How Samsung Designed and Activated Buyer Journeys in their ... · PERSONALIZATION DECISION INSIGHT SITE ANALYTICS SEARCH DATA SOCIAL DATA MEDIA USAGE MQL / SQL SALES INSIGHTS FUNNEL

1#MerkleDigital17@MerkleCRM

HowSamsungDesignedandActivatedBuyerJourneysintheirDigitalEcosystem

ASamsungCaseStudy


YourSpeakers

VernonFongDirector,DigitalMarketing

RonParkVP,CustomerStrategy


• ADifferentKindofPersona

• MappingouttheBuyerDecisionJourney

• ARoadmaptoBuildingouttheDigitalExperience

• ActivationandEnablement:Data,Test&Learn

• TheResults

ActivatingaB2BJourney


CommercialTVs

DesktopMonitors

DesktopVirtualization

Smartphones Laptops SolidStateDrives

Tablets PrintersandMFPs

SamsungKnox

Healthcare Education Retail Government Finance Transportation Hospitality SamsungBusinessServicesTM

AboutSamsungBusiness

P RODUC T S & S E RV I C E S

I N DU S T R I E S S E RV ED

5#MerkleDigital17@MerkleCRM 5#MerkleDigital17@MerkleCRM

INSIGHTS DELIVERYSEARCH

DISPLAY

SITE

SOCIAL

EMAIL

DM

LANDING

SEO SEM

CONTENT

PERSONALIZATION

DECISIONINSIGHT

SITEANALYTICS

SEARCHDATA

SOCIALDATA

MEDIAUSAGE

MQL/SQL

SALESINSIGHTS

FUNNELDATA “noman’sland”landthatisunoccupiedorisunderdisputebetweenparties

thatleaveitunoccupiedduetofearoruncertainty

Createsaccidentalexperience

6#MerkleDigital17@MerkleCRM 6#MerkleDigital17@MerkleCRM

BUYERJOURNEYTranslatesinsightsinto

howtheexperiencemustworkforboththebuyer

&thebrand

INSIGHTS DELIVERYSEARCH

DISPLAY

SITE

SOCIAL

EMAIL

DM

LANDING

SEO SEM

CONTENT

PERSONALIZATION

DECISIONINSIGHT

SITEANALYTICS

SEARCHDATA

SOCIALDATA

MEDIAUSAGE

MQL/SQL

SALESINSIGHTS

FUNNELDATA


ASamsungCaseStudy

BuildingtheSamsungBusinessBuyerJourney


Samsung’sMarketingEvolution

insights strategy tactics enablement

PERSONAS JOURNEYs PLAYBOOKS ACTIVATION


Achievement|Recognition|Legacy Preserving|Stability|PeaceofMind

DecisionmakersfallintotwoorientationswhenmakingITbusinessdecisions


CommonGroundOverallpositioning,functionality,media&channelpriority,content&assetprioritization,offer&

incentive

TheCommonGround

Finance

Simple

Smartphone

AspirationalDecisionMaker

AwarenessPhase

Retail

PreventativeInfluencer

Complex

Tablet

ConsiderationPhase

INDUSTRY

PERSONA&ROLE

THEOCCASION

MultipleSituations


Playbooks:TheJourneyHow-ToManual

Eachplaybookincludesfourcomponentsthat,together,providetheend-userhow-tomanualtoactivatethefuturestateexperience

TouchPointMap

ContentMatrix

MetricsMedia

InvestmentModel


TransformingtheDigitalExperience&MarketingStack

TheRoadmap


APeekintoSamsung

OurB2B.comwasguidedby

ourkeyprojectswithMerkle:

BuyerPersonas

BuyerDecisionJourney(BDJ)

PRE-AWARENESS AWARENESS INTEREST LEARN EVALUATE JUSTIFY CONVERT REPURCHASE

Buye

r Dec

isio

ning

Cont

ext

Needs / Expectations

Pain Points

Behavior

Stakeholders

Emot

ionan

d Re

actio

nof

the

Prim

ary P

erso

nas*

Expe

rienc

e Pl

anni

ng

Value

Pro

posit

ion

Message Weighting

Overall Market

Aspirational Achiever

Aspirational Hero

Preventative Trustee

UX FunctionalityRecommendations

Media & Channel Priority

Content & Asset Priority

Offer / Incentive

Busi

ness

Vie

w KPIs

Objective

Pers

onal

izat

ion

Enab

lers

Data

Progression Triggers

Technology

A new need arose. Which partners can solve this problem?

