#B2BMX
Building a Customer-Centered Content Strategy
#B2BMX
Jeff MarcouxCMO Lead, WW Enterprise MarketingMarketing Professor, UC Irvine Board Member Internet Marketing Association Marketing & Communications Executives International
@JeffMarcoux
“Every touch point with a customer is marketing”
@JeffMarcoux
“By 2020, customer experience will overtake price and product as the key brand differentiator.”
- Customer 2020 Report
80% of buyers said that the most significant driver during provider selection was either direct or indirect customer experience. - Sirius Decisions, 2016
#B2BMX
Have you takenthe
journey?
@JeffMarcoux
Drowning in Data
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
@JeffMarcoux
Technology Process Culture
The Marketing Silver Bullet
#B2BMX
What is the journey?
12345
Product-centric
…the marketing ‘funnel’
Awareness
Consideration
Conversion
Loyalty
Advocacy
#B2BMX
The Journey Has Changed
In-product Social & On-boarding Content
Chatbots
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First thing first, who is my customer?
#B2BMX
Build out personas by hand or with technology Product Centric Company or Customer Centric
Company?
Defining your customer
Functions of senior marketing leadershipTailoring our message to specific marketing roles helps increase impact
Advertising/ promotions director
Digital strategies manager
Creative directorCMO
Sets the creative direction and shapes the internal and external brand image
Data scientist
Social media manager
Public relations director
Website director
Digital Marketing/Web
Corporate Marketing
Creative/Advertising
Identifies customer needs and conceives, develops, and implements innovative digital marketing strategies to engage them
Description Product marketingmanager
Product
Market research director
MarCom manager
Leads corporate branding, marketing communications, and strategic IP
Demand generation & lead nurturing director
Demand Generation
Event director
DescriptionAnalyst and investor relations manager
Brand Manager
Mobile director
Sales readiness executive
Inbound marketing/ content offers
Product evangelist
Leads and analyzes marketing initiatives related to driving sales and revenues
Researches, positions and leads the product strategy to properly meet the needs of target customers
Marketing Ops
Marketing operationsmanager
Directs the development and implementation of processes, tools, metrics, infrastructure and technology to improve marketing operations
Meet “Julia” – [CMO]Sets the marketing strategy and leads the marketing team to deliver superior customer experiences and a positive corporate brand image. Monitors marketing effectiveness and industry success. Builds, presents, and argues the business case for the marketing budget.
Reports to
Direct reports
Goals
CEO
Marketing executives in the areas of: creative, digital, product, corporate and demand generation & external agencies
Increase top and bottom line revenues by X% Grow product market share by Y% Retain existing customers and secure new ones or
increase the number of qualified leads in the pipeline
Increase brand awareness by driving X customers to our website and stores/business
Implement strategies that improve brand preference by X% among key demographic groups
Translate customer and marketing analytics into meaningful insights to get a synchronized view of the customer
Manage a growing team of internal and external resources Creatie a responsive team that has the agility to act quickly
when new marketing opportunities arise Find the information/technologies necessary to drive new
revenues and customers. (Technology awareness was identified by (54%) of CMOs as the top competency to improve.)
Highly influenced by recommendations from team, particularly digital marketing/mktg. technology personnel, and external peers
Budgets increasing in the areas of digital advertising, mobile marketing, digital commerce, and corporate website
A study by Forrester found that 54% of CMOs identified meeting revenue targets as their most important business driver. What marketing programs are driving the most revenues for your business?
Did you know that 80% of customer data will be wasted due to immature enterprise data “value chains”? Have you thought about ways you could better leverage customer data in your programs?
Did you know that nearly half of employees report that social tools at work help increase their productivity, but more than 30% of companies underestimate the value of these tools and often restrict their use? How are you collaborating with your marketing internal teams and external agencies today and do you have the right social and communication tools in place?
Bill Gates was recently quoted as saying that he believes the pace of innovation is faster today than ever before. How are you using technology today to keep your finger on the pulse of the industry, your business, and your competition?
