2013: What to Expect and How to Succeed in the Year of the Buyer


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  • Silverpop brings the expertise and experience to support your marketing needs. We are the only digital marketing technology provider that brings together email marketing, marketing automation and social sharing, including location-based marketing.Silverpop serves over 1,400 clients across a variety of industries, geographies and business sizes. We have been in marketing technology for over 12 years, this brings you a partner with the financial and operational stability to support your business, it brings you a partner with a depth of experience and with a highly scalable infrastructure. Silverpop is a global company, we have over 400 employees worldwide. Our US headquarters is in Atlanta. We also have offices in London and Frankfurt and do business in Asia Pacific through a reseller.
  • For many of us, marketing of the past is like this London Eye wheelIf you think about 10 years agoMarketing in terms of digital marketing was very simple – build websites, get prospects to opt in to email lists, figure highly in SEO.
  • Then something changed – there was an explosion in digital marketing channels that have created new ways to communicate with customers Exciting time to be in marketing
  • All of that change did one thing – that buyers like ourselves and our customers changed the way we communicate
  • Marketing on the other hand hasn’t really changed.You’re probably thinking a lot has changed.Well in some ways you’re correct.What I mean is that we didn’t really innovate on what marketing is. Whilst its true that there is more & more content & more and more channels. We just did more of what we did before.And in most cases this has come at the expense of customer experience.
  • The sales cycle became the buying cycle.Today we are in the age of the customer. The customer owns the process.
  • Most of the buyers journey where they are learning and making decision happens without the seller being aware
  • I think back to the Model T Ford. Its no longer about providing what we want to sell. Marketing – its time we change!
  • But how successful has this approach actually been?Well if you think about it, we focus on where we’re successful. But the reality is we’re still causing too much noise for the majority of our prospects.
  • If we step back for a second and think about the brands that have been really successful in customer experience, netflix comes to mind.Customers are willing to rate & rank content to ensure a more targeted marketing conversation.And that really brings us to where we are today. Marketing can be personal & your marketing department should be able to talk to your marketing database as individuals
  • Now, sometimes it’s easy to throw up your hands, wave the white flag….
  • …or stick with the status quo.And really neither of those are good options for you, your careers and most importantly your customers.
  • Well today, we are going to talk about moving forward, what to expect in 2013 and how we can put the buyer at the centre of your marketing vs a revenue first perspective.
  • The first topic we’re going to hit big data. It’s a hot topic with a lot of discussion around it. But what I’m going to do today is totally change your view of big data and what it means to you as a marketer.Big data gives us the opportunity to change our marketing from an aggregate view to a personal view. And its also in the reach of even the smallest company. So lets dig in.
  • I probably don’t need to tell you big data is growing fast as the volume of interactions balloons.But the current approach has been about collecting lots & lots of data and hiring a team of computer scientists to do complex analysis. But to date not a lot of focus has been on actionable data for customers.
  • Discover what your audience really needs, wants, and deliver it to them….
  • Requires new platforms – that enable digital marketing and marketing automation, The costs are dramatically lower and open for small businesses because this is not the big data approach that requires scientists, big systems, and lots of crunching to come up with global strategic insights. We are talking about making data actionable for each customer in real time – and suprisingly that is much more affordable.
  • Siloed marketing technologyNo centralized marketing database (lists)Marketing Analytics – aggregate and often anonymous (not individuals) Disconnected relationship data Designed for marketing – not for buyers
  • Buyer expects a relationship beyond email – yet most marketers primary marketing database is email centricNot your typical ESP DatabaseCompletely Re Architected from the ESP Era Multi Sources any KeyMarketing based on a complete identity
  • Behavioural marketing automation - It starts with the ability to capture all of the interactions of each individual.
  • But your customers – your buyers don’t just hang out on your website. They are interacting and learning everywhere. Phone, ipad, laptop – in facebook, and on your website. You need technology that enables you to interact with this person wherevery they are – knowing who it is and where they are at each and every time they show up. What if you could personalize the content on your facebook offer – in real time?
  • We don’t know when to send who which content
  • We can use simple techniques that are 15 years old & personalise the message.We can, if we’re a B2B company add in a personalised content.But what if we dynamically change the content or the call to action.
  • Consumer brands have been building sophisticated personalised emails for years. And what if you could time the sending of these emails based on behaviours?
  • We can take and extend beyond email.
  • Lets look at where mobile is going.
  • So what are we doing as marketers doing about this?Its not just good enough to let bad experiences exist on mobile.Customers will gravitate towards sites and brands that are mobile friendly.
