In this era of the Engagement Economy, where everyone and everything is connected, consumer expectations have changed dramatically. How are European marketers faring in making consumers feel wanted, understood, and connected to their brand? Scroll through this deck to find out!
The State of Engagement in Marketing Today- European View
1. The State of Engagement in
Marketing Today: European View
Insights on Engagement from 2,000 Marketers and Consumers
2. Housekeeping
• This webinar is being recorded! Slides and recording will
be sent to you after the webinar concludes.
• Have a question? Use the chat box and we’ll get to your
questions after the webinar.
• Posting to social? Use our hashtag - #mktgnation
5. Who did we survey?
• ~1,200 Marketers*
• ½ B2B
• ½ B2C**
• 1,000 Consumers
½ B2B
½ B2C**
The Marketers
Mid Market = 250 – 999 employees
* Marketer data collected from UK, France, Germany and the US
** B2C data collected from US and UK markets
7. Brands must have a
deep understanding
of their needs in
order to engage them
successfully
73%
Brands could do a
better job aligning
their engagement
activities with their
preferences
66%65%
Expect all of their
interactions with a brand
to be personalised
Buyer expectations are higher than ever
Source: State of Engagement
8. Most buyers don’t believe you are
trying to understand them
83% 33%
of buyers believe
brands try to deliver
value
of marketers say
their engagement
efforts are effective
Source: State of Engagement
11. To Listen Better, Marketers must:
1. Be brave enough to be quiet, to say nothing, be still…
2. Be able to process what they are hearing…
3. Be trustworthy
4. Be empathetic
13. Website / E-commerce
Email
Social media
Customer service & support
Sales
Mobile app
In physical location
All of the above
Marketers have not yet integrated all
Touchpoints
13
61%
56%
53%
40%
40%
35%
26%
8%
91%
Touchpoints marketers have integrated:
8%
Have ALL
Touchpoints
integrated
Only% of marketers who
consider their
Touchpoints
integrated
94%
91%
91%
2% 8%9%
14. 57%
45%
44%
44%
41%
41%
37%
36%
34%
64%
48%
53%
40%
54%
41%
52%
41%
56%
Buyers want consistency and customization
14
Provide a consistent customer experience
Provide multiple channels for communicating
with relevant customer service personnel
Provide a clearly stated policy for how they will engage with me and
how I can tailor those engagements to my satisfaction
Survey customers about their preferences for how they wish to be
engaged or communicated with
Share feedback from customer surveys, and indicate actions that will
be taken to improve customer experience
Demonstrate a transparent commitment from senior executives that
customer engagement is their number one priority
Clearly demonstrate a culture & value system that aligns with mine
Distribute regular customer satisfaction surveys that measure more
than just willingness to recommend
Have my customer information and account history available
across all touchpoints
#1
Expectation:
Provide a
consistent
customer
experience,
(across
channels and
touchpoints)
B2C Customers:
Importance of activities
Reporting: Very or Extremely Important
B2B Customers:
Importance of activities
Reporting: Very or Extremely Important
COMBINED
61%
46%
48%
42%
47%
41%
44%
39%
45%
16. To Learn, Marketers must:
1. Break down data silos so they can get a single view of
the customer
2. Continually ask questions and challenge themselves
on whether they are asking the right questions
3. Identify the right metrics to track against
21. You need the right tools to gather insights and
turn them into action
22. #4 Marketers believe that the customer
experience is critical, but some aren’t
sure their executives agree
23. Customer Service & Support
Sales
Product / Service Strategy
Brand and Marketing
PR / Communications
Executive Leadership
Marketers are more aligned to Support,
Sales and Product than with their Execs
23
75%
70%
68%
67%
64%
59%
Is your engagement strategy aligned with…?
41%
Don’t feel their customer
engagement strategy is
aligned with their
Executive Leadership
55%66%61%
24. To gain Executive support, Marketers must:
1. Educate their executives on the power of engagement
and customer experience
2. Communicate to them on your engagement initiatives in
ways they can understand e.g. NPS, ACV,retention rates
25. The Engagement Economy
The Engagement Economy—the reality
that we consume and market in
today—is a new era where everyone
and everything is connected. Consumer
expectations have shifted to expect
more from the brands they buy from—
they seek a personal
relationship that offers
them value wherever they are and
whenever they are ready to engage. As
a result, marketers have had to rapidly
transform their strategies, methods,
and tactics in order to stay relevant.
