This document discusses thoughts on customer centricity and marketing automation. It emphasizes that the purpose of marketing is to acquire, convert, sustain and grow customers through referrals. It also stresses the importance of having a clear direction and strategy, a strong customer database, and generating relevant content to earn attention. The document advocates automating marketing activities like email marketing while maintaining a customer-focused mindset from beginning to end of the customer experience.

1. Thoughts
on
customer
centricity
and
marke3ng
automa3on
Michael
Leander
>
www.michaelleander.me
>
@michaelleander
>
#ddmconference

2. See
your
picture
here

3. The
purpose
of
marke3ng
is
to
acquire,
convert,
sustain
and
grow
customers
whom
then
in
turn
will
a.ract
other
customers
through
referrals

4. DIRECTION
-­‐
purpose
-­‐
strategy
-­‐
tac>cs
-­‐
execu>on
-­‐
measure
4

5. From
wasted
to
wanted
Messaging
Customer
intelligence
Mass
Communica>on
Demographic
data
Customer
history
Contact
data
Personalized
Communica>on
Segmented
Communica>on
Transac>onal
Communica>on
Customer
transac>on
Inten>on/
behaviour
Data
source
Integrated
Web
analy>cs
Web
sales
Mailing
list/
database
CRM
system
Mailing
list/
database
Customer
value
Poten>al
benefit
=
Tailored
promo>ons
(sales)
Loyalty
Informa>on
Relevant
offers
Behavioral
Communica>on
Poten>al
benefit
=
Up-­‐sales/
promo>ons
Triggers
based
on
behavior
Trigger
on
transac3on
Newsle@ers,
surveys
&
one-­‐size-­‐fits-­‐all
promo3ons
Lifecycle
emails
Targeted
email
campaigns/
offers
97%
here

6. Essen3al
prerequisites
in
2014
1. A
clear
direc9on
and
enough
9me
&
resources
to
get
there
2. A
strong
database
capturing
essen9al
customer
and
prospect
informa9on
across
all
touch-­‐points
3. A
da9ng
mindset,
not
a
“sex
on
the
first
date”
mindset
4. A
relevancy
mindset
5. Approach
content
contextually
with
a
focused
conversion
objec9ve
for
every
piece
of
content
you
put
out
there

7. Know
your
browsers
and
buyers

8. Automate
marke9ng
• Email
marke9ng
>
All
good
marke9ng
automa9on
starts
with
geLng
her
permission
-­‐ Email
-­‐ Mobile
-­‐ Postal
-­‐ Telephone

9. How
do
you
earn
a.en>on
in
the
stream?
Ø Content
is
needed
to
get
into
the
stream
of
your
audience
Ø No
content,
no
eyeballs
Ø No
eyeballs,
no
interac9on
(out
of
sight,
out
of
mind)
Ø Timing,
relevance,
customiza9on
Ø Automa9on
?

10. Own
The
Experience
from
A
to
Z

11. THE
CUSTOMER
Experience
OMNICHANNEL
RELEVANCE
EMPOWERMENT
Innova9on
reflec9ng
the
9mes
we
are
living
in

12. 65
fast
paced
minutes
sharing
thoughts
on
these
areas
Where
are
we
exactly?
What
we
need
to
learn/unlearn
Customer
centricity
Marke>ng
IQ
Test

13. Which
presenta>on?
A
–
With
fun
B
–
Without
fun

14. What
really
decides
consumers
to
buy
or
not
to
buy
is
the
content
of
your
adver>sing,
not
its
form.
David
Ogilvy

15. Using
humor
is
fine,
but
make
sure
you
connect
to
your
core
value
proposi>on

16. May
I
be
blunt
?
• You
already
know
what
you
are
supposed
to
do
when
it
comes
to
customer
engagement,
marke9ng
automa9on
and
such.
Commonsense.
• Problem
is
that
90%
of
us
are
not
prepared
to
deal
with
the
technical
details
necessary
to
make
it
work
• And
50%
of
us
haven’t
the
resources
to
copy
write,
produce
content
and
such
• But
90%
of
us
have
no
problem
con3nuing
doing
what
we
have
been
doing
for
years
(“the
stronger
the
brand,
the
bigger
the
waste”)

