Building a Customer-Centered Content Strategy
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 Report80% of buyers said that the most significant driver during provider selection was either direct or indirect customer experience. - Sirius Decisions, 2016
Sirius Decisions just released a study that asked: What was the most significant driver of the decision to select the provider of choice? They found that 80% related to direct or indirect customer experience!4
Have you takenthe journey?
This is a marketing intervention. How many of you think the customer experience is important? How many of you have had a bad experience recently with a business? Customer Experience is more important than ever why? 6
Because we still suck at it. 7
Drowning in Data
More Data, Big data, Structured Data, Crazy Data. Why does data matter? Data is the key to unlocking your customer, to unlocking your future. We have TONS of data- email, social, web, mobile, advertising, InMail, Pretty data, small data, CRM Data, ERP Data. Data Data Data! We are drowning in data about our customers. And guess what?8
We still suck at it9
How can we have all this data and still be terrible? There are a lot of great technologies out there to try and help us with this, in fact there are over 3000! But what does more data give us?10
But the last thing we need is another dashboard! 11
Dashboards lead to analyst, analyst lead to costs. And guess what? Weve tried this and it doesnt work.
We still suck at customer experience. 13
Now is the time. Now is the era of a marketing revolution. Technology will not simply solve our problems. 14
Transformation is part technology, part process, part culture. Now is the time to put technology to work for you. Now is the time to delight your customers, to create amazing experiences. How? By putting your data to work for you. 15
Transformation is part technology, part process, part culture. Now is the time to put technology to work for you. Now is the time to delight your customers, to create amazing experiences. How? By putting your data to work for you.
The Marketing Silver Bullet
What is the journey?
Product-centricthe marketing funnelAwareness Consideration ConversionLoyaltyAdvocacy
What we found surprised us. The traditional product-centric marketing funnel approach we have been taught as marketers to follow didnt actually map to the consumer decision journey. We discovered that consumers dont follow a linear pattern. They bounce around between stages of the path to purchase and most customers paths to purchase are not alike. We did find 5 key stages, however, that everyone passed through at some point along the path to purchase.
The Journey Has Changed
In-product Social & On-boarding Content
First thing first, who is my customer?
Build out personas by hand or with technologyProduct Centric Company or Customer Centric Company?Defining your customer
Functions of senior marketing leadershipTailoring our message to specific marketing roles helps increase impactAdvertising/ promotions directorDigital strategies managerCreative directorCMOSets the creative direction and shapes the internal and external brand image
Data scientistSocial media managerPublic relations directorWebsite directorDigital Marketing/WebCorporate MarketingCreative/AdvertisingIdentifies customer needs and conceives, develops, and implements innovative digital marketing strategies to engage themDescriptionProduct marketingmanagerProductMarket research directorMarCom managerLeads corporate branding, marketing communications, and strategic IPDemand generation & lead nurturing directorDemand GenerationEvent directorDescriptionAnalyst and investor relations managerBrand ManagerMobile directorSales readiness executiveInbound marketing/ content offersProduct evangelistLeads and analyzes marketing initiatives related to driving sales and revenuesResearches, positions and leads the product strategy to properly meet the needs of target customersMarketing OpsMarketing operationsmanagerDirects the development and implementation of processes, tools, metrics, infrastructure and technology to improve marketing operations
Chart compiled from content found on the following pages:http://blog.hubspot.com/blog/tabid/6307/bid/34029/8-Ready-Made-Job-Descriptions-to-Recruit-an-All-Star-Marketing-Team.aspxhttp://www.forbes.com/sites/jenniferrooney/2013/10/04/heres-what-the-marketing-organization-of-the-future-should-look-like/http://customermodel/personas/http://marketinggovernance.com/?p=2364
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 toDirect reportsGoalsCEOMarketing executives in the areas of: creative, digital, product, corporate and demand generation & external agenciesIncrease 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 pipelineIncrease brand awareness by driving X customers to our website and stores/businessImplement strategies that improve brand preference by X% among key demographic groupsTranslate customer and marketing analytics into meaningful insights to get a synchronized view of the customerManage a growing team of internal and external resourcesCreatie a responsive team that has the agility to act quickly when new marketing opportunities ariseFind 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 peersBudgets 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 experienceSet the companys marketing strategy and maintain brand awarenessAdvocate for, define and manage the marketing budgetLead the marketing team to meet lead generation, revenue and market share goals for the companyResponsibilitiesChallengesConversation startersPurchasing insightsCMO.com, The CMO Club, Harvard Business Review, The CMO Collective, LinkedIn Chief Marketing Officer Network, Fierce CMOTrusted channels
Quotation: A study by Forrestor found that 54% of CMOs identified meeting revenue targets as their most important business driver. Source: The Evolved CMO, Forrester, March 2014, http://www.heidrick.com/Knowledge-Center/Publication/The-Evolved-CMO-in-2014
Quotation: 80% of customer data will be wasted due to immature enterprise data value chains Source: 2014 Predictions for Chief Marketing Officers, IDC, December 17, 2013, http://www.idc.com/getdoc.jsp?containerId=prUS24541813
Quotation: 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. Source: Microsoft Research, May 27, 2013, https://www.microsoft.com/en-us/news/press/2013/may13/05-27socialtoolspr.aspx
Quotation: The pace of innovation today is faster than ever. Source: Bill Gates as quoted in The Washington Post (video interview with writer Steven Levy), November, 11, 2013, http://www.washingtonpost.com/blogs/innovations/wp/2013/11/13/bill-gates-the-pace-of-innovation-today-is-faster-than-ever/