1. 1
Personalizing the Experiences
to Drive Growth
A PERSONA-CENTRIC APPROACH TO JOURNEY MANAGEMENT

2. New Technologies
Have Empowered People
and Disrupted Businesses
Customer Expectations
Have Fundamentally
Changed
Businesses Struggle
to Make Sense of The
Shifting Landscape
The Digitization of Everything Has Caused a
Paradigm Shift.
2

3. Copyright © 2016 Accenture All rights reserved. 3
STATE OF THE MARKET – CUSTOMERS ARE NOW IN CONTROL
• He's online. Checking out your website - and your competitor's
website.
• He's socializing. Telling everyone what's happening in his world and
the world.
• He's Tweeting, Facebooking, and Linked-In-ing. Social media is still a
firestorm.
• He's blogging about his experiences with you, for the world to read.
• He's YouTubing about his experiences with you for the world to watch
- by the millions (any questions United Airlines?).
• He's Googling, not yellow-paging.
• He's texting. A lot.
• He's using his mobile device to do damn near everything.
• He's WiFi-ing in his hotel room, on the plane, in Starbucks, and at
home.
• IF he's reading a paper, or getting the news, it's online.
• He's purchasing after midnight. By the billions.
• He's looking for ease of doing business with you.
• He is value oriented, but will look to price as part of the decision.
• He does not want to wait for anything or anyone.
• He needs help and expert advice.
• He wants, needs, and expects GREAT service after the sale
• He's looking for ideas and answers.
• He can check your price and your facts in two seconds or
less on Google.
• He knows as much about your product as you do.
• He knows MORE about your competitor's product than you
do.
• He can pay right now IF you can take online payment.
• He is SICK of you telling him how important his call is while
he stands on hold.
• He is SICK of your recorded hold message.
• He expects you to be as computer literate as he is.
• While you are qualifying him, he is qualifying you.
• If he needs a referral or recommendation, he'll go online, or
ask his peers, or anyone else but you...UNLESS you have
video testimonials online.

4. Copyright © 2016 Accenture All rights reserved. 4
STATE OF THE BUSINESS – AND YOU’RE NOT
• Duplicate technologies, platforms and content
• Leveraging current eCRM investments for reuse
across geographies, languages and channels
• No central governance, regulatory compliance,
security testing
• Many web sites in multiple countries with multiple
owners
• Speed-up time consuming process for creating &
updating sites
• Managing multiple vendors is time consuming for
brand managers
• Do more for less to increase value from current
providers
CorporateBrand 4Brand 2Brand 1 Brand 3
Search
Social
Media
Wireless
Display
Advertising
E-mail WebsiteChannel
Campaign
Brands
Consumers&
Internal
Stakeholders
Existing stand-alone marketing processes lead to multiple campaign contacts and
conflicting messages and do not leverage process and infrastructure efficiencies
Campaign X Campaign Y
Campaign
Z
Disparate processes, siloed operating models, and legacy capabilities result in inconsistent, fragmented
experiences

5. Copyright © 2016 Accenture All rights reserved. 5
LEGACY ERA – THE LINEAR B2B MARKETING & SALES PROCESS
• Customer
testimonials
• Industry
benchmarks
• Service
• Total cost of
ownership
• Webinar
• White paper
• Industry trade
press
• Online discussion
forum or video
• Hard facts and
statistics
• Customer success
stories
• Business value of
solution
• Committed to
solve problem
• Build business
case
• Seek expert
opinions
• Buyer wants a
short list of options
• Pros and cons of
possible
alternatives
• New information
causes re-
evaluation or
eliminates options
• Too expensive?
• Ready to buy
• Negotiations
• Pricing
• Customer Service
Agreements
88% B2B pre-sales prospects use the web to find information. Find useful information less than 42% of the
time (IDC study)
Awareness Consideration Research Identify Options
Step Back(s) Re-
Evaluation
Validation Choice
1 2 3 4 5 6 7
12+ pre-sales visits to the salesperson prior to being ready to buy

6. Copyright © 2016 Accenture All rights reserved. 6
REALEGACY FUNNEL TODAY’S MULTI-DIMENSIONAL FUNNEL
TODAY’S ALWAYS-ON, NON-LINEAR REALITY
Source: Automate Your End to End L2RM Process, Forrester, September 2014