17. iQuestion
Time
A
quick
marke3ng
IQ
test
for
Portuguese
marketers
and
a
look
at
some
of
the
changes
you
need
to
embrace
soon

18. Which
reads
the
most
words
per
minute
–
the
eye
or
the
ear?
2.500
words
per
minute
125
words
per
minute
Quote:
Eye
reads
20
9mes
faster
than
the
ear
@michaelleander

19. Picture
economy
is
here
to
stay

20. Let’s
set
a
new
world
record
• Take
a
picture
of
the
person
siLng
next
to
you
• Pass
the
camera
around
quickly
–
we
only
have
45
minutes
• Leave
business
card
if
you
want
Guide
to
get
started
with
Marke3ng
Automa3on
(June)
• Don’t
want
your
pic
on
Facebook
–
cover
your
face
Trondheim,
Norway
Sydney,
Australia

21. Visuals
s>r
emo>ons
in
a
heart
beat

22. Find
a
picture-­‐editorial
style
that
works
in
all
channels

23. Hero
shots
telling
stories

24. New challenges,
new opportunities, new fads
Touch

25. Use
humor
and
demonstrate
the
benefit
of
your
product

26. Where
exactly
are
we
now?

27. Empty
that
old
box
and
rethink
how
to
make
marke3ng
work

28. New
genera>ons
have
different
expecta>ons

29. 80-­‐90%
of
us
are
not
on
the
right
track,
not
focusing
on
the
things
that
really
ma@ers

31. Unsilo
your
email
marke>ng
ac>vi>es
Silos
Make
You
Suck

32. OMNIPRESENCE
MULTI-­‐CHANNEL
be
where
your
customers
and
prospects
are

33. Internet
access
in
Portugal
growing
steadily.

34. Meanwhile
in
Denmark
Door
drops
are
becoming
more
effec3ve
allowing
consumer
choice
of
which
adver3sements
to
receive

35. Marke3ng
automa3on:
Retarge3ng
is
the
new
black
onsite
–
but
also
via
“targeted”
emails

36. ..
and
what
once
generated
billions
in
sales
was
doomed
dead,
but
now
might
become
fashionable
once
again

37. The
biggest
conspiracy:
Hundreds
of
thousands
of
marketers
insis3ng
on
reinven3ng
the
wheel
every
day

38. Get
10
Facebook
friends
to
vouch
for
you
to
get
your
quick
loan

39. Balancing
between
two
stools

40. My
a@empt
to
break
up
with
Qatar
Airways
to
start
a
rela3onship
with
E3had
Airways
started
off
really
good,
but
then
failed
miserably

41. Listening
to
the
conversa3on
about
your
brand
should
be
part
of
your
customer
centricity
program

44. Big
Data
or
Small
Data?
If
you
can’t
handle
small
data
–
you
can
forget
about
big
data
!

45. What
is
the
biggest
reason
for
customers
defec3on?
• Price
of
service
• Dissa3sfac3on
• Don’t
get
a@en3on

46. TOP
5
reasons
for
customer
defec3on

47. Customer
Expecta3ons
When
are
the
customer
in
touch
with
us
and
why?
Which
expecta9ons
do
they
have
and
how
do
we
live
up
to
them?
How
do
we
communicate
with
the
customers?
What
impact
does
customer
sa9sfac9on
have
on
revenue
and
profit?
Customer
Value
Which
customers
have
which
value?
How
do
we
measure
it?
Which
customers
will
we
ajract,
retain
or
develop?
Which
service
will
we
provide
the
defined
segments?
Knowledge
of
Customers
How
do
we
collect
knowledge
of
our
customers
In
which
touch
points?
How
do
we
use
this
knowledge?
How
can
we
enrich
and
increase
our
own
knowledge
Customer
Experience
How
do
we
ensure
that
customers
get
the
same
experience
across
all
touch
points?
On
which
level
must
the
experience
be
consistent
across
all
channels?
Balanced
effort
How
do
we
balance
our
efforts
in
rela9on
to
the
customers
value?
What
effect
does
that
have
in
our
ac9vi9es?
How
far
will
we
go?
How
do
we
focus
on
loyalty,
reten9on
and
cross
sales?
Integra3on
How
do
we
share
knowledge
of
our
customers?
How
do
we
plan
and
implement
customer
ac9vi9es
across
the
company?
How
close
do
we
want
to
integrate
ourselves
with
customers
and
partners?
Customer
strategy
Knowledge
Customer
Value
Customer
Expecta9on
Balanced
effort
Integra3on
Customer
Experience

