Eric RaarupChief Marketing Technology Officer, Avtex

Mike PetersonMarketing Manager, Microsoft

June 12th, 2013

The Intersection of Technology and Marketing

Agenda

• Introductions• Key trends impacting marketing• The Intersection of Technology and Marketing• Q/A• Happy Hour

Goals for Today

• Discuss the key trends impacting marketing• Understand the evolution of marketing and the role technology

plays• Showcase the Microsoft technology landscape for marketers• Dialogue

A little bit about Avtex

Our mission is to use our technology know-how

to enable our clients to deliver an exceptional

experience to their customers

Our

Mis

sion

CXTech Know-How Clients Customer Experience

The Integrated Customer Experience

It’s about cross channel

It’s not about multi channel

PortalsVideoSocial Next

?. . . Interactive

VoiceResponse

IVR

Avtex 360

Integrated Customer Experience Technology Solutions for every Point of Interaction

Breadth and Depth

On to the show

Marketing and TechnologyLike Chocolate and Peanut Butter

The New Role of the MarketerThe Intersection of Marketing and Technology

Trends impacting marketers today

Mobility

1 billionsmartphones by 2016, 350M of those being used at work

Social

82 % of the world's online population engages in social networking

Cloud

50 %of enterprise customers are “on the road” to cloud

Data

1.8

zettabytesof digital data were in use worldwide in 2011, up 30% from 2010.

Content

top 10Content marketing is on many marketing leaders top 10

Capture Nurture Analyze

EnableManage

Our Focus Today:Demonstrating how technologies from Microsoft can help you be an effective marketer

The Technologies of a Marketer Email OptimizationEmail Service providersSales automationMarketing AutomationDB MarketingSocial Marketing ManagementData warehouseMarketing DataLanding pagesSEOContent Management SystemsCommunityTranslationFeedback / SurveysPaymentsAdvertisingMobile WebSocial LoginGamificationVideoDAMAnalyticsMore

Marketing with Microsoft

An ecosystem of solutions for marketing

State of the State Services / Strategy

Add-Ons

Core

Microsoft Dynamics CRMThe Core System for Customer / Prospect Information

Sales Service Marketing

CasesIncidentsTicket MgmtQueuesMore

CampaignsMarketing listsEmailLiteratureMore

AccountsContactsLeadsOpportunitiesMore

Sales Force Automation with Dynamics CRM

Service Management with Dynamics CRM

Marketing Automation with Dynamics CRM

ClickDimensionsMarketing Automation Add-on for Dynamics CRM

Web Tracking

Campaign Tracking

Landing Pages

Email Marketing

Social Discovery

Drip Marketing

Lead Scoring

Form Capture

Search/Advertising

API (with Event and eCommerce Tracking)

Surveys

Subscription Management

Driving revenue through web-to-lead conversion by connecting CRM with your website to track and convert visitors1.

Web

to L

ead

www

Web tracking Anonymous/Known Convert

Goal: Improve ROI from website

• Requires integration between website and backend systems• Ideally capture information in CRM to build out profiles• Track / score leads based on activity on the site

Turn web visitors into marketing qualified leads (MQL)

Lead

Nur

ture

Web to LeadConverting anonymous web visitors to leads

Web

to L

eadSelf IdentifyAnonymous

Visitors IP Organization ConvertAnonymous Visitors Self Identify

??

?

✔

✔✔

Use CaseContact Us Form on Website

The submission of this form

– Automatically creates a lead (or updates a contact) in CRM

– Automatically associates all anonymous browsing history (site visits / page views) to the lead or contact record

Web

to L

ead

Leveraging ClickDimensions Web Tracking in CRMCapture every view and visit

Web

to L

ead

Convert from anonymous to knownLeveraging ClickDimensions online forms for Call To Action (CTA)

Web

to L

ead

Summary: Web to Lead

• Integrating website to Dynamics CRM can improve lead process

• Scoring leads can drive activities for follow up

• Providing intel on web activity can help qualify lead for sales

Web

to L

ead

2. Align a content marketing strategy through lead nurturing automation to capture mindshare and convert suspects to prospects

Lead

Nur

ture

Content Targets Nurture

Goal: Leverage content marketing for nurture

• Drip content to target prospects• Track effectiveness based on stats• Hand off to sales at the right point

Nurturing with content can help build brand / leads

Lead

Nur

ture

Drive awareness in areas of suspected interest to a prospect using a 3 step email nurture program over a period of (n) days

Lead Nurturing ConceptEmail based approach

If engaged, then becomes MQL and goes to sales

ProspectDetermine

PersonaInitiate

Nurture flow Email 1 Email 2 Email 3

Lead

Nur

ture

Disqualify

Email 1: Example: Analysts perspective / researchEmail 2: Example: Customer case studyEmail 3: Example: Our recommended approach

Lead Nurture Workflow

Lead

Nur

ture

Summary: Lead Nurture

• Lead nurturing can play key role in content marketing strategy to get key content into hands of prospects

• Once workflows are defined they can be run on a lead

• Easily qualify / disqualify based on actions

Lead

Nur

ture

Gain better insight into your customers by visualizing information from multiple systems 3.In

sigh

t

Data Social Analyze

Data … Big Data

80% growth

of unstructured data is predicted over the next five years.

1.8 zettabytes

of digital data were in use worldwide in 2011, up 30% from 2010.

