Digital Communication and Marketing Automation For Technology Companies: SalesPanda Value Proposition
Agenda • Current Structure of IT Marketing & Sales
• Current & Rising Adoption of Technology • Marketing & Sales : Key Challenges & Need • How SalesPanda Can Help • Key Benefits
Current Structure of IT Marketing & Sales
Current & Rising Adoption of Technology Demand of new technologies is rising at a good pace due to increasing needs, awareness and digital adoption of customers. Thus, now the companies are starting to aggressively focus on digital marketing. Below is a global synopsis of the current & increasing usage of different technologies,
Source - Spiceworks: State of I.T Report
Consultative Sales in I.T Sector The needs and interests of a customer changes with every new stage during the buying cycle. Therefore, consultative communication & engagement throughout each customer life cycle becomes very crucial not only convert bur to also retain customer for a long time. Up Sell Cross Sell Advocacy Retention
Up Sell & Cross Sell Campaigns Feedback Surveys, Referral Communications, etc
Purchase
Case Studies, Servicing Docs, Webinars, etc Evaluation
Awareness
Proposal, User Guides, Testimonials, etc eBooks, Whitepapers, Reports, Webinars, etc
Blogs, Social Media Posts, Email, Videos, etc
Customer Life Cycle Stage
Sample Communication
Key Challenges : Marketing & Communication When it comes to digital marketing & communication then there are different challenges faced by O.E.M’s, vendors and resellers. Below is a brief synopsis of their respective challenges, •
O.E.M/Product Companies Marketing & Communication : Centralized communication mechanism, integrated lead management system, regulatory compliance and analytics are some of the challenges faced, etc.
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Distributors Marketing & Communication : Communication support, lack of proper tools, communication sync with central marketing team, support, lead follow up & management tool, etc.
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Resellers/System Integrators Marketing & Communication : Lack of digital understanding & marketing automation tools, improper communication mechanism, negligent support & coordination with central marketing team, non-compliant messaging, etc.
Integrated Digital Marketing: The Need Need is to have an integrated & automated system to support with content, intelligence and leads to be productive and effective in communication, demand generation & leads management. •
How to enable the reach of content to the right target customer group and establish a strong brand recall? (Customer Reach & Brand Recall)
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How to create demand pipeline with centralised marketing campaigns using email, social, whatsapp and website inbound traffic (Demand Creation - Leads)
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How to create leads and pass to direct sales team for closure? How to ensure that the sales team communicates the right message when they meet? (Sales Pipeline & Communication)
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How to ensure consistent communication and engagement post sales? (Customer Relationship)
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How to help franchise partners & Resellers leverage digital marketing together and reach their customers digitally ?(Channel Digital Marketing)
Customer Reach & Brand Recall A google study states that prospective buyers today do not contact the vendors until 57% of buying cycle is already complete - they instead research online on search and social channels to shortlist their choices. This means that having negligible online presence could mean that you're effectively out of the race before it even started. With SalesPanda you can establish yourself as a thought leader in the industry to build a positive reputation for your brand and gain a large following. Solution : SalesPanda driven engaging campaigns on email, social media and whatsapp
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Create online presence by creating marketing collaterals through SalesPanda’s content editor such as client experience documents, case studies, blogs, and more.
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SalesPanda allows you to create a fully customizable sub-domain on your website to showcase content from your content library. .
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Content can be further shared on FB, LinkedIn, Twitter and WhatsApp to amplify the reach and ensure a strong brand recall.
Type of Content Educational content ranging from ‘Blogs, Testimonials, Case Studies’ to ‘Solution Documents, Use Cases, etc’ for life stage based solutions.
Demand Creation - Leads Centralized campaigns via email, website and social media with customized landing pages can help in creating a lead pipeline across different distributors & resellers from their different territories. Also additional search and social ads (Google, FB, Tw) can be placed on same landing pages to augment demand. Solution : SalesPanda driven centralized digital campaigns with lead conversion • Email campaigns with landing pages on different services & solutions.
• Search and social ads linked to landing pages to augment the leads. • Social media leads from sharing on different platforms. • Single integrated dashboard to optimize conversions by source, content or conversion method. Type of Campaigns •
Product & solution campaigns by need and proposition.
