Crea%ng	  Insanely	  Great	  Customers	  Crea%ng	  Insanely	  Great	  Customers	  A	  Next	  Gen	  B2B	  Marke%ng	  and	  ...
Crea%ng	  Insanely	  Great	  Customers	  Crea%ng	  Insanely	  Great	  Customers	  Starts	  by	  understanding	  your	  hig...
Crea%ng	  Insanely	  Great	  Customers	  The	  next	  step?	  Op%mizing	  the	  business	  value	  you	  deliver	  to	  th...
Crea%ng	  Insanely	  Great	  Customers	  Why?	  Because	  in	  B2B	  marke%ng	  every	  touch	  point	  is	  an	  opportun...
Crea%ng	  Insanely	  Great	  Customers	  “Crea%ng	  Insanely	  Great	  Customers”	  helps	  you	  answer	  key	  ques?ons	...
Crea%ng	  Insanely	  Great	  Customers	  Where	  and	  why	  are	  you	  gaining	  or	  losing	  high	  value	  prospects	...
Crea%ng	  Insanely	  Great	  Customers	  Where	  and	  why	  is	  your	  ROI	  being	  impacted?	  Explore	  Op%ons	  Eval...
Crea%ng	  Insanely	  Great	  Customers	  The	  framework	  helps	  you	  pinpoint	  specific	  ac%ons	  needed	  to	  op%mi...
Crea%ng	  Insanely	  Great	  Customers	  Content	  /	  Experience	  Analy%cs	  &	  Metrics	  Marke%ng	  Automa%on	  Custom...
Crea%ng	  Insanely	  Great	  Customers	  Content	  /	  Experience	  Analy%cs	  &	  Metrics	  Marke%ng	  Automa%on	  Custom...
Crea%ng	  Insanely	  Great	  Customers	  Content	  /	  Experience	  Analy%cs	  &	  Metrics	  Marke%ng	  Automa%on	  Custom...
Crea%ng	  Insanely	  Great	  Customers	  Present	  Capabili%es	  that	  are	  linked	  to	  Customer	  Business	  Outcomes...
Crea%ng	  Insanely	  Great	  Customers	  Business	  Outcome	  Increased	  ROI	  on	  marke%ng	  and	  sales	  =	  Revenue	...
Crea%ng	  Insanely	  Great	  Customers	  Business	  Outcome	  Validate	  Value	  Expand	  Deploy	  Solu%on	  Explore	  Op%...
Crea%ng	  Insanely	  Great	  Customers	  Methodology	  Assessment	  &	  Planning	  Framework	  Crea%ng	  an	  Insanely	  G...
Crea%ng	  Insanely	  Great	  Customers	  Some	  of	  the	  people	  behind	  “Crea?ng	  Insanely	  Great	  Customers”	  Ja...
Crea%ng	  Insanely	  Great	  Customers	  A	  few	  of	  the	  places	  where	  our	  team	  has	  delivered	  amazing	  re...
Crea%ng	  Insanely	  Great	  Customers	  We’d	  love	  to	  get	  your	  feedback!	  Thank	  You	  Mike	  Connor	  (mike@s...
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B2B Marketing - What's Next? - Creating Insanely Great Customers

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www.spicecatalyst.com | B2B Marketing's future? Customer engagement, collaboration and innovation. Multi Device, Multi Channel. Customer insight. Big Data. Marketing Automation. Personalization

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B2B Marketing - What's Next? - Creating Insanely Great Customers

  1. 1. Crea%ng  Insanely  Great  Customers  Crea%ng  Insanely  Great  Customers  A  Next  Gen  B2B  Marke%ng  and  Sales  Op%miza%on  Framework  www.spicecatalyst.com    Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  2. 2. Crea%ng  Insanely  Great  Customers  Crea%ng  Insanely  Great  Customers  Starts  by  understanding  your  highest  value  prospects  and  customers  and  where  their  requirements,  expecta%ons  and  buying  process  are  trending  
  3. 3. Crea%ng  Insanely  Great  Customers  The  next  step?  Op%mizing  the  business  value  you  deliver  to  them  throughout  their  Customer  Journey  For  Prospects  &  Customers  The  journey  is  everything  they  experience  moving  through  their  lifecycle  of  prospect  and  customer  For  Your  Organiza%on  It’s  every  investment  you  make  to  a;ract,  close  and  retain  prospects  and  customers  and  deliver  the  value  you  promised  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo   Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  4. 4. Crea%ng  Insanely  Great  Customers  Why?  Because  in  B2B  marke%ng  every  touch  point  is  an  opportunity  to  create  customer  value  and  compe%%ve  advantage!  