Today we’re seeing the "Amazonification" of the consumer. Consumers expect brands to deliver relevant, personalized content at each touch point, regardless of time of day, device or location.
Yet marketers have an uphill battle, trying to wire their organizations and systems to deliver on the promise of marketing cloud platforms.
For marketers the risk of delivering stale customer experiences is costly: 94% of customers have discontinued communication with a company because of irrelevant messages (source: Blue Research).
In this webinar nFusion's CEO John Ellett provides a tour of five eras of technology's impact on marketing and outlines 10 steps to deliver engaging, personalized experiences across digital touch points.
Watch this webinar to learn about:
- The five eras of technology's impact on marketing
- A three-part framework for solving the personalization challenge
- 10 steps to deliver personalized, omni-channel experiences
Presenter:
John Ellett, nFusion's CEO, has interviewed and collaborated with hundreds of marketing execs as part of his book "The CMO Manifesto," his column on the Forbes CMO Network, the Cojones Awards and client projects.
19. STEP 1
Become a
customer-centered
organization
19
Source: Satmetrix Systems, Inc.
20. STEP 2
Develop segments
and personas
20
Jane: Decision Maker
Personas: CEO, CFO
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21. STEP 3
Map the customer
decision journey
21
Attract Engage
Identifies issue and
requires a solution
Researches
solution and
discovers
possibilities
Nurture Convert
Interest
Threshold
The lead becomes
interested enough
to become a
prospect.
Understands
product offerings
and value to
business
Finds alignment to
solution expectations
Conversion
The prospect
moves from the
consideration
phase to a
subscribed
customer.
Builds
business case
for product
purchase
Train Expand Retain Upsell
Agrees to
purchase and
signs up for an
account
Utilizes
products
Realizes product
business impact
Searches for
more solutions
Knowledge
Threshold
The user realizes
the value of the
product offerings
within his
business.
Receives
training
Becomes a
product expert
Milestone
Awareness of products and what their
intended purposes are.
Milestone
Complete understanding of product
offerings and realization of possible
positive ROI after purchase.
Milestone
Successful integration and use of
products within business process.
Realized value of product integration
and positive outcome.