3. Problem: The Sales Cycle is now the Buying Cycle
“The empowered Customer
is now in control of the
business relationship.”
IBM CMO Study 2011
@jwatton
4. Problem: 56% of the buying process is invisible to the
seller.
@jwatton
10. Big Data Future: Discovering Individuals
“Most effective CMOs
get to know
individuals, not just
markets”
“Mine new digital
information sources”
“Use customer analytics
to turn data into insight
on which they can act”
IBM CMO study 2011
@jwatton
12. Shift in big data thinking
Individuals
Total Relationship
Behaviours
actions | Intent | Interests
Campaign Actionable
Campaigns of One
Real Time
Buyer Driven – Not Marketing
@jwatton
13. What to Expect #2
Companies increasingly invest in unified marketing platforms
centred around customer behaviors and automation
@jwatton
14. Buyer expects a beyond email relationship
Old Model New Model
Email Key Flexible Keys
Name: John Watton
Name: John Watton
Email: john@silverpop
Email: jwatton@silverpop
Social: @jwatton
Web: cookie {GUID}
CRM: TT66E78YEB654
Apps: App {GUID}
SMS: 222.222.2222
Devices: iPhone, Laptop
@jwatton
15. Buyer expects preferred brands to pay attention
Web
Site/Page Video
Visits File
Social Downloads Email
Graph
Blog Visits
Forms
Postal
Purchase
History
Mobile Support
Apps Check History
In’s
Location
Automation Centralized individualised CRM
Engine Marketing Database Content
@jwatton
16. Buyer expects to be recognised across multiple
platforms & devices
@jwatton
17. They Want Individualised Interactions
REAL TIME, MULTI-CHANNEL, BUYER-DRIVEN CAMPAIGNS OF ONE.
@jwatton
24. Subject Line Personalisation
1 1 First name personalisation
personalised Content
2 6 Name and contact info for each customer’s personal rep
Dynamic Subject Lines
2 The subject line changes based on the type and
duration of club membership
individualised Content Lists
3 For any customer who has purchased two or more
items in the last 90 days, list each purchase
with review links
E-commerce-driven Personalisation
4 Display totals and other engaging content to drive
7 follow-on purchases.
Website-driven Content
5 Directly track each customer’s web activity and prompt
them to visit new areas of the site.
Send Time Optimization
3 6 The message arrives in each individual’s inbox at
1 precisely the time that individual is most likely to check
email.
Data-driven Dynamic Image
4 7 Image is selected based on demographic and profile info
8 Score-driven Dynamic Offer
5 8 Discounts/prices vary by social influence and time since
last purchase
@jwatton
25. Personalising the web experience
Industry
Company Size
Job Title Level
Render the Best
Content
@jwatton
26. What to Expect #4
Customers expect a mobile-friendly experience.
@jwatton
27. Mobile Trends
10%
Internet traffic is Mobile
Source: StatCounter Global Stats.
#1 mobile activity:
Email
@jwatton
35. Establishing Trust
3 to 5 TRUST
# of times people 1. Academic 68%
need to hear 2. Technical Expert 66%
to believe 3. Person like me 65%
4. Regular Employee 50%
Edelman Trustbarometer 2012
@jwatton
36. Social Trust – Not a separate experience
Search Disrupt
Apps
Social + Enable
Site
Content
@jwatton
39. What to Expect #6
Marketing departments transform to better deliver
individualised conversations with buyers.
@jwatton
40. By 2015, CMOs will buy more
technology than CIOs.
Source: 2011 MLC Customer Purchase Research Survey; Marketing Leadership Council research
@jwatton
42. Email Social
Digital /
Search
Interactive
Demand Corp
Gen
Customers Comm
@jwatton
43. Change our approach
Old New
Query
Query
Profile Data
Large Audience
Large Audience Relational Data
Listening for live Behaviors
Behavioural Data Individual Messaging
Click Send
Email Mobile Web Content
@jwatton
49. 2013: What to Expect
1. Big data moves from the aggregate to the individual and starts to become actionable for
smaller companies.
2. Companies increasingly invest in unified marketing platforms centred around customer
behaviors and automation.
3. Content marketing becomes increasingly critical as buyers demand more
personalised, uniquely relevant content.
4. The social conversation impacts every channel, from search to Web to email and
beyond.
5. Customers expect a mobile-friendly experience.
6. Marketing departments transform to better deliver individualised conversations with
buyers.
