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![Measuring Success
Net Promoter Score (NPS)
“How likely is it that you would
recommend [your company] to a
friend or colleague?”
Customer Effort Score (CES)
“The company made it easy for
me to handle my issue.”
LEARN / OPTIMIZE
CHECKLIST](https://image.slidesharecdn.com/2015lavacon-halloweentheme-151117034439-lva1-app6891/75/Let-s-Talk-Technical-Marketing-Your-Guide-to-Content-for-the-Entire-Customer-Journey-61-2048.jpg)
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Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer Journey
This document provides an overview of technical marketing and how to effectively implement it. It begins with some "spooky stats" that show how customer research and buying behaviors have changed, with more occurring online through self-service before engaging with sales. It then outlines some "creepy forces" like mobile users and customer preferences for self-service. The rest of the document provides a framework for technical marketing, including initiating content, launching a customer success center, extending reach through various channels, and continuously optimizing based on analytics. It emphasizes creating a unified customer experience across all stages. Real-world examples are also provided of companies that keep customers engaged through their customer success centers.
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Let's Talk Technical Marketing: Your Guide to Content for the Entire Customer Journey
- 1. Technical Marketing? Something Scaryor Something Sweet?
- 2. Agenda Spooky stats thatshow your world has changed Creepy forces at play in the market that you should be scared of Tricks and treats for being effective with you content – Technical Marketing Real world examples of companies keeping the kids coming back for more QA – no smelly feet please MindTouch
- 3. Spooky Stats Let’s lookat some data that will spook you. BOO!
- 4. A Little BackgroundMindTouch MindTouch is trusted by dinosaurs and unicorns Serves trillions of queries a month on our cloud infrastructure (for our customers) Conducted analysis of referring traffic (search engines) Surveyed B2B and B2C buyers
- 5. Spooky Data fromMindTouch MindTouch 10% aimed at finding the URL 80% of traffic was product education E.g.- this model vs. that model, features, function, support Which features are what determine my vendor short list? What does post-sale experience looks? 10% of traffic are transactional buy signals E.g.- price, how do I buy, where do I buy
- 6. MORE Spooky DataMindTouch 21% of the buying cycle talking to sales reps 55% of cycle using available info 72% of buying decision is based on “online information” 65% of overall web traffic come through the help center 62% of that traffic is coming from Google Search
- 7. A CEB studyof more than 1,400 B2B customers across many industries revealed that: 57% of a typical purchase decision is made before a customer even talks to a supplier. 2005: of buyers report educating online before buying 2013: of buyers report educating online before buying Customer Due Diligence Begins Customer’s First Contact With Supplier Customer Purchase Decision Self-Service Customer Success Impacts Buyers
- 8. Preference and Growthof Customer Service Channels
- 9. Preference and Growthof Customer Service Channels 76% in 2015 Study by Forrester
- 10. Creepy Trends Let’s lookat some data that will spook you. BOO!
- 12. AARON FULKERSON CEO atMindTouch Mobile Users The “Always Connected” Generation Expect huge spikes in mobile traffic 65% of information searches start on smartphone (Google) 60% of those searches continue on a computer MindTouch – 2 trillion requests a month Mobile traffic tripled Mobile increased by 900% for one 200 year old manufacturing customer
- 13. Researchers No longer relianton your sales team Able to make a ‘short list’ on their own Not limited to one channel of information May not speak your language Unwilling to be forced into your ‘sales funnel’ Only 37% of buyers said the corporate site was most helpful
- 14. Embrace Mobile, IoTand M2M A network of devices Communicating machines Text Driven Performance Microcontent delivered as a microservice
- 15. Subscribers The Subscription Economy EvenGE is finding ways to move to this model Requires emphasis on customer success, upselling Average size company uses between 300- 400 cloud apps, many on a subscription model
- 16. Fastest Time toValue
- 17. Assisted Support CreatesDisloyalty Customers Requiring Agent Interaction 4 times more likely to leave disloyal than loyal Harvard Business Review July 2010 CEB 2013 More Loyal Less Loyal 1.00x 3.97x
- 19. AARON FULKERSON CEO atMindTouch Revolution and Evolution Pre-Industrial Revolution No separation between customer and craftsman Industrial Revolution Advent of the distribution network Return to the Craftsman Faster production cycles and direct connection to SME’s/craftsmen Nicolas Fleury/Flickr Nicolas Fleury/Flickr http://www.flickr.com/photos/nicolasfleury/6368161055/
