Archive for May, 2009|Monthly archive page
Online Community Lead Identification – Part 1
A few weeks ago, Michael Thomas ( President of the CRMA & CRM guru at the social media platform company, www.neighborhoodamerica.com )and I were collaborating on a topic that is of great interest to a lot of Sales and Marketers…
How do you create actionable information from an online community? This is relavent as more companies are integrating online communities into the corporate websites. The challenge that I am hearing repeatedly is “how do you identify leads in your community so that you can get them into your CRM system to begin the sales pursuit?”
In short, how would use the interactions within a community to identify interest that you could then qualify through activity scoring? There are several fine lines that are involved…
1. Difference between servicing a potential buyer and turing off someone who is just “looking”
2. Online communities are supposed to be educational and not for hard sales
Both are valid concerns and I think can be addressed. Online communities, if done correctly, are not about the hard sell, but about creating a thought leadership and evangelism center for your company. Potential buyers know that when they visit your website, you are providing the information to assist them in buying. Potential buyers also do not want the hard sell. Online communities can provide the education AND the engagement if done correctly. We all want to please our customers and have them appreciative of our service. I think it largely is based upon expectations. We all appreciate when Amazon provides a recommendation that we like. We all wish the recommendation engines were smarter.
If you host a branded community on your website, there is a different expectation versus an unbranded, open industry community. Most of us are willing provide our contact information in exchange for whitepaper or webinar access. A vendor provides access to their community with the understanding that, if you look interested, they will approach you to guage interest, but won’t harrass you. If they could do a better job of determining when you were interested and serving up content to assisy you in making a better buying decision, would you mind?
The next several posts will outline the basics of online community lead scoring. I will also outline a community example that we are all familiar with: Linkedin.
I will also ask Michael to weigh-in from his blog: www.crm2.blogspot.com
Part 2 – https://rosenhaft.wordpress.com/2009/06/01/community-lead-identification-part-2-linkedin-example/
Note to CEO: You Can’t Score Playing Defense
How are your sales today? Down a little bit? Taking longer to close? Pipeline a little less robust? Hearning a lot more excuses?
How are you responding? Cut budgets? Attending less shows? Cutting expenses across the board?
Sound like your company? Sounds like a lot of companies. Welcome to a recesion…
But, underlying this, there are some fundamental changes happening in markets. The traditional lead generation and sales activities have subtly been dimishing in their effectiveness. Tradeshow attendance is slowing (even before the recession), webinars attendance isn’t as easy to generate, email marketing response rates seem to be low, etc. I had a conversation with a friend who told me about a company that found a way to double sales; they doubled the amount of SPAM they sent out. This is definitely one way to get attention, though I wouldn’t recommend it.
The reality is that the model for lead generation is changing as dramatically as the buying model. Buyers are inudated with solicitations from all channels. They are tuning out the noise because it is so overwhelming. It costs nothing (or close to nothing) to distribute SPAM email, facebook updates, linkedin updates, tweets, etc. so the volume is dramtically increased. Now add in the fact that the traditional activities has been diminishing; tradeshows, conferences, press releases, advertising, telemarketing, direct mail, etc.; coupled with the recession; and there should be no surprise that doing the same activities won’t get suddenly better results.
So, what do you do?
A. Play Defense– Hunker down, focus on your existing customers, and hang on – not a bad strategy if your sales aren’t too far off and you are profitable. It won’t necessarily generate revenue growth and i potentially opens the door for your competitors time to find an advantage that does lead to their growth. Also, at some point, you may find that the market has evolved and you have to play catch-up.
B. Go Kamikaze – You throw lots of things against the wall and see what sticks. You figure that the competitors are down so let’s take advantage of the fact. Not efficient, but should generate more opportunities. If some medicine is good, more must be better…
C. Change the Rules – take a step back and look at the changes in the market, buyers, and trends to see where you can selectively target for opportunity. Playing offense, but playing smart offense looking for a way to score effectively and efficiently. May require changes to your target markets, offerings, client communication strategies, lead generation activities, and sales support activities.
Ok, so you say Option C sounds good, but how do you all of a suddent figure out how to change direction and effectively approach the market? Short answer is find someone (internal or external) who knows strategic marketing, the new marketing techniques, and how to integrate online marketing. This person must not be a “talking head” consultant, but someone who can get there hands dirty. This person must be able to effectively manage multi-channel lead generation, build metrics for their activities, and fully integrate the “new” with the “old”. This person must be able to understand your market, your organization, and your culture. They also must come in with a plan that makes sense to you with clear milestones, investment requirements, and timelines.
At the end of the day, as CEO, you may not understand the how to apply the new marketing techniques and technologies (facebook, twitter, online communities, blogs, web 2.o collaboration tools, CRM 2.0, multi-channel marketing). You may not need to, but you at least need someone who can develop strategy & can communicate the business fundamentals behind the new techniques and tools if you want to “change the rules”.
