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CX and Marketing: if you build it, will they come?

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Presented by Widen's Jake Athey and Nina Brakel-Schutt at the BMA Milwaukee and B2B Marketing first annual Third Coast Marketing Visionaries Conference on August 31, 2017.

Today’s modern B2B marketer has so many options and the devil is in the details. The key to success is planning. This presentation shows how progressive B2B organizations lay the ground work to build a solid and modern marketing strategy, win corporate buy in, develop a team across the organization and beyond to achieve impressive marketing results.

Widen shares how their roadmap for CX (customer experience) and integrated marketing was developed, how it’s practically managed daily, and the value that’s brought for stakeholders. Learn more at http://www.widen.com.

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CX and Marketing: if you build it, will they come?

  1. 1. If you build it, will they come? August 31, 2017
  2. 2. Voted Madison’s best place to work WorldBlu Freedom-centered workplace WE FORGE RELATIONSHIPS 600+ Customers around the world WE CONNECT PEOPLE 200,000+ Active users around the world WE REACH FAR AND WIDE 158 Countries worldwide 69-year-old start up TODAY’S AGENDAABOUT US
  3. 3. “Nothing ventured, nothing gained...take the chance, try it.” - MARK WIDEN, Widen founder
  4. 4. Close our doors Continue as a prepress company Take a risk
  5. 5. Close our doors Continue as a prepress company Take a risk
  6. 6. THE ANSWER: If you build it for the customer, they will come.
  7. 7. SPEAKERS Nina Brakel-Schutt Presenter Brand Strategist Jake Athey Presenter VP Marketing
  8. 8. The customer experience (CX) trend
  9. 9. #3 Source: 2017 Incite Marketing Report Personalization: Understanding Customers & Defining A Single Vision Building Immersive Customer Experiences Personalization: Unique Experiences Social Media For Customer Engagement Content Marketing: Distribution Content Marketing: Production Which issues are essential for 2017 Brand Storytelling
  10. 10. Personalization: Understanding Customers & Defining A Single Vision Brand Storytelling Building Immersive Customer Experiences Personalization: Unique Experiences Social Media For Customer Engagement Content Marketing: Distribution Content Marketing: Production Which issues are essential for 2017 THE CUSTOMER Source: 2017 Incite Marketing Report
  11. 11. What are business leaders focused on? Source: Widen 2017 Leadership survey Creating personalized customer experiences Expanding business internationally Reaching new customer segments and improving revenue streams Making sure tools are working together for their business Increasing rich experiences across the customer journey Driving productivity through marketing operations$
  12. 12. How we got here
  13. 13. SERVICE GENESERVICE IS IN OUR DNA
  14. 14. SINCE 1948 High involvement product Complex sale Many moving parts and people
  15. 15. THE ORIGINAL MODEL Outbound sales Small marketing Reactionary product
  16. 16. 2005 STRUCTURE CHANGE - MARKETING AND SALES Marketing Sales
  17. 17. STRUCTURE CHANGE - MARKETING AND SALES Content & Creative Community & Events AdvisorsInsights VP Marketing 2017
  18. 18. CONTENT Media & Analyst Relations Brand Digital Inbound Community & Events Product & Partners MODERN MARKETING STRATEGY
  19. 19. POSITION CONTENT Brand MODERN MARKETING STRATEGY
  20. 20. POSITION INFLUENCE CONTENT Media & Analyst Relations Brand MODERN MARKETING STRATEGY
  21. 21. POSITION INFLUENCE REACH CONTENT Media & Analyst Relations Brand Digital MODERN MARKETING STRATEGY
  22. 22. POSITION INFLUENCE REACH GUIDE CONTENT Media & Analyst Relations Brand Digital Inbound MODERN MARKETING STRATEGY
  23. 23. POSITION INFLUENCE REACH GUIDE ENGAGE CONTENT Media & Analyst Relations Brand Digital Inbound Community & Events MODERN MARKETING STRATEGY
  24. 24. POSITION INFLUENCE REACH GUIDE ENGAGE GROW CONTENT Media & Analyst Relations Brand Digital Inbound Community & Events Product & Partners MODERN MARKETING STRATEGY
