cx tech roadmap webinar

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Engaging experiences driven by a strong Marketing Tech Roadmap

Introductions

CEO, edynamicRahul.khosla@edynamic.net

- Spent over a decade helping leading organizations get the most out of their digital marketing and technology investments

- Worked with over 30 Fortune 500 companies

A global digital marketing and technology agency focused on customer experience

Unique Marketing Technology expertiseOur breadth and depth of expertise across the Martech eco-system provides unique value to clients.

Industry Experience

Deep expertise in professional services, Manufacturing, Financial Services, Insurance, CPG, High-Tech.

Digital Marketing Experts

Deep expertise in the digital.

Work for 45 Fortune 500 companies.

Philosophy

Push the envelope.

Nimble.

Inch wide and a mile deep.

Serious about our work, but we don’t take ourselves seriously.

At a glance

A new client has emerged

A new client has emerged

always-on, always-connected and

informed

journey is dynamic and cross channel

has little attention

Sure, we communicate with

clients

Marketers cannot co-ordinate across channels

Unable to measure 82% of enterprise marketers have no synchronized view of customer data. Source: Forrester

Technology is not integrated and doesn’t enable marketers85%CMOs say their efforts at implementing an Omni-channel customer strategy are thwarted by a lack of access to data and/or inadequate tools. Source: Mckinsey

Marketers are unable to drive great customer experiences

Marketers delivery poor experiences to clients

Customer Experience is poor

94% of customers have discontinued communication with a company because of irrelevant messages. — Blue Research

Marketing is failing to engage clients

Customer Experience is the new battleground

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A strong marketing tech roadmap is at the center of great experiences

An integrated CX platform allows marketers to deliver personalized experiences

wherever they are.

A strong marketing tech roadmap is critical to great customer experiences

Getting there is challenging…

Growing channels

More information, less attention

Flying blind due to lack of insightsExplosion of

marketing technology

Siloed marketing

Explosion of data

Most marketers are flying blind.

A marketing technology roadmap allows you to align your strategic priorities to digital execution

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5 Martech principles of engaging Customer Experiences

1. Know your customer2. Integrated Customer

Experience Platform3. Contextual experiences4. Multi-channel content

marketing5. Simplify

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Principles of CX• Know your client

“Now to be truly competitive your company must become customer obsessed, which means you need to have deep knowledge of and engagement with your customers.”Winning in The Age of The CustomerForrester Research Inc

Move from touchpoints to customer journeys…

CUSTOMER JOURNEY MAP

Without knowing the profile and behavior of every client on the site, marketers struggle to engage clients. Convert unknown visitors to known visitors, uncover their needs and give them content and experiences they want , wherever they want it.

3 ways to capture client information: Implicit: insight captured from the

website journey—the ‘digital footprint’ left by the visitor on your digital assets

Types of information include clickstream on the site, onsite search and time on site

External: Information captured by external service providers, emerging context-enriched services

Types of information include external look-up from data provider like demand base, where most Norton Rose clients will be found

Explicit: Convert unknown to known and capture information supplied by the visitor as they subscribe and download assets

Linked-in social sign-in/registration

Know your client

Know your client

Visualize client information

A subscription center allows a subscriber to receive information from your organization personalized to their needs.

Know your client: Capture explicit information

Customer analytics has become the most critical technology investment for CX improvement.

(source: Gartner)

Single view of the customer is key to contextual marketing

Client data across channels is aggregated in a single repository through tag management and integration

Data is used for cross channel marketing

Data is used by a reporting platform for business intelligence

Bring data across channels to a single source

CMS, Website

Social Networks

Tag Manager

Analytics CRM

Customer Data Marketin

g Automati

on

Measuring engagement

Cold Hot Too late

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Principles of CXIntegrated Customer Experience Platform

Marketing technology must

work in symphony

Integrated Customer Experience Platform

The usual suspectsCMS

Portal

Marketing Automation

Analytics

Social

CRM

Tag Management

Search

Delivers website, mobile experience and customer portal. Stores content and digital assets

