Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
The presentation discusses how to meet customers wherever they are on their journey. It notes that customers expect relevant experiences across multiple digital channels. The key is developing the right customer experience for each individual customer through personalized and dynamic content. The presentation provides an overview of how Sitecore can help deliver great customer experiences through an integrated customer experience platform that includes tools for personalization, segmentation, and automation to deliver contextual experiences across channels. It also discusses how Sitecore can be part of a broader marketing technology ecosystem by connecting to other systems like marketing automation platforms. An example case study is provided on how Sitecore helped W.P. Carey deliver the right customer experience.
The document introduces the concept of a "Platform Marketer" who has the skills needed to leverage audience platforms and addressability at scale. A Platform Marketer wears many hats including being an audience platform expert, programmatic media buyer, addressability expert, and more. They represent a shift from traditional marketers by having skills in data, digital media buying, real-time optimization, and integrating consumer experiences across channels at the individual level.
Marketing Automation Workshop - Puget Sound American Marketing AssociationBrian Hansford
The document summarizes a marketing automation success workshop presented by Brian Hansford. It discusses how marketing automation supports demand generation by segmenting and targeting personas, delivering personalized content, scoring leads, and analyzing results. It outlines the key elements of a marketing automation strategy, including defining processes, training staff, developing content, selecting the right platform, and managing data quality. The presentation emphasizes keeping customers at the center and developing strategies, content, and metrics to drive qualified leads and opportunities.
This document discusses principles for achieving great customer experience (CX). It emphasizes the importance of knowing customers through capturing both implicit and explicit customer data to understand customer journeys. An integrated customer experience platform is recommended to break down data silos and provide a single view of the customer to enable contextual and personalized experiences across channels. The principles also stress simplifying the customer experience through streamlined processes and technologies that orchestrate engaging customer journeys.
Personalization strategy that improves acquisition and engagementedynamic
This document discusses the importance of personalization for improving customer acquisition and engagement. It notes that today's customers are always connected and informed, engaging with brands across multiple dynamic and cross-channel journeys. Effective personalization requires having a unified, integrated view of the customer through technologies like data management platforms, marketing automation, analytics and CRM. The key is understanding customers, engaging them across channels with relevant messages, and continuously testing and optimizing experiences. Personalization must move from basic segmentation to true 1:1 personalization to meet evolving customer expectations.
How Marketing Automation is Transforming Financial Services Firmsedynamic
This document discusses marketing automation in the financial services industry. It finds that adoption of marketing automation is currently low in financial services at around 4-6% penetration. Some key challenges for financial services include complex sales channels, large buyer segments, and compliance requirements. The document then outlines steps for a successful marketing automation strategy, including understanding buyers, creating a content strategy, developing a lead management architecture, focusing on best of breed technology, reporting, and managing compliance.
The document discusses how organizations can transform their digital marketing programs into a revenue engine. It emphasizes that marketing now has more influence over the buying journey than ever before, and that revenue has become the most important metric. However, many marketers struggle to engage customers and drive revenue due to an inability to coordinate across channels or properly measure performance. The document recommends that organizations implement an integrated demand generation strategy using various tactics like content marketing, personalization, and analytics to optimize the customer journey. It also stresses the importance of an integrated digital technology platform to support marketing efforts at each stage of the revenue funnel.
Crossing Paths: Meet Customers Wherever They Are on Their Journeyedynamic
The presentation discusses how to meet customers wherever they are on their journey. It notes that customers expect relevant experiences across multiple digital channels. The key is developing the right customer experience for each individual customer through personalized and dynamic content. The presentation provides an overview of how Sitecore can help deliver great customer experiences through an integrated customer experience platform that includes tools for personalization, segmentation, and automation to deliver contextual experiences across channels. It also discusses how Sitecore can be part of a broader marketing technology ecosystem by connecting to other systems like marketing automation platforms. An example case study is provided on how Sitecore helped W.P. Carey deliver the right customer experience.
The document introduces the concept of a "Platform Marketer" who has the skills needed to leverage audience platforms and addressability at scale. A Platform Marketer wears many hats including being an audience platform expert, programmatic media buyer, addressability expert, and more. They represent a shift from traditional marketers by having skills in data, digital media buying, real-time optimization, and integrating consumer experiences across channels at the individual level.
Marketing Automation Workshop - Puget Sound American Marketing AssociationBrian Hansford
The document summarizes a marketing automation success workshop presented by Brian Hansford. It discusses how marketing automation supports demand generation by segmenting and targeting personas, delivering personalized content, scoring leads, and analyzing results. It outlines the key elements of a marketing automation strategy, including defining processes, training staff, developing content, selecting the right platform, and managing data quality. The presentation emphasizes keeping customers at the center and developing strategies, content, and metrics to drive qualified leads and opportunities.
This document discusses principles for achieving great customer experience (CX). It emphasizes the importance of knowing customers through capturing both implicit and explicit customer data to understand customer journeys. An integrated customer experience platform is recommended to break down data silos and provide a single view of the customer to enable contextual and personalized experiences across channels. The principles also stress simplifying the customer experience through streamlined processes and technologies that orchestrate engaging customer journeys.
Personalization strategy that improves acquisition and engagementedynamic
This document discusses the importance of personalization for improving customer acquisition and engagement. It notes that today's customers are always connected and informed, engaging with brands across multiple dynamic and cross-channel journeys. Effective personalization requires having a unified, integrated view of the customer through technologies like data management platforms, marketing automation, analytics and CRM. The key is understanding customers, engaging them across channels with relevant messages, and continuously testing and optimizing experiences. Personalization must move from basic segmentation to true 1:1 personalization to meet evolving customer expectations.
