Sales & Marketing
Expanding Marketing’s Role
Lisa Steinhart, Socius Nathan Cox, Socius
Sales & Marketing
Sales & Marketing
eCommerce Expertise
Lisa Steinhart Marketing Director, Socius
Nathan Cox Sr. CRM Consultant, Socius
Sales & Marketing
In This Session…
• Changing Roles For Marketing and Why • Challenges For the Road Ahead • Creative Ways to Solve Common Challenges
Sales & Marketing
•– Anonymity – Preference for Self-Serve
•– Aversion to disclosing buying (BANT) information – Limited/No response to inbound communications (e/voicemail) – Limited attention span (120 e-mails/day)
•– Abundance of accurate content available
•– Desire to engage directly with publisher – Preference for 3rd party/peer research – More proof activities/negotiation (lower risk profile)
The New Buying Behavior
Trust
Sales & Marketing
Messaging Logistics Content Development Actionable Psychology
Sales & Marketing
TWITTER FACEBOOK
SOCIAL EXECUTION CRM ANALYTICS WEB/eCOMMERCE
Sales & Marketing
Key Disparities
• Emphasis still on Sales Automation
• Non Connected Systems is increasing
• Singular and Specialized Systems
GoToWebinar
Calendaring
Web Site
CRM
Analytics
Blog
Syndicated Content
Paid Placement
Sales & Marketing
We Are Where ERP was 15 Years Ago
• Limited Visibility • Disparate Singular Solutions • Spreadsheet Tracking • Manual BI • Left hand not in sync with right…
You knew you were losing money because the $$$ were visible in inventory, and revenue…
Sales & Marketing
Yet in tough times…What Get’s Cut?
• Marketing Budgets • Investments in Marketing Technology • Investments in Marketing Headcount
…Because our systems and data aren’t readily and consistently showcasing the value marketing brings to the organization…
Sales & Marketing
Welcome to the Renaissance of Marketing
• Recognition of today’s marketing requirements – Integration – BI – Dashboarding – Easy tools for left brain thinkers – Automation to speed operations – Visibility into results driven activity
Sales & Marketing
How to Compile Your Action Plan
• Map your ‘today’ process
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
• Map your Systems and Purpose
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
Sales & Marketing
How to Compile Your Action Plan
• Identify your gaps in process and systems
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
• Document…Document…Document
Market Life Cycle Lead Life Cycle Sales Life Cycle Other?
Sales & Marketing
QUICK STORY…
Sales & Marketing
Products Companies
Services Companies
SYSPRO Sage Dynamics
Cloud
BI
CRM
ISV
NAV GP AX CRM HRMS
Cloud Cloud
CRM
ISV ISV ISV ISV ISV
Professional Services
We Have A Complex Mix of Products/Services
Sales & Marketing
Socius Quick Story
• Ran Methodology in February – Email Construction – Sends By Role (2) – GTW Integration
Activity Cost Per Week
Email Construction 1.5
Email Sends by Role 3
GTW Integration 2
Sales Communications 2
Visitor Track $3,600
Nurture Scheduling 3
12 Hours
Sales & Marketing
Our Approach
• Applied Marketing Automation to save 12 hours per week – Nurture scheduled is automatic – Sales gets immediate Updates – Reduction in overall manual entry to CRM – Additional time saved by Sales – Additional benefit – better targeting
Sales & Marketing
Publishers Have More to Offer…
Nathan Cox, Socius