- 21. AARON FULKERSON CEO atMindTouch The Assumption Problem Marketers assume what matters to consumers – emotion, not form and function Consumers have to assume what the post-sale experience is like Marketing materials explain the value, but third-party sites are needed to explain what using the product is like 71% of B2B consumers prefer to research and buy on their own with minimal sales rep contact (Acquity Group,2014 State of B2B Procurement Study) Image via Wikimedia
- 23. SCOTT ABEL The ContentWrangler A Missed Opportunity A term few understand It’s a subset of marketing Which is a subset of communication Post-sale content; the stuff we used to get only after a sale was made Specifications and other details that matter to buyers Usually ignored by the marketing department A huge mistake Image by: http://www.technicalmarketing.org/
- 24. AARON FULKERSON CEO atMindTouch Selling the Post-Sale Experience Mixing the “soft-sell” content with all of the other content you produce to provide a clear picture of your brand’s value and experience Setting consumers up for success as they move into the onboarding phase (training them to self-serve) Creates product experts and brand promoters before they buy Improves late stage sales conversions and increases renewals and upsells
- 26. SCOTT ABEL The ContentWrangler Getting Your Ducks in a Row Unify your content (no more silos) Get everyone to work together Stop producing schizophrenic content experiences Create a unified customer experience Leverage your content to serve and to sell Find ways to tell stories as often as possible Technical people like technical stories
- 27. AARON FULKERSON CEO atMindTouch Enabling Self-Validation with Self-Service Take your product and help content out of PDFs and put it into web-ready pages Track user event data Enrich your CRM customer record Discrete and macro trends Provide a branded, search engine optimized self- service channel that compliments your marketing efforts Utilize Onboarding material to help sell your product
- 29. AARON FULKERSON CEO atMindTouch Accelerating the Experience SPEED in the sales process and your customer’s time-to-value MASTERY over your customer’s experience and your products CONTROL over your brand A new tool in your sales arsenal Nuanced understanding of the topics that matter to customers Marketing based on regional and demographic insights
- 30. Effective Tricks &Tasty Treats The process to successful technical marketing. Yum!
- 31. The Value ofTech Marketing Self-Validation 72% of B2B buyers prefer to do research on their own through search engines (2014 State of B2B Procurement) Simple Self-Service 76% of customers prefer online self-service (Forrester) Improving Sales Conversions Buyers of technology spend 55% of their time using content, and 21% of the time talking to sales people (IDG Connect) Increase Marketing Funnel MindTouch Customers report 2x organic web traffic, 3x time-on-site, and bounce rates cut in half Improve CES & NPS MindTouch customers see a 20- 40 point improvement in NPS and CES
- 32. INITIATE LAUNCH LEARN/ OPTIMIZE EXTEND The Journey to Customer Success
- 33. INITIATE LAUNCH LEARN/ OPTIMIZE EXTEND5 DAYS1-14 DAYS Products Support Sales Communities Sales Marketing Service The Journey to Customer Success
- 34. VALUE REACH The Journey toCustomer Success
- 35. VALUE REACH The Journey toCustomer Success
- 36. Stage 1: Initiate Fastesttime to value Lowest total cost of ownership INITIATE GOALS
- 37. INITIATE CHECKLIST Create a MinimallyViable Product Receive immediate value Get valuable feedback from user event stream and reporting
- 38. Information Architecture InitialTwo-Tier Construction Private Publishing Queue High-Touch Seed Content INITIATE CHECKLIST
- 39. Permission Model Startwith a basic workflow SSL Certification for secure passwords Add more structure as you bring on more stakeholders post-launch INITIATE CHECKLIST
- 40. INITIATE CHECKLIST Lightly Brand Imagery Set logo Upload common image assets Setup Domain Improve your domain authority
- 41. Stage 2: Launch Improvemarketing with geographic and demographic data Improve organic traffic and domain authority for corporate web site Identify content requirements with user events stream Reduce customers’ effort and increase consumer adoption Double website traffic, triple engagement, and halve bounce rates LAUNCH GOALS
- 42. Increase Domain Authority Control brand in online search engines Link from/to corporate website HTTP redirects for old content LAUNCH CHECKLIST
- 43. Track Impact withWeb analytics Best to create a sub-domain to corporate website Allows more intelligence from data and also helps marketing understand the impact Google Webmaster Tools Accelerates time to index, affords more control and intelligence about organic search terms LAUNCH CHECKLIST
