Proven tips on how to engage more deeply with your customers and prospects to drive more conversions, create greater customer loyalty, and increase customer value.
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
What can online business learn from the neighborhood store? The value of personalization, where individual visitors are treated as individuals, with targeted content and offers that appeal to their implicit or explicit needs.
Data, data everywhere, but not a drop to drinkSitecore
There's an execution gap between the experience most marketers want to deliver and what they're able to deliver. This SlideShare discusses 3 reasons the gap exists, how data silos contribute to it, and how context marketing helps marketers cross the gap.
What can online business learn from the neighborhood store? The value of personalization, where individual visitors are treated as individuals, with targeted content and offers that appeal to their implicit or explicit needs.
Market Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
The Rising Importance of CX in Financial ServicesCX Pilots
Financial institutions, including banks, insurance companies, investment/lending houses and mortgage brokers need to focus on customer experience now more than ever. This is the approach they need to take bring customer success to the forefront.
Digital Customer experiance now is the key for successful Digital transformation.
this presentation forces on the importance of the digital customer experience and the main integrants of exceptional customer experience
Measure, Understand & Influence the Customer JourneyRachel Wandishin
Too often we hear that organizations want to pursue personalization and cross-channel orchestration, but spin their wheels trying to get started. With Drupal, Acquia and Google Analytics, you have strong platforms that allow you to segment users, identify key insights in new ways, and ultimately layer on Acquia’s Lift and Journey tools to personalize and target those segments. Join Bounteous & Acquia as we take the guesswork out of decision making and introduce an analytics-driven approach to deliver content that improves engagement and your business results.
In this webinar you will learn about:
- The problems marketers face to provide consistent cross-channel messaging that enables more effective digital marketing, and personalization at scale
- How to leverage analytics and insights to drive customer journey orchestration solutions
- New analytical modeling approaches, including user clustering for persona development and content attribution modeling that identifies investment in journey improvement
- Left & right brain journey design that combines quantitative and qualitative analysis to improve customer experiences
- The solution architecture behind insight-driven journeys with Google, Drupal and the Acquia platforms
Check out our recent blog post on journey management maturity for a sneak peak, and join speakers from both Bounteous and Acquia on March 5, 2019 at 10 a.m. EST / 3 p.m. GMT.
Quantitatively measure advertising effectiveness using real-time consumer data while efficiently delivering ad messages through a positive customer experience service.
The Brihaspati Infotech is a leading ecommerce development company that specializes in custom ecommerce website development using Magento, Drupal, Big Commerce, Woocommerce & Shopify.
Are you rightly leveraging your network and ecosystem Bizkonnect
Sales intelligence experts who are known for enhancing business avenues, trust knowledge based intelligent approaches to interact with prospects. Such approaches have a track record of helping businesses to communicate with multiple decision-makers who have immediate customer pain points
A Guide Map To Customers’ Expectations In 2016 and BeyondSocious
Your customers are logging into websites more frequently, signing up for new online services, and trying new apps every day. The well-documented consumerization of business product users is putting increasing pressure on companies.
In many cases, companies can’t keep up with the evolving expectations of their customer base.
Searches for customer engagement and community resources hit fever pitch in 2015 and interest in improving relationships with customers is expected to continue to rise over the next decade.
The team at Socious follows trends in customer relationship management very closely. The following guide outlines 20 things that your customers expect from you and your company in 2016.
Many of these trends have been bubbling under the surface for years. However, companies that excel in 2016 will put a premium on these acute areas of their customers’ relationships.
Path Analyzer X-Files: How We Built the Ultimate xDB Forensic ToolSitecore
YouTube presentation: https://www.youtube.com/watch?v=pBkMZcj3Xoo
Who needs Scully and Mulder when you can join two Sitecore technical demo gods to see the new capabilities of Sitecore Path Analyzer, a next-generation tool for visual data exploration and analysis on top of Sitecore Experience Database. Learn how we applied hot JavaScript technologies, including d3.js and react.js, and see the new front-end developer workflow used while developing on this completely new stack. Find out how we optimized performance, and all kinds of crazy futuristic things you can do with this technology.
Speakers: Alex Shyba, Sitecore Fellow - Sitecore & Adam Weber, Advanced Innovation - Sitecore
Brookings: Delivering the Right Content to the Right People with the Right ToolsSitecore
This was presented by Fred Dews of Brookings Institution and Erick Mott of Sitecore at the Gartner Portals, Content and Collaboration Summit in Los Angeles on March 30, 2011. The discussion focused on content management and mobile engagement.
