How Customers Happen

through

People ● Process ● Technology

A capabilities briefing from

Business Intelligence

Mob

ile

ContentMarketing

Email

ReputationSocial !

Automation

CRM

SFA

CRM

SFA

The new normal: C.H.A.O.S. (Customers Have Altered Our Strategy)

Embrace the chaos! Customer behavior is changing quickly, creating opportunity for the nimble and prepared.

Our approach: MAAS - Marketing as a Service.

We help you become more savvy, build capability, evolve, and grow revenue.

We help you, your customers and opportunity find each other.

Whatever your objectives, we work with you to build success in the fast evolving customer driven world.

Your customer’s value journey may not be linear ...

purchase

recommend

share

co-create

align

… but it can be discovered and managed.

We are now all “Generation C” (Connected). Do you make Connection easy for your customer? We make that possible.

With MAAS (Marketing as a Service), we help you modernize your people, process and technology to build a shared customer view so anyone in your organization can engage,fully informed, and have the right customer conversation. No more blind dates, dropped balls, or forgettable e-blasts.

Instead: a nimble, elevated relationship and an enhanced value exchange, where you and your customers know which next action is most profitable and valuable. Where you can deliver satisfaction with speed, accuracy, consistency and reliability.

Enough about B2B and B2C. Today it’s E2E: Everyone to Everyone.

Do you know your customer as well as they

know you?

How Generation C behaves

Organizations with robust omni-channel environments convert sales at a rate nearly three times higher than other organizations who have limited or poorly built online environments.

It isn’t easy. To complicate matters, Generation C is actually many audiences, each with its own level of online comfort and behavior.

How are you communicating with Generation C? How do you enable them to communicate with you and one another, in ways that shape your brand value? We can help there.

Credit, McKinsey & Company

Generation C has many audiences

Sales Marketing

People

Direct sales, Support and Enablement

Brand Activation, Audience Development

Advisory, Project and Direct Roles

ProcessDemand Generation, Pipeline, Forecasting, Account Development

Email, Social, Mobile, Event, Web,

Omni-channel, Multimedia

Technology Sales & Marketing Automation, Web, CRM, Email marketing, Data Analytics, Digital Media

Through our MAAS solution set, we give you the people, process and technology resources your organization requires to evolve, extend and excel.

Marketing as a Service (MAAS)

We help you to assemble all relevant stakeholders to clarify strategy and tune tactics around sales, services, marketing, customers and audiences.

Each of our clients has unique needs and goals. We respond with a blend of people and services to create solutions that increase Customer Lifetime Value.

Whether you feel daunted by choices or wish to exploit the potential of a solution you’ve adopted, we help you benefit from your investment.

Our Strategic Services

With your markets, strategies and processes well defined, your people, process and technology can align to deliver fuller value.

2. Customer Engagement We help your team build capability so anyone can have the right conversation with the right person at the right time in the right context, on the right channel, building loyalty and revenue.

1. Audience Relations We help you identify audiences, gain new actionable insights and confidently communicate with greater relevance to enhance relationships, add value and boost revenue.

Our Tactical Services

Content, Conversation and ConversionContent and data can help you cultivate highly relevant one-to-one relations among your target audience members to improve sales, marketing, service and value. We can help you boost the ROI of your technology solutions with:

Our Tactical Services (continued)

3. Rich Relevance We help you build expertise to create compelling content, recombine it, and build personalized, relevant interactions with people in various stages of engagement. We help you exploit mobile and social technologies to improve relevance across time, device and location.

4. Reporting and Insight We deliver interpretive tools based on your own data so you can quickly identify the most impactful actions, pivot nimbly, and act confidently.

Content (attract)

Conversation (engagement)

CommunityCustomer

Conversion

form data demo/trial requests

sales orders

Social Object • Picture • Video • Blogpost • Profile

• Event • Link • Vote • Document • Survey •

Review • Blog comment • Status update

Our Tactical Services (continued)

5. Analytics We give you the analytics services and support you need to get actionable insight from your data. The more you know about customers and prospects, the better you can engage them on their chosen channels. We help you connect better to improve response rates, boost revenue and increase Lifetime Customer Value. Put an end to analysis paralysis. Our data analytics and visual reporting expertise help you measure what matters to gain insight and take action.

Data

Information

Analysis &Insight

Decisions

Structured Semi-structured Unstructured

Physical Virtual Contextual Societal

Performance Deduction Inference Prediction

Next best action Prevention Suggestion No action

$

Conceive Take an idea and develop it on-brand for you

Design Craft a compelling visual and verbal story

Package Assemble the message into a post, .pdf, etc.

Showcase Identify and engage a target audience

Channelize Optimize it for each channel

Our Tactical Services (continued)

6. Visual StorytellingWe are now all media companies, and yet few organizations or agencies have the in-house talent to deliver a responsive, same-day result that gets results. We have the talent to:

Client Example: Crushing it on LinkedIn. This is how they do it.

Strat Pack We evaluate your performance against goals to help you gain perspective.

- or -

Project Management We jointly develop initiatives that meet your evolving needs, with dedicated resources and hands-on involvement.

