Its all about revenue!
•Descargar como PPTX, PDF•
1 recomendación•372 vistas
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
Recomendados
Recomendados
Más contenido relacionado
La actualidad más candente
La actualidad más candente (20)
Similar a Its all about revenue!
Similar a Its all about revenue! (20)
Más de edynamic
Más de edynamic (20)
Último
Último (20)
Its all about revenue!
- 1. The Revenue Engine It’s all about Revenue! How to Use Sitecore to build a Revenue Engine, Drive MQLs & Prove Marketing ROI
- 2. We are a global digital marketing and technology agency focused on customer engagement.
- 3. Quick Overview 3 +200 Staff 4 MVP’s Certified Team Sitecore Gold Partner Since 2003 Over 200 Projects Delivered New York Atlanta Boston Extensive Martech Integration Business Uplift Focus Multiple Award Winners
- 4. OUR SERVICES DRIVE GREAT CX OUTCOMES 4 • Demand Generation • Content Strategy & Production • Personalization Strategy • CX Strategy • UX Research • Customer Journey Mapping • Multi-Device, Multi-Channel experience design EXPERIENCEMARKETING • Technology Strategy • Mobility and IoT • Marketing Automation • Social Listening • CXM Platforms • CRM • Cloud Consulting • Analytics and Business Intelligence • AI • Commerce Platforms TECHNOLOGY
- 5. Our work gets noticed Sitecore People’s Choice Website of the year Webby Official Honoree Winner Hermes Creative Gold Winner AVA Digital Gold Winner Technology Innovator Award 5
- 6. CX drives revenue. CX leaders’ average revenue outgrows laggards by more than double digits. 89% of businesses now expect to compete mostly on the basis of customer experience.89% Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of, and engagement with your customers. 6
- 7. Be Relevant or Lose Customers There is no middle ground. 70% of business buyers says it’s absolutely critical for companies to provide a personalized experience. 74% of business buyers conduct more than half of their research online before making an offline purchase. 75% of B2B buyers would purchase again from suppliers that offered omni-channel capabilities.
- 8. The Reasons CX Fails No Executive Buy In Customers expect to be engaged in real time, and on a personal level. This is now the baseline. No Cross Channel Strategy Lack of a demand generation strategy across the customer journey. No Personalization B2B buyers, after experiencing efficient digital purchasing with popular retailers, expect the same experience at work. B2B is not immune from CX.
- 9. CX Fail Outcomes The Big Three.
- 10. Fractured customer experience Lost sales. No single view of customer.
- 11. Your data lives in siloes You can’t measure. You can’t report.
- 12. Poor quality sales leads Sales wants leads. Marketing needs to deliver.
- 13. Some get it. 1.9 Billion added to pipeline. In cost savings.1.3M Marketing operationalized internationally. 13
- 14. Some don’t. Global killer brand. Years in business.128 Owned the digital photography patent. 14
- 15. Big data means you cant see the wood, for the trees
- 16. #SitecoreSYM Flying Blind Quick Business Wins 1:1 Marketing Revenue Engine Roadmap Engagement Analytics Easy Personalization Real Time Profiling AB Testing CMS Updates Traffic Analytics Spray and Pray Ad Hoc Social Landing Pages CRM MAP SXC Core Contact DataCustomer Behavior Funnel Stage and Lead Score
- 17. 17 MAP is your pitcher. CMS catches and converts. CRM keeps score.
- 18. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe Newsletter Quote Calculator Top of Funnel Nurture Middle of Funnel Bottom of Funnel Unknown Prospect Unknown to Known MQL MAP SITECORE CRM Contact Sales DRIVE LEADS CONVERT LEADS MANAGE LEADS Connector Connector
- 19. Digital Marketing Transformation 19 Middle of Funnel Warm Lead Top of Funnel Cold Lead Bottom of Funnel Hot Lead Objectives Strategy & Tactics Data Technology Source new, unknown prospects & convert to known leads that can be nurtured. • AdWords/Banner advertising • Personalized website journeys • Gated content and web forms • Social media marketing • Blogging • Anonymous clickstream • Sitecore profiling • First and third party cookies • CMS personalization CMS Qualify Leads to MQL & accelerate purchase decisions with relevant engagement. • Outbound channel marketing • Lead Scoring • Triggered Outbound Campaigns • Event management (webinars, tradeshows, etc.) • Known profile & digital footprint • Lead score & Qualified Response • Campaign insights • Account level data CMS & MAP Sales Lead Qualification and Deal Closing, Followed by Customer Onboarding. • Generate SAL & sales insight • Campaign conversion • Single view of customer • Upsell and Cross Sell campaigns • NPS and CSAT surveys • Advocacy, Loyalty and Retention • Purchase History • Loyalty Profile • Customer Satisfaction Survey data CMS, MAP & CRM What the CMO needs: REVENUE & CONTEXTUAL EXPERIENCE Orchestrating CMS, CRM and MAP capabilities is key.
