Customers have more power than ever before. In fact, 90% of buyers claim they would spend more because of excellent customer service. But, it’s hard to deliver excellent customer service. Communication channels are siloed, difficult to share, and it takes too long to gather the context you need to communicate with your customers. In this session, you'll learn how to build a modern customer experience in HubSpot's Service Hub and how you can use that to fight friction and turn your customers into a growth engine.
Coaching for agile leadership with the #LeadershipDancefloorAngel Diaz-Maroto
We are growing a new generation of organizations and leadership is the key factor to succeed in this endeavour. The leadershipdancefloor is a meta-framework to structure conversations for leadership development.
The purpose of this workshop is to explain this conversational strategy specifically designed to generate influence in social systems such as organizations and teams.
The leadershipdancefloor is structured in 4 dimensions:
Purpose: deepen on the ultimate result that the leader expects to happen in the organization,
Context: build the bridge from "my purpose" to "our purpose" by agreeing on "what is important here and now"
Leader: Understanding the identity, options and leadership style that are more compatible for this purpose on this context
Collective: Exploring the culture, relations and practices that can help the system reach the purpose
Particularly this talk will be focused on how to use the #Leadershipdancefloor in the context of helping leaders nurturing Business Agility in their organisation.
The #leadershipdancefloor integrates distinctions from co-active coaching, ontological coaching, systemic coaching, generative leadership, conscious business, complexity thinking, Integral theory, CVF, DiSC among other validates studies and models. This meta-framework has been used to train and coach more than one thousand of leaders worldwide and is the foundations for my Certified Agile Leadership Coaching program, approved both as a Certified Agile Leadership (CAL) program by the Scrum Alliance and Continuous Coach Education program by the International Coaching Federation (ICF).
The document discusses four steps to help businesses survive a recession: 1) Understand how to take market share from competitors by identifying their strengths and weaknesses. 2) Create a competitive advantage to eliminate competitors' advantages by focusing on brand positioning. 3) Build customer loyalty by training employees to be brand advocates. 4) Use cost-effective online communication strategies like social media to communicate with customers at a low price. The overall strategy aims to make businesses "recession proof" through competitive analysis, brand management, customer loyalty, and digital marketing.
The document outlines the phases and processes involved in implementing a franchising strategy and programme. It discusses defining the strategic direction, analyzing the current situation, developing and testing solutions, and implementing solutions across units. It also describes the franchisee management process, evaluation and selection process, franchisee value proposition, policies, training, and performance management. The selection process uses a "triangulation" approach, evaluating candidates based on their application, a site visit, and a structured behavioral interview. Franchisees are assigned designated territories and are expected not to deal in competing products.
The document outlines elements of a business model canvas, including key parts of a business such as value propositions, distribution channels, customer relationships, revenue streams, and more. It provides discussion questions to help define each part of the model for a particular business. Examples are given to illustrate different business model patterns and strategies.
Product Edition: How we leverage UserTestingUserTesting
As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.
In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets
The document discusses the importance of connecting with buyers in an inbound way and how to execute the connect stage of the inbound sales methodology. It recommends defining buyer personas, outreach sequences for each persona, and personalized outreach content. It provides examples of developing buyer personas, sequences, and content for different lead sources like inbound leads and common connections. The document also provides examples of scripts for connect calls with different lead types and how to get buyer buy-in for longer exploratory conversations.
Adthena Search Marketing Breakfast Briefing: Winning with StyleAdthena
This event took place on April 18 2018
Search marketing experts reveal practical and tactical approaches to improving PPC campaign performance.
This event will get you thinking outside of the box and give you the actionable insights you need to improve your ROI from search. If you want to win it is crucial that you stay one step ahead of your competition. Hear the latest cutting edge marketing techniques from top search professionals, and get a sneak peek of the latest AI-driven keyword categorization tech from Adthena.
Agenda
- Don't F**k Up Your Paid Search, Daniel Wilkinson, Jellyfish
- Behavioral Microeconomics and PPC Ad Copy, Clark Boyd, ClickZ
- What's New In Search Intelligence? Ashley Fletcher, VP of Marketing, Adthena
Infinity Contact is a company founded in 1996 that provides integrated campaign solutions to help clients attract and retain customers. It discusses its focus on sales solutions for customer acquisition and loyalty through its Buyerlytics System. The document provides information on Infinity Contact's mission, outcomes for clients, capabilities, and testimonials from CEO and President on the business problems they solve and benefits clients experience working with Infinity Contact.
Coaching for agile leadership with the #LeadershipDancefloorAngel Diaz-Maroto
We are growing a new generation of organizations and leadership is the key factor to succeed in this endeavour. The leadershipdancefloor is a meta-framework to structure conversations for leadership development.
The purpose of this workshop is to explain this conversational strategy specifically designed to generate influence in social systems such as organizations and teams.
