人本营销_数字时代的CRM（英文版）_30页_3mb

Summary of People-Based Marketing and CRM in the Digital Age

Core Content

People-Based Marketing (PBM) is a modern approach to marketing that focuses on understanding and engaging individuals based on their behaviors, motivations, and life cycle stages. It is positioned as the new evolution of Customer Relationship Management (CRM), with a stronger emphasis on addressability and scalability. PBM integrates data, technology, and people to deliver personalized, relevant, and timely marketing experiences across multiple channels and touchpoints.

CRM, traditionally associated with software tools for managing customer data, now encompasses both customer relationship marketing and broader people-based strategies. The concept of CRM has evolved to include not only data management but also the orchestration of marketing experiences, the use of insights for decision-making, and the ability to activate campaigns effectively.

Main Points

1. The Landscape of People-Based Marketing

• CRM is a comprehensive strategy that involves people, processes, and technology to manage customer relationships.
• Customer Relationship Marketing (CRM) refers to the marketing approach that leverages data from various touchpoints to build and maintain profitable relationships.
• People-Based Marketing (PBM) is the new CRM, enabling scalable individual targeting through digital platforms.

2. The Capabilities of PBM

PBM relies on three core capabilities:

• Customer Strategy: Involves defining target segments, quantifying customer lifetime value (LTV), and aligning marketing efforts with life cycle stages.
• Performance Marketing: Focuses on measurable outcomes, audience insights, and campaign optimization based on customer journeys.
• Marketing Enablement: Includes data management, tag management, dynamic creative, decision management, and campaign management tools.

3. Key Components of PBM

• Identity Management: Aggregates known and unknown interactions into a single event stream for individual targeting.
• Marketing Databases: Serve as the central repository for customer and prospect data.
• Data Management Platforms (DMPs): Enable precise targeting and campaign performance measurement.
• Data Sourcing and Enhancement: Involves the integration of first-party, second-party, and third-party data for better insights.
• Onboarding: Involves mapping offline data to online identities and anonymizing it for privacy compliance.
• Insights and Reporting: Convert raw data into actionable insights, including audience, experience, and measurement insights.
• Attribution: Measures the contribution of marketing activities to business outcomes.
• Analytic Tools: Support data analysis, from basic reporting to complex modeling.
• Orchestration: Coordinates marketing activities across channels and media using tools like tag management, dynamic creative, and decision management.

Industry Trends and Reports

1. Salesforce: Leading the Customer Experience

• High-performing teams in the consumer products and retail sector are more likely to deliver personalized, omni-channel experiences.
• Integration of systems and data across departments is crucial for creating a single view of the customer.
• Customer journey strategies are essential for marketing success.

2. Marketo 2017 Marketing Predictions

• Marketing will shift toward increasing customer spend and engagement at every life cycle stage.
• Collaboration across departments (sales, marketing, customer success) is becoming more critical.
• Full-brain marketers (multi-talented generalists) will be in demand.
• Automation and self-service will become more prominent in marketing.
• CRM systems will become more integrated and user-friendly.

3. DestinationCRM.com - 10 CRM Trends to Watch in 2017

• Department Silos Will Fall: Integration between sales, marketing, and service will become more common.
• Technology Convergence: Companies will move away from best-of-breed solutions toward integrated platforms.
• Enhanced Knowledge Sharing: Systems of insight will replace systems of information for better customer understanding.
• Channel Blending: CRM systems will support multi-channel engagement more effectively.
• Deeper Behavioral Insights: Understanding the "why" behind customer behavior will be more important than just observing actions.
• Increased Automation: AI, machine learning, and chatbots will drive more self-service interactions.
• Gamification: Will make CRM systems more engaging and enjoyable for users.
• More Vertical Focus: CRM vendors will offer more industry-specific solutions.
• Exploration of Enhanced Realities: Technologies like VR, AR, and MR will start to be integrated into CRM systems.

Industry Reports on Players

1. The Forrester Wave™: Customer Insights Services Providers, Q4 2015

• Wunderman and Merkle were evaluated as leaders in database operations and strong performers in engagement strategy.
• Merkle was noted for its satisfaction among clients and application of behavioral economics.

2. The Forrester Wave™: CRM Suites for Enterprise Organizations, Q4 2016

• Oracle, Salesforce, Microsoft, and Pegasystems led the evaluation.
• These vendors are recognized for strong CRM suites, product integration, and support for complex enterprise needs.

3. The Forrester Wave™: Enterprise Marketing Software Suites, Q2 2016

• Adobe, Oracle, and Salesforce led the evaluation.
• These platforms support analytics, automation, and orchestration of customer interactions.

PBM Partner Considerations

1. Business Integration Services

• Provide strategic advice and support during vendor selection and implementation.
• Focus on change management, process redesign, and benefits realization.

2. Solution Providers

• Offer integrated marketing solutions, but selection can be complex due to the variety of tools and the difficulty in assessing integration capabilities.
• Organizations should consider business needs, use cases, and long-term goals when selecting PBM tools.

3. Agencies / Marketing Services Providers

• Play a role in delivering PBM strategies and campaigns.
• Should have expertise in both traditional and digital marketing methods.

Conclusion

People-Based Marketing represents a significant shift in how businesses engage with customers. It combines data-driven insights, technological capabilities, and strategic planning to deliver personalized and scalable marketing experiences. The industry is moving toward more integrated, automated, and insightful CRM solutions, with a growing emphasis on cross-department collaboration and multi-channel orchestration. Selecting the right PBM partners is crucial for successful implementation and long-term performance.