The brewing company faces challenges retaining market share in a saturated market. A new long-term marketing strategy is needed. The consultant proposes focusing on brand experience through events, partnerships and digital channels to foster brand loyalty and attract new customers. Data insights will guide the strategy and ensure resources are optimized. If successful, this approach can help the brand stand out from competitors and grow its market share over time.
The House of Marketing offers HackaTHoMs, which are 3-hour brainstorming sessions combining the knowledge of marketing consultants with brainsteering techniques to help clients tackle challenges from new perspectives. Clients provide a briefing of their marketing question or issue, and HackaTHoMs bring together the client's team and at least 10 consultants in a co-creative setting to solve problems clients lack time or knowledge to address themselves.
The document is a presentation from The House of Marketing on branding and positioning. It discusses key topics like what a brand is, the importance of emotion in branding, examples of strong brands, and brand management fundamentals. The presentation was given to students to introduce them to marketing concepts and recruit for internships at The House of Marketing.
The document summarizes a presentation given by The House of Marketing (THoM) on the future of marketing and the need to embrace technology. It discusses key trends seen in customer behavior like instant gratification and hyper-personalization that are shaping marketing. It also highlights how not adapting to these changes can threaten companies and shares big technologies like artificial intelligence that will impact marketing. The presentation argues that marketing must shift from mass advertising to 1:1 dialogue and data-driven prediction to engage customers in the digital era.
The document discusses Declare Communications and their approach to sales enablement called MASTERS. It describes how the changing B2B sales landscape requires a managed approach to sales enablement. MASTERS provides integrated services to develop and deliver sales enablement programs that connect business strategy to sales execution. It focuses on understanding customer needs and empowering the sales team with relevant content, tools and training.
The document summarizes Steve Willinger's presentation on marketing and advertising for small businesses. It discusses how marketing has changed with new technology and increased competition. It emphasizes the importance of social media, developing a written marketing plan with clear objectives and strategies, and establishing an advertising budget. An effective marketing plan helps guide a business's investments and minimize reactive decisions. The presentation also stresses the need for small businesses to be recognizable and memorable through various advertising methods in order to gain customers.
Want to explain to a student or new starter what marketing is and why it offers a great career? Here is a short presentation about working in marketing I gave to students aged 14-17 at a school careers event.
The document outlines a 4 step process for developing a career in marketing:
1. Conduct a self-assessment to determine if you possess the necessary skills for marketing such as leadership, creativity, communication skills etc.
2. Investigate possible career opportunities in marketing such as brand management, sales, market research, advertising etc.
3. Research potential employers in marketing like 3M, Amazon, PepsiCo, Ford etc.
4. Develop a career search strategy including networking, attending company presentations, preparing your resume and practicing for interviews.
The brewing company faces challenges retaining market share in a saturated market. A new long-term marketing strategy is needed. The consultant proposes focusing on brand experience through events, partnerships and digital channels to foster brand loyalty and attract new customers. Data insights will guide the strategy and ensure resources are optimized. If successful, this approach can help the brand stand out from competitors and grow its market share over time.
The House of Marketing offers HackaTHoMs, which are 3-hour brainstorming sessions combining the knowledge of marketing consultants with brainsteering techniques to help clients tackle challenges from new perspectives. Clients provide a briefing of their marketing question or issue, and HackaTHoMs bring together the client's team and at least 10 consultants in a co-creative setting to solve problems clients lack time or knowledge to address themselves.
The document is a presentation from The House of Marketing on branding and positioning. It discusses key topics like what a brand is, the importance of emotion in branding, examples of strong brands, and brand management fundamentals. The presentation was given to students to introduce them to marketing concepts and recruit for internships at The House of Marketing.
The document summarizes a presentation given by The House of Marketing (THoM) on the future of marketing and the need to embrace technology. It discusses key trends seen in customer behavior like instant gratification and hyper-personalization that are shaping marketing. It also highlights how not adapting to these changes can threaten companies and shares big technologies like artificial intelligence that will impact marketing. The presentation argues that marketing must shift from mass advertising to 1:1 dialogue and data-driven prediction to engage customers in the digital era.
The document discusses Declare Communications and their approach to sales enablement called MASTERS. It describes how the changing B2B sales landscape requires a managed approach to sales enablement. MASTERS provides integrated services to develop and deliver sales enablement programs that connect business strategy to sales execution. It focuses on understanding customer needs and empowering the sales team with relevant content, tools and training.
The document summarizes Steve Willinger's presentation on marketing and advertising for small businesses. It discusses how marketing has changed with new technology and increased competition. It emphasizes the importance of social media, developing a written marketing plan with clear objectives and strategies, and establishing an advertising budget. An effective marketing plan helps guide a business's investments and minimize reactive decisions. The presentation also stresses the need for small businesses to be recognizable and memorable through various advertising methods in order to gain customers.
Want to explain to a student or new starter what marketing is and why it offers a great career? Here is a short presentation about working in marketing I gave to students aged 14-17 at a school careers event.
The document outlines a 4 step process for developing a career in marketing:
1. Conduct a self-assessment to determine if you possess the necessary skills for marketing such as leadership, creativity, communication skills etc.
2. Investigate possible career opportunities in marketing such as brand management, sales, market research, advertising etc.
3. Research potential employers in marketing like 3M, Amazon, PepsiCo, Ford etc.
4. Develop a career search strategy including networking, attending company presentations, preparing your resume and practicing for interviews.
Habit5 is a market research and marketing consulting firm that helps clients achieve an outstanding understanding of their customers and markets through qualitative and quantitative research. They work with a variety of clients from large national brands to local organizations to define brands, develop new products and services, reach new customer segments, and improve the customer experience.
