Case Study #4: Collaborative Marketing Management Hub
Trish Gomez Ahern
BUS 4200 Enterprise Information Management Systems
Professor: Rodney Heisterberg
February 8, 2017
We are entering yet another new paradigm for business computing (Heisterberg & Verma, 2014). The challenge is to embrace and leverage the massive technological convergence that is taking place right now. Implementing an Ecosystem Marketing Hub that facilitates the management of an interactive marketing value chain via sharing data between trading partners in the business ecosystem is essential in today’s business environment. This paper exams three Enterprise Information Management Systems (EIMS) software application packages for Collaborative Marketing for each of the three key marketing management functions: Market Research, Campaign Management, and Customer Analytics.
Challenges and Opportunities
The business environment has changed rapidly with the massive technological advances and the ubiquitous software systems available (Heisterberg & Verma, 2014). Today, a working style like that of one ten years ago, with spreadsheets and manual entries, could kill the marketing potential of a business (Aslanyan, 2016). Many organizations use automated workflows for long-term client nurturing, but to withstand harsh competition there is a pressing need to replace them with unified marketing software. According to Aslanyan (2016), the five problems that a digital marketing automation tool can solve are:
- Your Digital Marketing Data is Not Organized
You have a proven lead-nurturing strategy, but you have to switch tools several times to get to the bottom of the funnel. Exporting and importing data from one tool to another not only means loss of time but also brings forth some risk of losing data and human error. Not to mention, a poorly-monitored strategy often results in deviating from standard routine. And once you notice that you made the wrong turn, you’ve already drove a few hundred miles into a wrong path!
- You Keep Guessing, Instead of Acting
There is no real way of making precise predictions on lead behavior. At any given point, both marketing and sales departments should have concise data of planned milestones and expected results. Lead scoring is also an important part of marketing big data. Automating marketing tasks and workflows will provide a steady flow of potential customers down the funnel, while your team can focus on measuring opportunities. This is a process that aims for ROI and is well suited for businesses that prefer results-driven marketing.
- You Don’t Control Your Own Data
Employees keep the history of interactions with the lead in personal docs or notebooks. This is the worst (the absolute worst!) thing that could happen to your marketing and sales, especially if many employees are engaged in client-nurturing stages. What if someone leaves and a new marketing or sales specialist takes over this lead? Will they have to start from scratch or get lost in the labyrinth of complicated notes made by the previous rep?
Instead, how about a single platform where the logic is the same for everyone and data never gets lost? The last option sounds way better, doesn’t it? Don’t bypass this point even if you are sure employees will not leave your company (because they will at some point!).
- Less Talk, More Action!
Meeting between and within departments must be taking many working hours. In fact, there is a whole new trend of protesting long and useless meetings that could be replaced by action-oriented briefings. The modern world demands a virtual task workflow describing the detailed history of nurturing process. A single automation platform displays the current progress for all employees who have access to the project.
- You Don’t Know Why Your Leads Leave
Sometimes you lose a lead. It’s a sad event, but it happens even with the best of us, so embrace the reality. In fact, only 25% of leads are legitimate and have the potential to be transferred to sales (Source: Gleanster Research). However, if your digital marketing strategy is automated and aligned with the stages of the buyer’s journey your lead goes through, you can actually generate reports on the exact stages you lose your leads at. If you don’t know what disappoints them, you can never fix the issue and improve your process.
Customer Experience Management Lifecycle
In customer relationship management (CRM), customer lifecycle is a term used to describe the progression of steps a customer goes through when considering, purchasing, using, and maintaining loyalty to a product or service (Rouse, 2007). Marketing analysts Jim Sterne and Matt Cutler have developed a matrix that breaks the customer lifecycle into five distinct steps: reach, acquisition, conversion, retention, and loyalty. In layman’s terms, this means getting a potential customer’s attention, teaching them what you must offer, turning them into a paying customer, and then keeping them as a loyal customer whose satisfaction with the product or service urges other customers to join the cycle. An ellipse often depicts the customer lifecycle, representing the fact that customer retention truly is a cycle and the goal of effective CRM is to get the customer to move through the cycle repeatedly.
Figure 1. A Visual Overview of the Customer Lifecycle Marketing Cycle (Customer Lifecycle Marketing, 2017).
