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Intendance Marketing Intelligence

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Luke Barton

on 19 May 2010

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Transcript of Intendance Marketing Intelligence

Marketing Intelligence “The purpose of a company
is to create a customer. Therefore the business has
two -and only two- basic functions: marketing and innovation.
Marketing and innovation produce results:
all the rest are costs.”
Peter F. Drucker
Marketing Intelligence Converting vast amounts of internal and external data about your sector, your competitors and your customers into actionable information. Marketing Intelligence helps us answer: Why do I need it? Intelligence allows you to make informed decisions What information do I need? Customer information Competitor information Market information Effectiveness of marketing activities - ROI (buying behaviour, browsing patterns, demographics, feedback) (benchmarking, traffic, revenue, strategy, new products/services)
(trends, news, risks, global market developments)
(analytics, click through rates, conversion rates, split and multi-variate testing)
How do I find the information? Search marketing tools can help you suss out your competitor's strategy and identify weaknesses on your own site. Free or Paid Social Media Monitoring? Free Tools Great for
Initial research
Specific queries with little noise
Low volume search queries Restrictions
No cost financially but more time to review data
No analytics
Need to aggregate all the sources yourself Paid Solutions Great for…
Crawl a range of data to allow you to get an overview in one place
Provide graphical data & summaries
Enable you to drill down to specific areas of interest
Have filters to avoid the noise – including finding social content by demographics, timeframe, language & sentiment
Restrictions…
You still need to invest time to review data & analyse to get insight
No “one best” solution & “gets everything” system – need to use multiple data points
Different pricing solutions & range of costs
Industry still growing & no standard terms

What solution works for your company will depend on a range of factors…. Goals, resource, knowledge, budget
"Thought leadership centers on earning trust and credibility. Thought leaders get noticed by offering something different - information, insights and ideas, for instance. Thought leadership positions you and your company as an indusrty authority and resource and trusted advisor by establishing your reputation as a generous contributor to your industry"

RainToday.com Thought leadership ranks just behind business growth as a top B2B objective Thought leaders are innovative Thought Leadership Establishing your company as a thought leader includes: Writing weekly blogs, articles and reports
Optimising and sharing those blogs and articles across social media
Staying on top of hot topics and trends (and creating new ones)
Sharing your wisdom through events, webinars, and podcasts (educate the market)
Connecting and engaging with clients, encouraging them to share
Community involvement (reach outside your network)
Thought Leadership: Social Media The insight on social networks comes from listening to what is being said, who is talking & who has influence. The goal is to engage in the right conversations for your market
Social Media Tools for Insight into thought Leadership What to focus on:

Key words and phrases based on your business goals.

How to find out what is being said….

Free Tools… Google Alerts, Twitter Search or a Paid Monitoring Solution
What next?

Focus on WHAT and WHO:

What: What are the hot topics? Are there trends? What changes over time? What fit does it have with your plans?

Who: Is writing content? What authority and reach do they have? Who else influence them?
So what?

Once you keep up to date with the hot topics and trends, you’ll be able to decide what actions you want to take to enhance your own marketing

Content ideas & strategy, Blog Posts, Twitter Tips, Comment on Blog Posts, Build Strategic Relationships, Blog Guest Posts, Speaking Opportunities

Thought Leadership: Advanced Twitter Search Case study –
How Pinsent Masons is leading the way in IT law While the firm doesn't rank highly for searches like “IT law”, they do rank for more niche searches A Search of the firm name shows Pinsent Masons' mobile site, LinkedIn profile, and PR releases. To create an effective thought leadership strategy, you need to: Listen to what people are talking about in blogs, forums, industry websites, to:

Use that information to plan events, seminars and publications
Participate in those discussions where they are happening
Ensure your company is visible for hot topics, buzz words, and key phrases
Integrate your findings into your website content strategy
Research what your competitors are doing in this visibility space, and:

Use that research to further develop your website, including videos, webinars, and content
Share the information you publish across various social media platforms (including bookmarking sites, Slide Share, Squidoo and Hub Pages, You Tube etc...) to maximise your visibility
Get feedback directly from your clients, and:

Ensure you tailor your publications and events to their concerns and challenges
Inform your clients and prospects of hot topics through segmented, targeted email campaigns. Use platforms like LinkedIn to invite decision makers to contribute to topical discussions and upcoming events

Online Reputation Management Online Reputation Management – Search Marketing Online Reputation Management:
Social Media Use social media to understand the language and problems your customers are facing as well as reviewing what your competitors are doing
Social Media Tools for Insight into Reputation Management What to focus on: Who is talking about your brand, what are they saying, and how influential are they?
How to find out what is being said….
Free Tools… Google Alerts, Twitter Search tweetstats or a Paid Monitoring Solution
What next? Focus on WHAT and WHY:

What: What are they saying about your company? What networks & platforms are used? What influence do they have?

