1. customer 2.0 has turned off all the noise (lunch session) Laura Nuhaan, CMO webpower #crmday13 #webpower @webpower vragen, opmerkingen? tweet #webpower

2. 2 3. agenda Introduction Trends New role of marketing Engage your customer Funnel management Q & A 4. introduction 5. trends 6. S a l e s Buyer information abundance M a r k e t i n g 7. Customer 2.0 has turned off all the noise by Orange_Beard 8. 8 Demand Generation Process Gap Sales Process Lead Scoring & Nurturing 90% of leads never close (Sirius decisions) 75 % of companies drop leads that arent ready to purchase immediately the process gap Retention & Service 90 % of marketing content is not used (American Marketing Assoc.) Generates 50 % more sales-ready leads and 33 % lower cost (Forrester Research) Poll 9. has your marketing changed? poll 10. DATA Content Marketing Engagement Alignment Technology Omni channel : Social Media & Mobile 11. Culture People Process Technology change management 11 12. most important new skills for marketers? 12 Poll 13. engage your customer Succesfull communication Customer insight Content marketing Vragen, opmerkingen? Tweet #webpower 14. successful communication What you want to say What they are interested in R E L E V A N t TRUSTWORTHYINTERACTIVE = ENGAGING 15. Telemarketing Tradeshows SEO/SEA Linkedin Twitter Facebook Focus Slideshare You Tube Forums Blogs Channels Private Communities Webinars WEBSITE 16. 16buyer persona John Bits Engineer 30 years old 24h online Tech forum/Twitter Tech details 17. 17 Emotional-----------------------------Rational Awarenes------------------------------Action Entertain (virals, quizzes, ga mes) Inspire (reviews, endorsem ents, quotes) Educate (trend reports, articles, gui des) Convince (data sheets, webinars, c ase studies) *The Andeta Group POLL content mapping 18. Humanistisch SpontaanCompetitief Methodisch sex and the city model (canicas) think integration and omni channel 19. 19customization pays off 20 % increase in productivity *30 % higher open rate *50 % increase in click through rate * Marketing Sherpa 2013 20. accountability =funnel management Vragen, opmerkingen? Tweet #webpower 21. the funnel: our REAL model 22. @CUSTOMER PROFILE (E ID) leverage customer experience 23. lead scoring model Fit Interest Explicit Demographic (geo, size) BANT (budget, autority Need, Timeline) Implicit Derived knowledge kennis (data mining tagging) Online behavior (clicks, webinars) Negative score based on undesired behavior (f.e. Carreer page) poll 24. recommend the most demanded product for customers when they demand, conduct further more orders. Canon550D The beginning purchase period 2 months after purchase Half year after purchase engage: campaign management 25. www.webpower.nl contact@webpower.nl T:0342-423262 @webpower THANK YOU! @lauranuhaan laura.nuhaan@webpower.com poll vragen, opmerkingen? Tweet #webpower