Building a Customer Experience That Converts - Four Pillars to Creating a Winning Marketing Strategy

Rory Hochman
VP of Customer Success at
Uberﬂip
Christina Bottis
Head of Global Marketing at Coyote

70%
of buying decisions
happen before
speaking to sales.
— SiriusDecisions

Vendors Have a
Small Slice of
Buyer’s Time
Source: Gartner, 2018 | Q. What is the average % of time spent doing each of the following activity during the buying cycle for new IT related purchases?
(n = 492; base: excluding "Don't Know" responses)
Research
82%

Content Is How
You Inﬂuence
and Shape the
Conversation

Christina Bottis,
Head of Global Marketing
Building a Customer
Experience that Converts:
Coyote Logistics’ Four Pillars to Creating
a Winning Marketing Strategy

Let’s talk about
the “F” word: focus.

B2B Buyer
Behavioral Trends
Customers use digital
channels at all stages of
their buying journey.
Gartner, What Sales Should Know
About Modern B2B Buyers, 2018
of surveyed customers
accessed digital channels
even in the late purchasing
stages.
83%

We are currently
witnessing a shift in
power from the sales rep
to the buyer.
of buyers say they can
develop selection criteria or
ﬁnalize a vendor list based
solely on digital content.
B2B Buyer
Behavioral Trends
62%

Once buyers engage with
Sales, they expect information
they can’t get on their own.
of buyers choose to
work with the
salesperson who ﬁrst
added value.
B2B Buyer
Behavioral Trends
74%

We went from a start-up to a global brand.

Our marketing strategy
had to evolve.

And we did it using
these four pillars.
Understand
who they are and
what they want
Align your
positioning
and messaging
Distribute a
uniﬁed
message
Measure, reﬁne,
measure,
scale

UNDERSTAND WHO THEY
ARE AND WHAT THEY WANT

Find out what’s important
when making a decision.

Use that to drive decision-making
across departments.

You can say
anything, but you
can’t say everything.

Be realistic about what
you can defend.

Here’s what we came up with.
Coyote is a leading global third party logistics provider
that combines a diverse, centralized transportation marketplace matching
more than 10,000 shipments every day
with a comprehensive multi-modal solutions portfolio
and the data intelligence to empower your business
in a rapidly-changing world.

Build content like
Mr. Potatohead.

Guide your
customers down
a content journey

When it comes to channels,
it’s all about them.

Integrate channels to
create an ecosystem. Marketing
Message
Thought
Leadership
Email
Paid
Media
Website
Events
Sales
Reps

Ask yourself,
“And then what?”

Help your
customers
solve their
problems.

MEASURE, REFINE,
MEASURE, SCALE

It’s basically a game
of whackamole.

Quantify it, or
it didn’t happen.
“Half the money I spend on
advertising is wasted; the trouble
is I don’t know which half.”
John Wanamaker
father of modern advertising
and a “pioneer in marketing”.

Make what’s
working even
better.

Make what’s working even better.

Here’s what a little
focus did for us.
Sales +
Marketing
Partnership
Customer-validated
Technology
Roadmap
Double-digit
Increase in Traﬃc,
Time on site,
Pages per Visit
Increased
Lead Quality

Focus on your customers.
They’ll take you where
you need to go.

Christina Bottis
linkedin.com/in/christinabottis
@ceebott
Thank you.

Building a Customer Experience That Converts - Four Pillars to Creating a Winning Marketing Strategy

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