The document discusses careers in marketing and provides an overview of the marketing field. It describes the key roles and responsibilities of marketers, including determining product, price, place, and promotion strategies. It also notes that the field is constantly changing and requires marketers to engage with customers across many new channels and relationships. Important skills for marketers include communications, problem solving, customer service, and the ability to learn new technologies and absorb knowledge quickly.
This document summarizes Steve Willinger's presentation on marketing strategies for entrepreneurs. The presentation covered developing a marketing plan with defined objectives and strategies, the importance of social networking and advertising, and creating a marketing budget. It emphasized that marketing involves everything done to get a product or service into customers' hands, and that an advertising plan should build brand recognition and awareness over time to attract and retain customers.
Cheap Marketing Strategies - Tn T Circle Of Influence Networking Session Se...guest536ece
The document provides 10 sure-fire low-cost marketing strategies for small businesses to implement. It begins with an overview of marketing as an ongoing process rather than an event. The strategies include creating impressive collateral, leveraging technology like websites and social media, networking by volunteering, getting customer feedback, public speaking, writing, asking for referrals, supporting causes, and seeking publicity. The presentation emphasizes becoming visible, talked about, and found in order to get constant repeat business.
Media 3.0 Everything Communicates - Catharina StackelbergMarketing Clinic
Marketing Clinic is a Nordic consultancy specializing in marketing and sales. The document discusses how companies need to engage customers across the entire customer journey in the digital era. It emphasizes the importance of understanding customer insights, having a clear brand positioning that is differentiated and relevant, and ensuring consistency in delivering the brand message from the customer's point of view across all channels. Companies are advised to closely measure results from various channels and use insights to continuously improve their marketing strategies.
business development sales plan is an overview of the coaching program for how to generate leads and sales of your products, services and solutions
More info available at http://www.fraserhay.co.uk
sales plan
business development plan
sales strategy
sales pipeline
sales training
sales coaching
business development
pipeline selling
social networking
social selling
online selling
sales management
sales planning
business development strategy
business development checklist
sales training checklist
Thanks everyone who attended this session. I enjoyed the lively discussion regarding the benefits of implementing growth hacking to grow your small business.
Growth hacking uses creativity, analytical thinking, and social metrics to gain brand exposure. It’s a low-cost and innovative alternative to traditional marketing that uses social media and viral marketing instead of more traditional media such as newspaper, radio and television.
Growth hacking focuses on growth first, budgets second. Companies that have used these techniques successfully include Facebook, Twitter, LinkedIn, AirBnB, Dropbox and others.
Thanks to our sponsor Launch Workplaces - Tysons. Visit: www.launchworkplaces.com.
Thanks to our host Startup Central, Visit: www.startupcentr.al.
Interested in learning how to plan and implement growth hacking techniques?
Attend the upcoming workshop:
Powerful Marketing Techniques To Grow Your Business
Thursday, Aug 20th, Launch Workplaces - Tysons
Attend this workshop to understand how to implement powerful marketing techniques to grow your business. RSVP: http://bit.ly/pmktg815
Sell Like a Pro - 7 essential skills used by smart sales peopleJUDE ODUM
The document discusses 7 essential skills for salespeople: 1) Prospecting to build a pipeline of potential clients, 2) Asking high-value questions to learn about prospects' needs, 3) Active listening by fully focusing on the prospect and recapping key points, 4) Effective presentation skills through organized visuals and polished delivery, 5) Handling objections by acknowledging, probing, answering, and closing, 6) Persistence through desire, belief, and action, and 7) Planning for success by strategizing next steps. The training organization i-Skill offers programs to help sales teams transform into champions through mastering these skills.
This document provides tips and techniques for marketing and sales in the security services industry. It discusses defining target markets, evaluating market position, developing an internal structure to support growth, crafting a consistent brand identity, and creating opportunities through new service combinations or strategic alliances. High-tech tips include developing a company website and using mobile devices to stay connected with clients. Facts presented indicate the security services market is growing globally and regionally within the United States.
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робитиIT-HR Club_Lviv
зустріч із неймовірною Olena Zanichkovska , Founding Partner @ Growth Agency "The Gradient". Director of LITS BDA School , в минулому директор з розвитку в компанії Perfectial та керівник відділу в компанії Eleks.
Ми розглядали, як працює ІТ-компанія як система і як має виглядати і виглядає в реальності взаємодія між складовими системи. Подивились на організацію з точки зору бізнесу, клієнта і людей.
This document outlines a 5-step process for consultative selling that can be used by professionals in sales. The 5 steps are: 1) Identify the purpose or problem/need/issue, 2) Establish your credibility through experience, education and expertise, 3) Probe to deeply understand the real problem, 4) Present a solution by visualizing, describing and demonstrating how it addresses the problem, and 5) Initiate action and obtain a commitment on next steps. The document is intended to simplify consultative selling and empower the reader with this proven 5-step process.
Driving results throught superior customer experienceMarketing Clinic
The document discusses driving results through superior customer experience. It notes that while 80% of companies believe they deliver superior customer experience, only 8% of customers agree. It emphasizes that creating superior customer experience requires strong customer insights and positioning. It also stresses that marketing strategy and execution must be aligned. Examples are given of companies like KONE, Amazon, Dell, and American Express that excel at customer experience management. The last section summarizes key takeaways from a CEO roundtable discussion that customer experience management involves understanding customer needs and delivering the desired experience across touchpoints. Internal implementation is critical to success.
65% of Exhibitors do not have a clear strategy for their event. They walk in blindly thinking their goal is just “to increase sales” or “to collect as many leads as we can”. Hopeful expectations are worthless if there is no clear plan about to whom you want to sell to, what success looks like, where this fits within your bigger sales and marketing plan, how you are going to get back your return on investment and more.