The leadershipdancefloor is structured in 4 dimensions:
Purpose: deepen on the ultimate result that the leader expects to happen in the organization,
Context: build the bridge from "my purpose" to "our purpose" by agreeing on "what is important here and now"
Leader: Understanding the identity, options and leadership style that are more compatible for this purpose on this context
Collective: Exploring the culture, relations and practices that can help the system reach the purpose
Particularly this talk will be focused on how to use the #Leadershipdancefloor in the context of helping leaders nurturing Business Agility in their organisation.
The #leadershipdancefloor integrates distinctions from co-active coaching, ontological coaching, systemic coaching, generative leadership, conscious business, complexity thinking, Integral theory, CVF, DiSC among other validates studies and models. This meta-framework has been used to train and coach more than one thousand of leaders worldwide and is the foundations for my Certified Agile Leadership Coaching program, approved both as a Certified Agile Leadership (CAL) program by the Scrum Alliance and Continuous Coach Education program by the International Coaching Federation (ICF).
The document discusses four steps to help businesses survive a recession: 1) Understand how to take market share from competitors by identifying their strengths and weaknesses. 2) Create a competitive advantage to eliminate competitors' advantages by focusing on brand positioning. 3) Build customer loyalty by training employees to be brand advocates. 4) Use cost-effective online communication strategies like social media to communicate with customers at a low price. The overall strategy aims to make businesses "recession proof" through competitive analysis, brand management, customer loyalty, and digital marketing.
The document outlines the phases and processes involved in implementing a franchising strategy and programme. It discusses defining the strategic direction, analyzing the current situation, developing and testing solutions, and implementing solutions across units. It also describes the franchisee management process, evaluation and selection process, franchisee value proposition, policies, training, and performance management. The selection process uses a "triangulation" approach, evaluating candidates based on their application, a site visit, and a structured behavioral interview. Franchisees are assigned designated territories and are expected not to deal in competing products.
The document outlines elements of a business model canvas, including key parts of a business such as value propositions, distribution channels, customer relationships, revenue streams, and more. It provides discussion questions to help define each part of the model for a particular business. Examples are given to illustrate different business model patterns and strategies.
Product Edition: How we leverage UserTestingUserTesting
As Product Managers, you’re responsible for delivering game-changing products that both delight customers and grow the business. It’s also critical that the product decisions you make get buy-in from key stakeholders, whether it’s from your direct team or executives. Not only that, these decisions need to be made faster than ever before.
In our first installment of the Product Edition Webinar, UserTesting's Director of Product Brian Tran will share a few ways he leverages the UserTesting platform for product discovery and validation, to make decisions quickly and confidently.
You’ll learn how to use UserTesting to:
Uncover key unmet customer needs
Understand the perceived value of your product to determine pricing
Validate and prioritize feature sets
The document discusses the importance of connecting with buyers in an inbound way and how to execute the connect stage of the inbound sales methodology. It recommends defining buyer personas, outreach sequences for each persona, and personalized outreach content. It provides examples of developing buyer personas, sequences, and content for different lead sources like inbound leads and common connections. The document also provides examples of scripts for connect calls with different lead types and how to get buyer buy-in for longer exploratory conversations.
Adthena Search Marketing Breakfast Briefing: Winning with StyleAdthena
This event took place on April 18 2018
Search marketing experts reveal practical and tactical approaches to improving PPC campaign performance.
This event will get you thinking outside of the box and give you the actionable insights you need to improve your ROI from search. If you want to win it is crucial that you stay one step ahead of your competition. Hear the latest cutting edge marketing techniques from top search professionals, and get a sneak peek of the latest AI-driven keyword categorization tech from Adthena.
Agenda
- Don't F**k Up Your Paid Search, Daniel Wilkinson, Jellyfish
- Behavioral Microeconomics and PPC Ad Copy, Clark Boyd, ClickZ
- What's New In Search Intelligence? Ashley Fletcher, VP of Marketing, Adthena
Infinity Contact is a company founded in 1996 that provides integrated campaign solutions to help clients attract and retain customers. It discusses its focus on sales solutions for customer acquisition and loyalty through its Buyerlytics System. The document provides information on Infinity Contact's mission, outcomes for clients, capabilities, and testimonials from CEO and President on the business problems they solve and benefits clients experience working with Infinity Contact.
This document contains sample questions and answers related to marketing chapters. It includes:
- 10 questions for Chapter 19 on personal communications and direct marketing.
- Concept explanations and questions/answers for chapters on new product development, market share analysis, and issues in direct marketing.
- Questions are provided as examples for improving learning and assessing understanding of key concepts. Some questions are improved by rephrasing or adding context.
