case study: customer experience management: how to manage the digital 'moments of truth

CUSTOMER EXPERIENCE MANAGEMENT HOW TO MANAGE THE DIGITAL 'MOMENTS OF TRUTH'

Ceri JonesVP Global Demand Generation & Operations

Modern Marketing Experience 2015 - Las Vegas

What I’d like to cover

• The Buyer’s Journey is increasingly digital• Understanding buyer personas• Marketing Operations: enabling a joined up Customer Experience

• Demand Generation: driving engagement • Delivering consistent ‘Moments of Truth’ at Basware

• Measuring Success

05/03/2023 B2B Marketing 2015 - London2

About me


Contact:[email protected]

About Basware


• Founded 1985• HQ in Finland• 1400+ employees

in 14 countries• 2014 Turnover

€130m approx

Leading Global Provider of

eProcurement and Invoice

Automation Solutions

Largest B2B Global Commerce

Network: Over 80m

transactions in 2014

BUYER’S JOURNEY

B2B Marketing 2015 - London

The Global Buyers’ Journey Has Changed


From This: To This:

The Buyer’s journey has changed from a Sales-led to a Buyer-led, digitally enabled process

Source: Sirius Decisions

Ease of access to Information changes everything


Easy access to information has

fundamentally changed the seller-buyer

relationship

Product information

Peer feedback

3rd party sources The buyer is now in the driver’s seat. They have the ability

to find information they need and evaluate your product without ever talking to your sales team

Source: Sirius Decisions

Knowing Your Buyer: Understanding Personas and Roles


Drivers

Indirect Procurement Driver

APDriver

ARDriver

C-Level Initiators

CFOInitiator

CPOInitiator

Influencers

IT Blocker & Advisor

Persona Needs & Journey at Basware


C-LEVEL INITIATORS DRIVERS INFLUENCERS

CFO Initiator

“Help me control and reduce costs, and plan/forecast for business growth”

CPO Initiator

“Help me with cost reduction & transformational change”

Indirect Procurement Driver

“Help me with category spend management”

IT Blocker & Advisor

“Help me deploy systems that are easy to integrate, that automate our processes and don’t impact security”AP Driver

“Help me increase productivity, streamline the P2P process and optimise our cash”

AR Driver“Help me minimise ‘days sales outstanding’ and drive efficiency”

EDUCATIONSOLUTION VENDOR

“Help me control and reduce costs, and plan/forecast for business growth”

“Help me increase productivity, streamline the P2P process and optimise our cash”

“Help me deploy systems that are easy to integrate, that automate our processes and don’t impact security”

Marketing must Support this Digital Journey and Influence Behaviour


•67% of Buyer’s Journey takes place online

•71% of leads expected to come from Digital sources by 2015

Companies must embrace and adapt to the new reality

So how do we manage those digital ‘moments of truth’?

(… and avoid visitor abandonment….)

DELIVERING A CONSISTENT BUYING EXPERIENCE


MARKETING OPERATIONSPutting the pieces in place

The Building Blocks: Marketing Operations


Marketing Automation

Data Quality

Lead Scoring & nurturing

Process Governance &

Compliance

Reporting & Analytics

It all starts with Sales & Marketing Alignment


ALIGN MENT


Data Quality


Process Governance

& Compliance


1876 Vendors across 43 marketing categories

Marketing Automatio

n

Data Quality


Process Governance & Compliance


Marketing Technology: Increasing Complexity


Data: Capturing Buyer Preferences

05/03/2023 Modern Marketing Experience 2015 - Las Vegas15


Data Quality


Process Governance

& Compliance


Lead Scoring:What is a lead?

Score Description Marketing Action

A4 The right prospect but no interest.

Priority but may need specific “why now” messaging.

B1 Good fit and very interested. Send to sales queue for follow-up.

C1 Not the ideal prospect but very interested.

Will they ever be a good fit? Continue to nurture.

D4 Wrong Fit. No interest. Fulfill request and segment out.


Data Quality


Process Governance

& Compliance


Reporting & Analytics:Understanding what is working

05/03/2023 Modern Marketing Experience 2015 - Las Vegas17


Data Quality


Process Governance

& Compliance


DEMAND GENERATIONDRIVING ENGAGEMENT WITH TARGETED CONTENT


ContentChannelsConversionNurture

IN-CAMPAIGN SCORING

NURTURING CAMPAIGN

SEARCH ENGINE

SOCIAL / PAID MEDIA

Demand Generation Engagement and Velocity

19

E-

Invoicing

P2P

APProcur

ement

Expense

MngtShared

Service

1. Brand Promise & Solutions

2. Target Personas

BUYER’S JOURNEY

STAGE

Collaboration: PM/DG/MC/FM

3. Which marketing program / campaign?

INTEGRATED CAMPAIGN

ALWAYS-ON CAMPAIGN

CUSTOMISED JOURNEYS

MULTI-TOUCH CAMPAIGNS

4. What type of Activity?

LEAD GENERATION

REPORTING AND ROI

5. Feeding the Engine

6. Dashboard

EVENTS TELEMARKETING

DEMAND GENERATION EXECUTION

(COORDINAT-ED ‘PLAY’)

Industry

Solution

B2B Marketing 2015 - London05/03/2023

Nurture Programs

No long-term DBL

EnterpriseCustomer

FreemiumCustomer

New

Won

10-50%Opp

ClosedLost

Closed SALRejected

SRL

SRLNon-customers

Pre-SRLNurture

OpportunityAccelerator

Nurture

RecyclePassiveProgram

RecycleActive

Program

ReconstituteProgram

Data CleanseProgram

Cross Sell Nurture

Customers

WelcomeNurture

Sales

SupplierPull-through

Stale SRL

SRL – Sales Ready LeadSQL – Sales Qualified LeadDBL – Digital Body LanguageOpp – Opportunity

SQLor SAL

Pre-SRL Persona Nurture

Known Email.

Unknown Persona

Content Content Content Content

Gating

Pers

ona

Iden

tific

atio

n Q

uest

ions

Brand Activation and Persona Identification FinancialInitiator

ProcurementInitiator

ProcurementDriver

APDriver

ARDriver

IT Blocker Advisor

Messages and content driven by persona needs, drivers and buying triggers.

DELEGATION MECHANISM BETWEEN C-LEVEL INITIATORS AND DRIVERS TBA

OPPORTUNITY FOR DRIVERS TO INVOLVE IT IN THE COMMUNICATION/DISCUSSION - TBA

Known Persona

Example Persona Nurture – Finance initiator

Improving Business Performance

Purchase to pay manifesto ebook

Topic

CTA

Strategic Cash and Risk Management

Removing Process Silos to Maximize Profit ebook

Financial Visibility and Control

Ebook - How to save a fortune and improve visibility with 100% e-invoicing

Financial and Procurement Collaboration

Guide - Purchase-to-Pay: A Step-by-Step Guide to the Purchase-to-Pay Process

The Business Case for P2P

Presentation – The business case for P2P

Financial Performance Benchmarks

Financial Performance Benchmarks infographic

• Personas driven by job role/ level• Clear CTA drives visitor to landing page• Visitor drives speed of journey through journey based on

consumed content• Exits nurture when qualified lead passed to Sales

Themes, Content and CTAs synchronised in all channels


Measuring Digital Impact


Summary

• Managing those digital ‘moments of truth’ requires co-operation between Marketing Operations and Demand Generation

• Content, channels, forms, systems, data, reporting must all be aligned with the coordinated ‘play’

• Measurement provides opportunities for real-time, data-based, continuous improvement

• Enjoy the journey!


Questions?