By implementing and effective customer lifecycle management, companies can improve customer service and enhance the customer’s experience (Cooper, 2014). Ultimately there will be an increase in product/services usage and improved profit margins creating a solution where everyone benefits and no customers are left unsatisfied. According to Cooper (2014), the five stages of customer lifecycle management are:
- Reach– Your content must be properly marketed in places where people/businesses in your market will find your information. This way they will become aware of your company’s existence.
- Acquire– You have to understand your potential customers wants/needs so you can provide a product/service they will want to purchase. Contact them directly with personalized communication in order to convert them from potential leads to paying customers.
- Develop– After the first purchase, keep in touch and build a relationship with your customer. Ensure they are fully satisfied with their purchase.
- Retain– One time customers will become repeat customers as long as you are satisfying their needs. Care for them and continue to cultivate a relationship with them. Do not be afraid to ask for feedback. They will be happy you care about their opinion and you can use their comments to improve your product/services. Make them feel a part of the process.
- Advocacy– If your customers are truly satisfied, they will become brand advocates. This will spread awareness within their social circles and the cycle will come full cycle when you reach potential new customers due to your existing customers.
When considering the entire lifecycle of a customer in a SaaS environment, managing customer interactions is at least as important as managing financial transactions (Sullivan, 2008). Figure 2 demonstrates the stages of customer lifecycle within a SaaS environment and how a robust billing platform can help manage customer relations.
Figure 2. A Pyramid of Needs for Subscription-Based Businesses (Sullivan, 2008).
Marketing automation is a powerful tool for brands as it allows them to create a rich profile of their audience and use targeted marketing messages to help drive conversions (Moth, 2013). For automation to work effectively data must be turned into insights that help to create strong customer lifetime value models and optimize marketing messages. Digital channels provide new and valuable sources of data and customer insight that can be acted upon in real time.
Figure 3. Common Features of Marketing Software (Borowski, 2017).
Market Research Software
Marketing resource management (MRM) software is designed to help you in increasing both efficiency and effectiveness of your marketing resources (Ang, & Buttle, 2006). MRM is the instrument that allows you to spend considerably less time on planning, creation, production, execution, and measurement. The reason behind it is that MRM adds to your means of marketing communication and allows the integration of a variety of marketing processes. MRM helps to find meaningful ways to test marketing activity on coordination and market effectiveness. If well introduced and implemented, MRM may provide considerable added value to the strategic, tactical, and operational marketing process. In many cases, the solutions will contribute to smarter organization and coordination setup of the marketing supply chain will add more grip, overview, and measurability.
Key Survey is an enterprise-level survey and market research platform that lets researchers collect, manage and leverage data within their organization and across their customer base (Top Market Research Software Products, 2014). Advanced features such as private labeling, scoring, calculations, advanced logic, automated workflows, bi-directional integration, and custom BI Dashboard development put Key Survey at the top of the list of survey software vendors. Key Survey is also well known for having a world-class support staff.
Figure 4. KeySurvey Ratings, Product Details, and Features Checklist (Top Market Research Software Products, 2014).
Figure 5. KeySurvey Dashboard (Top Market Research Software Products, 2014).
Qualtrics Insight Platform
The Qualtrics Insight Platforms intuitive drag-and-drop interface lets every researcher quickly add advanced online survey building and analysis to their repertoire (Top Market Research Software Products, 2014). No survey platform delivers faster or richer data or gives you greater control of your data. With Qualtrics allows users to build surveys, send them, and roll out organization-wide results the same week.
Figure 6. Qualtrics Insight Ratings, Product Details, and Features Checklist (Top Market Research Software Products, 2014).
Figure 7. Qualtrics Insight Dashboard (Top Market Research Software Products, 2014).
The industry’s most flexible online survey software (Top Market Research Software Products, 2014). Made for (and by) professional market researchers, Voxco allows users to maximize survey efficiency with a powerful questionnaire editor that allows engaging look & feel, complex behind-the-scenes logic, and dynamic multimedia. Clients appreciate their choice of SaaS or on-premise data hosting, customizable data dashboards & personalized customer service. Voxco is a global leader with clients in 30+ countries with offices in Canada, the U.S., Europe, and Austraila.
Figure 8. Voxco Ratings, Product Details, and Features Checklist (Top Market Research Software Products, 2014).