Let's connect on http://www.twitter.com/sitecore
YouTube presentation: https://www.youtube.com/watch?v=2Alp-S9WF1g
Get deeply acquainted with personas and personalization rules.
Speakers:
Ed Kapuscinski, Senior Sitecore Architect - NTT Data
Adam Conn, Product Manager - Sitecore
YouTube presentation: https://www.youtube.com/watch?v=bVwTA1KdQ2Y
One-to-one customer experiences are fantastic, but how can marketers possibly deploy them at scale? Automation is the answer, of course. Trusting the system to automate interactions can be daunting, so learn how you can begin with bite-size increments.
Speakers:
Ketih LaFerriere, CxO - Verndale
Trevor Campbell, Senior Technical Solution Architect - Verndale
David Hughes, Product Manager, Campaigns - Sitecore
Destination Dollywood! Optimizing the Digital ExperienceSitecore
YouTube presentation: https://www.youtube.com/watch?v=B8eofj6QnlU
Herschend Family Entertainment is the nation’s largest family-owned, themed attractions company with 26 entertainment, tourism, and hospitality properties that span 10 states. One of its most famous destinations, Dollywood, is a Sitecore Xccelerate participant focused on using the Sitecore Experience Platform to optimize the digital experience. Learn how this world-class, Smoky Mountain destination leverages analytics, personalization, testing and more to continuously increase its visitor base.
Market Business Presentation Template
If you want to buy this presentation template, please visit http://punkl.com
Creating a presentation from scratch can be quite labour-intensive. Starting with a presentation template from Punkl is beneficial. It saves time, provides good visual design and means that you can primarily spend your time and attention on the content of your presentation.
Punkl Presentation Templates save you time, as they're a whole lot quicker than trying to design a deck from scratch. Also, starting with a template means that you can primarily spend your time and attention on the content of your presentation, while the visual style is already designed to be engaging.
Typically, the only elements that are changed while working with a presentation template are colors, typography, copy and any visual assets such as photos for example.
1. Connect your CRM data. Don’t just collect it and keep it in silos.
2. Invest more in mobile. Mobile targeting and ROI are looking better than ever.
3. Personalize. It’s the big pay-off of all that data and analysis.
4. Measure, measure, measure. Know what works and double down.
5. Be up front about privacy. Consider the other side of targeting.
The Rising Importance of CX in Financial ServicesCX Pilots
Financial institutions, including banks, insurance companies, investment/lending houses and mortgage brokers need to focus on customer experience now more than ever. This is the approach they need to take bring customer success to the forefront.
Digital Customer experiance now is the key for successful Digital transformation.
this presentation forces on the importance of the digital customer experience and the main integrants of exceptional customer experience
Measure, Understand & Influence the Customer JourneyRachel Wandishin
Too often we hear that organizations want to pursue personalization and cross-channel orchestration, but spin their wheels trying to get started. With Drupal, Acquia and Google Analytics, you have strong platforms that allow you to segment users, identify key insights in new ways, and ultimately layer on Acquia’s Lift and Journey tools to personalize and target those segments. Join Bounteous & Acquia as we take the guesswork out of decision making and introduce an analytics-driven approach to deliver content that improves engagement and your business results.
In this webinar you will learn about:
- The problems marketers face to provide consistent cross-channel messaging that enables more effective digital marketing, and personalization at scale
- How to leverage analytics and insights to drive customer journey orchestration solutions
- New analytical modeling approaches, including user clustering for persona development and content attribution modeling that identifies investment in journey improvement
- Left & right brain journey design that combines quantitative and qualitative analysis to improve customer experiences
- The solution architecture behind insight-driven journeys with Google, Drupal and the Acquia platforms
Check out our recent blog post on journey management maturity for a sneak peak, and join speakers from both Bounteous and Acquia on March 5, 2019 at 10 a.m. EST / 3 p.m. GMT.
Quantitatively measure advertising effectiveness using real-time consumer data while efficiently delivering ad messages through a positive customer experience service.
The Brihaspati Infotech is a leading ecommerce development company that specializes in custom ecommerce website development using Magento, Drupal, Big Commerce, Woocommerce & Shopify.
