2013: What to Expect and How to Succeed in the Year of the Buyer


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2013: What to Expect and How to Succeed in the Year of the Buyer

  1. 1. 2013: What to Expect and How to Succeed in theYear of the Buyer John Watton, Senior Director – Marketing @jwatton #spopEMEA @jwatton #spopEMEA
  2. 2. @jwatton #spopEMEA
  3. 3. @jwatton #spopEMEA
  4. 4. Interested In Learning More? silverpop.com/marketing-resources www.slideshare.net/silverpop Twitter.com/silverpop Facebook.com/silverpop @jwatton #spopEMEA
  5. 5. @jwatton #spopEMEA
  6. 6. @jwatton #spopEMEA
  7. 7. Digital Marketing Channel Explosion @jwatton #spopEMEA
  8. 8. As buyers we all began to changeAs The way we communicate The way we learn and buy @jwatton #spopEMEA
  9. 9. ~ As each new channel emergedMarketing didn’t really change we responded by creating and pushing out more content. ~ We remained focused on Revenue Generation at the expense of the Customers Experience ~ We ran more campaigns and sent more messages than ever before @jwatton #spopEMEA
  10. 10. Then something happened… @jwatton #spopEMEA
  11. 11. The Sales Cycle became the Buying Cycle “The empowered Customer is now in control of the business relationship.” IBM CMO Study 2011 @jwatton #spopEMEA
  12. 12. 56% of the buying process is invisible to the seller. @jwatton #spopEMEA
  13. 13. @jwatton #spopEMEA
  14. 14. The Segmented Audience ApproachCUSTOMERS ARE MANY AUDIENCES SEGMENT 1 SEGMENT 2 SEGMENT 3 @jwatton #spopEMEA
  15. 15. Segmentation Success? 3% Relevant 97% Irrelevant @jwatton #spopEMEA
  16. 16. Buyers favour personalised experiences #spopUK @jwatton #spopEMEA
  17. 17. The Personal Marketing Approach Sarah – Facebook – Ebook @jwatton #spopEMEA
  18. 18. @jwatton #spopEMEA
  19. 19. @jwatton #spopEMEA
  20. 20. TheBuyer @jwatton #spopEMEA
  21. 21. 2013: What to Expect Big Data Marketing Marketing Department Platform The Buyer Content Mobile Marketing Social @jwatton #spopEMEA
  22. 22. What to Expect #1Big data moves from the aggregate to the individual and starts to become actionable for smaller companies. @jwatton #spopEMEA
  23. 23. Scientists & StatisticiansAnonymous & AggregateDataMonths of Effort @jwatton #spopEMEA
  24. 24. Big Data Future: Discovering Individuals “Most effective CMOs get to know individuals, not just markets” “Mine new digital information sources”“Use customer analyticsto turn data into insight on which they can act” IBM CMO study 2011 @jwatton #spopEMEA
  25. 25. Increasingly novel ways to visualise personas @jwatton #spopEMEA
  26. 26. Shift in big data thinking Individuals Total Relationship Behaviours actions | Intent | Interests Campaign Actionable Campaigns of One Real Time Buyer Driven – Not Marketing @jwatton #spopEMEA
  27. 27. Big Data a foundation for marketing relevance New Platforms Lowered Costs Smaller Businesses @jwatton #spopEMEA
  28. 28. Poll #1 @jwatton #spopEMEA
  29. 29. What to Expect #2Companies increasingly investing in unified marketing platforms centred around customer behaviors and automation @jwatton #spopEMEA
  30. 30. Typical Marketing Technology Infrastructure Marketing Database Un-centralised (Email Lists, CRM, Internal) Marketing Applications Hurdles for Marketing to Siloed systems – Disconnected the empowered buyer Marketing Analytics Aggregate / Anonymous @jwatton #spopEMEA
  31. 31. Buyer expects a beyond email relationship Old Model New Model Email Key Flexible Keys Name: John WattonName: John Watton Email: john@silverpopEmail: jwatton@silverpop Social: @jwatton Web: cookie {GUID} CRM: TT66E78YEB654 Apps: App {GUID} SMS: 222.222.2222 Devices: iPhone, Laptop @jwatton #spopEMEA
  32. 32. Buyer expects preferred brands to pay attention Web Site/Page Video Visits File Social Downloads Email Graph Blog Visits Forms Postal Purchase History Mobile Support Apps Check History In’s Location Automation Centralized individualised CRM Engine Marketing Database Content @jwatton #spopEMEA
  33. 33. Buyer expects to be recognised across multipleplatforms & devices @jwatton #spopEMEA
  34. 34. They Want Individualised InteractionsREAL TIME, MULTI-CHANNEL, BUYER-DRIVEN CAMPAIGNS OF ONE. @jwatton #spopEMEA
  35. 35. Get started @jwatton #spopEMEA
  36. 36. Poll #2 @jwatton #spopEMEA
  37. 37. What to Expect #3Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content. @jwatton #spopEMEA
  38. 38. Content Marketing Today Today’s Best Practices - Helpful - Share worthy - Shareable - Searchable - Path to conversion - Not Uniquely Relevant - Overwhelming The Inbox Lack of Automation - Ignoring Behaviours “Marketers don’t know which content to - Ignoring Relationship send to whom & when” @jwatton #spopEMEA
  39. 39. BuyerContent BehaviourMarketing Content Marketing+ Automation @jwatton #spopEMEA
  40. 40. Buyers expect relevant conversations Automate Behaviour Individual Automate which Based Behaviours Send Time message Content @jwatton #spopEMEA
  41. 41. Example… @jwatton #spopEMEA
  42. 42. Individualised Relevant Content @jwatton #spopEMEA