  • We can start simple…lets not try & make our entire content mobile ready. Lets start by thinking of making sure certain pieces of content are designed for mobile from the ground up.The idea is you build a design that is flexible across all devices & screen resolutions. This doesn’t mean building multiple versions or asking users to choose which version they want. Its about smartly using existing resources to readjust and set up the CSS to enable mobile friendly relationships. You have the resources today!
  • We can also use mobile to build premium experiences. If I can get my app on the screen that’s huge. I’m in their pocket wherever they go. Plus we can create a premium experience.But that’s just one way. But there are lots of ways to use mobile to build create great customer experiences
  • We’re all aware of the various channels available to us now. And what I’m not going to do is tell you need a social media presence or pinterest account.
  • You’re probably doing all you can to distribute content, build followers and respond to conversations.
  • What I do want to talk about the fundamental reason for social media. Its not about promotion, its about trust.
  • Social disrupts the old approaches – and enables new ones that create a better customer experience
  • All of these trends are driving a transformation in the marketing department. Its not about running more campaigns & creating more content. Its about realigning our teams around the customer and building individualised conversations. Its about changing the way we think.It’s a different philosophy that’s going to require a different way of thinking.
  • A critical driver to this is technology.
  • As we buy more & more technology in the marketing department we need different skills to leverage these assets.We have to get in-marketing expertise in technology, in data, in systems and in integration. But not from a CIO perspective but from a marketing perspective.
  • It can be as simple as realigning departments around customers. To ensure we have a cohesive story for customers.
  • Now, think about all the different applications you use.If integration needs to happen, how are you going to use technology to connect the dots?A unified marketing platform will bring these together. Its not about throwing out these apps, its about using the platform to get a single view of the customer.
  • We must change our habits as marketers and move beyond tactics that drive 3% conversion to tactics that are relevant with every interaction.
  • Ok so lets look at an example.Every day we get emails from brands we’re interested in. Every few days we get some kind of messages from those brands. We don’t want to unsubscribe as we like the brands. But without opening we get emails over and over again.
  • In contrast lets look at amazon.Here’s an example where a user browsed amazon looking at a niche product then left.A few days later he got an email around that specific product.There’s no reason why we can’t include more of this type of experience in our content.
  • Build this chart for the esp than add in BMA (email, progile, relational) + all other identities and behaviorsNot your typical ESP DatabaseCompletely Re Architected from the ESP Era Multi Sources any KeyMarketing based on a complete identity
  • Marketing Department begins to transition or expertise from traditional marketing to Behavioural marketing
  • So as we conclude here we can move our way of thinking.
  • So in conclusion we talked about the 6 themes. But its all about changing the way marketing behaves. Putting the buyer at the centre of our marketing and building great customer experience.
  • 2013: What to Expect and How to Succeed in the Year of the Buyer

    1. 1. 2013: What to Expect and How to Succeed in theYear of the Buyer John Watton, Senior Director – Marketing @jwatton #spopEMEA @jwatton #spopEMEA
    2. 2. @jwatton #spopEMEA
    3. 3. @jwatton #spopEMEA
    4. 4. Interested In Learning More? silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop @jwatton #spopEMEA
    5. 5. @jwatton #spopEMEA
    6. 6. @jwatton #spopEMEA
    7. 7. Digital Marketing Channel Explosion @jwatton #spopEMEA
    8. 8. As buyers we all began to changeAs The way we communicate The way we learn and buy @jwatton #spopEMEA
    9. 9. ~ As each new channel emergedMarketing didn’t really change we responded by creating and pushing out more content. ~ We remained focused on Revenue Generation at the expense of the Customers Experience ~ We ran more campaigns and sent more messages than ever before @jwatton #spopEMEA