- 44. Marketing Push Promoteyour investment in your customers’ success and create backlinks for SEO purposes Announce via Press Release Publish via Customer Newsletter Announce via blog and social media channels LAUNCH CHECKLIST
- 45. LAUNCH CHECKLIST Review weband MindTouch analytics Track requests for content Interview support and training managers to identify high value topics or products Determine the high-value, low lift content to start Build a Content Roadmap
- 46. Stage 3: Extend Increasecustomer retention and upsell Inform Product with reporting to impact user experience and adoption Improve sales conversions with reporting on content by buyer vertical, persona and sales stage EXTEND GOALS Lower customer effort across the entire journey
- 47. Enhanced Branding It’sok to start with the generic “Help Center” look because you achieve immediate value and clear next steps on content, but now it’s time to create a seamless brand experience EXTEND CHECKLIST
- 48. Intercept Calls, Chat,and Tickets 76% of customers prefer self- service (Forrester) Agent assisted interactions are 4 times more likely to create frustration (CEB) Intelligently serve the right content and prevent call, chats and tickets Free up agents for higher touch support EXTEND CHECKLIST
- 49. Agent Enablement Create acontinuous cycle of improvement with KCS best practices Track user event data for reporting on content to create and deliver Implement agent participation, attach rate, etc reporting EXTEND CHECKLIST
- 50. Chat and CallCenter Integration Improve support stats by enabling agents with the right content in chat and call center software with auto-search and search faceting EXTEND CHECKLIST
- 51. In-Product Help Preventusers from ever needing leaving your products and dramatically lower customer effort Deliver contextually relevant content and drive user adoption while creating product experts Provide user experience hot spot reports to Product development based on the topics being accessed EXTEND CHECKLIST
- 52. Sales Force Automation(CRM) Improve sales conversions by enabling the sales team with the content that build credibility and closes deals faster Track and report on the “micro-content” that closes deals by vertical, channel, persona… EXTEND CHECKLIST
- 53. International Reach Createmultiple localizations for your content Localize your self-service site, you can use webmaster tools to drill down into language specific analytics to understand, at a more granular level, how your customer’s experience your product in different regions, and what your buyers are looking for in different regions EXTEND CHECKLIST
- 54. Track Content Requests TrackHelpRequests across all channels and identify new topics to create EXTEND CHECKLIST
- 55. Build out internalbacklinks through your blogs Provide abstracts to new guides, best practices and references on your corporate or product blogs This creates internal backlinks and develops domain authority across all your web sites Promote the new and valuable content through multiple (social) channels EXTEND CHECKLIST
- 56. POST-LAUNCH STAGE Identify specificcontent to create and update Continued optimization of: Sales, Account Management, Marketing, Service, Product LEARN / OPTIMIZE GOALS
- 57. Knowledge and Content Analytics Understandwhat content customers are searching for Track content effectiveness with content aging and use LEARN / OPTIMIZE CHECKLIST
- 58. Web Analytics Understand geographicand demographic data Analyze web traffic patterns LEARN / OPTIMIZE CHECKLIST
- 59. Google Webmaster Tools Controlthe way Google reads your site Track organic searches and help marketing shape traffic LEARN / OPTIMIZE CHECKLIST
- 60. “Extend” Reports Sales Deflection reports CustomerSupport Account Management Product LEARN / OPTIMIZE CHECKLIST
- 61. Measuring Success Net PromoterScore (NPS) “How likely is it that you would recommend [your company] to a friend or colleague?” Customer Effort Score (CES) “The company made it easy for me to handle my issue.” LEARN / OPTIMIZE CHECKLIST
- 62. It’s Alive Real WorldExamples of Customer Success That Keep them Coming Back for More
- 63. All these Brandshave in Common?
- 64. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER On repository, microcontent exposed as web native, mobile ready and microservice SUCCESS CENTER
- 65. Zenefits home page? SuccessCenter Easy to search, easy to navigate Intuitive Responsive Adaptive
- 66. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SUCCESS CENTER
- 67. Driving sitetraffic through SEO Increase Domain Authority
- 68. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT SUCCESS CENTER
- 70. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT ONBOARDING / TRAINING /IMPLEMENTATION SUCCESS CENTER
- 71.