  43. 43. Subject Line Personalisation1 1 First name personalisation personalised Content 2 6 Name and contact info for each customer’s personal rep Dynamic Subject Lines 2 The subject line changes based on the type and duration of club membership individualised Content Lists 3 For any customer who has purchased two or more items in the last 90 days, list each purchase with review links E-commerce-driven Personalisation 4 Display totals and other engaging content to drive 7 follow-on purchases. Website-driven Content 5 Directly track each customer’s web activity and prompt them to visit new areas of the site. Send Time Optimization 3 6 The message arrives in each individual’s inbox at 1 precisely the time that individual is most likely to check email. Data-driven Dynamic Image 4 7 Image is selected based on demographic and profile info 8 Score-driven Dynamic Offer 5 8 Discounts/prices vary by social influence and time since last purchase @jwatton #spopEMEA
  44. 44. Personalising the web experience Industry Company Size Job Title Level Render the Best Content @jwatton #spopEMEA
  45. 45. Poll #3 @jwatton #spopEMEA
  46. 46. What to Expect #4Customers expect a mobile-friendly experience. @jwatton #spopEMEA
  47. 47. Mobile Trends 10% Internet traffic is Mobile Source: StatCounter Global Stats. #1 mobile activity: Email @jwatton #spopEMEA
  48. 48. Mobile in 2013?Hmm maybe…- Are people opening our email Customers will on mobile? navigate towards- Have you checked the QR code on your phone? mobile friendly- I wonder if our form works on experiences mobile? @jwatton #spopEMEA
  49. 49. Design for both at the same time Large Screen Render Small Screen Render @jwatton #spopEMEA
  50. 50. Mobile: Establish Premium Relationships SMS Mobile Ads Mobile Apps Mobile Content Mobile Inbox QR Codes Push Notifications @jwatton #spopEMEA
  51. 51. Get started @jwatton #spopEMEA
  52. 52. Poll #4 @jwatton #spopEMEA
  53. 53. What to Expect #5The social conversation becomes part of every channel, from search to Web to email and beyond. @jwatton #spopEMEA
  54. 54. @jwatton #spopEMEA
  55. 55. Social marketing so far… - Content Promotion - Offer Promotion - Followers / Fans - Inbound Traffic - RT / @Reply - Customer Service 55 @jwatton #spopEMEA
  56. 56. @jwatton #spopEMEA
  57. 57. Establishing Trust 3 to 5 TRUST # of times people 1. Academic 68% need to hear 2. Technical Expert 66% to believe 3. Person like me 65% 4. Regular Employee 50% Edelman Trustbarometer 2012 @jwatton #spopEMEA
  58. 58. @jwatton #spopEMEA
  59. 59. @jwatton #spopEMEA
  60. 60. Social Trust – Not a separate experience Search Disrupt AppsSocial + Enable Site Content @jwatton #spopEMEA
  61. 61. Integrating social into B2B @jwatton #spopEMEA
  62. 62. Poll #5 @jwatton #spopEMEA
  63. 63. What to Expect #6Marketing departments transform to better deliver individualised conversations with buyers. @jwatton #spopEMEA
  64. 64. By 2015, CMOs will buy moretechnology than CIOs. Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research @jwatton #spopEMEA
  65. 65. Become “marketing scientists” @jwatton #spopEMEA
  66. 66. Email Social Digital / Search InteractiveDemand Corp Gen Customers Comm @jwatton #spopEMEA
  67. 67. Integrated Buyer experience across Marketing Apps CMS Search CRM Social Buyer Behavior Buyer Identity Email Web Mobile Analytics Apps Unified Digital Marketing Platform Connects the dots between external systems and teams @jwatton #spopEMEA
  68. 68. Change our approach Old New Query Query Profile Data Large Audience Large Audience Relational Data Listening for live Behaviors Behavioural Data Individual Messaging Click Send Email Mobile Web Content @jwatton #spopEMEA
  69. 69. 0% RelevanceDon’t be a Mass Marketer @jwatton #spopEMEA
  70. 70. Put the buyerfront & centre!These are items I browsed but did not place in the shopping cart. @jwatton #spopEMEA
  71. 71. Think beyond email Now Before Profile Data EmailEmail Relational Data Behavioural Web Data Social / Apps Forms @jwatton #spopEMEA
  72. 72. Behavioural Marketing Path to purchaseTraditional Marketing Life cycle marketing Real-time campaigns of one Targeting & segmenting Marketing messages Customer dialogs Customer lists Expensive/slow manual execution Behavioural database High value/ instant automation @jwatton #spopEMEA
  73. 73. Audiences of thousands ~ Old MarketingThousands of Audiences of ONE! ~ New Marketing @jwatton #spopEMEA
  74. 74. Get started @jwatton #spopEMEA
  75. 75. Poll #6 @jwatton #spopEMEA
  76. 76. 2013: What to Expect1. Big data moves from the aggregate to the individual and starts to become actionable for smaller companies.2. Companies increasingly invest in unified marketing platforms centred around customer behaviors and automation.3. Content marketing becomes increasingly critical as buyers demand more personalised, uniquely relevant content.4. The social conversation impacts every channel, from search to Web to email and beyond.5. Customers expect a mobile-friendly experience.6. Marketing departments transform to better deliver individualised conversations with buyers. @jwatton #spopEMEA
  77. 77. How to succeed Worksheet/Planners Expert Videos @jwatton #spopEMEA
  78. 78. Thank You! +44 7557 125255 jwatton@silverpop.com @jwatton @jwatton #spopEMEA