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Disrupting the Marketing
Model with Journey
Builder
July 31st, 2014
#ETWEBINARS
Speakers
Doug Purcell
Principal Business Consultant
ExactTarget Marketing Cloud
Matt Fleckenstein
Vice President, Journey ...
Digital Transformation Journey ManagementOrganizational Alignment
Webinar Agenda
Market Trends
>50%
Proliferation of Connected Customers
Decomposition of Customer Journey
Fragmentation of Marketing Tools...
SNA	
  
	
  
Mainframe	
  
	
  
Terminal
LAN/WAN	
  
	
  
Client	
  
	
  
Server LTE
Cloud
THOUSANDS
MILLIONS
50 BILLION
T...
Behind every is a customer.thing
device
lead
opportunity
app
post
sales meeting
chat
CONNECTEDCUSTOMERS
Trend #1: Prolifer...
Trend #1: Proliferation
Trend #2: Decomposition
Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
Trend #2: DecompositionACTUALCUSTOMERJOURNEYS
Trend #3: Fragmentation
AUGUST 2011
~100 COMPANIES
SEPTEMBER 2012
~350 COMPANIES
JANUARY 2014
~950 COMPANIES
MARKETINGTECH...
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
Trends vs. Mktg. Effectiveness & Customer Experience
MARKETING EFFECTIVENESSLOW HIGH
CUSTOMER
EXPERIENCE
BROKEN
SEAMLESS
A Digital Transformation
Is your organization
undergoing a formal digital
transformation effort in
2014?
(e.g., re-alignme...
It’s all about the journey
Of customer interactions
happen during a multi-
event, multi-channel
journey.
Source: McKinsey ...
Significant Business impact
Journey-led transformations
deliver impact across many
key business metrics.
More revenue, hap...
But requires new ways of working
“Digital is faster. 
It has a more complexity. 
It’s more like agile
software development...
Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue
Source: A commiss...
Be Collaborative
Because if you don’t….
THE
CONNECTED
CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
Customer Service
Media/ Promotions
Retail
THE
CONNECTED
CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
Customer Service
Media/ Promotions
Retail
unknown
THE
CONNECTED
CUSTOMER
Engagement
Website
Search
Social
Other Sites
App
unknown known
Customer Service
Media/ Promotions
R...
Connected
Stores
Connected
Call Center
Connected
Associates
Connected
Products
Connected
Communities
THE
CONNECTED
CUSTOME...
3 steps to building a journey
2
3
1 Map
Focus
Build
Building a Journey
2
3
1 Map
Focus
Build
Building a Journey
Business Goals
Top 2-3 business objectives
that are at the center of your
customer relationships.!
Definitions
Aligning co...
Moments (MTM)
Top 2-3 business objectives
that are at the center of your
customer relationships.!
What significant mileston...
Moments (MTM) Behaviors
Top 2-3 business objectives
that are at the center of your
customer relationships.!
What significan...
Business Goals Moments (MTM) Behaviors Connections
Top 2-3 business objectives
that are at the center of your
customer rel...
Why “Map It”?
•  Enables visualization of each interaction
across the lifecycle
•  Context of other interactions
•  Captur...
2
3
1 Map
Focus
Build
Building A Journey
You can’t boil the ocean, so don’t try
Focus
Channels
Campaign 
Goals
Lifecycle Stages
Walk thru the customer’s experience
Do you know who
your Consumers
are?
Do you know where they
are in their journey?
Are you driving an
engagement strategy to...
Data Sources and Integration
 Process
Painpoints
Don’t forget technology & operations
Focus
Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by	
  
showcasing	
...
Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by	
  
showcasing	
...
Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by	
  
showcasing	
...
Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by	
  
showcasing	
...
Lifecycle
Stages
Awareness Acquire On-board Engage Retain
Identify and engage
with potential
consumers by	
  
