BV_FINALx - Kathleen E. Kirk

basheddockΛογισμικό & κατασκευή λογ/κού

21 Φεβ 2014 (πριν από 3 χρόνια και 6 μήνες)

143 εμφανίσεις

Kathleen Kirk

Todd Simmons

Agenda

1.
Background

2.
Current Practices

3.
Issues to Address

4.
Recommendations


Background

Bazaarvoice


SaaS


Founded in 2005


Based in Austin


700 employees


Creates tools that
help
clients
integrate
social interaction into their websites


Verticals/Clients


Retail


Manufacturing


Financial Services


Healthcare


Travel


Media



Products


Ratings & Reviews


Ask & Answer


Stories


BrandVoice


BrandAnswers


ActiveProfiles


SmartSEO


SocialConnect



Products /
Ratings
& Reviews

Products /
Ratings
& Reviews

Products /
Ask & Answer

Products /
Ask & Answer

Products /
Stories

Products /
Stories

Services


Content Moderation


Client Success


Design Services


Technical Services


Innovation



Competitive Landscape


PowerReviews = low
-
end competitor


Biggest threat
: Using
a
combo
of
tools
to get the same basic
BV
functionality


Tools made
by
Pluck
, Lithium, Jive,
Radian6,
Searchandise
, Channel
Intelligencer


BV wants to position itself as being
the best
choice
to tie
everything
together



BV Marketing Team


About 50 people working in this area of the
company


4 different groups focused on different aspects of
marketing


Strategy


Communications (events, website, etc.)


Product Marketing


Solutions


Other Departments /
Client Services


Consists
of Client Success Directors
(
CSD’s)


Works with the clients to ensure
they have the best tools to meet
their strategic needs


Main
point of contact for
existing
clients


Customer support and
account
supervisor
role


Advises
the clients on how to
implement BV tools and
best
practices

Other Departments /
Sales


Consists
of Market Developers
(MD’s) and Sales Directors
(
SD’s)


Help shepherd
potential deals
through the
sales
process


Follow
up on leads that are
generated by marketing,
communicate with prospective
clients, develop ROI’s, negotiate
pricing, and
close
deals


Our Assignment


To create a marketing plan to up
-
sell
existing customers


Most of their
clients
signed on 3
-
5
years ago
and are only using the
basic
R&R product


Bazaarvoice

is trying to move into offering a
suite
of
products


Currently, relies on CSD’s / Sales to upsell clients


They expect 40% of their revenues in the next year to come
from upsells


Also, upsells close 28% faster than new product sales and
are only 7% less valuable


Our Process


Researched


Bazaarvoice products and
services


Current
BV marketing
efforts


B2B
best
practices



Our Process


Interviewed
BV
employees


Deborah de Freitas (Director of Marketing
Communications)


Harrison Yeager (Marketing Operations
Manager)


Chris Smith (Sales Director for Retail)


Rachel Hocevar (Client Success Director)


Shawn Gaide (Director of Market Planning)


Susan Stogner (Client Success Director)


Tina Dobie (Client Success Director)




Current Bazaarvoice

Practices

Traditional B2B Marketing


Events


Webinars


White Papers


Website



Who makes client decisions?


Bazaarvoice

mainly sells to
marketing
teams
(not IT)


Mainly
want to direct
their
message
at the marketing
teams
and

especially
CMO’s



Bazaarvoice Content


Bazaarvoice creates a huge amount of content
with the goal of reaching CMO’s


White
papers


Case studies


Webinars


Blogs



Website


Content
is available
on
BV website


Requires registration,
which allows them to
track downloads and
follow up with a sales
call



Working with an outside agency to create a redesigned
website, mobile version, possible new logo and brand, etc


Also planning to integrate BV’s own tools into their
website



BV Events


Social Summit


Roadshows


About 50% of typical attendees at summit are
CMO’s and
above


$
4 million
came out of the
last summit


Expensive to conduct



Advertising


Has never run print ads


Has run digital
ads


No banner
a
ds


Has tried Google
Adwords


Open
to advertising



Emails


Current email timing


Includes
newsletters,
announcements about
new content, info about
upcoming events,
announcement about new
products, etc.


Trackable

data: when
someone responds to an
email, or clicks through
on a link in an
email



Tools


Lead management system
:

Salesforce


Designed mainly for initial sales.

Doesn’t work great
for
upsell
.

Needs a lot of customization.


Marketing
Automation Tool:

Eloqua


Has
social CRM, email integration
,
Salesforce
integration, etc
.


Data Gathering/Tracking


BV
uses
Salesforce

and
Eloqua

to store and analyze
data about prospective and
current
clients



Spark


Client portal based
on
Salesforce


Mostly a
support tool,
but
also
includes some
analytics and
customer
profiles



Current Process for
Upsell


CSD owns
client relationship


Tries to act as consultant


Hard due to CSD/client ratio


Tiered system


Consultant model doesn’t scale


RAD Model


BV already uses the RAD model as a way to
structure their
upsell

strategy

1 (small)

2 (medium)

3 (enterprise)

Share of
wallet

Retain

65

>50%

Develop

170

>20%

Acquire

100

>10%

Issues to Address

Key Questions


How to get Summit content
to those not attending?


How to keep client
excitement up after the Summit?


How to share
knowledge
of the CSD
to marketing and sales teams?


How to
retain
the existing
customers and their revenue?


