Marketing Automation is What Your Business Needs – Right Now

$25 billion! If you are not part of this spend chances are your competition is! An April 2018 report from global research agency Forrester concluded:

‘As digital marketing complexity increases, more marketers are embracing automation tools to improve efficiency and speed to market. In our first Marketing Automation Technology Forecast … we expect global spending on marketing automation tools to surpass $25 billion by 2023, implying a 14% annual growth rate.’¹

Personalisation, reactivity, relevance: words like these get thrown around a lot in marketing today. The reason: giants like Google, Facebook, YouTube and Amazon are changing what customers – including yours – are coming to expect from their daily digital experiences. Gone is the one-size-fits-all approach to marketing. In its place: relevance and reactivity – with a high degree of personalisation.

The Forrester report highlighted:

1. Spending on marketing technology is increasing – 55% of global marketers planning to increase their expenditure on marketing technology in 2019.
2. Personalisation enhances customer experience. More than that, it is now the norm:

‘Customers reward firms for personal, relevant, and value-added individualized experiences. As personalisation becomes the standard, consumers now expect this level of engagement across channels and digital touchpoints. Marketing automation technologies can help marketers scale their personalisation efforts.’

Slick, speedy, insightful and intelligent, top-tier marketing automation tools are remaking how marketers both reach and talk to their customers.

What is marketing automation exactly?

At base, marketing automation is a customer relationship management (CRM) solution that allows companies to run massive marketing campaigns with ease. No mess. No fuss. No unnecessary admin. More than that, marketing automation means companies can track and nurture leads at the touch of a button, sync customer information into a centralized hub and reach prospects in new, tailored, automated ways.   In a nutshell: gone are manual processes. Ditto for misaligned marketing and sales goals. In their place is a single solution that handles all elements of the marketing process, leaving marketers free to focus on the creative and relationship-based elements of their roles, not the admin burdens.

What can I do with a marketing automation tool?

It’s all about accuracy and ease. Marketing automation covers:

• Social marketing
• Landing page creation
• Campaign management
• Prediction and scoring
• Lead management
• Social marketing
• Email marketing

More specifically, marketing automation is about:

• Reaching out to prospects – With automated, customized messages across email, web, social media, and text.
• Qualifying leads – Understanding where customers are in the purchase journey, and providing relevant information.
• Suggesting the right products at the right time – By storing purchase histories, customer information and methods of contact, marketing automation means customers receive relevant suggestions – not the same old shot-in-the-dark product recommendations.
• Information sharing between marketing and sales – By sharing insights gathered during the marketing process with sales teams, the entire organization becomes more reactive, responsive and attuned to customers’ needs.
• Running multichannel marketing campaigns with ease – Marketing automation allows organisations to set up orchestrated email marketing, web landing pages, webinars, phone calls, events and more.
• Leveraging the power of social media – More and more of our time is spent on social media channels. Marketing automation helps companies not only build up a robust social presence, but source new leads, and engage meaningfully with prospects.
• Hand over sales-ready leads – Marketing automation allows companies to identify which leads are ready for sales engagement, with lead scoring and sales readiness grades.

Customer journeys are the sum of individual personalized experiences with a brand. With marketing automation, companies can tailor every interaction based on customer data to create resonant, seamless journeys through every brand touchpoint.

Upping the upside

The benefits of marketing automation are many, but here’s a snapshot:

• The ability to both automate and streamline the segmentation process to find the right audiences rapidly and at scale.
• Messaging and landing pages are tailored automatically using customer profiles.
• Creating relevant and personalised experiences becomes possible, with a few simple clicks.

A great marketing automation tool’s other great feature is what it lets marketers know about campaign performance. Integrated analytics allows companies unprecedented insight into how their campaigns are performing. Meaning ROI is never murky, and the result of campaign spending is always crystal clear.

The sum-up

With marketing automation, companies can effectively and meaningfully connect with customers through their purchasing journey, no matter how far along they are, be it acquisition or advocacy.   Providing great, relevant content to customers in the way they prefer not only drives sales, but helps turn prospects to brand advocates.

Best of all, it’s automated. And happens in a snap.

