Mintent Webinar: Drive a Successful Post-Sale Customer Experience with Peg Miller

685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | WWW.BUYERPERSONA.COM
Peg Miller
@pegmiller
Use Content to Drive a
Successful Post-Sale
CUSTOMER EXPERIENCE

Your Speakers
Peg Miller
Founder, B2B Marketing Academy
• Leads full-funnel growth strategy
and content strategy at Xactly
• Top 50 Female Influencer in Content Marketing
• Renowned author & speaker
Matt Dion
CEO, Mintent
• Content marketing thought-leader
• Speaker
• Management and board experience for a
variety of marketing and tech companies
2

Marketing Encapsulates the entire funnel… that’s a lot of work 3

Introduction
Intro to Peg
• Leads full-funnel growth strategy and content strategy at Xactly
• Co-founder of the B2B Marketing Academy
• Led marketing teams in the fintech space, at Kapost, Penton & Gannett
• Respected author and speaker
• Top 50 Female Influencer in Content Marketing
• Listed as one of Onalytica’s Top 100 Global MarTech Influencers & Brands
6

@TwitterHandle • #intelcontent
AGENDA
@PegMiller • #intelcontent
1 The Forgotten Funnel: Post Sale
© COPYRIGHT 2018 PEG MILLER MARKETING, B2B MARKETING ACADEMY. ALL RIGHTS RESERVED. @PegMiller

30%
B2B marketers think
their content
marketing is
effective
@heinzmarketing
Source: CEB (Gartner)

Success Factors Top Performers
• Clearly define success
• Entire org commitment
• Documented content strategy
• Content marketing maturity =
sophisticated

Why Focus on Customers?
90% 84%
Depend on peer
recommendations
Source: HBR
B2B buying
decisions start
with referral

AGENDA
2 We Call it Customer Journey for a Reason

The Funnel Isn’t Linear
14
R
K
E
T
N
G
A
R
G
H
T
S
R
E
S
E
R
V
E
D

Customer Experience Map
Business Problem
to Solve
Who Owns?
Buying Stage
Customer Journey
Doing
Feeling
Marketing
Touchpoints

Content Journey Map

AGENDA
3 Scale Your Team

Hidden Content
People
Sales
Product & Engineering
Customer Service/Success
Customers
Influencers
Process
Customer Surveys
Support Tickets, Feedback

TEAM EXERCISE:
Activity: Define the groups and the key people
corresponding to each category below.
Content Makers and Marketers
Valuable knowledge of buyers, industry and other relevant knowledge that can be the foundation of great content.
SMEs
Groups or people with the skills and resources to package raw content into engaging, polished content that can meet the needs of the
organization.
Amplifiers, Optimizers, Influencers - in/out marketing team, in/out org
Channel owners like social and demand generation or other functions, sales, internal comms. Optimizers may have real-time access to analytics
or optimize content to drive performance - SEO experts. This could also include industry experts who can help amplify your content, or provide
ideas.
IT, Compliance, Legal, Operations - Enablers or Blockers
Coordinators of the content ecosystem who manage all the moving parts, people and tools in order to capture ideas and turn that into
strategically aligned content that drives results. They can help or hinder your content process.
Executives
Overview of content strategy and how it ties back to business and marketing goals, reporting and KPIs, business results.

AGENDA
4 You’re 80% There

Upcycle, Amplify
Content Reuse
21

Example
Content Checklists
❑ Voice/tone
❑ Quality reqs
❑ Creation process
❑ Publication process
❑ Distribution
❑ Key ingredients – CTA

Content Audit

Content Calendars

Idea Starters: Post-Sale
❑Surveys
❑Reviews
❑Referrals, References
❑Second sale
❑Customer newsletters
❑Customer webinars
❑Feature releases
❑Feedback loop
❑Case studies
❑Upsell/cross-sell demand
❑In app notifications
❑Videos – product releases
❑Tip of the Day/Week
❑Community site
❑Help pages, knowledge base
❑FAQ, Q&A content
❑Customer interviews
❑Nurtures
❑Thank you gifts

What’s Your Review Strategy?
84%
B2B buying decisions
start with referral

AGENDA
5 Content-Driven
Customer Experience

The New CX Funnel
BowTie, Cycle, Continuum, Full Customer Experience

Customer Scorecard
•Drive engagement, give rewards
•Drive reviews
•Drive referrals

AGENDA
6 Revisit Basics for Post-Sale

Post-Sale Strategy Checklist
❑Customer Experience Map
❑Content Audit
❑Content Calendar
❑Content Journey Map(s)
❑Multi-Use Content
❑Check for Hidden Content
❑Customer Scorecard, Milestones
❑Multi-Use Surveys
❑Scale Your Team - Cross-Dept
❑Have a Review, Referral Strategy
❑Cross-Team Incentives

@TwitterHandle • #intelcontent@PegMiller • #intelcontent
See
you at
Let’s stay in touch!
Peg MillerCo-Founder | B2B Marketing Academy
peg@b2bmarketingacademy.com
+1-970-420-6861
@PegMiller
https://www.linkedin.com/in/pegmiller/
Services:
✓ Plan analysis and feedback: content marketing,
product marketing, general marketing
✓ Program analysis: content marketing, email
effectiveness, nurture programs, full funnel
✓ Coaching, workshops, speaking engagements

3
6
Questions?
Contact us at:
matt@getmintent.com
peg@b2bmarketingacademy.com
Check out our free trial: getmintent.com/free-trial

Mintent Webinar: Drive a Successful Post-Sale Customer Experience with Peg Miller

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Mintent Webinar: Drive a Successful Post-Sale Customer Experience with Peg Miller