Opportunities beyond the funnel

INTRODUCING THE

”SALES ROBOT”Emma Storbacka

Henri Syvänen

Emma Storbacka

@emmastorbacka

Henri Syvänen

@syvaenen

The leading marketing innovator in the Nordics

500MILLION

Customer interactions

delivered

49%GROWTH

Annually during last five years

Working on Sales-Driven marketing

160.000HOURS

In strategy, content, advertising, data, and technology

75PEOPLE

Content and programs

Customer and web analytics

Smart advertising

Marketing technology

Strategy

1 2 3Why do we need it?

What is it?

How to make it work?

1 2 3Why do we need it?

What is it?

How to make it work?

Digitalization

Data

10

Cloud & API’s

Automation

1 2 3Why do we need it?

What is it?

How to make it work?

13

14

The Sales Robot

Blueprint

Tracks & scores customer behavior

Does not run on coffeine

Has a briefcase full of engagement tactics

Triggers personal dialog with

customers at the right moment

Focuses only on relevant

opportunities

Helps sales people to close

more dealsTM

The goal is customer lifecycle management...

€

SUSPECT LEAD CUSTOMER

CUSTOMER LIFECYCLE MANAGEMENTLEAD GENERATION

DirectMail

LEAD MANAGEMENT

SocialMedia

Advertising

Content

Download

Nurturing 1

Nurturing 2

Nurturing N

Search

Dialogue A

Dialogue B

Dialogue C

Dialogue N

Trigger 1

Trigger 2

Trigger 3

Trigger N

...with the engagement tactics

Identify Nurture Engage Trigger

• Lead scoring

• Light trigger

• Light nurturing

• Complex nurturing

• Nurturing + advertising

• Activation of recycled leads

• Abandoned cart

• Meeting / call follow-up

• Target group e-mail blasts

• Advertising & lead generation

• Account-based marketing

• Real-time personalization

• Lead generating content

• Interactive content

• Post sales ”thank you”

• Newsletter

• Dynamic subsription management

• Cross/up-sell

• Event invitation

• Service messages

• Satisfaction surveys

• Activation of passive customers

• Contract renewals

• Churn prevention

• Next-best offer

• Sensor-based trigger alert

• Sensor-based up- and cross sell

The Engagement Tactics Gallery

By Avaus Marketing Innovations

B2B Edition

Download online!

1 2 3Why do we need it?

What is it?

How to make it work?

CAMPAIGN PLANNING

CONTENT CREATION

SETUP / LAUNCH

RESULTS / MEASUREMENT

CAMPAIGNS:

PROGRAMS:

PLANNINGASSET

CREATION SETUP

OPERATIONS

PLANNINGASSET

CREATION SETUP

OPERATIONS

PLANNINGASSET

CREATION SETUP

OPERATIONS

TEST MEASURE ITERATE TEST MEASURE ITERATE

TEST MEASURE ITERATE TEST MEASURE ITERATE

TEST MEASURE ITERATE TEST MEASURE ITERATE

From projects to processes

Scalability is the goal

Reach

Impact

Mass marketing

Individual campaigns

To-beHundreds

of programs

Growth hacking skillset is needed

MarketingAnalytics

Technology

Testing & coding

Tactics & content

Customer insight

GH

25

A new way of organizing

CMO

Online Events Products

CMO

Demand gen & nurturing

Analytics & technology

Customer experience

vs.

Why do we need it?

What is it?

How to make it work?

1 2 3

• Digitalization

• Data

• Cloud & APIs

• Filling the funnel

• Up- and cross-selling

• Churn management

• From projects to process

• Scalability

• Growth hacking