Why: Why aren’t they happy with your company? What do they love about you? Why do they buy from you? Why have they stopped buying from you?
So what? Once you know what is being said and why, you can use this data to both ENGAGE and CHANGE: Engage the individuals to resolve situations & thank for comments & integrate feedback into your strategy & customer service & product plans

Tweetstats: An example of a customer care account http://twitter.com/virgintrains
Spotting key themes so you can take action on those first: Tickets, services, busy, booking, disruption Case Study – London Metropolitan –
A University in Turmoil Feedback from students helps to identify areas where the university is stronger Source: Unistats.direct.gov.uk And areas that obviously need improvement London Met doesn't rank at all for many of it's
courses and degree programmes To effectively manage your reputation online, you need to: Improve your products, services and customer service
Push out positive reviews and information to counter negative remarks (create a buzz)
Engage with dissatisfied customers through social media
Create a statement page about any negative publicity
Respond quickly to any alerts on news sites, blogs and Twitter
Identify who will handle crisis situations so your response will be as fast as possible
Encouraging postive user generated content
Allowing visitors to share and bookmark information on your website, as well as sharing and bookmarking the information yourself
Engaging with your customers and prospects through Twitter, Facebook, LinkedIn, and your website
Make your policies clear on your website, and make it easy for customers to contact you about a complaint or problem
Identify key influencers in your industry and engage with them on a regular basis
Find out what customers think about you through surveys, social media monitoring and search results to:
Ensure you have a crisis response team and a plan to deal with negative press to:

Be proactive about your reputation by:


Business Development Choosing a goal is a good start Step 1: Look at your firm -Pinsent Masons Which influential blogs are writing about you? And you can see who links into them – more chances to build commentary and interaction
Step 2: Look at your speciality Understanding the online buzz helps you target conversations more effectively
Authoritative Blogs – choose to review, comment, guest post…
Pretty much The Worse Journey In The World. Apsley Cherry Garrard, you obviously never tried to board a Virgin Train

So what I am about to say might seem perverse: we should not build hight speed railways in Britain. We should hope that yesterday's big announcement, with its promise of testosterone-charged, Clarkson-class locos zipping at warp speed between London and Birmingham, vanishes more quickly than Virgin Trains' platform staff whenever there's a problem with the service

I mailed Virgin Trains and Cross Country to ask what counts as 'peak time' - none of the rail companies make this information easily available. Virgin didn't bother to reply, but I got this galling reply for Cross Country

I beg to differ, I believe Virgin Trains on Twitter, is the best example of a company engaging social media to the fullest. I don't know if this is as a result of Richard Baker or of someone else. I just know that it is handled very well. Even if it's just to ask if I had a nice journey, or to tell me what the delay is. They manage it well, in a personal way. Makes the customer feel important and valued. Virgin Trains In Blogs, you can see your most authoritative bloggers. When you know this, you can see the influencers & decide how to interact with them

And you can also see who talks about you the most A paid monitoring solution gives more actionable insight… This listening activity helps you understand the environment & decide where to interact
Virgin Trains take action as a result of feedback… The Virgin Trains account is both chatty, responsive as well as sharing company information & answering questions & issues. They also know when to take it offline….
It’s really clear who responds for Virgin & that they can’t guarantee fast response – good expectation setting.
An additional number is left to contact.
Analytics shows you visitor trends, and helps you identify what is working and what is not Stats from a UK accounting firm showing Q1 2010 compared to Q1 2009, averaging roughly 5,000 visits per month. We know from running a paid search campaign that the bounce rates would increase. All other stats have improved from the previous year.
We can see from the top traffic sources which ones provide the most engagement Looking at non-paid visits from key phrases that exclude the brand name reveals visibility weaknesses Content can be viewed by source, keyword or region to gain insight into campaigns. In addition to looking at generic and location based searches... It's also important to see where you rank in more niche searches Identifying competitors using relevant key phrases allows you to identify strategies used to achieve high rankings in search engines Sites like Compete can show you benchmark data against your top competitors Social Media Tools for Insight into Business Development What to focus on:
Who you want to do business with, and where they are online. Key phrases, company names & individual job titles
How to find out what is being said…. Free Tools… LinkedIn, Facebook, Google Alerts, Twitter Search