- 72. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT ONBOARDING / TRAINING /IMPLEMENTATION IN-PRODUCT CONTEXTUAL HELP SUCCESS CENTER
- 73. Duda mobile inproduct help
- 74. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT ONBOARDING / TRAINING /IMPLEMENTATION IN-PRODUCT CONTEXTUAL HELP SUPPORT CHANNELS SUCCESS CENTER
- 75. Understand & Connectwith your Most Valuable resource, Your Customers Accelerate Sale Cycle And Increase your Renewals and Upsells
- 76. UNIFIED EXPERIENCE, EVERYSTAGE OF THE CUSTOMER JOURNEY CUSTOMER SUCCESS CENTER GOOGLE SEARCH (SEO) SALES CUSTOMER RELATIONSHIP MANAGEMENT ONBOARDING / TRAINING /IMPLEMENTATION IN-PRODUCT CONTEXTUAL HELP SUPPORT CHANNELS ACCOUNT MANAGEMENT/RENEWAL SUCCESS CENTER
- 77. Empowering the SupportAgent with Insights
- 78. Understand & Connectwith your Most Valuable resource, Your Customers Accelerate Sale Cycle And Increase your Renewals and Upsells
- 79. Legally Obligated To Produce DecreaseCustomer Dissatisfaction Avoid Logjam of Support Tickets
- 80. Single Place toSelf Serve Augment SEO Improve NPS and CES Increase Up Sells and Renewals
- 81.
Editor's Notes
- #2 Technical Marketing, it is the new hit term, the fad, the thing everyone wants to promote. We have heard it over and over again, but why? What pushes this term into the spotlight? It’s because the writing's on the wall, a tidal wave is coming and you either hop on your board and ride it in, or you get pummeled and have to pick yourself out, piece by piece, from the razor sharp coral below. This wave is the modern customer and you either ride them in or become fish food forever.
- #3 Data that proves the world has changed 10 mins Spooky stats from third party research and original MindTouch research Market Forces that scare you– 10 mins Creepy forces that have changed your world Strategies and tactics for – 15 mins Effective tricks and tasty treats Live Examples – 15 mins Companies that keep the kids coming back for more QA 10 mins No smelly feet please
- #5 Dinosaurs to unicorns (Remington and Whirlpool to Zeniphyts, Docker, and Sprinkler ) We cover the entire user spectrum in that model Third party data and original research
- #6 Dinosaurs to Unicorns First we have to look at the way the modern customer, we can all agree that at this point almost everyone uses online search Google to Search: 80% are searches in attempt to discover information from any source - actively seeking to make a purchase are trying to find out what or validate who will make their short list of vendors that they will then pull out a winner from Transactional Queries : Final 10% constitute all of the shopping/downloading (transactional purchase) - how do I buy, how much does this cost Two Things Stick out : First, there is an overwhelming amount of people who are just looking to learn something, to find an answer, to help eliminate doubt and to go into their purchase educated Second, only a small percentage of searches are geared towards purchasing. SOOOO why aren’t you catering to this larger more overwhelming audience? We seem to Cater almost exclusively to the Bottom 10% . It’s counter intuitive, we spend all our time and money optimizing our marketing sites, and yet we know that customers really want information. We force them down these sales channels SIGN UP / BUY NOW / DOWNLOAD HERE / ADD TO CART / and on an on which obviously leads to frustration
- #7 Once a customer discovers your brand, whether through word-of-mouth or your keyword SEO strategy, they’re going to want to understand how it works to meet their needs. Buyers of tech only spend 21% of their buying cycle talking to sales reps 55% of that cycle is using the available information that they have 72% of the buying decision is done based on “information he or she finds online
- #8 Self Service is the way of the future, you can fight it or you can read that writing on the wall 2015 over 95% of B2B buyers report education online at some point during the buying process 57% of the buying process is done before a buyer picks up the phone and calls a sales rep Customers find their way to your marketing site, but it generally only matters once they have had the ability to self educate
- #9 Central Point: 2009-2012 FASTEST GROWING PREFERRED CHANNEL
- #10 Central Point: ONLINE SELF SERVICE HIGHLY IMPACTS: CUSTOMER EFFORT AND CUSTOMER SERVICE QUALITY
- #11 Let’s get a little deeper in from the flat line statistics to the larger trends that we are seeing
- #12 As we have seen, they really have become the savvy searcher who relies on Google and their mobile phone, ready to find whatever they need, equipped with the world’s information in the palm of their hand They no longer quests for the customer support agent, they no longer want to have to read your “Sale” material, they quest to self serve, to research, to find the valuable content that verifies their needs and their concerns, compile all of that data they have collected, reach out, and then they will make a buying decision.