Do you want to learn more about marketing automation? Read what our marketing automation solution offers you.

References 

1 https://go.forrester.com/blogs/global-marketing-automation-spending-will-reach-25-billion-by-2023/

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The Future of Field Service is Here

In place of a call from a customer for servicing or repairs – an automatic, detailed notification from the machine itself. Manual updating? Not any more: inventory changes reflect on their own, in real time. Diagnosis by a technician? How about machines that self-diagnose.

This is field service enabled by the Internet of Things futuristic, but it’s far from it. In fact, more and more organisations are beginning to adopt IoT technologies. The results are enhanced efficiency, lowered costs and the one-touch approach to business more and more customers are coming to expect.

IoT and field service: from first steps to the future

As early as 2015, Kevin Ashton, who founded the Auto-ID Center at the Massachusetts Institute of Technology, noted at a European customer service conference that field service management was the first industry being transformed by IoT. In fact, IoT is considered by many to trace its origins precisely to field service applications.

So, what are the benefits of embedding IoT technology in a field service business? Here is some food for thought.

Another miscommunication? Answer: automation

Your customers aren’t mechanical experts. Nor should they be. However, when something goes wrong, your customer isn’t always able to provide a clear description of the problem, or what needs to be done.

The result: delays and frustration, technicians dispatched with the wrong parts, or no need for a dispatch at all.

With IoT, however, issues are instantly clear – because reports are generated automatically by intelligent software. This means problems can be isolated instantly and addressed efficiently.

Consider the following scenario. A customer phones in because a piece of equipment has stopped working. He says that a certain part is definitely to blame. A technician is dispatched, carrying just that part. After arriving, it becomes clear that the problem lies elsewhere. Another component is needed – one the company doesn’t happen to have in stock. The customer becomes frustrated – he’s losing business every moment the machine is out of service. The technician is in an awkward position too – the best she can do is return with the right part in a few days’ time. In the interim, the customer has sought the help of a competitor.

With IoT-enabled devices, this situation never need arise.

Inventory, meet insight

Consider a twist on the above scenario. Ever run out of a part you could have sworn was in stock? Ever promised a customer a fix using just that part? With IoT-connected devices, this problem becomes a thing of the past, because the system sends out a signal when new parts should be ordered.

Moreover, technicians can get a view of company inventory instantly, even if they’re in the field. The result is an end to well-meaning but empty promises. It also means companies never over or under order, optimising warehousing.

Know thyself: Self-diagnosis means fewer unnecessary call-outs

IoT devices understand themselves. Meaning? They can self-diagnose, and report on their performance. By isolating specific faulty components and monitoring overall system operation, AI gets to work locating the root cause of issues being experienced.

The result is a reduced need for in-person visits by a technician, saving time and money. It also means that when a technician does need to be dispatched, the right part is always in-hand.

Future shock?

For many, the capabilities of IoT-enabled devices still seem a little futuristic. Moreover, a business-as-usual mindset may lead to a reluctance to change. In the unlikely event that a company has a total monopoly on the market, it’s true – there’s no need to change, as customers simply have to use that firm’s services, no matter the quality.

However, for most businesses, steep competition is a reality. Meaning: companies are always looking for ways to do things faster, better and more cheaply and turn to the providers best able to meet their needs. And if there isn’t a competitor yet, new technology is making it easier for companies to enter new markets – and quickly.

Where to?

Many companies quick to adopt the new digital capabilities that began to emerge in the early 2000s reaped the rewards. That opportunity for first-mover advantage is now playing out again. Field service companies that get on board with IoT-enabled tech today may be poised to stand out from the rest of the field in a big way.

Want to find out more? Have a look at an IoT-enabled field service solution that’s tailored for you.

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6 Ways Technology Can Supercharge Your Sales Process

1. Improved Forecast Accuracy 

2. Opportunity Management

When you’re able to track your sales opportunities and keep a close eye on your pipeline, you always know when to take action to accelerate certain deals. Dashboards can provide a complete view of sales performance, allowing you to monitor close rates and see how your sales team are tracking towards their individual targets.