Personaliza?on,  Content,  Data,  Social  Media,  Mobile  and  Marke?ng  Automa?on  Nurturing  campaigns  produce  50%  more  sales  ready  leads  at  33%  lower  cost  Nearly  60%  of  a  typical  purchasing  decision  is  made  before  ever  having  a  conversa?on  with  a  supplier  Leaders  in  Life  Cycle  Marke?ng  • 3x  greater  customer  reten%on  • 27x  greater  growth  of  customer  life%me  value  89%  of  customers  were  lost  aLer  a  nega?ve  customer  experience  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  5. 5. Crea%ng  Insanely  Great  Customers  “Crea%ng  Insanely  Great  Customers”  helps  you  answer  key  ques?ons  .  .  .  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo   Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  6. 6. Crea%ng  Insanely  Great  Customers  Where  and  why  are  you  gaining  or  losing  high  value  prospects  and  customers?  Explore  Op%ons  Evaluate  Solu%ons  Internal  Buy  In  Business  Case  Validate  Value  Expand  Use  Refer  Deploy  Solu%on  Status  Quo  Trigger  Point  Purchase  
  7. 7. Crea%ng  Insanely  Great  Customers  Where  and  why  is  your  ROI  being  impacted?  Explore  Op%ons  Evaluate  Solu%ons  Internal  Buy  In  Business  Case  Validate  Value  Expand  Use  Refer  Deploy  Solu%on  Status  Quo  Trigger  Point  Purchase  
  8. 8. Crea%ng  Insanely  Great  Customers  The  framework  helps  you  pinpoint  specific  ac%ons  needed  to  op%mize  ROI  Explore  Op%ons  Evaluate  Solu%ons  Internal  Buy  In  Business  Case  Validate  Value  Expand  Use  Refer  Deploy  Solu%on  Status  Quo  Trigger  Point  Purchase  
  9. 9. Crea%ng  Insanely  Great  Customers  Content  /  Experience  Analy%cs  &  Metrics  Marke%ng  Automa%on  Customer  Insight  1.  Objec%vely  define  what  creates  customer  value  Validate  Value  Expand  Use   Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  Personas  in  place  that  define  stage  by  stage  goals  and  requirements  Qualifica?on  criteria,  goals,  progress  metrics,  measuring  use  of  materials,  resources,  channels  Content  /  experience  aligned  to  personas  and  their  requirements  and  channels  Clear  defini?on  of  process,  automa?on  of  appropriate  ac?vi?es  
  10. 10. Crea%ng  Insanely  Great  Customers  Content  /  Experience  Analy%cs  &  Metrics  Marke%ng  Automa%on  Customer  Insight  2.  SWOT  assessment  of  current  journey    Scale  of  –  5  to  +5?    |  -­‐5  =  causing  us  to  loose  deals  |  0  =  doing  ok  |  +  5  delivering  serious  compe??ve  advantage  |    Validate  Value  Expand  Use   Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  
  11. 11. Crea%ng  Insanely  Great  Customers  Content  /  Experience  Analy%cs  &  Metrics  Marke%ng  Automa%on  Customer  Insight  1  3  2  3.  Align  marke%ng  ini%a%ves  /  materials  /  investments  Set  priori%es.  Short  %me  bound  sprints.  validate  &  refine  plan.  Validate  Value  Expand  Use   Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  
  12. 12. Crea%ng  Insanely  Great  Customers  Present  Capabili%es  that  are  linked  to  Customer  Business  Outcomes  Needs  Development  •  Assess  &  Confirm  Needs  •  Develop  Ideas  •  Confirm  Commitment  •  Serve  Customer  •  Build  Customer  Loyalty  Engage  &  Build  High  Value  Rela%onships  4.  Align  sales  engagement  and  enablement  Sales    Stages  2  1  4  3  Validate  Value  Expand  Use   Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  Create  powerful  synergy  between  marke%ng,  sales  and  customers    
  13. 13. Crea%ng  Insanely  Great  Customers  Business  Outcome  Increased  ROI  on  marke%ng  and  sales  =  Revenue  Growth  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  
  14. 14. Crea%ng  Insanely  Great  Customers  Business  Outcome  Validate  Value  Expand  Deploy  Solu%on  Explore  Op%ons  Evaluate  Solu%ons  Status  Quo  Trigger  Point  Internal  Buy  In  Business  Case  Purchase    Refer  High  value  customers  engaged  in  con%nual  collabora%on  and  learning  Compe?tors  wondering.  .  .  what  hit  them!  that  want  to  do  more  business  with  you!  