Insi

ght

Key challenges with growth of data

• More challenging to manage• More challenging to analyze and make decisions• Not just databases you own … social is a big driver of data

growth

More and more difficult to gain customer insight

Insi

ght

Mr./Ms. Marketer … Meet Excel 2013Visualizing and Analyzing large volumes of data

Excel 2013

PowerPivot

Analyze millions of rows of data

PowerView

Visualize info quickly in multiple ways

Insi

ght

PowerView

Create interactive charts and reports

Customize and publish your reports to SharePoint

Analyze trends

Insi

ght

Demo Insi

ght

Key challenges with Social

• Monitoring what is being said about your brand• Multiple Channels• Gauging sentiment across social media channels

Moving target can be challenging to staff

Insi

ght

Coming Soon!

Social Analytics / SentimentNetbreeze

Insi

ght

4. Deliver relevant content to the sales team leveraging system integration and mobility

Sale

s Ena

blem

ent

Content Mobile Easy to Use

Goal: Closing the gap between sales and marketing

• Managing the source of truth• Getting into hands of the sales team• Dealing with multiple formats / devices

Content and Mobility can enable the sales team to never miss an opportunity

Sale

s Ena

blem

ent

Our ChallengeYears of project history spanning over 500 customers

Have we done a project like XYZ before?Who has the following skills?

Do we have any examples of a project like XYZ?

Solutions span multiple technologies, scenarios, industries and skill sets

Multiple systems in use

… Connecting the DotsLost Opportunity • Time Wasted • Duplicate Efforts

Leverage Existing Data / SystemsIntegration is the key

Person

Project

Customer

Project Type

Industry

Skills / Tech

Asset

Asset Type

CRM

SharePoint

GP

Docs

Data

Data

Windows 8Leveraging a familiar platform for new apps

Sale

s Ena

blem

ent

Mobility

It’s a Mobile World

(Source: Pew Research Center, 2012)

By 2014, mobile internet is predicted to take over desktop internet usage

55% of mobile owners access mobile web

(Source: Microsoft Tag, 2012)

MobilityA Continuum of Options

Web

Web based approach to mobile app dev. / deploy

Pro• Time to market/releases• Leverage skills• Cross platform• Lower cost• CentralizedCon• Potential performance• User experience• Not an app in store

Hybrid

Native “shell” with embedded HTML web application

Pro• Cross platform• Native experience• Access to onboard

resources• Lives in app storesCon• Adds time / cost• Code bases

Native

Fully native mobile application

Pro• Performance• Native experience• Lives in app stores• Onboard resourcesCon• Adds time / cost• Multiple code bases• Increased support• Slower release cycle

Mobile TechnologiesUnderstanding the technology options

Tim

e /

Cost

Features

Native

Hybrid

Web

The Web needs to Respond

RespondRespondRespond

Responsive Design ExampleTennant Company: Public Website Built on SharePoint

5. Allocate resources effectively and gain insight about campaign effectiveness across multiple channels

Int.

Mkt

g M

gmt

Planning Spend Mgmt Project Mgmt

+

MarketingPilot brings strong Integrated Marketing Management (IMM) capabilities to the Microsoft Marketing toolset with a focus on resource and spending management plus integration with Dynamics CRM

Coming Soon!

MarketingPilotMarketingPilot brings a new level of marketing functionality to Dynamics

Int.

Mkt

g M

gm

t

Create content, including packaging, advertisements and collateral materials.

Plan and manage marketing campaigns.

Manage spending and marketing budgets.

Place advertisements and execute marketing campaigns using traditional and digital channels.

Marketing 360

Evaluate and analyze

results and ROI.

Create marketing plans and

set budgets.

Execute campaigns and

generate leads.

“Companies that have an IMM strategy will have a 50% higher return on marketing investment (ROMI) than those who don’t.” – Gartner

STRATEGY AND PLANNINGMarketingPilot supports the marketing planning process by enabling users to create thoroughly documented marketing plans. Go from planning directly into execution without changing systems or reentering information.

Marketing plans

Objectives SWOT

BudgetsResults

Online collaboration

Markup, routing, and approvals

DIGITAL ASSET MANAGEMENT Archiving

and search

Usage tracking

Security and version control

MarketingPilot enables users to store, route and mark-up digital files, e-mail messages, video files, and web pages in its repository.

Storage and protection

PROJECT MANAGEMENT MarketingPilot provides comprehensive and fully integrated marketing project management functions. MarketingPilot enables users to complete projects whether they are simple or complex,without spending a lot of time on project management.

Workflow and scheduling

Traffic management

Estimating

Digital asset management

Agency collaboration

Project requests

SPEND MANAGEMENT MarketingPilot provides a robust set of spend management functions to track budgets and spending, communicate, collaborate, and manage vendors easily.

Vendor management

RFQ management

Purchasing

SecurityEstimating

Budget management

CAMPAIGN MANAGEMENTMarketingPilot enables users to build cohesive, integrated multichannel marketing campaigns with minimal effort. All the information users need is accessible with just a few mouse clicks.

Workflow

Results and ROMI

Omni-channel

Digital asset management

Spend and budget management

Strategy

A look ahead

MarketingPilot Webinar

• Get real-time insight into campaign spend and marketing budgets

• Align sales and marketing• Foster collaboration between teams• Improve forecasting• Drive marketing productivity• Improve marketing execution June 18th

12:00 CentralRegister here

Thirsty?

CRM Awesomewww.crmawesome.com

A Great Blog to Followwww.chiefmartec.com

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