How Marketing Automation is Transforming Financial Services Firmsedynamic
This document discusses marketing automation in the financial services industry. It finds that adoption of marketing automation is currently low in financial services at around 4-6% penetration. Some key challenges for financial services include complex sales channels, large buyer segments, and compliance requirements. The document then outlines steps for a successful marketing automation strategy, including understanding buyers, creating a content strategy, developing a lead management architecture, focusing on best of breed technology, reporting, and managing compliance.
The document discusses how organizations can transform their digital marketing programs into a revenue engine. It emphasizes that marketing now has more influence over the buying journey than ever before, and that revenue has become the most important metric. However, many marketers struggle to engage customers and drive revenue due to an inability to coordinate across channels or properly measure performance. The document recommends that organizations implement an integrated demand generation strategy using various tactics like content marketing, personalization, and analytics to optimize the customer journey. It also stresses the importance of an integrated digital technology platform to support marketing efforts at each stage of the revenue funnel.
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
IT Best Practices: Finding the Right Marketing SolutionMarketo
Ever rolled out a solution that no one used? If you're in IT, you hate wasting time and money on software that users hate, or — even worse — completely bypass. Today, IT isn’t the only one using technology – in the past decade, a huge number of new platforms and tools for marketers have emerged on the market.
Your marketing team wants the smartest solutions on the market, and it’s up to you to initiate a wise investment.
Check out our new slide deck below to learn how IT can implement tools that the marketing team will actually use.
The Bazaarvoice platform allows partners to provide services that help clients leverage social customer engagement to create value. It provides a SaaS platform that enables brands to capture, analyze, and share customer conversations to drive sales, loyalty, and insights. Key features include ratings and reviews, questions and answers, moderation services, and Facebook integration. Connections allows brands to engage customers directly on retailer sites. Intelligence insights identify advocates and trends to optimize products, marketing, and relationships. Authentic content is ensured through moderation in over 30 languages. Partners can deliver a range of services in areas like planning, engagement, scaling usage, applying insights, and transforming processes.
Marketing automation market is expected to grow $6.4 billion by 2024DheerajPawar4
The marketing automation market is expected to grow from $3.3 billion in 2019 to $6.4 billion by 2024 at a CAGR of 13.9% during the forecast period. The use of marketing automation is higher in large enterprises compared to SMEs. Key applications include campaign management, email marketing, lead nurturing, and social media marketing. Major players in the market include HubSpot, Adobe, Oracle, and Salesforce. North America currently holds the largest market share.
Digital Revenue Engine: Campaigns + Content = Revenueedynamic
The document discusses strategies for creating an integrated revenue generation strategy using digital marketing. It recommends developing a revenue roadmap with clear goals and metrics. It emphasizes generating top-of-funnel leads through content marketing and paid media. It stresses optimizing conversion rates through personalized messaging and testing. It also recommends using marketing automation to accelerate prospects through the sales funnel. Finally, it emphasizes retaining customers through exceptional customer experiences across all channels.
This document provides a web metrics reporting schedule template for a marketing analyst to use to report key metrics to various stakeholders on a monthly, quarterly, or post-campaign basis. The schedule includes common metrics like unique visitors, referral sites, search engine hits, and total website visits as well as metrics like new web-leads, conversion rates, click-through results, and visitor geography. For each metric, it indicates the reporting frequency, who prepares the report, and who it is prepared for.
This report details the findings of a joint study by Demand Metric and Salesforce Pardot to study the current state of lifecycle marketing, measuring the adoption of this strategy and how it is performing.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
Business Decisions with Analytics Dashboardsedynamic
The document discusses creating meaningful dashboards for businesses. It recommends first developing a measurement model with goals, KPIs and segments, then implementing analytics tools like Google Analytics. This provides a platform to build dashboards with the right metrics. Effective dashboards avoid "data pukes" and instead provide insights, recommendations and demonstrate business impact. They also use simple and clear visualizations like pie, bar and line charts with consistent colors and fonts. The document outlines different types of dashboards for tactical and strategic use by various roles in an organization.
The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Prio...Walter Lis
The document outlines an 8-step process for conducting a digital marketing audit to define growth and improvement priorities for small businesses. The steps include setting goals and objectives, defining ideal customers and products/services, reviewing past marketing efforts, identifying competitors, reviewing digital campaigns, analyzing digital infrastructure, and measuring success metrics. The audit is intended to help small businesses attract and retain next generation customers through an effective digital marketing strategy.
The document provides information about a proposed digital marketing audit and strategic roadmap engagement by East Coast Catalyst. It includes an overview of why such audits are needed given digital disruption, East Coast Catalyst's 30-point assessment framework and approach, proposed deliverables including a state of affairs assessment and strategic recommendations/roadmap, and a summary of East Coast Catalyst and testimonials from past clients praising their expertise and approach.
The document summarizes an online marketing audit process that includes:
1) A high-level review of a company's current website and historical analytics to identify key areas of concern.
2) An audit that examines four key areas - reach, persuasion, conversion, and integration - to comprehensively review online marketing strategies.
3) A presentation of audit results and recommendations to implement changes, test improvements, and realize a return on investment through increased marketing effectiveness and sales.
Traction Forge: Transformational Manufacturing StrategyBraden Ford
Today’s manufacturing organizations are facing a major transition; the pivot from “Cost per Unit” to “Customer Centric”. The focus is no longer on “faster and cheaper” but on “customer experience”. Learn how manufacturing companies are successfully transitioning to customer centric organizations.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
The document provides an overview of mastering buyer journey analytics and attribution modeling. It discusses best practices for configuring digital and offline touchpoints in buyer journeys. It also explains different attribution models including first touch, last touch, and weighted models. The presentation emphasizes that different attribution models should be used depending on the perspective of demand generation managers, directors of sales, or CEOs. It also outlines how attribution insights can provide value across the customer lifecycle.
The customer mindset should capture how the customer feels at each stage
E.g.
