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Building a Customer Experience That Converts - Four Pillars to Creating a Winning Marketing Strategy

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As consumers, we live in an overloaded world. So, as B2B marketers, how do we ensure our company's value proposition is crisp instead of part of the raucous? In this session, Christina Bottis, Head of Marketing at Coyote Logistics walked through four pillars of building a winning marketing strategy from the ground up.

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Building a Customer Experience That Converts - Four Pillars to Creating a Winning Marketing Strategy

  1. 1. Rory Hochman VP of Customer Success at Uberflip Christina Bottis Head of Global Marketing at Coyote
  2. 2. 70% of buying decisions happen before speaking to sales. — SiriusDecisions
  3. 3. Vendors Have a Small Slice of Buyer’s Time Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases? (n = 492; base: excluding "Don't Know" responses) Research 82%
  4. 4. Content Is How You Influence and Shape the Conversation
  5. 5. Christina Bottis, Head of Global Marketing Building a Customer Experience that Converts: Coyote Logistics’ Four Pillars to Creating a Winning Marketing Strategy
  6. 6. Let’s talk about the “F” word: focus.
  7. 7. CUSTOMERS HAVE CHANGED
  8. 8. B2B Buyer Behavioral Trends Customers use digital channels at all stages of their buying journey. Gartner, What Sales Should Know About Modern B2B Buyers, 2018 of surveyed customers accessed digital channels even in the late purchasing stages. 83%
  9. 9. We are currently witnessing a shift in power from the sales rep to the buyer. of buyers say they can develop selection criteria or finalize a vendor list based solely on digital content. B2B Buyer Behavioral Trends 62% Gartner, What Sales Should Know About Modern B2B Buyers, 2018
  10. 10. Once buyers engage with Sales, they expect information they can’t get on their own. of buyers choose to work with the salesperson who first added value. B2B Buyer Behavioral Trends 74% Gartner, What Sales Should Know About Modern B2B Buyers, 2018
  11. 11. THE COYOTE STORY
  12. 12. We went from a start-up to a global brand.
  13. 13. Our marketing strategy had to evolve.
  14. 14. And we did it using these four pillars. Understand who they are and what they want Align your positioning and messaging Distribute a unified message Measure, refine, measure, scale
  15. 15. UNDERSTAND WHO THEY ARE AND WHAT THEY WANT
  16. 16. Find out what’s important when making a decision.
  17. 17. Use that to drive decision-making across departments.
  18. 18. ALIGN POSITIONING + MESSAGING
  19. 19. You can say anything, but you can’t say everything. 
  20. 20. Be realistic about what you can defend.
  21. 21. Here’s what we came up with. Coyote is a leading global third party logistics provider that combines a diverse, centralized transportation marketplace matching more than 10,000 shipments every day with a comprehensive multi-modal solutions portfolio and the data intelligence to empower your business in a rapidly-changing world.
  22. 22. Build content like Mr. Potatohead.
  23. 23. Content targeted to persona
  24. 24. Guide your customers down a content journey
  25. 25. DISTRIBUTE A UNIFIED MESSAGE
  26. 26. When it comes to channels, it’s all about them.
  27. 27. Integrate channels to create an ecosystem. Marketing Message Thought Leadership Email Paid Media Website Events Sales Reps
  28. 28. Ask yourself, “And then what?”
  29. 29. Help your customers solve their problems.
  30. 30. MEASURE, REFINE, MEASURE, SCALE
  31. 31. It’s basically a game of whackamole.
  32. 32. Quantify it, or it didn’t happen. “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” John Wanamaker father of modern advertising and a “pioneer in marketing”.
  33. 33. Make what’s working even better.
  34. 34. Make what’s working even better.
  35. 35. SO, WHAT?
  36. 36. Here’s what a little focus did for us. Sales + Marketing Partnership Customer-validated Technology Roadmap Double-digit Increase in Traffic, Time on site, Pages per Visit Increased Lead Quality
  37. 37. Focus on your customers. They’ll take you where you need to go.
  38. 38. Christina Bottis linkedin.com/in/christinabottis @ceebott Thank you.

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