showcasing	
...
Experience
Lifecycle
Stages
Advertising
Partners, Groups, Corp.
Website
Paid Media
Facebook Ads & Content
Events & Sponsor...
2
3
1 Map
Focus
Build
Building A Journey
Journey Builder is a customer
journey management platform
that enables companies to plan,
personalize and optimize every
i...
Journey Builder Overview
Maps
Chart & manage a
customer’s entire journey
Interactions
Leverage x-channel touches
to drive ...
Interactions Overview
TRIGGER EVENTS ACTIVITIESGOALS
Maps Overview
PLAN
PRIORITIZE
GUIDE
Analytics Overview
BY DAY
BY VERSION
BY PATH
Questions?
Doug Purcell
Principal Business Consultant
ExactTarget Marketing Cloud
Matt Fleckenstein
Vice President, Journe...
Getting started
Unknown customers: (acquire)
•  How well do you use each channel to grow your digital database?
Known customers: (lifecycl...
012 11
0 00 0 0
n/a n/a n/a n/a n/a
0 1 1 1 0
Drive incremental revenue +1 purchase per customer/year
Retention 50% renewa...
Experience Digital Marketing Like Never Before
Join the journey at Connections 2014—transforming customer
interactions int...
exacttarget.com
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
Disrupting the Marketing Model with Journey Builder
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Disrupting the Marketing Model with Journey Builder

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Greater than 50% of customer experiences happen during a multi-event, multi-channel journey. And while customers don't think of these experiences as separate campaigns created by separate departments, many of our marketing teams still think in silos. In this session, we walked you through our framework to help you identify a cross channel vision, focus, and prioritize on the most impactful opportunities, and ultimately map your customer journey through our software.

Register for more upcoming webinars here:
http://pages.exacttarget.com/thefutureisnow

Published in: Marketing

Transcript of "Disrupting the Marketing Model with Journey Builder"

