b2b marketing - what's next? - creating insanely great customers
TRANSCRIPT
Crea%ng Insanely Great Customers
Crea%ng Insanely Great Customers
A Next Gen B2B Marke%ng and Sales Op%miza%on Framework www.spicecatalyst.com
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng Insanely Great Customers
Crea%ng Insanely Great Customers
Starts by understanding your highest value prospects and customers and where their requirements, expecta%ons and buying process are trending
Crea%ng Insanely Great Customers
The next step? Op%mizing the business value you deliver to them throughout their Customer Journey
For Prospects & Customers
The journey is everything they experience moving through their lifecycle of prospect and customer
For Your Organiza%on
It’s every investment you make to a;ract, close and retain
prospects and customers and deliver the value you promised
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo Trigger
Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng Insanely Great Customers
Why? Because in B2B marke%ng every touch point is an opportunity to create customer value and compe%%ve advantage!
Personaliza?on, Content, Data, Social Media, Mobile and Marke?ng Automa?on
Nurturing campaigns produce 50% more sales ready leads at 33% lower cost
Nearly 60% of a typical purchasing decision is made before ever having a conversa?on with a supplier
Leaders in Life Cycle Marke?ng • 3x greater customer reten%on • 27x greater growth of customer life%me value
89% of customers were lost aLer a nega?ve customer experience
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng Insanely Great Customers
“Crea%ng Insanely Great Customers” helps you answer key ques?ons . . .
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo Trigger
Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng Insanely Great Customers
Where and why are you gaining or losing high value prospects and customers?
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
Crea%ng Insanely Great Customers
Where and why is your ROI being impacted?
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
Crea%ng Insanely Great Customers
The framework helps you pinpoint specific ac%ons needed to op%mize ROI
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Validate Value
Expand Use Refer Deploy
Solu%on Status Quo
Trigger Point
Purchase
Crea%ng Insanely Great Customers
Content / Experience
Analy%cs & Metrics
Marke%ng Automa%on
Customer Insight
1. Objec%vely define what creates customer value Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal Buy In
Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Personas in place that define stage by stage goals and requirements
Qualifica?on criteria, goals, progress metrics, measuring use of materials, resources, channels
Content / experience aligned to personas and their requirements and channels
Clear defini?on of process, automa?on of appropriate ac?vi?es
Crea%ng Insanely Great Customers
Content / Experience
Analy%cs & Metrics
Marke%ng Automa%on
Customer Insight
2. SWOT assessment of current journey
Scale of – 5 to +5?
| -‐5 = causing us to loose deals | 0 = doing ok | + 5 delivering serious compe??ve advantage |
Validate Value
Expand Use Refer Deploy
Solu%on Purchase Internal Buy In
Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Crea%ng Insanely Great Customers
Content / Experience
Analy%cs & Metrics
Marke%ng Automa%on
Customer Insight
1
3
2
3. Align marke%ng ini%a%ves / materials / investments
Set priori%es. Short %me bound sprints. validate & refine plan.
Validate Value
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Solu%on Purchase Internal Buy In
Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Crea%ng Insanely Great Customers
Present Capabili%es that are linked to Customer Business Outcomes
Needs Development • Assess & Confirm Needs • Develop Ideas
• Confirm Commitment • Serve Customer • Build Customer Loyalty
Engage & Build High Value Rela%onships
4. Align sales engagement and enablement
Sales Stages
2
1
4
3
Validate Value
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Solu%on Purchase Internal Buy In
Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Create powerful synergy between marke%ng, sales and customers
Crea%ng Insanely Great Customers
Business Outcome Increased ROI on marke%ng and sales = Revenue Growth
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
Crea%ng Insanely Great Customers
Business Outcome
Validate Value
Expand
Deploy Solu%on
Explore Op%ons
Evaluate Solu%ons
Status Quo
Trigger Point
Internal Buy In
Business Case
Purchase
Refer
High value customers engaged in con%nual collabora%on and learning
Compe?tors wondering. . . what hit them!
that want to do more business with you!
Crea%ng Insanely Great Customers
Methodology
Assessment & Planning Framework
Crea%ng an Insanely Great Customer Journey
Content / Experience
Analy%cs & Metrics
Marke%ng Automa%on
Customer Insight
Assessment Phase
q Customer Research and Analysis q Customer segmenta?on and personas with stage based requirements
q Requirements for stage by stage content / engagement
q Customer advisory board / VOC
q Stage based win / loss analysis q Qualifica?on, metrics & analy?cs for each stage
q Lead scoring and management program
q Exis?ng / proposed customer journey map q Posi?oning and Messaging
q Development and delivery of integrated marke?ng, sales, lead genera?on and nurturing campaigns
q Marke?ng and sales integra?on and automa?on
Kick off Workshop Ini%al SWOT Analysis
Validate Value
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Solu%on Purchase Internal Buy In
Explore Op%ons
Evaluate Solu%ons
Business Case
Status Quo
Trigger Point
Customer buying stages
Crea%ng Insanely Great Customers
Some of the people behind “Crea?ng Insanely Great Customers”
Janet Gregory
Mary Gospe
• Integrated marke?ng • Inside sales • Outsourced telemarke?ng • Sales and marke?ng opera?ons • Apple, Dialog and La?tude Communica?ons
Mike Gospe
• Business and Channel Development • Market Strategy and Analysis • Product Management & Marke?ng • Author / Speaker – “Crea?ng an Insanely Great Customer Journey • Apple, Adobe, Silicon Graphics and startups
Janice Hulse
Mike Connor
• Integrated marke?ng strategist • Marke?ng opera?ons • Persona, posi?oning and messaging Author / Speaker – The Marke?ng High Ground, Marke?ng Campaign Development, The Flip Chart Guide to Customer Advisory Boards • HP, Sun and startups
• Product Management & Marke?ng • Business Development • Market Strategy and Analysis • HP, Apple, Dataquest, Rich Relevance and startups David Fradin
• PR • Marke?ng & Marke?ng Automa?on • 1 on 1 / Personaliza?on marke?ng • Sun, Accept 360 and Netscape
Alison Chalmers -‐ Smith
Awesome Digital Agency Brand Transforma?on & Buying Accelera?on
Explore Op%ons
Evaluate Solu%ons
Internal Buy In
Business Case
Refer
Status Quo
Validate Value
Deploy Solu%on
Purchase
Expand
Trigger Point
• Sales and sales op?miza?on • Complex B2B Customer Experience • Innova?on Strategies • Direct and channel • ShoreTel, La?tude, Avaya and Siemens
• Sales and sales op?miza?on • Business development • Channel strategies • Cisco (Global, Lucent, ICT and start ups
Crea%ng Insanely Great Customers
A few of the places where our team has delivered amazing
results!
Consumer Compu?ng
Scien?fic Compu?ng
Geo Data Analysis
Insurance
Banking
Document Management
Video Edi?ng
Telecommunica?ons
Cloud / Saas Based Solu?ons
Electronic Publishing
Systems Integra?on
Digital Adver?sing
Video Games
Product Life Cycle Mgt.
Spend Management
Mobile
Professional Services
Custom SoLware
Desktop Applica?ons
Construc?on SoLware
Small to Medium Business
Educa?on
Law Enforcement
Federal Government
Crea%ng Insanely Great Customers
We’d love to get your feedback!
Thank You
Mike Connor ([email protected])
www.spicecatalyst.com
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