PulseCheck2016 How we manage reviews, references, and advocacyGainsight
The document discusses how Apttus and Gainsight manage customer advocacy programs. It provides details on how:
- Both companies align their customer success and marketing teams to recruit and enable advocates through programs like user conferences, communities, and incentive programs.
- Apttus built advocacy over time by increasing conference attendance, launching a community, and aligning sales and marketing. Gainsight improved reference processes and measures advocacy impact.
- Gainsight measures advocacy outcomes like referrals, tracks advocates in sales pipelines, and aligns different advocacy activities to customer lifecycles.
This document outlines best practices in B2B marketing based on a proprietary research study. It discusses how B2B companies with over 15% 3-year growth (Growth Gurus) differ from others in their marketing approaches. Growth Gurus are more likely to lead with customers, make marketing strategic, build strong brands, execute precisely, and test and learn. Specific practices covered include understanding customers, developing value propositions, building brand capabilities, social media strategy, and implementing marketing strategies across all touchpoints.
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs on an "make an appointment" button. Version A focused on expertise messaging while Version B emphasized location. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversions and outlines several other A/B tests conducted by MECLABS on topics like email messaging, form controls and lead nurturing. It announces an upcoming webinar on optimizing pages to market multiple products.
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs to schedule an appointment. Version A emphasized the expertise of consultants while Version B focused on office locations. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversion and outlines findings from other optimization experiments.
RXA Outsell and Vistadash MTA AAAS PresentationJason Harper
This presentation shows the results of the Multi-Touch Media Attribution model RXA produced with Outsell and Vistadash. This was presented at the Automotive Analytics and Attribution Summit in Palm Beach, FL November 20, 2018.
Jason Harper
CEO
www.RXA.io
Customer retention is the new acquisition, but there’s no single strategy to reduce churn and retain subscribers at scale. Brightback, the first retention automation software for subscription businesses, surveyed 300+ CEOs, founders and executives across 28 industries about their retention challenges, and what strategies and tools they’re using to grow their subscribers successfully. In this webinar, Guy Marion, CEO and founder of Brightback and Suneet Bhatt, General Manager at Crazy Egg discuss the top 6 trends that surfaced from the findings and how they apply to B2B and B2C companies today.
Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand.
This webinar talks through 6 post lock down tactics that can help us achieve this.
Event ROI: It’s every experiential marketer’s white whale. Sixty-three percent of event professionals cite ROI as their biggest marketing challenge. In this session, discover how with strategic planning, a shift in mindset and the right event technology, measuring event ROI becomes easier and one of the most exciting aspects of experiential marketing. Walk away with the tools and strategies needed to collect the right data, interpret the data and transform it into compelling findings your C-Suite decision-makers will understand.
Key Takeaways:
* Learn what data will lead to a higher ROI
* Simple but powerful tools to collect and convey data
* Better understand the C-Suite language to better translate findings
Becca Lyon, Senior Manager, Marketing Strategy, Agency EA
With more than seven years of industry experience, Becca brings a powerful blend of both marketing and experiential knowledge to her role at Agency EA. As Senior Manager, Marketing Strategy, she spearheads a data-first approach to every facet of EA’s marketing strategy. With a focus on analytics, digital marketing and audience insight, Becca successfully evolves EA’s brand and supports the agency’s steady growth. Becca knows the “why” behind each agency marketing decision made and has the numbers to prove it. In her tenure, she has concepted and managed strategic marketing campaigns and events for notable brands including Samsung, Target, Intuit, Hilton Worldwide, Ferrari, Maserati and GSV. Becca is an alumni of University of Iowa with a degree in Business Communications.
How Corporate Reorganization Creates Risk (and Opportunity) for Intelligence ...IntelCollab.com
The document summarizes a webinar about how corporate reorganization can create risks and opportunities for intelligence effectiveness. It introduces the speakers Karen Somerville and Terry Kerby and provides an agenda that discusses utilizing coaching to mitigate risks, identifying changes in competitor organizations, and risks of internal changes. It also includes polls to engage participants.
The document provides guidance to vendors on building a strategic relationship with Gartner to drive growth. It outlines how Gartner can help with sales effectiveness, brand awareness, product development, channel partners, and other areas. Gartner recommends strategically involving them early to improve critical decisions, support long-term growth, and mitigate risks. Specific support examples include reviewing marketing activities, validating technology and messaging, providing competitive insights, and advising on product launches, pricing, and other initiatives.
The document discusses the key components of a successful strategic sales plan in three phases. Phase I involves understanding customers, competitors, pricing and market factors. Phase II focuses on defining the ideal customer, competitive advantages, sales goals and conducting ongoing competitor analysis. Phase III emphasizes that the sales plan is dynamic and must be continuously maintained, adjusted and reviewed for the organization to continue to succeed. The sales plan is described as the "life blood" for an organization's ongoing success.
