Customers will call more shots and set more agendas in 2011 than ever before.The poor economy and unprecedented consumer empowerment due to the web and social media have significantly increased customer demands for relevance and value. The “center of power” has forever shifted from the marketer to the customer.
Doubletree Hotels – A warm welcome (literally)with the Doubletree chocolate chip cookie.They’ve given over 250 million to customers at check-in.Southwest Airlines - ‘Bags Fly Free’. No fees for two checked bags, saving customers up to $120 on a round trip.Zappos – Surprise complimentary upgrade of shipping.
These markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny and often shocking. Whether explaining or complaining, joking or serious, the human voice is unmistakably genuine. It can't be faked.
Per extensive Voice of Customer research, we have learned that most customers and prospects are not satisfied with current websites. They feel that most websites are one-dimensional, corporate, “me”-oriented experiences. Websites must now provide a three-dimensional experience that provides access to, in order of importance, 1) peers, 2) content experts, and 3) the company itself.
Chief marketing officers (CMOs) and marketing leaders in B2B companies are under constant pressure to make greater contributions to the sales pipeline and to the productivity of the sales team.
One size fits all b2b websites are designed for poor conversion, leads, etc.
Agile software development is a group of software development methodologies based on iterative and incremental development, where requirements and solutions evolve through collaboration between self-organizing, cross-functional teams. The Agile Manifesto introduced the term in 2001.
I've been fond of the using the term HiPPO (HIghest Paid Persons Opinion) as a way to describe how "bosses" inject their personal preferences and biases into the web design process. The HiPPO is the enemy of a high performing marketing campaign. When your boss argues about the placement of a call-to-action or the number of form fields on a registration page, kindly thank them for their idea and let them know that you'll test it to see how it performs. The key to being data-driven is having the capability to run website experiments.
"Perfect is the enemy of good." Plan for iteration up front - The quote comes from Voltaire, the French enlightenment writer. As marketers we strive for perfection, wanting to execute the perfect lead generation campaign or design the perfect website. While perfection is a noble goal, its impossible. You see, our perception of perfect is almost never our customers perception. Focus groups and usability studies are a great place to start, but you'll never really know what really drives results until you launch. Launching a campaign without a plan for rapid iteration is a roadmap to failure. You won't get it right the first time, so keep iterating until you do. Mark Twain once said "Continuous improvement is better than delayed perfection". Listen to Voltaire and Twain and stop striving for perfection.
Adapt in real-time - The days of the one-sized-fits-all website are long gone. Your customers are prospects expect that your website reflects their unique interests and goals. The low conversion rates you're experiencing are an indicator that your content isn't tailored to the individual needs of the visitor. I've written before about the power of incorporating context into your marketing campaigns. It's time to start using context to deliver the right content to the right user at its greatest moment of impact. Marketers can define explicit business rules to match content to context, or leverage automated approaches like the Baynote Collective Intelligence Platform.
Data is the fuel of agility. Plan for measurement long before campaign execution - It's impossible to be agile without data, yet many marketing campaigns are launched without a plan for measurement. Most organizations measure the obvious- conversions, bounces, views. Yet, they fail to put a plan in place to measure data all the way through to business outcomes like leads, donations, downloads, sales, etc. Building a quantitative measurement strategy ensures that you'll be able to assess campaign performance and quickly correct course, if necessary.
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About Me Tom Wentworth Vice President of Web Solutions @ Ektron 10 years in web content management, 15 in enterprise software Twitter @twentworth12 LinkedIn http://www.linkedin.com/in/twentworth12 Blog http://ektron.com/tomwentworthblog Slidesharehttp://ektron.com/twentworth12
Agenda B2B & B2C marketing challenges. Or- why CMO’s keep their LinkedIn profiles updated What does marketing agility mean? Does it mean agile marketing? 4 tips for increasing marketing agility. About Ektron, next steps, and suggested reading.
Marketing is Hard http://www.flickr.com/photos/bcymet/3292063588/sizes/l/in/photostream/
About Ektron Ektron provides mission critical web solutions that drive revenue, improve customer satisfaction and increase productivity. Web content management, marketing optimization, social business software Over 8, 000 customers powering over 12,000 websites Founded in 1998 with a track record of innovation and growth Headquartered in Nashua, New Hampshire Worldwide offices in United Kingdom, Australia, and Canada,
Next Steps To learn more about Marketing Agility Visit http://www.ektron.com/Products/Web-CMS/Marketing-Optimization/ Tom Wentworth VP, Web Solutions firstname.lastname@example.org @twentworth12 on Twitter