Awareness - Unaware, uninformed
Interest - Curious, researching
Desire - Excited, evaluating options
Action - Committed, making purchase
Loyalty - Satisfied, reassured
Advocacy - Proud, recommending
Spend 5 minutes filling in the customer mindset for your brand
Share back 1-2 insights with the wider group
#3 Visualise your multi-channel CRM Strategy
Design multi-channel scenarios that create deep affinity
#3 Visualise your multi-channel CRM Strategy
1. What are the key customer touchpoints?
The CX Webinar " Creating Meaningful Customer Experience with Unified CS Solution" was organized by CRMIT Solution in association with Oracle on December 3, 2013.
This Webinar which had the major participation from US region was delivered by Duane Nelson, Customer Experience Strategist, Oracle.
Typically, most business have silo systems stitched in whole or pieces. This webinar was to showcase a Unified Solution covering multi channel approach to extend a meaningful customer experience
We created the Customer Engagement Framework to help organizations improve their shopper marketing efforts across 6 categories: Roles, Responsibilities, Processes, Technology, Content and Metrics.
This framework was designed with shopper marketing best practices in mind. It should be used to audit your current capabilities and ultimately help you document an action plan for each of the following stakeholders: Senior Management, Shopper Marketing Owner, Brand Marketing, Insights, Digital & Social Media, Sales Management, Field and/or Account Teams and Retail/Channel Sales Partners.
IT Best Practices: Finding the Right Marketing SolutionMarketo
Ever rolled out a solution that no one used? If you're in IT, you hate wasting time and money on software that users hate, or — even worse — completely bypass. Today, IT isn’t the only one using technology – in the past decade, a huge number of new platforms and tools for marketers have emerged on the market.
Your marketing team wants the smartest solutions on the market, and it’s up to you to initiate a wise investment.
Check out our new slide deck below to learn how IT can implement tools that the marketing team will actually use.
The Bazaarvoice platform allows partners to provide services that help clients leverage social customer engagement to create value. It provides a SaaS platform that enables brands to capture, analyze, and share customer conversations to drive sales, loyalty, and insights. Key features include ratings and reviews, questions and answers, moderation services, and Facebook integration. Connections allows brands to engage customers directly on retailer sites. Intelligence insights identify advocates and trends to optimize products, marketing, and relationships. Authentic content is ensured through moderation in over 30 languages. Partners can deliver a range of services in areas like planning, engagement, scaling usage, applying insights, and transforming processes.
Marketing automation market is expected to grow $6.4 billion by 2024DheerajPawar4
The marketing automation market is expected to grow from $3.3 billion in 2019 to $6.4 billion by 2024 at a CAGR of 13.9% during the forecast period. The use of marketing automation is higher in large enterprises compared to SMEs. Key applications include campaign management, email marketing, lead nurturing, and social media marketing. Major players in the market include HubSpot, Adobe, Oracle, and Salesforce. North America currently holds the largest market share.
Digital Revenue Engine: Campaigns + Content = Revenueedynamic
The document discusses strategies for creating an integrated revenue generation strategy using digital marketing. It recommends developing a revenue roadmap with clear goals and metrics. It emphasizes generating top-of-funnel leads through content marketing and paid media. It stresses optimizing conversion rates through personalized messaging and testing. It also recommends using marketing automation to accelerate prospects through the sales funnel. Finally, it emphasizes retaining customers through exceptional customer experiences across all channels.
This document provides a web metrics reporting schedule template for a marketing analyst to use to report key metrics to various stakeholders on a monthly, quarterly, or post-campaign basis. The schedule includes common metrics like unique visitors, referral sites, search engine hits, and total website visits as well as metrics like new web-leads, conversion rates, click-through results, and visitor geography. For each metric, it indicates the reporting frequency, who prepares the report, and who it is prepared for.
This report details the findings of a joint study by Demand Metric and Salesforce Pardot to study the current state of lifecycle marketing, measuring the adoption of this strategy and how it is performing.
First Rule of Marketing Analytics: Forget the Customer - Digital Summit Phoenixmbedner
The customer decision journey is no longer linear – the method for measuring it shouldn’t be either. This session will challenge marketers to understand customer acquisition differently, how to construct a marketing measurement funnel, and how to demonstrate holistic results that drive performance and optimization.
Business Decisions with Analytics Dashboardsedynamic
The document discusses creating meaningful dashboards for businesses. It recommends first developing a measurement model with goals, KPIs and segments, then implementing analytics tools like Google Analytics. This provides a platform to build dashboards with the right metrics. Effective dashboards avoid "data pukes" and instead provide insights, recommendations and demonstrate business impact. They also use simple and clear visualizations like pie, bar and line charts with consistent colors and fonts. The document outlines different types of dashboards for tactical and strategic use by various roles in an organization.
The Digital Marketing Audit - 8 Steps to Defining Growth and Improvement Prio...Walter Lis
The document outlines an 8-step process for conducting a digital marketing audit to define growth and improvement priorities for small businesses. The steps include setting goals and objectives, defining ideal customers and products/services, reviewing past marketing efforts, identifying competitors, reviewing digital campaigns, analyzing digital infrastructure, and measuring success metrics. The audit is intended to help small businesses attract and retain next generation customers through an effective digital marketing strategy.
The document provides information about a proposed digital marketing audit and strategic roadmap engagement by East Coast Catalyst. It includes an overview of why such audits are needed given digital disruption, East Coast Catalyst's 30-point assessment framework and approach, proposed deliverables including a state of affairs assessment and strategic recommendations/roadmap, and a summary of East Coast Catalyst and testimonials from past clients praising their expertise and approach.
The document summarizes an online marketing audit process that includes:
1) A high-level review of a company's current website and historical analytics to identify key areas of concern.
2) An audit that examines four key areas - reach, persuasion, conversion, and integration - to comprehensively review online marketing strategies.
3) A presentation of audit results and recommendations to implement changes, test improvements, and realize a return on investment through increased marketing effectiveness and sales.
