presentatie: closed loop marketing
TRANSCRIPT
Closed Loop Marketing
Van zelf naar vanzelf!!?
Hubspot User GroupMarch 26th, 2014John Boham
Contact:Tel. 020-452 7505eMail. [email protected]
Closed Loop Marketing
Agenda
• Inbound vs. Closed Loop Marketing Models
• Inbound
• Closed Loop
• Support
• Hubspot
• Salesforce.com
• Our approach for now
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
New marketing trends
Van Product-pushTo Customer-pull
From periodic campaignsTo “Next Best Offer” @ customer contact
From one message per channelTo one consistent message across all channels
From shouting, disturbing and often annoyingTo informing and facilitating
Closed LoopMarketing…
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Definition Inbound Marketing Wikipedia
Inbound Marketing is a marketing philosophy that went to be all the rage during the past years,
especially in the USA.
Inbound marketing is based on the principle to get found by potential customers within the target
group, without disturbing them with traditional marketing instruments like advertisements, direct
mailing, cold calling and cold canvassing.
The term ‘inbound marketing’ is coined by HubSpot’s Brian Halligan, in 2005. According to HubSpot,
inbound marketing is especially effective for small businesses that deal with high dollar values, long
research cycles and knowledge-based products.
An inbound marketing strategy can consist of:
1. Creating relevant content for the target group
2. Optimizing the search for that content
3. Online promoting of this content, for example using social media marketing, blogging and
pay-per-click campaigns
4. Converting website visitors to customers using automated e-mail campaigns
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Used to be easy
Source: Hubspot
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Complex Relationship Building
Source: Hubspot
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Buyers and influencers
Source: Hubspot
Buyers:
Repeat business: deep-selling & cross-selling
Influencers:
evangelists, promoters, advocacy
Why are the influencersin the Purchase-column ?
Forrester Oct. 2012
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Repurchase and Promotion
Source: Hubspot
Repurchase
Promotion
Closed Loop Marketing
Two Closed Loops…..
Source: HubspotClosed
RepurchaseLoop
ClosedPromoter
Loop
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Hubspots' closed loop
Source: Hubspot
Only the closedrepurchase
loop….?
ATTRACT
Closed Loop Marketing
More detail to understand the loops
Awareness Phase
RelevancePhase
CONVERT IntentPhase
ComparisonPhase
Research Phase
CLOSE
Re-PurchasePhase
PurchasePhase
DELIGHT
Promotion Phase
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Used to be easy
Source: Hubspot
Awareness within Convert?
Research, Considerationand Intent = Awareness?
Confusing… !
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Cradle to Cradle / Omnichannel
Awareness Consider/Research Trial/Buy Service
Broadcast
Direct Mail
Store
Internet
Call center
Delight?The Marketeer’s Myopia?
HOW DOHUBSPOT EN SALESFORCE
SUPPORTTHE TWO CLOSED LOOP
MECHANISMS ???
Closed Loop Marketing
Two Closed Loops…..
Source: HubspotClosed
RepurchaseLoop
ClosedPromoter
Loop
MarketingQualified
Lead
SalesQualified
Lead
Closed Loop Marketing
One-directional base
BuyerPersonas
Closed Loop Marketing
One-directional base
BuyerPersonas
ClosedRepurchase
Loop
Closed Loop Marketing
Closed Repurchase Loop
BuyerPersonas
Out of our network (e.g. employees at customer sites) signalsare given that maintenance of management reporting at customer ‘Y’ leaves room for improvement.
LeadMarketingQualified
Lead
SalesQualified
LeadCustomer Promoter
Out of Salesforce aHubspot workflow is
initiated, aimed at the Managed Services Offering
Closed Loop Marketing
Case 1
During the evaluation of a finished project, Customer ‘X’ indicates that he is in need of an auditor that can review his data warehouse. An opportunity is added to Salesforce
LeadMarketingQualified
Lead
SalesQualified
LeadCustomer Promotor
Out of Salesforce aHubspot workflow is initiatedaimed at the ‘Advice’ service
offering
Closed Loop Marketing
Case 2
ClosedPromoter
Loop
Closed Loop Marketing
The Closed Promoter Loop
BuyerPersonas
ClosedPromoter
Loop
ClosedRepurchase
Loop
Closed Loop Marketing
How do we cope @ FourPoints?
BuyerPersonas
Block 2: Strategy & Business ArchitectureIntroduction
Architecture?
Closed Loop Marketing
Answers….?
- Is ‘Delight’ during the Use / Service Phase supported
by Salesforce? Or Hubspot?
- Can we setup a promotional closed loop through
interaction between Salesforce and Hubspot?
- Should we use a Cloud Integration Platform (e.g.
Zapier) to automate that process using the API’s of
Hubspot and Salesforce?