The document discusses the key components of a successful strategic sales plan in three phases. Phase I involves understanding customers, competitors, pricing and market factors. Phase II focuses on defining the ideal customer, competitive advantages, sales goals and conducting ongoing competitor analysis. Phase III emphasizes that the sales plan is dynamic and must be continuously maintained, adjusted and reviewed for the organization to continue to succeed. The sales plan is described as the "life blood" for an organization's ongoing success.
[Future of ABM Webinar Series] Mission 4: Customer-Powered ABM – How to Use A...Engagio
Customers offer the trusted information that buyers value most, and their business networks are rich with potential prospects. Don’t fail to call on your customer community in your ABM strategy, or you will miss the impact that advocates can bring. Join Influitive, G2 Crowd, and Engagio in this presentation to learn how leading B2B businesses strategically source, incorporate, and align customer voices in sales and throughout the ABM funnel to increase conversion rates and accelerate deals.
You'll discover how to:
— Leverage customer relationships throughout the buying process
— Weave customer references into your ABM strategy
— Change the way buying decisions are made with customer reviews
Check out our webinar series space flight program! This webinar is Mission 4 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
Chapter 19 managing personal communications yuanYuanJiao
This document contains 10 multiple choice questions about managing personal communications. It tests understanding of key concepts like direct marketing, direct mail, catalog marketing, telephone marketing, interactive marketing, guidelines for productive email marketing, microsites, buzz marketing, viral marketing, and steps for managing a sales force. The questions are followed by short explanations of the correct answers.
The document provides an overview of developing a retail strategy focused on finding the best customer. It discusses understanding the business and competition through analysis, refining the customer value proposition, and leveraging innovation. The strategy development process involves three stages: looking, listening and learning about the marketplace and customers; evaluating, collaborating and testing ideas; and assembling and executing the final strategy. Key elements include analyzing financial and category level product data, understanding customer profiles and segments, and using filters to deeply examine the business and opportunities. The overall goal is to build a strategy that creates profitable growth through a customer-centric approach.
This document provides a 5-step guide to analyze and eliminate wasted spending on Google Ads. It begins with an introduction on how advertisers can save millions by optimizing bids. Step 1 involves analyzing keyword level efficiency by revealing the percentage of spending on non-converting keywords. Industry benchmarks suggest B2B advertisers typically see 60% of spending this way, while B2C retailers see 15-30%. The document then outlines the other 4 steps to analyze location, time/day, device efficiency and identify opportunities to improve returns.
Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
Watch Dan Ross, Managing Director for Optimizely ANZ in our latest webinar from the Experimentation Insights Tour -- "7 Habits of Highly Effective Personalisation Organisations”
Watch the webinar here: https://optimizely.wistia.com/medias/cun66mnkwt
Take Optimizely's Maturity Assessment here: https://www.optimizely.com/maturity-model/
DESCRIPTION: Create a data-driven culture and affect business decisions at the broader company level. When most people think of experimentation or testing, they think of sales and marketing.
However, to do real customer experience optimisation, you need to think about all the ways your customers are interacting with you.
The right mix to support building your programme into a centre of excellence is critical: you need a team that helps create a data-driven culture.
Watch this webinar so you can:
* Think more deeply about the future of your program and the makeup of your team
* Consider which hard and soft skill sets your testing organisation needs
* Build a well-rounded optimisation team that is visible, sustainable, and efficient
About Optimizely
Optimizely is the world's leading experimentation platform, enabling businesses to deliver continuous experimentation and personalisation across websites, mobile apps and connected devices. Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience.
The platform’s ease of use and speed of deployment empower organisations to create and run bold experiments that help them make data-driven decisions and grow faster.
To date, marketers, developers and product managers have delivered over 700 billion experiences tailored to the needs of their customers. Optimizely’s global client base includes Atlassian, eBay, Fox, IBM, The New York Times, LendingClub, Hotwire, Microsoft and many more leading businesses.
To learn more about customer experience optimisation, visit optimizely.com
This document contains sample questions and answers related to marketing chapters. It includes:
- 10 questions for Chapter 19 on personal communications and direct marketing.
- Concept explanations and questions/answers for chapters on new product development, market share analysis, and issues in direct marketing.
- Questions are provided as examples for improving learning and assessing understanding of key concepts. Some questions are improved by rephrasing or adding context.
PulseCheck2016 How we manage reviews, references, and advocacyGainsight
The document discusses how Apttus and Gainsight manage customer advocacy programs. It provides details on how:
- Both companies align their customer success and marketing teams to recruit and enable advocates through programs like user conferences, communities, and incentive programs.
- Apttus built advocacy over time by increasing conference attendance, launching a community, and aligning sales and marketing. Gainsight improved reference processes and measures advocacy impact.
- Gainsight measures advocacy outcomes like referrals, tracks advocates in sales pipelines, and aligns different advocacy activities to customer lifecycles.
