Pushing the Bar on CRM ROI | Building Engagement - realSociable
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Transcript of Pushing the Bar on CRM ROI | Building Engagement - realSociable
Pushing the Bar on ROI | Building Engagement The Role of Sales & Marketing to Increase
Top Line
Toronto SFDC User Group
September 25, 2013
Dalia Asterbadi
In 30 minutes or less…
1. Market Trends
2. The Change in ‘Funnel’ Process
3. Direct Initiatives – Engagement (3 Steps to change mindset and tactics)
4. Proof Points & Quick Overview of realSociable
5. Discussion on Building on Existing Momentum
Relevant Trends
The sales cycle is evolving
Mobile Access Social Media Universe is Expanding
Marketing Automation is Reactive & Scheduled
The Role in The “Funnel”
It’s a numbers game - 8-4-2-1!
What is the big deal?
Leads
Opportunities
Customers
Facebook Wants Users and Advertisers to Connect
Communication flow is now synchronous
Nobody selects a qualifying stage in the process
The Sales “Sphere”TM
Are you engaging?
Leads
Opportunities
Customers
Inbound AccessQualifying buying InterestBuilding am Influencer ViewSales First Contact
Relating on common ground
Assessing Competition
Coming to the table
Mitigate Risk
Strengthen loyalty – Relationship Capital
The Big Idea
Eliminating the gap between insight and
salesperson!
*According to emarketer, 15% of sales organizations get
input on information discovered in social tools owned by Marketing and
Support.
Quota
Advance to buying stage
Easily eliminate soft ROI
Lack of process to optimize flow
The Risk Manager VS. The Relentless Optimist
Inbound Creation
Purchase lifecycle check
Value Serendipity
Static Metrics
Conversion disconnected to Revenue
The Productivity Challenge!
Nobody wants to address the issue with process vs tactics!
Sales Members Influence Revenue
Engagement creates rapport
Timely communications strengthens trusted roles
$ Upsell Opportunities have a brief window of opportunity
What is your contribution to ROI?
Actionable Paths
MonitoringApps
ConsultingModules
RelationshipFocused
Require management and key directives – typically Support/Marketing Team lead
Reactive and only effective for a limited time if successfully managed
New market leadership – early adopters and Large enterprise organizations
Brand IndicatorsROI on $ TBD
Focused on FunnelNew Field - Risk
Expertise is BiasCostly to scale
The ideal customer cycle
The success point of conversion
Resource Commitment
Lifecycle trends
Trigger points to risk
Trigger points to advancement
Competitors' Marketing Model
Step 1. Building a Success Profile
Step 2. Identify your channels of interactions
Events whether in participation or ones prospects/customers attend
Social What is occupying their mind or interests?
News Company blogs & Announcements affecting deal flow.
Intelligence How do conversion points advance or go dead!
Conversations Is anyone waiting on your next move?
DealMakers/Breakers: Focus on Business Triggers & Intelligence
Checkpoints: Presence/Identification – the ability to relate, be timely, and stand out.
Conversion: Define a flow of success between Leads & Customers & their roles. (email <-> Call etc)
Step 3. Define the Action Plan
Recently Cisco Announced281 % Growth
Attributed to Listening in the Sales Cycle
“We had started by listening to our customers' conversations, identifying their pain points in an effort to guide our objectives,” says Treadwell, formerly an art director in Cisco corporate affairs, who was charged with monetizing the social listening experiment last year. “Management started saying, 'The honeymoon is over.
We need to show value.'”
Enterprise CRM Vision - 2015
Performance Indicators
Inbound Source
Influencers RelationshipTriggers
Conversion Triggers & Response
Notoriety
Better reach is key!
Social Selling is a priority, what is the ROI or process?
Budget should not limit resources available to sales development.
The Strategy is Now!
In Action
Telus – SMB Division
Cogeco
This makes our bottom 20% act a little more like our top 20%
If half of our team increases sales capacity by 0.5% - this is worth $100M to us!
Google alerts for all, social feeds where I can get them, with no search – my business case is simple. My time is more valuable than Google!
M28Sec
“ Engagement is the only way to keep lapse accounts on track. Today, our sales team cannot rely on net new leads.
We find new ways to stay in touch with our contacts – other tactics such as emails, gifts, contests always seem to
miss.”
Proof Points
• Found a 5% uplift in engagement with accounts even up to 3 years with no contact
• Discovery of new opportunities through change in profile – 10% conversion from dead leads
• Access to social Accounts – new channels to share content –Eliminated over 10 hours per week in search
• Competitive takeout identified with conversations
In Good Company
Perpetual ProspectingTM
realSociable
realSociable! offers the easiest and most effective way to laser into customer insights! Tapping into Perpetual Prospecting and Business Triggers builds happy pipelines.
