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1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne

Presentation by the First Place Winners of MINT (Marketing Intelligence) Consulting Case Competition Semester 1 (April) 2017, at The University of Melbourne.

Congratulations to Nicole Gonzales, Kaitlynn Gilchrist, Li Ting Chen, Amanda Tan and Celine Xin.

Proposal for SaaS company Elevio's marketing direction.

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1st Place WINNERS Consulting Case Competition for Elevio x The University of Melbourne

  2. 2. who are we? THE EMPTY COFFEE CUPS. Nicole Gonzales Bachelor of Commerce (Marketing and Management) Kate Gilchrist Bachelor of Commerce (Marketing and Management) Li Ting Chen Bachelor of Commerce (Accounting and Finance) Amanda Tan Bachelor of Commerce (Finance and Marketing) Celine Xin Master of Management (Finance)
  3. 3. one two three situation analysis our interpretation of the task proposed strategy four measurement and success
  4. 4. the situation  89% of customers get frustrated because they need to repeat their issues to multiple representatives  According to consumers, customer service agents failed to answer their questions 50% of the time  90% of customers say they have had poor experience seeking customer support on mobile  70% of the time, a decision to a customer query is made before the customer even contacts the company  AUS: Locals spent 143 years waiting in vain to speak to Centrelink in 2013-2014 and eventually hang up  US: 45% of consumers will abandon an online transaction if their questions or concerns are not addressed quickly CUSTOMER SATISFACTION & EXPERIENCE
  5. 5. the situation  51% of customers prefer to have self-service options available on a company’s website  50% of customers think it’s important to solve product or service issues themselves CUSTOMER EXPECTATIONS
  6. 6. What is elevio? 24/7 helpdesk Multi-channel helper Watchful patrol guard Easy, quick and convenient Budgeting for customer service? Hell no! Say goodbye to multiple tabs So… what does this mean?
  7. 7. elevio is the future By 2020 a customer will manage 85% of the relationship with an enterprise without interacting with a human (Gartner, 2011)
  8. 8. what you said IDENTIFY REACH ENGAGE refine and find key industries and people to target where and how do we target them? what mediums and channels are most effective?
  9. 9. target audience Tech Telco Networks Logistics Hospitality + Events
  10. 10. target audience B2B Decision-Makers (CIO, CFO, Senior Managers) Influencers (Analysts, Media, Company Researchers) Industries (Hospitality, Telco Networks, Logistics, Tech) SMEs/Large Enterprises US/UK/AUS
  11. 11. case study #1: OPTUS As shown in the chart, Optus consistently holds the crown as Australia's most complained about telco. Their solution: "To address these issues, we are increasing our in- field technicians and customer service staff, and ensuring we educate our front line and customers on their mobile usage.”
  12. 12. case study #2: DHL Problems: • Difficult for customers to differentiate similar services • Staff doesn’t know how to solve issues and keep passing the issue back and forth to one another Solution: • Elevio’s visualizer can be used to explain the features of the services provided • Staff can find answers in internal systems for customers faster with elevio’s help
  13. 13. our marketing objectives This then leads to:  Increase in revenue  Increase in customers • Loyalty and advocacy • Increase engagement rates (social media) • Increase lead generation (website, direct marketing) • Amplify brand awareness and reach
  14. 14. overview of our plan Short/mid term action plan: • Increase engagement with SME’s • Raise awareness and gain as much exposure as possible • Establish the brand identity and position within its field online and offline • Begin expanding to medium to large corporations • Attract more customers on the highest plan, or convert current plans to highest plans • Brand and industry establishment in the global arena Short term plan then feeds into/facilitates long term plan:
  15. 15. overall key message SMEs: Grow your business by offering great customer experience, minus the stress. #1 #2 Large Enterprises: Make a customer, not a sale.
  16. 16. timelinePERIOD1 GROWTH (SMEs) SOCIAL MEDIA • Increase engagement • Establish the situation of customer experience RESEARCH • Inserting ourselves in the conversation DIRECT MARKETING • Building our network period 1 period 2 period 3
  17. 17. timeline period 1 period 2 period 3 PERIOD2 TRANSITION (SMEs and Large Enterprises) SOCIAL MEDIA • Maintain interest of SMEs, start engaging large enterprises • LinkedIn Sponsored Content • Hop on a trend to stay relevant RESEARCH • Start pitching success stories to the media to establish reputation and credibility • Emphasize on the impact of customer experience on continued success DIRECT MARKETING • Further engage our current leads • Attract leads from larger corporations
