Avtex introduces the new role of the marketer and the focus on technology.

1. Eric Raarup
Chief Marketing Technology Officer, Avtex
Mike Peterson
Marketing Manager, Microsoft
June 12th, 2013
The Intersection of
Technology and Marketing

2. Agenda
• Introductions
• Key trends impacting marketing
• The Intersection of Technology and Marketing
• Q/A
• Happy Hour

3. Goals for Today
• Discuss the key trends impacting marketing
• Understand the evolution of marketing and the role technology
plays
• Showcase the Microsoft technology landscape for marketers
• Dialogue

4. A little bit about Avtex

5. Our mission is to use our technology know-how
to enable our clients to deliver an exceptional
experience to their customers
CXTech Know-How Clients Customer Experience

6. The Integrated Customer Experience
It’s about crosschannel
It’s not about multi channel
PortalsVideoSocial Next
. . .
Interactive
Voice
Response
IVR

7. Avtex 360
Integrated
Customer
Experience
Technology
Solutions for
every Point of
Interaction
Breadth and Depth

8. On to the show

9. Marketing and Technology
Like Chocolate and Peanut Butter

10. The New Role of the Marketer
The Intersection of Marketing and Technology

11. Trends impacting marketers today
Mobility
1billion
smartphones by
2016, 350M of
those being used
at work
Social
82 %
of the world's online
population engages
in social networking
Cloud
50 %
of enterprise
customers
are “on the road”
to cloud
Data
1.8 zettabytes
of digital data were
in use worldwide in
2011, up 30% from
2010.
Content
top10
Content
marketing is on
many marketing
leaders top 10
Capture Nurture Analyze
EnableManage
Our Focus Today:
Demonstrating how
technologies from Microsoft
can help you be an effective
marketer

12. The Technologies of a Marketer Email Optimization
Email Service providers
Sales automation
Marketing Automation
DB Marketing
Social Marketing Management
Data warehouse
Marketing Data
Landing pages
SEO
Content Management Systems
Community
Translation
Feedback / Surveys
Payments
Advertising
Mobile Web
Social Login
Gamification
Video
DAM
Analytics
More

13. Marketing with Microsoft
An ecosystem of solutions for marketing
State of the State Services / Strategy
Add-Ons
Core

14. Microsoft Dynamics CRM
The Core System for Customer / Prospect Information
Cases
Incidents
Ticket Mgmt
Queues
More
Campaigns
Marketing lists
Email
Literature
More
Accounts
Contacts
Leads
Opportunities
More

15. Sales Force Automation with Dynamics CRM

16. Service Management with Dynamics CRM

17. Marketing Automation with Dynamics CRM

18. ClickDimensions
Marketing Automation Add-on for Dynamics CRM
Web Tracking
Campaign Tracking
Landing Pages
Email Marketing
Social Discovery
Drip Marketing
Lead Scoring
Form Capture
Search/Advertising
API (with Event and eCommerce Tracking)
Surveys
Subscription
Management

19. Driving revenue through web-to-lead
conversion by connecting CRM with your
website to track and convert visitors1.www
Web tracking Anonymous/Known Convert

20. Goal: Improve ROI from website
• Requires integration between website and backend systems
• Ideally capture information in CRM to build out profiles
• Track / score leads based on activity on the site
Turn web visitors into marketing qualified leads (MQL)

21. Web to Lead
Converting anonymous web visitors to leads
Self IdentifyAnonymous Visitors IP Organization ConvertAnonymous Visitors Self Identify
?
?
?
✔
✔
✔

22. Use Case
Contact Us Form on Website
The submission of this form
– Automatically creates a
lead (or updates a contact)
in CRM
– Automatically associates all
anonymous browsing
history (site visits / page
views) to the lead or
contact record

23. Leveraging ClickDimensions Web Tracking in CRM
Capture every view and visit

24. Convert from anonymous to known
Leveraging ClickDimensions online forms for Call To Action (CTA)

25. Summary: Web to Lead
• Integrating website to Dynamics CRM can
improve lead process
• Scoring leads can drive activities for follow up
• Providing intel on web activity can help qualify
lead for sales

26. 2.
Align a content marketing strategy through lead
nurturing automation to capture mindshare
and convert suspects to prospects
Content Targets Nurture

27. Goal: Leverage content marketing for nurture
• Drip content to target prospects
• Track effectiveness based on stats
• Hand off to sales at the right point
Nurturing with content can help build brand / leads