Traction Forge: Transformational Manufacturing StrategyBraden Ford
Today’s manufacturing organizations are facing a major transition; the pivot from “Cost per Unit” to “Customer Centric”. The focus is no longer on “faster and cheaper” but on “customer experience”. Learn how manufacturing companies are successfully transitioning to customer centric organizations.
Better Together: How Integrating Your Sales Tools Can Accelerate Sales Perfor...Demand Metric
This Sales Tool Integration study had a simple goal: to determine if integrating multiple sales tools that support different parts of the buying journey result in greater efficiencies and better outcomes.
The document provides an overview of mastering buyer journey analytics and attribution modeling. It discusses best practices for configuring digital and offline touchpoints in buyer journeys. It also explains different attribution models including first touch, last touch, and weighted models. The presentation emphasizes that different attribution models should be used depending on the perspective of demand generation managers, directors of sales, or CEOs. It also outlines how attribution insights can provide value across the customer lifecycle.
The customer mindset should capture how the customer feels at each stage
E.g.
Awareness - Unaware, uninformed
Interest - Curious, researching
Desire - Excited, evaluating options
Action - Committed, making purchase
Loyalty - Satisfied, reassured
Advocacy - Proud, recommending
Spend 5 minutes filling in the customer mindset for your brand
Share back 1-2 insights with the wider group
#3 Visualise your multi-channel CRM Strategy
Design multi-channel scenarios that create deep affinity
#3 Visualise your multi-channel CRM Strategy
1. What are the key customer touchpoints?
The CX Webinar " Creating Meaningful Customer Experience with Unified CS Solution" was organized by CRMIT Solution in association with Oracle on December 3, 2013.
This Webinar which had the major participation from US region was delivered by Duane Nelson, Customer Experience Strategist, Oracle.
Typically, most business have silo systems stitched in whole or pieces. This webinar was to showcase a Unified Solution covering multi channel approach to extend a meaningful customer experience
Cassandra Moore discusses how to develop an experience strategy by aligning user experience activities with organizational goals. She emphasizes understanding the organization's goals, challenges, and value proposition. An experience strategy should include a plan of activities with timelines that address goals by providing data and solving problems. Activities should be selected based on how they contribute to achieving goals and improving the customer experience. The strategy should be communicated simply to stakeholders using visual tools that connect emotionally and tell a story.
This document discusses customer relationship management (CRM) and customer experience (CX) management. It defines CRM as a system for managing interactions with current and future customers through sales, marketing, customer service and technical support. Key characteristics of CRM include relationship management, sales force automation, use of data warehouse technology, and opportunity management. Implementing CRM involves analyzing, planning, implementing, testing, deploying and training. CX management focuses on creating complete customer profiles, personalizing interactions, and providing the right information at the right time. Benefits include strengthening brands, boosting revenue and loyalty, and lowering costs.
Comment se passe la transformation numérique et pourquoi l'expérience client est au cœur de cette transformation? Quels sont les défis à surmonter pour passer le virage numr
The document outlines Oracle's Siebel CRM strategy and roadmap. It discusses delivering a modern customer experience with Siebel CRM through continuous innovation, including open UI and mobile apps, industry solutions, business agility, and autonomous CRM capabilities. The roadmap details upcoming innovation packs focused on areas such as cloud, analytics, automation, and integration with Oracle's CX cloud suite. Customers benefit from reduced costs, agility, and guaranteed long-term investment in Siebel CRM.
The document discusses creating an optimal customer experience through integrating user experience (UX), customer experience (CX), and customer relationship management (CRM). It argues that CRM strategies need to evolve from a focus on transactions to prioritizing engagement, collaboration, and mutual value through social media interactions. This "social CRM" approach empowers customers by allowing them to control the business relationship and experience. The document advocates designing multi-channel experiences that consider the full customer lifecycle and are driven by insights from user research, with the overall goal of creating differentiated and humanized experiences for customers.
http://www.geoffreyamoore.com
See the video from this conference: https://www.youtube.com/watch?v=MXzA5ISAim4
Geoffrey Moore is an author, speaker, and advisor who splits his consulting time between start-up companies in the Mohr Davidow portfolio and established high-tech enterprises, most recently including Salesforce, Microsoft, Intel, Box, Aruba, Cognizant, and Rackspace.
Moore’s life’s work has focused on the market dynamics surrounding disruptive innovations. His first book, Crossing the Chasm, focuses on the challenges start-up companies face transitioning from early adopting to mainstream customers. It has sold more than a million copies, and its third edition has been revised such that the majority of its examples and case studies reference companies come to prominence from the past decade. Moore’s most recent work, Escape Velocity, addresses the challenge large enterprises face when they seek to add a new line of business to their established portfolio. It has been the basis of much of his recent consulting.
Irish by heritage, Moore has yet to meet a microphone he didn’t like and gives between 50 and 80 speeches a year. One theme that has received a lot of attention recently is the transition in enterprise IT investment focus from Systems of Record to Systems of Engagement. This is driving the deployment of a new cloud infrastructure to complement the legacy client-server stack, creating massive markets for a next generation of tech industry leaders.
Moore has a bachelors in American literature from Stanford University and a PhD in English literature from the University of Washington. After teaching English for four years at Olivet College, he came back to the Bay Area with his wife and family and began a career in high tech as a training specialist. Over time he transitioned first into sales and then into marketing, finally finding his niche in marketing consulting, working first at Regis McKenna Inc, then with the three firms he helped found: The Chasm Group, Chasm Institute, and TCG Advisors. Today he is chairman emeritus of all three.
Personas Bootcamp - Where Product Meets User NeedsMauricio Perez
The document outlines a 1.5 hour bootcamp on personas. It will cover what personas are, why they are used, how to create them, analyzing research data, and using personas effectively. Attendees will learn about creating personas through field research interviews and exercises in affinity mapping, persona creation, and scenario illustration. The goal is to help participants develop empathy for target users by representing them as personas in order to design with the user's needs and goals in mind.
