Digital strategy in marketing and salesSeminar slides

Edward Nugent & Givi Kokaia

53%

64%68%

21%16%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

Agree (2015) Agree (2016) Agree (2017)

I find gathering information online on my own superior to interacting with a sales rep I find interacting with a sales rep superior

How people prefer to gather information online

The rules have changed

SALES IS A PROCESS

“The way we sell today is a reaction to a change in how people buy not the other way around.”

Source: Social Selling by Tim Hughes

Source: Chiefmartech – Scott Brinker

The rise of digital tools make it difficult for businesses to take control

Our focus on digital has a holistic approach

Referral & Repurchasing

Customers

Market Opportunities

Sales Opportunities

Awareness

The goal is to achieve a synchronised business

Referrals & Repurchase

Consumption

Buys

Evaluates

Considers

Awareness

Awareness

The Digital Scorecard framework

Engage

Get Visitors

Becomesa Lead

Website Design

Audience Building

Awareness

Customer Profile

LEAD GENERATION >

Lead Follow-up

E-Commerce

Link to the Physical World

Remarketing

CRM System

An App

Trust & Relationship

Becomes a Customer

LEAD TO SALE >

Consumption

Repurchase

After Sales Follow-up

Referral Programme

Referrals

AFTER SALE >

Digital Scorecard

2. MAP THE CUSTOMER JOURNEYReview your Customer Journey and overlay your Digital Scorecard.

3. DESIGN YOUR BUSINESS SYSTEMDecide on the important actions need to help business improvement based on your Customer Journey, Digital Scorecard and Business Goal

1. DIGITAL IN THE CUSTOMER JOURNEYUndertake a Digital Scorecard and see

current use of digital

4. IMPLEMENT AND FOLLOW UP

Implement the agreed action plan in 1, 3 and 6 month blocks with follow-up

reviews

Your Customer Journey

Implementation Business Design

BUSINESS DESIGN FOR GROWTH

How to work through and design your Digital Strategy

Seminar sections

Digital in Context

Introduction & Expectations

Tech – Marketing – Sales

Digital Strategy & Digital Scorecard

SME opportunities with Almi

Your Customer Journey

The Nature of Buying

A governmental initiative and assignment

Improve small-to-medium size businesses development and support growth for internationalization

• Primarily small to medium size (SME) companies with growthpotential and 2-49 employees.

• Collaborations between regional, state as well as private companies.

The typical split between seminar attendees

75%

25%

Attendees

B2B

B2C

Givi Kokaia

Marketing BusinessStrategy

Digital

Business Process

ManagementOrganizational Development

Economics and Marketing in USA

Marketing tech company – 2 yrs

New Zealand

Technology Management at Lund University

Strategy Consultant – 6 yrs

Digital Strategy in Marketing and Sales

– 3 yrs

Corporate – 5 yrsin Stockholm

Funded startup –1 yr in Malmö

Own analysis business – 4yrs in

Sweden and Ireland

Own Start-up (B2B) – 4 yrs in Italy & Turkey

Own Start-up (B2C) – 5 yrs in Ger / It /

Swe / UK

Own Consultancy –10 yrs within

advisory

Strategy

Technology

SalesMarketing

Customers

Edward Nugent

• Learn more about digital • How do we compare to others?• Where / how do I start?

Typical questions we receive

1. The importance of customers 2. Digital is not the starting point 3. Experience is valuable 4. The team is critical 5. It is a long road – not a quick fix6. BUT you can make a big difference – quickly7. Each business is individual

Our learnings and experiences

Digital scorecard elements – what is important for your business?

Engage

Get Visitors

Becomesa Lead

Website Design

Audience Building

Awareness

Customer Profile

LEAD GENERATION >

Lead Follow-up

E-Commerce

Link to the Physical World

Remarketing

CRM System

An App

Trust & Relationship

Becomes a Customer

LEAD TO SALE >

Consumption

Repurchase

After Sales Follow-up

Referral Programme

Referrals

AFTER SALE >

”Hur får jag fler varma leads via vår hemsida”

An important question we often receive

”How can I get more warm leads from our website”

Frequent Problem- Build a website - Create content- Put an Ad campaign live

And ...Nothing happens

Lead generation considerations

Get Visitors

Becomesa Lead

Webpage Design

Customer Profile

LEAD GENERATION >

Engage

Lead Magnet - incentive to

become a leadAwareness

Outcome

Existing businesses need to leverage existing customers

Get Visitors

Becomesa Lead

Webpage Design

Customer Profile

LEAD GENERATION >

Engage

Lead Magnet - incentive to

become a leadAwareness

Repurchase

Referral Programme

Consumption

AFTER SALE >

Lead follow up often doesn’t happen

Get Visitors

Becomesa Lead

Webpage Design

Customer Profile

Engage

Lead Magnet - incentive to

become a leadAwareness

Lead Follow-up

Trust & Relationship

LEAD TO SALE >LEAD GENERATION >

”How do I make sure my social media is in line with my business plan?”

Constructive use of social media

Social media is often disconnected – what is the purpose?

