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The Art Of Conversational Marketing

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  • 1. PRESENTED BY! #C2C14! The Art and Science of ! Conversation Marketing! Sunghea Shoener Director, Software Group Demand Programs – IBM North America
  • 2. © 2014 IBM Corporation Knowing their customers is top of mind for CMOs! Our survey of over 4,000 C-suite executives revealed that 64% of CMOs want to approach customers as individuals but recognize that digital is going to replace face to face as the dominant sales channel in the next 3-5 years. Source: IBM CxO Study, Released October 8, 2013
  • 3. © 2014 IBM Corporation Providing a personalized experience pays off ! Today, buyers progress 60% of the way down the purchase path before they reach out for live help 95% of recent purchasers said the solution provider they chose provided them with ample content to navigate through each stage of the buying process 66% of recent purchasers said that consistent and relevant communication provided by both sales and marketing organizations was a key influence in choosing that company Source: Forrester’s Rethink Marketing in the Buyer’s Context by Sheryl Pattek, 21 Feb 2013. LITS – UBM Nurture Program presentation, 2 Nov 2012.
  • 4. © 2014 IBM Corporation When companies know their clients and act uniquely and authentically, they create:! Outstanding experiences are consistent with who a business is. They reflect the business’ purpose, values and culture, and are based on what differentiates them. An experience is more than a business doing something to a client. It is a specific, designed interaction that has mental and emotional impacts on clients, which define their relationships with businesses over the course of a lifetime. Great experiences connect with clients and help them realize their ambitions— individually and as representatives of their company. Client ExperiencesDifferentiated
  • 5. © 2014 IBM Corporation •  blueprint for client engagement for a specific solution or audience •  complete and relevant brand story to the right audience •  links to offers, assets and media to progress the conversation •  built on current in-market customer intelligence and insight at each stage of the buying journey •  common reference point for both Marketing and Sales enabling a consistent and fluid conversation with audience •  flexible to reflect any learnings on changing audience, competitive or solution landscape Introducing Conversation Marketing
  • 6. © 2014 IBM Corporation How this is different! ü Looking from the inside  out   ü Reac-ng to customer needs ü Creating a one-­‐size-­‐fits-­‐all experience + Looking outside in, trying to understand the individual customer in real time + Proactively anticipating customer needs and serving up the personalized experience they are expecting + Shepherding the customer through a consistent, compelling experience, bridging both marketing and sales funnel Tradi-onal  B2B   Marke-ng   Conversation-based B2B Marketing
  • 7. © 2014 IBM Corporation The Building Blocks of Conversation Marketing! 1. The Insights Market and audience information gathered from personas, search, social listening, sellers interviews and buyer research. Serves as the foundation for all subsequent conversation map components. 2. Triggers and Pain Points The issues on the audience’s mind (could include pain points, thoughts, observations, etc.), as identified from The Insights, mapped across the buying journey. 3. The Dialogue Depicts the flow of the Triggers and Pain Points and the corresponding IBM messaging across the buying journey. Organizes messages by “create” and “capture” demand where relevant. Also summarizes the intended marketing experience at each stage by audience. 4. The Offers Shows the offers IBM should use to facilitate The Dialogue at each stage of the buying journey, in an easy-to-read format that showcases HERO assets and distinguishes IBM content from third-party content. 5. The Tactics Sequentially shows tactics that should be used to put The Offers into market across the buying journey. It is detailed and actionable, and segmented by account type.
  • 8. © 2014 IBM Corporation Today’s Case Study: ! IBM Smarter Cities - Public Safety !
  • 9. © 2014 IBM Corporation Search volume & language Social listening Seller insights Building Block 1: The Insights!
  • 10. © 2014 IBM Corporation Building Block 1: The Insights!
  • 11. © 2014 IBM CorporationExample from Smarter Cities conversation marketing exercise for illustrative purposes only. Building Block 2: Triggers & Pain Points! Identify questions that audiences is most likely to ask throughout each stage of buyer’s journey – in their own words LEARN:" I have a problem. Something needs to change." LEARN: The reduction of crime and violence in my city is a top priority. Chief of Police
  • 12. © 2014 IBM Corporation SOLVE:" How should I solve my problem? Help me with a roadmap." SOLVE: How can I use data and analytics to prevent crime before it occurs? Building Block 2: Triggers & Pain Points! Chief of Police Identify questions that audiences is most likely to ask throughout each stage of buyer’s journey – in their own words Example from Smarter Cities conversation marketing exercise for illustrative purposes only.
  • 13. © 2014 IBM Corporation COMPARE:" Am I solving the problem in the right way?" COMPARE: What is IBM’s track record for this solution and why should I go with them? Chief of Police Building Block 2: Triggers & Pain Points! Identify questions that audiences is most likely to ask throughout each stage of buyer’s journey – in their own words Example from Smarter Cities conversation marketing exercise for illustrative purposes only.
