SlideShare a Scribd company logo

Switch on your B2B customer experience strategy

B2B Marketing Leaders Gather to Share insights NOTES- Participants at London Tech Weeks “Switch on your B2B mobile content strategy” discussed research and strategy on how to take advantage of mobile capabilities, what techniques can be used, Mobile customer experience and what is working best for B2B organisations. Areas Covered Why the current customer experience is broken How mobile can be a powerful extension of your brand and marketing. The current customer journey The fully mobile customer journey How to engage your audience through the customer journey Customer experience is the new marketing Gaining a better customer insight Capturing critical data along the customer journey Technology integration: API’s, Marketing automation, CRM Success metrics (adoption, engagement and conversion) “For marketers, mobile is the biggest opportunity of our time to give consumers the exceptional discovery, engagement and purchasing experiences they demand.” (Mobile Marketing Association, 2017) Mobile content is both a great opportunity and a threat to many marketing professionals. How best to take advantage of a device business users check multiple times an hour, making them a real-time tool in driving brand awareness and target their prospects or channel partners to ensure their mobile marketing works effectively. “The event hosted by strategic partnering firm Tomorrow People and Contento their mobile customer experience service took a tactical look at how to encounter the advantages of a mobile audience and how to redefine current materials for mobile usage."

1 of 43
Download to read offline
Switch on your B2B
customer experience
strategy
2tomorrow-people.com ⋅
Tomorrow People & Contento
Switch on your B2B customer experience strategy
Digital transformation
is about differentiating
your customer
experience.
Customer
Prospect
EmployeePartner
The current customer
experience is
broken
What do Business leaders think?
70% of B2B companies have no idea of how good
or bad their customer experience actually is.
23% of the remaining 30% (That’s only 10%)
companies achieve strong returns on their
customer experience investments.
88% percent of B2B executives consider
customer experiences to be very important.
79% are convinced that a differentiated
experience has a direct effect on business results.
https://www.vox.com/policy-and-politic
s/2017/5/30/15631710/trump-bullshit
Ad

Recommended

Future CMO Commercial offering & pricing H2 2017 & H1 2018
Future CMO Commercial offering & pricing H2 2017 & H1 2018Future CMO Commercial offering & pricing H2 2017 & H1 2018
Future CMO Commercial offering & pricing H2 2017 & H1 2018Toni Keskinen
 
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013CMO Exchange - CMOs as Change Management Operators panel - January 27 2013
CMO Exchange - CMOs as Change Management Operators panel - January 27 2013FortuneCMO, LLC
 
Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?Do You Have The Right Customer Experience Strategy?
Do You Have The Right Customer Experience Strategy?PeopleMetrics
 
Customer experience strategy development methodology v1.6
Customer experience strategy development methodology v1.6Customer experience strategy development methodology v1.6
Customer experience strategy development methodology v1.6Roberto Suarez-Ojedis
 
Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014Improving Online Experiences - The Customer Journey Report 2014
Improving Online Experiences - The Customer Journey Report 2014Smart Insights
 
Creating the Ultimate Experience: UX + CX + CRM
Creating the Ultimate Experience: UX + CX + CRMCreating the Ultimate Experience: UX + CX + CRM
Creating the Ultimate Experience: UX + CX + CRMStuart Cruickshank
 
Aligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyAligning Your Marketing Team and Strategy with the Modern Customer Journey
Aligning Your Marketing Team and Strategy with the Modern Customer JourneyGary DeAsi
 
Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]Customer Avatar Worksheet [Ebook + Template]
Customer Avatar Worksheet [Ebook + Template]unfunnel
 

More Related Content

What's hot

WARC Path to purchase Insights keynote presentation
WARC Path to purchase Insights keynote presentationWARC Path to purchase Insights keynote presentation
WARC Path to purchase Insights keynote presentationToni Keskinen
 
The customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranThe customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranDMAasia
 
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Graeme McVie
 
Mind the CX Gap | ORT at Forrester CX Europe 2017
Mind the CX Gap | ORT at Forrester CX Europe 2017Mind the CX Gap | ORT at Forrester CX Europe 2017
Mind the CX Gap | ORT at Forrester CX Europe 2017ORT Medienverbund
 
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSBUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSCorey Miller
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)Michael Hinshaw, CEO McorpCX
 
