Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys
•
1 gefällt mir•211 views
We are all human and we are all unique. Why do brands treat us as giant cohorts when that is not how we want to interact? Personalization and context are becoming the key battleground for customer experience. In this session, professor and practitioner Jeff Marcoux, will highlight how B2B brands are moving beyond basic tailoring of emails and landing pages, to build truly customized paths for different buyers from first touch to close.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys
Ähnlich wie Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys (20)
Mehr von G3 Communications
Mehr von G3 Communications (20)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys
- 1. #B2BMX Putting Personalization To Work In B2B: How Brands Are Building Contextual Customer Journeys
- 6. Life in 2007… Food Entertainm ent Communication Health & Wellness Home Apparel Travel Transportation FinancialServices
- 7. Life in 2018… Food Entertainm ent Communication Health & Wellness Home Apparel Travel Transportation FinancialServices
- 8. New technologies are creating smarter and more engaging experiences for customers. Today’s customers want to engage with businesses in a personalized and contextual way. Customers will abandon a brand in favor of one with a better customer experience.
- 9. I want it now…
- 10. ©2017 TeleTech. Confidential and Proprietary.10 “The last best experience that anyone has anywhere, becomes the minimum expectation for the experience they want everywhere.” IBM’s Bridget van Kranlinge
- 13. #B2BMX Static Contextual 1st Party Data 3rd Party Data Data + i Data Intelligence Null 0 + 1 Owned Data Retargeting Web Email Social Sales Purchased Demo/Geo Behavioral Weather (1st & 3rd)+ i Lets talk data & personalization maturity
- 14. Increasingly, data and technology are becoming central to the entire customer experience. - Wall Street Journal
- 15. Bad data leads to bad decisions Silo’d data Radically personalized Switching is easy Only 10% of company’s have successfully broken down data silos and aggregated customer information. 89% of buyers say they expect companies to understand their unique needs and expectations. 66% of customers say they are likely to switch brands if they feel treated like a number Salesforce McKinsey 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 01010101010101010101 89%
- 17. #B2BMX Ideal Client Profile Mapping: Before Industry A Industry E Industry C Industry B Industry K Industry D Industry F Industry G Industry I Industry H Industry J Industry L Re-evaluators Expanders IdlersDecliners
- 18. #B2BMX Industry A Industry E Industry C Industry B Industry D Re-evaluators Expanders IdlersDecliners Ideal Client Profile Mapping: After
- 19. #B2BMX ICP > TAM > ABM: Taming the Alphabet Who are my perfect customers? Where do they work? What do they do? What accounts fit that profile? Where are they located? How many are in my database? Let’s target: 1 2 3 IDEAL CUSTOMER PROFILE Define your targets. TOTAL ADDRESSABLE MARKET Find every matching account. ACCOUNT-BASED MARKETING Target them one by one.
- 20. Personalization in Tactics Humanizing Digital
- 21. #B2BMX Email Web Advertising Static Basic Social Content Social Selling Tactical Personalization: Humanizing Digital
- 24. #B2BMX Email Web Advertising Static Basic Branching Variable Context Static Demo/Geo Retroactive Context Dynamic ContextPreemptive Context Static Content Retargeting BehavioralDemo/Geo Social Content Adv. ABM Social Selling Tactical Personalization: Humanizing Digital
- 26. Listen to text and voice channels Remember what it has learned Understand inquiries and sentiment, in all required languages and across all use cases Know when to escalate to a Human Agent, and be able to seamlessly transfer the customer Respond with personalized & contextual answers
- 27. Personalization in Sales Digitally Enabling Humans
- 28. Account Based Engagement Planned Existing Account Expansion Opportunistic Predictive Lead Generation – Intent – Lookalike Models
- 31. To use this slide, please copy from master Secondary copy goes here Creep Factor
- 33. Where you target How well you know me How well SHOULD you know me
- 34. What kind of business are you?
- 35. High volume
- 36. High touch
- 37. #B2BMX Email Web Advertising Static Basic Branching Variable Context Static Demo/Geo Retroactive Context Dynamic ContextPreemptive Context Static Content Retargeting BehavioralDemo/Geo Social Content Adv. ABM Social Selling Where are you? ROI vs Impact vs Cost
- 38. Which would you be more likely to respond to? Best personalized marketing campaign vs A personal note
- 39. You don’t want personalization, you want personalized
- 40. Because you don’t want a personalized suit
- 41. You want a suit guy
- 42. #B2BMX Audit your data: Have, Don’t have, Using, Not Using Audit your Technology Where will Personalization have the best Return? Which Tactics should you Advance? Key next steps
- 43. You can automate some parts of the relationship building process, but you can’t automate relationships. -StevenClough,BehavioralEconomists&Founderof AVO