Are you rightly leveraging your network and ecosystem Bizkonnect
Sales intelligence experts who are known for enhancing business avenues, trust knowledge based intelligent approaches to interact with prospects. Such approaches have a track record of helping businesses to communicate with multiple decision-makers who have immediate customer pain points
A Guide Map To Customers’ Expectations In 2016 and BeyondSocious
Your customers are logging into websites more frequently, signing up for new online services, and trying new apps every day. The well-documented consumerization of business product users is putting increasing pressure on companies.
In many cases, companies can’t keep up with the evolving expectations of their customer base.
Searches for customer engagement and community resources hit fever pitch in 2015 and interest in improving relationships with customers is expected to continue to rise over the next decade.
The team at Socious follows trends in customer relationship management very closely. The following guide outlines 20 things that your customers expect from you and your company in 2016.
Many of these trends have been bubbling under the surface for years. However, companies that excel in 2016 will put a premium on these acute areas of their customers’ relationships.
Path Analyzer X-Files: How We Built the Ultimate xDB Forensic ToolSitecore
YouTube presentation: https://www.youtube.com/watch?v=pBkMZcj3Xoo
Who needs Scully and Mulder when you can join two Sitecore technical demo gods to see the new capabilities of Sitecore Path Analyzer, a next-generation tool for visual data exploration and analysis on top of Sitecore Experience Database. Learn how we applied hot JavaScript technologies, including d3.js and react.js, and see the new front-end developer workflow used while developing on this completely new stack. Find out how we optimized performance, and all kinds of crazy futuristic things you can do with this technology.
Speakers: Alex Shyba, Sitecore Fellow - Sitecore & Adam Weber, Advanced Innovation - Sitecore
Brookings: Delivering the Right Content to the Right People with the Right ToolsSitecore
This was presented by Fred Dews of Brookings Institution and Erick Mott of Sitecore at the Gartner Portals, Content and Collaboration Summit in Los Angeles on March 30, 2011. The discussion focused on content management and mobile engagement.
Let's connect on http://www.twitter.com/sitecore
YouTube presentation: https://www.youtube.com/watch?v=2Alp-S9WF1g
Get deeply acquainted with personas and personalization rules.
Speakers:
Ed Kapuscinski, Senior Sitecore Architect - NTT Data
Adam Conn, Product Manager - Sitecore
YouTube presentation: https://www.youtube.com/watch?v=bVwTA1KdQ2Y
One-to-one customer experiences are fantastic, but how can marketers possibly deploy them at scale? Automation is the answer, of course. Trusting the system to automate interactions can be daunting, so learn how you can begin with bite-size increments.
Speakers:
Ketih LaFerriere, CxO - Verndale
Trevor Campbell, Senior Technical Solution Architect - Verndale
David Hughes, Product Manager, Campaigns - Sitecore
Destination Dollywood! Optimizing the Digital ExperienceSitecore
YouTube presentation: https://www.youtube.com/watch?v=B8eofj6QnlU
Herschend Family Entertainment is the nation’s largest family-owned, themed attractions company with 26 entertainment, tourism, and hospitality properties that span 10 states. One of its most famous destinations, Dollywood, is a Sitecore Xccelerate participant focused on using the Sitecore Experience Platform to optimize the digital experience. Learn how this world-class, Smoky Mountain destination leverages analytics, personalization, testing and more to continuously increase its visitor base.
What’s the Deal with Profiles, Personas, and Patterns?Sitecore
YouTube presentation: https://www.youtube.com/watch?v=Nd_qTBkor1c
Understanding visitors is basic––you’ve got to have this knowledge for any successful marketing strategy. But there can be a lot of confusion around Sitecore Profiles (Personas) and Patterns. This breaks it down for you, bringing clarity to the relationship between user controlled patterns and actual visitor profiles. They’ll also show you their strategy for using contextual intelligence to refine patterns over time. At this session you’ll learn how to lay the foundation for a mature customer profiling standard.
Speakers:
Mike Shaw, Marketing Strategist - Hedgehog Development
Olga Kogan, Solutions Developer - Hedgehog Development
YouTube presentation: https://www.youtube.com/watch?v=_egtN-XdsMo
The Microsoft Partner Network is one of the largest and most complex websites at Microsoft. They use Sitecore as the CMS and are part of the Xccelerate program. This presentation presents the Azure-hosted Microsoft Partner Network site, showcasing personalization and context marketing at scale. It also focuses on the unique challenges of such a large-scale environment: content management, multiple language support, governance, global vs local content needs, get outcome based data and much more.
