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Elevating Customer Acquisition

Webinar: March 22 2011 A Digital Solutions Firm delivering Marketing and Technology Solutions

New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi

Introductions
eDynamic Webinar Team
Rolf Kraus: CMS Practice Director Shawn De Souza: Demand Generation Practice Director

About the eDynamic


eDynamic is a digital consultancy that helps clients acquire and engage customers through cutting edge interactive solutions

Experienced. Founded in 1999 Trusted. Diverse b i T t d Di business critical projects delivered for iti l j t d li df mid-size to Fortune 500 organizations Versatile. Experience across diverse verticals, including Financial Services, Technology, Retail, Media & Publishing, ducat o , a e a d osp ta ty, O a d a d ot e s Education, Travel and Hospitality, Oil and Gas and others Global. Locations in United States, Canada, Middle-East and India
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What we will cover today


1. Challenges with acquisition 2. 2 Coordinate to personalize 3. Leveraging digital platforms

Challenges with acquisition


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Challenges with Acquisition


Marketers face challenges to acquire and convert customers using online channelsEngagement, Dialog and Nurturing

1. Improving engagement: Delivering relevant experiences that keep visitors engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channelsweb, email and community 3. Nurturing leads: Move leads through the buying cycle to the point at which they are ready for sales 4. Delivering sales-ready leads: Developing leads that are ready to engage with the sales team
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Three Pillars of Successful Acquisition


Addressing challenges requires three pillars of online acquisition: Coordination, Multi-channel and Personalization

Coordination

Multi-channel

Personalization
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Roadblocks to the Three Pillars


Building upon the Three Pillars requires us to understand the underlying gaps in the marketing approach and platforms

1. Coordination: Lack of a unified messaging strategy 2. Multi-channel: 2 Multi channel: Lack of technical integration across messaging platforms 3. 3 Personalization: Lack of a common view of the customer

Unified Messaging Strategy


Delivering a consistent experience across channels requires a unified messaging strategy that provides consistency
Engaging customers across the entire buying cycle requires multiple channels to align with expectations Challenges
Channel platforms have siloed messageseach creating a different experience l l tf Ch Channel platforms d not do t coordinate the timing of messages

Integrating Multiple Channels


Best-of-breed tools alone do not solve the multi-channel challenge: Platforms must act on a common customer context c
Getting channel platforms to see the same customer information requires significant work Challenges
Channel platforms see customer details differently Channel platforms have different integration mechanisms Integrating channel platforms can be difficult and error prone
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Common View of the Customer


Consistent personalization across multiple channels requires that each channel has the same customer view
Delivering personalized messages across channels to customers requires a common understanding of the customer Challenges
Customer informationboth behavioural and profileis stored in siloed systems t d thi d t I t Integrated or third-party analytics platforms, along with the CRM platform, are typically p y disparate systems
Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009

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Building on the Three Pillars


How do we remove the roadblocks that prevent us from building on the Three Pillars: Steps toward multi-channel acquisition

1. Coordinate to personalize
Defining the single view of the customer Interpreting the view into actionable messaging

2. Leverage the digital platforms


Integrate the platforms Implement the actionable messaging

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Coordinate to personalize
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Coordinate to Personalize
eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

1. Employ a closed-loop engagement cycle


Build the profile, analyze the profile and respond to the prospect

2. Characterize prospect
Properties include buying cycle state and segmentation parameters

3. Develop content to align with the prospect expectations


Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement


Use web CMS and marketing automation platforms to automate the engagement cycle

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Closed-loop Engagement Cycle


The closed loop engagement cycle is the model used to gain customer understanding, adjust and communicate the message
Deliver the messages and capture the reaction
U analytics and f Use l ti d forms t to capture behavior and profile

Understand the customer context


Analyze the customer context

Align the content to customer expectations


Package the content to align with the customer context
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Using Buying Cycle to Define Engagement


Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process
Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

Understand your buying cycle


Understand your customers mindset through the buying cycle journey

Segment your audience


Determine the target groups within your audience

Map the messages


Understand and align the messages with the segment and their objections
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Implement the platforms


Implement the multi-channel platforms

Understand your Buying Cycle


This is typically 5-6 stages customers pass through from the point of need recognition to a purchase decision

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Segment your Audience


Who is buying from you? Understand the distinct buying groups within your prospect population
Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

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What to Consider for Segmentation


Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size
Understand segmentation attributes
D Demographics hi Needs Behavior Others

Segment group guidelines


Mutually exclusive Homogeneous Substantial
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Align Content to the Segmentation


Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators
Understandyour BuyingCycle Segmentyour audience Mapthe Messages Implementthe Platforms

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Creating a Content Map


Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
Mapping content
Per stage in the buying cycle Per segment

Put yourself in their shoes


What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome?
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Summary
1. Understand the buying cycle
Do the standard stages apply your customer? B2B versus B2C differences

2. Perform a segmentation exercise


Industries Roles Pain points and motivators p

3. Define a content map


Identify content that addresses customer expectations
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Leveraging digital platforms


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Leveraging Digital Platforms


eDynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition

1. Employ a closed-loop engagement cycle


Build the profile, analyze the profile and respond to the prospect

2. Characterize prospects with a profile


Properties include buying cycle state and segmentation parameters

3. Develop content to align with the profiles


Content will speak directly to a prospect profile

4. Automate the closed-loop prospect engagement


Use web CMS and marketing automation platforms to automate the engagement cycle

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Leverage the Three Key Digital Platforms


Three platforms provide Unified Engagement Platform to deliver an experience based on a common customer context

Web CMS

Common Customer Context

CRM

Marketing Automation
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Automating the Engagement Cycle


Automating the engagement cycle across the buying cycle requires context-specific content delivered at the right time

1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified 2. Develop content: Develop the dynamic content 3. 3 Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context
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Technologies Working Together


Web CMS, market automation and CRM offer a common view of the customer that drives personalization across web and email

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eDynamics Unified Engagement Platform


Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform

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Create your own Amazon.com


B2B organizations can use similar mechanics to lift conversion and drive acquisition

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About eDynamic
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Solutions
eDynamic provides end-to-end digital solutions focused on the customer acquisition and retention
Digital Solutions
Digital Strategy Interactive Services Content Management (Search, DAM, WCM, KM. Publishing systems) Mobile and Multi-device Experiences eBusiness Application Development & Integration Demand Generation CRM Intranets Business Intelligence

Digital Application Outsourcing


Application Maintenance Application Support t A li ti S

Staff Augmentation Services


Global Staff Augmentation Digital Resources

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What Makes Us Unique


eDynamic is transforming digital services by delivering a combination of best-of-breed services
Big 5 Staff Augmentation Firms Agencies Systems Integrators Boutique Web Development shops eDynamic

Strategy

Digital Strategy Digital IT Strategy

Limited

Experience

Digital Marketing UX Design Content Strategy

Limited

Limited

Technology

Web Content Management Enterprise Content Management eCommerce App Dev Maintenance and Support

Limited

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Engagement

Global Delivery Model Consulting Services Staff Aug

Questions?
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Contact Us
Rolf Kraus rolf.kraus@edynamic.net @ y Shawn De Souza shawn.desouza@edynamic.net shawn desouza@edynamic net

http://demandgeneration.edynamic.net http://cms.edynamic.net
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Thank You
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