Presentation from #FlipMyFunnel's account-based marketing roadshow in San Francisco

1. Living Without Leads

2. © 2015 SiriusDecisions. All Rights Reserved 2
Customer Experience Is The Key Driver of B-to-B Decisions
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B-to-B Buying Decision Drivers From 2015 SiriusDecisions Study of 1,005 Decision Makers
Question: What was most significant driver of decision to select vendor of choice?
Direct
34% Previous experience with the company
8% Implementation of customer support services were the best
7% Relationship with salesperson
10% Influence of references sourced independently
8% Influence of references provided by vendor
4% Perception of brand with no previous experience
Indirect
71% of b-to-b decision drivers are based on
direct or indirect customer experience
vs. 18% of decision based on promise of offering to meet needs
vs. 9% of decision based on the price was the best
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Standard Terminology For Customer Focused Areas
Customer Experience:
The direct experience a prospect or customer has with your company and your brand. Ideally this is supported by multiple functions
and coordinated by a central function.
Customer Marketing:
The contribution of the marketing function to developing engagement, loyalty, advocacy and retention in the customer base. Some
companies include cross/upsell in this area.
Account-Based Marketing:
Marketing to a defined universe of accounts, either new prospects, existing customers or a mix of both, using insights about the
accounts to determine appropriate marketing strategy.
Customer Success:
Team dedicated to post-sale customer engagement and retention.
Renewal:
A defined transaction to continue to buy.
Retention:
The ongoing process of delivering value and engagement in the post-sale lifecycle.
Customer Advocacy:
Combination of activities that help customers share experience with your brand, formally and informally. Tactics such as case studies,
sales references, videos, social media, community posts, events, user groups, analyst relations, investor relations, media/PR support,
etc.

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Marketing Must Redefine Focus To Meet Customer Needs
Opportunity Goals:
Where will growth com from
in target accounts?
Relationship Goals:
How will we ensure
customer gets value?
Buying Cycle
EDUCATION NEED
SOLUTION EXPLORE
SELECTION CHOOSE
Customer Lifecycle
DELIVER INITIATE
DEVELOP PARTICIPATE
RETAIN ACTUALIZE
GROW ADVOCATE
Where Marketing Efforts Need to Be Focused
Where Marketing Efforts Focus Today

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Customer Marketing Supports Updated B-to-B Charter
Opportunity Goals
Sales: Quota-bearing roles
Marketing:
Demand creation/center,
field marketing
Relationship Goals:
Sales/Support: Customer
Success, Account Management
Marketing: Customer Marketing
Buying Cycle
EDUCATION NEED
SOLUTION EXPLORE
SELECTION CHOOSE
Customer Lifecycle
DELIVER INITIATE
DEVELOP PARTICIPATE
RETAIN ACTUALIZE
GROW ADVOCATE

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Customer Marketing Function: What’s In It, and Do You Include Growth?
• Customer analytics (or liaison to analytics team)
• Customer loyalty/Net Promoter research and supportCustomer Insights
• Customer relationship nurture, adoption/usage support
• Customer retention/at-risk support
• Sales enablement for post-sale roles (e.g., customer success)
Customer
Adoption/Retention
• Cross-sell and upsell
• Strategic account supportCustomer Growth
• Traditional reference identification and management
• Advocacy-based asset and interaction delivery
Customer
Advocacy/References
• Development and management of online community
• Support for customer areas on other Web sitesCustomer Community
• Annual customer event
• Additional events (e.g. advisory boards, user groups)Customer Events
• Support for as-needed project delivery to address customer
experience needs or join as marketing liaison to other teamsProject Management
© 2013 SiriusDecisions. All Rights Reserved

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Questions We’ll Cover
• Why did Cisco make the shift to customer marketing?
• What were your first steps to building this function?
• What skills have become important to your team?
• How are you measuring the impact of customer marketing?
• What surprised you on this journey?
• What have been the positive outcomes you’ve seen so far?
• What’s next for your work?

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What’s the work ahead & what do we need to address it?
Campaign Build
Program Execution
Themes
Global Planning
Marketing Mix
Audience
Framework &
Personas
Messaging and
Value
Proposition
PMO
Planned
Programs
BestPractice
Rapid Response
Perpetual
Leverage
Marketing
Automation
Platform (MAP)
Web Sites
Lead Scoring
Mktg Ops

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Choose a Starting Point and…Start

10. Questions?

11. Thank You