  1. 1. Disrupting the Marketing Model with Journey Builder July 31st, 2014 #ETWEBINARS
  2. 2. Speakers Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud Matt Fleckenstein Vice President, Journey Management ExactTarget Marketing Cloud @dougpurcell @matflec #ETWEBINARS
  3. 3. Digital Transformation Journey ManagementOrganizational Alignment Webinar Agenda
  4. 4. Market Trends >50% Proliferation of Connected Customers Decomposition of Customer Journey Fragmentation of Marketing Tools 3
  5. 5. SNA     Mainframe     Terminal LAN/WAN     Client     Server LTE Cloud THOUSANDS MILLIONS 50 BILLION Trend #1: ProliferationCONNECTEDDEVICES
  6. 6. Behind every is a customer.thing device lead opportunity app post sales meeting chat CONNECTEDCUSTOMERS Trend #1: Proliferation
  7. 7. Trend #1: Proliferation
  8. 8. Trend #2: Decomposition
  9. 9. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  10. 10. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  11. 11. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  12. 12. Trend #2: DecompositionACTUALCUSTOMERJOURNEYS
  13. 13. Trend #3: Fragmentation AUGUST 2011 ~100 COMPANIES SEPTEMBER 2012 ~350 COMPANIES JANUARY 2014 ~950 COMPANIES MARKETINGTECHNOLOGIES
  14. 14. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  15. 15. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  16. 16. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  17. 17. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  18. 18. A Digital Transformation Is your organization undergoing a formal digital transformation effort in 2014? (e.g., re-alignment of, or new investment in, technology & business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle) Source: Altimeter Group Digital Transformation Survey, 2014
  19. 19. It’s all about the journey Of customer interactions happen during a multi- event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013 >50%
  20. 20. Significant Business impact Journey-led transformations deliver impact across many key business metrics. More revenue, happier customers, at a lower cost. Source: McKinsey Research: Customer Journey Transformation, September 2013 Improve Customer Satisfaction 20% Fuel Revenue Growth 10- 15% Lower Cost to Serve 15- 20% Engage Employees 20- 30%
  21. 21. But requires new ways of working “Digital is faster. It has a more complexity. It’s more like agile software development.” Source: McKinsey & Company: Mastering Digital Marketing, June 2014 >50% Getting access to customer data Working across organizational silos Adopting a “test & learn” mindset
  22. 22. Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget 25% 24% 17% 35% 38% 40% 13% 28% 25% 33% 18% 29% 46% 13% 29% 33% 46% 4% 13% 33% 38% 13% 10% 10% 20% 20% 30% 30% 40% 50% 60% Controlling marketing project budgets that are dependent on Lack of knowledge of how to move beyond a single channel Responding to customers in real-time Managing campaign execution across multiple marketing Proving results to the executive team to garner support and Staffing marketing programs sufficiently Automating repetitive marketing processes Maintaining customer data quality across campaigns and/or Coordination with internal groups or external agencies Understanding customer interactions across channels Organizing to allow for cooperation “What are the top three greatest challenges you experience with your current cross channel marketing programs?” [Responses included in top three challenges] Level 4 Level 1 All respondents
  23. 23. Be Collaborative
  24. 24. Because if you don’t….
  25. 25. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App Customer Service Media/ Promotions Retail
  26. 26. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App Customer Service Media/ Promotions Retail unknown
  27. 27. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App unknown known Customer Service Media/ Promotions Retail
  28. 28. Connected Stores Connected Call Center Connected Associates Connected Products Connected Communities THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App unknown known connected Customer Service Media/ Promotions Retail Connected Devices
  29. 29. 3 steps to building a journey
  30. 30. 2 3 1 Map Focus Build Building a Journey
  31. 31. 2 3 1 Map Focus Build Building a Journey
  32. 32. Business Goals Top 2-3 business objectives that are at the center of your customer relationships.! Definitions Aligning company goals with customer experience Company Centric
  33. 33. Moments (MTM) Top 2-3 business objectives that are at the center of your customer relationships.! What significant milestones your customers are planning for or experiencing right now?! Definitions Aligning company goals with customer experience Company Centric Customer Centric Business Goals
  34. 34. Moments (MTM) Behaviors Top 2-3 business objectives that are at the center of your customer relationships.! What significant milestones your customers are planning for or experiencing right now?! What your customers are doing during key moments in their lives.! Definitions Aligning company goals with customer experience Company Centric Customer Centric Business Goals
  35. 35. Business Goals Moments (MTM) Behaviors Connections Top 2-3 business objectives that are at the center of your customer relationships.! What significant milestones your customers are planning for or experiencing right now?! What your customers are doing during key moments in their lives.! Ways consumers have opportunity to or prefer to interact with your brand or product: at home, online or out of home. ! ! Opportunities where your brand may influence consumer behavior. ! Definitions Aligning company goals with customer experience Company Centric Customer Centric
