An Experience Worth Raving About

1. AN EXPERIENCE WORTH RAVING ABOUT
PAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE
@TMPEverett

2. (ABOUT ME)
Working for…
...selling to
INTRODUCTION

3. A TRACK RECORD OF PREDICTIONS
INTRODUCTION

4. DECISION TIME FOR B2B BUSINESSES
INTRODUCTION
Marketing as a support resource for the business
Marketing as a strategic asset for the business
OR
Marketing objectives
Time horizon
Typical skill sets
Relationship with sales
Efficient delivery against campaign targets
Campaign to campaign / quarterly outlook
Marketing communication and project management
Responsive / supportive
(Joint) ownership of commercial targets and overall ROMI
Shaping the market for the future & evolving programmes over time
Blend of strategic and operational not limited to pure marketing skills
Peer to peer

5. We need to break out from the marketing silo and do things that have an impact on the business and our customers
INTRODUCTION
BECOMING A STRATEGIC ASSET

6. TWO KINDS OF EXPERIENCE
INTRODUCTION
Customer experience (Do you know what it’s like to be a customer of your business?)
Experiential marketing (Doing things as a business that are worth talking about)

7. EXPERIENCE: THE NEW BATTLEGROUND FOR COMPETITIVE DIFFERENTIATION
Participants in activities such as tourism, extreme sports and recreational drug-use also tend to stress the importance of experience.
INTRODUCTION

8. EXPERIENTIAL MARKETING

9. “The internet is broken.”
The Guardian, 15 August 2014
EXPERIENTIAL
“Is the internet full?”
The Telegraph, 13 August 2014

10. WE HAVE FILLED THE INTERNET WITH INFOGRAPHICS
“Can we fit one more in?...”
INTRODUCTION
EXPERIENTIAL

11. WHERE DID IT ALL GO SO HORRIBLY WRONG?
EXPERIENTIAL

12. EXPERIENTIAL

13. EXPERIENTIAL

14. WHAT ARE THESE EXPERIENCES?
Something your business does that the audience can engage with
Rather than standalone content, which is just something that marketing creates
Do something that’s worth marketing, rather than creating ‘empty’ marketing
EXPERIENTIAL

15. STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
EXPERIENTIAL

16. STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
EXPERIENTIAL

17. STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
EXPERIENTIAL
“It’s rather refreshing to see a big tech company actually do this kind of thing rather than just talk about it.”

18. STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
EXPERIENTIAL

19. FINDING YOUR IDEA
Don’t get too caught up on joining the ‘outside-in’ bandwagon. What are you great at that customers love?
Sense check: The best ideas will need to involve people outside Marketing!
EXPERIENTIAL

20. FINDING YOUR IDEA
Before: Show, don’t tell
“Tell me and I forget. Teach me and I remember. Involve me and I learn.”
Now: Share, don’t show
EXPERIENTIAL

21. CUSTOMER EXPERIENCE IN B2B

22. WHY WILL CX BE THE NEXT BIG THING IN B2B?
Will our existing customers buy more from us and re-sign the contract?
Are we serving customers in the most efficient way possible?
Are we creating raving fans as our best proof points and advocates?
CUSTOMER EXPERIENCE
Does the experience of being our customer match up with our positioning and the story we’re telling in the market?

23. AN OPPORTUNITY FOR MARKETING TO LEAD
CUSTOMER EXPERIENCE
3a – False partnership
•Marketing has minor role in lead generation strategy
•May have revenue responsibility, usually shared with sales.
•Limited or no control over customer experience, product development.
3b – True partnership
•Marketing has a significant role in lead generation strategy
•Has revenue responsibility that is usually shared with sales, but may also be a standalone target
•Significant or leadership role in managing customer experience, product development
1– Sales led
•Marketing supports sales with brand and lead gen activities
•Rarely has revenue responsibility, and that is usually shared with sales, not a standalone target
•Small role in growth strategy, product direction, etc.
2– Marketing led
•Marketing drives much or all of revenue
•Leads growth and lead generation strategies
Source: Econsultancy, The Reinvention of B2B Marketing, 2014

24. AN OPPORTUNITY FOR MARKETING TO LEAD
CUSTOMER EXPERIENCE
Sales - led
False partnership
True partnership
Marketing - led
Brand strategy & comms
Brand strategy & comms
New product innovation
Brand strategy & comms
Sales support
Sales support
Brand strategy & comms
New product innovation
Promotions
Promotions
Sales Support
CX & lifecycle management
Customer research
Customer research
CX & lifecycle management
Customer research
Digital innovation
New product innovation
Customer research
Promotions
New product innovation
CX & lifecycle management
Promotions
Channel Management
CX & lifecycle management
Channel management
Channel management
Digital innovation
Channel management
Digital innovation
Digital innovation
Sales support
Marketers Rank Their Greatest Impact on Growth
1
2
3
4
5
6
7
8
Source: Econsultancy, The Reinvention of B2B Marketing, 2014

25. IT IS ALREADY HAPPENING
Led by organisations with a B2C heritage
Reflected in the rise of Account Based Marketing
Seeing it in new job roles and responsibilities
More programmes focused on customer lifecycle (and data quality!)
CUSTOMER EXPERIENCE

26. FUNDAMENTAL BUILDING BLOCKS
CUSTOMER EXPERIENCE
Desired position
Customer experience
Sell
Welcome
Optimise
Upsell
Renew
Personal motivations
Status
Career
Fun
Security

27. FUNDAMENTAL BUILDING BLOCKS
CUSTOMER EXPERIENCE
Desired position
Customer experience
Sell
Welcome
Optimise
Upsell
Renew
Personal motivations
Status
Career
Fun
Security
A methodology and responsibility for gathering and acting on customer experience insight

28. EXAMPLE IN PRACTICE
Positioning hypothesis: ‘making Finance easy’ is a potential position in the market
Customer research: it is an important factor, and ‘fun’ is a related attribute
Existing customer experience positives: concrete areas where we are already different
Existing customer experience negatives: where experience is a long way from positioning
Customer journey mapping: identify pain points & moments of truth with prioritised actions
Business actions: Internal change programme and employee engagement
Marketing actions:
•Messaging development for new positioning
•Customer lifecycle communications (moments of truth)
•Customer advocacy refresh
•Prospect and customer segmentation
CUSTOMER EXPERIENCE

29. EXAMPLE IN PRACTICE
Benefits:
•Stand-out position attracts new business
•Customer retention and increased share of wallet
•Advocacy-powered customer growth
•Cost savings from process simplification
•Pride in customer satisfaction
Marketing as a strategic asset to the business!
CUSTOMER EXPERIENCE

30. THE KEY CULTURAL TREND OF THE 21ST CENTURY?

31. STUFFOCATION - JAMES WALLMAN
“Instead of stuff, focus your energy, money and time on experiences.”
“Switch from the materialist mindset — so last century — and get on board with the key cultural trend of the 21st century: experientialism.”
“Instead of looking for status, happiness and meaning in material things, start getting them from experiences.”
CONCLUSIONS

32. CONCLUSIONS

33. A FINAL QUESTION…
So what are you doing to help your customers find status, happiness and meaning?
If you can do that, they’ll stay with you for life.
CONCLUSIONS

34. @TMPEverett
THANK YOU