  25. 25. THE SWITCH Before: top-down leadership CTO CFOVP Premedia CEO
  26. 26. THE SWITCH After: aligned leadership CEOVP Product VP Marketing CIO/CFO Dev Manager Director Global Ops VP Client Dev Director Support
  27. 27. OUR CULTURE
  28. 28. THE NEW MODEL - CUSTOMER EXPERIENCE TEAMS CXM The Customer Pro Serv & Consulting Product & UX Marketing Advisors Implementation Training Events Customer Support
  29. 29. Do you already have a customer-focused culture? LET’S SEE SOME HANDS:
  30. 30. The Widen CX
  31. 31. INSIGHTS CASE STORYTHE HERO’S JOURNEY Storify the customer journey The hero’s journey The ordinary world The call to adventure Refusal of the call Meeting with the mentor Crossing the threshold Tests, allies, and enemies The approach The ordeal The reward The road back The resurrection Return with elixir The hero’s inner journey Limited awareness of the problem Increased awareness for the need to change Fear and resistance to change Overcome fear Commit to the change Experiment with new conditions Prepare for major change Big change with feeling of life or death Accept new life New challenge rededication Final attempts, last minute danger Mastery The 13 major steps The takeaway for the hero and how we support them
  32. 32. INSIGHTS CASE STORYTHE HERO’S JOURNEY Storify the customer journey The hero’s journey The ordinary world The call to adventure Refusal of the call Meeting with the mentor Crossing the threshold Tests, allies, and enemies The approach The ordeal The reward The road back The resurrection Return with elixir The hero’s inner journey Limited awareness of the problem Increased awareness for the need to change Fear and resistance to change Overcome fear Commit to the change Experiment with new conditions Prepare for major change Big change with feeling of life or death Accept new life New challenge rededication Final attempts, last minute danger Mastery The 13 major steps MARKETING
  33. 33. INSIGHTS CASE STORYTHE HERO’S JOURNEY ADVISORS Storify the customer journey The hero’s journey The ordinary world The call to adventure Refusal of the call Meeting with the mentor Crossing the threshold Tests, allies, and enemies The approach The ordeal The reward The road back The resurrection Return with elixir The hero’s inner journey Limited awareness of the problem Increased awareness for the need to change Fear and resistance to change Overcome fear Commit to the change Experiment with new conditions Prepare for major change Big change with feeling of life or death Accept new life New challenge rededication Final attempts, last minute danger Mastery The 13 major steps
  34. 34. INSIGHTS CASE STORYTHE HERO’S JOURNEY Storify the customer journey The hero’s journey The ordinary world The call to adventure Refusal of the call Meeting with the mentor Crossing the threshold Tests, allies, and enemies The approach The ordeal The reward The road back The resurrection Return with elixir The hero’s inner journey Limited awareness of the problem Increased awareness for the need to change Fear and resistance to change Overcome fear Commit to the change Experiment with new conditions Prepare for major change Big change with feeling of life or death Accept new life New challenge rededication Final attempts, last minute danger Mastery The 13 major steps IMPLEMENTATION + BEYOND
  35. 35. THE CONTENT LIFECYCLE CAPTURE & CREATE REVIEW & PROOF MANAGE & ORGANIZE SHARE & DISTRIBUTE PUBLISH & PROMOTE TRACK & ANALYZE PRESERVE & ARCHIVE IDEATE & PLAN
  36. 36. THE CONTENT LIFECYCLE Upstream Downstream CAPTURE & CREATE REVIEW & PROOF MANAGE & ORGANIZE SHARE & DISTRIBUTE PUBLISH & PROMOTE TRACK & ANALYZE PRESERVE & ARCHIVE IDEATE & PLAN
  37. 37. Templates THE NEW MODEL
  38. 38. Events IntegrationsCommunity ResearchServices People + Experiences Software Consulting Training THE NEW MODEL
  39. 39. The Customer Host Customer Dinners Customer Surveys Travel & Speak Host Customer Events Attend Their Events Evangelize Advocates THE NEW MODEL - CUSTOMER CENTRICITY Become Widen employees Customer Interviews User Research