3. Activity Management

Admin saps critical time that could be spent on selling. By streamlining the back office, you free up time and resources that could be far better spent. The right tools allow emails, phone calls and appointments to be tracked at the click of a button. Customers and prospects can also be kept in the loop, with updates made from any device.

4. Single View Of A Customer

Personalisation is everything. In fact, customers have come to expect tailored interactions. With the right tools, even complex account hierarchies can be displayed in a single, simple graphic. Customer information can be shown with a history of every interaction. This allows salespeople to really connect with clients. Tailoring gets a further boost when you’re able to send targeted marketing information and shape interactions around your customers’ specific needs.

5. Mobile Sales

Forgetting files at the office becomes a thing of the past with mobile sales solutions. All your customer data is at your fingertips – on your phone, tablet or laptop. Better yet, new data can be automatically synced across all team members’ devices, ensuring everyone is always working with the latest information – whether you have internet access or not. Then there’s the final benefit: productivity goes up when you can work from anywhere.

6. Sales Reporting

When you understand your customers, you can build stronger relationships. By analysing sales data, you can learn how your customers act, turning data into key insights. Then, you can move from the big picture to the finer detail. By drilling down into underlying reports, you can see the impact of your sales efforts first hand. The ability to generate reports on salespeople, contacts or accounts on-demand can drastically reduce managerial headaches.

The Wrap Up

So – now you’ve got the low-down, here are two final pieces of the puzzle. First, your customers are often way ahead of you. Statistics show that customers are 57% of the way through the buying process before they even start talking to a supplier [1]. That means that to be – and stay – relevant, you need as much information as you can going into the sale. That information needs to be easy to understand and available at the touch of a button. Second, by increasing the time you spend on the sales process itself, you can leapfrog your competitors. According to the numbers, reps spend more than 67% of their time on non-selling activities [2]. With tools such as LinkedIn Sales Navigator and Microsoft Dynamics 365 for Sales, you can not only up the time you can spend talking to or meeting with customers, but better understand the market you’re operating in. This means the ability to offer your customers reactive, personalised service. All of the above combined can mean that critical edge over the competition.

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Never lose a prospect? What lead nurturing can really deliver

The sales and marketing funnel is all about conversion. Curious prospective buyers enter at the top and happy customers exit at the bottom.

But what happens when your funnel looks more like a sieve?

By certain estimates, as many as 8 out of 10 marketing leads fail to convert. Other stats focus on buyers’ readiness. By some calculations, only half of the leads are ready to buy.

However, by simply implementing a few intelligent, tried-and-trusted tools and techniques, it’s possible to:

• Convert more leads
• Source higher-quality leads
• Significantly shorten the sales cycle
• Boost revenue

Which is exactly what today’s leading companies are doing with nurture campaigns.

From generic to genius

It’s the age of the individual. Today’s customers won’t settle for generic content and messaging. They want to be met on their own terms. They want to know their custom is valued. They want to be treated as an individual. To have their unique tastes and preferences catered to.

More than this, they want to feel that the company whose products or services they’re buying is engaged and aware of how they want to be treated.

It’s a reciprocal relationship. And it’s the foundation of long-term business and repeat customers.  

Building that kind of relationship takes time. It involves creating awareness. It centres on emphasising knowledge and expertise. It hinges on openness to answering questions and dispelling lingering doubts. Finally, it’s about onboarding new, quality customers likely to buy again and again.

Why you need to nurture – hint: it’s about connection

Every day, each of us is swamped with messages from companies trying to catch our attention.

Hey you, buy this!

What about you, sir? Madam? Look at this amazing product!

How can you imagine life without Product X? Product X will change everything!

What happens when we’re exposed to something over and over? Our brains begin to screen it out, so we can focus on other (more important) things.

Think about the way you stop noticing the background noise in a restaurant, so you can listen to the conversation at your own table. Or the way you forget about your breathing – until someone reminds you about it, that is.

Here’s the thing: every day, consumers are subject to the same marketing background noise. And after a while, it’s all the same, over and over, so people just filter it out.

From Noise to ‘Notice Me!’