25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - PeopledesignPeopledesign
 
Developing and implementing value proposition
Developing and implementing value propositionDeveloping and implementing value proposition
Developing and implementing value propositionReza Hashemi
 
How to Create a Strong Value Proposition Design for B2B - It's all about the ...
How to Create a Strong Value Proposition Design for B2B - It's all about the ...How to Create a Strong Value Proposition Design for B2B - It's all about the ...
How to Create a Strong Value Proposition Design for B2B - It's all about the ...Daniel Nilsson
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey MappingLenati
 
Customer Value Proposition by Derek Hendrikz
Customer Value Proposition by Derek HendrikzCustomer Value Proposition by Derek Hendrikz
Customer Value Proposition by Derek HendrikzDerek Hendrikz
 
How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders UserTesting
 
Customer Journey Powerpoint Presentation Slides
Customer Journey Powerpoint Presentation SlidesCustomer Journey Powerpoint Presentation Slides
Customer Journey Powerpoint Presentation SlidesSlideTeam
 
The Consumer Journey
The Consumer JourneyThe Consumer Journey
The Consumer JourneyLEAP
 
The Customer Journey Funnel: The Key to Sustainable Growth
The Customer Journey Funnel: The Key to Sustainable GrowthThe Customer Journey Funnel: The Key to Sustainable Growth
The Customer Journey Funnel: The Key to Sustainable GrowthRocketSource
 
Product Marketing in Global SaaS
Product Marketing in Global SaaSProduct Marketing in Global SaaS
Product Marketing in Global SaaSAndrew Malcolm
 
Voice of the Customer_CX-WMCLARKE
Voice of the Customer_CX-WMCLARKEVoice of the Customer_CX-WMCLARKE
Voice of the Customer_CX-WMCLARKEWilliam Clarke
 
Why is a Digital Strategy Important?
Why is a Digital Strategy Important?Why is a Digital Strategy Important?
Why is a Digital Strategy Important?Tiffani Allen
 
B2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIB2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIMike Connor
 
Welcome to Publicis Sapient London
Welcome to Publicis Sapient LondonWelcome to Publicis Sapient London
Welcome to Publicis Sapient LondonPublicis Sapient
 

What's hot (20)

WARC Path to purchase Insights keynote presentation
WARC Path to purchase Insights keynote presentationWARC Path to purchase Insights keynote presentation
WARC Path to purchase Insights keynote presentation
 
The customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad RamachandranThe customer journey mapping canvas - Nishad Ramachandran
The customer journey mapping canvas - Nishad Ramachandran
 
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...
Delivering on the Promise of Customer-Centricity - Precima & US Foods at FMI ...
 
Mind the CX Gap | ORT at Forrester CX Europe 2017
Mind the CX Gap | ORT at Forrester CX Europe 2017Mind the CX Gap | ORT at Forrester CX Europe 2017
Mind the CX Gap | ORT at Forrester CX Europe 2017
 
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESSBUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
BUILDING YOUR CX STRATEGY: SEVEN DIMENSIONS FOR SUCCESS
 
How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)How to Measure-and-Prove-the ROI of Customer Experience (CX)
How to Measure-and-Prove-the ROI of Customer Experience (CX)
 
25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign25 Lenses for Customer Experience - Peopledesign
25 Lenses for Customer Experience - Peopledesign
 
Developing and implementing value proposition
Developing and implementing value propositionDeveloping and implementing value proposition
Developing and implementing value proposition
 
How to Create a Strong Value Proposition Design for B2B - It's all about the ...
How to Create a Strong Value Proposition Design for B2B - It's all about the ...How to Create a Strong Value Proposition Design for B2B - It's all about the ...
How to Create a Strong Value Proposition Design for B2B - It's all about the ...
 