7. THE OPPORTUNITY – DELIVER PERSONAL, RELEVANT, AND
ENGAGING EXPERIENCE
B2B buyers are shoppers and are being “conditioned” to expect richer, omni-channel
experiences – but reality doesn’t match those expectations.
40% of corporate buyers spend
at least half of their procurement
budget online
60% those that shop across
channels buy more and are
more loyal
Up to 86% of B2B
buyers start research
online with a search
engine
91% read blogs, view
videos or listen to
podcasts online44% customer avg. order
values increased when
buying online
71% would increase their spend if
it was easier and more
convenient to browse / purchase
items from B2B websites
75% use social media to
engage with vendors and
expect to use social media in
future purchase processes
Copyright © 2015 Accenture All rights reserved. 7

8. Copyright © 2016 Accenture All rights reserved. 8
ESTABLISH THE FRAMEWORK –
DEVELOP PERSONAS AS YOUR GUIDEPOST
Profile
20 60
Age
Her Goals Her Motivations Her Mindset
• Aim to build cherished memories;
strengthen family bond; share fun on
same level
• Stay informed about high-value vacation
options
• Seek active and relaxing vacation
“experiences”
• High quality service
• Fun for kids and adults alike
Learn Research Family-First ValueShop
• Influence from friend’s recommendations
through Facebook and Instagram
• Does secondary research and self-educates
on blogs and forums
• Want easy, transparent yet comprehensive
information
TransparencyTrust
Her Story
"We like to plan our vacations when we are sitting around the dinner table. We normally go to X every other year and stay in two rooms at X
Resort. We love the quality of the Resort, and its easy access to transportation and attractions."
"Throughout our vacation, I am posting pictures of our experiences on Facebook to share with my friends."
"After returning home from vacation, I look through all my photos and reminisce about the great time we just had. Then I go back to work and
already start thinking about my next vacation."
"I think about vacations as a way to invest in my family.”$50k $150k
Household
Income
$3000 $9000
Annual
Vacation
Spend
10 20
Annual
Vacation
Days
Low High
Brand
Affinity
Low High
Digitally
Savvy
Low High
Mobile
Experience
41
16
$115K
$7k+
Persona Assumptions
• Has an upcoming trip where she’s staying XX Resort
• Utilizes mom-blogs, discussion boards, Facebook, Instagram, and other resources in order to self-educate and research; therefore would not
consider onsite tour incentives or push marketing tactics
• Efficiency is key, because 3 children are all under the age of 10
• Is aware of X but does not understand all the benefits of membership and if it’s right for her family
ILLUSTRATIVE

9. Copyright © 2016 Accenture All rights reserved. 9
DEVELOP PERSONAS FOR ALL USERS WITHIN YOUR VALUE CHAIN
ANTHONY
TIM
Anthony is a Sr. Director of Network and Infrastructure. Reporting to the CIO, Anthony is always looking for
opportunities for network optimization to progress growth, keep up with competition, and demonstrate
improvement to his management. Anthony stays on top of trends by regularly reading industry journals, following
industry leaders on social media and attending conferences.
Today, Anthony is conducting his routine research and comes across an article on the importance of network
security optimization. He engages Tim, one of his direct reports, to help him uncover any current inefficiencies that
may exist and new solutions his company could benefit from.
Tim is a Manager within Network and Infrastructure. While Tim conducts his own industry research, he is largely
motivated by the directive he receives from Anthony. Tim has been in the industry for 15 years, so Anthony trusts
his judgement.
Today, Tim receives the directive from Anthony to dig into the current state of their organization’s network security
solution and opportunities for improvement.
ILLUSTRATIVE

