CX and Marketing: if you build it, will they come?
Transcript of CX and Marketing: if you build it, will they come?
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If you build it, will they come?August 31, 2017
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Voted Madison’s best place
to work
WorldBluFreedom-centered
workplace
WE FORGE RELATIONSHIPS
600+Customers around the world
WE CONNECT PEOPLE
200,000+Active users around the world
WE REACH FAR AND WIDE
158Countries worldwide
69-year-old start up
TODAY’S AGENDAABOUT US
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“Nothing ventured, nothing gained...take the chance, try it.”
- MARK WIDEN, Widen founder
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Close our doorsContinue as a prepress company
Take a risk
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Close our doorsContinue as a prepress company
Take a risk
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THE ANSWER:
If you build it for the customer, they will come.
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SPEAKERS
Nina Brakel-SchuttPresenter
Brand Strategist
Jake AtheyPresenter
VP Marketing
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The customer experience (CX) trend
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#3
Source: 2017 Incite Marketing Report
Personalization:Understanding Customers &
Defining A Single Vision
Building ImmersiveCustomer Experiences
Personalization:Unique Experiences
Social MediaFor Customer Engagement
Content Marketing:Distribution
Content Marketing:Production
Which issues are essential for 2017
Brand Storytelling
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Personalization:Understanding Customers &
Defining A Single Vision
Brand Storytelling
Building ImmersiveCustomer Experiences
Personalization:Unique Experiences
Social MediaFor Customer Engagement
Content Marketing:Distribution
Content Marketing:Production
Which issues are essential for 2017
THE CUSTOMER
Source: 2017 Incite Marketing Report
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What are business leaders focused on?
Source: Widen 2017 Leadership survey
Creating personalized customer experiences
Expanding business internationally
Reaching new customer segments and improving revenue streams
Making sure tools are working together for their business
Increasing rich experiences across the customer journey
Driving productivity through marketing operations$
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How we got here
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SERVICE GENESERVICE IS IN OUR DNA
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SINCE 1948
High involvement product
Complex sale
Many moving parts and people
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THE ORIGINAL MODEL
Outbound sales
Small marketing
Reactionary product
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2005
STRUCTURE CHANGE - MARKETING AND SALES
Marketing Sales
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STRUCTURE CHANGE - MARKETING AND SALES
Content & Creative Community & Events
AdvisorsInsights
VP Marketing
2017
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CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
Product & Partners
MODERN MARKETING STRATEGY
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POSITION
CONTENT
Brand
MODERN MARKETING STRATEGY
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POSITION
INFLUENCE
CONTENT
Media & Analyst Relations
Brand
MODERN MARKETING STRATEGY
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POSITION
INFLUENCE
REACH
CONTENT
Media & Analyst Relations
Brand
Digital
MODERN MARKETING STRATEGY
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POSITION
INFLUENCE
REACH
GUIDE
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
MODERN MARKETING STRATEGY
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POSITION
INFLUENCE
REACH
GUIDE
ENGAGE
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
MODERN MARKETING STRATEGY
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POSITION
INFLUENCE
REACH
GUIDE
ENGAGE
GROW
CONTENT
Media & Analyst Relations
Brand
Digital
Inbound
Community & Events
Product & Partners
MODERN MARKETING STRATEGY
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THE SWITCH
Before: top-down leadership
CTO CFOVP Premedia
CEO
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THE SWITCH
After: aligned leadership
CEOVP Product VP Marketing
CIO/CFO
Dev Manager DirectorGlobal Ops
VP Client Dev
DirectorSupport
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OUR CULTURE
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THE NEW MODEL - CUSTOMER EXPERIENCE TEAMS
CXM
The Customer
Pro Serv & Consulting
Product & UX
Marketing
Advisors
Implementation
Training
EventsCustomerSupport
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Do you already have a customer-focused culture?
