frankenstack or voltron€¦ · learn why your customer experience should be omni-channel make...
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FrankenStack or Voltron:
Who’s Handling Your Customer Experience?
Katie Staveley | VP of Marketing | [email protected] | @staveley_katie
About me:
Katie StaveleyVP Marketing, [email protected] @staveley_katie
My background:
● B2B software marketing
● Demand generation and content
● Power user of Mautic (and other marketing ops technology)
Short Background
About Mautic:
Open source marketing automation community since 2014.
Commercial business offering Mautic Open Marketing Cloud SaaS solutions since 2016.
Helping organizations of all sizes build a seamless customer experience across the entire business.
Acquired by Acquia in May 2019.
● Learn why your Customer Experience should be omni-channel
● Make sense of the MarTech 5,000 6,829 7,040
● Improve the way you evaluate tools for your team
● Begin delivering a more personalized experience
Today’s AgendaYour customers’ experience is directly impacted by your entire stack
Attaining buyer preference is possible only by creating amazing experiences
● Real market differentiation● Sustained defensibility
The Rise of the Experience Economy
“From now on, leading-edge companies—whether they sell to
consumers or businesses—will find that the next competitive
battleground lies in staging experiences.”
B. Joseph Pine II and James H. Gilmore, Harvard Business Review
Our mission has changed
We compete and grow on the basis of the customer experience we create.
Customer experience happens across touchpoints and conversationsBuild Relationships Over Time
Enable 2-way Dialogue Exchange Value Reflect Interest & Sentiment
A whopping 7040 SOLUTIONS!
Another year of 3% YoY growth with over 200 new solutions added
41% increase since 2017
More technology = more complexity
2019 MarTech Landscape
Source: https://chiefmartec.com/2019/04/marketing-technology-landscape-supergraphic-2019/
Did You Know….
Only 3 percent of marketers believe they areconnected and aligned across all their systems.
Source: cmocouncil.org
Beware of FrankenstackDangers of a disconnected toolset
● Inefficiencies in data sharing● Potential for data collisions between tools● Resistant to change (inflexible)
○ Higher likelihood of downtime○ Slowed performance○ Saps your team’s energy and time
● Individual sport instead of team sport● Difficult to truly personalize the experience
Worst of all: You have to compromise and adapt to work with the technology; rather than having the technology work for you to support your workflows, team, process, and strategy.
Your Voltron is not just the marketing team and MarTech.
Don’t forget about your sales, product/implementation, and support teams—plus the tools they use.
Create a powerful force by combining them together and enabling your team to:
● Pivot quickly● Easily recover from downtime with stable and resilient
technology implementations● Get as close to real-time as possible, which requires seamless
sharing of data● Be flexible to create a truly personalized customer experience
Voltron is Your Role ModelLegendary defender that’s more powerful than the sum of its parts.
Bring together the best of breed solutions that work for your organization.
Streamlining some solutions can help make your stack more manageable.
Your technology choices should support your business, not force your teams into the solutions’ prescribed process/playbook.
Look for flexibility and openness so that you can bring your data together and build your Voltron
Consolidation is Not a Silver BulletIt’s one path that could be right for you
Our job is to ENGAGE PEOPLE who have individual interests, needs, and behaviors.
Cross the digital bridge to connect with each individual:
● Meet/greet your audience● Learn about their interests● Recognize them when they return● Share helpful content or offers that are
interesting to them
Create a personalized experience that builds TRUST and LOYALTY.
Personalization“A means of meeting the customer's needs more effectively & efficiently”
1. Segmentation: Organize your audience into smaller, more targeted lists
2. Dynamic Content: Tailor your email/web/app content based on user demographics and/or behavior
3. Multiple Channels: Get outside the inbox (and your personal comfort zone)
4. Manage preferences: Give individuals a choice – ask them what they want
5. Machine Learning: Boop beep boop… let the machines take over
5 Simple Ways to PersonalizePersonalized marketing doesn’t start with “Hello {First Name}”
{First Name} {Last Name}
SummaryKey takeaways from today
● Creating memorable experiences for our customers is mission critical
● Positive experiences depend on building relationships
● Relationships are formed with two-way dialogue, an exchange of value, and personalization
● Be smart with your technology choices – make them your force multiplier
● Personalize more than just the {first name}
@MAUTIC
WWW.MAUTIC.COM
Thank you!What questions can I answer?
Katie Staveley | VP, [email protected] @staveley_katie