@jwatton
50. How to succeed
Worksheet/Planners
Expert Videos
@jwatton
The sales cycle became the buying cycle.Today we are in the age of the customer. The customer owns the process.
Most of the buyers journey where they are learning and making decision happens without the seller being aware
But how successful has this approach actually been?Well if you think about it, we focus on where we’re successful. But the reality is we’re still causing too much noise for the majority of our prospects.
Well today, we are going to talk about moving forward, what to expect in 2013 and how we can put the buyer at the centre of your marketing vs a revenue first perspective.
The first topic we’re going to hit big data. It’s a hot topic with a lot of discussion around it. But what I’m going to do today is totally change your view of big data and what it means to you as a marketer.Big data gives us the opportunity to change our marketing from an aggregate view to a personal view. And its also in the reach of even the smallest company. So lets dig in.
I probably don’t need to tell you big data is growing fast as the volume of interactions balloons.But the current approach has been about collecting lots & lots of data and hiring a team of computer scientists to do complex analysis. But to date not a lot of focus has been on actionable data for customers.
Discover what your audience really needs, wants, and deliver it to them….
Buyer expects a relationship beyond email – yet most marketers primary marketing database is email centricNot your typical ESP DatabaseCompletely Re Architected from the ESP Era Multi Sources any KeyMarketing based on a complete identity
Behavioural marketing automation - It starts with the ability to capture all of the interactions of each individual.
But your customers – your buyers don’t just hang out on your website. They are interacting and learning everywhere. Phone, ipad, laptop – in facebook, and on your website. You need technology that enables you to interact with this person wherevery they are – knowing who it is and where they are at each and every time they show up. What if you could personalize the content on your facebook offer – in real time?
We don’t know when to send who which content
We can use simple techniques that are 15 years old & personalise the message.We can, if we’re a B2B company add in a personalised content.But what if we dynamically change the content or the call to action.
Consumer brands have been building sophisticated personalised emails for years. And what if you could time the sending of these emails based on behaviours?
We can take and extend beyond email.
Lets look at where mobile is going.
So what are we doing as marketers doing about this?Its not just good enough to let bad experiences exist on mobile.Customers will gravitate towards sites and brands that are mobile friendly.
We can start simple…lets not try & make our entire content mobile ready. Lets start by thinking of making sure certain pieces of content are designed for mobile from the ground up.The idea is you build a design that is flexible across all devices & screen resolutions. This doesn’t mean building multiple versions or asking users to choose which version they want. Its about smartly using existing resources to readjust and set up the CSS to enable mobile friendly relationships. You have the resources today!
We can also use mobile to build premium experiences. If I can get my app on the screen that’s huge. I’m in their pocket wherever they go. Plus we can create a premium experience.But that’s just one way. But there are lots of ways to use mobile to build create great customer experiences
You’re probably doing all you can to distribute content, build followers and respond to conversations.
What I do want to talk about the fundamental reason for social media. Its not about promotion, its about trust.
Social disrupts the old approaches – and enables new ones that create a better customer experience
All of these trends are driving a transformation in the marketing department. Its not about running more campaigns & creating more content. Its about realigning our teams around the customer and building individualised conversations. Its about changing the way we think.It’s a different philosophy that’s going to require a different way of thinking.
A critical driver to this is technology.
As we buy more & more technology in the marketing department we need different skills to leverage these assets.We have to get in-marketing expertise in technology, in data, in systems and in integration. But not from a CIO perspective but from a marketing perspective.
It can be as simple as realigning departments around customers. To ensure we have a cohesive story for customers.
We must change our habits as marketers and move beyond tactics that drive 3% conversion to tactics that are relevant with every interaction.
Ok so lets look at an example.Every day we get emails from brands we’re interested in. Every few days we get some kind of messages from those brands. We don’t want to unsubscribe as we like the brands. But without opening we get emails over and over again.
In contrast lets look at amazon.Here’s an example where a user browsed amazon looking at a niche product then left.A few days later he got an email around that specific product.There’s no reason why we can’t include more of this type of experience in our content.
Build this chart for the esp than add in BMA (email, progile, relational) + all other identities and behaviorsNot your typical ESP DatabaseCompletely Re Architected from the ESP Era Multi Sources any KeyMarketing based on a complete identity
Marketing Department begins to transition or expertise from traditional marketing to Behavioural marketing
So in conclusion we talked about the 6 themes. But its all about changing the way marketing behaves. Putting the buyer at the centre of our marketing and building great customer experience.