Figure 9. Voxco Dashboard (Top Market Research Software Products, 2014).
Figure 10. KeySurvey vs. Qualtrics Insight Platform, vs. Voxco Online Features (Top Market Research Software Products, 2014).
Campaign Management Software
Marketers must redefine their approach to reflect radical shifts in channels and customer behavior — including an accelerating shift toward addressability, growing convergence between online and direct channels, and increasing customer power to shape marketing dialogues and buying experiences (Anderson, 2009). Marketers must engage customers and prospects in a personal, cross-channel conversation that builds upon that individual’s past and current behavior. Marketers must listen to all information provided, analyze it and respond — sometimes in real-time — in ways that are compelling, timely and relevant. The fundamentally new marketing tools, stronger integration and revamped organizational structure that will be required to achieve these goals.
Infusionsoft offers an online sales and marketing solution built exclusively for small businesses. According to Craig Borowski, Market Research Associate at Software Advice (2017):
Inusionsoft features lead generation tools and marketing automation, email, and social media tools to engage and convert leads. Customer relationship management (CRM) functionality aids users in attracting leads, streamlining sales, and closing deals.
E-commerce tools help with online sales, automate fulfillment, and get repeat business.
In addition to the software, Infusionsoft provides personalized, one-on-one coaching services to help users get up and running.
Figure 11. Infusionsoft Dashboard (Borowski, 2017).
CallidusCloud Marketing Automation
CallidusCloud Marketing Automation is an innovative web-based Marketing Automation platform uniquely built for both sales and marketing (Borowski, 2017). This formative solution was designed to provide intelligence and insight into lead performance to sales teams while simultaneously giving marketing teams robust campaign automation and lead management capabilities. According to Craig Borowski, Market Research Associate at Software Advice (2017):
The core functionality of this solution lies in the fully integrated Marketing Automation and Sales Automation applications. Several other applications are available within suite to compliment this formidable duo, including Knowledge Management, Social CRM, and Web-Self Service. These powerful tools help companies generate a higher volume of leads through SEO, identify the leads that are most qualified, and then convert them to opportunities.
A singular dashboard helps users effectively manage leads coming in through all sources and launch campaigns designed to target the current makeup of a sales pipeline. SEO activities are also managed on one dashboard; from there users can find page optimization information, identify relevant keywords and monitor their visibility, fix anchor text and broken links, and find new websites to build links and generate web traffic.
We think CallidusCloud Marketing Automation is a great fit for B2B companies of almost any size across many industries. CallidusCloud has been recognized with many awards in the 15 years they’ve been around. Recently, they received eleven awards at the 2013 American Business Awards; accolades included ‘Most Innovative Company of the Year’ in the fewer than 2,500 employee’s category and Bronze for Best New Product or Service of the Year – B2B Products – Computer Software.
Figure 12. CallidusCloud Dashboard (Borowski, 2017).
Salesforce Marketing Cloud
As a part of the Salesforce.com family, Salesforce Marketing Cloud has made a name for itself as a robust social marketing solution (Borowski, 2017). The system helps businesses create a strong social presence on a variety of social media sites; it also monitors brand or product visibility, helps users publish compelling content, and offers a powerful tool to build and automate highly focused advertising campaigns. This cloud-based system scales easily with any business and can help to harness the power of social media for companies of any size or industry type. According to Craig Borowski, Market Research Associate at Software Advice (2017):
Salesforce Marketing Cloud offers a single platform for companies to listen, publish, and engage, and functionality in the system is directly tied to critical customer touch points in three major areas: sales, marketing, and service.
Software features include Workspaces, a collaborative space for teams to engage. There’s also powerful Social Content Marketing, which helps users source, plan, and then publish really compelling social content.
As a listening tool, Salesforce Marketing Cloud helps to gauge each conversation that occurs online and use it as a tool for addressing feedback, gaining insight into brand perception, competitors, industry, products, and whatever other useful information may be within the social media sphere.
The hassle of planning and implementing posts is eliminated; users can even schedule posts ahead of time and use analytics to publish relevant content based upon information garnered through social media. Social advertising campaigns can be created to target key demographics, and each advertisement can be built and optimized for each specific audience. Salesforce Marketing Cloud is the first to be Twitter Certified, and is listed as a Facebook Strategic Preferred Marketing Partner.
