The business case for an outsourced demand center
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The document discusses the benefits of an outsourced Demand Center of Excellence for marketing organizations. It notes that while marketing automation technologies provide benefits, many organizations struggle to realize their full potential due to a lack of skills, well-defined processes, and organizational readiness. An outsourced Demand Center can help address these gaps by providing centralized expertise and services across various demand generation functions like campaign design, operations, and technology implementation. Doing so allows marketing to improve performance, drive more predictability, and better optimize activities across the entire customer lifecycle.
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The business case for an outsourced demand center
- 1. The Business Case for an Outsourced Demand Center of Excellence Or how to get quick returns on your marketing automation investment A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi
- 2. Presenter Shawn De Souza Demand Generation Practice Director 1
- 3. Agenda 1. About eDynamic 2. Challenges facing Marketers today 3. Gaps brought about by Marketing Technologies 4. The Demand Center 5. What to look for in an Outsourced Demand Center 2
- 4. About eDynamic eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions Experienced. Founded in 1999 Trusted. Diverse business critical projects delivered for mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, Education, Travel and Hospitality and Energy Global. Locations in United States, Canada, Middle-East and India 3
- 5. eDynamic Empowers the Marketing Process Our capabilities center around empowering the marketer during the entire customer lifecycle, from acquisition to engagement 4
- 6. Why we are here 5
- 7. MAPs: Leveraging the Digital Footprint Marketing Automation affords us the ―situational awareness‖ to optimize our ability to acquire and convert customers 1. Improving engagement: Delivering relevant experiences that keep customers or prospects engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email, mobile, social media… 3. Nurturing: Move leads through the buying cycle to the point at which they are ready for sales 4. Scoring and prioritizing: Identifying those high-value customers or prospects 6
- 8. Automation is Driving Conversions Eloqua noted that automated campaigns on average have a >200% higher conversion rate than batch and blast 7
- 9. The Reward of Higher Revenue Best-in-Class Organizations deliver a 79% improved company wide revenue growth 8
- 11. Buyer 2.0 SiriusDecisions: How sales people want to sell has little impact on how buyers are choosing to buy 10
- 12. What platforms do you use? ‖ I feel more like a CIO with all the technology I have to deal with in my organization‖ 11
- 13. Marketers are using point solutions Website CMS, Analytics, CRM, Marketing Automation, Business Intelligence, Social tools… 12 Forrester Global Direct Marketing Benchmark Survey Q3 2008
- 14. Bandwidth! 13
- 15. Stoking the engine 14
- 16. The Snowball Effect! 15
- 17. The Data Problem The natural decay of contact data can cost a marketing department a significant portion of its budget 16
- 18. Gaps brought about by Marketing Technologies 17
- 19. Skills Gaps 18
- 20. Process Gaps 19
- 21. Organizational Readiness 20
- 22. Technical Readiness 21
- 23. A Reality Check 22
- 24. B2B Marketing – a reality check ―Too many B2B marketers … do not experience the full potential that these platforms deliver. They are held back because they don’t have the right lead management process in place, the right contact information in their database, the right content for engaging buyers, or the right skill sets for managing the intersection of these efforts.‖ - B2B Marketers Must Better Prepare for Automation, Forrester Research 23
- 25. B2B marketing – a reality check Only 25% of organizations are fully realizing the potential of their Marketing Automation Platform – Sirius Decisions 85 The percentage of b-to-b marketers that describe themselves as ―self-taught‖ professionals. 81 The percentage of b-to-b organizations that spend $1,000 or less per year on marketing skills development. 25 The percentage of organizations that have purchased marketing automation that are utilizing it to the fullest. 7x The gap in waterfall performance (inquiry-to-close ratio) between 24 average and best-in-class organizations. - Sirius Decisions
- 26. The Demand Center 25
- 27. Marketers recognize the need for a comprehensive service suite 26 Forrester Global Direct Marketing Benchmark Survey Q3 2008
- 28. Forrester’s Online Marketing Suite 27 Forrester – February 2011 – Revisiting the Online Marketing Suite
- 29. Mission control for marketing excellence 28
- 30. The Solution Create a Marketing Operations Demand Center 1. Sirius Decisions: The Demand Center is a hub of shared marketing services, infrastructure and process that enables organizations to bring programs to market by leveraging key corporate assets and best practices 29