LET’S SEE SOME HANDS:
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The Widen CX
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INSIGHTS CASE STORYTHE HERO’S JOURNEY
Storify the customer journey
The hero’s journey
The ordinaryworld
The call to adventure
Refusalof thecall
Meeting with thementor
Crossingthethreshold
Tests, allies, and enemies
Theapproach
Theordeal
Thereward
Theroad back
Theresurrection
Returnwith elixir
The hero’s innerjourney
Limited awareness of the problem
Increasedawarenessfor the need to change
Fear and resistance to change
Overcome fear
Commit to the change
Experiment with new conditions
Prepare for major change
Big change with feeling of life or death
Accept new life
New challenge rededication
Final attempts, last minute danger
Mastery
The 13 major steps
The takeaway for the hero and how we support them
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INSIGHTS CASE STORYTHE HERO’S JOURNEY
Storify the customer journey
The hero’s journey
The ordinaryworld
The call to adventure
Refusalof thecall
Meeting with thementor
Crossingthethreshold
Tests, allies, and enemies
Theapproach
Theordeal
Thereward
Theroad back
Theresurrection
Returnwith elixir
The hero’s innerjourney
Limited awareness of the problem
Increasedawarenessfor the need to change
Fear and resistance to change
Overcome fear
Commit to the change
Experiment with new conditions
Prepare for major change
Big change with feeling of life or death
Accept new life
New challenge rededication
Final attempts, last minute danger
Mastery
The 13 major steps
MARKETING
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INSIGHTS CASE STORYTHE HERO’S JOURNEY
ADVISORS
Storify the customer journey
The hero’s journey
The ordinaryworld
The call to adventure
Refusalof thecall
Meeting with thementor
Crossingthethreshold
Tests, allies, and enemies
Theapproach
Theordeal
Thereward
Theroad back
Theresurrection
Returnwith elixir
The hero’s innerjourney
Limited awareness of the problem
Increasedawarenessfor the need to change
Fear and resistance to change
Overcome fear
Commit to the change
Experiment with new conditions
Prepare for major change
Big change with feeling of life or death
Accept new life
New challenge rededication
Final attempts, last minute danger
Mastery
The 13 major steps
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INSIGHTS CASE STORYTHE HERO’S JOURNEY
Storify the customer journey
The hero’s journey
The ordinaryworld
The call to adventure
Refusalof thecall
Meeting with thementor
Crossingthethreshold
Tests, allies, and enemies
Theapproach
Theordeal
Thereward
Theroad back
Theresurrection
Returnwith elixir
The hero’s innerjourney
Limited awareness of the problem
Increasedawarenessfor the need to change
Fear and resistance to change
Overcome fear
Commit to the change
Experiment with new conditions
Prepare for major change
Big change with feeling of life or death
Accept new life
New challenge rededication
Final attempts, last minute danger
Mastery
The 13 major steps
IMPLEMENTATION + BEYOND
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THE CONTENT LIFECYCLE
CAPTURE & CREATE
REVIEW &PROOF
MANAGE &ORGANIZE
SHARE &DISTRIBUTE
PUBLISH &PROMOTE
TRACK &ANALYZE
PRESERVE &ARCHIVE
IDEATE &PLAN
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THE CONTENT LIFECYCLE
Upstream Downstream
CAPTURE & CREATE
REVIEW &PROOF
MANAGE &ORGANIZE
SHARE &DISTRIBUTE
PUBLISH &PROMOTE
TRACK &ANALYZE
PRESERVE &ARCHIVE
IDEATE &PLAN
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Templates
THE NEW MODEL
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Events IntegrationsCommunity
ResearchServices
People + Experiences
Software
Consulting Training
THE NEW MODEL
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The Customer
Host CustomerDinners
CustomerSurveys
Travel & Speak
Host Customer
Events
Attend Their Events
EvangelizeAdvocates
THE NEW MODEL - CUSTOMER CENTRICITY
BecomeWiden
employees
CustomerInterviews
User Research
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Try new things even when business is good.Fail fast, learn fast.
Value empathy in the workplace.
Our work philosophy
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Our marketing blueprint
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INSIGHTS CASE STORY
Learn Try Buy Adopt AdvocateEngage
MARKETING BLUE PRINT
RE-BUY
BUY
Re-buy StageBuying Stage
Stages of the customer journey
Discover
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INSIGHTS CASE STORY
Discover Learn Try Buy Adopt Advocate
AWARE CONSIDER DECIDE UTILIZE
Engage
ONBOARD
MARKETING BLUE PRINT
Mindset during stages of the customer journey
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INSIGHTS CASE STORYMARKETING BLUE PRINT
Blog posts
White papers
Industry research
Articles about general topics for our target market
General webinars
Thought leader interviews
Sales decks
Competitive analysis
Comparison checklists
Product features/benefits
Product demo videos
Case studiesFree trials
Live demos
Proof of concept
Knowledge base
User manuals
Professional Services or Standard
implementation
Online training
In person training
Quarterly regional
workshops
Quarterly CXM meetings
Widen Summit
Customer advocates
Customer referral rewards
Content delivered during moments
AWARE CONSIDER DECIDE UTILIZEONBOARD
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INSIGHTS CASE STORYMARKETING BLUE PRINT
Blog posts
White papers
Industry research
Articles about general topics for our target market
General webinars
Thought leader interviews
Sales decks
Competitive analysis
Comparison checklists
Product features/benefits
Product demo videos
Case studiesFree trials
Live demos
Proof of concept
Knowledge base
User manuals
Professional Services or Standard
implementation
Online training
In person training
Quarterly regional
workshops
Quarterly CXM meetings
Widen Summit
Customer advocates
Customer referral rewards
Content delivered during moments
AWARE CONSIDER DECIDE UTILIZEONBOARD
Widen differentiators
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What are your differentiators? Are you creating content about how
you’re different?