This document outlines best practices in B2B marketing based on a proprietary research study. It discusses how B2B companies with over 15% 3-year growth (Growth Gurus) differ from others in their marketing approaches. Growth Gurus are more likely to lead with customers, make marketing strategic, build strong brands, execute precisely, and test and learn. Specific practices covered include understanding customers, developing value propositions, building brand capabilities, social media strategy, and implementing marketing strategies across all touchpoints.
How to Achieve a 232% Lift: The repeatable methodology one company used to ge...MarketingExperiments
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs on an "make an appointment" button. Version A focused on expertise messaging while Version B emphasized location. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversions and outlines several other A/B tests conducted by MECLABS on topics like email messaging, form controls and lead nurturing. It announces an upcoming webinar on optimizing pages to market multiple products.
The document summarizes the results of an A/B test conducted by MECLABS, a research organization, for a large financial consultancy. The goal was to increase clickthroughs to schedule an appointment. Version A emphasized the expertise of consultants while Version B focused on office locations. Version B performed significantly better, achieving a 232% increase in clickthrough rate compared to Version A. The document then discusses key principles for understanding what drives conversion and outlines findings from other optimization experiments.
RXA Outsell and Vistadash MTA AAAS PresentationJason Harper
This presentation shows the results of the Multi-Touch Media Attribution model RXA produced with Outsell and Vistadash. This was presented at the Automotive Analytics and Attribution Summit in Palm Beach, FL November 20, 2018.
Jason Harper
CEO
www.RXA.io
Customer retention is the new acquisition, but there’s no single strategy to reduce churn and retain subscribers at scale. Brightback, the first retention automation software for subscription businesses, surveyed 300+ CEOs, founders and executives across 28 industries about their retention challenges, and what strategies and tools they’re using to grow their subscribers successfully. In this webinar, Guy Marion, CEO and founder of Brightback and Suneet Bhatt, General Manager at Crazy Egg discuss the top 6 trends that surfaced from the findings and how they apply to B2B and B2C companies today.
Covid-19 has had a significant impact on the global economy, to say the least. This impact means that we, as business owners and marketers, need to action the right kind of measures to ensure we are able to survive and come out at the other end with a strong brand.
This webinar talks through 6 post lock down tactics that can help us achieve this.
Event ROI: It’s every experiential marketer’s white whale. Sixty-three percent of event professionals cite ROI as their biggest marketing challenge. In this session, discover how with strategic planning, a shift in mindset and the right event technology, measuring event ROI becomes easier and one of the most exciting aspects of experiential marketing. Walk away with the tools and strategies needed to collect the right data, interpret the data and transform it into compelling findings your C-Suite decision-makers will understand.
Key Takeaways:
* Learn what data will lead to a higher ROI
* Simple but powerful tools to collect and convey data
* Better understand the C-Suite language to better translate findings
Becca Lyon, Senior Manager, Marketing Strategy, Agency EA
With more than seven years of industry experience, Becca brings a powerful blend of both marketing and experiential knowledge to her role at Agency EA. As Senior Manager, Marketing Strategy, she spearheads a data-first approach to every facet of EA’s marketing strategy. With a focus on analytics, digital marketing and audience insight, Becca successfully evolves EA’s brand and supports the agency’s steady growth. Becca knows the “why” behind each agency marketing decision made and has the numbers to prove it. In her tenure, she has concepted and managed strategic marketing campaigns and events for notable brands including Samsung, Target, Intuit, Hilton Worldwide, Ferrari, Maserati and GSV. Becca is an alumni of University of Iowa with a degree in Business Communications.
How Corporate Reorganization Creates Risk (and Opportunity) for Intelligence ...IntelCollab.com
The document summarizes a webinar about how corporate reorganization can create risks and opportunities for intelligence effectiveness. It introduces the speakers Karen Somerville and Terry Kerby and provides an agenda that discusses utilizing coaching to mitigate risks, identifying changes in competitor organizations, and risks of internal changes. It also includes polls to engage participants.
The document provides guidance to vendors on building a strategic relationship with Gartner to drive growth. It outlines how Gartner can help with sales effectiveness, brand awareness, product development, channel partners, and other areas. Gartner recommends strategically involving them early to improve critical decisions, support long-term growth, and mitigate risks. Specific support examples include reviewing marketing activities, validating technology and messaging, providing competitive insights, and advising on product launches, pricing, and other initiatives.
The document discusses the key components of a successful strategic sales plan in three phases. Phase I involves understanding customers, competitors, pricing and market factors. Phase II focuses on defining the ideal customer, competitive advantages, sales goals and conducting ongoing competitor analysis. Phase III emphasizes that the sales plan is dynamic and must be continuously maintained, adjusted and reviewed for the organization to continue to succeed. The sales plan is described as the "life blood" for an organization's ongoing success.
