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Why crm deployments fail marketers
1.
Why CRM Technologies
are failing Marketers…..10 initiatives for 2010 Adam Sharp, M.D. February 2010
2.
about CleverTouch
Intelligent Rules- Marketing based Technology Workflow Marketing Insight asharp@clever-touch.com 2 Copyright © 2009 CleverTouch Marketing, All rights reserved
3.
1999- the year
marketing changed ….. it went sideways. 3 Copyright © 2009 CleverTouch Marketing, All rights reserved
4.
Copyright © 2009
CleverTouch Marketing, All rights reserved
5.
Web search has
fundamentally changed the Selling/Buying Dynamic Copyright © 2009 CleverTouch Marketing, All rights reserved 5
6.
CRM systems are
not an ideal platform for marketing…. 6 Copyright © 2009 CleverTouch Marketing, All rights reserved
7.
OUTBOUND
INBOUND The Gap • Technology • Processes • Content • Skills •Pipeline •Opportunity Management •Sales •Support •(X-sell) 7 Copyright © 2009 CleverTouch Marketing, All rights reserved
8.
OFFLINE marketing today…
OUTBOUND INBOUND ONLINE Copyright © 2009 CleverTouch Marketing, All rights reserved
9.
…marketing 1.0
Ads & PR SEO & Tele Digital Direct Social Events eMail PPC marketing & Web Mail Ntwk Channels Multiple Versions Of The Truth Multiple Formats- No History & Partners Poor Lead Nurturing & Routing People/Time Intensive Organisation serve Comms Platforms 9 Copyright © 2009 CleverTouch Marketing, All rights reserved
10.
Marketing 1.0 =
Ineffective Marketing Domain ADHOC 80% Sales Domain 20% Copyright © 2009 CleverTouch Marketing, All rights reserved
11.
Major Marketing 1.0
issues 1. no real handle on prospect data 2. slow campaigns = individual heroics 3. multi-channel = multi-complexity 4. adhoc workflow 5. constant reinvention (manual nurturing) 6. partners not integrated 7. no personalisation 8. pipeline = feast or famine 9. no closed loop & forensic lead analysis 11 Copyright © 2009 CleverTouch Marketing, All rights reserved
12.
…and so Marketing
needs a new approach 12 Copyright © 2009 CleverTouch Marketing, All rights reserved
13.
Initiatives for 2010
13 Copyright © 2009 CleverTouch Marketing, All rights reserved
14.
marketing 2.0 =
Balance Business Process & Workflow Operations & eBusiness Customer & Prospect Technology Understanding & Automation Product & Marcom 1 Creativity, Collaboration & Innovation Copyright © 2009 CleverTouch Marketing, All rights reserved
15.
…move from email marketing
to marketing automation 2 Violates Patent 4700914 15 Copyright © 2009 CleverTouch Marketing, All rights reserved
16.
adopt a Marketing
2.0 OUTBOUND mindset INBOUND eMail, DM SEO, PPC PR Social Media Web Activity Cluster Analysis based on profile building Engagement Opportunity 41 3 16 Copyright © 2009 CleverTouch Marketing, All rights reserved
17.
4
……….. 7 1. Data Analytics 2. Psychometric Marketing 3. Business Process Review 4. Technology Copyright © 2009 CleverTouch Marketing, All rights reserved
18.
Get a handle on
your data……one place BEFORE AFTER 4 18 Copyright © 2009 CleverTouch Marketing, All rights reserved
19.
Look for patterns
as basis of campaigns Average mean customer spend is £1,306 per year 4 19 Copyright © 2009 CleverTouch Marketing, All rights reserved
20.
Psychometric Marketing
Unaware & Happy Aware & Troubled Committed to Change Explore Solutions Commit to Solutions Marketing Marketing Inside Sales Inside Sales/Sales Sales/SE Economic Technical Executive DEPTH & VARIETY Economic Buyers What CONTENT? What QUESTIONS/INSIGHT? ENSURE DIFFERENT CONTENT AND QUESTIONS AT EACH STAGE ATTITUDE & APTITUDE Technical Buyers Executive Buyers 5 20 Copyright © 2009 CleverTouch Marketing, All rights reserved
21.
Business Process Review
Lack of Controlled Nurturing before Lack of load balancing Lack of Closed loop or feed back 6 21 Copyright © 2009 CleverTouch Marketing, All rights reserved
22.
Business Process Review
Controlled Nurturing Load balancing after Closed loop feed back 6 22 Copyright © 2009 CleverTouch Marketing, All rights reserved
23.
Marketing Technology 1. map
requirements 2. don’t buy features. 7 23 Copyright © 2009 CleverTouch Marketing, All rights reserved
24.
Lead Profiling, Lead
Scoring, Lead Nurturing…... Consider Engagement Marketing- Openness & Organisational Momentum 8 24 Copyright © 2009 CleverTouch Marketing, All rights reserved
25.
Social Media =
REACH 1. listening 2. influencer marketing 3. compelling content. 9 25 Copyright © 2009 CleverTouch Marketing, All rights reserved
26.
Dynamic Demand Management
© INBOUND OUTBOUND Target Actual Target Actual Target Actual Target Actual MQL Target Actual Pipeline Target Actual 10 Win Target Actual 26 Copyright © 2009 CleverTouch Marketing, All rights reserved
27.
Marketing Automation is
opportunity for Marketing Transformation 27 Copyright © 2009 CleverTouch Marketing, All rights reserved
28.
2010 - a
holistic approach CRM + Marketing Automation 28 Copyright © 2009 CleverTouch Marketing, All rights reserved
29.
Why CRM Technologies
are failing Marketers…..10 initiatives for 2010 Adam Sharp, M.D. February 2010
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