What next? Focus on WHAT and WHO:
What: What you want to achieve, which markets you want to develop, who is the buyer of your product.
Who: Who is online for that company, how you are connected with them, what is important to them right now and WHAT are they talking about and what do they need?
So what? Once you have clarity on what and who you can search out what they are doing online, where they hangout and start connecting & interacting with them and translate this to your Sales Activity


Understanding top sources can help you see where you are mentioned & measure your PR (traditional media) LinkedIn Advance Search LinkedIn data can help you find relevant people in your industry, along with companies they work (and worked) for, job titles and groups they belong to, as well as whether you have joint contacts
Salesforce: How an integrated strategy that focuses on ideas and technology drives the growth of one company Salesforce uses Adwords in their search marketing strategy for visibility The landing page for Adwords gives the visitor one call to action (which is measurable), limiting the chance they will get distracted perusing the site. Search queries are primarily brand and “crm” phrase driven Community pages feature training videos, webinar links and ways to connect through social media Looking after current customers Showcasing company & products
Showing thought leadership
Linking into partner activities
Keeping up with the industry (lists)

@salesforce/industry-analytics Different Purpose, Different Account Asia Pacific Region But they are consolidating use…
asksalesforce We've moved! We're focusing the conversation, so come ask your questions and join the conversation now on @salesforce. Although there are several people talking about #salesforce and salesforce
It appears Salesforce weren’t actively engaging – maybe missing out on monitoring unless it is @replied?

Salesforce have an opportunity to engage to people who are talking about them, as well as to them!
Even Salesforce aren’t perfect…(on Twitter) Like Starbucks in the B2C space, Salesforce are using their customers to improve their business rather than relying on what they think customers want.

They also have an answers section with training to help current customers out.
Salesforce use insight – ratings and comments – from users, to reduce effort from Salesforce – well used content is promoted.

This emphasises companies need a joined up approach – people who are talking to you, what people are saying about you, people asking for help or specific products.
But they do actively engage customers One company that does seem to join up the approach on Twitter is Techrigy/ Alterian a Social Media Monitoring Company. They listen out for keywords around monitoring and actively engage.
They also use a range of Twitter accounts and link back to the core business account once they have made contact gained the insight.
Finally, they run webinars which help them to gain further consumer insight via questions.
One final example… What other companies can learn from Salesforce... Paid search can generate relevant traffic that converts with the right landing page
Encouraging customer contact through multiple platforms makes your company accessible and approachable
Active brand monitoring allows you to react to negative situations, which could stop the negativity spreading
Although Salesforce heavily rely on their brand for searches, they have thought leadership articles and blogs which are visible for niche topics (cloud computing, Google apps, API integration)
By listening to your customer’s pains, you can create a content strategy that addresses their specific concerns with a solution-focused approach
Spreading your message through many communications channels will create multiple touchpoints of visibility for customers and potential customers.
Any Questions? Marketing Intelligence –
Building Profiles of Company Visitors How can you drive greater B2B Marketing Intelligence? Our approach - 2 steps:

1) Build profiles of the companies who visit your website

2) Find different ways to leverage the value of this intelligence
Insights come from seeing this.... And for specific organisations... How do you leverage this type of intelligence? How to find value in different areas... Our Clients find value in these areas... Our Clients find value in these areas... Our Clients find value in these areas... Prioritise: what are your key goals All of these areas have the potential to be Projects in their own right

There are many uses of this intelligence, so the key is to focus

Identify your top 3 goals you would like to achieve using this intelligence
How do you leverage this type of intelligence? Maturity model to leverage the intelligence Stories of how this works... Marketing – Know what works

Construction Company – focus follow up activities
Mid Tier Law Firm – generated ROI within 1 month
Finance Consultancy – signs largest client in 2008
Software Company – reduced online spend by 30% whilst maintaining conversions

Sales – Confidence to be more effective

Share options company – manage your sales pipelines
Coast Digital – tracking lapsed opportunities

Farm – Drive Depth

Global IT Company – identified additional client needs – driving new proposals
Provider of Interim Executives – protected valuable annuity income The Impact? We are consistently converting from our web site £30,000 - £40,000 a month of completely new business as a direct result of the informed decisions Trovus allows us
The return on investment came within one month We used this information to generate revenue through targeted marketing campaigns and closed a client worth £60,000 a year The results we have had so far from Trovus Revelations have been gold dust and have enabled us to win £70,000 of business with more expected
Trovus Clients ...this is about Competitive Differentiation... How many of your competitors are doing this – could this competitive differentiation give you an unfair advantage?

How much business are you missing because you don’t know about it?
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