Post on 20-Jun-2020
JANUARY 23, 2020
Perspectives from SiriusDecisions & Crownpeak
SUCCESSFUL DIGITAL CX STRATEGY
Cheri Keith, Principal Analyst at Forrester/SiriusDecisions (Guest Speaker)
Cheri brings more than a decade of marketing experience to Forrester/SiriusDecisions’ Demand Marketing team. Her background includes experience serving b-to-b organizations at communications agencies and marketing organizations. Cheri instructs clients on best practices in marketing planning and strategy to optimize demand programs, communications strategies and content.
@Cheri29 linkedin.com/in/cherikeith
Ian Lowe, VP Marketing at Crownpeak
Ian leads Crownpeak’s marketing and communications department where he is responsible for generating demand and growing awareness for the world’s only enterprise-grade SaaS CMS. With over 20 years of marketing and technology experience, he focuses on content management, martech, and customer experience.
@idlowe linkedin.com/in/idlowe
© 2018 SiriusDecisions. All Rights Reserved
Marketing’s Role in B2B is Evolving
@Cheri29 4 © 2019 SiriusDecisions. All Rights Reserved
Customer Experience is Paramount in B-to-B
SaaS
business model
transformations
Rebalancing
of
CMO priorities
Evolution of
marketing’s
role in b-to-b
Contributing Factors
Source: SiriusDecisions 2019 Global CMO Study
@Cheri29 5 © 2019 SiriusDecisions. All Rights Reserved
But There are Challenges
Source: SiriusDecisions 2019 Global CMO Study
14.3%
Organizational
readiness
10.1%
Insufficient
data
10.1%
Lack of
insights
12.6%
Technology
constraints
@Cheri29 6 © 2019 SiriusDecisions. All Rights Reserved
Where CMOs are Adding Headcount
42%Marketing Operations
40%Marketing Communications
42%Customer Engagement
Source: SiriusDecisions 2019 Global CMO Study
@Cheri29 7 © 2019 SiriusDecisions. All Rights Reserved
Technology Investment Priorities
57%
Analytics
40%
Web Content
Management
37%
Website
Analytics
54%
Website
Optimization
Source: SiriusDecisions 2019 Global CMO Study
© 2018 SiriusDecisions. All Rights Reserved
How do we get this right?Digital strategies, technologies and skills
@Cheri29 9 © 2019 SiriusDecisions. All Rights Reserved
The Evolution of Digital Maturity
TACTICAL PROGRAMMATIC STRATEGIC
Programs Programs Programs Programs
Campaigns
• Digital planned in isolation at
a tactic level
• Digital and non-digital
planned separately
• Little to no coordination
between functions with
digital roles and
responsibilities
• Measurement at tactic level
with little to no insight into
business results
• Digital planned at program
level
• Limited planning with non-
digital marketing
• Some coordination between
functions in support of
individual programs
• Measurement at program
level with visibility into
program results and limited
visibility into business results
• Digital and non-digital planned
together at a strategic level
• All functions’ efforts
coordinated and targeted at a
common set of business goals
• Measurement focused on
understanding impact on
overall business results
Tactics
Digital
Non-digital
@Cheri29 10 © 2019 SiriusDecisions. All Rights Reserved
Understanding the Pervasiveness of Digital
Web
Sites
Search
Social
Online
Events
Online
Ads
Direct
Events
Sponsor-
ships
Broadcast
Syndication
Tele-
marketing
Environ-
mental
Digital Marketing
Tactic
Digitally Supported
Marketing Tactic
© 2018 SiriusDecisions. All Rights Reserved
Smart Digital StrategyUsing business and Audience Context
@Cheri29 12 © 2019 SiriusDecisions. All Rights Reserved
Business Context: What Is Your Digital Type?
Determining the right
approach begins with
understanding the
characteristics of what
you’re selling, how it’s sold
and how it’s bought
Offering
Custom Differentiated
Standard Commodity1
2
3
4
5
Purchase
Complexity
34
5
12
Low ASP
High ASP
12
34
5
Go-to-Market
Self Service
Sales Driven
@Cheri29 13 © 2019 SiriusDecisions. All Rights Reserved
Business Context: Digital First
Digital First organizations rely primarily on
digital to provide the marketing reach, scale and
cost-effectiveness needed for success
SiriusPerspective:
@Cheri29 14 © 2019 SiriusDecisions. All Rights Reserved
Business Context: Determining Digital Type Companies scoring 3 to 6 are digital first; 7 to 11, digital hybrid; and 12 to 15, digital
support.
@Cheri29 15 © 2019 SiriusDecisions. All Rights Reserved
Business Context: Digital Supported
Digital Support organizations use digital
to support sales by generating and
nurturing leads and accelerating
opportunities
SiriusPerspective:
@Cheri29 16 © 2019 SiriusDecisions. All Rights Reserved
Business Context: Determining Digital Type Companies scoring 3 to 6 are digital first; 7 to 11, digital hybrid; and 12 to 15, digital
support.
