Fan foundry engagement options
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Transcript of Fan foundry engagement options
How Customers Happen
through
People ● Process ● Technology
A capabilities briefing from
Business Intelligence
Mob
ile
ContentMarketing
ReputationSocial !
Automation
CRM
SFA
CRM
SFA
The new normal: C.H.A.O.S. (Customers Have Altered Our Strategy)
Embrace the chaos! Customer behavior is changing quickly, creating opportunity for the nimble and prepared.
Our approach: MAAS - Marketing as a Service.
We help you become more savvy, build capability, evolve, and grow revenue.
We help you, your customers and opportunity find each other.
Whatever your objectives, we work with you to build success in the fast evolving customer driven world.
Your customer’s value journey may not be linear ...
purchase
recommend
share
co-create
align
… but it can be discovered and managed.
We are now all “Generation C” (Connected). Do you make Connection easy for your customer? We make that possible.
With MAAS (Marketing as a Service), we help you modernize your people, process and technology to build a shared customer view so anyone in your organization can engage,fully informed, and have the right customer conversation. No more blind dates, dropped balls, or forgettable e-blasts.
Instead: a nimble, elevated relationship and an enhanced value exchange, where you and your customers know which next action is most profitable and valuable. Where you can deliver satisfaction with speed, accuracy, consistency and reliability.
Enough about B2B and B2C. Today it’s E2E: Everyone to Everyone.
Do you know your customer as well as they
know you?
How Generation C behaves
Organizations with robust omni-channel environments convert sales at a rate nearly three times higher than other organizations who have limited or poorly built online environments.
It isn’t easy. To complicate matters, Generation C is actually many audiences, each with its own level of online comfort and behavior.
How are you communicating with Generation C? How do you enable them to communicate with you and one another, in ways that shape your brand value? We can help there.
Credit, McKinsey & Company
Generation C has many audiences
Sales Marketing
People
Direct sales, Support and Enablement
Brand Activation, Audience Development
Advisory, Project and Direct Roles
ProcessDemand Generation, Pipeline, Forecasting, Account Development
Email, Social, Mobile, Event, Web,
Omni-channel, Multimedia
Technology Sales & Marketing Automation, Web, CRM, Email marketing, Data Analytics, Digital Media
Through our MAAS solution set, we give you the people, process and technology resources your organization requires to evolve, extend and excel.
Marketing as a Service (MAAS)
We help you to assemble all relevant stakeholders to clarify strategy and tune tactics around sales, services, marketing, customers and audiences.
Each of our clients has unique needs and goals. We respond with a blend of people and services to create solutions that increase Customer Lifetime Value.
Whether you feel daunted by choices or wish to exploit the potential of a solution you’ve adopted, we help you benefit from your investment.
Our Strategic Services
With your markets, strategies and processes well defined, your people, process and technology can align to deliver fuller value.
2. Customer Engagement We help your team build capability so anyone can have the right conversation with the right person at the right time in the right context, on the right channel, building loyalty and revenue.
1. Audience Relations We help you identify audiences, gain new actionable insights and confidently communicate with greater relevance to enhance relationships, add value and boost revenue.
Our Tactical Services
Content, Conversation and ConversionContent and data can help you cultivate highly relevant one-to-one relations among your target audience members to improve sales, marketing, service and value. We can help you boost the ROI of your technology solutions with:
Our Tactical Services (continued)
3. Rich Relevance We help you build expertise to create compelling content, recombine it, and build personalized, relevant interactions with people in various stages of engagement. We help you exploit mobile and social technologies to improve relevance across time, device and location.
4. Reporting and Insight We deliver interpretive tools based on your own data so you can quickly identify the most impactful actions, pivot nimbly, and act confidently.
Content (attract)
Conversation (engagement)
CommunityCustomer
Conversion
form data demo/trial requests
sales orders
Social Object • Picture • Video • Blogpost • Profile
• Event • Link • Vote • Document • Survey •
Review • Blog comment • Status update
Our Tactical Services (continued)
5. Analytics We give you the analytics services and support you need to get actionable insight from your data. The more you know about customers and prospects, the better you can engage them on their chosen channels. We help you connect better to improve response rates, boost revenue and increase Lifetime Customer Value. Put an end to analysis paralysis. Our data analytics and visual reporting expertise help you measure what matters to gain insight and take action.
Data
Information
Analysis &Insight
Decisions
Structured Semi-structured Unstructured
Physical Virtual Contextual Societal
Performance Deduction Inference Prediction
Next best action Prevention Suggestion No action
$
Conceive Take an idea and develop it on-brand for you
Design Craft a compelling visual and verbal story
Package Assemble the message into a post, .pdf, etc.
Showcase Identify and engage a target audience
Channelize Optimize it for each channel
Our Tactical Services (continued)
6. Visual StorytellingWe are now all media companies, and yet few organizations or agencies have the in-house talent to deliver a responsive, same-day result that gets results. We have the talent to:
Client Example: Crushing it on LinkedIn. This is how they do it.
Strat Pack We evaluate your performance against goals to help you gain perspective.
- or -
Project Management We jointly develop initiatives that meet your evolving needs, with dedicated resources and hands-on involvement.
- or –
Team Play We augment your team with expert talent for tactical execution on key initiatives.
Our Operational Services
+
When you need to gain perspective, we are ready to advise, engage and perform, with just the right level of assistance to help you execute on strategy.
Our Capability Clusters
MARKETING ALIGNMENTMarket analysis, product marketing strategy, customer value journey maps, ROI analytics, marketing plans, revenue planning, mobile-first audits.
DIGITAL MARKETINGIncludes content and systems: Sales Process mapping; Content mapping; content marketing; Multimedia content creation; buyer journey mapping; database development; system selection, integration, optimization; ROI analytics.
EVENT MANAGEMENTFill seats at signature events in online and arena venues: Online marketing - portals, email, social; Ticketing and audience management; speaker/sponsor recruitment; Host Site relations; public relations; media relations.
EMAIL MANAGEMENTOur client email campaigns get “best in class” results. Email management services can scale to suit any budget and audience, and include: Campaign design; Omni-channel distribution and social integration; Delivery and Optimization; Landing page conversion; sender reputation management.
SALES ALIGNMENTDigital strategy; Account research; demand generation; multi-touch Inside Sales programs; Lead Management; Campaign Management; Social Selling; Modular content; Predictive analytics; CRM optimization and user adoption.
BRAND ACTIVATIONBrand Usage Guides; Brand Design; Asset development (video, audio, collateral); Brand Journalism; Omni-channel distribution; sentiment insights; performance measures.
SOCIAL MEDIA, SOCIAL BUSINESSChannel setup and user training; Community and Influencer development; Social Business training; Crisis Planning; Tweetchats; Promotion campaigns; Reputation Monitoring; Customer and Community management; Sales conversion.
INTERACTIVE DESIGNWebsites and microsites; User Experience; Buyer Journey; Campaign Landing Pages; Logo & Graphic design; Digital Photography; Campaign and brand support.
Engagement Options
Description Key Advantages What you get Value Control Flexibility
Managed Service
Provider (MSP)
“Strat Pack” Performance
Review
Team PlayerProject
Activation, Staff
Augmentation
Project / Program
Management
Clearly defined set of services. Setup fee plus
ongoing flat or near-fixed monthly fee.
Free up internal resources.
Outsource ongoing innovation. Predictable
monthly budget.
Greater value from your investment. Tap expertise in social selling, content marketing, CRM administration, agility
training, user adoption, governance and policy development.
Complementary expertise to fill knowledge gaps. Gain new objective perspective.
Project fee.
Carve out a specific operational review
Integration of external resources with your in-house team for critical
transformation projects.
Add contractors as demands change. Least expensive,
most flexible method. Monthly fee.
Access a full range of experts on
demand. Elasticity. Outsider
perspective. Best cost/control
option.
Faster need fulfillment for deep expertise in specific areas. Flexible terms - contract, convert to hire, or
direct hire.
Outsource entire projects. Our firm partners with you.
Deep domain, business process and technology expertise. Phase-based project fee schedule.
Access to expertise and proven
methodologies.
Business transformation partner. New levels of performance within and
across workgroups. Better adoption of technologies and processes.
It has never been more essential to transform.
All you needed was the right partner, and here we are.
Start your transformation today.
Ed Alexander Chief Digital Consultant [email protected]+1 (781) 492-7638 USA East
For more information, contact:
Asset Management
BI & Business Development
Email Marketing
Marketing Automation
Content Marketing
SFA / CRM / Database
Appendix: An Agile Marketing, Sales and Service Governance Platform
PublicVisitor
LeadProspect
Customer
Lead Scoring – conversion, click-through, multichannel
interaction, form fill, downloads, social interaction
Personalized Journeys – Sales engagement, Opportunity creation,
contact with Buyers, Decision Makers and Influencers
Campaign Attribution
Governance
Revenue Attribution
Syst
ems
of E
ngag
emen
t Sy
stem
s of
Rec
ord
Community
Qualification Route to Sales
or Nurture Community
Awareness Web, Media, Event, Social, Mobile, App
Acceleration Behavioral Triggers to
engagement
Acquisition Encourage
Leads to talk with Sales
Call to Action Gather data, drive
engagement, retarget
Re-engage Prospects
who do not buy
Purchase Close,
Upsell, Support
Forecasts
Client Development – Conversion, Engage with
Sales, Service and Delivery Teams, R&D, Advocacy
IncrementalRevenue
Goa
ls
Ope
ratin
g Pl
ans
Fina
ncia
lM
easu
res
Lifetime Customer Value
Value (transaction, relational)
as Competitive Advantage
Branding & Journey Mapping
Development, Activation
Revenue Goals Market Segments
Need
Consider
Evaluate
Journey
ROI
NegotiateUse Promote
Endorse
Value Building
Dear B2B: Where to you want to go?
How would your customer answer that? What capability do they want to build?
Are they seeking to: • Find new buyers?• Increase sales to existing customers? • Increase customer retention? • Reduce the cost of sales and service?
Your customers’ answers will guide your own answers to that same question.
Then you will know where you want to go.
B2B Goals
Build Capability