5. Age of the Customer
“Empowered buyers, disruptive digital
innovations…erase traditional competitive
advantages…the next wave will come from deep
customer knowledge, engagement tied to the
buyer's timing, and actions based on an obsessive
desire to deliver what your customers want before
your nearest competitor does.”
18. 18
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SEO
Digital Marketing Activities
Align Customer Buying Journey
EXPLORE EVALUATE PURCHASE EXPERIENCECBJ
CUSTOMER
CONTENT
CONNECT
+
Video
Infographic
Blog/Text
CFO
VPM
Nurture to sale
Influence new
Key Decision Makers
CIO
Social
Marketing
Automation
Video
Infographic
Webinar
Blog/Text
VPM
DMM
Marketing
Automation
1-1 Engagement &
Nurturing
Align TL to
Differentiation
Remarketing
CRO
Amplify Customer WOM
Blog/Text
DMM
VPM
Social Proof Persuasion
Sharing
Marketing
Automation
Social
VideoVideo
Infographic
Webinar
Blog/Text
DMM
Thought Leadership (TL)
Builds Trust
SEO
PPC
Paid Social
Content
Marketing
Display
Precision Advertising-
Create Demand
Create CONTENT to solve customers specific needs
Understand the needs of your CUSTOMERS throughout the CBJ
SEO
PPC
Display
CONNECT your customers with that content
19. “Great marketers focus on people… their
needs, behaviors, intentions, wants… Avoiding
the shiny temptations of marketing solely to
things – like devices, channels, technologies.
Never been more critical… Staying focused on
the people and motivations…marketers can
catch an incredible wave of opportunity.”
23. “…companies are seeing an average
15-18% Lift in Revenue…
As result of implementing
closed-loop & Optimizing”
- Tina Moffett, Attribution Analysts Forrester Research
Found myself frequently answering these questions on behalf of marketers
I believe…
Data becomes the “introduction, enabler & insight” into those relationships
CUSTOMER RELATIONSHIPS = Greatest Company Asset.
NOT Product- obsolete
NOT IP- intellectually less valuable
NOT Brands... irrelevant
“Empowered buyers, disruptive digital innovations…erase traditional competitive advantages…the next wave will come from deep customer knowledge, engagement tied to the buyer's timing, and actions based on an obsessive desire to deliver what your customers want before your nearest competitor does.”
GM, +100 years
1999 largest market cap US > $50B & stock @$100
< 10 years… bankruptcy
< 7 YEARS
MARKET CAP > $80B
2x+ Market cap of GM in less than ONE decade…
From push to pull Marketing
From Brand First to Customer First
Where… customers have control…
Needs help
First: close the loop then derive insights from the customer journey
Second: attribute what worked what didn’t, use that to score channels, behaviors and conversions
Last- drive improved business outcomes- personalize the customer experience and create more effective and efficient sales team/process
Not sure how the stop light is telling the sales effectiveness story?
Empathetic approach- what customers need each phase of the journey- their mindset
Multiple Roles- 2-10
Not Linear- frenetic & frenzied
Alignment- marketing strategies and tactics to customer needs… align sales to provide value at the right time.
“Great marketers focus on people… their needs, behaviors, intentions, wants… Avoiding the shiny temptations of marketing solely to things – like devices, channels, technologies. Never been more critical… Staying focused on the people and motivations…marketers can catch an incredible wave of opportunity.”
Need to clean a bit- showing measurement from channel to lead (blue arrow)
“B2B companies are seeing an average
15-18% Lift in Revenue…
Result of implementing a closed-loop & optimizing…”
According to Tina Moffett, Forrester Research’s lead analyst on Attribution Analytics, B2B companies are seeing an average of 15-18% lift in revenue as a result of implementing a closed-loop attribution system and then optimizing Marketing programs based on the more sophisticated
Rules-based approaches.
Attribution based on rules — including even-weighted, position based, and time-decay models — allows marketers to assign fractional values to each marketing contact based on predetermined rules (see Figure 2).3 Marketers and their vendors can also create custom weights based on their own analysis and the assumptions of their business and industry. The downside to a rules-based approach? Marketers often view it as an arbitrary way to assign values to each marketing touchpoint, leading some to see it as no better than first-touch/last-touch attribution.
Advanced statistical approaches.
Advanced attribution approaches leverage statistical or probabilistic models that produce and assign appropriate values to each interaction (see Figure 3). The model is based on past customer interaction behavior data, which drives the appropriate weights for each interaction. Most attribution vendors employ this approach, which typically provides the most accurate picture of the customer journey. The only drawback is that marketers believe they need to be experts to understand this approach and understand how effective their marketing really is. As one marketer put it, “Often, it’s like putting my data into a black box and not understanding the magic formula that generates the results that come out.”
Traditionally marketers look at the reach and connections and calculate their conversion rates based on those 2 metrics. However, there are a lot more metrics that can indicate higher engagement such as usage and content consumed and should be looked at holistically at the individual level or company level to accurately gauge engagement
Individuals or companies with the highest Engagement Factor are the most likely to become buyers.
Individuals or companies with the highest Engagement Factor are the most likely to become buyers.
Needs a little help
B2B sales cycle: Many prospects from a single company research yet in different BUs, or departments
Provides a detailed understanding of customer behavior and experiential trends
Provides a detailed understanding of customer behavior and experiential trends
Company level
Provides a detailed understanding of customer behavior and experiential trends