Is there a way to craft a message that’s listened to? To be the single voice customers hear above the marketing noise?

The answer simple. Yes.

How?

1. Have a great product or service
2. Connect meaningfully – and personally – with prospects.

Enter the nurture campaign.

It’s a journey, not a pit stop

Unlike regular, once-off marketing campaigns, nurture campaigns are repeated exposures to your company and its products/services.

From establishing thought leadership to introducing positioning, the aim of a nurture campaign is to help a prospect evolve from an explorer or discoverer of company and its capabilities to a decider and finally – a buyer.

The best lead nurturing campaigns ensure that as many qualified prospects as possible end up as buyers.

How? By keeping prospective customers interested and engaged. By avoiding information overload. By making sure marketing messages are highly personalised – tailored not only to who the prospect is, but where they are in their buying journey.

How the right CRM system helps companies build amazing nurture campaigns

It all starts with prospecting and the lead. From there, it’s about qualifying and – when a buyer begins to get warm – accelerating their journey. Email and content marketing are the cornerstones, but keeping it personal is the key. Moreover, focusing efforts where they’ll yield the most returns – with intelligent lead scoring – is what it’s all about. Then there’s getting the timing just perfect – approaching prospects at a time that they’re most receptive.

The key to unlocking these capabilities is using the right technology. Managing an effective lead nurturing programme – on a massive scale – requires the right data and the right systems. Automation is critical. As is intelligence.

Dynamics 365 delivers all this and more. Find about more by seeing how our marketing solutions enable incredible, personalised lead nurturing.

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How a CRM Solution Can Fix Your Sales Forecasts

When forecasting – for the month, quarter or year – accuracy is everything. Boards, company management and shareholders all expect solid, reliable numbers. They’re a guide to how well the company knows itself – and how dependable its pipeline is.

At the same time, below-par projections leave no one smiling. Submit a less-than-fantastic forecast and you’ll need to explain those lacklustre numbers.

Particularly for publicly traded companies, accuracy and impressive projections are the key one-two punch. When a public company’s actuals fall even a couple of percentage points short of predictions, analysts begin to penalise, shareholders start to doubt and boards begin to grumble.

Exceeding expectations?

Of course, historic sales figures are an unavoidable benchmark. That one massive high will forever be remembered. Past performance doesn’t guarantee future returns – but it certainly sets an expectation.

However, boards and managers begin to lose trust when forecasts are consistently overstated. At the same time, understated forecasts imply a happy surprise – but a surprise nonetheless. In business, certainty rules the roost.

How do you deliver? With CRM.

A great CRM solution makes sales forecasting easy and accurate. Gone is the guesswork. And gone are the sweaty palms that come with uncertainty.

More than this, by allowing a company to engage meaningfully and personally with customers, it’s easier to build strong client relationships with CRM. The upshot? Selling becomes easier – and sales more predictable.

At the end of the day, forecasts are not only more reliable, they’re more impressive too.

The Fantastic Forecast – Here’s how a CRM solution makes it a reality

Every moment of every day, managers need to know how sales are going. Are targets being met? Are salespeople performing at their best? Are deals in the pipeline coming to fruition – or are prospective buyers pulling out along the way?

With a good CRM, real-time analytics, critical sales information like this is available at the touch of a button. Moreover, with predictive insights, there’s a window into likely sales scenarios and deal outcomes.

Accurate as-of-right-now forecasts also allow managers to take action. By setting team goals, monitoring outcomes and providing real-time coaching, forecasts become part of an active feedback loop – they turn into a ‘live’ number. This puts an end to the black box effect. Effort in becomes measurable in results out. This equals not only stronger forecasts, but more control – and control is key for forecast accuracy.

CRM solutions give sales forecasts yet another boost. One that comes from data-based insights into how customers think. Great CRM solutions take huge volumes of information and distil it down into informative – and often surprising – insights.

How do your customers want to be engaged? Could the way you interact be more personalised? More relevant? By understanding how your customers think, and what they want, it becomes possible to better engage in future. The result: improved – and more predictable – conversion rates. Sales forecasting gets a boost on both fronts.