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Up sell, cross sell campaigns to existing customers.
Sales Pipeline & Communication Sales team need consistent feed of leads and meetings to keep up their productivity. Leads generated by SalesPanda can be passed on to the sales team by their territory or customer base. Sales team also need help on content for communication during and after sales meeting.
Solution : SalesPanda pipeline management •
All leads from different campaigns are stored centrally in a pipeline management system.
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Leads can be distributed to the internal sales team based on their territory & regions. Other lead distribution criteria can be customized if required.
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Sales content is stored in the library for these resellers to share during meeting or post meeting.
Type of Communication Content
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Prospectus, Forms, Thank you mail, Comparative Documents, Benefits, etc.
Customer Relationship Sales is an ongoing relationship and its very important to keep those relationships warm. Sales & relationship executives meet customers only during sales and renewals or for any support request. There is a need to maintain consistent communication with customers sharing regularly educational content, videos or new information as whenever they come. Solution : SalesPanda driven communication campaigns
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Customers can be sent monthly or fortnightly newsletters which can be designed in SalesPanda content editor and sent using the SalesPanda email tool.
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Regular mailing lists can be built for prospective customers to pitch new value propositions.
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Up sell, cross sell campaigns can be run targeting customers who have a relative propensity or suitability based on their needs & buying history.
Type of Communication Content •
Newsletters, Infographics, HTML / Text Emailers, Engaging Videos, etc.
Channel Digital Marketing Chanel Sales Partners (distributors/resellers) have a valuable asset in the form of their local connections, while the principal is equipped with the proper resources for marketing & communication. Each channel sales partner on an average has about 10,000 email prospects, 4,000 social followers, 2000 WhatsApp contacts, and approx. 2000 website visitors. All these with an opportunity for multiple touches every month. The only things holding them back are well defined marketing campaigns with quality content and a digital tool to automate this entire process. Solution : SalesPanda’s Web Syndication based Digital Campaigns •
Principal creates collaterals, email campaigns, social posts and stores them in the content library. The content is shared with partners via web content syndication.
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Partners use these pre-built campaigns to communicate with their email database, share posts from library on their social media and whatsapp, etc.
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Leads are captured for each partner separately and they can see their own pipelines and dashboards.
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Principal can see an aggregated dashboard across partners.
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Principal analyses what campaigns and content are working and optimizes the required ones for better results. The cycle then continues.
How SalesPanda Can Help (Features & Use Cases)
Digital Marketing Process Automated by SalesPanda
Content Relevant to Marketing Stages Technology companies should develop campaigns by different content types for different marketing cycle stages.
Analyze
Convert • Case Studies
• Articles
• Testimonials
• Blog Posts • Social Media Marketing
• E-Books
• Email Marketing
• Content Downloads
• WhatsApp Marketing
• Reports
• Videos
• Demo • Progressive Content Sharing • Lead Management
• Landing Pages
• Leads Analytics • Content Analytics • Dashboards
• CTA Leads Capturing
Attract
• Nurturing Emailers
Nurture
• Campaign Optimization
About SalesPanda SalesPanda is an inbound digital marketing tool which helps you automate your digital marketing for both being you as the principal company and different channel sales partners. It has integrated modules for content, email, social, pipeline and analytics.
SalesPanda – Content Marketing Features Content library – SalesPanda provides a CMS to manage content in a content library to upload and create new content like flyers, brochures, datasheets. Content Editor – Content editor helps you create marketing collaterals from templates for blogs, brochures, how to guides, educational guides etc. Content is stored in one location and can be leveraged by sharing it on email, website and social media. Content Showcase – Showcase is a repository of content which you can add as a plug in to your website for visitors coming in. You can also publish customized landing pages for capture leads on the showcase
Use Case for Technology Companies Content Repository- SalesPanda can be used to store existing marketing and sales content. You can create new collaterals and create multiple version and copies of the same. Content can vary by customer life cycle and need. It can be educational content for customers, training, etc. Single updated version of content – Content stored in SalesPanda can be accessed by marketers for campaigns as well by resellers for customer interaction..
