Think Global, Act Local. Strategies for Multinational CRM Success
To be a world-class organization, multinational B2B companies require a comprehensive CRM strategy and successful CRM relies on the accuracy of customer data and the ability to leverage that data – across borders – to drive meaningful and sustainable customer relationships. Multinational companies face especially unique challenges in acquiring, maintaining and optimizing their global marketing data for successful CRM and Addressability at Scale (AAS). During this session, Julian Archer, Research Director with SiriusDecisions, will discuss some of the obstacles facing multinational marketers – including, permission based email regulation, multi-cultural dynamics and technology considerations. Using these insights, Merkle will share innovative approaches for driving lead acquisition, advancing customer data and ultimately converting those leads into new, high value customers – using a "Think Global, Act Local" approach.
- Gain insights into the data landscape and the issues facing sales & marketing organizations operating globally, such as regulatory and cultural dynamics.
- Understand the importance of data for any multinational marketer and explore a "Think Global, Act Local" approach for successful global data sourcing.
- Discover the opportunities that are possible when advanced data sources are aligned to analytics and marketing strategies to move leads from anonymous to known.