  18. 18. timeline period 1 period 2 period 3 PERIOD3 RETENTION (Large Enterprises) SOCIAL MEDIA • Targeted company updates on LinkedIn • After-sales service reassurance RESEARCH • Submit informed opinion and insights on publications to build thought leadership reputation DIRECT MARKETING • Stay consistent with brand • Leverage connections to grow credibility
  19. 19. marketing channels Source: Bizible 2015 Marketing Channel with Greatest Impact on Revenue in Software and Tech Industry
  20. 20. tactics WEB CONTENT RESEARCH Visual Design & Content Video Production Blog LinkedIn Facebook & Twitter SEO Media Relations DIRECT MARKETING Networking Direct Mail Events & Expos Email Marketing SOCIAL MEDIA
  21. 21. WEB CONTENT 1. visual design & content 2. video production
  22. 22. visual design and content • 91% of buyers prefer visual and interactive content rather than traditional formats • 42% of researchers reported using a mobile device during the B2B purchasing process • Nearly 8 in 10 of consumers would stop engaging with content that doesn’t display well on their device • 89% and 88% of B2B marketers identify customer testimonials and case studies respectively as the most effective content marketing tactics Establish a clear visual hierarchy Balance text with visuals Minimize scrolling Improve mobile optimization Add page on customer testimonials Link blog to main menu Marketing Insights Report
  23. 23. video production • 86% of buyers want to see info about the company's products/services on its homepage • 62% of B2B marketers rated videos as an effective content marketing tactic in 2016 • 76% of companies say it has positively impacted marketing ROI • Including a video on your homepage can increase conversion rates by 20% or more • Cater to all types of learners • Demonstrating product features (portfolio and testimonials) • Establish oneself as a thought leader by emphasizing on the importance of a positive customer experience
  24. 24. video production How to market to catch people’s attention? Create a story, not a manual. The video pitch: “Elevio is incarnated as a helpful robot that goes around anticipating Man's needs, providing him with unexpected help. The purpose is to encourage viewers to form positive associations between the robot (mascot) and elevio.” Character 1: Robot Robot should look like an upgraded version of Wall-E, who embodies values of empathy, altruism and is well known. Character 2: Man A man who looks like a young tech professional.
  25. 25. video production Part 1: Showcase everyday situations that demonstrate the robot anticipating man’s needs. Part 2: Man uses elevio on his laptop to demonstrate the product’s capabilities. End sequence: Comic relief Extended chapters: Bob speaking multiple languages - showcase elevio's multi-lingual capability. Integration of Bob into image content.
  26. 26. SOCIAL MEDIA 1. Blog 2. LinkedIn 3. Twitter & Facebook
  27. 27. Blog Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) Focus on SMEs SMEs  Cutting costs, reducing load  Supporting growth through increase in engagement rates  Build thought leadership status Maintain interest of SMEs, start targeting large enterprises SMEs  Hop on a trend to stay relevant Large enterprises  Impact of customer experience on loyalty and sales  Sharing testimonials Mainly focus on large enterprises Large enterprises  Industry-targeted web- series showing elevio’s relevance in each identified industry  After-sales service reassurance • Identify and interact with potential customers to build network and gain insights • Share external relevant articles on the social media platforms • Share any company news • Educate businesses about evolution of customer experience
  28. 28. LinkedInA place for engagement, building connections and gaining insight i. Fortune 500 companies most-used social media platform, 40 million B2B decision-makers ii. 50% of LinkedIn members report they are more likely to buy from a company they engage with on LinkedIn iii. 45% of B2B tech marketers have acquired a customer directly from LinkedIn iv. 89% of B2B marketers say blog posts and case studies are the most effective on LinkedIn v. Companies that blog 15 or more times per month see 5x more traffic than companies that don't blog Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Share ALL blog articles on elevio’s LinkedIn page • Produce new content • Various campaigns through LinkedIn Sponsored Content, updated bi-weekly • Targeted Company Updates
