Published on March 4, 2014
Improve Sales Productivity & Marketing ROI with Digital Customer Engagement & Analytics. @RobertSlaughter @MarketBridge
MarketBridge Overview A leading provider of technology-enabled Sales & Marketing solutions to the Fortune 1000. We create scalable, sustainable competitive advantage for Marketing & Sales executives to solve their toughest business challenges. Customer Characteristics MarketBridge Differentiators Global B2B and B2C firms Exclusive focus on Go-to-Market strategy-thru-execution Go-to-Market through Direct and Partner channels 150 Fortune 1000 and emerging growth clients including 18 of the Top 50 Global B2B brands “Considered-purchase” products and services 20 years connected Marketing & Sales thought leadership Sell to Enterprise, Mid-Market, and SMB customers Facing disruption in customer buying process Over 1,000 client engagements Integrating Marketing & Sales strategies and operations 15% Revenue lift on Sales & Marketing spend Sample Clients across Technology, Financial and Business Services, and Healthcare –2– ©2012 MarketBridge Corp.
Our Mindset We help organizations improve their connected marketing and sales through consulting, digital engagement, and customer analytics. The result is more accountable programs and better top-to-bottom pipeline conversion rates, yields, and revenue growth. –3– ©2014 MarketBridge Corp.
Go-to-Market Transformation Trends Customer Buying Behavior Marketing Technology 70%+ of customer buying time is spent on-line (Sirius Decisions) By 2016, Marketing will spend more on technology than IT (Gartner) Marketing & Sales Transformation Digital branding, engagement, sales enablement, customer analytics, and relationship management Big Data Predictive Analytics Customer data at the individual buyer level is doubling every six months (Cisco) –4– ©2012 MarketBridge Corp.
This Shift Highlights a Disconnect Between Marketing & Sales Same old challenge, but getting more difficult to solve without digital expertise. 100 NEW LEADS IN Traditional Marketing Spend MQLs (Marketing Qualified Leads) Media buy, direct mail, e-mail, teleprospecting, events The Lead Black Hole 95% SQLs (Sales Qualified Leads) Traditional Sales Spend Closed Deals Field sales, inside sales, resellers, agents, retail, e-commerce 5 DEALS OUT –5– ©2012 MarketBridge Corp.
The “New” Connected Marketing & Sales Traditional Marketing Spend Media buy, direct mail, e-mail, teleprospecting, events Selling to customers through Digital Engagement Digital Engagement Search, social media, content and affiliate marketing, online lead scoring and nurturing, digital communities, video and webinars, online loyalty programs, sales enablement Traditional Sales Spend Field sales, inside sales, resellers, agents, retail, e-commerce –6– ©2012 MarketBridge Corp.
Integrating Digital Engagement and Customer Analytics Customer Touchpoints Marketing & Sales Pipeline Marketing Technologies Customer Behavioral Data SOCIAL MEDIA Search & Digital Footprints Campaign Response DIGITAL MARKETING Web Content & Downloads Event Attendance SALES/CRM INTERACTION Sales Interactions PURCHASE HISTORY Purchase & Service History –7– ©2012 MarketBridge Corp.
MarketBridge –What We Do The very best companies profitably grow their revenues by connecting marketing and sales to reflect a NEW CUSTOMER BUYING JOURNEY MarketBridge delivers revenue productivity at every stage of your pipeline $ ..with technology-enabled RevenueEngines ™ solutions to engage customers how they want to buy…. …informed by our datadriven SMART™ analytics foundation Lead Nurturing • Buyer Persona Segmentation • Digital & Web Analytics • Digital & Social Engagement Prospect Generation • Predictive Models • Content Marketing Loyalty & Retention • Online Communities • Sales Enablement Opportunity Management • Performance Measurement & Dashboards • Customer Cloud • Digital Sales Coverage We offer our clients a unique blend of required skills to reach, engage, and convert more customers STRATEGISTS + PRACTITIONERS + TECHNOLOGISTS + DATA SCIENTISTS –8–
MarketBridge Solutions Drive Revenue Growth Go-to-Market Planning, Execution, and Measurement Framework MARKETBLUEPRINT TM REVENUEENGINES TM Go-to-Market Strategy and Resource Planning Digital Relationship Marketing and Sales Enablement • Aligns resources to meet changing customer channel preferences • Integrates online media and traditional direct marketing to build buyer communities • Determines optimal segmentation, routes-to-market, marketing mix, and sales channel coverage Plan Execute • Creates forward looking financial models • Designed around customer engagement stages to deliver superior customer experience • Provides powerful sales enablement Measure DEMANDANALYTICSTM 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 –9– ©2012 MarketBridge Corp.
RevenueEngines™ Managed Service Integrated, Turnkey Marketing Technology, Process, and Professional Services – 10 – ©2012 MarketBridge Corp.
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 • Develop marketing and communication strategy for targeted profiles Objective • Place content in channels customers are using to help solve their problem and join customer communities 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 budget appropriate mix of tactics and messaging across digital and offline media Social Media Print Marketing – 11 – Social Media Marketing SEO/SEM ©2012 MarketBridge Corp. Customer Communities
Engage Deliver Relevant Content in the Right Places to Engage with Prospects Increase brand consideration with consistent, targeted messages until prospects are ready to buy Objective • Develop and execute campaigns, monitor inbound response, and continuously score and route leads • Understand response data to identify strategies for nurturing prospects 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 multi-tactic nurturing campaigns aligned to targeted customer profiles • Measure and optimize campaigns to maximize effectiveness and ROI Campaign Design Inbound Response Monitoring Digital Marketing Mobile Marketing Marketing Automation & Campaign Optimization Online Performance Dashboards Lead Scoring – 12 – ©2012 MarketBridge Corp.
Convert Effectively Enable Sales to Close Deals Help prospects justify their purchase decision in order to reduce time-to-close, close more deals and increase deal size Objective Focus sales people on closing deals and increase productivity by passing only purchaseready 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 Sales Two-Way Feedback Lead History, Reports, & Dynamic Routing Sales Presentations, Customer Collateral Training & Tools Converted Lead – 13 – ©2012 MarketBridge Corp.
Expand Grow Relationships with Existing Customers through Ongoing Communication Retain existing customers and increase long-term customer value and advocacy 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 Telemarketing Loyalty Programs Partner Enablement Buyer Community Nurturing Buyer History & Detailed Customer Profiles Program Dashboards – 14 – Campaign Analytics & Optimization Cross-Sell / Up-Sell Opportunities ©2012 MarketBridge Corp.
Robert Slaughter Client Development, Digital Practice Lead firstname.lastname@example.org +1 202 507 9033 @RobertSlaughter @MarketBridge
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