrates online media and traditional direct marketing to build buyer communities • Designed around customer engagement stages to deliver superior customer experience • Provides powerful sales enablement TM MarketBridge Solutions Drive Revenue Growth Go-to-Market Planning, Execution, and Measurement Framework Measure ExecutePlan
©2012 MarketBridge Corp.– 9 – RevenueEngines™ Managed Service Integrated, Turnkey Marketing Technology, Process, and Professional Services
©2012 MarketBridge Corp.– 10 – Reach Understand and Reach Customers Early in the Buying Process Promote your brand as an industry leader while customers are still conducting their initial search Objective Uncover buyer communities, reach prospects where they are already engaging, and increase brand awareness by understanding key buyer profile characteristics and segmenting existing and potential customers • Develop marketing and communication strategy for targeted profiles • Place content in channels customers are using to help solve their problem and join customer communities • Develop budget appropriate mix of tactics and messaging across digital and offline media Social Media Marketing SEO/SEM Print Marketing Customer Communities Social Media
©2012 MarketBridge Corp.– 11 – Engage Deliver Relevant Content in the Right Places to Engage with Prospects Objective Create two-way conversations with prospects and use consistent marketing efforts to keep leads engaged while discussing business requirements and preparing vendor proposals • Develop and execute campaigns, monitor inbound response, and continuously score and route leads • Understand response data to identify strategies for nurturing prospects • Develop and execute multi-tactic nurturing campaigns aligned to targeted customer profiles • Measure and optimize campaigns to maximize effectiveness and ROI Increase brand consideration with consistent, targeted messages until prospects are ready to buy Marketing Automation & Campaign Optimization Online Performance Dashboards Inbound Response Monitoring Mobile Marketing Digital Marketing Campaign Design Lead Scoring
©2012 MarketBridge Corp.– 12 – Convert Effectively Enable Sales to Close Deals Objective Focus sales people on closing deals and increase productivity by passing only purchase- ready leads and equipping sales with robust marketing support throughout contract negotiation and product/service attach • Alert sales when leads are ready for follow-up and provide rich lead background and history • Enable sales with training, sales tools, customer collateral, premium content, and more • Enhance sales efforts with marketing campaigns aligned to sales themes Help prospects justify their purchase decision in order to reduce time-to-close, close more deals and increase deal size Sales Two-Way Feedback Converted Lead Sales Presentations, Customer Collateral Training & Tools Lead History, Reports, & Dynamic Routing
©2012 MarketBridge Corp.– 13 – Expand Grow Relationships with Existing Customers through Ongoing Communication Objective Build valuable customer relationships, drive loyalty and share of wallet, and deliver positive customer experiences that create customers who become brand advocates, buy more, upgrade their solutions, and renew service contracts on time • Gather and analyze customer and market data, including contract details, purchase history, and service history • Understand customer value drivers and demonstrate why customers should upgrade their solutions • Refine customer segmentation and uncover key insights • Ensure delivery of strong customer support Retain existing customers and increase long-term customer value and advocacy Buyer Community Nurturing Cross-Sell / Up-Sell Opportunities Buyer History & Detailed Customer Profiles Program Dashboards Telemarketing Campaign Analytics & Optimization Loyalty Programs Partner Enablement
©2012 MarketBridge Corp.– 14 – PROFIT IMPROVEMENT Cost Reduction Productivity Improvement Mix Optimization MaximizeEfficiency SMART Analytics ™ Methodology End-to-end Method to Deliver Business Performance via Analytics 1st Party Sources Outbound Marketing Impressions PurchaseSite 3rd Party Sources Segmentation Sales and Marketing Program & Campaign Analytics Predictive Analytics Measurement WHO Target Audience WHEN Contact Cadence WHAT Offer WHERE Media & Channel Product Recommendation Engine Lifetime Value Propensity Modeling Forecasting Market Basket Mix & Statistical Analysis Program Optimizer Campaign Hub Insight Hub Channel Partner Hub Social Ruler Explanatory Modeling ROI Analysis Testing DOE Incremental Measureme nt Engagement Value Attribution Lead Ladder SMARt Segmentation Reporting SMARt Reporting Suite KPI1 KPI2 KPI3 KPI4 AllBuyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORYA 20.3% 19.7% 21.2% 21.9% 21.2% Class5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORYB 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORYC 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORYD 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORYE 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORYF 26.5% 30.7% 27.0% 25.7% 25.3% ABC Filter SMARt Dashboard KPI1 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI2 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% Filter KPI3 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% KPI4 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% WHAT? Is happening in your sales and marketing funnel? WHY Is it happening ? Analytic Roadmap Analytic Automation INTEGRATE analytics into your Marketing Automation and CRM environments Recommendations Data Management Lead Optimizer Site Audit Channel Optimizer Partner Service Sales Store Compiled Demo/ Firmo SpecialtySocial Research Survey CAPTURE and INTEGRATE the data that provides business value by supporting decisioning, insights, and execution CE O CF O CSO CMO Define Objectives Executive Alignment REVENUE GROWTH Acquisition Cross-Sell / Up-sell Retention Market expansion Engagement Investment Priorities DEFINE a common framework that persists across sales and marketing RECONCILE competing priorities and align on investment priorities Build the Roadmap ENABLE better decisions through analytics; monetize and prioritize the corresponding initiatives Deployment SO WHAT? Business advisors and technology solutions to support decisions Get the analytics IN MARKET, in the hands of sales and marketing teams working toward your objectives Execution Measure and Learn EXECUTE effective and impactful push sales and marketing communications and responses to pull requests Customized, lifecycle relevant email Personalized site content Telesales targeted to receptive buyers Top of the funnel, targeted display and remarketing Higher cost mail, slotted to generate the best ROI Highly architected sales playbook Complimentary search campaigns with pull-through Reach Engage Convert Expand Sales touch Marketing impression OnlineOffline Search Display Email Direct mail Sales call Call center / Telesales Site Social Print ORCHESTRATE a series of integrated touch points and responses across sales and marketing to optimize key outcomes Evolution Business PROCESS CHANGE, change management, and ongoing learnings and build a RESULTS oriented culture KPI1 KPI2 KPI3 KPI4 AllBuyers 405,391 53,937 69,103 66,134 42,155 Dept.1:CATEGORYA 20.3% 19.7% 21.2% 21.9% 21.2% Class5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept.24:CATEGORYB 44.8% 36.6% 41.3% 44.0% 46.1% Dept.25:CATEGORYC 14.1% 16.7% 16.7% 15.8% 14.5% Dept.37:CATEGORYD 0.4% 0.4% 0.3% 0.4% 0.4% Dept.81:CATEGORYE 3.1% 4.1% 2.9% 2.9% 2.8% Dept.85:CATEGORYF 26.5% 30.7% 27.0% 25.7% 25.3% ABC Filter KPI1 ABC Filter All Buyers 405,391 53,937 69,103 66,134 42,155 Dept. 1: CATEGORY A 20.3% 19.7% 21.2% 21.9% 21.2% Class 5 6.3% 6.3% 7.2% 7.2% 6.7% 31.0% 32.1% 34.2% 32.9% 31.4% Dept. 24: CATEGORY B 44.8% 36.6% 41.3% 44.0% 46.1% Dept. 25: CATEGORY C 14.1% 16.7% 16.7% 15.8% 14.5% Dept. 37: CATEGORY D 0.4% 0.4% 0.3% 0.4% 0.4% Dept. 81: CATEGORY E 3.1% 4.1% 2.9% 2.9% 2.8% Dept. 85: CATEGORY F 26.5% 30.7% 27.0% 25.7% 25.3% Data organization Reporting & insights Campaign execution Data capture and storage Analysis and decisioning Feedback loop Closed loop test and learn processes Adoption and evolution of data flows and software connections Frame Define the key objectives, align investments and c-level priorities and build out a roadmap for accountable sales and marketing initiatives Collect Selectively extract and organize raw interaction and behavioral data to support key business objectives Analyze Sift through the most critical data to turn raw data into actionable insights and advice to further business objectives Deliver Actionable reporting, forward-looking insights, and consumable predictions needed by decision makers and execution teams Act Execute the tactics and campaigns in an informed, well orchestrated series of touches while embracing ongoing change and evolution Measurement Framework Measurement Audit Define how SUCCESS is measured at all levels KPI Pyramid
©2014 MarketBridge Corp.– 15 – SMART Analytics: Why We’re Different Business Mindset Solution Simplicity The technical approach and methodology is important …. As we apply math to business, we capture the complexity in proxies for targeting, segmentation, and reporting F CP Frequency Channel Preference V Industry Vertical LTV Lifetime Value Agility Our analysts understand the business of sales and marketing which allows us to frame, execute, deliver and implement the analytics in a useable and impactful way We utilize standard approaches across all phases of analytic delivery (for speed of delivery and impacts); this is augmented with flexible, custom methodologies tailored to fit your business
Robert Slaughter Digital Practice Lead, Client Development email@example.com +1 202 507 9033 @RobertSlaughter @MarketBridge
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