The Triple Crown of Web 2.0 & Online Application Development
From a product management perspective, the three major critical success factors for building online applications are Adoption, Distribution ,and Value. Notice that functionality is not on the list & I will explain why. Also, you may think I am having a product management conversation, but as with any good marketing, it has to be rooted in economics. More importantly, focusing on customer acquisition costs.
Unless you have are building your online application as free-ware without a way to monetize the relationships (there are a good number of Silicon Valley garage & VC backed companies still doing this, also a good number of IPhone apps), then eventually you have to figure out how to make money from the application that you are building. Even if you are creating a free application to drive distribution, but you assume that at some point that you will sell something, upsell something, or advertise something; then you probably need to have thought though these issues.
1. Adoption – in a previous post, I discussed why adoption trumps functionality in Web 2.0 applications https://rosenhaft.wordpress.com/2009/05/21/in-web-2-0-software-adoption-trumps-functionality/ Bottom line is that without users, web 2.0 collaboration cannot occur. You can look at the ecosystem of twitter or facebook apps to get an idea, but it works on a micro-level, as well. If you don’t get a significant percentage of your available population to use your application, it isn’t very valuable. With near zero distribution costs on the internet, the real price is customer awareness. You have to capture their attention and interest; otherwise the value of collaborative applications is marginalized.
2. Distribution – If you are distributing your application, you would assume ubiquitous distribution, but the problem is that so does everyone else. I had coffee with a CEO recently who told me that there wasn’t a great deal of competition for their application, but when I went online to do research, I found at least 25 or so competing applications. The direct competitiveness was questionable, along with the quality, but even if you gave it away for free; it would be difficult to break through the noise without significant marketing $’s OR a partner that could distribute the application. In essense, you need a “big brother” partner to assist you in breaking through the noise so that you can overcome the barriers to market entry. The partner provides the ability to differentiate from the crowd, gain awareness, and creates an assumption of quality. This can be a technology platform vendor (Iphone, Facebook, Microsoft, Sony, etc) or it can be an industry brand that the customers already buy a complimentary offering. Giving away a free application to drive distribution is also a good strategy, as long as it is part of a larger strategy.
3. Value – you have to provide more value than the prospective user will give; whether its there time, money, attention, relationships, etc. This sounds simple, but when you take into account market segmentation, competitive factors, and other market noise, it isn’t as easy. Let’s assume that you are servicing a vertical market with a very cool web-based application that allows the customer to save 20% off their transaction costs & shave 2 hours per user a week on a particular process. No brainer, they should value this application at least $1,200 per user per month, we should charge them $600. We are done, let’s go to market…. right? Wrong!
Pricing the application is more complicated than that when you take into account the switching costs from things they are doing today, competitive offerings, customer acquisition costs, exist costs, etc.
- You find out they are using an old windows application that they have been using for 12 years. 20% savings doesn’t really mean much to the people using it day-to-day.
- The business owner has an annual contract for support that has another 9 months left on it so the 20% isn’t as attractive as you would think.
- The legacy application does not have the ability to easily export the 12 years worth of data to your web application. So, even though you have used the latest technologies for creating your API, it requires professional services to transition them. Wipes out the 20% savings in the first year.
I could go on, but when you begin to think about how to launch a new web 2.0 application, even though it seems like a game-changer for the market, there are legacy issues that need to be thought through. “Build it and they will come syndrome” has tripped us a good many new improved software applications.
It is hard and costly to simplify the adoption, distribution, and value proposition, right? Yes and no. If you ask the market and potential customers, you will incur costs and time to understand and overcome the potential roadblocks, but the risk mitigation is priceless.
Some simple advise to close on:
- Go where customer is, not where you think they are… Customer perception is your reality…
- It is easier to sell to companies that have money… don’t be afraid of competition or large markets, but do your homework. Smaller, niche markets also can produce more revenue is the pain is greater.
- Customers buy from the company that is easiest to do business fromwith… registration, price, package, etc.
- Distribution on the web is about finding relationships to reach likely customers in buying mode…
- Value is identifying pain, “must have” versus “nice to have” – we are all overwhelmed with choices, where do we focus is prioritized based on our perceived needs. Even opportunities are based upon perceived pain.
- Emotional connection play a large part in impulse, attention, switching costs, substitutions, opportunity, & empathy – all of which play a part in buyer behavior
The single biggest mistake I see companies make in launching new online applications is that they do not think through the factors outside of their immediate control. If you had enough warning that you were going to crash your car, you could change direction or avoid a potential wreck. Involving distribution partnerships and customers earlier in the product development cycle is exactly the way to identify potential “app killers” and allow you to make that “killer app”.