Consultative Selling in B2B Technology SalesRed Box Direct
This is a brief on solution-based sales and marketing practices for B2B technology professionals. We share our thoughts on essential strategy and processes for successfully selling technical instrumentation and services
Virtual selling is here to stay. Even if and when we do return to the office, buyer behaviors have changed for good. According to McKinsey Research, up to 80% of B2B buyers would rather interact remotely when purchasing. Virtual selling isn’t going away any time soon. In fact, it’s the new standard.
But is your virtual selling strategy up to snuff? In this slide guide, you’ll learn everything you need to know about virtual selling.
You can get more in-depth guidance over on our blog: https://bit.ly/3uDbn3Z
Nicky Chisholm offers marketing services including strategies, plans, campaigns, branding and graphic design. With over 15 years experience in marketing management, business development, and freelance projects across sectors, she provides flexible support tailored to clients' needs. Her services can help clients effectively communicate with customers, launch new products and make or save money through good marketing.
The document discusses buyer personas and how to create and use them. It defines a buyer persona as a semi-fictional representation of an ideal customer based on real data. It provides a free online tool for creating personas and outlines the steps to develop personas by identifying customer demographics, behaviors, motivations, and goals. The document also discusses how to use personas to improve marketing, sales, and customer service by tailoring content, segmentation, and communications based on the persona.
How to Start Consulting Business in 2020?sebwichmann1
Learn how to start your own business consulting firm. Effective strategies for business consultants and things to consider before becoming a consultant. Here are practical steps to follow to prepare yourself for starting a successful consulting business.
Visit:https://sebwichmann.com/how-to-start-consulting-business/
Product Management Principles in a Services CompanyClifford Dive
....or "we're brilliant guys and we can do clever stuff for you."
Companies delivering services have many of the same challenges as product companies but there are some significant differences too.
Berenice Mann and Clifford Dive look at what makes service companies special, the challenges and possible solutions. They describe their experience of working together in Marketing and Business Development as a local consultancy went through a transformation process, and touch on:
- how to promote the company as thought leader
- coordinated product and services story
- innovation
- sales and marketing working together
Some things worked, and others didn't.
Berenice comes from an R&D background, with a PhD in Physics. She has experience of technical project and team management, from product development and production through to marketing.
Cliff has broad experience in product innovation and realisation, with roles including product management, programme management and business development.
Berenice and Cliff have experience both of product and services companies. They first met at Sentec, where Berenice was Marketing Manager, and Cliff was Business Development Manager, at a time when the company was rapidly evolving, attempting to grow both revenue and profitability.
Mintent Webinar: Creating Connected Experiences with Ardath AlbeeMintent
The document discusses how marketers need to understand customer context and journeys in order to match their messaging to the appropriate stage in the buying process. It notes that 65% of B2B buyers are frustrated by inconsistent content experiences. Marketers must lead with experience and purpose rather than just product and brand. The document provides questions to help identify customer context and outlines how to create personas that address different contexts through title, introduction, and conclusion pivots or industry pivots. It also discusses using content hubs and contextual clues to invite customer bingeing and sharing of content.
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
David Woodbridge's (the labs consultancy, Project Worldwide) presentation at ...Ruperta Daher
David Woodbridge, MD of the labs consultancy, Project Worldwide presented on The Growth of Innovation Centres and Their Role in Your Business Strategy at Mumbrella's Finance Marketing Summit.
Habit5 is a market research and marketing consulting firm that helps clients achieve an outstanding understanding of their customers and markets through qualitative and quantitative research. They work with a variety of clients from large national brands to local organizations to define brands, develop new products and services, reach new customer segments, and improve the customer experience.
The document discusses careers in marketing and provides an overview of the marketing field. It describes the key roles and responsibilities of marketers, including determining product, price, place, and promotion strategies. It also notes that the field is constantly changing and requires marketers to engage with customers across many new channels and relationships. Important skills for marketers include communications, problem solving, customer service, and the ability to learn new technologies and absorb knowledge quickly.
This document summarizes Steve Willinger's presentation on marketing strategies for entrepreneurs. The presentation covered developing a marketing plan with defined objectives and strategies, the importance of social networking and advertising, and creating a marketing budget. It emphasized that marketing involves everything done to get a product or service into customers' hands, and that an advertising plan should build brand recognition and awareness over time to attract and retain customers.
Cheap Marketing Strategies - Tn T Circle Of Influence Networking Session Se...guest536ece
The document provides 10 sure-fire low-cost marketing strategies for small businesses to implement. It begins with an overview of marketing as an ongoing process rather than an event. The strategies include creating impressive collateral, leveraging technology like websites and social media, networking by volunteering, getting customer feedback, public speaking, writing, asking for referrals, supporting causes, and seeking publicity. The presentation emphasizes becoming visible, talked about, and found in order to get constant repeat business.
Media 3.0 Everything Communicates - Catharina StackelbergMarketing Clinic
Marketing Clinic is a Nordic consultancy specializing in marketing and sales. The document discusses how companies need to engage customers across the entire customer journey in the digital era. It emphasizes the importance of understanding customer insights, having a clear brand positioning that is differentiated and relevant, and ensuring consistency in delivering the brand message from the customer's point of view across all channels. Companies are advised to closely measure results from various channels and use insights to continuously improve their marketing strategies.
business development sales plan is an overview of the coaching program for how to generate leads and sales of your products, services and solutions
More info available at http://www.fraserhay.co.uk
sales plan
business development plan
sales strategy
sales pipeline
sales training
sales coaching
business development
pipeline selling
social networking
social selling
online selling
sales management
sales planning
business development strategy
business development checklist
sales training checklist
Thanks everyone who attended this session. I enjoyed the lively discussion regarding the benefits of implementing growth hacking to grow your small business.