Customer Journey Mapping
Customer Journey MappingCustomer Journey Mapping
Customer Journey Mapping
 
Customer Value Proposition by Derek Hendrikz
Customer Value Proposition by Derek HendrikzCustomer Value Proposition by Derek Hendrikz
Customer Value Proposition by Derek Hendrikz
 
How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders How human insights focused organizations become CX leaders
How human insights focused organizations become CX leaders
 
Customer Journey Powerpoint Presentation Slides
Customer Journey Powerpoint Presentation SlidesCustomer Journey Powerpoint Presentation Slides
Customer Journey Powerpoint Presentation Slides
 
The Consumer Journey
The Consumer JourneyThe Consumer Journey
The Consumer Journey
 
The Customer Journey Funnel: The Key to Sustainable Growth
The Customer Journey Funnel: The Key to Sustainable GrowthThe Customer Journey Funnel: The Key to Sustainable Growth
The Customer Journey Funnel: The Key to Sustainable Growth
 
Product Marketing in Global SaaS
Product Marketing in Global SaaSProduct Marketing in Global SaaS
Product Marketing in Global SaaS
 
Voice of the Customer_CX-WMCLARKE
Voice of the Customer_CX-WMCLARKEVoice of the Customer_CX-WMCLARKE
Voice of the Customer_CX-WMCLARKE
 
Why is a Digital Strategy Important?
Why is a Digital Strategy Important?Why is a Digital Strategy Important?
Why is a Digital Strategy Important?
 
B2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROIB2B Customer Journey & Marketing ROI
B2B Customer Journey & Marketing ROI
 
Welcome to Publicis Sapient London
Welcome to Publicis Sapient LondonWelcome to Publicis Sapient London
Welcome to Publicis Sapient London
 

Similar to Switch on your B2B customer experience strategy

2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overviewRahul Singh
 
Is social media eclipsing search?
Is social media eclipsing search?Is social media eclipsing search?
Is social media eclipsing search?Regalix
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketingTeamThink Inc.
 
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10Acxiom Corporation
 
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...Ari Hoffman
 
Content is King Presentation by Paul McGarrity, Octave Online Communications.
Content is King Presentation by Paul McGarrity, Octave Online Communications.Content is King Presentation by Paul McGarrity, Octave Online Communications.
Content is King Presentation by Paul McGarrity, Octave Online Communications.Octave Online Communications
 
Digital advertising & promotion
Digital advertising & promotionDigital advertising & promotion
Digital advertising & promotionDikshant Sagar
 
Digital Marketing
Digital MarketingDigital Marketing
Digital MarketingRajThakuri
 
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)Angela LaGamba
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineerschulmanthorogood
 
'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
'Tis the Season: Leveraging Social Media Ad Campaigns for the HolidaysMediaMath
 
8 Ways to Grow through Interactive Marketing
8 Ways to Grow through Interactive Marketing 8 Ways to Grow through Interactive Marketing
8 Ways to Grow through Interactive Marketing Katz Marketing Solutions
 
Getting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BGetting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BBonfire Marketing Company
 
How to Do User Acquisition.pdf
How to Do User Acquisition.pdfHow to Do User Acquisition.pdf
How to Do User Acquisition.pdfFerdi Anggriawan
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-SuiteCalabrio
 

Similar to Switch on your B2B customer experience strategy (20)

2 digital kites broad overview
2 digital kites   broad overview2 digital kites   broad overview
2 digital kites broad overview
 
Is social media eclipsing search?
Is social media eclipsing search?Is social media eclipsing search?
Is social media eclipsing search?
 
Overview Of EMarketing
Overview Of EMarketingOverview Of EMarketing
Overview Of EMarketing
 
Platforum Logicav3.0
Platforum Logicav3.0Platforum Logicav3.0
Platforum Logicav3.0
 
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10
Optimize Customer Engagement At Every Interaction - Acxiom GMPS 9/15/10
 
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...
Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer...
 
Case Study on Online Retail
Case Study on Online RetailCase Study on Online Retail
Case Study on Online Retail
 
Content is King Presentation by Paul McGarrity, Octave Online Communications.
Content is King Presentation by Paul McGarrity, Octave Online Communications.Content is King Presentation by Paul McGarrity, Octave Online Communications.
Content is King Presentation by Paul McGarrity, Octave Online Communications.
 
Digital advertising & promotion
Digital advertising & promotionDigital advertising & promotion
Digital advertising & promotion
 
New Marketing Trends: Are You Missing Out?
New Marketing Trends: Are You Missing Out?New Marketing Trends: Are You Missing Out?
New Marketing Trends: Are You Missing Out?
 