A final forecasting fire-up comes with speed. Fast analyses mean fast figures and fast answers. Needing to wait for the numbers slows down decisions – it may also cast doubt on them – forecasting that’s not automated is both prone to error and a major time-sapper. With at-a-glance dashboards and contextual charts providing instant insight, you boost precision, speed and trust.

No more subjectivity, no more stories

A sales director’s reputation can be made – or destroyed – by their forecasts. Often-wrong forecasts cast doubt on competence. Yet, it can be a real challenge to tease out hard reliable data from salespeoples’ subjective assessments of how things are going.

Forecast reviews often start with a story. A story about why a certain deal is a sure thing. About why another has started to fall through – inexplicably – but why the next one won’t. We’re all loaded with subjective biases. We often overestimate our abilities. We also misattribute causes and effects. Managers needing to put together an accurate team forecast out of all the subjective noise face a mammoth task.

It’s an unnecessary headache. With a Sales CRM solution like Microsoft Dynamics 365 in place, forecasting becomes rapid, accurate and automatic.

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Gartner 2018: Microsoft No.1 for BI & Analytics

Microsoft’s been innovating in analytics and business intelligence for a long time. However, Gartner’s 2018 BI and Analytics report ranked PowerBI as the no. 1 product in terms of both vision and the ability to execute. This put Microsoft ahead of 10+ niche tech firms. But it also put it well beyond the established big players, including SAP, SAS, Salesforce, Tableau and IBM.

2018 Gartner Magic Quadrant for Analytics and Business Intelligence Platforms*

Why is this so exciting? The top spot in Gartner’s Magic Quadrant for Analytics and Business Intelligence Platforms can be claimed only by a company with huge amounts of both vision and grit. A company that can see the future – and then make it happen. For real.

It’s no big surprise. For 11 consecutive years, Microsoft has come out as a leader in the Gartner rankings. And for 3 of those, it has claimed the spot for having the most complete vision of in the BI and analytics space. All testament to the calibre of Microsoft’s global leadership and unceasing drive for innovation and excellent execution.

What is Power BI?

At its core, Power BI is a suite of business analytics tools to analyze data and share insights. The technology enables decision makers to monitor their business and get answers quickly with rich dashboards available on every device. It’s built on the same data model as Office 365 and Dynamics 365 so it has deep integration there, but it also has hundreds of data connectors, making it very simple to bring in your data and start giving you the insights you need.

The Magic of Microsoft

Hundreds of thousands of businesses are already plugged into Microsoft’s BI solutions. And the reasons include everything from cost-effectiveness (the professional license is only $9.99/user/mth and is often bundled in many Office 365 plans) to how comprehensive the end solution truly is.

It’s also great for multinationals with offices across the globe – Microsoft guarantees great performance and security everywhere in the world.

Check out the experiences of some of Microsoft’s major clients:

“We use Power BI in Office 365 to turn data into insights, so we can ensure our place in the future of the luxury car industry.” 

– Andrew Palmer, Chief Executive Officer, Aston Martin

“With Office 365 E5, we’re delivering an intelligent workplace, where employees gain self-service access to interactive, graphical reports and dashboards through Microsoft Power BI … It’s easy to use Power BI to analyze real-time sales data and fine-tune our marketing activities to drive sales.”

– Markus Petrak, Corporate Director, Henkel

The solution is both scalable and flexible, too. Power BI allows companies to tap into architecture allowing easy and rapid integration with both Microsoft and 3rd party products. Moreover, businesses only pay for the capacity they need, meaning no wasted spend – but plenty of room to grow.

Rave Reviews

At The CRM Team, our own customers rave about the insights they receive. These insights have led to higher lead conversion, reduced customer churn and better engagement. Whenever we do a Dynamics 365 implementation we always leverage PowerBI to provide incredibly rich and relevant data visualisations. It’s such a great product and it enables us to add a lot of value to our clients.

All businesses search for that ‘edge’ over rivals. Microsoft is no different. It is determined to remain a leader and visionary in the BI platform environment. And it looks like Microsoft is getting it right – delivering modern BI and analytics solutions for a variety of users, and getting rave reviews in the process.