How to Get Your CX and UX Teams Working TogetherTandemSeven
Sometimes CX team initiatives can overlap or compete with UX team initiatives. This post by TandemSeven's CMO Steve Offsey discusses how to connect the strengths from both CX and UX teams to provide an overall winning customer experience.
SXSW 2016: Bridging the Gap Between CX + UXBarkley
Susannah Sulsar of Barkley and Leah Buley of Forrester hosted a workshop at SXSW 2016 covering The Human Experience, bridging the gap between customer experience and user experience.
UX STRAT USA: Leah Buley, "The Role of UX / CX in Business"UX STRAT
The document discusses the evolving relationship between customer experience (CX) and user experience (UX). It argues that the traditional distinctions between CX and UX are false, as organizations are becoming increasingly digital and both roles rely on similar methods. CX and UX professionals are converging in their use of insights like personas and journeys to inform strategies. Both roles also measure experiences, though metrics and qualitative research are complementary rather than distinct. The document concludes by advising professionals to stop splitting hairs over definitions and instead focus on holistic experience design, research, measurement and continuous improvement across channels.
A talk Marc gave at the UI20 conference in Boston, November the 3rd, 2015.
Smaply: www.smaply.com
ExperienceFellow: www.experiencefellow.com
This is Service Design Thinking: www.thisisservicedesignthinking.com
This is Service Design Doing: www.thisisservicedesigndoing.com
Content:
1. The typology of journey maps
2. Customer experience research
3. Prototyping services
4. Service design and start-ups
As marketers, we are all feeling the pressure to measure the impact of every dollar we spend on marketing, and today, there is mounting focus put on the direct revenue impact of marketing on revenue. During this webinar we will showcase a framework for revenue marketers to maximize ROI through their digital marketing efforts.
Transforming the Digital Experience Via Customer Journey MappingRocketSource
As the modern consumer's expectations of a sublime digital experience increase, so does the need for a new customer journey map. In this post, I unveil the Customer Insights Map, which makes the traditional exercise of customer journey mapping more intelligent by answering the nuances of today's buyers, leveraging machine learning, artificial intelligence, and path-to-purchase analytics to boost the lifetime value of customers.
Inbox is a consulting firm specialized in customer relationship management. They have 25 employees with expertise in data analysis, web development, and creating customized CRM solutions. Their services include auditing customer data and behaviors, creating segmentation profiles and scoring models, designing loyalty programs and marketing campaigns, and developing CRM tools to improve customer knowledge and relationships. Their approach involves guiding clients through all aspects of a CRM project from needs assessment to implementing a customized online CRM application to optimize customer marketing.
Wharton Disruptive Decisions Summit SF 2017Robert Sibo
I had the pleasure to speak at the DD Summit in SF this fall on the topic of building Customer Engagements teams from the ground up leveraging disruptive technologies like Big Data, Machine Learning and the right mix of MarTech platforms.
Social has played an essential, introductory role in brands’ digital transformation. It has shown tangible results and allowed to track change and progress.
But how can you leverage any social media operation to transcend beyond its direct impact? This webinar explores the future and evolution of content studios, from social only to full-on digital.
Omni-Channel Marketing – Bridging the Gap between Insight & ExecutionG3 Communications
This webinar discussed omnichannel marketing challenges in retail. Key points included:
1. Retailers need a single customer view, segmentation, revenue attribution across channels, and channel execution capabilities.
2. Recommendations involved a strategic framework to enable customer insight, automation, and execution across channels.
3. Case studies showed how data integration helped target promotions and personalize the in-store experience.
AAA Partners' Network is about marketing in the new world of the social customer. With AAA you know which, how and why 50% of your marketing budget is working, and spend just that. Move the balance 50% to your bottom-line. If you're not doing social marketing with AAA, you're leaving money on the table.
In the ever-evolving landscape of modern business, digital marketing has emerged as a cornerstone for success. As companies across industries strive to expand their online presence and reach their target audiences, the demand for digital marketing services has skyrocketed. This surge in demand begs the question: Is a digital marketing agency a profitable business venture? Let's delve into this topic and uncover key insights for aspiring entrepreneurs in the field.
visit us - https://creationinfoways.blogspot.com/2024/02/is-digital-marketing-agency-profitable.html
4C Consulting provides services related to customer experience management, marketing excellence, sales excellence, and service excellence. They help clients ensure higher returns through smarter solutions in marketing, sales, and services. Their services include marketing maturity assessments, campaign management, sales process optimization, customer service automation, and customer insight management. Clients choose 4C Consulting because of their expertise in customer experience and customer interaction management, trusted advisory services, strategic partnerships, and focus on results.
Customer Experience: Getting past the Barriers to Successsuitecx
This short thought leadership piece describes several barriers to success in Customer Experience (CX) programs and how to move beyond them with the right resources, tools and strategies.
This document discusses navigating the digital marketing landscape and setting the proper course through strategy, information, and digital technology to revolutionize marketing ROI. It notes the emergence of common strategic digital marketing mandates like targeting, personalization, and integration. However, collecting data from many sources has led to fragmented, inconsistent information that marketers struggle to make sense of. The solution involves unifying, standardizing, and enriching data to bring order to the chaos and fuel the next generation of digital marketing through tools that define, manage, segment, enrich, and collect data.
TEKsystems provides digital and creative services to support clients' strategic marketing initiatives. They supply skilled resources in areas like design, development, and project management. As marketing budgets have increased and the lines between technology and marketing have blurred, there is a growing need for professionals with both technical and creative skills. TEKsystems helps address this need by accessing a large pool of talented professionals and deploying them to clients through staff augmentation, project-based work, or outsourcing solutions.
TEKsystems provides digital and creative services to support clients' strategic marketing initiatives. They supply skilled resources in areas like design, development, and project management. As a division of the global IT staffing firm TEKsystems, they offer specialized expertise while also having the scale and resources of a large partner. They help clients achieve their goals through staff augmentation, project-based work, or fully outsourced solutions.