- #13 This really is the new Zombie apocalypse, people walking around with their heads down, oblivious to the world around them and completely consumed By the information they have in their hands. According to Internet Trends 2015 Survey by Kleiner Perkins, Millenials make up 35% of the workforce, compared to 31% for Gen x and Baby Boomers And According to Netskope, the average size company uses 300-400 cloud apps, many of them a Subscription-model When someone wants information, what do you do, you say, “I’ll google it!” Often times you find just enough information To tease you, then you head to your desk and you continue the search on your computer Mobile: Customers like Remington have seen a 900% increase in their mobile traffic to their MindTouch site. According to Google 65% of information searches start on a smartphone, and 60% of those searches continue on a PC Remington 3x traffic year 1 the got their content broken out into bite size pieces, and then it the traffic trippled again in year 2, 62% of traffic are BUYERS, 48% customers Millennial: Researchers 94% of B2B buyers do some form of online research (2014 State of B2B procurement Study) Top two sources: Google (77%) Corporate Site (83%) Only 37% of buyers said the corporate site was the most helpful According to Tecmark, we check our phones 1500 times per week on average Millennials PreferenceSubscribers THE SUBSCRIPTION ECONOMY == emphasis on customer success means and upsell. Researchers 94% of B2B buyers do some form of online research Mobile Users 56% increase globally in search Always Connected ….
- #14 Modern customer defines their sales cycle, not the one your marketing and sales time try and define, they find the way they want to approach you, they don’t care what your favorite channel to deliver information is, They like what they like and there is not forcing them down your path any longer In fact, only 37% of buyers today say that the corporate site is what helped them make their buying decision
- #15 With the internet of things and mobile to mobile data communication, we are seeing how valuable micro pieces of content are becoming. Think about it, your smart fridge isn’t going to download a 200 page pdf that you are going to sit there and read, you smart watch isn’t intended to scroll through multiple pages of information, and your text sharp shopper isn’t primed to read more than several paragraphs of information, and yet we keep pushing content into PDF’s and Word Docs that are not formatted for this type of consumption and are completely out of date. The change is here, the pocket performer is king. Google rewards you for it, your customers expect it, and the time we spend creating our content deserves it. You need to be able to deliver smaller more absorbable pieces of content that your receiving device is optimized for. Text based – meaning small snippets of text with URLs for more info.
- #16 GE is turning large capital expenditures, e.g.- buying a 7 figure piece of equipment, into an equipment lease with a “customer success” program. So what do we know about the subscription model? That keeping your customers happy, delivering consistent value, and keeping up with their evolving needs is a must to get them to renew for the next year, Value becomes even more important when trying to upsell on top of that renewal so you must invest in your customers if you want them to stay loyal. YOU must invest in them being proficient and experts on your products or they will leave you.
- #17 Havard Biz Review and CEB One-third say they’d ‘rather clean a toilet’ than speak with customer service. (2015 Aspect Consumer Experience Survey) 90% of consumers now expect a brand or organization to offer a self-service customer support portal; 60% of consumers have a more favorable view of the brand if their self-service offering is mobile-responsive. (2015 Global State of Multichannel Customer Service Report)
- #18 60% of consumers have higher expectations for customer service now than they did just one year ago. (2015 Global State of Multichannel Customer Service Report) When it comes to sales, the probability of selling to an existing happy customer is up to 14 times higher than the probability of selling to a new customer. (Marketing Metrics: The Definitive Guide to Measuring Marketing Performance)
- #20 BEFORE INDUSTRIAL REVOLUTION – CUSTOMER AND CRAFTSMAN – made to order THEN DICONNECT with the advent of the distribution model, standardizing information happened, and we were forced to work with slow production cycles TODAY, BUYERS WANT TO CONNECT WITH THE CRAFTSMAN AGAIN – feedback, connect with the SME and craftsman, faster production cycle Shift in favor of the customer, they are More knowledgeable, they have More opinions, and they want More options They are Looking for a clear path to ROI—not just WOW
