Digital Velocity Europe 2015 | TrendMicro Q&A Session
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Jen Brown, Senior Manager, EMEA Online Acquisitions from TrendMicro was joined by Charles West, Senior Manager from Tealium for a Q&A session on how Using AudienceStream to Enhance Leads and Create Opportunities.
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Digital Velocity Europe 2015 | TrendMicro Q&A Session
- 1. © 2015 Tealium Inc. All rights reserved.
- 2. Using AudienceStream to Enhance Leads and Create Opportunities Jen Brown, Senior Manager, EMEA Online Acquisitions, TrendMicro
- 3. © 2015 Tealium Inc. All rights reserved. | 4 Jen Brown Senior Manager, EMEA Online Acquisitions, TrendMicro Charlie West Account Manager Tealium
- 4. © 2015 Tealium Inc. All rights reserved. | 5 Trend Micro Vision
- 5. © 2015 Tealium Inc. All rights reserved. | 6 Integrating with
- 6. © 2015 Tealium Inc. All rights reserved. | 7 The Measures of Success
- 7. © 2015 Tealium Inc. All rights reserved. | 8 Future AudienceStream Use Cases
- 8. © 2015 Tealium Inc. All rights reserved. | 9 Takeaways • Smart automation • Better data = smarter, faster sales qualification • Dare to dream • Staying in the driver’s seat
- 9. Thank you!
Notes de l'éditeur
- Slide: Introduction CW: I’m Charlie West, Account Manager based in our UK office in beautiful Reading. JB: Brief introduction covering title, responsibilities. Tenure, territory etc.
- Working with you guys for a while now, with the main focus having been AudienceStream – but you were a TMS customer for a while before choosing AS as your first-party DMP. Q – what were the challenges TrendMicro faced before implementing a TMS? 2 main challenges Agility – code changes with limited resources Not having uniform approach across territories Q – What did the implementation of a TMS initially give you? Easy integration with 10s of third party vendors React to what BUs are requesting – easy to integrate new tools Crucially Data layer from which we built out our data capture and profiling terms. Foundation for AS Q - What were you hoping to specifically address through the implementation of AudienceStream? Which B2B organisation doesn’t want to link their online data to their CRM? Greater lead qualification for the sales team Agile and qualified responses to inbound leads
- Q - Talk us through the process before implementing AudienceStream Process was not standardised across business units, difficult to implement and maintain consistent processes, lots of human intervention I know that integration with SFDC was the one of the key drivers for adopting AudienceStream and improving marketing automation in Trend. Q – What did you want to achieve with this integration? Automatic updating and inserting of leads into SFDC. Consolidation of multiple trial requests from a single person Automatic prequalification and allocation of leads across EMEA sales organisation Standardisation of process Enrich data – sales representative has full profile and scope of lead before picking up the phone
- So I assume the project was a success for you to be standing here today? Joking aside, more than we expected really! More than we expected from the initial vision. 1. What’s this done for your sales cycle? A1: All about shortening the lead discovery time and enabling the sales team to act on hot leads. Capitalising on interest as it is happening and amalgamate this information 2. What about internal efficiency? A2: Hard to quantify, but the reduction in resources required to qualify leads is significant, hours per week at least. It’s also the opportunity cost – freeing up a paid resource to use their intellect on something else 3. How has this impacted on your process? AS does the bulk of the lead qualification for us. Move away from legacy systems to sending qualified leads straight to SFDC. We’ve removed the need for entry-level internal sales team to qualify every lead. Ended up with a process where by AS delivers the correct outbound sales team the correct leads based rules for each business unit, opportunity size, opportunity type and geography. Also reduces likelihood of wrong conversations with wrong people – reduced likelihood of churn and better customer experience. 4. What has this meant for you with regards your data? Single view of customer; no chance to get diluted, no chance of duplicates – AS automatically detects whether lead is already in SF and delivers as new or updated lead. Enriched, amalgamated data – more actionable and relevant for the sales team to drive conversion. We now own our data – not tied to any vendors’ black boxes 5. Anything else that we haven’t covered? I’m responsible for generating web leads. In the past, we could not attribute trials directly to web leads. Now we can. Charlie to discuss how this approach can be adapted for B2C.
- Implementation of Live Chat (WIP) Personalisation via tags (WIP) Display optimisation TBC: Impression-based tracking Q - How are you planning to use AS in the future after this success? LogMeIn – will only fire on certain circumstances (hot prospects), arms agent with their product preferences to have more qualified conversation. Personalisation – based on dynamic consumer profiles in AS, we can serve a modified, personalised website. Display optimisation - Rules-based delivery of content to drive down CPA and drive up ROAS – reducing tag requests = impact on reducing algorithms Apply decision tree from SFDC for B2B on to B2C TBC: Acting on more data – post-impression attribution – graphic on how-much data you can see 1.5% if click-only. Enriching the data as much as possible to improve sophistication of actions from it.
- Not talking about a Chinese! Smart automation: Reduce reliance on human input as a point of delay and error – pressure on teams, potentially jeopardising €100s of sales, want to make their lives easier; reduce reliance on expensive, external resources Allow teams to focus on what they do best – making business critical decisions, not churning through mindless processes Better data = faster, smarter sales qualification AS has made our sales team more effective: Enhanced data delivered in real-time to provide sales team with more timely, relevant information Zero latency on lead information Zero manual effort to drive lead information into SFDC instance Fewer unqualified sales efforts / whether new or not / fraudulent activity Data over long period of time – ensuring it’s about the right people, over a long period of time, building a profile and we own it Dare to dream Some people at TM, who knew complexity of business, thought this would be impossible. With AS as our DMP, only constraints were process, not platform. Became about managing communications internally, and sharing the dream. In a short space of time, this dream was spread through the business TM dare to fail! Big company doing an impression of a start-up in terms of infrastructure, credibility with benefits of agility Staying in the driver’s seat We do not to outsource our data! We do not want 3rd parties managing this. We want to be able to deliver the data to the right systems, at the right time. Not relying on third party black boxes, and whatever direction our marketing cloud takes in the future, we’re in the driving seat.