Figure 13. Salesforce Marketing Cloud Dashboard (Borowski, 2017).
Figure 14. Comparison of Infusionsoft, Callidus Cloud Marketing Automation, and Salesforce Marketing Cloud (Borowski, 2017).
Customer Analytics Software
Pardot, a Salesforce company, is designed for organizations that primarily focus on business-to-business (B2B) sales and marketing automation (Borowski, 2017). This email marketing system offers automated support for the longer timespan and multi-step decisions associated with B2B sales. According to Craig Borowski, Market Research Associate at Software Advice (2017):
The Pardot suite includes products with functionality that includes lead management, batch email marketing, automated drip marketing and real-time sales alerts. The system has particularly been recognized for its lead scoring capability. The Enterprise edition offers more advanced capabilities such as custom security controls, increased storage space and a dedicated IP address.
When combined with Salesforce Engage, reps can connect in real-time to deliver campaigns, receive alerts, report on trends, track Gmail emails and more, all via mobile.
Pardot’s Software-as-a-Service (SaaS) model is built on the Force.com platform and integrates with Salesforce as well as Microsoft CRM, SugarCRM and Netsuite. Pardot is used by over 300 companies in 10 countries and serves clients in multiple industries.
Figure 15. Salesforce Pardot Dashboard (Borowski, 2017).
Marketo offers a web-based email marketing platform for companies of all sizes to form and preserve engaging customer relationships. According to Craig Borowski, Market Research Associate at Software Advice (2017):
This marketing suite features integrated applications that deliver a range of capabilities including marketing automation, social marketing, lead nurturing, budget management, analytics, sales insight, and website personalization.
Marketo has a native integration with Salesforce.com and natively integrates with Microsoft Dynamics CRM and SugarCRM. This bi-directional communication allows sales reps to get a clear picture of the leads in their pipeline and prioritize based on prospect engagement.
With over 3,000 customers, and 250 partners, Marketo offers a community of marketers who share ideas, collaborate and directly influence product developments.
Marketo’s software can handle clients with a user base ranging from three users to more than a thousand users, but its price point makes it ideal for mid-market and enterprise organizations.
Figure 16. Marketo Dashboard (Borowski, 2017).
Campaign Monitor is an email marketing solution that can help businesses add new subscribers, send email newsletters, and generate various reports. It is suitable for businesses of all sizes. According to Craig Borowski, Market Research Associate at Software Advice (2017):
The solution offers several features that organizations need to execute email marketing campaigns, as well as a drag-and-drop email builder, through which users can select professionally designed templates and can customize them for their own branded and unique emails.
Campaign Monitor’s tools enable users to customize and grow their email lists so they can target relevant contacts with relevant messages. The solution also provides real-time insights related to email performance and campaign activity.
Users can keep track of audience behavior and their engagement with emails, content sharing and effective action items.
Figure 17. Campaign Monitor Dashboard (Borowski, 2017).
Figure 18. Comparison of Salesforce Pardot, Marketo, and Campaign Monitor
Lessons Learned/Business Case
One of the most important things to integrate into your business right away is marketing automation software to drive online leads (Sheezer, 2013). Marketing automation software triggers a preset series of responses, including pdfs, downloads, attachments, links to videos, etcetera, when someone opts into your website, instead of just receiving the standard ‘thank you’ email. And based on actions people take when they receive your email, the next, appropriate response in the series is automatically triggered. With marketing automation software, there’s no need for constant follow up with clients or determine what info is right for them and send it because software analyzes the actions potential clients are taking, and automatically sends the necessary information to push them through your sales funnel faster than ever.
Why I Care
Regardless of the type of industry or company size, marketing efforts must be integrated into a business. For the group project, this information will be useful in determining which software to use for San Francisco Travel’s Ecosystem Marketing Hub. From the day-to-day marketing efforts to the logistics specific to the Sonoma County Wine Weekend, marketing automation systems are a key element for success. Professionally, I have used some of these systems and I have experienced firsthand how imperative it is to implement Enterprise Information Management Systems (EIMS) software application packages for Collaborative Marketing for each of the three key marketing management functions: Market Research, Campaign Management, and Customer Analytics to stay collaborative, competitive, and agile.
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