Together with Sage partner, Collier Pickard, Sage presented on the subject of “Merging Funnels” - how paradigm shifts in on-line research and social collaboration are moving strategic CRM thinking from “push marketing” to managing the “pull” demands of future buyers.
PowerPoint Presentation
Merging Funnels
David.Beard@Sage.com
www.sagecrmsolutions.com
Sage - Global Vendor, Local Strategy
Sage is a leading supplier of business management software and services to over 6 m customers worldwide. From small start-ups to larger organisations, we make it easier for companies to manage their business processes 3rd business management software vendor (Total ERP Software Revenue Market Share by Vendor, 2008 (Source: Gartner June 2009)
Global
1.439Bn revenue - FY09
6 m customers world-wide
13,100 employees in 26 countries
27,000 resellers, 40,000 accountants
Merging Funnels
Alan.Joenn@CollierPickard.co.uk
www.collierpickard.co.uk/inbound-marketing.html
Experience is the thing you acquire shortly after the time you first needed it!
Our marketing
Web siteAdWordsBrochuresNewsletterTrade showsPress releasesComparison site
Step into Inbound
Research keywordsEducational contentRe-design web pagesNurturing campaignsCalls-to-actionStart bloggingSocial mediaStart listening
The marketing funnel
Get found Engage Nurture Convert ? not as simple as we thought! x
The sales funnel
Example:Lead score = 99/100Qualified sales opportunityPass to sales funnel -but-Lead discarded by sales wrong geography
The ideal customer
Traditional profileGeographyIndustry sectorSpend patternRecencyFrequency Longevity
This doesnt inform inbound marketing
The ideal customer
New buyer profileResearch placesNews & RSS feedsSocial presenceDepth of profilingSpecial interest groupsView or contribute?
This genuinely informs inbound marketing
Analyse & optimise
Buyer profileExtended for inbound marketing informs social media activity informs keywords & content informs educational process inspires confidence improves SEO
One funnel
Drop the demarcationImprove CRM profilingDevelop relevant social presenceImprove attraction & engagementInspire confidencePass warm leads to salesImprove close metrics
One funnel
Add inbound marketing Improve lead quality Reduce marketing costsDriven by analytical CRMAnd continually optimised
Collier Pickard outcome
Early adopterIdentify what works and what doesntPublish guidanceImprove effectiveness-and-Embed inbound marketing into CRM culture
What works What doesnt
Merging Funnels
Alan.Joenn@CollierPickard.co.uk
www.collierpickard.co.uk/inbound-marketing.html