Which partners have the best solutions?

What else can I tell my team?

What else can my partner do for me?

Who are the leaders in the market?

Do these solutions meet my needs?

Who has the best solution based on the products they offer?

Is this the best overall value we can get?

Aspirational Achiever

Aspirational Hero

Preventative Trustee

The Buyer Decision Journey for Business Solutions

Audience InsightsProvides context to how to best engage with customers and prospects.

Experience PlanningPrioritizes functionality, content, offers and vehicle of delivery across the journey.

Business Context & Personalization EnablementCatalogs the business objectives, KPI’s and technical requirements across each phase.


AudienceInsights

Buyerneeds/expectationsBuyerpainpointsSitebehavior&analysisPrimarypersonamindset

ExperiencePlanning

Media&channelpriorityContent&assetpriorityBusinesscampaignplanning

BusinessContext

KPIs/BusinessobjectivesDataenablementopportunitiesProgressiontriggersTechnologyroadmap


Staticcontent,broadfocus

Fragmenteduserdata,impersonal

Productbasedselling

Builtonanrigidplatform

CURRENTEXPERIENCE

Dynamiccontent,targetedandrelevant

Datadriven,personalized

B2Bsolutionsandpartnerships

Flexibleplatform

FUTUREEXPERIENCE

TranslatedintoOurExperienceGoals


BDJ2015

BDJ:Buyerpersonaandinsights


2016

DevelopDMP/DOPstrategyandmodel



2016



Aligntoleadscoringmodel


2016




Adobe Eloqua SalesForce

Unifysystems



Unifysystems

2017 DevelopDMP/DOPstrategyandmodel


Createdesignandexperience




Unifysystems

2017


Implementwebsite,systemsandcontent


.comContentActivation


ContentSupplyChainScopeContent

• TooperationalizetheBDJ,andrelevantcontent,weneedtopreparebyestablishingafactory.

DemandCreationIntegratedContentStrategy

MQLsSystem&Metrics

Prod&Delivery

ContentCreation

ContentProcesses

DigitalContentStrategy

TechnologyToolsandWorkflow


TheBDJleadtoaContentHierarchybriefwhichprovidedaframeworkforhowsitepersonalization contentshouldbeconsidered:

IllustratedBuyerJourneyAgainst.COMContentContent




Data|Test|Learn

Activation– BringingittoLife


JourneyActivationStartswithIntegrationsThatAllowTest&Learn

TestandLearni i

Repeat

insight insight

ActivationPlaybooks

Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase

B U Y E R D E C I S I O N J O U R N E Y


PlatformIntegrationEnsuresSeamlessDelivery

PAIDEARNEDOWNED

User ThirdParty

EnrichedData

DynamicCallTracking

ChannelMarketingAttribution(WTB) Supportvia

Communities

PostpurchaseSupportContent

User ThirdParty

EnrichedData

insidesalescrm &marketing

digital



3PD

3PD


Analytics&BISystemsEnsureMeasurement&Accountability

BusinesstoBusiness

BuyersInfluencersCollaboratorsDistributors

SamsungCRM

Insights

SamsungBigDataSystems

LittleData(Research)

BITools




PARTNERS

OrganizationalAlignmentisRequiredtoCoordinateEfforts

SAMSUNGBusinessMarketing

DigitalMarketing

IT

Products

Sales

Brand&Creative

PaidMedia

Performance

Content&Social

Roles&Responsibilities

Process

Documentation

Objectives&KPIAlignment




TheImpactofBringingittoLife

TheResults


GS7ActiveProductLaunchPreventative

Header:Stability&PeaceofMind

Sub-object:Reassurance,durability

OpenRate3.4x

CTR1.5x

CTOR46%+


PlaybookResultstoDate

0.2 0.3 0.4 B1 0.5 B2 0.6 Interrupter 0.7 B3 0.8 1.1 B4 1.2 1.3 2.1 2.2

P RODUC T NURTUR E S T R EAM ENGAG EMENT R AT E SINTEREST

aspiratio

nal

preventative

EngagementRates

EngagementRates


Q&A

ThankYou

Documents

How Samsung Designed and Activated Buyer Journeys in their ... · PERSONALIZATION DECISION INSIGHT SITE ANALYTICS SEARCH DATA SOCIAL DATA MEDIA USAGE MQL / SQL SALES INSIGHTS FUNNEL