- 20. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 ?
- 21. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 ?
- 22. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Landing PageArticle Nurture 1 ?
- 23. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Landing PageArticle Nurture 1 ?
- 24. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 ? Profile: Home Insurance
- 25. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 ? Profile: Home Insurance Profile: Home & Car Bundle
- 26. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content ? Profile: Home Insurance Profile: Home & Car Bundle
- 27. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle
- 28. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle
- 29. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle
- 30. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle
- 31. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1
- 32. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1
- 33. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5
- 34. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5 GOAL: L/S 10
- 35. COLD LEAD WARM LEAD HOT LEAD Read Article Download Whitepaper Access Gated Content Subscribe to Newsletter Quote Calculator CS TOF MOF BOF Unknown Prospect Unknown to Known MQL MAP – Nurture Stage & Lead Score Drive Leads CMS - Engagement Value Convert Leads CRM – Lead Score MQL Trigger Manage Leads, Measure Success Connector Connector Article Nurture 1 Landing Page Download WhitepaperDownload Nurture 2 Gated Content Newsletter CTA Quote Tool Nurture Quote Tool Contact Sales GOAL: EMAIL Profile: Home Insurance Profile: Home & Car Bundle GOAL: L/S 1 Profile: High Value Bundle GOAL: L/S 5 GOAL: L/S 10 GOAL: MQL
- 36. Your most important channels – working in symphony.
- 37. Objectives Digital Technology Strategy & Global Marketing Operations Center Outcomes AMEX wanted to maintain their leadership position in the highly competitive financial services marketplace, having seen the effectiveness of dynamic content and marketing automation platforms in other industries. Vendor Selection - Selected the entire ‘digital platform’. Workshop & Strategy Development – Developed a Customer Experience roadmap across AMEX ecosystem. Operationalize the Experience Globally- Execute multiple projects, in 4 continents. Evolved their digital performance- Improved online customer engagement and leads conversion with digital and CEX best practices, like scoring, personas, nurture and personalization. Single View of the Customer- Integrated their systems and provided a consolidated view of the customer across platforms.
- 38. Objectives Outcomes edynamic worked with WP Carey to develop a holistic strategy for the ideal Customer Experience for their Financial Advisors. This included ideation, persona development, customer journey modelling and the creation of engagement metrics to track the customer journey across systems. After strategy development, edynamic operationalized the WP Carey marketing ecosystem and their omni-channel communications. Sitecore xDB edynamic Sitecore <> MA tool connector • Financial Advisors who engaged with marketing campaigns: • 3x more likely to sell a fund. • 60% more likely to sell another product in the future. • Email to website traffic increased by 100%. • Unique click-through traffic increased by 26%. Customer Experience & Marketing Ecosystem Development
- 39. Objectives • Created a separate website on Hexagon Mining - integrating 4 websites into a new single website on the Sitecore platform that reflect the current and future states of the organization. • Develop and maintain components of Corporate Core Framework for Sitecore and Pardot that was used across multiple business units within Hexagon. • Combined events website and custom reporting structure with dynamic personas and personalization. • edynamic Sitecore + Pardot Connector and integration for Sitecore, Pardot and Salesforce (inc. migration from Eloqua). Sitecore xDB edynamic Sitecore <> MA tool connector Outcomes • Multi-site use of a common codebase. • Improved speed to market. • Single point of integration and upgrades. • Omni-channel marketing. • Site rationalization. Website Build, Publishing Framework & MarTech Integration
Notas del editor
- The revenue engine is designed to lift measurable revenue and impact bottom line financial accountability in marketing, by: Driving increased, qualified and measurable MQLs, from marketing to sales. Unifying the Martech stack from a data and CX perspective Delivering SVC and true 1:1 X-channel marketing The Revenue Engine is a true digital marketing transformation that meets modern, data-driven, and revenue focused CMO needs. Why? Forrester – The CMO Role will Change in 2018 – Intro the Chief Growth Officer who will replace poor performing CMO’s 2018 will signal the rise of the CGO to replace ineffectual CMOs. For CMOs to win the trust of CEOs and earn their place at the boardroom table CMO’s must take on more commercial responsibility and accountability for revenue. Globally, brands like Coca Cola have already scrapped the CMO position entirely in favour of a CGO. In 2018, CMOs will either step up as a leader of growth or quietly cede influence to another c-suite member, such as a chief growth officer. REVENUE AND GROWTH ARE CRITICAL MEASURES ON MARKETING MORE NOW THAN EVER. The Revenue Engine is the quick evolution to meet this need.