Why? Not only does the technology behind Power BI enable users to create and share insights in real time, but Power BI lets users create develop rich, compelling stories. These stories perfectly visualise data, allowing decision makers an at-a-glance understanding of how their business is doing. Custom visuals only add to the magic and personalisation.

What new heights Microsoft will reach from here is anyone’s guess. The company is on a rocket trajectory – who knows what tomorrow may bring?

Want to get more information what a Microsoft CRM solution could do for you? Check out our solution’s page. All of our solutions incorporate Power BI to enable incredible data visualisation and reporting.

*This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from Microsoft (The CRM Team is a strategic partner with Microsoft). Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organisation and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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4 Ways a CRM Solution Helps You Close Customer Service Cases Faster

Customer service – the term calls to mind rows and rows of headset-wearing agents working through hundreds and hundreds of queries and, yes, complaints. They’re an operations director’s bugbear – running customer service can be a massive expense.

Customers do need a way to get in touch and get help. However, inefficient, people-heavy contact centres are (thankfully) on their way out. In their place are arising lean, tech-powered, data-rich powerhouses – where queries and service requests are handled seamlessly, rapidly, and at a minimum of expense.

Frustration and repetition, meet reactivity and results

The average customer service representative receives the same queries and requests over and over on any given day. Many of these are incredibly simple to resolve. A problem with how to use a product or system, for example. A service call-in. Reporting a known bug in the system.

Though each query may be quick to resolve, getting of hundreds of them on a daily basis begins to drain an agent’s time massively – and jam up the waiting queue.

There’s also the customer’s perspective to consider. For many of us, the thought of dialling into a call centre often provokes dread. Too many experiences with agents who failed to understand our problem didn’t have the right info, or couldn’t resolve the issue have meant many of us now prefer to self-serve – if we can.

Customer Service 2.0

CRM solutions like Microsoft Dynamics 365 make great self-service options a reality. But they also make interactions with agents more efficient and effective.

When it comes to customer service, every company – and customer – wants accuracy, helpfulness and speed. Closing customer service cases faster not only means happier clients – when done intelligently, it means lower costs too: less time, fewer resources.

Here’s how a CRM solution helps companies close service cases faster:

1. The data powerhouse effect

Gone are the days of customers needing to wait while agents search for the information they need – often only to find it’s not there. Good CRM solutions collate all the information your company has with its customers. That single datastore is a goldmine. With access to all the data they need, agents are enabled to provide rapid, relevant information.

With a visual interface tailored to an agent’s role, all the guidance, data and tools each agent needs are in one place. Even third-party information can be integrated.

More than this, CRM solutions allow agents to view all customer engagements – from chat to social to telephonic interactions. With every customer interaction recorded and centralised, case handover becomes seamless.

2. Streamlining for success

Your customers want information – and they want it fast. They’re busy. Maybe they’re tired. With scripting and intelligent recommendations, agents can follow the best route to assist customers. So they can do it faster, too. More than that, by integrating personal customer data into every interaction, agents can provide service that’s not only more efficient but more meaningful. Customers become more than just cases.

More than that, CRM solutions allow for knowledge compounding. With access to information about how other agents solved similar cases – along with forms, manuals and FAQs – the service department just gets better and better. It learns from itself.

3. Keeping an eye on the clock

With access to real-time insights into every case, SLA timers and entitlements, agents can make sure that service level agreements are always met.

Collaboration tools also help agents connect – both with each other and with subject matter experts. So the right answer is always at hand. If an agent’s initial answer isn’t on the mark, cases can be automatically escalated to a specialist able to solve the problem.

4. Stellar self-service

This is where CRM solutions really come into their own. Today, many people would rather solve their issue alone than contact an agent. CRM solutions make self-service seamless. Moreover, they keep people costs down. By leveraging searchable databases and community support options, customers are equipped to solve their issues in the way that suits them.

Live chat is a key component of the self-service revolution. Bots are a great way to engage portal and web customers. Intelligent systems guide users to the solutions and information they need. The result: customers not only feel cared for, but they no longer need to get in touch with contact centres, keeping costs – and queues – down.

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