Growth hacking uses creativity, analytical thinking, and social metrics to gain brand exposure. It’s a low-cost and innovative alternative to traditional marketing that uses social media and viral marketing instead of more traditional media such as newspaper, radio and television.
Growth hacking focuses on growth first, budgets second. Companies that have used these techniques successfully include Facebook, Twitter, LinkedIn, AirBnB, Dropbox and others.
Thanks to our sponsor Launch Workplaces - Tysons. Visit: www.launchworkplaces.com.
Thanks to our host Startup Central, Visit: www.startupcentr.al.
Interested in learning how to plan and implement growth hacking techniques?
Attend the upcoming workshop:
Powerful Marketing Techniques To Grow Your Business
Thursday, Aug 20th, Launch Workplaces - Tysons
Attend this workshop to understand how to implement powerful marketing techniques to grow your business. RSVP: http://bit.ly/pmktg815
Sell Like a Pro - 7 essential skills used by smart sales peopleJUDE ODUM
The document discusses 7 essential skills for salespeople: 1) Prospecting to build a pipeline of potential clients, 2) Asking high-value questions to learn about prospects' needs, 3) Active listening by fully focusing on the prospect and recapping key points, 4) Effective presentation skills through organized visuals and polished delivery, 5) Handling objections by acknowledging, probing, answering, and closing, 6) Persistence through desire, belief, and action, and 7) Planning for success by strategizing next steps. The training organization i-Skill offers programs to help sales teams transform into champions through mastering these skills.
This document provides tips and techniques for marketing and sales in the security services industry. It discusses defining target markets, evaluating market position, developing an internal structure to support growth, crafting a consistent brand identity, and creating opportunities through new service combinations or strategic alliances. High-tech tips include developing a company website and using mobile devices to stay connected with clients. Facts presented indicate the security services market is growing globally and regionally within the United States.
26 зустріч: Як ми втрачаємо людей і клієнтів та що з цим робитиIT-HR Club_Lviv
зустріч із неймовірною Olena Zanichkovska , Founding Partner @ Growth Agency "The Gradient". Director of LITS BDA School , в минулому директор з розвитку в компанії Perfectial та керівник відділу в компанії Eleks.
Ми розглядали, як працює ІТ-компанія як система і як має виглядати і виглядає в реальності взаємодія між складовими системи. Подивились на організацію з точки зору бізнесу, клієнта і людей.
This document outlines a 5-step process for consultative selling that can be used by professionals in sales. The 5 steps are: 1) Identify the purpose or problem/need/issue, 2) Establish your credibility through experience, education and expertise, 3) Probe to deeply understand the real problem, 4) Present a solution by visualizing, describing and demonstrating how it addresses the problem, and 5) Initiate action and obtain a commitment on next steps. The document is intended to simplify consultative selling and empower the reader with this proven 5-step process.
Driving results throught superior customer experienceMarketing Clinic
The document discusses driving results through superior customer experience. It notes that while 80% of companies believe they deliver superior customer experience, only 8% of customers agree. It emphasizes that creating superior customer experience requires strong customer insights and positioning. It also stresses that marketing strategy and execution must be aligned. Examples are given of companies like KONE, Amazon, Dell, and American Express that excel at customer experience management. The last section summarizes key takeaways from a CEO roundtable discussion that customer experience management involves understanding customer needs and delivering the desired experience across touchpoints. Internal implementation is critical to success.
65% of Exhibitors do not have a clear strategy for their event. They walk in blindly thinking their goal is just “to increase sales” or “to collect as many leads as we can”. Hopeful expectations are worthless if there is no clear plan about to whom you want to sell to, what success looks like, where this fits within your bigger sales and marketing plan, how you are going to get back your return on investment and more.
Consultative Selling in B2B Technology SalesRed Box Direct
This is a brief on solution-based sales and marketing practices for B2B technology professionals. We share our thoughts on essential strategy and processes for successfully selling technical instrumentation and services
Virtual selling is here to stay. Even if and when we do return to the office, buyer behaviors have changed for good. According to McKinsey Research, up to 80% of B2B buyers would rather interact remotely when purchasing. Virtual selling isn’t going away any time soon. In fact, it’s the new standard.
But is your virtual selling strategy up to snuff? In this slide guide, you’ll learn everything you need to know about virtual selling.
You can get more in-depth guidance over on our blog: https://bit.ly/3uDbn3Z
Nicky Chisholm offers marketing services including strategies, plans, campaigns, branding and graphic design. With over 15 years experience in marketing management, business development, and freelance projects across sectors, she provides flexible support tailored to clients' needs. Her services can help clients effectively communicate with customers, launch new products and make or save money through good marketing.
The document discusses buyer personas and how to create and use them. It defines a buyer persona as a semi-fictional representation of an ideal customer based on real data. It provides a free online tool for creating personas and outlines the steps to develop personas by identifying customer demographics, behaviors, motivations, and goals. The document also discusses how to use personas to improve marketing, sales, and customer service by tailoring content, segmentation, and communications based on the persona.
How to Start Consulting Business in 2020?sebwichmann1
Learn how to start your own business consulting firm. Effective strategies for business consultants and things to consider before becoming a consultant. Here are practical steps to follow to prepare yourself for starting a successful consulting business.
Visit:https://sebwichmann.com/how-to-start-consulting-business/
Product Management Principles in a Services CompanyClifford Dive
....or "we're brilliant guys and we can do clever stuff for you."