10. Copyright © 2016 Accenture All rights reserved. 10
ANTHONY & TIM’S EXPERIENCE-LED JOURNEYS
1
Anthony conducts routine
research and reads
article on network
security
2
Anthony instructs Tim
to explore
opportunities for
improvement
3
Tim conducts network
security research online
while assessing current
infrastructure
4
Tim comes across Co.
X/Network Partners thought
leadership and provides
contact information to read
full article
Tim begins to
prioritize criteria
and explores
solutions and
vendors
Tim identifies opportunity
for improvement based
on research and shares
findings with Anthony
Tim creates an
initial shortlist of 5
potential vendors
8 6 57
Simultaneously, he is on
LinkedIn and reads a
network security white
paper via a sponsored
post by Co. Y.
Tim starts receiving emails
from Co. X/Network Partners
providing additional network
security education
Among the emails Tim
receives, he opens one and
clicks a link that provides
additional education on
potential Co. X solutions
9 10
ANTHONY
CUSTOMER DATA
CAPTURE
LEAD SCORING
CUSTOMER DATA
CAPTURE
LIST GENERATION
PERSONALIZATION
NEXT BEST ACTION
Because Tim showed
interest in network
security thought
leadership, he is
added to relevant
list(s) in Eloqua based
on his action and
profile attributes
CUSTOMER DATA
CAPTURE
Based on Tim’s
engagement with the
awareness email
series, Eloqua
continues to build
Tim’s digital profile to
serve him relevant
content
Because Tim is on an
Avnet site, Eloqua
captures Tim’s
contact information
and builds a ‘known’
profile in Eloqua,
including digital
behavior
The white paper is
hosted on an Avnet
landing page or
microsite. Tracking
Anthony’s digital body
language, Eloqua
continues to build his
digital profile and
calculate his lead
score
Because Tim showed
interest in network
security thought
leadership, he begins
receiving educational
emails about network
security
The series of emails
Tim receives are
based on the
engagement he
shows throughout the
campaign. The
email’s content is
relevant to his needs
Tim's engagement
during the awareness
stage across digital
tactics builds his lead
score. The weighting
of his engagement
with the solution email
passes him over a
threshold to move him
to the consideration
stage
10
ILLUSTRATIVE

11. Copyright © 2016 Accenture All rights reserved. 11
ANTHONY & TIM’S EXPERIENCE-LED JOURNEYS
ILLUSTRATIVE
11
Tim opens Co. Y.
branded email with
detailed descriptions
of Co. X network
security offerings
12
Tim clicks link in Co.
Y. email and is
directed to landing
page outlining
Cisco/Avnet solutions
and products
13
Tim narrows his search
to specific Co. X
hardware and service
offerings
14
18 17 16 15
Tim receives
communications (e.g.
email, ads, etc.) from
Avnet highlighting Co. X
network security
offerings
Tim is contacted by a
VAR and is provided
Cisco/Avnet offering
details and value
propositions
Tim conducts
comparison of vendor
solution offerings
(product and
distributor)
Tim gets buy-in from
Anthony to discuss
pricing and
implementation with
VARs regarding
narrowed products and
distributors, including Co.
X.
From landing page,
Tim clicks on link
navigating him to the
Avnet site – Tim
searches around the
Avnet site
TIM
CUSTOMER DATA
CAPTURE
CUSTOMER DATA
CAPTURE
NEXT BEST ACTIONLIST GENERATION
CUSTOMER DATA
CAPTURE
LEAD SCORING
CLOSED-LOOP
MARKETING
NEXT BEST ACTION
SALES ENABLEMENT
Eloqua tracks interest
in security offerings,
building his lead score
indicating potential
purchasePERSONALIZATION
Eloqua continues to
build Tim’s digital
profile and re-
calculates his lead
score
Avnet tracks Tim’s
navigation on the
website, learning what
specific products he is
interested in and his
level of interest
CUSTOMER DATA
CAPTURE
Because Tim showed
interest in Co. X
related content, he is
added to relevant
list(s) in Eloqua based
on his action and
profile attributes
Based on Tim’s
engagement with the
Avnet site, Eloqua
automatically selects
relevant VAR to
engage and places
the VAR on list for
communication
LIST GENERATION
Because of Tim’s lead
score, Eloqua kicks
off an automated
consideration email
stream, providing Tim
additional educational
content on Cisco
network security
offerings.
Outbound: Eloqua
provides Tim’s contact
information and profile
for sales engagement
Inbound: VAR records
Tim’s lead
qualification, interest,
etc. in CRM to route
to Eloqua
Tim has shown
significant interest in
Avnet offerings
through his
engagement with the
email and landing
page, pushing the
weighting of his Avnet
site visit to initiate
VAR’s sales cycle
The series of emails
Tim receives are
based on the
engagement he has
shown with Co. X
related content. The
email’s content is
relevant to his needs
and attributes
Based on Tim’s
engagement with the
Co. Y. site, Eloqua
defines sales contact
as next best action
initiating automated
communication to
VAR
Avnet provides the
VAR relevant sales
enablement materials
(playbook, value
props, etc.) to support
the sales effort
Eloqua captures
feedback from VAR’s
CRM, and updates
Tim’s digital profile