The document discusses the key components of a successful strategic sales plan in three phases. Phase I involves understanding customers, competitors, pricing and market factors. Phase II focuses on defining the ideal customer, competitive advantages, sales goals and conducting ongoing competitor analysis. Phase III emphasizes that the sales plan is dynamic and must be continuously maintained, adjusted and reviewed for the organization to continue to succeed. The sales plan is described as the "life blood" for an organization's ongoing success.
[Future of ABM Webinar Series] Mission 4: Customer-Powered ABM – How to Use A...Engagio
Customers offer the trusted information that buyers value most, and their business networks are rich with potential prospects. Don’t fail to call on your customer community in your ABM strategy, or you will miss the impact that advocates can bring. Join Influitive, G2 Crowd, and Engagio in this presentation to learn how leading B2B businesses strategically source, incorporate, and align customer voices in sales and throughout the ABM funnel to increase conversion rates and accelerate deals.
You'll discover how to:
— Leverage customer relationships throughout the buying process
— Weave customer references into your ABM strategy
— Change the way buying decisions are made with customer reviews
Check out our webinar series space flight program! This webinar is Mission 4 of the Future of ABM 5-part webinar series where we discuss the new trends shaping the future of ABM! This series features thought leaders who will help you stay ahead of the ABM curve and give you tips to enable the 1:1 reality. Learn More: https://www.engagio.com/future
Chapter 19 managing personal communications yuanYuanJiao
This document contains 10 multiple choice questions about managing personal communications. It tests understanding of key concepts like direct marketing, direct mail, catalog marketing, telephone marketing, interactive marketing, guidelines for productive email marketing, microsites, buzz marketing, viral marketing, and steps for managing a sales force. The questions are followed by short explanations of the correct answers.
The document provides an overview of developing a retail strategy focused on finding the best customer. It discusses understanding the business and competition through analysis, refining the customer value proposition, and leveraging innovation. The strategy development process involves three stages: looking, listening and learning about the marketplace and customers; evaluating, collaborating and testing ideas; and assembling and executing the final strategy. Key elements include analyzing financial and category level product data, understanding customer profiles and segments, and using filters to deeply examine the business and opportunities. The overall goal is to build a strategy that creates profitable growth through a customer-centric approach.
This document provides a 5-step guide to analyze and eliminate wasted spending on Google Ads. It begins with an introduction on how advertisers can save millions by optimizing bids. Step 1 involves analyzing keyword level efficiency by revealing the percentage of spending on non-converting keywords. Industry benchmarks suggest B2B advertisers typically see 60% of spending this way, while B2C retailers see 15-30%. The document then outlines the other 4 steps to analyze location, time/day, device efficiency and identify opportunities to improve returns.
Learn how to create a message which resonates with your target audience. Additionally, explore how to develop a comprehensive marketing and public relations strategy.
Integrated Marketing
Every year we talk about it, add it to our strategic road map and tell our peers we will become much better at it, but does it really happen? Hear one leading expert's successes in multi-channel marketing and integrated strategies, as well as the steps taken to get off the bench and into the game.
* Susan Prater, Director of Marketing, Masco Cabinetry (@susanprater)
Watch Dan Ross, Managing Director for Optimizely ANZ in our latest webinar from the Experimentation Insights Tour -- "7 Habits of Highly Effective Personalisation Organisations”
Watch the webinar here: https://optimizely.wistia.com/medias/cun66mnkwt
Take Optimizely's Maturity Assessment here: https://www.optimizely.com/maturity-model/
DESCRIPTION: Create a data-driven culture and affect business decisions at the broader company level. When most people think of experimentation or testing, they think of sales and marketing.
However, to do real customer experience optimisation, you need to think about all the ways your customers are interacting with you.
The right mix to support building your programme into a centre of excellence is critical: you need a team that helps create a data-driven culture.
Watch this webinar so you can:
* Think more deeply about the future of your program and the makeup of your team
* Consider which hard and soft skill sets your testing organisation needs
* Build a well-rounded optimisation team that is visible, sustainable, and efficient
About Optimizely
Optimizely is the world's leading experimentation platform, enabling businesses to deliver continuous experimentation and personalisation across websites, mobile apps and connected devices. Optimizely enables businesses to experiment deeply into their technology stack and broadly across the entire customer experience.
The platform’s ease of use and speed of deployment empower organisations to create and run bold experiments that help them make data-driven decisions and grow faster.
To date, marketers, developers and product managers have delivered over 700 billion experiences tailored to the needs of their customers. Optimizely’s global client base includes Atlassian, eBay, Fox, IBM, The New York Times, LendingClub, Hotwire, Microsoft and many more leading businesses.
