cx tech roadmap webinar
TRANSCRIPT
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Engaging experiences driven by a strong Marketing Tech Roadmap
Introductions
CEO, [email protected]
- 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
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