• Highlight and Expose Opportunities and Risk in funnel through simple view and as they occur
• Associates user’s ID across multi social networks without having to be connected to them
• Get instant notifications when a business trigger occurs – Maximize likelihood of advancement!
• Tap into specific conversations with competitors
Perpetual ProspectingTM Overview
Events are easilyt viewed from various sources including some popular hashtags
Posts/Updates from twitter and other variable feeds.
News & other updates, including blogs and youtube related to contacts.
Intelligence including customized business triggers and insight like changes of job, location etc
Conversations with competitors or specific twitter handles as they occur.
Data Sources
Meetup
Plancast
Foursquare
Marketwire
Bing
Tumblr.
Integrating any data source through API or oauth can be completed in 2 days.
Coming soon: ComScore, Financial Blogs, Calendar
Salesforce.com Overview
Dashboard –Ranked activity of people and companies in funnel
Contact View –Identity and social insight. Competitive intelligence, events, business triggers
Your Business – How it can count – Wealth Management
You manage 100’s of thousands of households & Your marketing effort may be limited based on knowledge of your customer – Advisors have no window to access intelligence
realSociable can:Notify each broker when a client changes jobs or buys a new home
There is a Window of Opportunity to upsell but also connect and keep the relationship strong.
realSociable can:Let you know when there is a specific event one of your big clients is attending who may be a flight risk.
realSociable can:Allow you to preview twitter conversations your customer is having with another firm.
Business is social.
Thank you
Start a Free Trial.
Call 1800 821 1365
Use Case: Know the Client
• Create business trigger keywords that overlay with lifecycle events. [Insurance upsell: New Home Purchase]
• Associates user’s ID across multi social networks
• Company news and history that maps to status of further qualification.
• Score the client on its purchase over lifecycle plan
• Identify list of companies that are engaged on public domain that are not existing clients
• Prospect new clients based on connectivity & relationships
Improve Call-to-Meeting Ratio
Better quality meetings
Create better relationships
Prospect through multiple mediums
Jeff DunmalliMason Inc.
Industry: Consulting, Technology, SoftwareLocation: Toronto, Hamilton, CanadaCompanies: iMason, mediaServ, VA ComScore:
Common Advisor Connections: Oli CentnerCompetitor Overlap: ScotiabankFrequent Activities: Travel, TechUpcoming Events: CIX Nov 21
“Trying out voips.ms: North America long distance at 1.25 / minute, and that is the premium service! Cancelling Bell in less than 30 days” TRAVELLING
New Job Title: Promotion
8
Purchase Index: 65%
Prospects
Sneak Peek
Use Case: Know the Advisor
• Create indicators of qualifications across their public conversations.
• Associates multiple identities that may be owned by advisor.
• Company news and history is also associated and can have specific triggers
• Keep track of a score or index based on public conduct relative to company rules etc
• Identify list of companies that are engaged on public domain that are not existing clients
Jeff DunmalliMason Inc.
Industry: Consulting, Technology, SoftwareLocation: Toronto, Hamilton, CanadaQualifications: iMason, mediaServ, VA PartnersComScore:
Compliance Points: Oli CentnerCompetitor Overlap: ScotiabankNetworks: Linkedin, TwitterCertifications:
“Trying out voips.ms: North America long distance at 1.25 / minute, and that is the premium service! Cancelling Bell in less than 30 days”
New Job Title: Promotion
8
Score: 78%
Improve Compliance & legal risk
Better assess & track performance
Rank Advisors on common score system
Identify Competitive IA and support
Sneak Peek
Dashboard – Top Advisor / Top Clients
Jeff DunmallCumberland
8
Score: 98%
Visible View of key Scoring Metrics
Identify Risk
Keep track on dashboard
Recommend Training/support/qualifications on gaps
Key Influencers by Geography/specialty
Build connections for collaboration
James SnowCumberland
Sneak Peek
Because People Do Business With PeopleTM
Advanced Functionality
realSociable! offers the easiest and most effective way to laser into customer insights! Over 10+ Public Social Data Sources
• Create business triggers for an entire group or for individual contacts. Reducing redundant triggers or managing specific expectations from individuals
• Associates user’s ID across multi social networks
• Company news and history is also associated and can have specific triggers
• Data Sources can easily be added to an account including company email, intranet or social networks