Companies delivering services have many of the same challenges as product companies but there are some significant differences too.
Berenice Mann and Clifford Dive look at what makes service companies special, the challenges and possible solutions. They describe their experience of working together in Marketing and Business Development as a local consultancy went through a transformation process, and touch on:
- how to promote the company as thought leader
- coordinated product and services story
- innovation
- sales and marketing working together
Some things worked, and others didn't.
Berenice comes from an R&D background, with a PhD in Physics. She has experience of technical project and team management, from product development and production through to marketing.
Cliff has broad experience in product innovation and realisation, with roles including product management, programme management and business development.
Berenice and Cliff have experience both of product and services companies. They first met at Sentec, where Berenice was Marketing Manager, and Cliff was Business Development Manager, at a time when the company was rapidly evolving, attempting to grow both revenue and profitability.
Mintent Webinar: Creating Connected Experiences with Ardath AlbeeMintent
The document discusses how marketers need to understand customer context and journeys in order to match their messaging to the appropriate stage in the buying process. It notes that 65% of B2B buyers are frustrated by inconsistent content experiences. Marketers must lead with experience and purpose rather than just product and brand. The document provides questions to help identify customer context and outlines how to create personas that address different contexts through title, introduction, and conclusion pivots or industry pivots. It also discusses using content hubs and contextual clues to invite customer bingeing and sharing of content.
Let customer insight guide your bank's content marketing strategySounds About Write
While many banks and financial institutions continue to turn to content marketing to engage their prospective buyers and customers, the reality is the overwhelming majority are struggling to achieve success.
David Woodbridge's (the labs consultancy, Project Worldwide) presentation at ...Ruperta Daher
David Woodbridge, MD of the labs consultancy, Project Worldwide presented on The Growth of Innovation Centres and Their Role in Your Business Strategy at Mumbrella's Finance Marketing Summit.
Customer Experience Transformation: 5 Research Findings And 12 Action ItemsG3 Communications
During this webinar, Ernan Roman will share recent insights from more than 10,000 hours of Voice of Customer (VoC) Relationship Research conducted by his firm, Ernan Roman Direct Marketing.
Based on the findings, Roman will share 5 key VoC research findings that will help retailers significantly improve customer engagement and personalization of offers and experiences. And critically, how personalization can be driven by individual preferences.
Roman’s part of the session will conclude with an 12 Point Checklist for transforming your customer experience.
Rick Ludolph from Productive Solutions will follow with a look at the enabling technologies to help retailers achieve their customer engagement goals in an omnichannel marketplace
This document provides tips and techniques for omnichannel marketing. It discusses the importance of viewing the customer experience across all channels from the customer's perspective. The document also outlines key success factors for various stages of the customer lifecycle, including boosting reach through content marketing and paid promotion, encouraging interaction through optimized content and customer journeys, boosting conversion through retargeting and testing, and increasing loyalty through lifecycle marketing and customer experience improvements. Implementation plans and metrics are suggested for each stage.
This document discusses strategies for increasing acquisition on insurance websites through next generation digital marketing approaches. It begins with an overview of general issues with existing insurance websites and opportunities for improvement. It then covers key elements of an acquisition strategy, including content strategy, search engine optimization, microsites, and digital technologies. Specific tactics are provided around each area, such as segmenting audiences based on buying cycles, aligning content to different segments, and optimizing websites for search engines. Case studies demonstrate how these approaches have helped increase traffic, conversions and leads for other insurance companies. The document advocates for a structured, multi-channel approach across the customer lifecycle to drive better acquisition outcomes.
Journal of Advertising Research (JAR) - Driving Consumer-Centric GrowthMario Simon
This document summarizes the key findings of a large-scale global study called Insights2020 conducted by Kantar Vermeer and partners. The study investigated the role of insights and analytics in driving business strategy, customer experiences, and building customer-centric organizations. It found a positive correlation between customer centricity and revenue growth. Customer centricity focuses on understanding customers and identifying the most profitable ones to maximize long-term financial value, rather than just customer satisfaction. To be truly customer centric, an organization must implement it throughout and abandon a product-focused model for one built around customers. The document provides an overview of the Insights2020 methodology and sources of data used in the analysis.
This document discusses strategies for consulting firms to engage clients through their corporate websites. It recommends focusing on understanding the client's needs and buying lifecycle to provide contextual and personalized experiences. Key aspects include developing thought leadership content, optimizing the user experience, adopting responsive design for mobile, improving search and social media integration, measuring engagement, and leveraging technologies like CRM to track engagement across channels. The overall approach is to move websites beyond just information sharing to truly engaging clients through the online experience.
The document discusses how organizations can use digital communications to create impact. It outlines challenges faced by NGOs, financial institutions, and government institutions in using digital marketing. These include staff shortages, budget constraints, lack of training, and inability to measure effectiveness for NGOs. For financial institutions, challenges involve growth, competition, regulations and technology. Government institutions face challenges around public services and perception. The document then covers the marketing paradigm of engagement and relationships. It outlines key digital communication channels like search, social media, email and mobile marketing. Finally, it discusses digital tools and how to measure impact.
Today’s client is smart and getting smarter by the minute. From virtually anywhere, they can find out about you, your firm, your competitors, whether your clients are happy—and most importantly, with a mere 140 characters, they can impact your brand.
• Today, law firms must face the reality of super consumers. They are unbelievably informed, highly fickle, and extremely powerful with a nearly unpredictable purchase path.
• They have unprecedented access to information, the ability to easily compare firms, fees or feedback in a matter of clicks, access to reviews—whether from a trusted confidant, highly rated industry source, or someone merely taking to their social network to make their experience known.