- 31. The Function of the Demand Center A central resource pool of practitioners experienced in MAP, CRM, Design, Analytics 30
- 32. The Demand Center’s Services A centralized Demand Center addresses the gaps brought about by marketing technologies like automation Marketing Automation Demand Center Skills Gaps Organizational Strategy & Readiness & Consulting Strategy Process Gaps Campaign Campaign Design and Design and Execution Execution Organizational Readiness Day to Day Managed Operations Services 31 Technical Technology Implementation Readiness Installation Services
- 33. Benefits of a centralized marketing suite Marketing must move from a siloed organization to a flexible, project-based organization able to execute with agility 1. Enabling optimization across the entire funnel 2. Drive new levels of predictability and performance 3. Managing a single set of segments and business rules 4. Providing a data repository for a single customer view 5. Integrating and synchronizing third party applications 6. Knowledge share and best practices across the organization 7. Program Assembly and Execution 32 8. Strategic Guidance and Advisory Services
- 34. The Onsite Model Investment in FTEs, Training and Ramp-up 33
- 35. The Hybrid Model Implementation and Best Practices provided as a managed service 34
- 36. The Outsourced Model Administration, MAP Campaign Strategy and Best Practices and all implementation handled by outsourced digital agency 35
- 37. What to look for in an Outsourced Demand Center 36
- 38. The Outsourced Demand Center Definition: A Demand Center is a services organization that centralizes Demand Generation-related skill sets and capabilities in order to leverage marketing investment, improve efficiency and impact, and organize resources around buyer journeys. 37
- 39. 38 38
- 40. 39 39
- 41. 40 40
- 42. Questions? 41
- 43. Contact Us Shawn De Souza shawn.desouza@edynamic.net http://demandgeneration.edynamic.net 42
- 44. Thank You 43
Notas do Editor
- We work with marketing to understand their needs—translate that into technology
- We live in an age of of a very savvy customer. Instantaneous transactions, multiple touch points, and the merging of offline with digital have combined with a multitude of media outlets (including social media) to create ever-savvier audiences that are harder to find and keep. We need greater clarity so as to move faster, stronger, and better to deliver their messages and capture consumer attention. Amidst this fast-moving environment is digital marketing. digital marketing is increasingly affording the situational awareness needed to not only know what works in the marketplace, but how to continuously make what works, work better. For many marketers, tracking the digital footprint of the customer is the first step. While digital marketing makes data readily available, for many of today’s marketing decision-makers, the clutter of information received from the vast array of sources can blur the bottom line rather than bring it into focus. Therein lies the irony: Today’s marketing environment offers a rich menu of options for reaching the customer, and in return delivers a vast amount of data to the marketer, who must capture the meaning, implication, and importance of that data. digital marketing is very powerful and puts marketing executives in the unique position to leverage technology advancements to gain customer insight and drive ever-new approaches to doing business.
- But the benefits of doing it right are enormous. Engaging your customer with personalized messaging and timely communications generates a 2 to 3 times For best in class organizations, average performance in terms of revenue was 59%.If you look at the industry average, the average performance increase was just 9%So the question then is how do you there?
- The Hunter has become the Hunted. Sales or even the Company is no longer in control. The Buyer is in control: savvy customers today are very good at tuning out commercial noise and being more selective with whom they do business
- The truth is, as marketers, we are already wrestling with multiple applications for data, CRM, email, web, social, analytics… and we are having almost parallel, siloed disconnected conversations on these platforms…
- Today’s marketers struggle with limited time, money and staff. All of these resources need to be spent wisely to maximize efficiency and keep your marketing pumping out results.
- Gartner Research projects that “by 2020 customers will manage 85% of their relationship without talking to a human.” The primary need that leads and customers have in their research is for useful and timely information. Our role as marketers should be to help customers get all of the information they need and ease their decision process.
- The promise of the Demand Center is that it can become a Command Center – mission control if you will..
- The promise of the Demand Center is that it can become a Command Center – mission control for marketing excellence. It drives new levels of predictability and performance.