How to
tap into what’s going on with
the
client? How to get
information to
the right person at the right time in
the decision
-
making cycle
?


How to
reach the right people
within
the
client company?

How do
you go up the chain to the CMO or move laterally to reach other
groups at the company
?


What
are the right client
touchpoints

to maximize
upsell
?

Deliverables


Marketing Plan


Prefer
a long
-
term system rather than a short
-
term
campaign


Doesn’t
need to include all the sections of a traditional
marketing
plan


Focus on marketing strategies in the plan


Definitely tailor messages
by
vertical
--

Different clients
are going to have different
questions and
value
propositions



Areas We Should Cover


Can give recommendations
that cover multiple
departments


Discuss a
discrete set of marketing activities that
improve performance


Concrete
recommendations for how to make
progress on the goal of
upsell


Next steps


People need to walk out with actionable
outcomes


Items to Omit


Due to limited time,
not
expected to:


Develop a
budget


Calculate ROI


Also not
expected
to
cover:


implementation details


resource allocation


timeline


Recommendations:

Data Gathering

Data
Gathering /
Goals


Need processes in place to compile
data
on:


current
clients


effectiveness
of
upsell

strategies


Client data
should
include verticals, sub
-
verticals, geography, company revenue, growth,
daily interactions, org
charts, etc.


Upsell

data
should include response rates for
different campaigns,
touchpoints
,
communications, etc.


Data
Gathering /
Internal Processes


Streamline
databases to remove fields that are
obsolete or low
priority
(or selectively display)


Result = more
user
-
friendly
tools and increased adoption


Integrate software tools (
Salesforce
,
Netsuite
, etc
)


Result = better data sharing between departments


Decide who
owns
each
field in
the
database


CSD: update with day to day client interaction


Marketing: tracking and market intelligence


Sales: sales data, especially
upsell


Conduct training to ensure
understanding
and buy
-
in

Data
Gathering /
External Sources


Use market intelligence
tools
(like
Reachforce) to
acquire additional
data
on
clients


Expand Spark to become main
client portal, then track client
interactions within the
site


Allow clients to keep their own data
healthy (by updating it directly in
Spark
)

Data
Gathering /
Who
is Responsible
?


Effort should be driven by Marketing Research (Shawn)
& Marketing Operations (
Harrison
)


Will also need to work
with IT and HR (for
infrastructure and
training)


Work with Sales & CS to
determine how the data
could best be captured


Recommendations:

Data Usage

Data
Usage /
Data Analysis


Additional data allows for:


Better analysis of trends


More precise targeting


Division of
RAD matrix
into sub
-
categories


Create software to analyze data, using
trend/pattern/sentiment analysis, to detect
upsell opportunities


Data
Usage /
Upsell

Notifications


Salesforce extension that notifies CSD’s when an
upsell opportunity is detected based on:


trend/pattern/sentiment analysis


upsell best practices


prior CSD notes


leads from marketing


CSD must balance these notifications with their
first
-
hand knowledge of the client’s situation


If notification is inaccurate, then enter more
data

about why

Data
Usage /
Company Targeting


Use gathered data to achieve more precise
company targeting


Every
client
interaction should emphasize
vertical, size, point in lifecycle, etc.


Move
toward
dynamic content in
electronic
communications


Make Bazaarvoice website more
vertical specific


Data
Usage /
People Targeting


Reaching CMO is difficult


find other key
players under
the
CMO


How?

--

goes back to
gathered data


Then target these
individuals with
marketing emails, calls,
etc.


Recommendations:

Inter
-
Departmental
Collaboration

Inter
-
Departmental Collaboration


Structure


Clearly define where the hand
-
off occurs between
CSD’s and Sales on upsell



Data


CSD’s and Sales should enter more data about client
interactions into Salesforce


This will allow for a smoother hand
-
off


Inter
-
Departmental Collaboration


Marketing, Sales, and CSD’s
must all communicate a
consistent message to clients
to support upsell


Each department must “tell
the same story”


These messages are detailed
in the next section


Recommendations:

Messaging / Positioning

Messaging /
Key
Messages


Messages to support
upsell

should include:


Value


Volume


Already doing this to some extent


But the
content
should
be
more
targeted for each
specific
client



Benefits of this approach:


Increases client satisfaction


Lays
the foundations
for
upsell


Help retain
existing
clients


Positioning /
Product Positioning


Currently, each
product
is
billed as a
singular solution


Instead, emphasize:


Suite of products, built
to work together smoothly


Complementary/multiplying
effect


Key
value
prop: only provider that covers full
range of
social
needs



Also emphasize:


Progress
over time


Social
media market is not static


BV
product offerings
will
grow/evolve
over
time


Clients should see their use of BV tools as
a
journey

Positioning /
Campaign


New
site
launch =
perfect time to
revamp
message


Suite


Rebrand



Tagline option


Better
position in the
SaaS

marketplace


Emphasize connecting
you to
your
customers


Evocative
and defines what
you
do


Old: Changing the world, one conversation at a
time.


Recommendations:

Other Technology

Other
Technology /
Spark


Position as a one
-
stop
-
shop for clients


Should include


Customer support


Marketing


White papers, case studies, webinars, videos


Social capabilities


Best
practices


Provide a dynamic, customized experience for
each
user


Other Technology /
Sample
Content


Create software to gather/filter sample content


Show what a client would gain from BV product


Show content in emails, Spark, etc.


CSD’s / Sales should still have final moderator
control

What questions are there?