• And they can easily do the same—joining the social conversation with their experience and recommendation to others – giving a “like”, “thumbs up”, happy face, or not, and with a click of the button can make an impression on your brand.
• Everyone has probably heard the United Breaks Guitars story; it epitomizes the challenge firms face – each individual now has a powerful voice. In this example, United Airlines was unresponsive to a passenger’s complaints that his guitar was broken by negligent baggage handlers (he actually saw them throwing his beloved instrument through the air as he was waiting to deplane). This treatment lead him to record a song about his experience that he posted on YouTube. Over 12 million views later, this YouTube sensation has written a book on the very topic of how powerful one voice can be in the age of social media.
2019 Predictions: What CMOs Demand From MarTech This YearMapp Digital
The digital transformation movement was supposed to improve the customer experience. But data and technology gaps are still holding CMOs back from fulfilling their tech-enabled brands promises. Heading into 2019, the role of CMO needs to be prepared to answer these questions:
• What data and technology skills does their marketing team lack to deliver the perfect customer experience?
• How should the CMO evolve to accelerate their company’s digital transformation and data-driven initiatives?
• Why do companies need to invest in the right balance of mature marketing technology with emerging tech like AI and conversational interfaces?
This webinar is hosted by Steve Warren, CEO of Mapp, and feature guest speaker, Thomas Husson, VP & Principal Analyst from Forrester Research, Inc.
Your customer journeys are complex, to say the least. From an array of online and offline channels across multiple devices, it's difficult to understand which initiatives actually move the needle toward conversion and revenue. Luckily today's technology enables marketers to better leverage attribution and demonstrate the impact of their efforts. In this presentation Bram de Jonge, Senior Account Relationship Manager, will walk you through key tactics for better and effective measurement.
The explosion of the social conversation along with the proliferation of mobile technology has changed our lives, more than we ever could have imagined.
The explosion of mobile technologies and rapid adoption of social networks have completely impacted our human behavior -- our communication methods, engagement principles, our belief and trust systems, and even our decision making criteria and models.
Firms need to understand these new principles and adopt them -- genuinely and proactively -- if they want to effectively engage clients.
How has the client changed and why does your firm need to reflect this? Because your success will depend on it, and so will your identity.
Today’s buyer is smart and getting smarter by the minute. From virtually anywhere, they can find out about you, your services, your competitors, whether your clients are happy—and most importantly, with a mere 140 characters, they can impact your brand.
Today, firms must face the reality of super consumers. They are unbelievably informed, highly fickle, and extremely powerful with a nearly unpredictable purchase path.
They have unprecedented access to information, the ability to easily compare fees, costs or services in a matter of clicks, access to reviews—whether from a trusted confidant, highly rated industry source, or someone merely taking to their social network to make their experience known.
And they can easily do the same—joining the social conversation with their experience and recommendation to others – giving a “like”, “thumbs up”, happy face, or not, and with a click of the button can make an impression on your brand.
It is no surprise then that firms who wish to remain competitive in this new age are concentrating their efforts on creating amazing client experiences…
Consumer packaged goods companies are facing challenges in traditional markets and need to adjust their marketing strategy. They must embrace digital and multichannel approaches to engage consumers who now shop anytime, anywhere. Data-driven, direct-to-consumer initiatives can increase engagement by sending personalized messages through the right channels. To successfully engage consumers, companies should take five steps: define objectives; obtain appropriate consumer data; ensure relevance through segmentation; put insights into practice with tailored communications; and measure, learn and adapt strategies.
Revenue Event Marketing: Accelerating Pipeline and Driving Revenue Through Ev...Attend, Inc
In an increasingly digital world, face-to-face still matters. In-person events are ranked as one of the most effective marketing tactics and companies are spending the majority of their marketing budgets on them.
But for events to stay effective, strategies need to change. To follow in the footsteps of Account-based Marketing, B2B events have to shift focus away from broad lead generation toward targeted pipeline creation and acceleration.
Revenue Event Marketing is a new approach that focuses on helping businesses build and accelerate pipeline to drive revenue through in-person events.
This document discusses engaging customers more profitably through improving the customer experience. It begins by introducing the speakers and Banner Managed Communication. It then discusses the strategic dilemma insurers face in wanting to get closer to customers but often not interacting directly with them. The reality of the customer experience today is examined, highlighting challenges. Seven key essentials of a good customer experience are outlined. Examples of best-in-class customer experiences are provided from other industries. Finally, the document shares real-life examples of communication innovation and simplification that insurers and brokers have implemented.
Findings of a fall 2009 research study by Slack Barshinger of how 39 leading b-to-b marketers are coping with turbulent economic conditions and what changes they expect to make in 2010.
How to Generate Content for Demand and Lead Generation Gabrielle Hailmann
Before generating content this is a must read. Learn the digital persuasion sequence - the right strategy, content and marketing channels that will drive your customers to buy.
This document outlines five strategies for increasing return on investment from marketing events: 1) Engage attendees through event apps and social media, 2) Align internal departments around business objectives and data collection, 3) Leverage event management technology, 4) Use reporting to track key performance indicators, and 5) Integrate event data across systems like CRM. It also provides a case study of how Moody's Analytics improved lead management and sales conversions by integrating its event and sales systems.
Similar to Customer experience, a competitive advantage? (20)
At The House of Marketing, we like to do things as efficiently and effectively as possible, and that's no different when it comes to your application as a Junior Consultant. We have 3 exciting and challenging rounds all within one month. By mid-March you’ll know if you can join our team of THoMers!
THoMer Kristien zooms in on the challenges our world is facing today and the sustainable answers businesses have come up with. How purpose-driven is your company?