ALT TITLES:
The Engagement Economy Report
The Engagement Report
The Engagement Economy Report: How Engagement Is Shaping Customer Experiences, Marketing, and Our Future
Marketing In The Engagement Economy Report/Benchmark subhead: How Marketers and Consumers Are Engaging and How they Want to Be
Example Reports to look at:
Salesforce: https://secure2.sfdcstatic.com/assets/pdf/datasheets/salesforce-research-fourth-annual-state-of-marketing.pdf
Zuora: https://www.zuora.com/wp-content/uploads/2017/06/Zuora-2017-Subscription-Economy-Index.pdf?mkt_tok=eyJpIjoiTTJNeFpHVTNaVGczTmpSbCIsInQiOiJOR1Bja3V3cklQSWJrZCtLcndhc0oyYk42Qk9oR25MTnB2Y3QxOGpYU215STBRREoyK0NoTWNNRUdhRUNXREJsbTlXMkxNWHZ5RDRTWlNhSEl2bVwvVTVPeXZjU0xBeHVHNzNUSGFtZmt4Mmh6cFJCTVpcL2ZqYmZCcThnWnNlc3QxIn0%3D
LinkedIn Learning: https://learning.linkedin.com/content/dam/me/learning/en-us/pdfs/lil-workplace-learning-report.pdf
Content Marketing Institute: http://contentmarketinginstitute.com/wp-content/uploads/2015/09/2016_B2B_Report_Final.pdf
Influitive: http://info.influitive.com/rs/879-TZW-526/images/2017%20State%20of%20Customer%20Marketing%20Benchmark%20Report.pdf
And with that let’s get going!
As the Director of Product & Segment Marketing for Marketo, Adrienne leads the industry go-to-market strategy and execution, as well as creating thought leadership content. With more than 15 years of experience in enterprise software, she has held leadership positions in product marketing at SAP, SuccessFactors, Saba and Taleo.
Jay is the CEO and head of research innovation and the continuous evolution of Illuminas’ research solutions. With over 25 years of experience conducting both quantitative and qualitative research around the world, Jay brings unique insight to help companies translate their research results into highly actionable business intelligence. As a recognized thought leader in researching the technology industry, Jay has a long history of analyzing the impact of technology and the Internet on businesses, consumers and the economy.
The survey revealed that marketing leaders in the B2B and B2C spaces are quickly realising that they need to adopt and execute new strategies and approaches to effectively engage today’s consumers.
Within our findings, the data surfaced gaps between consumer expectations and marketers’ ability to satisfy them. Moreover, it revealed a disconnect between the desire to shift organisational priorities and strategies and the requisite executive sponsorship.
Half of consumers think brands could do a better job of aligning with how consumers prefer to engage. In fact, few consumers think brands are taking the time to deeply understand them and build a relationship.
NOTE: these are the B2B stats
While these figures highlight data from a B2B segment, both B2B and B2C consumers agree it is most important for brands and vendors to provide a consistent experience regardless of the channel they are using to interact with them.
82% of marketers say their engagement efforts are effective
And if that was true, we could end our talk right now!
LISTEN… to what your customers are telling you.
Yes – I am comfortable standing up here and making PAINFULLY OBVIOUS STATEMENTS
Because everyone in this room will say they listen to customers
But this is about listening to EVERY, INDIVIDUAL customer, whether you’ve got 10,000 or 10 Million
Are we?
While integration across touchpoints is more important to B2B consumers than B2C, both groups agree that it is most important for companies to integrate email, website, and phone interactions
#1 expectation is that vendors provide a CONSISTENT customer experience (across channels, time, products, etc.)
So in a world where we want to deliver value – we’ve listened to each customer, learned what they want, it’s time to engage
Use a single source of truth. Data can be overwhelming, and silos make it even more so. When you centralize a single-point-of-truth that can take in millions, billions of data points, across your customer base, it creates a foundation for exploration, rather than an exercise one-off reporting… [take a look at this stack from Microsoft / Workfront / Allocadia to see what goes into their closed loops.]
Today, there are more ways to touch your customers than ever before, with new channels cropping up all the time. So, besides all of the new technology for marketers, your boss probably expects you to be an expert in every new channel – knowing how to optimize your content, your timing and investment across an increasingly complex set of choices.
Meanwhile, your customers are moving freely across these channels, and expecting you to deliver meaningful, consistent interactions throughout. But, for many or even most brands, these touch points have evolved in silos, creating a disjointed and sometimes disorienting customer experience.
Step 1: Rethink your marketing paradigm
Stop thinking about the next message, campaign, channel….
And start with listening, then learning, and then engaging
Let’s dig into each of these briefly to see what it looks like and who is doing it well.
We help thousands of organizations like yours win more. And we can help you do it, too.