Speakers:
Jim Gascoigne, Director - Digital Marketing Services - Microsoft
Nicol Chadek, Director - Sales and Marketing Digital Services - Microsoft
YouTube presentation: https://www.youtube.com/watch?v=LiAnfgcx7VQ
We’ve been in a rapid release cycle with Sitecore Email Experience Manager (EXM). Come see how we’ve overhauled this workhorse solution, and how to enable your Sitecore environment with email, marketers’ perennial favorite. Find out how you can benefit from the new and improved Sitecore Email Experience Manager from a leading partner practitioner and a Sitecore product expert.
Speakers:
Roland Villemoes, CTO - Alpha Solutions
Semion McAlice, Senior Software Architect - Alpha Solutions
Anthony Hook, Principal Product Strategist - Sitecore
ASOS: Sitecore & Microsoft Breakfast 'The Future of Digital Retail'Sitecore
As consumers, we expect (even better: demand!) that companies move quickly to adapt to our ever changing needs and desires and find innovative solutions to delight and engage us, especially in the digital world! Technology and strategies are continuously evolving to meet the needs of the ‘always connected’ customer. Retailers need to work hard to keep up with this incredibly fast pace and making the best use of customer experience platforms is crucial when every single % on conversion rates count.
An Under-the-Hood Tour of Sitecore Experience AcceleratorSitecore
YouTube presentation: https://www.youtube.com/watch?v=L6xIIVQ0G6E
It’s the best invention since electricity and possibly the wheel. Come to this mega-demo session to see exactly how Sitecore Experience Accelerator allows for rapid prototyping of information architecture, wire framing and content entry. Sitecore XA allows creative designers and UI developers to implement Sitecore designs faster than ever before–up to 80% faster––without writing any code.
Speakers:
John Field, Product Strategist - Sitecore
Ryan Donovan, SVP of Product Management - Sitecore
YouTube presentation: https://www.youtube.com/watch?v=D0SWlRrZuZ4
Let’s spin some context marketing gold, Sitecore style. Attendees nominated four websites that our panel of experts gave a “make over,” pinpointing opportunities for improvement with context marketing, to better connect visitors with personalized content at every click.
Speaker:
Chris Nash, SBOS Senior Consultant - Sitecore
Sitecore & Microsoft Breakfast: Building a business case for transformationSitecore
Cutting through the hype: building a solid business case for digital transformation, Sitecore
Organisations across all sectors are grappling with the adoption of digital marketing and communications. Those who get it right are reaping significant tangible advantages. Those who are tentative and slow to invest are falling by the wayside.
To succeed in the boardroom find out how to build 3 things: a digital marcoms strategy, a robust ROI model and a sure footed implementation roadmap.
Dreams Achieved: xConnect will drive your brand’s next digital revolutionSitecore
YouTube presentation: https://www.youtube.com/watch?v=k1osLdO5olw
If you let it, it can be a nightmare with so many channels for customers to engage and interact. These touchpoints must be well orchestrated to provide a smooth experience and capture the data that informs intent.
Do you have sleepless nights pondering how to efficiently collect the torrent of incoming web, point of sale, kiosks, mobile, and IoT sensor datasets? Do you ponder how to analyze and leverage this data this to provide contextually relevant experiences and therefore please your marketing team?
Welcome to xConnect – the transformative and friendly API that enables collecting and acting on information from any touchpoint and corresponding behavior. Organize for success and learn how to integrate data from each touchpoint and do it well.
Speaker:
Todd Mitchell, Senior Product Manager - Sitecore
Speaker: Todd Mitchell, Senior Product Manager - Sitecore
Delivering on the one-to-one promise is not a one-time exercise. It's an ongoing pursuit that is continuously measured and refined. Learn the ten critical success factors to cultivating profitable customer relationships. We share these with you as key benchmarks to any successful loyalty marketing program.
More CRM and Loyalty Marketing Resources
Loyalty Blog: http://www.customerinsightgroup.com/loyaltyblog/
eBooks: http://www.customerinsightgroup.com/white-papers
Loyalty Workshops: http://www.customerinsightgroup.com/custom-loyalty-workshops
Systematic New Loyalty Program Development: http://www.customerinsightgroup.com/systematic-new-loyalty-program
Pinterest: http://pinterest.com/engagekeepgrow/
Who is Customer Insight Group?