@Cheri29 17 © 2019 SiriusDecisions. All Rights Reserved
Business Context: Digital Hybrids
High Purchase
ComplexityCustom Offering Design Driven
Hybrid models are designed around specific business needs
SiriusPerspective:
@Cheri29 18 © 2019 SiriusDecisions. All Rights Reserved
Audience Context: PersonasPersonas are at the heart of an audience-centric digital strategy, providing the context
for everything from technology to channel to mix decisions.
.
An aggregation of individuals in
similar job roles sharing common
initiatives, challenges and watering
holes, as well as the same content
and tactic preferences.
SiriusPerspective:
@Cheri29 19 © 2019 SiriusDecisions. All Rights Reserved
Audience Context: PersonasWhile it’s okay to make personas cute and quirky, it’s imperative to keep them focused,
relevant and usable.
.
Challenges
Primary Buyer Need
Job Role
Initiatives
Common Titles
Decision Drivers
Watering Holes
Buying Process
Content Preferences
Lexicon
Tactic Preferences
Buyer Role Type
SiriusPerspective:
@Cheri29 20 © 2019 SiriusDecisions. All Rights Reserved
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches(including
tele)
Audience Context: Journey Mapping For Digital FirstIn a digital-first journey, more than 65 percent of sales and marketing touchpoints will
be digital.
Read emails
about new
feature
Engaged in
an online chat
Took a call
offering trial
support
Saw syndicated
content of
interest
Filled in form
for a trial
Checked out
references
online
Upgraded and
renewed
online
SiriusPerspective:
@Cheri29 21 © 2019 SiriusDecisions. All Rights Reserved
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches(including
tele)
Audience Context: Journey Mapping For Digital SupportedIn a digital-support journey, less than 35 percent of sales and marketing touchpoints
will be digital.
Read
syndicated
Content
Asked a
colleague their
opinion
Saw solution at
trade show
Visited
company Web
site
Had onsite
demo
Attended
customer
conference
Attended
executive golf
event
SiriusPerspective:
@Cheri29 22 © 2019 SiriusDecisions. All Rights Reserved
Buyer’s Journey Customer Lifecycle
Education Solution Selection Deliver Develop Retain Grow
Digital
Touches
Human
Touches(including
tele)
Audience Context: Journey Mapping For Digital NonsenseMost buyers do not switch from a solely digital journey to a sales engagement in a
binary fashion.
57% of the buyer’s
journey
SiriusPerspective:
@Cheri29 23 © 2019 SiriusDecisions. All Rights Reserved
Interaction Type Preferences Vary Across PersonasMarketers should align and prioritize content assets and activation plans by
rationalizing persona format and interaction type preferences throughout the buyer’s journey.
Education Solution SelectionBuying Phase
CIO
Inte
ract
ion
Non-
Human
Human
6
CustomerReference(Vendor)
CustomerService Rep
Product
Manager
SalesRep
SalesRep
ExploreYouTube
1
Peer Networking
Event
ExploreWeb Site
LiveVendorWebinar
SalesRep
Search Internet
14 17
IndustryAnalyst
Customer Reference(Buyer)
Value Actualization Tool
SalesRep
Executive
SalesRep
15 168 9 10 11 1272 54
3
LO
B L
ead
er
Inte
ract
ion
Non-
Human
Human
Education Solution SelectionBuying Phase
Sample Persona Map Snapshots
FreeTrial
Industry
Conference
ExploreYouTube
ExploreWeb Site
CaseStudy
Search Internet
ExploreLinkedIn
Customer Reference(Vendor)
Free Trial
Customer Reference(Buyer)
6 13 15
14
8 10
12
4
5
2 3
97 11
1
13
Simulated
Facilitated
Orchestrated
Influenced
SalesRep
SalesRep
Industry Conference
Sales Presentation
QUESTIONS
Cheri Keith, Research Director at SiriusDecisions (Guest Speaker)
Cheri brings more than a decade of marketing experience to SiriusDecisions’ Demand Services team. Her background includes experience serving b-to-b organizations at communications agencies and marketing organizations. Cheri instructs clients on best practices in marketing planning and strategy to optimize demand programs, communications strategies and content.
@Cheri29 linkedin.com/in/cherikeith/
Ian Lowe, VP Marketing at Crownpeak
Ian leads Crownpeak’s marketing and communications department where he is responsible for generating demand and growing awareness for the world’s only enterprise-grade SaaS CMS. With over 20 years of marketing and technology experience, he focuses on content management, martech, and customer experience.
@idlowe linkedin.com/in/idlowe/