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Cx tech roadmap webinar
The document discusses the importance of a strong marketing tech roadmap in delivering exceptional customer experiences, highlighting the challenges faced by marketers in integrating channels and accessing data. It emphasizes the need for understanding customers through various data collection methods and the implementation of an integrated customer experience platform to provide personalized, contextual experiences. Additionally, it outlines key principles and strategies for marketing technology selection to align with business objectives and enhance engagement.
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Cx tech roadmap webinar
- 1. 00 Engaging experiences driven by a strongMarketing Tech Roadmap
- 2. Introductions CEO, edynamic Rahul.khosla@edynamic.net - Spentover a decade helping leading organizations get the most out of their digital marketing and technology investments - Worked with over 30 Fortune 500 companies
- 3. A global digital marketingand technology agency focused on customer experience
- 4. Unique Marketing Technology expertise Our breadth and depthof 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
- 5. A new clienthas emerged
- 6. Anew client has emerged always-on,always- connected and informed journey is dynamic and cross channel has little attention
- 7. Sure, we communicate withclients
- 8. Marketers cannot co- ordinateacross 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
- 9. Marketing is failingto engage clients
- 10.
- 11. 10 A strong marketing techroadmap is at the center of great experiences
- 12. An integrated CXplatform allows marketers to deliver personalized experiences wherever they are. Astrong marketing tech roadmap is critical to great customer experiences
- 13. Getting there ischallenging…
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- 15. More information, lessattention
- 16. Flying blind dueto lack of insights Explosion of marketing technology
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- 20. Amarketing technology roadmapallows you to align your strategic priorities to digital execution
- 21. 20 5Martech principles of engagingCustomer Experiences 1. Know your customer 2. Integrated Customer Experience Platform 3. Contextual experiences 4. Multi-channel content marketing 5. Simplify
- 22. 21 21 Principles of CX •Know your client
- 23. “Now to betruly 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
- 24. Move from touchpointsto customer journeys…
- 25.
- 26. Without knowing the profileand 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
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- 28. Asubscription center allowsa subscriber to receive information from your organization personalized to their needs. Know your client: Capture explicit information
- 29. Customer analytics hasbecome the most critical technology investment for CX improvement. (source:Gartner)
- 30. Single view ofthe customer is key to contextual marketing
- 31. Client data across channelsis 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
- 32. Measuring engagement Cold HotToo late
- 33. 32 Principles of CX IntegratedCustomer Experience Platform
- 34. Marketing technology must workin symphony
- 35. Integrated Customer ExperiencePlatform
- 36. The usual suspects CMS Portal Marketing Automation Analytics Social CRM Tag Management Search Deliverswebsite, 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
- 37. 36 Principles of CX Contextualexperiences
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- 39. 38 Principles of CX Multi-channelcontent marketing
- 40. COPE to engageclients
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- 42.
- 43. And for themarketer
- 44. TECHNOLOGY Orchestrate the customerjourney 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
- 45. Method to themadness…
- 46. Apply an approachthat links strategy, capability, technology and execution RoadmapTechnology Blueprint Capabilities Blueprint Strategic Analysis
- 47. Our processTasksDeliverables Stakeholder workshops Competitive benchmarking Understand requirements to supportthe strategy Capability definition Platform identification Platform recommendations Technology Strategy Platform recommendations Strategy document Competitive benchmarking Benchmarking Findings Report and Recommendation s Capabilities blueprint Digital architecture blueprint Technology recommendation Success factor and key performance indicators (KPIs) Digital marketing roadmap Scope and investment Project plans RoadmapTechnology Blueprint Capabilities Blueprint Strategic Analysis
- 48. Success factors fora successful roadmap
- 49. Start with functionalneeds 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 technologyfor an eco- system Digital Asset Management CRM Search Mobile Devices eCommerce Marketing Automation Web Content Management Systems Product Information Management Social Networks Communities
- 51. Don’t jump straightto feature selection Selection Process
- 52. Platform Selection Focus onanarrow set of vendors Conduct Proof-of- Concept demos Test before purchase
- 53. OBJECTIVESSTRATEGY+GOVERNANCEPLATFORM+EXECUTION 2017 Q1 2017Q2 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 catertochanging business strategy, new client needs and next generation technology Review KPIs to assess performance Test and learn Iterate
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- 57. Fromone sizefits allto 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
- #2 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.
- #4 We solve marketing problems with technology.
- #7 The new client expects you to engage with her on her terms..wherever she is.
- #8 Yeah marketers communicate with clients, but it’s a one size fits all approach…
- #10 That isn’t working..
- #16 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.
- #17 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.
- #20 Show of hands..how many of you measure and score customer engagement or lead scoring.
- #22 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.
- #23 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
- #24 To focus on the customer means to know your customer
- #28 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…
- #31 You need bring everything into a single view.
- #33 Then figure out what leads work what don’t and then go after them at the right time.
- #35 As your customer engages with you on your website, social media, mobile..your marketing technology should work in symphony to engage the customer
- #36 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
- #38 With an integrated eco-system and a single view..you can deliver contextual experiences.
- #39 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..
- #40 That’s not enough. They wont come to you, you have to go to them.
- #41 Your tech should enable you to get your content out to wherever the client is.
- #42 Finally it needs to be simple
- #43 Ofcourse for the client…
- #44 But also for the marketer.