Own the customer experience Set the company’s marketing strategy and maintain
brand awareness Advocate for, define and manage the marketing
budget Lead the marketing team to meet lead generation,
revenue and market share goals for the company
Responsibilities
Challenges
Conversation starters
Purchasing insights
CMO.com, The CMO Club, Harvard Business Review, The CMO Collective, LinkedIn Chief Marketing Officer Network, Fierce CMO
Trusted channels
#B2BMX
Build out personas: by had or with technology Product Centric Company or Customer Centric
Company? Identify your Total Addressable Market (TAM)
Defining your customer
#B2BMX
#B2BMX
TAM as I look at itTotal Addressable Market
Fit Engaged
Actively Looking
Those you don’t know about
Your customer
s
Competitors
customers
Find through Inbound/Outbou
nd Big Fish
Not a good fit
Targeted ABM
Advertising | Events | Email | Etc.
ABM w/ Intent Detection Dissatisfaction | Value |
ABM
Predictive Lead Gen | ABM
Loyalty | Education | Expansion
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Build out personas: by had or with technology Identify your Total Addressable Market Define your customer journey
Defining your customer
…Customer Decision Journey
People-centric
Open to possibility
Decision to change
Evaluating
Shopping
Experiencing
#B2BMX
#B2BMX
Air cover/General Awareness Social Stunts Events Swag: Backpacks | Laptop Screens | Etc. Advertising
Different Stages
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Air cover/General Awareness Advertising
Ad Words Display Ads Predictive Advertising Dissatisfaction Campaigns ABM Advertising
Different Stages
#B2BMX
Air cover/General Awareness Advertising Conversion content & retargeting
Different Stages
What is holding us back?Content Marketing
74% of online consumers get frustrated with Web sites when content appears that has nothing to do with their interests. – Harris Interactive, 2013
Activate Around Customers
“Digital Disruption Assessment Tool” Content Journey Assessment
Blog 2
UBER Blog 3
Growth Hack Blog 4
Disrupt 101
Blog 5
TBD MW
Blog 6
Exp > Tech
Blog 1
Digital Disrup
t
Infogr 2
Digital Disrup
t
Report
Outbrain
Infogr 1
Digital Disrup
t
Banner Ad
Demand Gen Banner
Ad
Retarget
Email 1
Email 2
Banner Ad
Retarget
VibrationsPromotional, social, paid social, paid amplification, media, blogs, infographics, and SlideShare associated with the promotion of the content epicenter.
EpicentersAn interactive microsite that helps guide execs through important questions about auditing their organization + a customized report with insights and recommendations.
Also, a gated whitepaper by The Economist “How Technologies are Transforming Business Functions”AftershockAssets that strategically continue the conversation, provide lead score opportunity, or MQL opportunity.
Global Dema
nd Center
s
GIAM
214
Direct Propos
al CIE
Email 3
GIAM
214
Direct Propos
al CIE
Global Deman
d Centers
2 Gates2 Infographics1 Slideshare6 Blogs25 Social Posts7 Ads4 Emails
Digital
#B2BMX
Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization
Website Email Social Bots/AI
Different Stages
#B2BMX
Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization Nurture marketing w/ personalization & branching
Different Stages
Customer List:Organic traffic, paid demand gen, social, Hand off from other nurture
Target Audience:Marketing Leaders
START
Organic & Paid Customers Gate (Unknown to Lead)Marketing Insights Journey
EMAIL #1
EMAIL #2A
EMAIL #2B
EMAIL #2C
EMAIL #2(ABC) – Top Performer
Email Link Clicked
YESCTA #1
CTA #2
CTA #3
YES
YES
NO
Email Link Clicked
Pass to Happy Meal Nurture
Email Link Clicked
Reassess
Nurture
NO
YES
Reassess
Nurture
EMAIL #3
Score and Pass to Alt Nurture
Pass to Power BI Page
Pass to Power BI Trial
Reassess
Nurture
Reassess
Nurture
Pass to Partner
Pass to Azure Marketplace
Pass to Happy Meal Nurture
Email Link Clicked
YES
NO
NO
YES
Email Link Clicked
NO
YES
One week between click engagements, two weeks in between non-click engagements
CTA #1
CTA #2
CTA #3
CTA #1
CTA #2
CTA #3
Once you take them off… you’ll never put them on again
#B2BMX
Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization Nurture marketing w/ personalization & branching Account Based Marketing
Different Stages
Planned| Expansion| Predictive Lead Gen| Opportunistic
#B2BMX
Go through your customer journey List out key personas your company targets Map out existing touch points & content Call out gaps in your content and customer journey
Putting it all together
#B2BMX
Because Science… A few more tipsDefault EffectParadox of Choice Forgetting Curve
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