    10. 10. Then something happened… @jwatton #spopEMEA
    11. 11. The Sales Cycle became the Buying Cycle “The empowered Customer is now in control of the business relationship.” IBM CMO Study 2011 @jwatton #spopEMEA
    12. 12. 56% of the buying process is invisible to the seller. @jwatton #spopEMEA
    13. 13. @jwatton #spopEMEA
    14. 14. The Segmented Audience ApproachCUSTOMERS ARE MANY AUDIENCES SEGMENT 1 SEGMENT 2 SEGMENT 3 @jwatton #spopEMEA
    15. 15. Segmentation Success? 3% Relevant 97% Irrelevant @jwatton #spopEMEA
    16. 16. Buyers favour personalised experiences #spopUK @jwatton #spopEMEA
    17. 17. The Personal Marketing Approach Sarah – Facebook – Ebook @jwatton #spopEMEA
    18. 18. @jwatton #spopEMEA
    19. 19. @jwatton #spopEMEA
    20. 20. TheBuyer @jwatton #spopEMEA
    21. 21. 2013: What to Expect Big Data Marketing Marketing Department Platform The Buyer Content Mobile Marketing Social @jwatton #spopEMEA
    22. 22. What to Expect #1Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. @jwatton #spopEMEA
    23. 23. Scientists & StatisticiansAnonymous & AggregateDataMonths of Effort @jwatton #spopEMEA
    24. 24. Big Data Future: Discovering Individuals “Most effective CMOs get to know individuals, not just markets” “Mine new digital information sources”“Use customer analyticsto turn data into insight on which they can act” IBM CMO study 2011 @jwatton #spopEMEA
    25. 25. Increasingly novel ways to visualise personas @jwatton #spopEMEA
    26. 26. Shift in big data thinking Individuals Total Relationship Behaviours actions | Intent | Interests Campaign Actionable Campaigns of One Real Time Buyer Driven – Not Marketing @jwatton #spopEMEA
    27. 27. Big Data a foundation for marketing relevance New Platforms Lowered Costs Smaller Businesses @jwatton #spopEMEA
    28. 28. Poll #1 @jwatton #spopEMEA
    29. 29. What to Expect #2Companies increasingly investing in unified marketing platforms centred around customer behaviors and automation @jwatton #spopEMEA
    30. 30. Typical Marketing Technology Infrastructure Marketing Database Un-centralised (Email Lists, CRM, Internal) Marketing Applications Hurdles for Marketing to Siloed systems – Disconnected the empowered buyer Marketing Analytics Aggregate / Anonymous @jwatton #spopEMEA
    31. 31. Buyer expects a beyond email relationship Old Model New Model Email Key Flexible Keys Name: John WattonName: John Watton Email: john@silverpopEmail: jwatton@silverpop Social: @jwatton Web: cookie {GUID} CRM: TT66E78YEB654 Apps: App {GUID} SMS: 222.222.2222 Devices: iPhone, Laptop @jwatton #spopEMEA
    32. 32. Buyer expects preferred brands to pay attention Web Site/Page Video Visits File Social Downloads Email Graph Blog Visits Forms Postal Purchase History Mobile Support Apps Check History In’s Location Automation Centralized individualised CRM Engine Marketing Database Content @jwatton #spopEMEA
    33. 33. Buyer expects to be recognised across multipleplatforms & devices @jwatton #spopEMEA
    34. 34. They Want Individualised InteractionsREAL TIME, MULTI-CHANNEL, BUYER-DRIVEN CAMPAIGNS OF ONE. @jwatton #spopEMEA
    35. 35. Get started @jwatton #spopEMEA
    36. 36. Poll #2 @jwatton #spopEMEA
    37. 37. What to Expect #3Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content. @jwatton #spopEMEA
    38. 38. Content Marketing Today Today’s Best Practices - Helpful - Share worthy - Shareable - Searchable - Path to conversion - Not Uniquely Relevant - Overwhelming The Inbox Lack of Automation - Ignoring Behaviours “Marketers don’t know which content to - Ignoring Relationship send to whom & when” @jwatton #spopEMEA
    39. 39. BuyerContent BehaviourMarketing Content Marketing+ Automation @jwatton #spopEMEA
    40. 40. Buyers expect relevant conversations Automate Behaviour Individual Automate which Based Behaviours Send Time message Content @jwatton #spopEMEA
    41. 41. Example… @jwatton #spopEMEA
    42. 42. Individualised Relevant Content @jwatton #spopEMEA
    43. 43. Subject Line Personalisation1 1 First name personalisation personalised Content 2 6 Name and contact info for each customer’s personal rep Dynamic Subject Lines 2 The subject line changes based on the type and duration of club membership individualised Content Lists 3 For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalisation 4 Display totals and other engaging content to drive 7 follow-on purchases. Website-driven Content 5 Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization 3 6 The message arrives in each individual’s inbox at 1 precisely the time that individual is most likely to check email. Data-driven Dynamic Image 4 7 Image is selected based on demographic and profile info 8 Score-driven Dynamic Offer 5 8 Discounts/prices vary by social influence and time since last purchase @jwatton #spopEMEA