Referral & Repurchasing

Customers

Market Opportunities

Sales Opportunities

Awareness

Social

AFTER SALE >

Consumption

Repurchase

After Sales Follow-up

Referral Programme

Referral

Get Visitors

Lead Follow-up

E-Commerce

Lead CustomerRemarketing

Website Design

CRM System

Audience Building

Awareness & Interest

An App

Customer Profiling

Trust & Relationship

LEAD GENERATION > LEAD TO SALE >

Content / Social

Digital actions and social media in context

Engage

Link to the

Physical World

How aligned is your Social Media and business objectives?

Are you making the most of getting leads into your business?

Are you making the most of your current customers?

For you to consider at home

And why it matters

The nature of buying

The greatest barriers (opportunities to improve)

• Understand the psychology of sales for your business (a process not an event)

• Don’t build silos – either process or organisational

• Start with objectives, not tools

• Joined up thinking (holistic approach)

53%

64%68%

21%16%

10,00%

20,00%

30,00%

40,00%

50,00%

60,00%

70,00%

80,00%

Agree (2015) Agree (2016) Agree (2017)

I find gathering information online on my own superior to interacting with a sales rep I find interacting with a sales rep superior

We know that people prefer to gather information online…

…however it’s not the full picture…sometimes it is helpful to get help

There is an opportunity to provide value for customers earlier

0%

25%

50%

Problem Definition SolutionIdentification

Supplier Selection

% o

f Res

pond

ents

repo

rtin

gas

Mos

t diff

iculty

Perceived Difficulty of Decision MakingAt Each Purchase Stage

Getting others to agree a course of action

A principle to consider

If you know the intentions of prospective customers early in

their purchase journey, is that of value to your business or not?

Think about the following questions:• Can you leverage your customers early purchase intentions?• If yes, how? and is it improving your sales?• If not, why not?

Who decides in the purchase decisions?

There is an increase in casual interactions (instant messaging and chat)

• Get to know your customer pain points• Understand how you can help and where you can add value• Which, will result in:• better customer connections• more sales • more efficiency

“Uncover your customer challenges and then decide how you can best help your customers (often using digital), while working in line with your business ideals and rules.”

Edward Nugent

A key tip is to understand your customers better

For you to consider at home

How are you helping customers today?

What one more thing you could do to help customers?

Are your actions helping customers to buy?

And why it matters

Your customer journey

Lead Generation

Lead to SalesAfter Sales

AWARENESS

PERCEPTION

EXPERIENCE

Three seminal moments in your Customer Journey process

The 3 seminal moments dictate the degree of business success

Understand how your customers buy and discover how to help them

Evaluate – read email / Social

Receives product / Onboarding

Becomes Aware –Article, advert, social,

cold call, direct mail

Awareness – visit webpage, social

Consider – request info / engages & becomes a lead

Consider – revisit webpage or social

Evaluate – click links. Rating/peer review

Evaluate – call or email/message (in and outbound)

Review experience

Referral

Repeat / Repurchase

Decide– website / meet / call / Social

…which can become a detailed picture

Lead Generation

Lead to SalesAfter Sales

Map your Customer Journey with four steps: 1. What your customers do? (current actions)

2. What you do? (current actions)

3. What else can you do? (in the future)

4. From these findings, what are the significant moments?

Understand your customers perspective

A typical Customer Journey map

Awareness Happy Customer

High use of digital High use of digital

Low use of digital Low use of digital

Your Business Design

Customer PreferencesOpportunity / Disconnect

How digital you want your business to be, is your choice…

Lead Generation

Lead to Sales

After Sales

…but it can also create opportunities or disconnects in the design

Awareness Happy Customer

High use of digital High use of digital

Low use of digital Low use of digital

Your Business Design

Customer PreferencesOpportunity

Disconnect

Your Business Design

Customer Preferences

Effective digital strategies are not about implementing technologies for the sake of becoming more digital, but they involve identifying the opportunity for greatest business impact.

Deloitte University Press | dupress.deloitte.com

Let’s not forget that it’s all about the customers

• Attracting• Serving• Customers (Profitably)

THE FUNDAMENTALS STILL APPLY

Two key points to remember

• Start with your customer • Not Digital for its own sake

You also need to find your own way

Consider: Earl Nightingale“When you don't know what to do, see what others do and do the opposite”

Our aim is to help you understand

How your business

ATTRACTS AND SERVICES CUSTOMERS

Is a process that defines your business andYou have full control over this process

Source: Taking Digital Transformation Beyond The Digital

"Many businesses become blinded by the constant overload of new technologies that they fail to correctly assess the value that each new technology will bring and tie it back to the customer’s journey. They let technology lead them, rather than being led from the outside-in and by customer insights, experiences and expectations."

Don’t let technology lead you into the wrong direction

How do your customers buy?

Has the process of buying in your industry changed?

How can/are you influencing it?

How are you adapting and planning to adapt? WHO (AND HOW) DO YOU WANT TO

ALLOW INTO YOUR BUSINESS?