Digital Marketing
Digital MarketingDigital Marketing
Digital Marketing
 
B2B Marketing in 2010
B2B Marketing in 2010B2B Marketing in 2010
B2B Marketing in 2010
 
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)
Growth Hacking For Your Business: A How-To Session (PodCamp Toronto 2015)
 
Rise of the Content Engineer
Rise of the Content EngineerRise of the Content Engineer
Rise of the Content Engineer
 
'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
'Tis the Season: Leveraging Social Media Ad Campaigns for the Holidays
 
8 Ways to Grow through Interactive Marketing
8 Ways to Grow through Interactive Marketing 8 Ways to Grow through Interactive Marketing
8 Ways to Grow through Interactive Marketing
 
B2B Content Marketing for Manufacturers
B2B Content Marketing for ManufacturersB2B Content Marketing for Manufacturers
B2B Content Marketing for Manufacturers
 
Getting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2BGetting to Grips With Social Media Marketing for B2B
Getting to Grips With Social Media Marketing for B2B
 
How to Do User Acquisition.pdf
How to Do User Acquisition.pdfHow to Do User Acquisition.pdf
How to Do User Acquisition.pdf
 
The Customer-Conscious C-Suite
The Customer-Conscious C-SuiteThe Customer-Conscious C-Suite
The Customer-Conscious C-Suite
 