  40. 40. Try new things even when business is good. Fail fast, learn fast. Value empathy in the workplace. Our work philosophy
  41. 41. Our marketing blueprint
  42. 42. INSIGHTS CASE STORY Learn Try Buy Adopt AdvocateEngage MARKETING BLUE PRINT RE-BUY BUY Re-buy StageBuying Stage Stages of the customer journey Discover
  43. 43. INSIGHTS CASE STORY Discover Learn Try Buy Adopt Advocate AWARE CONSIDER DECIDE UTILIZE Engage ONBOARD MARKETING BLUE PRINT Mindset during stages of the customer journey
  44. 44. INSIGHTS CASE STORYMARKETING BLUE PRINT Blog posts White papers Industry research Articles about general topics for our target market General webinars Thought leader interviews Sales decks Competitive analysis Comparison checklists Product features/benefits Product demo videos Case studies Free trials Live demos Proof of concept Knowledge base User manuals Professional Services or Standard implementation Online training In person training Quarterly regional workshops Quarterly CXM meetings Widen Summit Customer advocates Customer referral rewards Content delivered during moments AWARE CONSIDER DECIDE UTILIZEONBOARD
  45. 45. INSIGHTS CASE STORYMARKETING BLUE PRINT Blog posts White papers Industry research Articles about general topics for our target market General webinars Thought leader interviews Sales decks Competitive analysis Comparison checklists Product features/benefits Product demo videos Case studies Free trials Live demos Proof of concept Knowledge base User manuals Professional Services or Standard implementation Online training In person training Quarterly regional workshops Quarterly CXM meetings Widen Summit Customer advocates Customer referral rewards Content delivered during moments AWARE CONSIDER DECIDE UTILIZEONBOARD Widen differentiators
  46. 46. What are your differentiators? Are you creating content about how you’re different? THINK ABOUT:
  47. 47. What are you doing to make your customers the hero of your marketing content? THINK ABOUT:
  48. 48. Sales and marketing alignment
  49. 49. WHY WE’RE DOING IT HOW WE’RE MEASURING WHAT WE’RE DOING MARKETING BLUE PRINT
  50. 50. Title Circle text goes here, should be concise. Title Circle text goes here, should be concise. Title Circle text goes here, should be concise. PAIN POINTS OF OUR TARGET MARKET WORDS USED TO SEARCH FOR PRODUCTS AND SERVICES FREQUENTLY ASKED QUESTIONS FROM BUYERS Sales conversations fuel content MARKETING BLUE PRINT
  51. 51. Weekly Pod Stand up Marketing and Sales Weekly Cross Team Rally CXM, Sales, Marketing, Support Product, UX Weekly Widen Stand up Company-wide Weekly Content Meeting Marketing and Sales MARKETING BLUE PRINT Internal dialogue – weekly sharing
  52. 52. You’ve got to start with the customer experience and work your way back to the technology - not the other way around.” - STEVE JOBS, Co-founder, Chairman and CEO, Apple “
  53. 53. Salesforce (Sales enablement) HubSpot (Customer experience) Widen Collective (Marketing management) WIDEN’S MARTECH STACK Tools that support our strategy
  54. 54. WIDEN’S MARTECH STACK SALES ENABLEMENT Customer relationship management Business intelligence
  55. 55. WIDEN’S MARTECH STACK SALES ENABLEMENT Customer relationship management Business intelligence CX MANAGEMENT Web CMS Email, Social, Digital Personas, Tracking
  56. 56. WIDEN’S MARTECH STACK SALES ENABLEMENT Customer relationship management Business intelligence CX MANAGEMENT Web CMS Email, Social, Digital MARKETING MANAGEMENT Digital asset management Content analytics Personas, Tracking Work management
  57. 57. SALES ENABLEMENT Customer relationship management Business intelligence CX MANAGEMENT Web CMS Email, Social, Digital MARKETING MANAGEMENT Digital asset management Content analytics Personas, Tracking Work management WIDEN’S MARTECH STACK COLLECT + TRACK + SHARE Digital interactions with all buyers and customers
  58. 58. MARKETING BLUE PRINT Get Customers Engage Customers Digital / Paid 22% Widen Events 18% The right allocation of budget A B
  59. 59. What’s next?