Becoming Customer Centric: A Business and IT RoadmapPlus Consulting
The rapid rise of global competition, combined with the adoption of Internet-based communications and cloud processing power, has created a state of hypercompetition across most industries. The antidote? Become customer centric. Here's a brief business and IT roadmap to make it happen.
Engagement strategies for law firms to compete in the age of the customeredynamic
Today’s business relationships can be initiated online using personalized thought leadership content to attract prospects to your firm, engage with your attorneys, and transport them along a buying journey to becoming a client. Your digital platform is now the tool that builds trust and relationships with your clients.
Live Webinar: Programmatic Buying Reach and Acquire High Value Customers at S...LinkedIn
Keren Katz, Programmatic Lead at LinkedIn, will discuss programmatic advertising—the automation of media buying and selling using data and technology that transacts in real-time—and the options available at LinkedIn.
In this session, we’ll cover:
- Why choosing display inventory with a high visibility is crucial in programmatic advertising
- How to access LinkedIn display inventory programmatically
The various auction types available within LinkedIn’s display inventory
Programmatic Buying Reach and Acquire High Value Customers at ScaleBlack Marketing
This document discusses programmatic buying on LinkedIn. It notes that programmatic buying allows advertisers to automate buying and selling of digital ads using data and technology at scale. This helps advertisers efficiently target high-value professional audiences on LinkedIn, including over 400 million professionals. It outlines LinkedIn's programmatic advertising options, including open auctions and private auctions, and how advertisers can leverage their first-party data or LinkedIn's audience segments for targeting. Customer testimonials highlight how programmatic buying on LinkedIn provides access to quality professional inventory at scale while allowing for monitoring of ad performance and targeting of desired audiences.
The Secret to Acquiring and Retaining Customers in Financial ServicesPerficient, Inc.
The document discusses customer intelligence in the financial services industry. It defines customer intelligence as the strategic combination of data, analytics, technology, and operations to acquire and retain customers through data-driven insights. It outlines challenges such as legacy systems, lack of skills, and no coherent strategy. It provides examples of how insurers and banks are using customer data for personalization. It also presents a customer intelligence framework and discusses measures for customer engagement, acquisition, and retention.
Triggered Nurturing using Marketing Automation in Sitecore 9edynamic
In the past, triggering a lead nurturing program off of website behavior necessitated the use of data and analytics integrations of some type. For most platforms, it still does, but Sitecore had brought this functionality under one roof in their last version, and improved it even further in Sitecore 9.
Studies upon studies have been done on how efficient you could be, and how much more ROI you’d gain, if you’d just put an organized lead management process in place. Easier said than done though, and best practices are only a good starting point to get your mind around the concept.
Whether you are looking to optimize your CMS or Re-platform to a new one, attend this webinar to walk away with actionable best practices. This webinar will also help you understand the latest cutting edge features available today in best of breed CMS systems and how to use these features to its maximum potential to drive real results.
Law Firm Websites in 2018: Bottlenecks & Recommendationsedynamic
The legal industry is facing significant headwinds due to flat growth, increased competition, and increased client demands. In order to compete in a crowded marketplace, firms must evolve and differentiate themselves to win new business and grow
Progressive Web Apps, also known as Installable Web Apps or Hybrid Web Apps, is the latest industry trend helping businesses create more engaged and loyal customers by presenting regular web pages or websites as traditional applications or native mobile applications to the users.
A Revenue Engine increases revenue for organizations by seamlessly aligning demand gen strategies with business processes and the customer journey, providing a single view of the customer and integrating an optimized CX tech stack.
This document discusses marketing challenges for mid-sized companies competing against giants. It addresses dilemmas around planning cycles, reporting metrics, using in-house vs partner resources, and aligning marketing and sales teams. The document emphasizes listening to customers, treating each customer as a single identity across channels, and orchestrating customer journeys. It presents a case study where a company increased sales, surveys, and social media engagement through personalized surveys, social marketing, and email campaigns using Sitecore.
Customers no longer follow neat, linear paths toward a purchase. Instead, they utilize various channels across their lifecycle and with each interaction, your organization must be able to capture their past interactions, preferences, and data to advance their journey – and provide the right customer experience, no matter the channel. With the modern customer journey being nearly impossible to predict, the impact of omni-channel consistency is key.
Contextual Commerce: Best Practices for Winning with Customer Experience with...edynamic
This document provides an overview of contextual commerce and best practices. It discusses how contextual commerce focuses on optimizing the customer experience across channels by delivering personalized, relevant content and commerce opportunities based on the customer's context. The challenges of old ecommerce platforms are outlined, such as having separate systems for content, commerce, and customers that don't provide personalization or a unified experience. Best practices for contextual commerce highlighted include investing in a connected commerce platform, gathering detailed customer data, delivering varied and engaging content including user-generated content, providing seamless omni-channel experiences, and personalization. Case studies demonstrate how improving the customer experience through these practices can significantly increase sales and engagement.
In the complex mobile technology ecosystem, selecting the right development approach can be intimidating.Sitecore mobile solution makes the entire process simple for marketers and technologists.
Why Marketing is Broken, and how Time to Value fixes it!edynamic
This document discusses how edynamic helps companies realize return on investment from their digital marketing investments using the Sitecore Experience Platform. It outlines edynamic's Time to Value methodology, a structured workshop and delivery offering designed to quickly harness Sitecore's capabilities. The methodology involves 4 steps - Engagement Analytics, Rules Based Personalization, Profiling & Predictive Personalization, and A/B Testing. It is intended to rapidly enable marketing optimization and deliver quick wins within 30 days to see maximum benefit and ROI from a Sitecore investment. The outcomes include a scope for marketing success, digital goals, personalization opportunities, profile definitions, and suggestions for A/B tests.
