24/7 CRM24/7 CRMHow Top B2B Companies Use CRM and 

Email to Drive Sales and Serve CustomersJoel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.

Key Insights:Real‐time customer insights and engagement across all channels are the name of the game.Marketing technology and advanced data management capabilities are foundational capabilities to address this need. 

Key Findings:nxnxnxn

Site PersonalizationMobile Messaging

Social EngagementPermission‐Based Email

Successful Marketers Use Data to Engage Customers

CMOs in outperformingorganizations invest more effort in integrating and using data to foster customer relationships.

From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011 

Successful Marketers Use Data to Engage Customers

CMOs in outperformingorganizations invest more effort in integrating and using data to foster customer relationships.How Customer Data is Used:• Segmentation/targeting [67%]• Pre‐sale product education [56%]• Needs‐based content [54%]• Delivering offers to buy [58%]

From Stretched to StrengthenedIBM Institute for Business Value Global CMO StudyIbm.com/cmostudy2011 

“Real-time customer insights and engagement across all channels are the name of the game.”

Forrester ConsultingThe New Campaign Management MandateJune 2011

Real-Time Customer Insights

Channels Applications

Email Email Marketing

Event

Website

Print Advertising

Social Media

Dealer/Agent

Broadcast

Mobile

Mobile Messaging

CRM

E-Commerce

Call Center

Billing

Online Meeting

Warranty

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Customer Data

Event Attendance History

Integrated Marketing Automation

Campaign Response Tracking

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Database Management

Segmentation Campaign Planning

ProspectiveCustomers

Iden

tify

Current Customers

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Campaign Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Channel• Timing

Segment C• Offer/ Message• Channel• Timing

Segment B

• Offer/ Message• Channel• Timing

Database Updating / Lead Scoring

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Customer / Prospect Interaction

Event Attendance History

Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group

38% Higher Lead Conversion with IMA

The Value of Integrated Marketing Automation

84% of Business Decision-Makers Prefer Email for Receiving Promotional Messages

Source: Return Path

The number of U.S. smartphone users will reach 115.8 million in 2012, and grow to 137.5 million in 2013.Source: eMarketer

“More people own smartphones than ever before, and they're using them more often too. This makes a mobile marketing strategy crucial for any interactive marketer." Melissa Parrish, senior analyst at Forrester Research, Inc. “Mobile Marketing: Three Principles For Success” February 2012

Source: Return Path

The Customer Life Cycle

Business Getting

Product Awareness

Product Evaluation

Product Purchase

AcquireAcquire EngageEngage ConvertConvert

Product Usage

Brand Advocate

Business Keeping

Repurchase/Renewal

ServeServe GrowGrow RetainRetain

• 88% of senior business executives worldwide prefer email for communicating with customers  (1)

• 59% of B2B marketers say email is their most effective channel for generating revenue (2)

1. Source: Economist Intelligence Unit : Getting Closer to the Customer, May 20122. Source: Crain’s BtoB Magazine, March 2012

Email: The Backbone of Customer Engagement

Two Companies that Do it RIGHT!

24/7 CRM24/7 CRM

John JohnstonDirector, Digital MarketingVolvo Construction Equipment

MagazineVolvo Construction Dealers

Trade Shows

Monthly Email Newsletter

Weekly Remarketing Email

Twitter YouTubeWebsite

Volvo CE Cross‐Channel Marketing Strategy

Customer Engagement Begins at

www.VolvoCE.com

71% of leads will come from the corporate website by 2015.Source: SeriusDecisions

Company Websites are Trusted Most by Consumers

Lead Generation Tactics

Volvo CE Leverages SEO to drive website traffic!

Nothing is more powerful than the endorsement of a Brand Advocate!

Email is the Linchpin of Volvo’s Lead Nurture

Strategy

Invites websites visitors to subscribe to a Volvo Construction Equipment e‐newsletter

Invites visitors to request information on a specific Volvo Construction Equipment machine.

Lead Management Workflow

Data cleansing

Personalized “Thank You” email to customer

Lead report sent to Volvo sales rep

Microsoft Dynamics CRM enables Volvo sales reps to manage leads

Information Request

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

VOLVO USES EMAIL TO HELP DEALERS SELL NEW EQUIPMENT

The Monthly eNewsletter Delivers Latest News on Volvo Products,

Promotions and Services1. Dynamic Content – Volvo designed the email 

template to allow for dynamic content.  Through integration with Microsoft CRM, Volvo changes articles and product news articles based on user interests.

2. Interactive Functionality – Adding video links has allowed Volvo to increase traffic to the website where Volvo gathers immediate feedback on product interest.

3. Analytics – The analytics from this eMail are used for to capture customer insight and interests and aid re‐design.

4. Performance Metrics– Average Open Rate: 42%– Average Click Through Rate: 17%

VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT

VOLVO USES EMAIL TO HELP DEALERS SELL USED EQUIPMENT

1. Navigation – Volvo makes searching for Equipment by Type easy.  These links have increased website traffic 30% and generated thousands of leads.

2. Content Syndication – Volvo displays used equipment based on subscriber preferences. Content syndication has reduced email build time by 40% by automatically capturing content from the used equipment website. 

3. Performance Metrics –– 75% Email Open Rate– 11% Click Through Rate– 20% Reduction in time machine sits on lot

The Remarketing Email is for Subscribers Interested in

Pre-Owned Equipment.

