Post on 22-Jan-2018
CX2017…
Jeff Marcoux @JeffMarcoux
Jeff Marcoux Sr. PM, SaaS Growth & Viral Adoption Marketing Professor, UC Irvine & Oregon State University Board Member, Internet Marketing Association MarTech Education Advisor, GreenFig University
@JeffMarcoux #SDSummit
“Every touch point with a customer is marketing”
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“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
Have you taken the
journey?
@JeffMarcoux #SDSummit
Drowning in Data
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Technology Process Culture
The Marketing Silver Bullet
The Customer Journey has Changed
…to people-centric
From product-centric…
A P C O N E V E R Y D E S K T O P A N D I N E V E R Y H O M E
T H E PAT H A H E A D … E M P O W E R E V E R Y P E R S O N &
O R G A N I Z AT I O N T O D O M O R E , T O B E M O R E
40+ Y E A R S A G O
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2
3
4
5
Product-centric
…the marketing ‘funnel’
Awareness
Consideration
Conversion
Loyalty
Advocacy
In-product Social & On-boarding Content
On Page Advocacy
Chatbots
Who is my customer?
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.
#SDSummit
Defining your customer • Build out personas: by hand or with technology
– Product Centric Company or Customer Centric Company?
Functions of senior marketing leadership Tailoring our message to specific marketing roles helps increase impact
Advertising/ promotions director
Digital strategies manager
Creative director CMO
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
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
Defining your customer • Build out personas: by hand or with technology
– Product Centric Company or Customer Centric Company?
• Identify your Total Addressable Market (TAM)
Total Addressable Market
#SDSummit
Total Addressable Market
Not a good fit Fit Engaged
Find through Inbound/ Outbound
Those you don’t know about
Competitors’ customers
Your customers
ABM with Intent Detection
Advertising Events Email Etc.
Loyalty Education Expansion
Dissatisfaction Value ABM
Big Fish Targeted ABM
Predictive Lead Gen ABM
Advertising Events Email Etc.
Actively Looking
Defining your customer • Build out personas: by hand or with technology • Identify your Total Addressable Market • Define your customer journey
…Customer Decision Journey
People-centric
Open to possibility
Decision to change
Evaluating
Shopping
Experiencing
Putting it all together • 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
Marketing doesn’t stop after the lead • Assessments • Pitch Decks • AI/Data = Actionable intelligence for Sales • Demos • Inspiring videos • Sales nurture/Follow-up Campaigns • Targeted Advertising
All Tailored to the Active Conversation #SDSummit
The Rise (and buzz) of ABM • Planned • Existing Account Expansion • Predictive Lead Generation – Intent – Lookalike Models
• Opportunistic
@JeffMarcoux Jeff.Marcoux@microsoft.com