Delivers site search and is a recommendation engine for serving personalized content

Segments clients, tracks behaviors and delivers personalized marketing through email

Delivers portal capability and a gated experience

Delivers social connectivity across different social channels

Stores client data

Captures cross channel insights

Captures data from all channels and provides a single view of the client

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Principles of CX

Contextual experiences

Personalize: related content

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Principles of CXMulti-channel content marketing

COPE to engage clients

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Principles of CXSimplify

For the customer…

And for the marketer

TECHNOLOGY

Orchestrate the customer journey

Unknown PersonSees Brexit story on social media Sees article on websiteIs served the next interesting articleSubscribes Becomes Known

Receives Brexit email on mobile device

Share network on social media Invited to EventPartner recognize interestEngages with prospect

Search delivers next article

Subscription Center manages

profile

Capture engagement in CRMAnonymous

profile created and client is segmented

Profile is matured

Personalized and Dynamic content

Method to the madness…

Apply an approach that links strategy, capability, technology and execution

RoadmapTechnologyBlueprint

CapabilitiesBlueprint

Strategic Analysis

Our processTa

sks

Deliv

erab

les

Stakeholder workshops

Competitive benchmarking

Understand requirements to support the strategy

Capability definition

Platform identification

Platform recommendations

Technology Strategy

Platform recommendations

Strategy document

Competitive benchmarking

BenchmarkingFindings Report and Recommendations

Capabilities blueprint

Digital architecture blueprint

Technology recommendation

Success factor and key performance indicators (KPIs)

Digital marketing roadmap

Scope and investment

Project plans

RoadmapTechnologyBlueprint

CapabilitiesBlueprint

Strategic Analysis

Success factors for a successful roadmap

Start with functional needs

Analytics

Community Web Content Management

Portal Platform

Marketing Automation

Shopping Cart

Public Website Extranet Portal Intranet Portal

Web Mobile EmailChannels

Properties

Physical Platform

Capabilities

CRM Comm & Collab

Shopping Cart Blogs

Forums

Ratings

Social Networking

Content Management

Personalization

Language Support

Optimization

Composite Application

Security

Document Management

Workflow Automation

Email

Campaign Flows

Lead Scoring

Marketing Database

Sales Database

Profile Management

Offline History

Transaction History

Chat

Video Chat

Forms Forms

Application Services DatabaseReportingDigital Signature

Real-time Insight

Integrated Reporting

Cross-channel Instrumentation

Select marketing technology for an eco-system

DigitalAsset

Management

CRM

Search

MobileDevices

eCommerce

MarketingAutomation

Web ContentManagement

Systems

ProductInformation

Management

SocialNetworks

Communities

Don’t jump straight to feature selection

Selection Process

Platform Selection

Focus on a narrow set of vendors

Conduct Proof-of-Concept demos

Test before purchase

OB

JEC

TIV

ES

STR

ATE

GY

+ G

OV

ER

NA

NC

EP

LATF

OR

M +

E

XE

CU

TIO

N2017 Q1 2017 Q2 2017 Q3 2017 Q4

Establish objectives Launch New Website

Insights to make better decisions Stabilize and earn

Improve demand generation

PersonalizeRoll out social media strategy

Customer Relationship Management Program

Establish KPIs and define analytics strategy

Technical strategy and platform selection Social media strategy Analytic strategy

Change management

Content governance strategy

Sitecore CMS implementation Single view of the client

Eloqua marketing automation implementation Reporting

Implement CRM

Personalization

Social Media Rollout

Create a visual roadmap that links strategic priorities to project execution

Refresh roadmap to cater to changing business strategy, new client needs and next generation technology

Review KPIs to assess performance

Test and learn

Iterate

Thank you.

Questions?

Appendix

From one size fits all to delivering relevant content and experiences - the right message to the right person at the right time.

Four steps to market contextually to clients:1. Know your client

2. Segment your clients

3. Personalize engagement

4. Reach clients wherever they are

Contextual marketing improves client engagement