Scott Stocker shares the best practices you can follow while upgrading your Sitecore environment to its latest version. He also shares handy solutions for common challenges you may face.
Choosing a content, data and delivery platformedynamic
- The document discusses Usha's need to consolidate its fragmented web presence across multiple websites and microsites into a single website to provide a consistent customer experience and messaging. This would also help integrate media buying, SEO, and analytics.
- The proposed solution is to implement Sitecore to create a single point of control for all customer-facing content and updates. This would allow for easy management of content and segmentation of customers to provide personalized experiences.
- Sitecore offers benefits like customized web pages for individual customers based on their online behavior and a smooth customer journey across touchpoints, but requires significant effort to map the entire customer journey and content strategy.
Smart analytics the power to transform digital marketing for insurance comp...edynamic
This document discusses how insurance marketers can leverage analytics to better understand customers and improve marketing strategies. It provides examples of how descriptive and diagnostic analytics can help answer questions about what is happening and why. Predictive analytics can then indicate what may happen in the future. The document advocates moving from a "sense and respond" approach to a "predict and act" strategy using analytics to gain competitive advantages. Examples of distribution management and account-based marketing use cases demonstrate potential benefits like reduced cancellations and improved campaign response rates.
Track 4 - How the avalanche of available customer data can help create more e...edynamic
Gene DeLibero, Customer Experience Evangelist from Sitecore, has walked through the building blocks of contextual marketing while discussing the importance of being able to shape every customer’s experience.
Track 3 - The launch and operations of Dentons global websiteedynamic
The document outlines a timeline for a law firm's digital transformation project from 2012 to 2016. It details key milestones such as finalizing practice and sector taxonomy in February 2012, announcing a triple merger in November 2012, launching an initial beta site in March 2013, and expanding the site to additional languages and responsive design through 2016. The timeline shows the project progressing through phases from initial planning to launch to ongoing expansion.
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
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
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"
How to Generate Add to Calendar Link using Cal.etYared Ayalew
Cal.et is a free tool that helps you create “Add to Calendar” links for your events. It supports popular calendar platforms like Google, Apple, Outlook, Yahoo, and Office365. Users can generate short, shareable URLs, customize event details, and even create QR codes for easy access. It’s ideal for embedding event links in emails, websites, and social media, making it easier for participants to save event information directly to their calendars.
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.
In this humorous and data-heavy Master Class, 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
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
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.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Advanced Storytelling Concepts for MarketersEd Shimp
Every marketer knows you’re supposed to tell a story, but do you know how to tell a story? Do you know why you’re supposed to tell a story? Do you even truly know what a story is? While many marketing presentations emphasize the value of mythic storytelling, the nuts and bolts of actually constructing a story are never explored.
The goal of marketing may be to achieve specific KPIs that drive sales, which is very objective, but the top of the marketing funnel requires a softer approach. In our data-driven results-oriented fast-paced world, marketers must quantify results, but those results will never be achieved unless prospects are first approached with humanity.
There is a common misunderstanding that the so-called “soft skills” of marketing such as language and art are unmeasurable and subjective, but while the objective measures of market research are merely 100 years old, the rules of aesthetics have been perfected over the last 2,500 years.
Great story construction is a skill that requires significant knowledge and practice. This presentation will be a review of the ancient art of story construction.
We will discuss:
• Rhetoric – The art of effective communication
• The Socratic Method – You cannot teach, but you can persuade people to learn
• Plato’s Cave – You sell products, but you market ideas
• Aristotle’s Six Dramatic Elements – The secret recipe for marketing stories
This is for senior marketers who are tasked with creating effective narratives or guiding others in the process. By the end of the session, attendees will have gained the knowledge needed to work storytelling into all phases of the buyer’s journey.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
4. Unique
Marketing
Technology
expertise
Our breadth and
depth of
expertise across
the Martech eco-
system provides
unique value to
clients.
Industry
Experience
Deep expertise in
professional
services,
Manufacturing,
Financial Services,
Insurance, CPG,
High-Tech.
Digital
Marketing
Experts
Deep expertise in
the digital.
Work for 45
Fortune 500
companies.
Philosophy
Push the envelope.
Nimble.
Inch wide and a
mile deep.
Serious about our
work, but we don’t
take ourselves
seriously.
At a glance
8. Marketers cannot co-
ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of customer data.
Source: Forrester
Technology is not integrated and
doesn’t
enable marketers
85%
CMOs say their efforts at implementing an
Omni-channel customer strategy are thwarted by a
lack of access to data and/or inadequate tools.
Source: Mckinsey
Marketers are
unable
to drive great
customer
experiences
Marketers delivery poor experiences to clients
Customer
Experience
is poor
94% of customers have
discontinued communication
with a company because of
irrelevant messages.
— Blue Research
12. An integrated CX platform allows
marketers to deliver personalized
experiences wherever they are.
Astrong marketing tech roadmap is
critical to great customer experiences
23. “Now to be truly competitive
your company must become
customer obsessed, which
means you need to have
deep knowledge of and
engagement with your
customers.”
Winning in The Age of The Customer
Forrester Research Inc
26. Without knowing the
profile and behavior of
every client on the site,
marketers struggle to
engage clients. Convert
unknown visitors to
known visitors, uncover
their needs and give
them content and
experiences they want ,
wherever they want it.
3waystocaptureclient
information:
Implicit:insightcapturedfromthe
websitejourney—the‘digitalfootprint’
leftbythevisitoronyourdigitalassets
Typesofinformationincludeclickstreamon
thesite,onsitesearchandtimeonsite
External: Informationcapturedby
externalserviceproviders,emerging
context-enrichedservices
Typesofinformationincludeexternallook-up
fromdataproviderlikedemandbase,where
mostNortonRoseclientswillbefound
Explicit:Convertunknowntoknown
andcaptureinformationsuppliedby
thevisitorastheysubscribeand
downloadassets
Linked-insocialsign-in/registration
Know your client
28. Asubscription center allows a subscriber to
receive information from your organization
personalized to their needs.