How to get your innovation engine started? THoMer Stefan built the ultimate innovation guide: he collected insights, processes and templates to help you prepare for take-off.
Which tools do you use for project management, design, market analysis and conversion optimization? THoMer Eva opens our digital toolkit and shares 8 instruments we apply on a daily basis.
A personal approach is key to success in today's marketing landscape. Discover the why, how and what of marketing automation, the tool that helps you pull off your highly relevant one-on-one communication.
Wondering where you as marketer should spend your budgets, time and resources in the upcoming year? THoMer Audrey listed the top 10 trends to watch out for in 2018!
The document provides tips for writing a good Point of View (POV). It recommends using a "Pipeline" structure with an introduction, body, and conclusion. Key tips include focusing for at least 2 hours without interruptions, using a compelling title and powerful first sentence, supporting points with paragraphs, ensuring clarity, delivering the message in 1 page, and getting feedback before submitting. The goal of the POV is to provide a marketing strategy for the retailer Beehive on whether it should launch an e-commerce site to address declining sales.
THoMers Dennis, Inge, Laetitia, Pieter and Thomas attended Web Summit, the largest tech conference in the world, hosted in Lisbon, Portugal. Web Summit equals 22 conferences connecting different industries, from AutoTech and MoneyConf to SaaS Monster and Talk Robot. The keyword across all conferences? Artificial Intelligence!
The House of Marketing (THoM) is a strategic marketing consulting firm and interim management agency. THoM aims to inspire innovation for clients and transform dreams into reality through strategic advice. THoM offers strategic consulting, interim management, and support across various industries. THoMers are entrepreneurial marketers who work in teams or individually on client projects while developing their skills through ongoing training. THoM provides a supportive environment for career growth and opportunities to gain experience through challenging assignments and collaboration with other passionate marketers.
How to test before sending emails in a marketing automation platformThe House of Marketing
The document provides guidelines for testing emails and workflows in a marketing automation platform. It recommends testing the content, design, and functionality of emails on different devices and email clients. For email workflows, it suggests carefully defining enrollment criteria, estimating contact volumes, testing actions and logic with test contacts, and reviewing settings and suppression lists. The overall guidance is to thoroughly test emails and workflows at multiple stages before sending them to recipients.
The document summarizes key takeaways from the eTradeSummit 2016 conference. It discusses how social media platforms are becoming the marketplaces of the future and how companies need to make their e-commerce tools responsive for mobile. It also emphasizes the importance of following up on abandoned shopping baskets within 24 hours to re-engage potential customers. A new privacy law coming into effect in 2018 is also mentioned.
Immersion Camp 2016 was successful, with consultants consuming 215 bottles of Coke, 345 cookies, 30 liters of coffee, and generating 932 MB of data across 151 files created during 595 hours of sleep over the week. While productive, the consultants also made sure to balance the work with fun, running 41 km and sharing blood, sweat, and tears together.
Millennials: the marketing environment for the new generation of shoppersThe House of Marketing
This document provides an overview of marketing to millennials. It discusses how the marketing environment is constantly changing due to information overload, short attention spans, disruptive technologies, and new generations of shoppers. Digital marketing allows for personalized engagement and measurement of customer journeys. Millennials in particular value convenience, trust, and seamless omnichannel experiences. Customer experience is now key to building loyalty as customers have more control over the purchasing process and demand two-way dialogue. The conclusion emphasizes that a seamless customer journey across channels is essential for modern marketing.
Best advices from bernard gustin on how to turn a crisis into an opportunityThe House of Marketing
This document provides 10 pieces of advice from Bernard Gustin on how to turn a crisis into an opportunity. The advice includes having a clear vision, reinventing your business model, being a strong leader, communicating proactively and transparently, putting employees at the center of strategy, empowering and investing in employees, and prioritizing people above all else during a crisis.
This document summarizes 7 key learnings from Social Media Day 2016. The learnings include: focusing on interactivity over video on Facebook; combining demographic and behavioral data for targeting; moving past calculating Facebook's value; expecting trends to change rapidly; large tech companies building virtual countries through devices and services; older generations having more buying power for connected devices; and the importance of content, context, connection, and conversion on social media.
This document contains 10 quotes about marketing and technology. The quotes discuss how technology empowers rather than just enables marketing, how marketing is still an art, and how humans buy from other humans not companies. Other quotes discuss the importance of partnerships between humans and computers, focusing on emotions and customer experience, growing relationships over transactions, and creating ecosystems for value. The final quote suggests combining existing things to create new opportunities.
WebTomorrow - The marketer of the future in an algorithm driven worldThe House of Marketing
The document discusses the skills and roles needed for marketers in an increasingly algorithm-driven world. It suggests that technology and human touch should go hand in hand, and that the Chief Marketing Officer role may evolve into a Chief Customer Officer role that orchestrates customer experiences. A variety of skills are highlighted as important for future-proofing in marketing, including technical skills, creativity, collaboration, persuasion, agility, entrepreneurship, and strong brand-building.
The document outlines 10 things marketing employees should avoid saying to their Chief Marketing Officer (CMO). Some examples included are "Happy Friday" which implies not wanting to work, "Let's brainstorm on that" which the CMO hears as wanting them to do the work, and "Don't worry" which the CMO takes to mean they should worry. The overall message is that certain common phrases can be misinterpreted by CMOs, so marketers should be careful about what they say.
The House of Marketing aims to accelerate profitable revenue growth for clients by providing impactful marketing. They recruit passionate marketers and create an inspiring environment where consultants can develop their full potential. Consultants work individually or in teams on client projects, receiving training, coaching, and support throughout their career. The House of Marketing has a variety of clients across many sectors and offers competitive compensation and benefits.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
In this humorous and data-heavy session, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
1. 21/04/2017
“The effect of customer experience on your business” and the Yearly
Marketing Survey 2017 results
Customer experience,
a competitive advantage?