Customer Insight Group, Inc. leads the way in the evolution of how companies engage their customers, positively motivate them and earn their long-term loyalty. Our extensive client work is testimony to our depth of knowledge and ability to apply strategic insight and solutions to a wide variety of business objectives. Our team’s client experience includes: NHFA, Thomasville Furniture, The Maxim Group Carpet Franchise, Ashro, A&P, The Bon Ton, Crate & Barrel, Dick’s Sporting Goods, Edwin Watts Golf, GE Consumer Finance, Monroe and Main, Swiss Colony, Midnight Velvet, MySwingle.com, The Great Indoors, G.H. Bass, Golf Galaxy, Helzberg Diamonds, HSBC, Kohl’s, La-z-boy Furniture Franchise, MCI, Payless ShoeSource, Pier 1 Imports, Petco, Proflowers.com, Regis University, Ruby Tuesday, S&K Menswear, Sierra Trading Post, Stein Mart, Tommy Hilfiger, Ulta, as well as various other leading companies.
Just a sample of one of our customizable newsletter programs that we license on an area exclusive basis to printers. You brand, print and distribute. Our content will set you apart from your competition.
Article from Business Management magazine: ClearAction and Seybold Group discuss the business case for a customer-centric organization. See http://ClearActionCX.com Contact us at OptimizeCX@ClearActionCX.com
The Changing Nature of the Customer Relationship by North HighlanddBrooke Novak
Things have changed with the way the customer experience is enacted. Success has less to do with big strategic decisions and more to do with practical, everyday operational decisions – and then getting them implemented. Customers have more control – much more. Product information, peer reviews and ratings, even competitors are all just a click away. This increased transparency puts brand promises to the test. And, whether you are B2C or B2B, your customers have become accustomed to personalized services, relevant and personalized offers, and customizable capabilities. All on demand. How do you meet these demands – let alone exceed them? This paper explores considerations on how to harness the power of digital information on the front line of the customer relationship to power your competitive edge through to your bottom line.
The Changing Nature of the Customer Relationshipmichellereape
This paper explores considerations on how to harness the power of the customer relationship on the front lines to power our clients’ competitive edge through to their bottom line
Sistemas de Gestión ha sido incluida como ejemplo de éxito en la guía para partners de Microsoft sobre mejores prácticas para potenciar el negocio en clientes existentes.
Está guía, editada especialmente con motivo de la conferencia mundial de partners 2010, ha sido distribuida a los partners de Microsoft asistentes al evento con el fin de mostrar las buenas prácticas y estrategias seguidas para potenciar el desarrollo del negocio con clientes existentes.
Sistemas de Gestión ha sido una de las empresas seleccionadas, de las cuales únicamente dos son españolas.
www.sistemasdegestion.com
www.navihotel.es
www.atennea.com
Taking Out The Guesswork: the importance of analytics, hosted by SitecoreSitecore
Key takeaways from the webinar include:
- Why analytics and insight is essential in managing customer experiences
- How the latest tools ensure that you can get omnichannel insight
- How to take the time and effort out of using analytical tools to optimise conversions
- How brands, like FirstPort and Red Carnation Hotels, are truly utilising analytics to improve online journeys and conversions
Beyond Personalisation: The Customer Conversation with SitecoreSitecore
Key takeaways include:
- Aligning your personalisation and content strategies.
- How Sitecore’s personalisation compares to retrofit or overlay products and why that matters for omnichannel optimisation.
- How aggregators and disruptors win with personalisation.
- Measuring the impact of personalisation.
- Low-effort high-impact personalisation.
- Goals? Rules? How to understand the difference and when to use them!
Realising the potential: think cxm not cmsSitecore
Join our webinar to discover why marketers are investing in experience platforms, the risks of limited futureproofing, and the facts behind CMS vs CXM.
In this webinar you will:
Understand the benefits of a CXM platform
Learn how organisational shifts may be needed to achieve integrated marketing
Recognize the importance of integration and collaboration
Rethink how you measure marketing performance
Learn how to optimize the experience to optimize results
Presented by:
Charles Bell, Head of Sales Engineering at Sitecore UK
How reimagining customer journeys can build brand advocacy and customer loyaltySitecore
Having taken their first step into digital with Sitecore Gold Partner, Mando two years ago, there was a desire to understand and overhaul their customer journeys, and build them with automated customer engagement across multi-channels.