  • 14. © 2014 IBM Corporation PURCHASE:" Help me build the business case." PURCHASE: What type of value and ROI can I expect? Chief of Police Building Block 2: Triggers & Pain Points! Identify questions that audiences is most likely to ask throughout each stage of buyer’s journey – in their own words Example from Smarter Cities conversation marketing exercise for illustrative purposes only.
  • 15. © 2014 IBM Corporation Building Block 3: The Dialogue! Journey Stages Client Pain Point Connectors illustrate flow of conversation IBM’s response to the pain point (the ‘Value’ or ‘So What’) Example from Smarter Cities conversation marketing exercise for illustrative purposes only.
  • 16. © 2014 IBM Corporation Building Block 3: Example of The Dialogue! Chief of Police Trigger: The reduction of crime and violence in my city is a top priority. Message: Cities can leverage crime prediction and prevention analytics to reduce crime and violence in their city. Trigger: How can I use data and analytics to prevent crime before it occurs? Message: Predictive analytics allow for modeling and risk scoring that allows public safety agencies to identify patterns and casual factors and better predict when and where crimes will occur, based on historical crime data and other trigger events. Trigger: What is IBM’s track record for this solution and why should I go with them? Message: IBM has a proven track record of defining the vision for Smarter Cities. Learn more about IBM’s global experience in city engagements through our case studies. C O M P A R E Trigger: What type of value and ROI can I expect? Message: Over 90 % of customers achieved a positive ROI and saw an increase in productivity to the IBM analytics solution. The study, The Value of SPS, validates ROI for many of the improvements in public safety capabilities delivered, including reduced criminal justice system costs, victim impact and positive societal benefits, in addition to Agency financial benefits. P U R C H A S E L E A R N S O L V E Example from Smarter Cities conversation marketing exercise for illustrative purposes only.
  • 17. © 2014 IBM Corporation Building Block 4: The Offers! Offer formats specific to target audience Identify gaps for content development Hero offer to best communicate message
  • 18. © 2014 IBM Corporation Predictive analytics allow for modeling and risk scoring that allows public safety agencies to identify patterns and casual factors and better predict when and where crimes will occur, based on historical crime data and other trigger events. S O L V E Building Block 4: Example of The Offers! ! Cities can leverage crime prediction and prevention analytics to reduce crime and violence in their city. L E A R N SMARTER PUBLIC SAFETY: ENABLING AND ENHANCING CRIME-FIGHTING CAPABILITIES (Frost & Sullivan white paper, 2012) Smarter Public Safety (video) Analytics Solutions for Public Safety (webcast) Intelligent Law Enforcement (Solution Brief) Crime Prediction and Prevention from IBM (Solution Brief) Example from Smarter Cities conversation marketing exercise for illustrative purposes only. S O L V E
  • 19. © 2014 IBM Corporation Earned Media Organically generated Paid Media Owned Media Traditional Advertising/ Demand Generation Corporate Properties Distribute and Optimize Quality Engagement Through Preferred Channels Direct email, ibm.com, SMEs on owned social channels Content syndication, paid media banners, co- hosted events Post-event commentary, social debate series Building Block 5: The Tactics!
  • 20. © 2014 IBM Corporation Paid:  Content  syndica.on  of  hero   asset   Paid:  Paid  media  banners  to  event   registra.on   Owned:  Direct  email  invita.on             Paid:  Co-­‐hosted  3rd  party  event     Owned:  Broadcast  on  .com  and  owned   social  channels             Earned:  Social  debate     series     Building Block 5: The Tactics! Mapping and connecting the chosen tactics, forming the intended customer journey to help foster progression in our execution by suggesting next ‘best offer’
  • 21. © 2014 IBM Corporation .   .   .   On-going Learning: Asset Transformation! BEFORE: Launch hero asset in market DURING: Monitor audience info consumption behavior using available technology and analytics AFTER: Redeploy hero asset in new formats to align with audience preferences Slideshare White paper Info- graphic Conversation Marketing Leverage learnings from Conversation Marketing to transform existing content into new formats that fit needs of target audience
  • 22. © 2014 IBM Corporation Response Characteristics Call Center (LDRs) Timing Key differentiators of advanced response scoring: §  Broader set of input attributes §  Focus on response to win conversion §  Advanced understanding of B2B buyer behavior §  Highlight response quality to Lead Development Reps Custom Nurture Self- Nurture Interactions Offers … Responder Attributes Job Role Interactions … Account Information Industry Historical Revenue …… Score Recency Frequency Strategic Threshold No Yes Continuously Evolving: Advanced Response Scoring! !
  • 23. © 2014 IBM Corporation Our Guiding Methodology of Going to Market: ! To Provide Differentiated Client Experience! A dynamic process that will allow us to stay competitive: • See where and how our customers are engaging in the customer journey • Who they are by what content they interact with • Where our content falls short • Keeps sales and marketing aligned Region level Demand Program Execution WW Asset Creation Content   Support   Media  briefs   Field/Sales Enablement Social   Ac-vity   Digital   Experience   Conversation Map
  • 24. © 2013 IBM Corporation24