4. Unique
Marketing
Technology
expertise
Our breadth and
depth of
expertise across
the Martech eco-
system provides
unique value to
clients.
Industry
Experience
Deep expertise in
professional
services,
Manufacturing,
Financial Services,
Insurance, CPG,
High-Tech.
Digital
Marketing
Experts
Deep expertise in
the digital.
Work for 45
Fortune 500
companies.
Philosophy
Push the envelope.
Nimble.
Inch wide and a
mile deep.
Serious about our
work, but we don’t
take ourselves
seriously.
At a glance
8. Marketers cannot co-
ordinate across
channels
Unable to measure
82%
of enterprise marketers have no
synchronized view of customer data.
Source: Forrester
Technology is not integrated and
doesn’t
enable marketers
85%
CMOs say their efforts at implementing an
Omni-channel customer strategy are thwarted by a
lack of access to data and/or inadequate tools.
Source: Mckinsey
Marketers are
unable
to drive great
customer
experiences
Marketers delivery poor experiences to clients
Customer
Experience
is poor
94% of customers have
discontinued communication
with a company because of
irrelevant messages.
— Blue Research
12. An integrated CX platform allows
marketers to deliver personalized
experiences wherever they are.
Astrong marketing tech roadmap is
critical to great customer experiences
23. “Now to be truly competitive
your company must become
customer obsessed, which
means you need to have
deep knowledge of and
engagement with your
customers.”
Winning in The Age of The Customer
Forrester Research Inc
26. Without knowing the
profile and behavior of
every client on the site,
marketers struggle to
engage clients. Convert
unknown visitors to
known visitors, uncover
their needs and give
them content and
experiences they want ,
wherever they want it.
3waystocaptureclient
information:
Implicit:insightcapturedfromthe
websitejourney—the‘digitalfootprint’
leftbythevisitoronyourdigitalassets
Typesofinformationincludeclickstreamon
thesite,onsitesearchandtimeonsite
External: Informationcapturedby
externalserviceproviders,emerging
context-enrichedservices
Typesofinformationincludeexternallook-up
fromdataproviderlikedemandbase,where
mostNortonRoseclientswillbefound
Explicit:Convertunknowntoknown
andcaptureinformationsuppliedby
thevisitorastheysubscribeand
downloadassets
Linked-insocialsign-in/registration
Know your client
28. Asubscription center allows a subscriber to
receive information from your organization
personalized to their needs.
Know your client: Capture explicit
information
29. Customer analytics has become the
most critical technology investment
for CX improvement.
(source:Gartner)
30. Single view of the customer is key to
contextual marketing
31. Client data across
channels is aggregated
in a single repository
through tag
management and
integration
Data is used forcross
channel marketing
Data is used by a
reporting platform for
Bring data across channels to a single
source
CMS,
Website
Social
Networks
Tag
Manager
Analytics
CRM
Customer
Data
Marketing
Automation
36. The usual suspects
CMS
Portal
Marketing
Automation
Analytics
Social
CRM
Tag
Management
Search
Delivers website, mobile experience and customer
portal. Stores content and digital assets
Delivers site search and is a recommendation engine for
serving personalized content
Segments clients, tracks behaviors and delivers
personalized marketing through email
Delivers portal capability and a gated experience
Delivers social connectivity across different social
channels
Stores client data
Captures cross channel insights
Captures data from all channels and provides a single
view of the client
44. TECHNOLOGY
Orchestrate the customer journey
Unknown PersonSees Brexit story on social
media
Sees article on websiteIs served the next interesting articleSubscribes Becomes Known
Receives Brexit email on mobile
device
Share network on social
media Invited to Event
Partner recognize interestEngages with prospect
Search delivers
next article
Subscription
Center manages
profile
Capture engagement in
CRMAnonymous
profile created
and client is
segmented
Profile is
matured
Personalized and Dynamic
content
49. Start with functional needs
Analytics
Community Web Content
Management
Portal
Platform
Marketing
Automation
Shopping Cart
Public Website Extranet Portal Intranet Portal
Web Mobile EmailChannels
Properties
Physical
Platform
Capabilities
CRM Comm &
Collab
Shopping Cart Blogs
Forums
Ratings
Social
Networking
Content
Management
Personalization
Language
Support
Optimization
Composite
Application
Security
Document
Management
Workflow
Automation
Email
Campaign
Flows
Lead Scoring
Marketing
Database
Sales Database
Profile
Management
Offline History
Transaction
History
Chat
Video Chat
Forms Forms
Application Services DatabaseReporting
Digital
Signature
Real-time
