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Impactful Cross-Channel Customer Experiences:
Business Benefits &
Implementation Challenges
May 4th , 2016
J.Boye Philadel...
2
Agenda
Marketing Automation: Why & Why Now?
Trends
Strategy
Multi-Year Transformation Journey
Strategy Development
Custo...
3
DuPont: Examples of Markets We Serve:
Agriculture
Pioneer® seeds
Crop Protection
Food & Beverages
DuPont™ Danisco® Ingre...
Deeper Engagement of Marketing in the Buyer Journey
Before:
Sales Dominated
One-way
Single Channel
Personal Relationships
...
5
Design Relevant & Impactful Customer Experiences
Right
Contact
Right
Time
Right
Content
Right
Channel
- In Target Audien...
Design the Customer Experience for Target Audiences
6/13/2016 6
Channel
Customer Stage
Customer Journey
Emotion
Contact Se...
Build the right level of capability, in realistic phases
Inquiry Mgmt
eMail Plus
Integrated
Interdependent
The Right Capab...
Assess Capabilities and Prioritze Improvement Areas vs Objectives
Source: oracle Marketing Cloud
Case Study: New Product Launch Support
6/13/2016 9
Go where your audience goes
Paid Search
Industry Events & Websites
Rema...
Case Study: Product Launch Support
6/13/2016 10
Provide Customer Choices
Learn
Evaluate
Sample
Score & Treat Leads Differe...
Content Type Selection, by Customer Experience Stage (example)
• Company website
• Ebooks
• Presentations
• Data sheets
• ...
12
Power of Adjacent Content
Source: DuPont Danisco / Corporate Executive Council , 2011
13
Organizational Model:
Centering Opportunities By Business Model
Globally
Centered
Regionally
Centered
Fully
Localized
S...
14
Beyond Lead Nurturing
Core Capabilities
Rich Customer Data Mgmt.
Segmentation
Workflows
Integration
Customer Interactio...
15
Critical Success Factors
Clarity of Marketing & Customer Interaction Strategy
• Prioritize. Simplify. Develop multi-gen...
Analytics: Focus on Few Closed Loop metrics: Actionable ones!
REACH: How many people can I
influence in my target audience...
17
Final Take Aways:
B2B Marketing Trends:
From Silo channels to Customer experiences orchestrated across channels
From B2...
Gerard Peyronne
Global eCRM & Marketing Automation Leader
gerard.a.peyronne@dupont.com
Geneva, Switzerland
Questions?
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Impactful Cross-Channel Customer Experiences: Business Benefits & Implementation Challenges

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Published on

May 4th , 2016
J.Boye Philadelphia 16 Conference
Track: Content & Communications
Gerard

Published in: Business
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Impactful Cross-Channel Customer Experiences: Business Benefits & Implementation Challenges