To learn more about customer experience optimisation, visit optimizely.com
Similar to How to Eliminate Friction and Build a Modern Customer Experience (20)
Explore the key differences between silicone sponge rubber and foam rubber in this comprehensive presentation. Learn about their unique properties, manufacturing processes, and applications across various industries. Discover how each material performs in terms of temperature resistance, chemical resistance, and cost-effectiveness. Gain insights from real-world case studies and make informed decisions for your projects.
3. #PARTNERDAY18
An actionable framework
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13. 2.8 3.0 3.2 3.4
3.6 3.8
Source: The Atlantic
Mean
availability
Mean review
quality
1.0
0.8
0.6
0.4
21% more likely to
have sold out all 7pm
tables
14. 3.2 3.4 3.6 3.8
4.0 4.2
Source: The Atlantic
Mean
availability
Mean review
quality
0.8
0.7
0.6
0.5
0.4
0.3
15. 3.2 3.4 3.6 3.8
4.0 4.2
Source: The Atlantic
0.8
0.7
0.6
0.5
0.4
0.3
Mean
availability
Mean review
quality
19% more likely to
have sold out ALL
tables
32. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
81% of consumers would spread negative word
of mouth if they encountered friction with a brand.
Source: The Effortless Experience
#INBOUND19
33. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
34. Place an order with
one click
FRICTIONLESS
Self-service purchase
40. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
#INBOUND19
41. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
IT’S HARD.
Immediate response
Self-service
Any channel, anytime
One point of contact
Everyone has context
Human service
No hassle
IT’S EASY.
45. No response
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create
hassle
94% of consumers reported they would repurchase
if they didn’t encounter friction with a brand.
Source: The Effortless Experience
#INBOUND1
9
47. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
48. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
51. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
52. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
53. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
54. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
55. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
56. Source: The Effortless Experience
1
FRICTION FRICTIONLESSIdentify Friction
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
57. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
58. 2
Define frictionless
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
59. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
60. 2
Define frictionless
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
61. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
62. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
63. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
Define frictionless
64. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
65. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
66. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
67. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Source: UX Design
Define frictionless
68. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
69. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
70. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
Define frictionless
FRICTION FRICTIONLESS
SUCCESS
METRIC
71. 2
Define the ideal state
Outline objectives for your
team to know what success
looks like
FRICTION FRICTIONLESS
SUCCESS
METRICDefine frictionless
72. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
73. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
74. 3
Fight it
SUCCESS METRIC STRATEGYFRICTIONLESS
What can be automated?
What can be addressed
through shared goals or
reorganization?
75. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
76. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
77. 3
Fight it
What can be automated?
What can be addressed
through shared goals or
reorganization?
SUCCESS METRIC STRATEGYFRICTIONLESS
79. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
80. it’s hard to deliver excellent
customer service.
But,
83. And you have no insight into who
your customers are.
84. HelpDesk = a system to
support your customers
SYSTEM OVERVIEW
85. SYSTEM OVERVIEW
Manage all issues &
channels in one
place
Easily identify
most important
thing to do next
Gather quick context
into customers and
their issues
Efficiently & confidently
present solutions and
close issues
Understand insights
about customer pain
& take action
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
86. INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
Manage all
your
conversations
in one place
Any channel, anytime
91. Identify
customer pain
and how to
improve it
Make reports actionable by seamlessly creating a help
article or sharing with coworkers.
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVESelf-service
94. One email inbox across multiple
team members
Data from customers scattered all
over the place
FRICTION FRICTIONLESS
One shared team inbox
Insights to organize and
improve
Single system of record
across sales, marketing,
and service
X
X
95. Lack of responsiveness
Repeat contacts
Channel switching
Transfers
Repeating information
Robotic service
Policies and processes that create hassle
FRICTION
Immediate response
Self-service
Any channel, anytime
One point of contact
No repeating information
Human service
No hassle
FRICTIONLESS
96. What can be
automated?
What can be addressed
through shared goals or
reorganization?
Define the ideal state
Outline objectives for your
team to know what success
looks like
1
Identify friction
2
Define frictionless
3
Fight it
Categorize trends from
support requests
Gather customer
feedback from surveys
Gather internal
feedback
Friction Fighting Framework
97. HELPDESK
Manage all issues &
channels in one
place
Easily identify
most important
thing to do next
Gather quick context
into customers and
their issues
Efficiently & confidently
present solutions and
close issues
Understand insights
about customer pain
& take action
INTAKE TRIAGE TROUBLESHOOT SOLVE IMPROVE
104. Now go make it spin.
Find slides & more at
cambriadavies.com
Editor's Notes
It had perfect 5 star reviews
Trying to decipher what these obscure spanish words mean that they don’t teach you in 10th grade AP Spanish to no avail. So we call the car company… “you put diesel in it didn’t you?”
It was such a SIMPLE, thoughtful, thing for her to do that I decided to write a review… which I rarely do. Which I’m sure is exactly what happened to the other 277 reviewers.