Insight
Integrated
Reporting
Cross-channel
Instrumentation
50. Select marketing technology for an eco-
system
Digital
Asset
Management
CRM
Search
Mobile
Devices
eCommerce
Marketing
Automation
Web Content
Management
Systems
Product
Information
Management
Social
Networks
Communities
53. OBJECTIVESSTRATEGY+GOVERNANCEPLATFORM+EXECUTION
2017 Q1 2017 Q2 2017 Q3 2017 Q4
Establish objectives Launch New Website
Insights to make better decisions Stabilize and earn
Improve demand
generation
PersonalizeRoll out social media strategy
Customer Relationship Management Program
Establish KPIs and define analytics strategy
Technical strategy and
platform selection Social media strategy Analytic strategy
Change management
Content governance strategy
Sitecore CMS implementation Single view of the client
Eloqua marketing automation implementation Reporting
Implement CRM
Personalization
Social Media Rollout
Create a visual roadmap that links strategic priorities to project
execution
54. Refresh roadmap to
cater tochanging
business strategy, new
client needs and next
generation technology
Review KPIs to assess
performance
Test and learn
Iterate
57. Fromone sizefits all to
delivering relevant
content and experiences
- the right message to
the right person atthe
right time.
Fourstepstomarket
contextuallytoclients:
1. Knowyourclient
2. Segment yourclients
3. Personalize
engagement
4. Reachclientswherever
theyare
Contextual marketing improves client
engagement
Hinweis der Redaktion
Thank you all so much for coming. I see a lot of familiar faces. I’m excited to speak to you about how customer experience with all the marketing that you do is a strategic differentiator.
We solve marketing problems with technology.
The new client expects you to engage with her on her terms..wherever she is.
Yeah marketers communicate with clients, but it’s a one size fits all approach…
That isn’t working..
The buyer has changed.
The buyer is more informed
The new buyer has many options
The buyer has Little attention. There is so much information available and being sent to buyers, that attention is scarce.
Design:
Image of a buyer with many options?
Three icons – One a buyer who is more informed second journey is dynamic and third buyer has little atention. Who has many options one that has very little attention. Sample images above.
But its difficult..if your not familiar with the marketing technology landscape..scott brinker produces it to track technologies in your landscape. From around a 1000 it has grown to over 4000 and he recently discovered 1900 companies were still missing.
Show of hands..how many of you measure and score customer engagement or lead scoring.
We believe that 5 key principles lead to exceptional experiences.
First, your Martech eco system needs to be integrated in order for you to engage customers.
With an integrated eco-system, you can capture customer context. Without knowing your customer – their context, behavior and needs – you cannot engage with them.
With an integrated platform and insight into the customer, you can deliver content and experiences wherever your customers are. These experiences must be relevant and personalized.
Finally, we must simplify. In a world where customers are inundated with information, simplification leads to engagement. Also, we must simplify the marketer’s experience – if the marketers experience is broken, the CX will break.
Lets look a little deeper into each of these.
See hubspot presentation number for example from shutterstock
https://www.linkedin.com/pulse/5-principles-delivering-great-b2b-customer-rahul-khosla?trk=mp-reader-card
To focus on the customer means to know your customer
Most org get siloed cust exp insights – from web, email, social media but no true picture of client needs . By SVC and integrated view.. What we could potentially do – bring web, social, MAP at single place.. More meaningful insights…
You need bring everything into a single view.
Then figure out what leads work what don’t and then go after them at the right time.
As your customer engages with you on your website, social media, mobile..your marketing technology should work in symphony to engage the customer
An integrated eco-system
allows you to capture a single view of the customer by gathering cross channel insights to allow marketers to optimize and orchestrate personalized and relevant experiences across channels
With an integrated eco-system and a single view..you can deliver contextual experiences.
Think about how amazon’s experience feels versus the ones that PS firms provide..the client feels like going to a site with a shovel..
That’s not enough. They wont come to you, you have to go to them.
Your tech should enable you to get your content out to wherever the client is.