CASE STUDY: Customer experience management: How to manage the digital 'moments of truth' Ceri Jones, VP, global demand generation and senior director, Basware

1. CUSTOMER EXPERIENCE
MANAGEMENT
HOWTOMANAGETHEDIGITAL'MOMENTSOFTRUTH'
Ceri Jones
VP Global Demand Generation & Operations
Modern Marketing Experience 2015 - Las Vegas

2. What I’d like to cover
• The Buyer’s Journey is increasingly digital
• Understanding buyer personas
• Marketing Operations: enabling a joined up
Customer Experience
• Demand Generation: driving engagement
• Delivering consistent ‘Moments of Truth’ at
Basware
• Measuring Success
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3. About me
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Contact:
ceri.jones@basware.com
www.cerijones.me

4. About Basware
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• Founded 1985
• HQ in Finland
• 1400+ employees
in 14 countries
• 2014 Turnover
€130m approx
Leading Global
Provider of
eProcurement and
Invoice
Automation
Solutions
Largest B2B
Global Commerce
Network:
Over 80m
transactions in
2014

5. BUYER’S JOURNEY
B2B Marketing 2015 - London

6. The Global Buyers’ Journey
Has Changed
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From This: To This:
The Buyer’s journey has changed from a Sales-
led to a Buyer-led, digitally enabled process
Source: Sirius Decisions

7. Ease of access to Information
changes everything
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Easy access to
information has
fundamentally changed
the seller-buyer
relationship
Product information
Peer feedback
3rd party sources
The buyer is now in the driver’s seat. They have the ability
to find information they need and evaluate your product
without ever talking to your sales team
Source: Sirius Decisions

8. Knowing Your Buyer:
Understanding Personas and Roles
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Drivers
Indirect
Procurement
Driver
AP
Driver
AR
Driver
C-Level Initiators
CFO
Initiator
CPO
Initiator
Influencers
IT Blocker
& Advisor

9. Persona Needs & Journey at
Basware
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C-LEVEL INITIATORS DRIVERS INFLUENCERS
CFO Initiator
“Help me control and
reduce costs, and
plan/forecast for
business growth”
CPO Initiator
“Help me with cost
reduction &
transformational change”
Indirect Procurement Driver
“Help me with category spend
management”
IT Blocker & Advisor
“Help me deploy systems that
are easy to integrate, that
automate our processes and
don’t impact security”AP Driver
“Help me increase productivity,
streamline the P2P process and
optimise our cash”
AR Driver
“Help me minimise ‘days sales
outstanding’ and drive efficiency”
EDUCATION
SOLUTION VENDOR
“Help me
control and
reduce costs,
and
plan/forecast
for business
growth”
“Help me increase
productivity,
streamline the
P2P process and
optimise our
cash”
“Help me deploy
systems that are
easy to integrate,
that automate our
processes and
don’t impact
security”

10. Marketing must Support this Digital
Journey and Influence Behaviour
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•67% of Buyer’s
Journey takes place
online
•71% of leads expected
to come from Digital
sources by 2015
Companies must
embrace and adapt
to the new reality
So how do we manage those
digital ‘moments of truth’?
(… and avoid visitor
abandonment….)

11. DELIVERING A CONSISTENT
BUYING EXPERIENCE
B2B Marketing 2015 - London
MARKETING OPERATIONS
Putting the pieces in place

12. The Building Blocks:
Marketing Operations
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Marketing
Automation
Data Quality
Lead
Scoring &
nurturing
Process
Governance
&
Compliance
Reporting &
Analytics

13. It all starts with Sales & Marketing
Alignment
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ALIGN
MENT
Marketing
Automation
Data Quality
Lead
Scoring &
nurturing
Process
Governance
&
Compliance
Reporting &
Analytics

14. 1876
Vendors
across 43
marketing
categories
Marketing
Automatio
n
Data
Quality
Lead
Scoring &
nurturing
Process
Governance &
Compliance
Reporting
& Analytics
Marketing Technology:
Increasing Complexity
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15. Data:
Capturing Buyer Preferences
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Marketing
Automation
Data Quality
Lead
Scoring &
nurturing
Process
Governance
&
Compliance
Reporting &
Analytics

