This presentation is about trends in the IT buying process.
Customers are 60% down their buying cycle before contacting you. 70% of the customers buy even without your Sales involved. What channels does the IT decision maker consult before taken a decision? Where does the IT customer gather his information ? And what are the GO DO's for the Microsoft Partners in their Marketing.
3. More than 4,5 billion people are empowered to share their
opinions, wants, and needs like never before.
44%of consumers complain
via social media.
4. 20%expect a response within
1 hour via social media.
The social customer also expects an unparalleled level of
service.
5. Everyone is connected, everywhere, all the time
>4.5 billion
people on social
>6.8 billion
on mobile
>400 million
tweets per day about product,
services, and brands
150
average number of times a
person checks their phone
each day
6. Likes…
Every touch point matters
Search…
References…
Reputation…
Reviews…
Engagement…
Service…
Shopping…
Ads…
8. Decisions are made before you can even engage
Customers are
57%through the sales cycle
before they talk to you
70%Of Buying process
complete without
sales *
* http://partnersinexcellenceblog.com/70-of-buying-process-completed-without-sales-invovlement/
9.
10.
11. CRM
Database
Complexity destroys great customer experiences
eCommerce Platform
Cross-channel
Experience
Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media
Marketing
Conversion Point
Optimization
Email
Marketing
Content / Nurture
Marketing
Ad Networks
SEM / PPC
Marketing
Automation
Retention
Programs
Cross- / up-sell
Campaigns
Revenue
Performance
Analytics
Social
Listening Community
Manager
Web Content
Mgmt
Email
Marketer
Social
Marketer
Business
Analyst
Ad
Agency
SEO/SEM
Agency
CMO
12. CRM
Database
Challenges of the CMO today
eCommerce Platform
Cross-channel
Experience
Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media
Marketing
Conversion Point
Optimization
Email
Marketing
Content / Nurture
Marketing
Ad Networks
SEM / PPC
Marketing
Automation
Retention
Programs
Cross- / up-sell
Campaigns
Revenue
Performance
Analytics
Social
Listening Community
Manager
Web Content
Mgmt
Email
Marketer
Social
Marketer
Business
Analyst
Ad
Agency
SEO/SEM
Agency
CMO
FRAGMENTED
marketing plan
Advertising
SILOS
Marketing & sales
CHASM
INCOMPLETE
channel engagement
MISSING
marketing insights
INABILITY TO INNOVATE
on customer experience
13. CRM
Database
Complexity for CMOs
eCommerce Platform
Cross-channel
Experience
Consistency
Campaign
ManagementWeb
Analytics
Creative Design
Lead
Management
Mobile
Marketing
Social Media
Marketing
Conversion Point
Optimization
Email
Marketing
Content / Nurture
Marketing
Ad Networks
SEM / PPC
Marketing
Automation
Retention
Programs
Cross- / up-sell
Campaigns
Revenue
Performance
Analytics
Social
Listening Community
Manager
Web Content
Mgmt
Email
Marketer
Social
Marketer
Business
Analyst
Ad
Agency
SEO/SEM
Agency
CMO
Awareness
29. ANWERS TO THE FOLLOWING QUESTIONS
MEASURE DISPLAY ADS – QUALITY ASSURANCE
HAVE THE IMPRESSIONS BEEN IN
VIEW ON THE USER’S SCREEN?
HAVE THE IMPRESSIONS BEEN
DELIVERED?
DOES THE REACHED
AUDIENCE MATCH
THE TARGETED AUDIENCE?
HAS THE ADVERTISER’S BRAND
NAME BEEN IN VIEW?
WERE THE IMPRESSIONS IN VIEW
LONG ENOUGH TO CONVEY THE
ADVERTISER’S MESSAGE?
SHOWING TRUE VALUE OF EACH
IMPRESSION!
DID THE IMPRESSIONS
CONTRIBUTE TO CONVERSIONS?
ON WHICH URL WERE THE
IMPRESSIONS DELIVERED?
40. Bing
February 2011 – incorporated Facebook likes
into search results
May 2012 – added social side bar
Bing SEO Guidelines on social media:
influence > sharing > positive signal to Bing
Google
June 2011 – launches Google +
Now including G+ results in SERPs
75% adoption by top 100 brands
41. • Search has become the one stop information shop
• Display ads drive Tech product research
• Content marketing highly valuated and used during the buying process
• Mobile : Customers rely on 24/7 connectivity with their mobile device –
Get Mobile ready
• Video is educational and informative, not just entertainment
• Social Media impacts your SEO. Get Social !
42. • Search – Invest ongoing in SEO and SEA ongoing
• Display ads – Important to create awareness; Critical note on delivery
• Content marketing – Start building a content & nurture marketing
strategy
• Mobile search - Get your website mobile ready (tablets, mobile), and
optimize on mobile SEO and SEA
• Video – Start using Youtube, and post different content type of videos,
depending on the audience and sales stage
• Get Social – Start using the largest impacting social media channels
(Facebook, Youtube, Linkedin, Twitter, Google+, Slideshare, Pinterest)