6 ways to improve your customers’ journey from awareness to action

PowerPoint Presentation

6 Ways to Improve Your Customers' Journey from Awareness to ActionJuly 29th, 2014#ETWEBINARS

@kyleplacy @jaybaer #ETWebinars

@kyleplacy @jaybaer #ETWebinarsMeet Our Speakers

Jay Baer President, Convince and ConvertNew York Times Bestselling book: YoutilityKyle LacyDirector, Global Content Marketing & ResearchSalesforce ExactTarget Marketing Cloud

@jaybaer

@kyleplacy


MomentsMatterone.@kyleplacy @jaybaer #ETWebinars

@kyleplacy @jaybaer #ETWebinarsJason Baer () - Do we want to add a slide or two before this one to set up the customer journey and the preview the 6 things?


@kyleplacy @jaybaer #ETWebinarsJason Baer () - Should we put this in front of Moments Matter?

Atomize Your Contentto create more moments






Think Mobile First, Not Mobile Alsotwo.


@kyleplacy @jaybaer #ETWebinarsMobile Penetration (Total Population)


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Smartphone massive growth potential with only 30% of total market.Mary Meekers 2014 Internet Trends Report

@kyleplacy @jaybaer #ETWebinarsJason Baer () - I'd probably dump this and the next two, just so we don't have too much in this sectionOut of the 74% of Japanese consumers intending to upgrade their phoneJapan Consumer Insights Report 2014, ExactTarget Marketing Cloud

@kyleplacy @jaybaer #ETWebinars99.5% will be upgrading to a smartphone.2014 Japan Consumer Insights Report, ExactTarget Marketing Cloud

@kyleplacy @jaybaer #ETWebinarsActivities used on Smartphone (last 7 days)

@kyleplacy @jaybaer #ETWebinarsContent isMobile

@kyleplacy @jaybaer #ETWebinars91% of consumers indicated that access to content across all devices was important.2014 Mobile Behavior Report, ExactTarget Marketing Cloud


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@kyleplacy @jaybaer #ETWebinarsWorld-wide, there are more mobile phones than toothbrushes.Google


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Mobile Internet access means you must create self-serve information.


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Sources of information needed pre-purchase. Google.


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Listen because Every Customer is a Reporterthree.

@kyleplacy @jaybaer #ETWebinars82% of adult internet users are reached by social media.



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Customer service is now a spectator sport


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Cisco + Social Listening Listens to and triages more than 5000 social mentions a day on Facebook, Twitter and other social channels, 70 FB pages and 100 Twitter accounts.240 employees use Social Studios mobile appsOne Centralized PlatformFocus agency feesAvoid customer / partner interaction costsIncrease team productivity New sales

@kyleplacy @jaybaer #ETWebinarsMore focused use of outside creative agencies. By standardizing on Radian6 andhaving one social listening center that triages all of Ciscos social interactions, Ciscocan ensure creative agency fees are invested in thought leadership and innovation inthe social engagement space rather than simply managing tweets.

Increased staff productivity. Ciscos triage system, named ABCs (action-basedconversations), and its ability to leverage a broad field of subject matter experts viaRadian6 mobile device access, enables its employees to respond to social mentions ina time-appropriate way from anywhere, driving greater overall productivity.

Additionally, triage reduces the overall time needed to respond to mentions andreduces the number of customer interactions or questions that might ultimately resultin a call to a support center.

Increased customer insights. Because Cisco can mine and analyze customer andpartner social mentions in a meaningful way, they can have a better overall view of29

ROI: 281%Payback: 5 monthsAverage annual benefit: $1,596,292


Recognize that Relevance Creates Time.four.

@kyleplacy @jaybaer #ETWebinars41% of consumers buy more from brands who send personalized emails based on past buying behaviors.Return Path











@kyleplacy @jaybaer #ETWebinars12-25% increase in sales if the transactional message includes personalized product recommendations.Salesforce ExactTarget Marketing Cloud





Embrace the Power of Eventuallyfive.

@kyleplacy @jaybaer #ETWebinarsThe difference between helping and selling is just two letters.


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Use Metrics that Mattersix.


Data equalsRelevance


Data beatsOpinions


@kyleplacy @jaybaer #ETWebinarsWe must move from numbers keeping score to numbers that drive better actions. David WalmsleyHead of MultichannelMarks & Spencer

@kyleplacy @jaybaer #ETWebinarsKeep ScoreThere are four categories of measurement that matter : Consumption MetricsAdvocacy and sharing metricsLead-generation metricsSales metrics

@kyleplacy @jaybaer #ETWebinarsWe are surrounded by data, but were starved for insights.


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Q&A

Jay Baer President, Convince and ConvertNew York Times Bestselling book: YoutilityKyle LacyDirector, Global Content Marketing & ResearchExactTarget Marketing Cloud

@jaybaer

@kyleplacy


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Additional Digital Marketing Resources

http://www.exacttarget.com/resource-center/digital-marketing


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Experience Digital Marketing Like Never BeforeJoin the journey at Connections 2014transforming customerinteractions into exceptional brand experiences for your businessFor one incredible week, the worlds best marketers come together to:Explore emerging connected technologiesHear from the brightest innovators and biggest brandsExperienceworld-class education and entertainment

exacttarget.com/connections

September 23-25

@kyleplacy @jaybaer #ETWebinarsexacttarget.com