- Kill Points to raise – don’t necessarily just speak to the above slide – the audience will glance it over. Memorise a few of these to sprinkle thru the slide dialogue: Adobe CMO Surveys 93% of CMOs say that they are under more pressure to deliver measurable ROI BrightTalk Stats 80% of marketers report their lead generation efforts are only slightly or somewhat effective, and that a lack of quality data is their biggest barrier HubSpot Stats 74 % of companies that weren't exceeding revenue goals did not know their visitor, lead, MQL, or sales opportunities. 63% of marketers say generating traffic and leads is their top challenge. 40 % of marketers say proving the ROI of their marketing activities is their top marketing challenge.
- The needs of B2B marketers are no longer immune to CX customer and conversion outcomes – the CX and personalization revolution may have been pioneered by B2C BUT B2B is now engaged in precisely the same battle. This can no longer be ignored by B2B business. Its pretty simply – B2B buyers want the same personalized and frictionless experiences they get when they use Amazon etc in their “civilian” life. LinkedIn Stats Increasing quality leads is the top priority for 68% of B2B professionals Increasing lead volume at 55% is the second top.
- These 3 factors are the primary reasons why CX fails…
- The Revenue Engine is designed to remove all 3 barriers – first lets looks at the outcomes of CX fails:
- Kill Points: Right Now Technologies - Customer Experience Impact Report 9 out of every 10 customers (89 percent) would walk away following a poor customer experience and begin doing business with a competitor. SuperOffice Stats 67% of customers mention bad customer experience as a reason for churn. Accenture In the U.S., the estimated cost of customers switching due to poor service is $1.6 Trillion SalesForce “75% consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person)” Gartner By 2020 a customer will manage 85% of the relationship with an enterprise without interacting with a human.
- Kill Points: Marketing Week 46% of CMO’s say having data in legacy systems with no single or unified customer view is their top pain point. 32% said the second most common data complaint was being able to generate meaningful business and consumer insights. 22% said that getting data fast enough to act was a major barrier. Adobe More than half of organizations say “non-integrated tech platforms” are the single biggest barrier to running more integrated marketing activities. Harvard Business Review Integrated customer journeys can double sales year over year - BUT Only 14% of organizations say they are currently running coordinated marketing campaigns across all channels. SalesForce Only 17% of respondents said their company had fully integrated their customer data across all areas of the organization.
- Kill Points: Marketing needs Sales to LOVE their work, not dismiss it. Marketing Sherpa: An astounding 79 percent of marketing leads never convert into sales. IDG More than 60 percent of the marketers surveyed stated that generating high-quality leads is their biggest B2B lead generation challenge. Targeting, personalizing, and segmenting are important factors when it comes to shifting lead gen attention from higher quantity to higher quality. HubSpot 63% of marketers state that generating traffic and leads and proving ROI are the leading challenges marketers face. 38% of salespeople struggle most with prospecting. They need highly qualified leads.
- From edynamic Case Study.
- Even companies who categorically own the vertical and customers hearts can miss the boat. Kill Points: CapGemini In the last 15 years, 52% of the fortune 500 companies have disappeared. Forrester Customer Experience leaders grow revenue faster than CX laggards, drive higher brand preference, and can charge more for their products.
- Paralysis by Analysis is a real barrier to adoption. Big data often makes executives think – Big Cost, Long Project, Pain By reducing CX data to the critical few analytics points that relate to revenue we can make the integration easy and fast. Executive buy in is easier to obtain. Kill Point: Forbes: Simplify - If you want your lead gen program to be successful in today’s data-driven marketing environment, the focus needs to be on quality over quantity of leads.
- The Revenue Engine is a short project, big win concept. It is a stepped maturity model that focuses on quick wins and unification of customer intel to drive revenue. It can be taken “phase by phase” as business needs dictate. We focus on mapping critical data across channels to achieve: SVC Shared data Increased MQL quality and quantity. The Revenue Engine is technology agnostic in terms of MAP and CRM. Sitecore co-exists with existing systems, or with Sitecore 9 it can be one unified platform. We have connectors to most popular “Revenue Engine” components: CRM – SalesForce, MS Dynamics, xConnect makes it easy to connect anything bespoke. MAP – Marketo, Eloqua, Pardot, Vuture etc