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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, …

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

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  • 1. Disrupting the Marketing Model with Journey Builder July 31st, 2014 #ETWEBINARS
  • 2. Speakers Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud Matt Fleckenstein Vice President, Journey Management ExactTarget Marketing Cloud @dougpurcell @matflec #ETWEBINARS
  • 3. Digital Transformation Journey ManagementOrganizational Alignment Webinar Agenda
  • 4. Market Trends >50% Proliferation of Connected Customers Decomposition of Customer Journey Fragmentation of Marketing Tools 3
  • 5. SNA     Mainframe     Terminal LAN/WAN     Client     Server LTE Cloud THOUSANDS MILLIONS 50 BILLION Trend #1: ProliferationCONNECTEDDEVICES
  • 6. Behind every is a customer.thing device lead opportunity app post sales meeting chat CONNECTEDCUSTOMERS Trend #1: Proliferation
  • 7. Trend #1: Proliferation
  • 8. Trend #2: Decomposition
  • 9. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  • 10. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  • 11. Trend #2: DecompositionPERCEIVEDCUSTOMERJOURNEYS
  • 12. Trend #2: DecompositionACTUALCUSTOMERJOURNEYS
  • 13. Trend #3: Fragmentation AUGUST 2011 ~100 COMPANIES SEPTEMBER 2012 ~350 COMPANIES JANUARY 2014 ~950 COMPANIES MARKETINGTECHNOLOGIES
  • 14. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  • 15. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  • 16. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  • 17. Trends vs. Mktg. Effectiveness & Customer Experience MARKETING EFFECTIVENESSLOW HIGH CUSTOMER EXPERIENCE BROKEN SEAMLESS
  • 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. 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. 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. 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. 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. Be Collaborative
  • 24. Because if you don’t….
  • 25. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App Customer Service Media/ Promotions Retail
  • 26. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App Customer Service Media/ Promotions Retail unknown
  • 27. THE CONNECTED CUSTOMER Engagement Website Search Social Other Sites App unknown known Customer Service Media/ Promotions Retail
  • 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. 3 steps to building a journey
  • 30. 2 3 1 Map Focus Build Building a Journey
  • 31. 2 3 1 Map Focus Build Building a Journey
  • 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. 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. 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. 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. 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. 2 3 1 Map Focus Build Building A Journey
  • 38. You can’t boil the ocean, so don’t try
  • 39. Focus
  • 40. Channels Campaign Goals Lifecycle Stages Walk thru the customer’s experience
  • 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. Data Sources and Integration Process Painpoints Don’t forget technology & operations
  • 43. Focus
  • 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. 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. 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. 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. 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. 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. 2 3 1 Map Focus Build Building A Journey
  • 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. 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. Interactions Overview TRIGGER EVENTS ACTIVITIESGOALS
  • 54. Maps Overview PLAN PRIORITIZE GUIDE
  • 55. Analytics Overview BY DAY BY VERSION BY PATH
  • 56. Questions? Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud Matt Fleckenstein Vice President, Journey Management ExactTarget Marketing Cloud @dougpurcell @matflec
  • 57. Getting started
  • 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. 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. 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. exacttarget.com