  36. 36. Why “Map It”? •  Enables visualization of each interaction across the lifecycle •  Context of other interactions •  Captures cause and effect •  Allows for broad input from stakeholders •  Creates a valuable corporate asset – the complete customer experience documented all in one place. •  Identify GOALS
  37. 37. 2 3 1 Map Focus Build Building A Journey
  38. 38. You can’t boil the ocean, so don’t try
  39. 39. Focus
  40. 40. Channels Campaign Goals Lifecycle Stages Walk thru the customer’s experience
  41. 41. Do you know who your Consumers are? Do you know where they are in their journey? Are you driving an engagement strategy to move them along that journey? Are you able to measure the impact on your business goals? For every journey, ask yourself:
  42. 42. Data Sources and Integration Process Painpoints Don’t forget technology & operations
  43. 43. Focus
  44. 44. Lifecycle Stages Awareness Acquire On-board Engage Retain Identify and engage with potential consumers by   showcasing  brand  value   at  the  right  moment. Goals Example Customer Experience & Goals
  45. 45. Lifecycle Stages Awareness Acquire On-board Engage Retain Identify and engage with potential consumers by   showcasing  brand  value   at  the  right  moment. Invite potential customers to connect and convert across multiple channels. Goals Example Customer Experience & Goals
  46. 46. Lifecycle Stages Awareness Acquire On-board Engage Retain Identify and engage with potential consumers by   showcasing  brand  value   at  the  right  moment. Invite potential customers to connect and convert across multiple channels. Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you. Goals Example Customer Experience & Goals
  47. 47. Lifecycle Stages Awareness Acquire On-board Engage Retain Identify and engage with potential consumers by   showcasing  brand  value   at  the  right  moment. Invite potential customers to connect and convert across multiple channels. Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you. Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely. Goals Example Customer Experience & Goals
  48. 48. Lifecycle Stages Awareness Acquire On-board Engage Retain Identify and engage with potential consumers by   showcasing  brand  value Invite potential customers to connect and convert across multiple channels. Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you. Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely. Give unengaged customers and former customers new reasons to engage. Goals Example Customer Experience & Goals
  49. 49. Experience Lifecycle Stages Advertising Partners, Groups, Corp. Website Paid Media Facebook Ads & Content Events & Sponsorships Referrals Search Communities Call Center Social Sites & Blogs Social Listening Welcome Direct Mail New Member Orientation: -educate & inform value -progressive profiling -influence online behavior -deepen engagement thru other channels Newsletters Brand/PR Communication Post Visit: Confirmations, Receipts, Surveys Pre Visit: Scheduling, Reminders, Information Retargeting Former Member Win-back Testing & Optimization IDENTITY MANAGEMENT: Preference center with guided entry points to manage personalized communication xCHANNEL MESSAGING & NOTIFICATONS: Balance of standardized lifecycle automations with capability to easily target ad-hoc alerts PERSONALIZATON & PREDCITIVE INTELLIGENCE: Smart content, real time recommendations based on prefs & behavior Foundations Direct Mail Online Portal Claims & Customer Serv. Pro-Active Re-engage Drip for Low Engaged Members Renewal Countdown Example Customer Journey Website Opt-in Day of Visit: Alerts, Member Experience Expired Policy Trigger Print Awareness Acquire On-board Retain SMS Text to Join at Events Engage
  50. 50. 2 3 1 Map Focus Build Building A Journey
  51. 51. Journey Builder is a customer journey management platform that enables companies to plan, personalize and optimize every interaction across the entire customer journey.
  52. 52. Journey Builder Overview Maps Chart & manage a customer’s entire journey Interactions Leverage x-channel touches to drive business goals Analytics Track & optimize goal performance over time PLAN PERSONALIZE OPTIMIZE
  53. 53. Interactions Overview TRIGGER EVENTS ACTIVITIESGOALS
  54. 54. Maps Overview PLAN PRIORITIZE GUIDE
  55. 55. Analytics Overview BY DAY BY VERSION BY PATH
  56. 56. Questions? Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud Matt Fleckenstein Vice President, Journey Management ExactTarget Marketing Cloud @dougpurcell @matflec
  57. 57. Getting started
  58. 58. Unknown customers: (acquire) •  How well do you use each channel to grow your digital database? Known customers: (lifecycle) •  How well do you leverage customer data to deliver 1:1 messaging in each stage of your lifecycle? 1 We could do better 0 2 N/A We are doing this well This doesn’t really applyWe do not do this well
  59. 59. 012 11 0 00 0 0 n/a n/a n/a n/a n/a 0 1 1 1 0 Drive incremental revenue +1 purchase per customer/year Retention 50% renewal at t-60 days 2 purchases in 45 daysBOTH Revenue & Retention 2 2 011 1 000 n/a 1 1 1 0 1 2 0 1 n/a 0
  60. 60. Experience Digital Marketing Like Never Before Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business For one incredible week, the world’s best marketers come together to: Explore emerging connected technologies Hear from the brightest innovators and biggest brands Experience world-class education and entertainment exacttarget.com/connections
  61. 61. exacttarget.com
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