Achieving Integrated Digital Marketing with Sitecore & HCLSitecore
In this webinar, we discussed integrating digital marketing components, by firstly advising on how to create a winning strategy and then implement it with the right technology.
Integrated digital marketing needs a strategy & execution model that brings different components together, in order to voice a consistent brand message. As a result, you will be able to invoke a positive consumer emotion that converts to your business goals.
Transforming and enabling a business through digital goes far beyond logos, look & feel, content, mobile enablement and e-mails.
Part 2: a robust ROI model & a confident implementation roadmapSitecore
- How to apply and well tried and tested customer experience adoption roadmap to ensure the best path is taken when running digital marcoms operations.
- How to build a business case and ROI model for investing in digital marketing that passes the scrutiny of the most challenging CFO.
Part 1: building a digital marcoms strategySitecore
- How to create a straight forward board level digital marketing strategy aimed at achieving your business, marketing and operational objectives.
- How to correlate and align the features and functions of digital marketing technologies so that they measurably drive marketing objectives.
7 Habits of Highly Effective Nonprofit and Association SitesSitecore
Discover how the principles identified in Stephen Covey’s “The 7 Habits of Highly Effective People,” are being used by leading nonprofit and association websites.
2. Engaging with Empowered Customers: Tips for the Digital Marketer — 2
The New Rules of
Customer Engagement
No one doubts that the fundamental rules of customer engagement have changed.
Whether your company sells laundry soap or automobiles, or offers services for the el-
derly, customers rely on information from many sources and engage with each other to
discuss your brand – often long before you have
any contact with them. Engaged customers
But that doesn’t mean they don’t want or need are worth more to your
to engage directly with your company. In fact, business.
customers are engaging more deeply with
brands than ever before. Fully engaged customers
The challenge for marketers is to find ways
e deliver a 23 PERCENT premium
over average customers in
to engage effectively with customers across
share of wallet, profitability,
channels in a seamless, truly conversational,
way. As most marketers will confirm, it’s not
revenue, and relationship
easy to execute a comprehensive engagement growth.
strategy across all channels. In fact, accord-
ing to a recent McKinsey quarterly report, having the ability to engage their customers
e 87 PERCENT of customers are
and leverage those relationships is the number one digital marketing challenge facing disengaged.2
marketers today.1
Read on for some proven tips on how to engage more deeply with your customers and
prospects to drive more conversions, create greater customer loyalty, increase lifetime
customer value, and generate more referrals and word-of-mouth advertising.
1. “The Biggest Challenge for Marketers: Engagement,” Steve Olenski, MarketingProfs, February 9, 2012
2. “Customer Engagement is Key to B2B Success,” Ned Smith, BusinessNewsDaily, April 15, 2012
3. Engaging with Empowered Customers: Tips for the Digital Marketer — 3
Get to Know Your
Customers Better
While messaging documents and brand positioning frameworks can help marketers
stay on message about a product or service, they don’t usually go very far to help
you ensure that you understand your audience in detail – their roles, responsibilities,
needs, and wants. That’s where personas come in.
Research is the best way to inform
Personas enable you and your marketing and your persona-creation process. From
creative staff to get into the mind of your cus- interviews and surveys to site traffic
tomers and prospects. And when you under- analysis, you’ll need quantitative
stand your audience’s world and their motiva-
and qualitative
tions, you can create experiences and content
information on
that engage them more deeply.
which to base your
To do this, start by defining a persona for each persona decisions.
of your target buyers and influencers. Give each
persona a real name, a title or position, tasks To learn more
they need to accomplish, relevant demographic about creating and using personas,
info, problems, needs, and wants. A good per- read “Best Practices for Developing
sona description also includes a narrative that Personas with the Sitecore Customer
describes the flow of that person’s day, includ- Engagement Platform.”
ing their skills, attitudes, environment, and
goals.
Then share the personas with everyone on the
marketing team as well as external agencies
and creative partners. Hopefully you also have an engagement platform that will let you
use the personas you define to track site visitor behavior and gain greater insight for
optimizing your digital marketing efforts.
4. Engaging with Empowered Customers: Tips for the Digital Marketer — 4
Understand that Relevance
Has a Shelf Life
Relevance is a key driver of engagement. peak. In being timely and relevant, mar-
Accenture states in its Point of View keters can significantly improve engage-
series, “… without relevance, nothing else ment and help prospects move farther
matters.”3 along the buying process.
Usage indicated by sphere size
70%
However, when it comes to relevance, tim- The problem is that the value of capital- Automatically send Segmented email
email based on campaigns based
ing is essential to effectiveness. Temporal izing on an interest or need in a timely 60% triggers on behavior
relevance is the fashion is proportional to the difficulty
50%
term we can apply to of the task. While research from Mar-
Level of Effectiveness
the fact that rele- ketingSherpa shows that the number- 40%
Allowed Dynamically
vance has a shelf life one way to engage a customer in terms subscribers to personalized email Segmented email
30% specify email content campaigns based
– what is interest- of relevance is with behavioral segmen- preferences on sales cycle
ing to a prospect or tation, that is segmenting based on 20%
customer now, may previous behaviors, it also shows that
not be as interest- the level of difficulty increases with ef- 10%
ing or relevant a few fectiveness (see Figure 1).4
0%
hours from now. Over time, interest wanes 0% 20% 40% 60% 80% 100%
and so does relevance. So what’s a marketer to do? You can Degree of Difficulty
start by looking for an engagement Source: MarketingSherpa Email Marketing Benchmark Survey
Methodology: Fielded Sep 2010, N=1,115
But if we capture the latest behavior of platform that lets you automate much
our prospect and then trigger an inter- of the process with defined customer in- Figure 1. Three dimensions of relevancy tactics
action based on that behavior in a very teraction scenarios and triggers that move
timely way, we harness all the power of the conversation forward with relevant
relevance. We deliver a relevant comment responses.
or opportunity while interest is still at a
3. “Got the R Factor: Driving Breakthrough Performance in the Era of Relevance,” Accenture, 2012
4. “2011 Email Marketing Benchmark Report,” MarketingSherpa
5. Engaging with Empowered Customers: Tips for the Digital Marketer — 5
Create a Natural
Conversation
When you think of a normal conversation, there’s There are three essential elements for creating more
a natural cadence to it, and each party remembers natural, deeper conversations with customers:
what was talked about in previous conversations.
The next conversation then picks up where you left 1. Customer intelligence – you need to collect in-
off in the current one. formation across channels in one central place.
2. Moments of opportunity – this is where it’s
To have intelligent, engaging your turn to speak in the conversation. You
conversations across channels, need to identify these moments throughout
you need to follow the rules the customer engagement lifecycle.
of natural conversation by
3. Automated interactions – the only way to
keeping track of the context. If
ensure a timely response is to automate the
you have siloed cha nnels and
marketing, the conversation
engagement flow, so that relevant offers and “Through a combination of keen
is constantly restarted, rather than being a single
content get provided at the height of interest. customer insight, analytics and smart
conversation that builds on the last interaction. creativity, online marketers can stand
Here’s an example of what can happen when you out amongst the 27 MILLION PIECES
put this concept into action: a prospect comes to
To create a natural conversation with each of your of content shared in the U.S. each day
your site from Google. You use the visitor’s key-
prospects and customers, you need to collect, or the 5 exabytes of information created
words to start guiding the prospect to relevant
store and mine customer intelligence across all every 2 days around the world.”5
content and interactions. You can make recommen-
your channels. Everything you learn in one chan-
dations based on what other people using those
nel – behaviors, job title, interests, attitudes –
same search terms found useful. And when that
needs to be accessible in all your other channels
prospect then downloads a report you suggested,
so you can continue the conversation wherever it
that information together with the search terms
left off.
used and other online behavior helps you determine
the right content or offer to suggest next.
5. “An Optimized Framework for Better Content Marketing & SEO,” Lee Odden, TopRank Online Marketing Blog, October 2011
6. Engaging with Empowered Customers: Tips for the Digital Marketer — 6
Take Personalization to
the Next Level
You’ve undoubtedly read the reports that ment toolkit. So how can you take your person-
personalization increases conversions and alization efforts to the next level?
the average dollar amount spent. And you’ve
IDC believes that
probably experienced the power of personal- It starts with data – information that you are
probably already collecting in some way
personalization is a
ization as a consumer. But many companies
about your prospects and critical function for
still haven’t moved beyond personalizing email
with the customer’s name. In fact, personaliza- customers. The data includes all digital marketing
tion is one of the most under-utilized strate- interest level, keywords infrastructures.
gies in marketing. used, preferences, behav- Reaching your
iors, needs, wants, patterns audience sooner
of usage, and more. and grooming
them through a
Then you need to model scenarios completely
for what content or offer to present personalized
next in the customer lifecycle that would be experience will be
most relevant based on this data. Technol-
key to gaining
ogy that can sense and adapt to site visitors’
market share.7
behaviors can help you automate your scenar-
But it shouldn’t be – it should be one of the ios to personalize the experience and deepen
most important tools in your digital engage- the engagement.
6. “Customer Experience Optimization: A Custom Website for Every Customer,” Mark Simpson, CMSWire, March 27, 2012
7. “The Personalization Paradox: To get more personal, B2B marketers need to think in terms of accounts,” Gerry Murray, Technology Marketing Blog, March 28, 2012
7. Engaging with Empowered Customers: Tips for the Digital Marketer — 7
Measure Engagement
Value, Not Just Clicks
Measuring open rate, clicks, and traffic to your site are metrics that show digital marketing perfor-
mance from a volume perspective. But two-way conversations and customer engagement with the
brand can’t be measured using purely quantitative methods.
You need a way to measure engagement so you know what’s
working. One way to do this is to start tracking and measuring
engagement value. You can do that by assigning a value or points
to interactions throughout the customer lifecycle. These inter-
actions are your conversion goals and should be indicative or
predictive of revenue. For instance, signing up
for a free trial of a product or service demon-
strates a certain level of engagement and you
would assign a value accordingly.
By tracking engagement value, you can begin
to see trends that you might not see if you’re
only looking at volume statistics and trends. For
example, let’s say traffic to your site has increased, but engage-
ment value is going down, that tells you that there’s a problem
somewhere in your cross-channel interactions. You wouldn’t have
known you had a problem at all if you had only been looking at the
volume of traffic. Example of tracking
engagement value for
With engagement value, you can understand how channels are affecting engagement and which
a website
interactions are performing better than others.
8. Engaging with Empowered Customers: Tips for the Digital Marketer — 8
Embrace Today’s Cross-
Channel Buying Process
Customers are empowered by access to infor- and techniques into place that let you under-
mation and it’s changed the buying process, stand and embrace the interplay between all
shifting the balance of power to the customer. your channels and touch points – from your
Google calls it the Zero Moment of Truth, and website to social media, from email to mobile.
it’s the new decision-making moment that You need to create a seamless experience “… Starbucks[is] a multichannel
happens when customers across these channels and leader that connects the dots among
go online and start to learn touch points, knocking down in-store, online,
about a product or service. any silos you may have so mobile and social
that you can listen and learn media environments
That new decision-making in every channel and then with a common
moment happens across apply that insight across all
language, look-and-
channels and devices, with your channels.
customers interacting with
feel, philosophy and
brands and content in real While this is no small feat, it’s commitment to personalization and
time. Many companies have a marketing imperative if you intent-based options.”9
marketing strategies and want to deepen engagement
campaigns targeted towards specific channels. and stop frustrating customers and prospects
They may even have a cross-channel cam- with messages, content, and offers that don’t
paign that starts in one channel and crosses to recognize behaviors happening in other chan-
another like a contest on a Facebook page that nels. With insight across all your channels, you
links to a corporate website. can then adapt your interactions, personalize
them, and become more relevant to customers
But that’s not enough. The trick to adapting to throughout the customer lifecycle.
today’s buying process is to put action plans
9. “Got the R Factor: Driving Breakthrough Performance in the Era of Relevance,” Accenture
9. Engaging with Empowered Customers: Tips for the Digital Marketer — 9
Marketing has changed.
Is your company ready?
In the age of the empowered customer, it’s The tactics described in this eBook can help More resources on
clear that the nature of marketing is changing you re-structure your marketing strategy going
in fundamental ways. Traditional marketing forward to adapt to the new imperatives in customer engagement:
is fast losing its effectiveness. Today, online today’s digital-powered world. From breaking
customer engagement is mandatory. Deliver- down silos between channels to intelligently From Web Analytics
ing relevant, valuable interactions that earn responding to your customers as part of a two- to Engagement
prospects’ and customers’ interest and trust is way conversation, you’ll be laying the ground- Analytics—Quality
the new way to build your brand. work for more conversions, greater revenue, Over Quantity:
and happier customers. white paper
Five Steps for
Enhancing Your
Online Customer
Engagement:
webinar
Drive Bottom
Line Impact with
Engagement
Analytics:
podcast and webinar