For you to consider at home

Enabling businesses

Tech – Marketing – Sales

Lead & Customer Worth

Lead Generation After Sale

Awareness Consider Evaluate Decide Consume Referral / Repurchase

Lead to Sale

• Improve Customer Life

Time Value

• Understanding own needs

• What is the nature of the

problem / need

• Checking us out

• Reason to treat us seriously

• References

• Select us

• Experience

• Use the product / service

• Continue to use

• Content

• Advertising

• Meeting

• Referral

• “Cold” call

• Reviews

Increase Engagement not just Traffic

Our business focus in the past

How Customers

Want to Buy

How we Want to Manage

Our BusinessDigital

Decisions to make for businesses

DigitalCustomer

PreferencesOur

Preferences

Our Business Design

A synchronised business when using technology

Referrals & Repurchase

Consumption

Buys

Evaluates

Considers

Awareness

Awareness

A disjointed business system is often the case

Referrals & Repurchase

Consumption

Buys

Evaluates

Considers

Awareness

Awareness

The law of the instrument – a digital tool will not solve it all

Proportion using automation – drivers

Proportion using automation – opportunities for businesses

The number of options is still increasing

The rise of marketing tech (automation)

Source: Chiefmartech – Scott Brinker

Source: Chiefmartech – Scott Brinker

MARTECH Landscape 2019

Source: Chiefmartech – Scott Brinker

The MARTECH landscape evolution

Source: Taking Digital Transformation Beyond The Digital

"Make the customer and his or her interactions with a product or service the starting point for digital efforts”

Rajan Kohli, senior vice president and global head of Wipro Digital

Use of digital to enable customers and drive sales

The previous business focus and design

MARKETING

SALES TECHNOLOGY

The current focus and development in business design

MARKETING

SALESTECHNOLOGY

For you to consider at home

How do you use technology today in Sales and Marketing?

Is your use of tech helping your customers to buy?

How are you making your tech choices?

A holistic view of your business

A Digital Strategy with Digital Scorecard

1. a common language to use for digital strategy

2. a holistic approach towards digital marketing and sales

3. a benchmark and target setting for your business

The use of the Digital Scorecard framework and analysis provides

The Digital Scorecard framework

Engage

Get Visitors

Becomesa Lead

Website Design

Audience Building

Awareness

Customer Profile

LEAD GENERATION >

Lead Follow-up

E-Commerce

Link to the Physical World

Remarketing

CRM System

An App

Trust & Relationship

Becomes a Customer

LEAD TO SALE >

Consumption

Repurchase

After Sales Follow-up

Referral Programme

Referrals

AFTER SALE >

30% 60% 10%

Lead Generation - the lifeblood of sales Leads to Sales – the difference between success and failure

After Sales – an opportunity in waiting

IN A NUTSHELL

Digital Scorecard analysis shows you how well a business is using digital in the 3 business processes:• Lead Generation• Lead to Sales• After Sales

The Digital Scorecard situation analysis

Get Visitors

Lead Magnet -Incentive to

become a lead

Lead

Re-marketing

Audience Building

Awareness & Interest

Webpage Design

Customer Profiling

Provides a summary of three main processes

Summary & per Element BenchmarksPersonalised ReportPLUS a 20+ page PDF, discoverhow to transform your business.

Pinpoints your strengths and weaknesses

AFTER SALE >

Consumption

Repurchase

After Sales Follow-up

Referral Programme

Referral

Get Visitors

Lead

Website Design

Audience Building

Awareness & Interest

Customer Profiling

LEAD GENERATION >

Engage

Lead Follow-up

E-Commerce

CustomerRemarketing

CRM System

An App

Trust & Relationship

LEAD TO SALE >

Link to the

Physical World

Personalised ReportPLUS a 20+ page PDF, discoverhow to transform your business.

2. THE CUSTOMER JOURNEYReview your Customer Journey and overlay your Digital Scorecard.

3. DESIGN YOUR BUSINESS SYSTEMDecide on the important actions based on your Customer Journey, Digital Scorecard and Business Goals.

1. DIGITAL SCORECARD ANALYSISUndertake a Digital Scorecard and

see current use of digital.

4. IMPLEMENT AND FOLLOW UPImplement the agreed action plan

with continuous follow-up.

DIGITAL STRATEGY FOR GROWTH

How to work through your Digital Strategy and design your business system

For you to consider at home

How can you use a holistic review of your business?

Are you ready to embrace digital?

What is holding you back?

Financed by

Tillväxtverket and Region Skåne

Road ahead and your opportunity

We support you in your Digital Strategy from start to implementation

Attend online seminar

Continuous support, information and knowledge in your journey

Undertake a Digital Scorecard

analysis

Work throughworkshop series

(3x2h)

Individual support with

Almi

Obtain implementation

support

Apply for workshop series

The next steps for you and your business

ü Apply for next workshop

ü Do a Digital Scorecard available for all businesses

ü Book an individual meeting with Almi and Kunskapspartner

Any questions? Contact Givi Kokaia – givi.kokaia@kunskapspartner.se

ü Complete seminar feedback

S c o r e c a r d

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