Know your client: Capture explicit
information
29. Customer analytics has become the
most critical technology investment
for CX improvement.
(source:Gartner)
30. Single view of the customer is key to
contextual marketing
31. Client data across
channels is aggregated
in a single repository
through tag
management and
integration
Data is used forcross
channel marketing
Data is used by a
reporting platform for
Bring data across channels to a single
source
CMS,
Website
Social
Networks
Tag
Manager
Analytics
CRM
Customer
Data
Marketing
Automation
36. The usual suspects
CMS
Portal
Marketing
Automation
Analytics
Social
CRM
Tag
Management
Search
Delivers website, mobile experience and customer
portal. Stores content and digital assets
Delivers site search and is a recommendation engine for
serving personalized content
Segments clients, tracks behaviors and delivers
personalized marketing through email
Delivers portal capability and a gated experience
Delivers social connectivity across different social
channels
Stores client data
Captures cross channel insights
Captures data from all channels and provides a single
view of the client
44. TECHNOLOGY
Orchestrate the customer journey
Unknown PersonSees Brexit story on social
media
Sees article on websiteIs served the next interesting articleSubscribes Becomes Known
Receives Brexit email on mobile
device
Share network on social
media Invited to Event
Partner recognize interestEngages with prospect
Search delivers
next article
Subscription
Center manages
profile
Capture engagement in
CRMAnonymous
profile created
and client is
segmented
Profile is
matured
Personalized and Dynamic
content
49. Start with functional needs
Analytics
Community Web Content
Management
Portal
Platform
Marketing
Automation
Shopping Cart
Public Website Extranet Portal Intranet Portal
Web Mobile EmailChannels
Properties
Physical
Platform
Capabilities
CRM Comm &
Collab
Shopping Cart Blogs
Forums
Ratings
Social
Networking
Content
Management
Personalization
Language
Support
Optimization
Composite
Application
Security
Document
Management
Workflow
Automation
Email
Campaign
Flows
Lead Scoring
Marketing
Database
Sales Database
Profile
Management
Offline History
Transaction
History
Chat
Video Chat
Forms Forms
Application Services DatabaseReporting
Digital
Signature
Real-time
Insight
Integrated
Reporting
Cross-channel
Instrumentation
50. Select marketing technology for an eco-
system
Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Marketing
Automation
Web Content
Management
Systems
Product
Information
Management
Social
Networks
Communities
53. OBJECTIVESSTRATEGY+GOVERNANCEPLATFORM+EXECUTION
2017 Q1 2017 Q2 2017 Q3 2017 Q4
Establish objectives Launch New Website
Insights to make better decisions Stabilize and earn
Improve demand
generation
PersonalizeRoll out social media strategy
Customer Relationship Management Program
Establish KPIs and define analytics strategy
Technical strategy and
platform selection Social media strategy Analytic strategy
Change management
Content governance strategy
Sitecore CMS implementation Single view of the client
Eloqua marketing automation implementation Reporting
Implement CRM
Personalization
Social Media Rollout
Create a visual roadmap that links strategic priorities to project
execution
54. Refresh roadmap to
cater tochanging
business strategy, new
client needs and next
generation technology
Review KPIs to assess
performance
Test and learn
Iterate
57. Fromone sizefits all to
delivering relevant
content and experiences
- the right message to
the right person atthe
right time.
Fourstepstomarket
contextuallytoclients:
1. Knowyourclient
2. Segment yourclients
3. Personalize
engagement
4. Reachclientswherever
theyare
Contextual marketing improves client
engagement
Editor's Notes
Thank you all so much for coming. I see a lot of familiar faces. I’m excited to speak to you about how customer experience with all the marketing that you do is a strategic differentiator.
We solve marketing problems with technology.
The new client expects you to engage with her on her terms..wherever she is.
Yeah marketers communicate with clients, but it’s a one size fits all approach…
That isn’t working..
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
But its difficult..if your not familiar with the marketing technology landscape..scott brinker produces it to track technologies in your landscape. From around a 1000 it has grown to over 4000 and he recently discovered 1900 companies were still missing.
Show of hands..how many of you measure and score customer engagement or lead scoring.
We believe that 5 key principles lead to exceptional experiences.
First, your Martech eco system needs to be integrated in order for you to engage customers.
With an integrated eco-system, you can capture customer context. Without knowing your customer – their context, behavior and needs – you cannot engage with them.
With an integrated platform and insight into the customer, you can deliver content and experiences wherever your customers are. These experiences must be relevant and personalized.
Finally, we must simplify. In a world where customers are inundated with information, simplification leads to engagement. Also, we must simplify the marketer’s experience – if the marketers experience is broken, the CX will break.
Lets look a little deeper into each of these.
See hubspot presentation number for example from shutterstock
https://www.linkedin.com/pulse/5-principles-delivering-great-b2b-customer-rahul-khosla?trk=mp-reader-card
To focus on the customer means to know your customer
Most org get siloed cust exp insights – from web, email, social media but no true picture of client needs . By SVC and integrated view.. What we could potentially do – bring web, social, MAP at single place.. More meaningful insights…
You need bring everything into a single view.
Then figure out what leads work what don’t and then go after them at the right time.
As your customer engages with you on your website, social media, mobile..your marketing technology should work in symphony to engage the customer
An integrated eco-system
allows you to capture a single view of the customer by gathering cross channel insights to allow marketers to optimize and orchestrate personalized and relevant experiences across channels
With an integrated eco-system and a single view..you can deliver contextual experiences.
Think about how amazon’s experience feels versus the ones that PS firms provide..the client feels like going to a site with a shovel..
That’s not enough. They wont come to you, you have to go to them.
Your tech should enable you to get your content out to wherever the client is.