  15. 15. Crea%ng  Insanely  Great  Customers  Methodology  Assessment  &  Planning  Framework  Crea%ng  an  Insanely  Great  Customer  Journey  Content  /  Experience  Analy%cs  &  Metrics  Marke%ng  Automa%on  Customer  Insight  Assessment  Phase  q Customer  Research  and  Analysis  q Customer  segmenta?on  and  personas  with  stage  based  requirements  q Requirements  for  stage  by  stage  content  /  engagement  q Customer  advisory  board  /  VOC  q Stage  based  win  /  loss  analysis  q Qualifica?on,  metrics  &  analy?cs  for  each  stage  q Lead  scoring  and  management  program  q Exis?ng  /  proposed  customer  journey  map  q Posi?oning  and  Messaging  q Development  and  delivery  of  integrated  marke?ng,  sales,  lead  genera?on  and  nurturing  campaigns  q Marke?ng  and  sales  integra?on  and  automa?on  Kick  off  Workshop  Ini%al  SWOT  Analysis  Validate  Value  Expand  Use   Refer  Deploy  Solu%on  Purchase  Internal  Buy  In  Explore  Op%ons  Evaluate  Solu%ons  Business  Case  Status  Quo  Trigger  Point  Customer  buying  stages  
  16. 16. Crea%ng  Insanely  Great  Customers  Some  of  the  people  behind  “Crea?ng  Insanely  Great  Customers”  Janet  Gregory  Mary  Gospe  •  Integrated  marke?ng  •  Inside  sales  •  Outsourced  telemarke?ng  •  Sales  and  marke?ng  opera?ons  •  Apple,  Dialog  and  La?tude  Communica?ons  Mike  Gospe  •  Business  and  Channel  Development  •  Market  Strategy  and  Analysis  •  Product  Management  &  Marke?ng  •  Author  /  Speaker  –  “Crea?ng  an  Insanely  Great  Customer  Journey  •  Apple,  Adobe,  Silicon  Graphics  and  startups  Janice  Hulse  Mike  Connor  •  Integrated  marke?ng  strategist  •  Marke?ng  opera?ons  •  Persona,  posi?oning  and  messaging  Author  /  Speaker  –  The  Marke?ng  High  Ground,  Marke?ng  Campaign  Development,  The  Flip  Chart  Guide  to  Customer  Advisory  Boards  •  HP,  Sun  and  startups  •  Product  Management  &  Marke?ng  •  Business  Development  •  Market  Strategy  and  Analysis  •  HP,  Apple,  Dataquest,  Rich  Relevance  and  startups  David  Fradin  •  PR  •  Marke?ng  &  Marke?ng  Automa?on  •  1  on  1  /  Personaliza?on  marke?ng  •  Sun,  Accept  360  and  Netscape  Alison  Chalmers  -­‐  Smith  Awesome  Digital  Agency  Brand  Transforma?on  &  Buying  Accelera?on  Explore  Op%ons  Evaluate  Solu%ons  Internal  Buy  In  Business  Case  Refer  Status  Quo  Validate  Value  Deploy  Solu%on  Purchase    Expand  Trigger  Point  •  Sales  and  sales  op?miza?on  •  Complex  B2B  Customer  Experience  •  Innova?on  Strategies  •  Direct  and  channel  •  ShoreTel,  La?tude,  Avaya  and  Siemens  •  Sales  and  sales  op?miza?on  •  Business  development  •  Channel  strategies  •  Cisco  (Global,  Lucent,  ICT  and  start  ups  
  17. 17. Crea%ng  Insanely  Great  Customers  A  few  of  the  places  where  our  team  has  delivered  amazing  results!  Consumer  Compu?ng  Scien?fic  Compu?ng  Geo  Data  Analysis  Insurance  Banking  Document  Management  Video  Edi?ng  Telecommunica?ons  Cloud  /  Saas  Based  Solu?ons  Electronic  Publishing  Systems  Integra?on  Digital  Adver?sing  Video  Games  Product  Life  Cycle  Mgt.  Spend  Management    Mobile  Professional  Services  Custom  SoLware  Desktop  Applica?ons  Construc?on  SoLware  Small  to  Medium  Business  Educa?on  Law  Enforcement  Federal  Government  
  18. 18. Crea%ng  Insanely  Great  Customers  We’d  love  to  get  your  feedback!  Thank  You  Mike  Connor  (mike@spicecatalyst.com)  www.spicecatalyst.com  Next  Steps?  

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