SalesPanda – Email Marketing Features Email Templates – SalesPanda provides facility for you to upload html mailers and save them as templates for reuse. You can also create text templates for mass or 1-to-1 communication Mass Mailing – SalesPanda allows you to upload mass volume of contacts using CSV, create mailing lists and send mass email campaigns linked to your landing pages. Leads captured flow into SalesPanda lead management system. These mailers can be HTML or text as required. You can monitor send, open, click rates as well as lead conversions from campaigns using campaign dashboard 1-to-1 customized mailers – At times there is need to send one on one personalized mails to clients. These can be for campaigning, nurturing or follow-up on earlier discussions. These can used by sales teams who can leverage pre-built templates.
Use Case for Technology Companies • New customers - SalesPanda can be used by marketing team to run demand creation campaigns. • Existing customers – Email campaigns can be run for newsletters and upsell-cross campaigns. Documents can be attached from content library or links from content showcase or landing pages can be shared. • Sales Communication- Resellers can use templatised mailers for seeking appointments or after meeting communications.
SalesPanda – Social Media Automation Features Social Sharing – SalesPanda provides you the facility to share content from library to Facebook, LinkedIn, Twitter and WhatsApp. Moreover, the leads generated from these can be also tracked by source.
Post Creating and Scheduling – Using SalesPanda you can create social posts and schedule them. Social Automation – You can also create a queue of social posts as per your preferred time of posting for different channels and automate the posting process.
Use Case for Technology Companies • Social posts can be created and automated using SalesPanda. This helps in creating followership, brand recall as well as leads from social media and whatsapp.
SalesPanda – Conversion forms & Landing Pages Features Landing Pages – Create customized landing pages for every campaign to capture leads. Link these to email campaigns, share on social post or even search and social ads for lead capture into the funnel.
Call to Action(CTA) buttons – You can create customized CTA buttons for every showcase button for lead capture. Engagement Windows– Create custom engagement windows like pop up, slider and top bars for your website, Link them to content library and capture leads into the funnel.
Use Case for Technology Companies • Forms and landing pages help in converting website visitors, campaign lists and social followers to leads and build the funnel for sales.
SalesPanda – Pipeline Management Features Contact & List Management- Upload volumes of contacts one time using CSV upload or capture inbound contacts using campaigns, all in one place Lead Management– Get all leads inbound and campaigns leads in one place. Nurture and progress those leads using 1-to-1 emailers or download them as excel. 360 degree contact view– Get a single view of contact across various leads and activity to see the growing interest of the prospect.
Use Case for Technology Companies Leads generated can be managed centrally and passed to relevant sales teams to be nurtured and tracked.
SalesPanda – Analytics Features Email Analytics – Track the send, open, click rates for every mass and 1-to -1 campaigns and also track the leads associated with every campaign. Lead Analytics – Track leads by source – Direct, FB, Twitter, Whatsapp, e-mail etc and by conversion methods like landing pages, forms or engagement windows. Content Analytics – Track and optimize content to see which content is giving better ROI from which source of lead
Use Case for Technology Companies • Analytics can help in optimizing the content being shared on social or sent in campaigns.
• Moreover, it will also help in analyzing the best channel for lead generation.
SalesPanda – Digital marketing for Channel Sales Partners Features Syndication for channel sales partners – SalesPanda provides you facility to syndicate content, campaigns and landing pages for different vendors/resellers and sales executives if required at later stage. This help you run the same campaigns via different branches/franchise. Syndication for sales – You can decide to have different access to sales content for different marketing/sales team if required based on their roles. Different Resellers will see only content assigned to them as per their role. This feature needs to customized.
Use Case for Technology Companies • Syndication helps in centralized brand and communication control but leveraging decentralized demand generation. • Resellers can use the content and campaigns provided by principal and send to their local databases and on their own social handles.
Key Benefits • Increase in pipeline and revenue as campaigns are run centrally using digital reach and passed to direct sellers.
• Single digital platform for all three mediums - web, email and social. • Integrated pipeline management for contacts and leads. • Better customer relationships with an always-on based communication policy that is driven centrally. • Up-sell and Cross-sell opportunities with targeted central campaigns. • Improvement in seller productivity and satisfaction as they feel equipped with relevant content to better manage their customers.
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