1. FROM MAILERS TO CX
25 YEARS OF MARKETING, & WHAT NEEDS FIXING

2. @portentint

3. Son, you’re going into marketing?!!!
Son went to law school.
Decided to go into marketing.

4. @portentint

5. @portentint

6. @portentint

7. NO

8. HELL YES

9. @portentint
“AMP will be dead in a year”

10. @portentint
Portent
1995

11. @portentint
Responsive

12. @portentint
Engaging

13. @portentint
Content
Marketing

14. @portentint
Analytics

15. Content Management System

16. SEO

17. Sigh

18. SEO

19. @portentint
<meta name=“keyword”
content=“shoes, red shoes, running
shoes, green shoes, shoelaces,
shoe laces, big shoes, small
shoes, shoes with heels, shoes
with no heels, shoes with heals,
shoes for blisters, steel toed
shoes, shoes shoes, shoos, new
shoes, old shoes, pink shoes,
black shoes, white shoes, wite
shoes, red shoes, dancing shoes,
soccer shoes, horse shoes, cow
shoes, shoes for the rain, shoes
for the snow, snow shoes

20. @portentint
Overture
Goto
D.A.R.T.

21. We’ve come a long way

22. Responsive
Analytics

23. Content Management System

24. Responsive

25. Psychographics/Demographics

26. Natural Language Processing

27. @portentint
Machine learning blockchain-enabled
data-driven directive marketing that
is driven by artificial intelligence
using cloud-based workflows on a no-
code platform to enable advanced,
real-time decision making driven by
cutting-edge algorithmic data science

28. Do great SEO

29. Do great PPC

30. Build a great site

31. Optimize the cart

32. Treat the customer like…

33. The Support Experience

34. Since the dawn of time
Find
Buy
Support

35. New Tools

36. Same crap

37. @portentint
We value the customer experience
for the customers because their
experience is important so we do
customer experience for our
customers and their experience
Brands talk about customer experience

38. But have 3 different teams
marketing
sales
support

39. …and treat customers like 3 people
finder
buyer
support
WTF?!

40. @portentint
Dumb CX

41. I’m one person

42. I’m one person

43. I’m one person

44. Brands are still like…

45. @portentint
A crazy idea

46. @portentint
SUPPORT
INTELLIGENT CX
FIND
BUY
+

47. @portentint
SUPPORT
INTELLIGENT CX
FIND
BUY
+
oh for god’s
sake ian you’re
just trying to
write a book

48. 1993 is calling.
They want their
marketing back.
Then fix it

49. @portentint
We have the tools

50. @portentint
We have the data

51. @portentint
So !@#)(* do it

52. I want some shoes

53. @portentintSEARCH, 2018

54. @portentintSEARCH, 2018

55. Uh, what?

56. @portentintSEARCH, 2018

57. They knew the shoes I looked at = +1 point

58. But why make me ask the question?

59. Asked and Answered. Use it.

60. @portentint
Use customer questions to
increase conversion rates
SUPPORT
BUY
1

61. Increase sales: Answer in product description

62. Increase sales: Answer in product description

63. Increase sales: Answer these questions onsite

64. “Put it in the FAQ”

65. Wooo let’s go look at the FAQ yay

66. No.

67. @portentint
Put it in the product description!!!!!!!!!!!

68. @portentint
Use customer questions to
improve SEO, PPC
SUPPORT
FIND
2

69. Talk to sales & customer support

70. Look on Amazon

71. Find questions

72. Make sure you answer on your site

73. Improves SEO

74. Totally possible since…

75. @portentint
Use customer support
data to modify site content
& reduce call volumes
SUPPORT
BUY
SUPPORT
3

76. “We’re getting too many support calls”

77. “Let’s move some stuff around on the site!!”
3
$

78. “Let’s move some stuff around on the site!!”
3
$

79. @portentint
“Let’s use AI!”

80. @portentint

81. @portentint

82. @portentint

83. @portentint
“What did you need that you couldn’t find?”

84. Call Center Site Content
Feedback loop

85. Call volume -40% = Higher profits

86. Could’ve started when...

87. @portentint
Use sales forecasting to
pace ad spending
BUY
FIND
4

88. Units Sold vs. Clicks
Stop buying
ads here
Basic forecasting

89. @portentint
Automating in Adwords
http://portent.co/2oUaLal

90. Possible since math
Square Root Rule

91. Sales Marketing
Increases ROI, quality score

92. @portentint
Combine sales data and
marketing analytics to
accurately attribute $$FIND
BUY
FIND
5

93. Closed-loop attribution

94. Closed-loop attribution

95. @portentint
UID in Google Analytics
UID in CRM

96. Better decision making, ROI

97. Sales Marketing
Increases ROI, quality score

98. Could’ve done this when...
By Aeroid (Own work using [1]) [CC BY-SA 4.0 (https://creativecommons.org/licenses/by-sa/4.0)], via Wikimedia Commons

99. @portentint
Send your most successful
psychographic profiles to
sales and supportFIND
SUPPORTSALES
6

100. Why not?!!!

101. @portentint
Send location data to your
stores, connect to channels,
and inform support
FIND
SUPPORT
SALES
7

102. Location-based

103. Location-based

104. Yeah, so, it’s creepy

105. @portentint

106. @portentint
Use location data to connect
offline and online behavior
8

107. Beacons

108. Beacons

109. Beacons

110. @portentint
Explore models that combine
data from sales, marketing
and support to predict and
provide the best experience
9

111. @portentint
Machine Learning

112. @portentint
Caution:
In over my head

113. @portentint
Machine Learning = AI≠

114. Machine Learning
someone’s going
to push this soon

115. AI
Screw it. I’m
pushing this.

116. Take inputs
Pages viewed Micro-conversions
Referrers Language
Device Support history
Order historyLast session
Onsite searches

117. Predict Results
Pages viewed: 3 E-mail signup
Organic, PPC, Organic US-EN
Samsung Common requests
Last 10 orders1 hour ago
Last 10 searches

118. Predict results
they need help
choosing the
right phone

119. Predict results
you’re going
to need new
tires soon

120. Predict results
we’re going
to hit capacity.
stop buying
ads.

121. @portentint
OK, how hard is it, really?

122. BigML

123. BigML

124. BigML

125. @portentint

126. @portentint
What’s it tell you?
if someone has an
NPS of 7, don’t ask
them. It’ll just piss
them off.

127. @portentint
Explore bigger datasets
to optimize campaigns,
organic, support routing,
content

128. Capybara break

129. @portentint
What you’ll hear

130. @portentint
“Ain’t my team”

131. @portentint
If you can @#)$! up the marketing
you’re in marketing

132. @portentint
If you can @#)$! up the sale
you’re in sales

133. @portentint
If you can @#)$! over the customer
you’re in support

134. @portentint
“We’re B2B”

135. @portentint
“We sell services”

136. @portentint
“We don’t have the budget”

137. @portentint

138. @portentint
“It will require developer time”

139. Get me the data I’ll do it

140. Get me the data I’ll do it

141. vlookup

142. @portentint
“It’s not 100% accurate”

143. Buy any print lately?

144. Trade show booths?

145. @portentint
Incremental wins

146. @portentint
This must happen

147. @portentint
“Intelligent CX is how we’ll do marketing”

148. @portentint

149. @portentint

150. One win at a time

151. @portentint
SUPPORT
INTELLIGENT CX
FIND
BUY
+

152. @portentint
CLAP ENTHUSIASTICALLY
portent.com/blog
@portentint
http://portent.co/intelligentcx