Pardot Elevate 2011: Designing Content for your Marketing Machine
Pardot Elevate 2012 - The First Five Steps to Social Inbound Marketing
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New Rules of Social Business Clint Oram
description
Social is a hot topic in today’s business world. However, many don’t know what it is or how to engage with it. This session will walk you through an overview of today’s social technologies and how to get started with the basics.
Transcript of Pardot Elevate 2012 - The First Five Steps to Social Inbound Marketing
New Rules of Social Business
Clint Oram
#pardot2012 #sugarcrm
About Me
• CTO & Co-Founder, SugarCRM Inc.
• @sugarclint
• slideshare.net/sugarclint
About SugarCRM
• Business – Leading provider of Open Source CRM Software – Founded April 2004 – HQ in Cupertino, California
• Market Traction – Award winning products – 3rd largest global CRM provider by users – 1M+ users; 80,000+ organizations
• World’s Fastest Growing CRM Company – 73%+ billings growth 1H 2012 over 1H 2011 – > 10 Million downloads – 2,500+ new customers in last 12 months in 80+
countries
CRM
CRM
CRM empowers you to gain and retain customers
CRM
CRM empowers you to gain and retain customers
by providing greater visibility into sales,
marketing and support so you can deliver an
excellent customer experience
CRM
• Enables collaboration • Provides visibility • Gives financial
predictability • Boost revenue • Leverages existing
technology investment
Social CRM
Social CRM is an extension of CRM, not a
replacement for CRM
Social CRM
"CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It's the company's response to the customer's ownership of the conversation."
Change
Change: Egypt’s Facebook Revolution
Change: Occupy Wall Street Revolution
Change: Customers Believe Customers Not Companies!
Change: Traditional Marketing Funnel
source: Forrester Research, Inc
Change: New Marketing Funnel
source: Forrester Research, Inc
Change: Social is Changing Business
The New Rules
Rule #1: You Are Not In Control
Customers Manage You
Rule #2: Traditional Marketing is Declining
-35%
-74%
-67%
-19%
-10%
-14%
-5%
-8%
-5%
-11%
-5%
8%
9%
14%
45%
48%
57%
58%
58%
61%
64%
67%
-100% -80% -60% -40% -20% 0% 20% 40% 60% 80%
Growth of Marketing Spend Over Next 2-3 Years Decline Grow
Social Media
Digital and Online
Public Relations
Direct Marketing
Data Analysis
Marketing Collateral
Paid Search
Events
TV and Radio
Out-of-Home
Source: Booz & Company’s B2B Marketing Survey 2010
How People Connect with Companies
Inbound Permission Customer-Driven
Outbound Interruption Vendor-Driven
Rule #3: Customer Service IS Marketing
The Ultimate Question
Rule #4: Join the Conversation
Interact Via Social Media
“85% of respondents believe companies should not just present information via social media, but use it to interact and become more engaged with them.” - Cone Inc Report: “Social Media in Business”
Rule #5: Integrate People with Technology
Sydney restaurant replaces menus with iPads http://www.redmondpie.com/sydney-restaurant-uses-ipad-as-a-menu-card/
Evolution
How to get started?
Complicated
What are your pain points?
Brand Protection
Demand Generation
Content Sharing
Customer Profile
Thought Leadership
Customer Engagement
Social
Issue Escalation
Community Support
Knowledge Sharing
Marketing
Sales
Support
Start with Inbound Marketing
CRM for EVERYONE See you in New York for SugarCon 2013!
Thank You
@sugarclint linkedin/clintoram
@sugarcrm
facebook/sugarcrm