Data and Technology Integration are Keys to

this eBusiness Solution

Microsoft Dynamics

CRM

Customer Information

Sales (New/Used)

Warranty Data

Credit Status

MarComHistory

eCommerce

Surveys

Social Media

Lead Score

Analytics

Volvo CE centralizes customer data in Microsoft Dynamics CRM.

Enables “one view” of the customer.Allows faster 

communication with customersProvides better 

measurement of campaign ROI

Customer Data Integration

Volvo Construction Equipment eMarketing Technology Solution

Total Integration of Customer Data

Landing Pages, Registration PagesProduct Microsites,  Webcasts / Podcasts

Marketing Database / Customer Relationship Management

Email and Mobile Communications

www.volvoce.com

Campaign Tracking & Analytics

Volvo Construction Equipment’s e‐marketing solution helps dealers sell millions of dollars of new and used equipment each year.

Webinar Invite Product News

Customer Newsletter

Product Launch

Event Invitation

Email is the Backbone of Hitachi Data Systems’ Global E-communications Strategy

Hitachi Data Systems uses email to:• Nurture leads; Keep existing customers connected to HDS• Support sales and service efforts of HDS field sales managers

Sean MattsonDirector, Global Web MarketingHitachi Data SystemsSanta Clara, California

Why Email is the Backbone of our CRM Strategy

“Email enables us to serve our customers around the globe by delivering relevant information that  improves their usage of Hitachi Data Systems solutions.”

Sean MattsonHitachi Data Systems

Online Marketing & Campaign Management Platform

www.HDS.com

Total Integration of HDS Websites

Campaign Tracking and Analytics

Interaction via Email, Mobile, Social

Customer Data Integration and 

Reporting

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

HITACHI USES EMAIL HELP IT PROFESSIONALS MAKE

SMART DECISIONS

Hitachi’s Best Marketers are its Brand Advocates

“Read the Story”  

“View the Video”

“Review the Case  Study”  

“Register for Webinar”  

“Try it Free for 30 Days”  

“Forward to a Friend”

Hitachi makes it easy for subscribers to share e‐news articles, event invitations and case studies with other IT professionals.

WebTech Webinar Series• 35 webinars per year• Up to 200 attendees per event

HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS

WebTech WEBINAR SERIES

HITACHI USES EMAIL TO DRIVE ATTENDANCE FOR ITS

WebTech WEBINAR SERIES

HITACHI USES EMAIL TO PROMOTE ITS EVENTS

HITACHI USES EMAIL TO PROMOTE ITS EVENTS

Hitachi Data Systems’ E-communications Solution

• Hitachi Data Systems has deployed email in 30 regions globally• More than 4 Million emails sent per year in 18 languages• All email complies with HDS branding and messaging standards 

Hitachi Data Systems’ E-communications Solution

• Field Marketing Specialists access email templates created for specific use (i.e. Marketing Event, Webinar, Lead Nurture)

• 24X7 Help Desk provides program consulting using ExactTarget training materials and tutorials

• All interaction – including email receipt, open, click through –tracked in Oracle CRM On Demand

Lessons Learned from Hitachi and Volvo

1. Design your website(s) to engage visitors. Provide access to content that informs and pusuades.

2. Use SEO (Search Engine Optimization) and Social Media to attract prospective customers to your website.

3. Invite website visitors to subscribe to email. Give them a “reason” to subscribe. Tell them what they’ll receive.

4. Create a Subscriber Preference Center.  Use it to identify the customer’s needs and interests.

5. Use email to nurture leads, aid purchase decision, and fuel ongoing engagement.

B2B MARKETING IS NOW A 24/7 JOB

B2B MARKETING IS NOW A 24/7 JOB

Channels Applications

Email Email Marketing

Event

Website

Print Advertising

Social Media

Dealer/Agent

Broadcast

Mobile

Mobile Messaging

CRM

E-Commerce

Call Center

Billing

Online Meeting

Warranty

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Customer Data

Event Attendance History

Learn Your Customer’s Needs. Track their Behavior.

Magazine

Campaign Response Tracking

Product /ServiceNeeds, Interests

CampaignResponse History

Analytics and Lead Score

Product Purchase History

CustomerDemographics

Customer Email Address

Physical Address

Database Management

Segmentation Campaign Planning

ProspectiveCustomers

Iden

tify

Current Customers

Offer

InformationSele

ct

Timing

Channels

Det

erm

ine

Offline

Online

Offline

Campaign Program Development and Execution

Prog

ram

Dev

elop

men

t

Con

tent

Per

sona

lizat

ion

Segment A• Offer/ Message• Channel• Timing

Segment C• Offer/ Message• Channel• Timing

Segment B

• Offer/ Message• Channel• Timing

Database Updating / Lead Scoring

Land

ing

Page

/ M

icro

site

Cus

tom

er D

ata

Acq

uisi

tion

Customer / Prospect Interaction

Event Attendance History

Automate Customer Engagement Across Channels

of consumerstrust the recommendation of someone they knowSource: Nielsen

of consumersbuy products recommended by someone they knowSource: Zuberance

59

Thanks!Thanks!Joel BookExactTarget, Inc.

jbook@exacttarget.comEmailMarketingbytheBook.com@JoelBookhttp://www.linkedin.com/in/joelbook

24/7 CRM24/7 CRMHow Top B2B Companies Use CRM and 

Email to Drive Sales and Serve CustomersJoel BookPrincipal, eMarketing Research & EducationExactTarget, Inc.