  29. 29. Twitter & Facebook • Only 30% of B2B marketers say Facebook is effective for B2B marketing • However, the average decision-maker uses Facebook 18 days a month, compared to 13 for LinkedIn • 1 in 4 decision makers said Facebook would be their social channel of choice • 89% of B2B marketers say videos are most effective on Facebook • Over 288,000 CEOs use Twitter to connect with customers, develop influence and show thought leadership • 366,000 start-up founders are on Twitter • 99.9% of tech journalists use Twitter • 43% of business decision-makers use Twitter to discover new products and solutions Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Share scheduled blog articles through hyperlinks with short descriptions • Convey content through infographics and attach relevant videos • Create a list for each industry to gain insights Considering the difference in their tone, we should also: • Go behind the scenes • Share fun facts & rich media
  30. 30. RESEARCH 1. search engine optimization 2. media relations
  31. 31. search engine optimization What do we want? • Be part of the conversation early on and throughout their searching. • Responsive website with great content The most important question is not: “What shows up when you search for elevio?” It is: “Will elevio be shown when relevant keywords are searched?” • 35% of B2B buyers were most likely to begin researching work-related purchases on search engines • 71% of B2B researchers start their research with a generic search • B2B buyers are already 57% through the decision process before they perform an action on your site
  32. 32. media relations 14 million56 million • 87% cite traditional media as being just as important as social media in the purchasing decision making process • 71% of the decision makers highly value earned coverage about vendors they are considering • 50% of decision makers would like to see more impartial and independent commentary • Over 60% of UK and US decision makers look to industry analysts as a primary source of information 20 million 85 million Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) • Exposure and growth • Pitch to the media in general about product features and how it helps SMEs grow • Pitch insight on customer experience Result: • Educating the public about current market situation • Strengthen current media relations • Share success stories • Emphasize on the impact of customer experience on continued success Result: • Continue to become more credible and recognised • Natural growth • Begin writing for important and recognized media outlets Result: • Have the authority to speak about this topic Driving credibility, knowledge and education of customer service
  33. 33. DIRECT MARKETING 1. Networking 2. Direct Mail 3. Events & Expos 4. Email Marketing
  34. 34. networking Purpose of networking: 1. Lead Generation 2. Conversion Period 1 (Growth) Period 2 (Transition) Period 3 (Retention) SMEs • Events • Cold calling • Email marketing post events • Begin building lead base SMEs • Already have a lead base • Marketing automation to stay relevant • Further engage current leads Large Enterprises • Attract leads from larger corporations Large Enterprises • Stay consistent with your brand • Leverage connections to grow credibility • Direct mailers to those who matter
  35. 35. direct mailers Utilize press kits Primary purpose of press kits: • Address questions from media, investors, potential clients etc. • Impact on perception of brand • Credibility • Average direct mail response rates (3.7%) dramatically outperform response rates for direct digital channels (0.62 %). • B2B company example: Salesfusion saw 15-20% conversion rates from its “three-dimensional” direct mail campaigns.
  36. 36. events and expos There are many to choose from, let us narrow down your choices: • Technology Start-ups LinkedIn Professional Group • Software & Technology (1.7 million members) • Software as a Service (78,000+ members) SaaStr Annual •International •7-9 Feb 2018 •San Francisco, US •Biggest event targeted to SaaS - 20,000 SaaS Founders, VCs, Execs Technology + Gadget Expo (TGE) •National •19-20 August 2017 •Melbourne Convention & Exhibition Centre
  37. 37. automated email marketing • $1 invested in email marketing initiatives yields roughly $44.25 return for marketers • 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact • 75% of companies using marketing automation see ROI within 12 months, 44% within 6 months • Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads Right audience at the right time How? • Run engagement marketing campaigns to target leads at the right time • Trigger emails to send based on visitors’ behaviors • Personalize emails • Engage throughout customer lifecycle streamlining, automating, and monitoring marketing objectives E.g. Campaign Monitor, Autopilot
  38. 38. budget Breakdown Costs Video Production $0 $0 Marketing Automation $9-$20/month for annual plan $86-240 Direct Mailers a) Printing = $0.4 b) USB= $2 c) Customized stress ball = $2 d) Box = $1 = $5.40 $5.40 x 500 = $2,700 LinkedIn Sponsored Content $2-4/click $30,000 Expos a) Pull out banner (200cmx80cm) = $100-200 b) Exhibition display stand = $3,000 - $7,000 c) Space (3x3ft) = $800-$2,500 $3,900 – $9,700 Networking $0-900 (two days) *Transport costs not included $0-900 Average Total Cost - $40,113
  39. 39. thank you