  60. 60. 1. Brand Archetypes
  61. 61. MEANINGFULNESS
  62. 62. EMOTIONAL CONNECTION
  63. 63. 2. Service design/redesign
  64. 64. SYNCHRONIZED EXPERIENCES
  65. 65. OUTSIDE/IN PERSPECTIVE
  66. 66. 3. Global expansion
  67. 67. KEEP BUILDING (even if you need to tear down what you have today)
  68. 68. The ROI of a great customer experience
  69. 69. CUSTOMER TRUST THE RESULTS
  70. 70. CUSTOMER TRUST THE RESULTS BRAND ADVOCACY
  71. 71. CUSTOMER TRUST BRAND ADVOCACY THE RESULTS MORE REVENUE CHANNELS
  72. 72. CUSTOMER TRUST BRAND ADVOCACY MORE REVENUE CHANNELS THE RESULTS BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS
  73. 73. THE RESULTS CUSTOMER TRUST BRAND ADVOCACY MORE REVENUE CHANNELS BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS BETTER PRODUCT AND BUSINESS DECISIONS
  74. 74. CUSTOMER TRUST BRAND ADVOCACY MORE REVENUE CHANNELS BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS BETTER PRODUCT AND BUSINESS DECISIONS MARKET LEADERSHIP THE RESULTS
  75. 75. THE RESULTS
  76. 76. THE RESULTS 104 16
  77. 77. 89% (2012) to 96% (2016) Customer retention THE RESULTS
  78. 78. How likely is it that you would recommend our company/product/service to a friend or colleague? NET PROMOTER SCORES 2016 48 2015 43 2017 56
  79. 79. “The Widen experience is having a team outside of your own team who is rooting for you and trying to make your system and your office and your product better.” - KELSEY BAWAL, Kelley School of Business
  80. 80. Things to remember
  81. 81. Customer centricity + your brand + useful products/services (+ failures) = A GREAT CX 1 REMEMBER
  82. 82. Don’t be afraid to fail. Failure isn’t the end, it’s the beginning of something new. 2 REMEMBER
  83. 83. Empower people to contribute to the success of your customers and your business. 3 REMEMBER
  84. 84. Map your customer journey and provide audiences with helpful content at every touchpoint along the way. 4 REMEMBER
  85. 85. Find the right mix of tools to support your customer journey and marketing strategy. 5 REMEMBER
  86. 86. Amazon didn’t kill the retail industry. They did it to themselves with bad customer service. Netflix didn’t kill Blockbuster. They did it to themselves with ridiculous late fees. Uber didn’t kill the taxi business. They did it to themselves by limiting number of taxis with fare control. Apple didn’t kill the music industry. They did it to themselves by forcing people to buy full length albums. Air BnB didn’t kill the hotel industry. They did it to themselves with limited availability and pricing options. BEING NON-CUSTOMER CENTRIC IS THE BIGGEST THREAT TO ANY BUSINESS. - CHRISTIAN POSTA, Chief Architect at Red Hat “
  87. 87. TAKE THE RISK
  88. 88. What experience do you want to build and who do you want to come? YOUR HOMEWORK:
  89. 89. Questions?
  90. 90. Get in touch! Contact: 800-444-2828 marketing@widen.com www.widen.com

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