Future CMO Movement

Home » Posts tagged 'marketing automatisation'

Tag Archives: marketing automatisation

Salesman didn’t die.. but got help

Every time something new comes up and people jump on it, they learn something new but it seems that they often start forgetting the best features of the previous while learning. Then came the content marketing era and inbound marketing surge. Now there is a swing back to ABM (Account based marketing and proactive sales). Danny Wong from Blank label just published an article about this with 9 B2B sales predictions for 2016 in Huffington Post (source: http://www.huffingtonpost.com/entry/the-future-of-sales-9-b2b-sales-predictions-for-2016_us_56beb9b0e4b06fb6526b67c9)

It was great article and I totally agree with Mr. Wong.: Outbound and account management are musts, buyer journey and customer centricity are imperative. Marketing automation is fantastic in existing customer management and content marketing. Still, in case of new prospect recognition most visitors don’t leave their contacts or signs of interest which leaves most potential customers unrecognised. This is something that has bothered me.

Then I learned about Leadforensics… (because they reached out to me and outbound works 🙂 ) They gave me a short introduction to their software (phone+video), we did a pilot with two weeks of data capturing after which they presented me the results and pitched me an offer. I got hooked and bought the license.. and I am even more hooked now. (By the way, their process is very much worth experiencing too, its brilliant. You can book your trial contact here)

This is something I just have to share, because I find Leadforensics to be so elegant, easy and effective. The foundation of the service is IP address recognition. The service lets you know from which companies people are visiting your website, how many of them, which content, time spent and so on. In B2B this intelligence is often enough. You know which companies are looking right now in your sector and they are already considering your company. In case you are considering marketing automation or need leads for sales to follow, Leadforensics is a great tool to take as a first step in operational and cultural change or as part of the lead generation development in marketing automation project. This is what you get (this data is from this site):

#1 Visiting organisations

1 visitor list

#2 Sorting visitors

2 Sorting visitors

Example of multivisitors

3 multivisitor

#3 Company details and visitors

4 company details

In this case 3 visits by one person

5 visitor number

#4 Potential people to contact

6 contacts

#5 Dashboard

7 dashboard

#6 Sorting and actions

Now that I have the tool in use, I can upload my customer register and create a current customer group with assigned contacts. I can also create prospect list with assigned persons who will be notified about new visits. You can also define goals, not every content is a sign of buying intent, but some are exactly that. Assigning goals and actions for them is quite easy and effective.

My company FutureCMO – Catalyst for Growth is a super temp one man show with a network of other entrepreneurs and I am mostly helping large companies with their digital and customer experience transformation. My challenge is, that projects are large and take my time while running them leaving me little time for selling next cases. When they end I can easily drop between projects. This kind of transformation work is quite time sensitive and frequency of doing it is rare. Also, The lead-time from interest to project could take a lot of time too. Another challenge has been, that I have a globally competitive knowledge, methods and approach, but my work has been local sofar. Now I am going to make my first attempt to get my first very own international clients onboard. While working for WPP and Omnicom this was natural, but as an entrepreneur now it would be a big leap. This is why I think Leadforensics will help me target right companies at the right time and make certain that I can get my projects in without long stand-by periods. I am also working on a start-up for which we are raising money to get started and knowing which companies are interested in our pitch is very important. I am only in the beginning of using Leadforensics, but I am quite impressed with it.

In case you find Leadforensics interesting, you can book your own demo and trial period here (Link URL )

In case you are using some other tools for lead recognition, I’d be very happy to hear about your experiences!

Great future for creative agencies

Creative agencies have been under siege for a long time. The business has changed completely within relatively short time and the balance of power between disciplines within agencies has shifted tremendously. Agencies must have changed a lot by now, but they need to change a lot more in order to meet the demands Future CMO will require from them. I would consider that challenge a great inspiration though, it can be an amazing adventure. Let’s look at where agencies stand now:

1. Creative agencies key asset is.. well creativity. People trained to open up their minds, simplify and recognize what is the thing that makes people (customers) move. The challenge is that advertising agencies have limited their use of creativity in communication and doesn’t have a credibility or position to use that creativity for more general business development, which would be very natural. In the very heart of creativity is customer insight. Using that insight to new purposes is much easier to do than teach non-creative people to become creative

2. Data is now available and media agencies have a long history of analysing it. In the current environment and the direction we are heading, corporate own channels, CRM and business data allready meet media data at media agencies. This will become standard practice over the next couple of years if it hasn’t been done yet. Media agencies are trained to measure and predict impact of different actions. Their role will be also to analyse different options in product portfolio scenarios and pricing, distribution etc. CRM and marketing automatatization will be a natural next step after people have already become professionals in making real time bidding online marketing, direct marketing, direct response advertising and managing revenue/cost ratios and communication portfolios

In my opinion the creative communication ecosystem will have to grow-up and take responsibility more than they have used to. Once agencies really take responsibility they can earn their way to the business development and real corporate management. As Future CMO has already cracked the door open, the CMO’s ecosystem must prepare to take the heat and meet the demands that should be seen as the new brave world with tremendous opportunities.

IBM CEO study was crystallized as three major change drivers by Mr. Samuel Palmisano, CEO and Chairman of IBM

1.The World’s private and public sector leaders believe that a rapid escalation of “complexity” is the biggest challenge confronting them. They expect it to continue – indeed, to accelerate – in the coming years
2.They are equally clear that their enterprises today are not equipped to cope effectively with this complexity in the global environment
3.Finally, they identify “creativity” as the single most important leadership competency for enterprises seeking a path through this complexity.

Well, let’s consider creative agencies and the CEO challenges. The complexity of the world is clearly a challenge when you look at it top-down. If you look at the company from customer’s point of view, that complexity becomes much easier to handle. Creative agencies should really be capable of both reducing the complexity to the minimum AND help coping with it. Media agencies with their capability to analyze markets and customer behaviour should certainly become very handy. The third challenge, creativity, is the bread and butter for creative agencies. So, why wouldn’t agencies start meeting these challenges.

Actually, the new breed of agencies have started doing exactly that. They are just called Service design agencies and their methodology is based on Design Thinking. The basic value proposition is to offer companies a) very clear customer insight b) services that meet the customers’ needs in new ways driving growth and profitability. They are actually changing marketing in to service. Pushy communications no longer work, making communications that inspire, entertain and serve customers are relevant and interesting.. and they sell better.

Dear former colleague, Adman and thinker who has inspired me more than any other person in the world, Rory Sutherland, has made a case of meeting the challenges with one single concept: Behavioral Economics. His case below is a great eye opener for any Ad exec or CMO. There is a great future for creative and media agencies if they just embrace the opportunities, take responsibility and are prepared to unleash their capacity to more meaningful purpose:

“IPA President Rory Sutherland explains why he is championing behavioural economics We need to broaden the definition of what we do to reflect the new reality of the market place because if we don’t create a new model based on human understanding, then we are in danger of using 1950s packaged goods persuasive techniques to solve todays communications problems! With behavioural economics we can align ourselves to a recognizable science and not be held hostage to the media budget. It gives us a framework that will refresh our thinking and our talent pool and with it we can use ideas to turn human understanding into business and social advantage.”

 

Author: Toni Keskinen, Marketing Architect & Customer Journey Designer

http://www.linkedin.com/in/tonikeskinen

Join FutureCMO Movement LinkedIn Group here

%d bloggers like this: