CMOs should use accountability to build a bridge between marketing and the rest of the organisation. To change the perception that marketing is a cost centre, investments in marketing must translate to the bottom line results. Yet most marketing professionals don’t dare to to assume accountability on the bottom line results and to prove their contribution to the organisation. Last year we launched the first study called ‘Can B2B marketers show ROI?’, as we wanted to see how CMO’s has taken MPM into their organisations in 2015, we re-visited about 30 CMO’s and surveyed them about this topic.

1. From ROI to customer journey success
Shimon Ben Ayoun
@shimonbenayoun
B2B Marketing Forum 2016
#b2bnlManaging Partner
spotONvision

2. What is Success?
Persist
Passion
Hard work
Focus Improve
Push

3. Marketer’s appetite for the customer journey is growing #b2bnl

4. #b2bnl

5. #b2bnl
CMOs struggle with customer journey and adaptability
Survey by The CMO Council of 150 senior marketing executives in North America and Europe.
95%
How do we manage customer journeys?
How do we know what works?
How can we track & optimize results?
How do we prove the value of marketing?

6. Why is it so difficult?
Fundamental misalignment of data sources (96%)
Rapidly changing customer habits and channel preferences
Fragmented campaigns & programs
Misalignment between marketing, sales, service, support, etc.
#b2bnl

9. #b2bnlLet’s align how we conceive the customer journey

10. But, do we invest our marketing budgets accordingly? #b2bnl

11. What are the marketing priorities? #b2bnl

12. Focus is mainly on new business #b2bnl

13. Are we ready for the customer journey challenge? #b2bnl

14. The value of marketing?
Do not have the right performance frameworks, needed to
manage customer journeys effectively42%
Can’t prove that marketing programmes add value to the
organization80%
Is still not using integrated marketing dashboards77%
#b2bnl

15. What are the top challenges to get there? #b2bnl

16. Focus on your customer journey success
#b2bnl

17. What is customer-centric marketing? #b2bnl

18. 1. Programmes
The overall plan | One buyer persona | Central theme
Can involve multiple journey stages.
2. Dialogues (instead of campaigns)
Conversation with a purpose
Set of tactics | One journey stage | Buyer question.
3. Tactics & Channels
Marketer’s means to engage | Online | Offline
e.g. Webinar, Event, Whitepaper, Video, E-mail, SEA, Online display.
Developing integrated Customer-Centric Marketing #b2bnl

19. Marketing programme – Marketing ROI
Dialogue: Awareness
Question: - How do B2B marketers nowadays
measure and improve performance?
Dialogue: Consideration
Question: - What is Marketing Automation?
- How do I use MAP to measure customer
journey success?
Dialogue: Purchase
Question: - Which partners can help
us implement & optimize?
Infographic
Blog
Online display
Awareness
Consideration
Webinar
eDM
Whitepaper
Decision
Sales enablement
Demo
“I need to prove
marketing ROI.”
#b2bnl

20. #b2bnlHow to measure success?
Customer Journey results can be measured on three levels:
1. Programme
2. Dialogue
3. Tactics
Total programme results (new, existing)
Results per stage (e.g. awareness, consideration)
Results of individual tactics (e.g. webinars, whitepapers)

21. Programme success
Success Metrics New
Marketing leads generated
Pipeline generated from marketing leads
Deals won from marketing leads
Revenue generated from marketing leads
Success Metrics Existing
Opportunities created
Opportunities won
Marketing influenced revenue
Marketing attributed revenue
Operational metrics
Programme ROI
Marketing cost per lead
Marketing cost per customer acquired
Average deal size
#b2bnl

22. Dialogue success
Awareness Consideration Decision Initiate
Reach
Impressions
Page views
Visitors
Clicks
Gross Rating Points
Downloads
Participation events
Info requests
Form submits
Marketing Qualified
Leads
Sales Qualfied Leads
Opportunities created
Deals won
Order Intake
Margin
Churn
Repeat buys
Contract duration
Net Promoter Score
Engage
Retention, prolongation
Order Intake cross-sell
Order Intake upsell
Net Promoter Score
Advocacy
Revenue referrals
Testimonials
Brand mentions
Net Promoter Score
Operational metrics
Conversion rates
Lead score development
#b2bnl

23. Dialogue success
Consideration
Downloads
Participation events
Info requests
Form submits
Marketing Qualified Leads
#b2bnl

24. Tactics & Content Success #b2bnl

25. Tactics & Content Success #b2bnl

26. Understand your buyer/customer and his/her journey
Align your marketing programmes with the customer journey
Structure your marketing in Programmes, Dialogues and Tactics
Experiment the measuring on tactics/dialogue/programme level
Don’t forget to bundle your data sources
Invest in education and continually improve your knowledge
So, what we need to do? #b2bnl

28. Thank you!
Adwin Gerritsen
adwin@spotonvision.com
@Adwin_G
Shimon Ben Ayoun
shimon@spotonvision.com
@shimonbenayoun
Want to learn more about measuring customer journey success?
Join our one-to-one coaching session