28. Drive awareness in areas of suspected interest to a prospect
using a 3 step email nurture program over a period of (n) days
Lead Nurturing Concept
Email based approach
If engaged, then becomes MQL and goes to sales
Prospect
Determine
Persona
Initiate
Nurture flow Email 1 Email 2 Email 3
Disqualify
Email 1: Example: Analysts perspective / research
Email 2: Example: Customer case study
Email 3: Example: Our recommended approach

29. Lead Nurture Workflow

30. Summary: Lead Nurture
• Lead nurturing can play key role in content
marketing strategy to get key content into hands
of prospects
• Once workflows are defined they can be run on a
lead
• Easily qualify / disqualify based on actions

31. Gain better insight into your customers by
visualizing information from multiple systems3.Data Social Analyze

32. Data … Big Data
80%growth of
unstructured data is
predicted over the
next five years.
1.8 zettabytes of
digital data were in
use worldwide in 2011,
up 30% from 2010.

33. Key challenges with growth of data
• More challenging to manage
• More challenging to analyze and make decisions
• Not just databases you own … social is a big driver of data
growth
More and more difficult to gain customer insight

34. Mr./Ms. Marketer … Meet Excel 2013
Visualizing and Analyzing large volumes of data
Excel 2013
PowerPivot
Analyze millions of rows of data
PowerView
Visualize info quickly in multiple ways

35. PowerView

36. Demo

37. Key challenges with Social
• Monitoring what is being said about your brand
• Multiple Channels
• Gauging sentiment across social media channels
Moving target can be challenging to staff

39. Social Analytics / Sentiment
Netbreeze

40. 4.Deliver relevant content to the sales team
leveraging system integration and mobility
Content Mobile Easy to Use

41. Goal: Closing the gap between sales and marketing
• Managing the source of truth
• Getting into hands of the sales team
• Dealing with multiple formats / devices
Content and Mobility can enable the sales team to never
miss an opportunity

42. Our Challenge
Years of project history spanning over 500 customers
Have we done a project like XYZ before?
Who has the following skills?
Do we have any examples of
a project like XYZ?
Solutions span multiple technologies,
scenarios, industries and skill sets
Multiple systems in use
… Connecting the DotsLost Opportunity • Time Wasted • Duplicate Efforts

43. Leverage Existing Data / Systems
Integration is the key
Person
Project
Customer
Project Type
Industry
Skills / Tech
Asset
Asset Type
CRM
SharePoint
GP
Docs
Data
Data

44. Windows 8
Leveraging a familiar platform for new apps

45. Mobility

46. It’s a Mobile World
(Source: Pew Research Center, 2012)
By 2014, mobile internet is predicted to
take over desktop internet usage
55% of mobile owners access mobile web
(Source: Microsoft Tag, 2012)

47. Mobility
A Continuum of Options
Web
Web based approach to
mobile app dev. / deploy
Pro
• Time to market/releases
• Leverage skills
• Cross platform
• Lower cost
• Centralized
Con
• Potential performance
• User experience
• Not an app in store
Hybrid
Native “shell” with
embedded HTML web
application
Pro
• Cross platform
• Native experience
• Access to onboard
resources
• Lives in app stores
Con
• Adds time / cost
• Code bases
Native
Fully native mobile
application
Pro
• Performance
• Native experience
• Lives in app stores
• Onboard resources
Con
• Adds time / cost
• Multiple code bases
• Increased support
• Slower release cycle

48. Mobile Technologies
Understanding the technology optionsTime/Cost
Features
Native
Hybrid
Web

49. The Web needs to Respond
Respond
Respond
Respond

50. Responsive Design Example
Tennant Company: Public Website Built on SharePoint

51. 5.
Allocate resources effectively and gain insight
about campaign effectiveness across multiple
channels
Planning Spend Mgmt Project Mgmt

52. +
MarketingPilot brings strong Integrated Marketing Management
(IMM) capabilities to the Microsoft Marketing toolset with a
focus on resource and spending management plus integration
with Dynamics CRM

53. MarketingPilot
MarketingPilot brings a new level of marketing functionality to Dynamics

54. Marketing 360

60. A look ahead

61. MarketingPilot Webinar
• Get real-time insight into campaign spend and
marketing budgets
• Align sales and marketing
• Foster collaboration between teams
• Improve forecasting
• Drive marketing productivity
• Improve marketing execution
June 18th
12:00 Central
Register here

62. Thirsty?

63. CRM Awesome
www.crmawesome.com

64. A Great Blog to Follow
www.chiefmartec.com
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65. Thank You!