Switch on your B2B customer experience strategy

  • 1. Switch on your B2B customer experience strategy
  • 4. Digital transformation is about differentiating your customer experience. Customer Prospect EmployeePartner
  • 6. What do Business leaders think? 70% of B2B companies have no idea of how good or bad their customer experience actually is. 23% of the remaining 30% (That’s only 10%) companies achieve strong returns on their customer experience investments. 88% percent of B2B executives consider customer experiences to be very important. 79% are convinced that a differentiated experience has a direct effect on business results. https://www.vox.com/policy-and-politic s/2017/5/30/15631710/trump-bullshit
  • 7. What do the Sales & Marketing team think? 80% of marketers know they need to be more customer centric. Only 20%of content produce is actually seen by your intended audience. Sales reps spend up to 43 hours every month searching for information. –Aberdeen, 2015 The opportunity cost of unused or underused marketing content is roughly $2.3 million for enterprise organizations. –Sirius Decisions, 2015
  • 9. Mobile usage is intensifying; B2B researchers are using it throughout their entire path B2B researchers are not just using mobile when they are out and about, but rather wherever they are. In fact, 49% of B2B researchers who use their mobile devices for product research do so while at work. (Google / Kantar Millward Brown, B2B Path to Purchase Study) Delivering content-rich mobile and video experiences is now critical to successfully reaching your B2B customers and moving them through the path to purchase. (Google,The Changing Face of B2B Marketing) Mobile accounts for 61% of UK digital minutes and 71% US digital minutes) (Ben Martin 2017, Global Marketing Insights Director at comScore) October 2016 internet usage by mobile & tablet devices exceeded desktop/laptop worldwide for the first time. 42% of researchers use a mobile device during the B2B purchasing process. Mobile is now the dominant channel?
  • 11. What happens in 1 minute 204M Emails sent 4M Google search queries 1400 New blog posts 48k Apple app downloads 227k Tweets $83k Amazon sales +416k Tinder swipes +347k Wats app photos 216k Instagram photos +61k Hours of music on Pandora 2.46M Shared pieces of content on Facebook +23k Hours of Skype 8,333 Vine videos 3,472 Pinterest images pinned 72 Hours of new video
  • 13. Map the current customer journey Consideration Awareness Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Acquisition RetentionWOM
  • 15. Switch on your B2B mobile content strategy
  • 16. The current customer journey Consideration Awareness Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Acquisition RetentionWOM
  • 17. Attract and convert Opportunities Support Share Targeting your audience allows you to send personalised and relevant content to users who are more likely to be interested and appreciate it. It's becoming increasingly necessary to reach customers on their mobile devices. Therefore what type of content and when to share with prospects on a mobile device is crucial. Mobile is gaining entry into every sphere of our lives rapidly. In the B2B arena, an app can create new opportunities to reach out to support clients through training and technical assistance. An aftercare portal for example could increase customer conversion and confidence dramatically. Many of us now don’t spend as much time at our desks and so sharing content for mobile access helps prospects and customers have access when desired. A branded mobile app will provide a high level of interaction, communicate directly to all customers and offer a superior level of customer service which in turn drives referrals. Experience + - Channels Awareness Consideration Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Buying process Insights Whitepapers Ebook Tip Sheet Checklist How to video Educational resources Product Information Case Study Sample pictures FAQ Data sheet’s Demo Video Trial or promotional materials Demo information Consultation Estimate Coupon/voucher Client Video Technical support Customer Survey Help guides Making the most of resources Process charts Learning Videos Workflow program Service structure Training documents Process charts Learning Videos Update reports Process charts Customer Videos Performance reports Client case studies New user articles Checklist for contract Extension New options Renewals policy Initial loyalty tier Rewards outlined Benefits table Customer benefits Affiliate forms Referral Marketing Videos Awareness Consideration Decision Purchase On boarding Early Mid term End of term Contractual renewal Loyalty Referral Content Experience
  • 18. Model your customer experience Customer Experience Channels - Types of materials appropriate for their stage Topic’s - Personalised Resources User Groups - Stage of client
  • 19. Build your buying process
  • 21. Select your User access for the buying stage Channel 1
  • 22. Engage your audience through the customer journey Push notification can be used to increase awareness of new product launch or development. Participation in polls, quizzes and competitions to increase shareability.
  • 24. Prospects & Marketing Qualified Leads stage Deliver a personalised experience Offer the latest news and insight Create information to be shared Develop a community of qualified leads
  • 25. Sales Qualified Leads Provide education and training Announce new products features and services Publish regular case study videos Approach leads with greater credibility
  • 26. Client ~ Onbording, Early, Mid Build a new customer experience Speed up your client communications Share best practice and guidance Reach out to drive customer engagement
  • 27. Loyalty & Referral Connect with the advocates to incentivise referrals Leverage word-of-mouth Track how customers move through referral funnel Target customers with advocate marketing resources
  • 29. Enterprise version API integration -Hubspot -Eventbrite -Marketo -Eloqua - Pardot Video Capture Survey Types Multilingual language support
  • 30. Engage your audience through the customer journey Push notification can be used to increase awareness of new product launch or development. Participation in polls, quizzes and competitions to increase shareability.
  • 31. Report & learn on the experience
  • 37. technology integration: API’s, Marketing automation, CRM Input Manual content channels, Automated content channels, API considerations channels, Client records Output Analytics, Behaviour, Utilisation insight
  • 40. Client: ITV Challenge: Ensuring all candidates have digested all the relevant content & course learning. Providing the candidates with an easy way of catching up with new developments. Internal communication & resource proving to be not being seen or utilised as much as they should have been. Solution: Candidates subscribing to the cohort channel providing insight, thought leadership, event & video content to nurture after the workshops. Getting access to the Hand, Heart & Head channels to ensure they can embed these behaviours into the ITV culture. Results: ITV have an effective means of ensuring the true value of the leadership training was realised.
  • 41. Client: T-Three Challenges: High competition in the market for leadership development & challenges on early stage differentiation. Complex marketing environment with lots of channels & activities to build an effective experience. Solution: An application offered to download on the t-three website for lead generation activity. Channels offered to the prospects on different topics, around business pains. Push notifications of events, thought leadership content or new e-guides. Video channels to deliver educational content to the prospects to keep them engaged. Results: Increase in conversion rates from potential prospects to opportunities. Brand differentiation from the competition. An aid for social selling. Maximising all the content produced to support the sales teams.
  • 42. Client: Cxense Challenge: Offering something of value at events to capture data Keeping prospects engaged at an event Keeping prospects engaged after the event Driving engagement at the event Solution: Branded event app that is based on offering prospects event specific content Push notifications of specific or relevant presentations happening throughout the event. Survey ability to get real insight to the engaged audience. Results: Accurate & proven follow-up from the event. All content made available after the event. IPad content made available for product demonstrations.
  • 43. Takeaways Mobile is surpassing desktop as the most popular way to use the internet - so the central challenge for B2B content marketers is to consider the best way to engage with potential customers on their phones and tablets. 1 A mobile app provides a more intimate connection than email: people make an active decision to download an app, they can access the content when it’s convenient, and you can send people push notifications. 2 Mobile-optimised web content is important, but usually doesn’t offer as much as an app in terms of user experience, brand awareness, communication and data capture. 3 Email marketing is becoming less effective - it is not a personal enough channel to be sure that your content is getting through. 4 A mobile app provides you with rich user data which can be used to continually improve the way you communicate with people. 5