Elevating Customer Acquisition
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Learn how CMS, Marketing Automation, CRM and other digital platforms can be leveraged together to drive customer acquisition
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Elevating Customer Acquisition
- 1. A Digital Solutions Firm delivering Marketing and Technology Solutions New York . Toronto . Phoenix . Los Angeles . London. Dubai . New Delhi Elevating Customer Acquisition
- 2. 1 1. Challenges with acquisition 2. Coordinate to personalize 3. Leveraging digital platforms What we will cover today
- 4. 3 1. Improving engagement: Delivering relevant experiences that keep visitors engaged with your organization 2. Maintaining digital dialog: Two-way conversations using multiple channels—web, email and community 3. Nurturing leads: Move leads through the buying cycle to the point at which they are ready for sales 4. Delivering sales-ready leads: Developing leads that are ready to engage with the sales team Challenges with Acquisition Marketers face challenges to acquire and convert customers using online channels—Engagement, Dialog and Nurturing
- 5. 4 Coordination Multi-channel Personalization Three Pillars of Successful Acquisition Addressing challenges requires three pillars of online acquisition: Coordination, Multi-channel and Personalization
- 6. 5 1. Coordination: Lack of a unified messaging strategy 2. Multi-channel: Lack of technical integration across messaging platforms 3. Personalization: Lack of a common view of the customer Roadblocks to the Three Pillars Building upon the Three Pillars requires us to understand the underlying gaps in the marketing approach and platforms
- 7. 6 Engaging customers across the entire buying cycle requires multiple channels to align with expectations Challenges Channel platforms have “siloed” messages—each creating a different experience Channel platforms do not coordinate the timing of messages Unified Messaging Strategy Delivering a consistent experience across channels requires a unified messaging strategy that provides consistency
- 8. 7 Getting channel platforms to see the same customer information requires significant work Challenges Channel platforms “see” customer details differently Channel platforms have different integration mechanisms Integrating channel platforms can be difficult and error prone Integrating Multiple Channels Best-of-breed tools alone do not solve the multi-channel challenges: Platforms must act on a common customer context c
- 9. 8 Delivering personalized messages across channels to customers requires a common understanding of the customer Challenges Customer information—both behavioural and profile—is stored in “siloed” systems Integrated or third-party analytics platforms, along with the CRM platform, are typically disparate systems Common View of the Customer Consistent personalization across multiple channels requires that each channel has the same customer view Coremetrics and Bloomberg BusinessWeek Report on Optimizing Online Marketing 2009
- 10. 9 1. Coordinate to personalize Defining the single view of the customer Interpreting the view into actionable messaging 2. Leverage the digital platforms Integrate the platforms Implement the actionable messaging Building on the Three Pillars How do we remove the roadblocks that prevent us from building on the Three Pillars: Steps toward multi-channel acquisition
- 12. 11 1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect 2. Characterize prospect Properties include buying cycle state and segmentation parameters 3. Develop content to align with the prospect expectations Content will speak directly to a prospect profile 4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the engagement cycle Coordinate to Personalize edynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition
- 13. 12 Deliver the messages and capture the reaction Use analytics and forms to capture behavior and profile Understand the customer context Analyze the customer context Align the content to customer expectations Package the content to align with the customer context Closed-loop Engagement Cycle The closed loop engagement cycle is the model used to gain customer understanding, adjust and communicate the message
- 14. 13 Understand your buying cycle Understand your customer’s mindset through the buying cycle journey Segment your audience Determine the target groups within your audience Map the messages Understand and align the messages with the segment and their objections Implement the platforms Implement the multi-channel platforms Using Buying Cycle to Define Engagement Use the buying cycle to understand how, when and with what to engage prospects at each step of buying process Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 15. 14 Understand your Buying Cycle This is typically 5-6 stages customers pass through from the point of need recognition to a purchase decision
- 16. 15 Segment your Audience Who is buying from you? Understand the distinct buying groups within your prospect population Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 17. 16 Understand segmentation attributes Demographics Needs Behavior Others… Segment group guidelines Mutually exclusive Homogeneous Substantial What to Consider for Segmentation Objective: Understand relevant segmentation attributes, define exclusive and homogeneous groups that are of substantial size
- 18. 17 Align Content to the Segmentation Identify content that address customer expectations. Consider buying cycle, segmentation, pain points and motivators Understand your Buying Cycle Segment your audience Map the Messages Implement the Platforms
- 19. 18 Mapping content Per stage in the buying cycle Per segment Put yourself in their shoes What questions would they have at this stage? What information would they need to move forward? What fear, uncertainty and doubt (FUD) must be overcome? Creating a Content Map Objective: Understand prospect needs and motivations per segment per stage, walk the buying cycle like they would
- 20. 19 1. Understand the buying cycle Do the standard stages apply your customer? B2B versus B2C differences 2. Perform a segmentation exercise Industries Roles Pain points and motivators 3. Define a content map Identify content that addresses customer expectations Summary
- 22. 21 1. Employ a closed-loop engagement cycle Build the profile, analyze the profile and respond to the prospect 2. Characterize prospects with a profile Properties include buying cycle state and segmentation parameters 3. Develop content to align with the profiles Content will speak directly to a prospect profile 4. Automate the closed-loop prospect engagement Use web CMS and marketing automation platforms to automate the engagement cycle Leveraging Digital Platforms edynamic uses four steps to achieve multi-channel engagement that aligns with customer expectations and drives acquisition
- 23. 22 Leverage the Three Key Digital Platforms Three platforms provide Unified Engagement Platform to deliver an experience based on a common customer context Web CMS Marketing AutomationCRM Common Customer Context
- 24. 23 1. Content map: Defines the content topics that address the segmentation, pain points and motivations identified 2. Develop content: Develop the dynamic content 3. Profile and attribute-driven Rules: Both web CMS and marketing automation enable marketers to define rules that govern what content is displayed in a context Automating the Engagement Cycle Automating the engagement cycle across the buying cycle requires context-specific content delivered at the right time
- 25. 24 Technologies Working Together Web CMS, market automation and CRM a common view of the customer that drives personalization across web and email
- 26. 25 edynamic’s Unified Engagement Platform Delivering context-driven, multi-channel experiences across the buying cycle requires a unified engagement platform
- 27. 26 Create your own Amazon.com B2B organizations can use similar mechanics to lift conversion and drive acquisition