THINK ABOUT:
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What are you doing to make your customers the hero of your
marketing content?
THINK ABOUT:
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Sales and marketing alignment
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WHY WE’RE DOING IT
HOW WE’RE MEASURING
WHAT WE’RE DOING
MARKETING BLUE PRINT
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PAIN POINTS OF
OUR TARGET
MARKET
WORDS USED
TO SEARCH
FOR PRODUCTS
AND SERVICES
FREQUENTLY
ASKED
QUESTIONS
FROM BUYERS
Sales conversations fuel content
MARKETING BLUE PRINT
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Weekly Pod Stand up
Marketing and Sales
Weekly Cross Team Rally
CXM, Sales, Marketing, Support
Product, UX
Weekly Widen Stand up
Company-wide
Weekly Content Meeting
Marketing and Sales
MARKETING BLUE PRINT
Internal dialogue – weekly sharing
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You’ve got to start with the customer experience and work your way back to the technology - not the other way around.”- STEVE JOBS, Co-founder, Chairman and CEO, Apple
“
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Salesforce(Sales enablement)
HubSpot(Customer experience)
Widen Collective(Marketing management)
WIDEN’S MARTECH STACK
Tools that support our strategy
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WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
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WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
Personas, Tracking
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WIDEN’S MARTECH STACK
SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
MARKETING MANAGEMENT
Digital asset management
Content analytics
Personas, Tracking Work management
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SALES ENABLEMENT
Customer relationship management
Business intelligence
CX MANAGEMENT
Web CMS
Email, Social, Digital
MARKETING MANAGEMENT
Digital asset management
Content analytics
Personas, Tracking Work management
WIDEN’S MARTECH STACK
COLLECT + TRACK + SHAREDigital interactions with all buyers and customers
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MARKETING BLUE PRINT
Get Customers
Engage Customers
Digital / Paid22%
Widen Events 18%
The right allocation of budget
A B
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What’s next?
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1. Brand Archetypes
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MEANINGFULNESS
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EMOTIONAL CONNECTION
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2. Service design/redesign
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SYNCHRONIZED EXPERIENCES
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OUTSIDE/IN PERSPECTIVE
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3. Global expansion
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KEEP BUILDING (even if you need to tear down what you have today)
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The ROI of a great customer experience
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CUSTOMER TRUST
THE RESULTS
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CUSTOMER TRUST
THE RESULTS
BRANDADVOCACY
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CUSTOMER TRUST
BRANDADVOCACY
THE RESULTS
MORE REVENUE CHANNELS
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CUSTOMER TRUST
BRANDADVOCACY
MORE REVENUE CHANNELS
THE RESULTS
BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS
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THE RESULTS
CUSTOMER TRUST
BRANDADVOCACY
MORE REVENUE CHANNELS
BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS
BETTER PRODUCT AND BUSINESS DECISIONS
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CUSTOMER TRUST
BRANDADVOCACY
MORE REVENUE CHANNELS
BETTER CUSTOMERS, EMPLOYEES, AND PARTNERS
BETTER PRODUCT AND BUSINESS DECISIONS
MARKET LEADERSHIP
THE RESULTS
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THE RESULTS
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THE RESULTS
104
16
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89% (2012) to 96% (2016) Customer retention
THE RESULTS
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How likely is it that you would recommend our company/product/service to a friend or colleague?
NET PROMOTER SCORES
2016
482015
432017
56
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“The Widen experience is having a team outside of your own team who is rooting for you and trying to make your
system and your office and your product better.”- KELSEY BAWAL, Kelley School of Business
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Things to remember
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Customer centricity + your brand + useful products/services (+ failures) = A GREAT CX
1
REMEMBER
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Don’t be afraid to fail. Failure isn’t the end, it’s the beginning of something new.
2
REMEMBER
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Empower people to contribute to the success of your customers and your business.
3
REMEMBER
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Map your customer journey and provide audiences with helpful content at every touchpoint along the way.
4
REMEMBER
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Find the right mix of tools to support your customer journey and marketing strategy.
5
REMEMBER
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Amazon didn’t kill the retail industry. They did it to themselves with bad customer service.
Netflix didn’t kill Blockbuster. They did it to themselves with ridiculous late fees.
Uber didn’t kill the taxi business. They did it to themselves by limiting number of taxis with fare control.
Apple didn’t kill the music industry. They did it to themselves by forcing people to buy full length albums.
Air BnB didn’t kill the hotel industry. They did it to themselves with limited availability and pricing options.
BEING NON-CUSTOMER CENTRIC IS THE BIGGEST THREAT TO ANY BUSINESS.
- CHRISTIAN POSTA, Chief Architect at Red Hat
“
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TAKE THE RISK
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What experience do you want to build and who do you want to come?
YOUR HOMEWORK:
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Questions?