- #22 Consumers are looking to understand the post-sale experience in the pre-sale phases of the customer journey. That’s why customers turn to third-party websites, to try to understand this experience. Customers like Code42 and Remington find that during the pre-sale phases of the buying process, consumers are turning to their documentation to learn about the post-sale experience. That’s a big reason why 65% of their traffic comes from their MindTouch powered site. They’re offering up a clear picture of the post-sale experience Aaron’s Notes: MAKING ASSUMPTIONS with no data -- can’t understand how the customers touch and feel. Tie back to MindTouch as a Virtual Apple Store that allows the company to see how the users are touching and feeling the products and features then informing product, sales and marketing. Creates a personal connection by removing walls between customer and craftsman. Consumers want to understand the post-sale experience – ELABORATE ON THIS MORE Marketing materials can’t replace third party review sites like Engadget
- #25 We get anecdotal remarks that it was our documentation that set us apart from other vendors Remington has seen a 60% decrease in tickets through their contact support form
- #27 unifiy your content get everyone to work together stop producing schizophrenic content expeirences create a unified customer experience leverage your content to serve and to sell find ways to tell stories as often as posisble technical people like technical stories
- #28 UNPACK content , track user stream, enrich customer record…etc etc track discrete and macro trends Providing a branded, search engine optimized self service channel that fills in the gaps in your marketing efforts Create a clear picture of the post-sale experience Use your onboarding/ customer success documentation to help sell Kill the silod and multi-source authoring experience
- #31 Effective tricks and tasty treats Effective tricks and tasty treats
- #32 Fix line height
- #33 We’ve helped hundreds of companies over the last 8 years make their customers successful. We’ve identified the best practices of our most successful customers From there, we synthesized that into a four stage deployment to bring the fastest-time-to-value for you and your customers Our process brings tangible results in weeks, not months Overview of stages – Initiate – define MVP, Launch it, Extend across the customer journey, learn from the user behavior
- #34 Many of customers launch in just 5 days. For example, SAIC purchased on a Thursday and launched by Monday. Many of our customers extend Mindtouch across their customer journey in just a couple weeks For example, Koch Business Solutions extended MindTouch in less than two weeks While others are, like Avalara extended across their Products Service cloud Sales cloud And Communities In weeks as well. From here you Learn and Optimize which impacts your Marketing, Sales and Service
- #35 Our goal is to help you realize increasing value throughout The curve will increase your value and reach across customers and buyers. It’s not linear…
- #36 We take the approach of mapping each of our customers to this curve and our job is to make sure you’re advancing at every interaction.
- #37 Initiate Goals: Achieve fastest time to value and lowest cost Seed with minimally viable content Deploy securely with branding
- #38 MVP
- #40 Permission model SSL cert for secure passwords keep it basic, 1 private space add more as you onboard others Include basic workflow from private to public tree
- #42 Improve customers’ effort and increase consumer adoption Double website traffic, triple engagement and half bounce rates Improve organic traffic and domain authority for corporate web site Improve marketing with geographic and demographic data Identify content requirements with user events stream
- #44 We don’t have an article for the site index
- #47 NOTE: needs another – 1. “Lower customer effort across the entire journey”
- #54 Common Sense Advisory Report, 72.4% of global consumers indicated that they prefer to use their native language when shopping online. 55% of the participants said they only buy products from websites that provide them with information in their own language 56% of the people surveyed spend more time on local-language sites than on English ones—or never visit English websites at all
- #61 Wave Analytics ----- Meeting Notes (6/23/15 16:57) ----- add personas and have image for each one
- #62 ----- Meeting Notes (6/23/15 16:57) ----- Third party resources for NPS and CES
- #64 What do they all have in common, hint, it’s not MindTouch
- #65 They have a unified strategy for success that engages the customer throughout their entire journey. Key characteristics: One repository, microcontent, microservices
- #67 One repository, microcontent, microservices
- #69 One repository, microcontent, microservices
- #71 One repository, microcontent, microservices
- #73 One repository, microcontent, microservices
- #75 One repository, microcontent, microservices
- #77 One repository, microcontent, microservices
- #80 Everyone of you know that the way it is set up now is that everyone one of these departments is viewed as a giant cost center Documentation is a direct result of your legal obligations to define what and how your product is supposed to work Support is reactionary and geared to stop your customers from getting aggravating and soiling your brand reputation Is a direct result of Support and trying to create ticket deflection
- #81 When it comes to sales, the probability of selling to an existing happy customer is up to 14 times higher than the probability of selling to a new customer. (Marketing Metrics: The Definitive Guide to Measuring Marketing Performance)
- #82 I know we have focused on the dead over the last 80 slides so I wanted to breathe a little life into it