digital selling: a sample customer journey · 2018-10-10 · digital selling: a sample customer...

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Chris Hergesell Executive Director, Sales Transformation, Ernst & Young LLP [email protected] To learn more, visit ey.com/Microsoft. © 2018 Ernst & Young LLP. All Rights Reserved. EYG no. 011255-18Gbl ED None. How will your business transform to deliver experiences your customers crave? Find out how EY and Microsoft can help to accelerate your digital strategy and make it a reality. Your digital world. Realized. Digital selling: a sample customer journey Tom Digital Sales Manager, XYZ Solutions Machine learning in Dynamics Social Selling Assistant has curated interesting, highly relevant content from across various social media platforms such as Twitter, Facebook, blogs and LinkedIn, and presented it to Tom in a dashboard. He shares an article on the Internet of Things to LinkedIn and includes a link to XYZ’s web portal. Tom Tom receives an automatically generated email notifying him that Mary is a hot lead, with details about Mary’s lead scoring. The email directs Tom to Mary’s lead record in Dynamics where Tom can view details on Mary’s web, chat and email activities. The system also suggests collateral for Tom to share with Mary prior to the demonstration. Tom provides Mary with additional marketing materials by sending Mary a link to XYZ’s LinkedIn PointDrive site. LinkedIn PointDrive captures what content Mary and her colleagues interact with and their level of interest so Tom can tailor his message to ABC’s specific interests at the moment down to specific stakeholders. Tom sees Mary shared the LinkedIn PointDrive site with her CEO, Raj, who spent significant time reviewing the materials. Tom, Mary and Raj Tom, Mary and Raj meet for the in-person demo. Tom gathers additional information on ABC’s interests and needs. Tom In Dynamics, Tom prepares for the in-person demo by reviewing Mary’s and Raj’s interactions across the website, chatbot, LinkedIn PointDrive site and email. He is able to research deeper into the ABC account relationship by reviewing the relationship scores, a relationship map, whitespace reporting, and his strategic account plan for ABC. Tom Tom updates the opportunity in Dynamics with information gained during the demo. The system provides pricing guidance as he prepares the proposal for Mary’s review and signature in Adobe Sign. Tom Tom updates the opportunity to “won” in Dynamics and actual revenue is now reflected in the ROI of the originating campaign and tied to the marketing collateral leveraged in the sale. An Adobe nurture campaign is triggered to help ensure the relationship between Mary, Raj and Tom is maintained and strengthened over time, with automated content sent out by Adobe and curated content sent out by Tom. Mary Mary receives the updated proposal. She reviews with her team and determines that it meets their business needs and pricing expectations. She signs via Adobe Sign. Mary Product Engineer, ABC Products Mary sees the article and link Tom shared on LinkedIn. She accesses XYZ’s site built on Adobe to conduct additional research. She is able to download marketing brochures and is excited by a case study she found. She schedules an in-person demo by first logging in with her LinkedIn credentials and interacting with a Microsoft Azure chatbot. Mary receives an email confirmation for the demo, which is sent automatically by Adobe. As she browses, her behaviors are tracked and when she logs in her details are captured against a trait profile that will tailor further messaging to her interests, industry, etc.

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Page 1: Digital selling: a sample customer journey · 2018-10-10 · Digital selling: a sample customer journey Tom Digital Sales Manager, XYZ Solutions Machine learning in Dynamics Social

Chris Hergesell

Executive Director, Sales Transformation, Ernst & Young LLP

[email protected]

To learn more, visit

ey.com/Microsoft.

© 2018 Ernst & Young LLP. All Rights Reserved. EYG no. 011255-18Gbl ED None.

How will your business transform to deliver experiences your customers crave?Find out how EY and Microsoft can help to accelerate your digital strategy and make it a reality.

Your digital world. Realized.

Digital selling: a sample customer journey

Tom

Digital Sales Manager, XYZ Solutions

Machine learning in Dynamics Social Selling Assistant has curated interesting, highly

relevant content from across various social media platforms such as Twitter, Facebook, blogs and

LinkedIn, and presented it to Tom in a dashboard. He shares an article on the Internet of Things to

LinkedIn and includes a link to XYZ’s web portal.

Tom

Tom receives an automatically generated email notifying him that Mary is a hot lead, with details about Mary’s

lead scoring. The email directs Tom to Mary’s lead record in Dynamics where Tom can view details on

Mary’s web, chat and email activities. The system also suggests collateral for Tom to share with Mary prior to the demonstration. Tom provides Mary with additional

marketing materials by sending Mary a link to XYZ’s LinkedIn PointDrive site. LinkedIn PointDrive captures what content Mary and her colleagues interact with and

their level of interest so Tom can tailor his message to ABC’s specific interests at the moment down to specific

stakeholders. Tom sees Mary shared the LinkedIn PointDrive site with her CEO, Raj, who spent significant

time reviewing the materials.

Tom, Mary and Raj

Tom, Mary and Raj meet for the in-person demo. Tom gathers additional information on ABC’s

interests and needs.

Tom

In Dynamics, Tom prepares for the in-person demo by reviewing Mary’s and Raj’s interactions across the website, chatbot, LinkedIn PointDrive site and email. He is able to research deeper into the ABC account relationship by reviewing the relationship scores, a relationship map, whitespace reporting, and his strategic account plan for ABC.

Tom

Tom updates the opportunity in Dynamics with information gained during the demo. The system provides pricing guidance as he prepares the proposal for Mary’s review and signature in Adobe Sign.

Tom

Tom updates the opportunity to “won” in Dynamics and actual revenue is now reflected in the ROI of the originating campaign and tied to the marketing collateral leveraged in the sale. An Adobe nurture campaign is triggered to help ensure the relationship between Mary, Raj and Tom is maintained and strengthened over time, with automated content sent out by Adobe and curated content sent out by Tom.

Mary

Mary receives the updated proposal. She reviews with her team and determines

that it meets their business needs and pricing expectations. She signs via Adobe Sign.

Mary

Product Engineer, ABC Products

Mary sees the article and link Tom shared on LinkedIn. She accesses XYZ’s site built on Adobe to conduct additional research. She is able to download marketing brochures and is excited by a case study she found. She schedules an in-person demo by first logging in with her LinkedIn credentials and interacting with a Microsoft Azure chatbot. Mary receives an email confirmation for the demo, which is sent automatically by Adobe. As she browses, her behaviors are tracked and when she logs in her details are captured against a trait profile that will tailor further messaging to her interests, industry, etc.