48. Don’t
count
the
customers
you
reach
–
Reach
those
who
count
#adtechjkt
@michaelleander

49. Like
not
like,
like
AIDA
The
power
of
social
is
in
the
share
which
leads
to
tangible
ac>ons

50. AID+LIRA
Attention > Interest > Desire + Like – Interaction – Recommendation - Action
Engagement
Share
is
good,
but
ac>on
counts
Like
is
NOT
a
currency,
engagements
conver6ng
to
ac6ons
are
@michaelleander
#ddmconference

51. The
power
of
social
is
in
the
share
Page
likes
5.000
Organic
reach
845
Shared
222
Total
reach
23.168
Clicks
?
Likes
74
Call
to
ac9on

52. The
Power
of
Paper
Mul6-­‐channel
really
is
mul6-­‐channel.
Across
the
board
25%
of
consumers
prefer
paper
over
digital
in
cri6cal
stages
of
the
buying
cycle

53. Time
to
pay
a@en3on
• Which
touch
points
can
you
u9lize
to
provide
a
bejer
customer
experience?
• Which
processes
can
you
automate
effec9vely
without
loosing
the
personal
touch?
• How
can
you
have
a
meaningful
and
relevant
“conversa9on”
with
your
audience?
• How
do
you
integrated
paper
and
electronic

55. Will
they
get
the
deal?
Omnipresence
means
owning
the
customer
experience
in
all
channels
#ddmconference
@michaelleander

56. No
more
one
size
fits
all
–
no
more
pretending

58. Changes
in
buying
behavior
impacts
the
sales
cycles
tremendously
OTS*
high
to
get
a
reac9on
No
sex
on
the
first
date
*OTS
=
Opportunity
to
see
Referral
&
recommenda6on
Latency
increase
incuba3on3me

59. THE
COLOSSAL
OTS
CHALLENGE
Ajen9on
Ac9on
Message
Message
Message
Message
Message
Ac9on
Increase
Opportunity
To
See
by
mul>ple
of
3,
5,
10
Pre
launch
phase
Hard
selling
phase
Nurture
&
convince
phase
The
“it’s
all
over”
phase

60. Increase
OTS
for
be.er
results
–
works
almost
all
the
>me
• Remember:
people
take
longer
9me
to
make
a
decision
• Higher
frequency
will
not
hurt
you
as
long
as
you
are
well
established
in
the
Mind-­‐Box
• In
email
marke9ng,
be
sure
to
differen9ate
messages
based
on
open,
clicked,
no
ac9on

61. Think about
top, mid
and end of
funnel
and focus
ferociously
on the end
goal, short
and long
term
BoOom
of
funnel
is
where
the
ac6on
takes
place
–
engagement
need
to
drive
your
audience
towards
the
boOom
of
the
funnel

62. In
Summary:
Own
the
Experience
by
an3cipa3ng
customer
needs
>
An9cipate
customer
needs
>
Provide
9mely
service
>
Differen9ate
communica9on
>
Personalize
communica9on
>
Understand
preferences
>
Manage
the
permission

63. Personalize
and/or
customize
the
experience
push/pull

64. Sta3c
approach:
Homepage

65. Sta>c
approach:
What
does
your
visitor
want
to
do
next?

66. It
ain’t
over
un3l
it
is
over
Michael@michaelleander.me