- or –

Team Play We augment your team with expert talent for tactical execution on key initiatives.

Our Operational Services

+

When you need to gain perspective, we are ready to advise, engage and perform, with just the right level of assistance to help you execute on strategy.

Our Capability Clusters

MARKETING ALIGNMENTMarket analysis, product marketing strategy, customer value journey maps, ROI analytics, marketing plans, revenue planning, mobile-first audits.

DIGITAL MARKETINGIncludes content and systems: Sales Process mapping; Content mapping; content marketing; Multimedia content creation; buyer journey mapping; database development; system selection, integration, optimization; ROI analytics.

EVENT MANAGEMENTFill seats at signature events in online and arena venues: Online marketing - portals, email, social; Ticketing and audience management; speaker/sponsor recruitment; Host Site relations; public relations; media relations.

EMAIL MANAGEMENTOur client email campaigns get “best in class” results. Email management services can scale to suit any budget and audience, and include: Campaign design; Omni-channel distribution and social integration; Delivery and Optimization; Landing page conversion; sender reputation management.

SALES ALIGNMENTDigital strategy; Account research; demand generation; multi-touch Inside Sales programs; Lead Management; Campaign Management; Social Selling; Modular content; Predictive analytics; CRM optimization and user adoption.

BRAND ACTIVATIONBrand Usage Guides; Brand Design; Asset development (video, audio, collateral); Brand Journalism; Omni-channel distribution; sentiment insights; performance measures.

SOCIAL MEDIA, SOCIAL BUSINESSChannel setup and user training; Community and Influencer development; Social Business training; Crisis Planning; Tweetchats; Promotion campaigns; Reputation Monitoring; Customer and Community management; Sales conversion.

INTERACTIVE DESIGNWebsites and microsites; User Experience; Buyer Journey; Campaign Landing Pages; Logo & Graphic design; Digital Photography; Campaign and brand support.

Engagement Options

Description Key Advantages What you get Value Control Flexibility

Managed Service

Provider (MSP)

“Strat Pack” Performance

Review

Team PlayerProject

Activation, Staff

Augmentation

Project / Program

Management

Clearly defined set of services. Setup fee plus

ongoing flat or near-fixed monthly fee.

Free up internal resources.

Outsource ongoing innovation. Predictable

monthly budget.

Greater value from your investment. Tap expertise in social selling, content marketing, CRM administration, agility

training, user adoption, governance and policy development.

Complementary expertise to fill knowledge gaps. Gain new objective perspective.

Project fee.

Carve out a specific operational review

Integration of external resources with your in-house team for critical

transformation projects.

Add contractors as demands change. Least expensive,

most flexible method. Monthly fee.

Access a full range of experts on

demand. Elasticity. Outsider

perspective. Best cost/control

option.

Faster need fulfillment for deep expertise in specific areas. Flexible terms - contract, convert to hire, or

direct hire.

Outsource entire projects. Our firm partners with you.

Deep domain, business process and technology expertise. Phase-based project fee schedule.

Access to expertise and proven

methodologies.

Business transformation partner. New levels of performance within and

across workgroups. Better adoption of technologies and processes.

It has never been more essential to transform.

All you needed was the right partner, and here we are.

Start your transformation today.

Ed Alexander Chief Digital Consultant ed@fanfoundry.com+1 (781) 492-7638 USA East

For more information, contact:

Asset Management

BI & Business Development

Email Marketing

Marketing Automation

Content Marketing

SFA / CRM / Database

Appendix: An Agile Marketing, Sales and Service Governance Platform

PublicVisitor

LeadProspect

Customer

Lead Scoring – conversion, click-through, multichannel

interaction, form fill, downloads, social interaction

Personalized Journeys – Sales engagement, Opportunity creation,

contact with Buyers, Decision Makers and Influencers

Campaign Attribution

Governance

Revenue Attribution

Syst

ems

of E

ngag

emen

t Sy

stem

s of

Rec

ord

Community

Qualification Route to Sales

or Nurture Community

Awareness Web, Media, Event, Social, Mobile, App

Acceleration Behavioral Triggers to

engagement

Acquisition Encourage

Leads to talk with Sales

Call to Action Gather data, drive

engagement, retarget

Re-engage Prospects

who do not buy

Purchase Close,

Upsell, Support

Forecasts

Client Development – Conversion, Engage with

Sales, Service and Delivery Teams, R&D, Advocacy

IncrementalRevenue

Goa

ls

Ope

ratin

g Pl

ans

Fina

ncia

lM

easu

res

Lifetime Customer Value

Value (transaction, relational)

as Competitive Advantage

Branding & Journey Mapping

Development, Activation

Revenue Goals Market Segments

Need

Consider

Evaluate

Journey

ROI

NegotiateUse Promote

Endorse

Value Building

Dear B2B: Where to you want to go?

How would your customer answer that? What capability do they want to build?

Are they seeking to: • Find new buyers?• Increase sales to existing customers? • Increase customer retention? • Reduce the cost of sales and service?

Your customers’ answers will guide your own answers to that same question.

Then you will know where you want to go.

B2B Goals

Build Capability