  1. 1. Impactful Cross-Channel Customer Experiences: Business Benefits & Implementation Challenges May 4th , 2016 J.Boye Philadelphia 16 Conference Track: Content & Communications Gerard Peyronne, Global eCRM & Marketing Automation Leader DuPont, Geneva, Switzerland
  2. 2. 2 Agenda Marketing Automation: Why & Why Now? Trends Strategy Multi-Year Transformation Journey Strategy Development Customer Journey vs Content Types Capability Building Approach Selected Case Studies Learnings Integration Beyond Lead Nurturing Critical Success Factors
  3. 3. 3 DuPont: Examples of Markets We Serve: Agriculture Pioneer® seeds Crop Protection Food & Beverages DuPont™ Danisco® Ingredients Surlyn® Flexible packaging Safety & Protection Kevlar® fibers Tyvek® Protective Apparel Corian® Surfaces for Kitchen, buildings Automotive & Transportation Delrin® high stiffness resins Nomex® for high temperature parts 25B$ Net Sales, 52’000 Employees 8 Businesses, 4 regions B2B2C, Value Chain Brands, Innovation
  4. 4. Deeper Engagement of Marketing in the Buyer Journey Before: Sales Dominated One-way Single Channel Personal Relationships Now: Higher use of low cost channels (internet) Multi-channel Customer experiences Marketing & Sales Collaboration Personal + Brand/Company relationships What does not change: Listen and profile customers Segment. Focus on Target Audience Interact at the right time With the right relevant content/service Source: oracle Marketing Cloud
  5. 5. 5 Design Relevant & Impactful Customer Experiences Right Contact Right Time Right Content Right Channel - In Target Audience of our Marketing/Channel Strategy - Segment and Qualification attributes - Buying “personas” - Tracked through buyer behavior - Interpret where they are in their buying journey - Produce value adding content - Easy to consume - Focused on the information needs of the stage - Map content to buying stage and segments - Website, eMail, Portal, Phone, Social Place, Partner, … - Easy to consume - Map content to buying stage and segmemtation !
  6. 6. Design the Customer Experience for Target Audiences 6/13/2016 6 Channel Customer Stage Customer Journey Emotion Contact Segments/Personas Person Segment – Specific Customer Experiences Content Creation Prioritize Marketing & Sales Strategy
  7. 7. Build the right level of capability, in realistic phases Inquiry Mgmt eMail Plus Integrated Interdependent The Right Capabilities (People, Processes & Tools) At the Right Level of Maturity Create Critical Mass in areas requiring deep expertise Design for reuse Strategically balance Global Std & Local Implementation • Lead/Contact Process • Better Forms • Privacy Compliance • Integrate with CRM • Opt-In Focus • Data Completeness • Strategic Investment • M&S Alignment • Progressive Profiling • Multi-channel • Closed Loop Metrics • Customer Centricity • One Plan • Speed through reuse • Real-time Campaigns • Content Performance • Predictive Analytics • Redesigned Channels
  8. 8. Assess Capabilities and Prioritze Improvement Areas vs Objectives Source: oracle Marketing Cloud
  9. 9. Case Study: New Product Launch Support 6/13/2016 9 Go where your audience goes Paid Search Industry Events & Websites Remain Relevent During Initial Conversion Keyword-specific Landing Pages Gate High Quality Content Give & Get trade-off Collect Actionable Data Only Orchestrate Multiple Channels Partners Websites (Paid/ Earned/ Owned) eMails Telemarketing Field Sales
  10. 10. Case Study: Product Launch Support 6/13/2016 10 Provide Customer Choices Learn Evaluate Sample Score & Treat Leads Differently Business Impact & Insights Lead Opt-Ins (e.g. 5-10X improvements) Engaging Experiences Pipeline Growth Return Better understanding of Content, Tools & Product Attributes valued by End Users
  11. 11. Content Type Selection, by Customer Experience Stage (example) • Company website • Ebooks • Presentations • Data sheets • Video demos • Educational Tips • Switching case studies • Company white papers • Company videos • Webinars • Industry reports • Third-party case studies • Company case studies • By industry • By solution • By geo • Press releases • Glossaries • Syndicated content • Customer stories • Videos • Blogs – yours or 3rd party • Twitter • 3rd -party content • Slideshows • Thought leadership • Editorials/News stories • Trend studies • Education guides/ how-to • Benchmark comparisons • Online communities • Infographics • Quizzes/widgets • Cartoons/entertain- ment • Curated lists • Newsletters • Features / benefits • Press Releases • Competitive comparisons • Technical white papers • Pilot solutions • Online demos • Hosted events • Telesales scripts • Customer communities • Needs assessments • Trial offers • Solution configurator • eNewsletters • Architecture diagrams • Analyst white papers • Customer testimonials/referen ces • Reference checklists • TCO analysis • Customer events • ROI calculators • Industry Awards/reviews • Ask the Expert forums • Call-Centre number provided • E-Commerce platform • Where to buy locator • Promotions or incentives Post-sale • Loyalty program • Customer portal • Best practices • Customer presentations • Cross-sell/Up-sell Evaluate UseLearn PurchaseInterest Search Begins Solutions Identified Solutions Evaluated Against Needs Short List Assembled Selection Made
  12. 12. 12 Power of Adjacent Content Source: DuPont Danisco / Corporate Executive Council , 2011
  13. 13. 13 Organizational Model: Centering Opportunities By Business Model Globally Centered Regionally Centered Fully Localized Strategy Marketing & Contact Strategy 1 0.8 0.3 CX & Persona Strategy 1 0.8 0.2 Campaign Development Chartering & Prioritization 1 0.3 0.05 Content Plan 1 0.7 0.2 Selection & Use of Templates 1 0.8 0.6 Content Production & Localization 1 0.7 0.3 Campaign Build Technical Build 1 0.8 0.6 Content Localization 1 0.5 0.05 Execution & Closing 1 0.8 0.6 Campaign Analytics Basic Analytics 1 0.8 0.6 Content Performance & Insights 1 0.5 0.4 • Critical mass for Talent Mgmt & Productivity gains • Improved Brand Consistency • External Sourcing
  14. 14. 14 Beyond Lead Nurturing Core Capabilities Rich Customer Data Mgmt. Segmentation Workflows Integration Customer Interaction Automation: Other uses Existing Customers Product Launches Customer Onboarding Event Driven Workflows (Perpetual Campaigns) Account Based Marketing Programmatic Ad Buying (from Silos to Data Management Platforms)
  15. 15. 15 Critical Success Factors Clarity of Marketing & Customer Interaction Strategy • Prioritize. Simplify. Develop multi-generation plan Business Readiness • Align AND Engage Marketers & Sales • Facilitate & Influence Strategy Operational Readiness • Business Knowledge & Tool Knowledge intensive • Keep things simple, Move Fast • Redesign or eliminate legacies Contact Data Quality & Discipline • Privacy. Clean with a focus on Actionable Data Target Audience & Persona Focus/Culture • Relevancy & Quality of Content
  16. 16. Analytics: Focus on Few Closed Loop metrics: Actionable ones! REACH: How many people can I influence in my target audience CONVERSION: At what rate do my leads convert to the next stage RETURN: What is the Return on my spend (ROI, ROO) VELOCITY: How long does it takes to convert leads to revenue VALUE: What is the $ value & shape of my pipeline Source: oracle Marketing Cloud
  17. 17. 17 Final Take Aways: B2B Marketing Trends: From Silo channels to Customer experiences orchestrated across channels From B2B to B2P From Large to Narrow Audiences From Activity Metrics to Customer & Business Outcomes Digital Transformation requires talent: Marketing Engineers needed to design our «Customer Experience Factories» Old fashion Human Skills needed to lead the transformation The skills that are most in demand in the world that we’re creating are the abilities to negotiate, motivate, persuade, and co-ordinate. Andrew McAfee, codirector of the MIT Initiative on the Digital Economy
  18. 18. Gerard Peyronne Global eCRM & Marketing Automation Leader gerard.a.peyronne@dupont.com Geneva, Switzerland Questions?

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