1. CRM
Customer
Rela.onship
Management
Jon
Barlow

3. Agenda:
• What
is
CRM?
• Where
to
Start
• Social
CRM
• Ques8ons

4. “The
purpose
of
a
business
is
to
create
and
keep
a
customer.”
Peter
Drucker
The
Prac8ce
of
Management
1954

5. What is CRM?
A combination of push and pull marketing
It’s an open dialogue with your customer
Process to build a relationship with the
customer

6. Two way communication
Direct and personal across every tactic
Focuses on what your customer wants
Trust is developed because you are being
more genuine in your messaging
What is a Relationship?

7. The process destroy the sales and
marketing silos.

8. + 32%
REVENUE

9. Where to Start?

10. Client
View

11. Who
Are
Your
Customers?
Modern
Kid
Friendly?
Too
Expensive!
Stylish
but
comfy?

13. Ask
Good
Ques.ons
• What
do
we
want
to
know
about
the
customer?
• What
behavior
do
we
want
to
drive?
• What
challenges
or
obstacles
stand
in
the
way?

14. Look
at
the
Data
• Segmenta8on
by:
• Demographics
• Psychographics
• Geography
• Organiza8onal
Data

15. Develop
and
Apply
Use
the
insights
to
drive
message strategy,
find
the
right
customers, and
influence
their
behavior.
Personalize
the
informa<on
to
all
the
right
people.
Spend
the
most
energy
on the
most
profitable
customers.

16. What do we measure?
Measure, Optimize and Refine
• Campaign ROI
• Channel ROI
• Cost per Lead (CPL) or
• Cost per Qualified Lead
• Sales per Lead

17. ROI Formula (%)
$200k in contracts - ($60k overhead + $50k campaign costs)
$50k campaign costs
= 180%
Marke.ng
Costs
AJributed
Revenue
Cost
of
Goods
Sold
Marke.ng
Costs

18. Cost per (Qualified) Lead Formula
CPQL
Marke.ng
Campaign
Cost
#
Qualified
Leads
$50,000 trade show / 350 qualified leads = $143 per qualified lead

19. Prospects)
(Responders))
Marke2ng)Qualified)
Lead)
)
Sales)Accepted)
Lead)
Sales)Qualified)
Lead)
Closed))
Deals)
2%)
Industry)Conversion))
Rate)Averages)
B2B Industry Benchmark for Lead Conversions
*"Based"on"industry"averages/benchmark"developed"by"Netprospex"
Average'Deal'Size'
2013'Marke3ng'Generated'Revenue'Goal'
Suspects)
4%)
67%)
47%)
31%)
x))$$$$$))
$$$$$$$)

21. Goal: Find pregnant women
in their second trimester.
Get them to consider Target for
baby needs.

22. Analyze
shopping
cart
data
for
purchase
trends
Create a “pregnancy
score”

23. Findings:
http://www.nytimes.com/2012/02/19/magazine/shopping-habits.html?pagewanted=1&_r=2&hp&
unscented
body
lo8on
vitamin
supplements
coUon
balls
hand
sani8zer

24. Social CRM
A new process?

25. Not Really...

28. A disastrous YouTube
video posted in 2009
showed two Domino’s
employees mishandling
a pizza went viral.

29. Company launched a massive campaign to
analyze public opinion across all social media.
Domino’s made company-wide changes including:
Altering their pizza recipe
Reaching out to customers on social media
Acknowledging mistakes and promising a better product

30. Domino’s saw a
14% increase in
sales the quarter
immediately
following the
campaign.

31. Ques8ons?
Jon
Barlow
jbarlow@capstrat.com
TwiUer:
@jon_barlow
LinkedIn:
www.linkedin.com/in/jbarlow