    44. 44. Personalising the web experience Industry Company Size Job Title Level Render the Best Content @jwatton #spopEMEA
    45. 45. Poll #3 @jwatton #spopEMEA
    46. 46. What to Expect #4Customers expect a mobile-friendly experience. @jwatton #spopEMEA
    47. 47. Mobile Trends 10% Internet traffic is Mobile Source: StatCounter Global Stats. #1 mobile activity: Email @jwatton #spopEMEA
    48. 48. Mobile in 2013?Hmm maybe…- Are people opening our email Customers will on mobile? navigate towards- Have you checked the QR code on your phone? mobile friendly- I wonder if our form works on experiences mobile? @jwatton #spopEMEA
    49. 49. Design for both at the same time Large Screen Render Small Screen Render @jwatton #spopEMEA
    50. 50. Mobile: Establish Premium Relationships SMS Mobile Ads Mobile Apps Mobile Content Mobile Inbox QR Codes Push Notifications @jwatton #spopEMEA
    51. 51. Get started @jwatton #spopEMEA
    52. 52. Poll #4 @jwatton #spopEMEA
    53. 53. What to Expect #5The social conversation becomes part of every channel, from search to Web to email and beyond. @jwatton #spopEMEA
    54. 54. @jwatton #spopEMEA
    55. 55. Social marketing so far… - Content Promotion - Offer Promotion - Followers / Fans - Inbound Traffic - RT / @Reply - Customer Service 55 @jwatton #spopEMEA
    56. 56. @jwatton #spopEMEA
    57. 57. Establishing Trust 3 to 5 TRUST # of times people 1. Academic 68% need to hear 2. Technical Expert 66% to believe 3. Person like me 65% 4. Regular Employee 50% Edelman Trustbarometer 2012 @jwatton #spopEMEA
    58. 58. @jwatton #spopEMEA
    59. 59. @jwatton #spopEMEA
    60. 60. Social Trust – Not a separate experience Search Disrupt AppsSocial + Enable Site Content @jwatton #spopEMEA
    61. 61. Integrating social into B2B @jwatton #spopEMEA
    62. 62. Poll #5 @jwatton #spopEMEA
    63. 63. What to Expect #6Marketing departments transform to better deliver individualised conversations with buyers. @jwatton #spopEMEA
    64. 64. By 2015, CMOs will buy moretechnology than CIOs. Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research @jwatton #spopEMEA
    65. 65. Become “marketing scientists” @jwatton #spopEMEA
    66. 66. Email Social Digital / Search InteractiveDemand Corp Gen Customers Comm @jwatton #spopEMEA
    67. 67. Integrated Buyer experience across Marketing Apps CMS Search CRM Social Buyer Behavior Buyer Identity Email Web Mobile Analytics Apps Unified Digital Marketing Platform Connects the dots between external systems and teams @jwatton #spopEMEA
    68. 68. Change our approach Old New Query Query Profile Data Large Audience Large Audience Relational Data Listening for live Behaviors Behavioural Data Individual Messaging Click Send Email Mobile Web Content @jwatton #spopEMEA
    69. 69. 0% RelevanceDon’t be a Mass Marketer @jwatton #spopEMEA
    70. 70. Put the buyerfront & centre!These are items I browsed but did not place in the shopping cart. @jwatton #spopEMEA
    71. 71. Think beyond email Now Before Profile Data EmailEmail Relational Data Behavioural Web Data Social / Apps Forms @jwatton #spopEMEA
    72. 72. Behavioural Marketing Path to purchaseTraditional Marketing Life cycle marketing Real-time campaigns of one Targeting & segmenting Marketing messages Customer dialogs Customer lists Expensive/slow manual execution Behavioural database High value/ instant automation @jwatton #spopEMEA
    73. 73. Audiences of thousands ~ Old MarketingThousands of Audiences of ONE! ~ New Marketing @jwatton #spopEMEA
    74. 74. Get started @jwatton #spopEMEA
    75. 75. Poll #6 @jwatton #spopEMEA
    76. 76. 2013: What to Expect1. Big data moves from the aggregate to the individual and starts to become actionable for smaller companies.2. Companies increasingly invest in unified marketing platforms centred around customer behaviors and automation.3. Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content.4. The social conversation impacts every channel, from search to Web to email and beyond.5. Customers expect a mobile-friendly experience.6. Marketing departments transform to better deliver individualised conversations with buyers. @jwatton #spopEMEA
    77. 77. How to succeed Worksheet/Planners Expert Videos @jwatton #spopEMEA
    78. 78. Thank You! +44 7557 125255 jwatton@silverpop.com @jwatton @jwatton #spopEMEA