Which is how Asun became a superhost and then an A+ host. Which is how she’s making a lot of $$ on Airbnb… a research study performed at BU estimated that a 5-star average rating disclosure leads to an increase in listing prices.
In a study of nearly 400 restaurants in San Francisco, researchers found the difference of a half-star in a Yelp rating can impact the rate at which a restaurant is booked on a given night.
They looked at the mean review rating and the mean availability of these restaurants and found that..
moving from 3 to 3.5 stars is is associated with being 21 percentage points more likely to have sold out all 7:00 PM tables
moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables."
moving from 3.5 to 4 stars makes restaurants an additional 19 percentage points more likely to have sold out all tables.
The fact is, trust in business has eroded. People now turn to their friends and networks and REVIEWS to inform their purchasing decisions.
Enter the flywheel. In this world in which customers are the greatest driver of growth, you have to INVEST in them. You have to create this flywheel.
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
When customers formulate an opinion of your business it’s based on the amalgamation of touchpoints that they have with you -- which an be quickly tainted based on one or more points of friction that disrupt their experience.
I got a late response.
Then they told me that I couldn’t cancel through FBM. So, I called them and thought I had the issue resolved only to see that I was charged the following month AGAIN.
I contacted again, and they asked for my account no. and if I was the account holder
Aftering being transferred to another agent, they then asked for my account no. and if I was the account holder
Friend of mine - Jesse - was telling me about his trip to Norway last year that was overbooked.
So Jesse decided to come up with Norwegian’s next campaign slogan:
This is the opposite of a frictionless experience. This type of friction is exactly what leads consumers to spread negative word of mouth about brands they engage with...
In fact, 81% of consumers indicated that they would spread negative word of mouth if they encountered friction with a brand.
Gartner ran a study with 125k customers and 5k service reps and discovered that “friction" in service drives disloyalty. Customers who encountered friction were almost 4x more likely to be disloyal to a brand.
When you need to withdraw money from your bank account, do you approach the bank teller or use the ATM?
On your last vacation, did you wait in line at the airport to check in? Or did you use a self-serve kiosk? Or print your boarding pass at home?
Alright now that we know what friction is - let’s walk through the framework for eliminating it.
Think about the complaints you hear from customers and prospects -- where do they have difficulty interacting with your company?
Gather feedback from support requests, comments on help center articles, and information collected through customer satisfaction, customer effort, NPS, and other surveys. If you don’t have these feedback loops, start investing time into building them. Ideally, you should be collecting feedback from customers at key milestones or touchpoints with your company, e.g. after the initial purchase, a support interaction, repurchase, or cancellation.
Make a list of customers that have reported success with your product and another list with the customers who have canceled or given negative feedback. Start reaching out to customers or digging into their feedback responses to learn more about the why behind their sentiments. Write down notes and highlight the trends for your happy and unhappy customers. Take note of how your happy customers define success. What value do they get from your product or service?
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
Internally, consider which metrics you struggle to move despite repeated efforts, processes that take longer than they should, and sources of common problems.
The framework started out as a brainstorming exercise. The founders wanted to design a mind-blowing experience that would go viral. They honed in on one aspect of the customer journey: check-in. And they brainstormed what that “mind-blowing” experience would look like.
I recommend doing this for each off your core customer touchpoints.
Alright, so now that we’ve got the framework down, I wanna dive into how you can leverage a system to help you execute on some of these strategies.
Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
Bc the reality is, we know we need to create a good customer experience in order to grow. But, it’s really hard.
You need a system to help solve these fundamental problems -- to help support your customers. Full disclosure, I am the product manager for our HelpDesk in HubSpot’s Service Hub. This is my job -- I think about what teams need to deliver excellent customer service every day. I obsess over this. And then I work with my team to help build it.
So what is a HelpDesk? These are the fundamental elements: a place to INTAKE customer questions and issues across a variety of channels, a way to TRIAGE and identify which you should take action on, a way to TROUBLESHOOT those issues and gather quick context into who you’re talking to, access to content to help SOLVE those issues, and insights to help IMPROVE
A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
A shared team inbox so you can manage customer comms in one place and deliver on “any channel, any time”
Customize key contact and ticket information displayed to different users & teams
AND I’ve walked through a HelpDesk system that you can start leveraging to fight that friction. I guess all that’s left is to tell you...
about my next vacation in Bali - I’m leaving in two weeks.
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
But how the heck do you create a flywheel?
I had an immediate response from my host letting me know about additional checkin details. I’m not gonna rent a hybrid, so I think I should be fine on any potential diesel dilemmas -- although there are scooters, so the verdict’s still out. Maybe Elon Musk will greet us or Rhys with some surfboards. I’ll let you guys know.
Thanks so much for coming - you can find these slides and more on my website. Now go forth and frolick and create a frictionless customer experience.