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Socialize Your Insights: 7 Steps to Implement Your Marketing Research Insights Using Salesforce

“Socialize Your Insights” e-book presents ways you, or any market research professional, can raise awareness and accelerate implementation of your insights using Salesforce.  This e-book will guide you to take your insights to a higher level, a social level.  Bring your insights to where your colleagues and peers live, their Salesforce cloud.

Introduction
Over the past 10 years, a tremendous amount of innovation has occurred in creating new ways to capture feedback from prospects and customers. Online survey platforms, social media monitoring services, communities and advisory panels all have created unprecedented opportunities to uncover and engage with customers on a completely new level. Insights can now be generated quickly, specific questions can be fielded and conversations around a strategic idea or initiative can be initiated, moderated and turned around for research users at a high speed with incredible accuracy. Corporate Researchers now have amazing tools to capture feedback and many tools no longer lie exclusively within the domain of research. In fact Brand Managers, Product Managers, Engineers, Marketing Managers and many other non-MR related titles now utilize research tools to gather insights, from researchers, and find ways to engage their prospects and customers. 
 
“Big data” can now be combined with feedback to bring together unique ways of looking at what customers are doing, how they come to purchase decisions and to uncover trends in their infancy giving companies a head-start on new product ideas and marketing campaigns. This e-book looks to build off of this new level of insight gathering and curation and dives into implementing those insights. 
 
1. ENGAGE ON CHATTER 
Among respondents who utilize each, administrative and sales applications emerge as the top two most valuable. Respondents find the least value in social applications such as Chatter and polling. 
  • Start using Chatter to its full potential! Use chatter to start conversations around insights which will help create institutional memory on specific insights and also capture conversations for all to see without having to call lengthy meetings. 
  • Create a consistent #insight hashtag to make sure your internal colleagues can quickly identify new insights throughout chatter. 
  • Consider creating a group for your research department to help not only share insights but to also start conversations on the types of research you should be conducting. 
  • Get feedback on defining scope for your upcoming research projects, push staff to tell you what types of issues they are facing and allow open discussion on where your company and brand needs better understanding from the voice of your customers. 
 
2. CREATE SENIOR LEVEL BUY-IN 
It would be more effective for the implementation of research insights if those in Sales and Marketing could see research insights about customers directly on Salesforce, followed by Corporate/Executive management. 
  • Push Senior Level colleagues to “like” insights and chime in on conversations to add weight to your corporate researchers and their insights. 
  • Allow entire company hierarchy to see which insights rise to the top of the “like” foodchain. 
 
3. ADD MARKETING RESEARCH INSIGHTS TO CUSTOMER CONVERSATIONS 
More than eight in ten respondents prefer to personally interact with customers to receive insights on them. Four in ten use Salesforce to gather insights on customers. 
 
39% Use Salesforce to gather insights on customers to make decisions 
  • Drive communication on insights from double-blind research! Too much reliance on salesperson feedback can create biased forms of insights. 
  • Embrace those individuals that use Salesforce to gather insights on customers and make sure they see your insights in addition to customer feedback to salespeople. 
 
4. SCHEDULE YOUR INSIGHT EVENTS 
A conversation with market research staff emerges as the most effective way to access market research insights about customers. This is followed by a PDF market research report and an “Insights” button directly on Salesforce. 
  • Utilize the event functionality on Salesforce to promote webcasts of research findings and to align colleagues on latest insights. 
  • Use the events functionality to let staff know when and where they can next visit behind the one-way mirror for your next focus group. 
  • Let sales people, R&D, marketers and especially Executive staff hear first hand your moderated research feedback from the field. Many salespeople are shocked to hear insights that they never hear in the field, and to see what customers really think without the filter and haze of negotiations and relationship history to cloud their remarks. 
 
5. UTILIZE POLLS 
Nearly all respondents do not use the polling feature offered on Salesforce Chatter. 
  • Consider polling the value of an insight, study idea, strength of open-end, power of a qualitative finding and any other metric relative to the marketing research process. One of the best ways to judge the value of an insight is to have your colleagues vote on it. 
  • Allow your company to give input on the direction of your research design and findings, from survey design to reporting templates (without letting your project scope drift). 
 
 
6. UTILIZE MARKET ANALYTICS 
Though it appears those within Sales and Marketing job titles have higher usage of Salesforce Chatter than those within other job titles, no statistically significant differences exist between the two groups. Usage of Salesforce Chatter is comparable within all job titles. 
  • Watch the open rates on emails that utilize research insights to determine most impactful insights. 
  • Put a particularly powerful brand insight directly into the subject line of a direct marketing email and test it against a professionally copy-written email subject line. 
  • Don’t judge who has better feedback (your customers or your marketing staff) but let the open and click-through rates speak for themselves. 
 
7. FIND YOUR BRAND CHAMPIONS AND BRAND NON-LOVERS 
Look on chatter to discover the customers that love your products, love your people and will stand by you through thick and thin and identify them as “Brand Champions”. 
  • Utilize Brand Champions as sounding boards for new ideas, be it through sales staff they know or even the more social members of your insights team directly.
  • Derive ideas for improvement and constructive thoughts on how to better position your company.
  • Listen to your customers that have, for whatever reason, a temporary bad impression of your brand or your company.
  • Delicately handled, these individuals too can be great for 3rd party IDI’s to determine where you went wrong and at what point your customer experience went awry.
Conclusion 
Fight inbox fatigue and allow your colleagues to pull insights socially from Salesforce. Allow your staff to “pull” insights from Salesforce at their best time and place rather than “pushing” insights without regard to their current task list, inbox and meeting overload. 
 
When presented “socially”, your insights: 
  • stay customer centric 
  • have a longer shelf life 
  • present the Voice-Of-YOUR-Customer unfiltered and unbiased 
  • respect the time, inbox and meeting restraints of your colleagues! 
 
Background
Clear Seas Research, in conjunction with ResearchNow and myCLEARopinion, conducted a Salesforce Usage Study of Salesforce users across multiple titles and industries in order to provide detailed information on the use of Salesforce.com within business practices. 
 
Objectives: 
  • Assess the value of various Salesforce applications 
  • Identify most effective ways to access insights from market research 
  • Determine willingness to download apps to Salesforce toolbar 
Survey Method: Web 
 
Fieldwork Dates
  • myCLEARopinion: March 1 –28, 2013 
  • ResearchNow: March 25 – April 4, 2013 
 
Total Completed Surveys: 104 completes
 
 
This content was provided by Clear Seas Research. Visit their website at www.clearseasresearch.com.

Company profile

Clear Seas Research

Clear Seas Research

Troy, Michigan, United States of America
Telephone:
(248) 786-1683
Email:
info@clearseasresearch.com
Website:
www.clearseasresearch.com
About Clear Seas Research:
Clear Seas Research facilitates superior decision making in today’s data driven world by making the complex clear.
www.clearseasresearch.com

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