3. Pulling customers through the funnel is not answering
customers’ expectations
3
Most companies used to create campaigns aimed
at a lot of prospects and customers. They tried to
“pull their customers through the funnel” while
their campaign was actually targeting a specific
type of customer. Hence, conversion rate was low.
This kind of campaign could result in a negative
experience as they are not directly answering their
customers’ expectations.
“People don’t forget how you make
them feel”
– Mathieu Dhondt, business consultant at The
Reference
* Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer
Experience on your business” hosted by The Reference and Sitecore, in collaboration with Microsoft, 21/04/2017 *
4. Marketing leaders believe competing on customer
experience is important
4
According to the 2017 Yearly Marketing Survey
conducted by The House of Marketing, 95.5% of
Belgian marketers agree that strong brands
deliver consistent customer experiences.
The belief in the importance of customer
experience has grown over recent years, which
means that building brands happens primarily by
offering the right customer experience.
5. However, there is a gap between expectations and
experience
5
To meet customers’ expectations, companies
should personalize their messages based on
how and when customers want to hear them.
The content, the offers, etc. should be
personalized for each customer.
However, the 2017 Yearly Marketing Survey
reveals that only 20% of Belgian marketers
believe their company offers a seamless
online and offline customer experience.
6. The digital transformation of marketing through the 5 brand
commerce* maturity levels
6
Product focused
Long Term
customer
relationship
Single-channel
tactics
Omni-channel
journeys
Disconnected
customer data
360° customer data
connected
Old marketing tools
Connected
Marketing and Sales
platforms
Top-down organization
Marketing, Sales & IT
teams are strongly
working together
TraditionalDigital
Source: Tim Nagels – CMO lead at Microsoft, Conference “The effects of Customer Experience on your business” , 21/04/2017
*Making every touchpoint transactionable
7. The 2017 Yearly Marketing Survey identified the level of
maturity of the Belgian market
7
53% of Belgian
companies claim to
have a very
customer centric
company
Only 8% of
companies offer an
omni-channel
experience
Only 27% of
companies claim
they integrate their
data in one single
platform
Today, Belgian
marketers are using
technical
superpowers for
basic marketing
tasks; 63% use e-
mailing marketing
60% of companies
have a classical top-
down organization.
Silo-thinking is an
important barrier to
become customer-
centric
8. Leaders in customer experience grow their average revenue
faster than laggards
8
17%
3%
Compound average revenue growth, 2010 to 2015
Leaders Laggards
Source: June 21, 2016, “Customer Experience Drivers Revenue Growth, 2016”, Forrester report
forrester/.com/cxindex
Source: Mathieu Dhondt – Business consultant at The Reference, Conference “The effects of Customer Experience on your business” hosted by The
Reference and Sitecore, in collaboration with Microsoft, 21/04/2017
“Your most unhappy customers
are your greatest source of
learning” – Bill Gates
9. Customer experience is a competitive advantage – OZ
example
9
• Personalized banners
• Content-based website
• Use of browsing behaviour
through the CRM system
• Ability to contact new leads
(e.g. asking their
information details)
• Customers get more relevant
information and content on
the website
• Customers receive adapted
services that meet their
needs
• Self service
• Advisers are more available
for specialized services
• Doubled the monthly visits on
the website
• More new leads
• 24-7 access to the services
and information
• Personalized info for all
customers and prospects
• More self-service for the
customers so that the
advisers can focus on helping
the customers with
specialized services
• Increased brand awareness
and visibility of OZ services
OZ created a personalized content
website
Customer experience Results
Source: Sophie Meert –Digital Marketeer OZ, Conference “The effects of Customer Experience on your business” hosted by The Reference and Sitecore, in collaboration with
Microsoft, 21/04/2017
10. Customer experience is a competitive advantage – xFinity
example
10
• Targeted offer
• Know visitors’ location
Specific offers according
to location
• All of their stores are
becoming more customer
friendly and interactive
• Customers get adapted
offers according to their
needs, location, etc.
• Adapted/easier website
usage
• Try new products in-store;
more attractive
• 30% uplift in sales
• Increase of 25% in terms of
qualified leads
• Decrease of 14% of
customers’ calls; which
means the products are
more reliable and easier to
understand.
xFinity created a personalized website Customer experience Results
Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference
and Sitecore, in collaboration with Microsoft, 21/04/2017
11. Customer experience is a competitive advantage – Nutricia
example
11
• Create profiles
• Adapt the content of the
website according to the
evolution of
pregnancy/baby
• Online and offline
experience
• Magic mirror, mobile app,
responsive website, vending
machine, events, etc.
• Customers get the right
information at the right
time
• Customers have a follow-up
during all steps of
pregnancy/ the baby’s life
• Information is available on
different platforms
Nutricia rethought the entire
customer experience
Customer experience Results
Source: Jannik Devantier – Senior Digital Experience Specialist at Sitecore, Conference “The effects of Customer Experience on your business” hosted by The Reference
and Sitecore, in collaboration with Microsoft, 21/04/2017
12. Experience is the result of data and technology usage but
also of a customer-centered view and an interdisciplinary
team
12
Data-driven strategy
Analyze your data to use it as the basis for your
strategic decisions concerning your customer
experience
Interdisciplinary teams
Have Sales, Marketing and IT work together and
use connected platforms
Marketing technology engagement
Use the full potential of your marketing tools, not
only for basic marketing tasks
Customer focused view
Fill the gap between expectations and experience,
understand your customers