16. Lead Scoring:
What is a lead?
Score Description Marketing Action
A4
The right prospect but no
interest.
Priority but may need specific
“why now” messaging.
B1 Good fit and very interested.
Send to sales queue for follow-
up.
C1
Not the ideal prospect but
very interested.
Will they ever be a good fit?
Continue to nurture.
D4 Wrong Fit. No interest. Fulfill request and segment out.
Marketing
Automation
Data Quality
Lead
Scoring &
nurturing
Process
Governance
&
Compliance
Reporting &
Analytics

17. Reporting & Analytics:
Understanding what is working
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Marketing
Automation
Data Quality
Lead Scoring
& nurturing
Process
Governance
&
Compliance
Reporting &
Analytics

18. DEMAND GENERATION
DRIVINGENGAGEMENTWITHTARGETEDCONTENT
B2B Marketing 2015 - London
Content
Channels
Conversion
Nurture

19. IN-CAMPAIGN SCORING
NURTURING CAMPAIGN
SEARCH ENGINE
SOCIAL / PAID MEDIA
Demand Generation
Engagement and Velocity
19
1. Brand Promise &
Solutions
2. Target
Personas
BUYER’S
JOURNEY
STAGE
Collaboration:
PM/DG/MC/FM
3. Which marketing
program / campaign?
INTEGRATED CAMPAIGN
ALWAYS-ON CAMPAIGN
CUSTOMISED JOURNEYS
MULTI-TOUCH CAMPAIGNS
4. What type of Activity?
LEAD
GENERATION
REPORTING
AND ROI
5. Feeding the Engine
6. Dashboard
EVENTS TELEMARKETING
DEMAND
GENERATION
EXECUTION
(COORDINAT-
ED ‘PLAY’)
B2B Marketing 2015 - London6/22/2015

20. Nurture Programs
No long-term
DBL
Enterprise
Customer
Freemium
Customer
New
Won
10-50%
Opp
Closed
Lost
Closed
SALRejected
SRL
SRL
Non-customers
Pre-SRL
Nurture
Opportunity
Accelerator
Nurture
Recycle
Passive
Program
Recycle
Active
Program
Reconstitute
Program
Data Cleanse
Program
Cross Sell
Nurture
Customers
Welcome
Nurture
Sales
Supplier
Pull-through
Stale SRL
SRL – Sales Ready Lead
SQL – Sales Qualified Lead
DBL – Digital Body Language
Opp – Opportunity
SQL
or SAL

21. Pre-SRL Persona Nurture
Known
Email.
Unknown
Persona
Content Content Content Content
Gating
PersonaIdentification
Questions
Brand Activation and Persona Identification Financial
Initiator
Procurement
Initiator
Procurement
Driver
AP
Driver
AR
Driver
IT Blocker
Advisor
Messages and content driven by persona needs,
drivers and buying triggers.
DELEGATION MECHANISM BETWEEN C-LEVEL INITIATORS AND DRIVERS TBA
OPPORTUNITY FOR DRIVERS TO INVOLVE IT IN THE COMMUNICATION/DISCUSSION - TBA
Known
Persona

22. Example Persona Nurture –
Finance initiator
Improving
Business
Performance
Purchase to
pay manifesto
ebook
Topic
CTA
Strategic Cash
and Risk
Management
Removing
Process Silos
to Maximize
Profit ebook
Financial
Visibility and
Control
Ebook - How
to save a
fortune and
improve
visibility with
100% e-
invoicing
Financial and
Procurement
Collaboration
Guide -
Purchase-to-
Pay: A Step-
by-Step Guide
to the
Purchase-to-
Pay Process
The Business
Case for P2P
Presentation –
The business
case for P2P
Financial
Performance
Benchmarks
Financial
Performance
Benchmarks
infographic
• Personas driven by job role/ level
• Clear CTA drives visitor to landing page
• Visitor drives speed of journey through journey based on
consumed content
• Exits nurture when qualified lead passed to Sales

23. Themes, Content and CTAs
synchronised in all channels
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24. Measuring Digital Impact
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25. Summary
• Managing those digital ‘moments of truth’ requires co-
operation between Marketing Operations and Demand
Generation
• Content, channels, forms, systems, data, reporting must all
be aligned with the coordinated ‘play’
• Measurement provides opportunities for real-time, data-
based, continuous improvement
• Enjoy the journey!
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26. Questions?
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