SPEAKER: Jeff Marcoux of Microsoft http://b2bmarketing.exchange

1. #B2BMX
Building a Customer-Centered
Content Strategy

2. #B2BMX
Jeff Marcoux
CMO Lead, WW Enterprise Marketing
Marketing Professor,
UC Irvine
Board Member
Internet Marketing Association
Marketing & Communications Executives
International
@JeffMarcoux

3. “Every touch point with a customer is marketing”
@JeffMarcoux

4. “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

5. #B2BMX
Have you taken
the journey?

7. @JeffMarcoux

8. Drowning in Data
@JeffMarcoux

9. @JeffMarcoux

11. @JeffMarcoux

12. @JeffMarcoux

13. @JeffMarcoux

14. @JeffMarcoux

15. @JeffMarcoux

16. Technology Process Culture

17. The Marketing Silver Bullet

25. #B2BMX
What is the journey?

26. 1
2
3
4
5
Product-centric
…the marketing ‘funnel’
Awareness
Consideration
Conversion
Loyalty
Advocacy

28. #B2BMX
The Journey Has Changed

29. In-product Social & On-boarding Content

30. Chatbots

34. #B2BMX
First thing first, who is my customer?

35. #B2BMX
 Build out personas by hand or with technology
 Product Centric Company or Customer Centric Company?
Defining your customer

36. Functions of senior marketing leadership
Tailoring 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
marketing
manager
Product
Market
research
director
MarCom
manager
Leads corporate branding, marketing
communications, and strategic IP
Demand
generation
& lead
nurturing
director
Demand Generation
Event
director
Description
Analyst 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
operations
manager
Directs the
development and
implementation
of processes,
tools, metrics,
infrastructure and
technology to
improve
marketing
operations

37. 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 CMOTrusted channels

38. #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

39. #B2BMX

40. #B2BMX
TAM as I look at it
Total Addressable Market
Fit Engaged
Actively Looking
Those you don’t know
about
Your
customers
Competitors
customers
Find through
Inbound/Outbound
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

41. #B2BMX
 Build out personas: by had or with technology
 Identify your Total Addressable Market
 Define your customer journey
Defining your customer

42. …Customer Decision Journey
People-centric
Open to
possibility
Decision to
change
Evaluating
Shopping
Experiencing

43. #B2BMX

44. #B2BMX
 Air cover/General Awareness
 Social
 Stunts
 Events
 Swag: Backpacks | Laptop Screens | Etc.
 Advertising
Different Stages

45. #B2BMX
 Air cover/General Awareness
 Advertising
 Ad Words
 Display Ads
 Predictive Advertising
 Dissatisfaction Campaigns
 ABM Advertising
Different Stages

46. #B2BMX
 Air cover/General Awareness
 Advertising
 Conversion content & retargeting
Different Stages

47. 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

48. Assessment
Report
Outbrain
Vibrations
Promotional, social, paid social, paid
amplification, media, blogs, infographics,
and SlideShare associated with the
promotion of the content epicenter.
Epicenters
An 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”
Aftershock
Assets that strategically continue the
conversation, provide lead score
opportunity, or MQL opportunity.
Digital

49. #B2BMX
 Air cover/General Awareness
 Advertising
 Conversion content & retargeting
 Real-time personalization
 Website
 Email
 Social
 Bots/AI
Different Stages

50. #B2BMX
 Air cover/General Awareness
 Advertising
 Conversion content & retargeting
 Real-time personalization
 Nurture marketing w/ personalization & branching
Different Stages

51. 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

52. Once you take them off… you’ll
never put them on again

53. #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

54. #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

55. #B2BMX
Because Science… A few more tips
Default EffectParadox of Choice Forgetting Curve

60. #B2BMX