impactful cross-channel customer experiences: business benefits & implementation challenges
TRANSCRIPT
Impactful Cross-Channel Customer Experiences:
Business Benefits &
Implementation Challenges
May 4th , 2016
J.Boye Philadelphia 16 Conference
Track: Content & Communications
Gerard Peyronne,
Global eCRM & Marketing Automation Leader
DuPont, Geneva, Switzerland
2
Agenda
Marketing Automation: Why & Why Now?
Trends
Strategy
Multi-Year Transformation Journey
Strategy Development
Customer Journey vs Content Types
Capability Building Approach
Selected Case Studies
Learnings
Integration
Beyond Lead Nurturing
Critical Success Factors
3
DuPont: Examples of Markets We Serve:
Agriculture Pioneer® seeds
Crop Protection
Food & Beverages DuPont™ Danisco® Ingredients
Surlyn® Flexible packaging
Safety & Protection Kevlar® fibers
Tyvek® Protective Apparel
Corian® Surfaces for Kitchen, buildings
Automotive & Transportation Delrin® high stiffness resins
Nomex® for high temperature parts
25B$ Net Sales, 52’000 Employees
8 Businesses, 4 regions
B2B2C, Value Chain Brands, Innovation
Deeper Engagement of Marketing in the Buyer Journey
Before: Sales Dominated
One-way
Single Channel
Personal Relationships
Now: Higher use of low cost channels (internet)
Multi-channel Customer experiences
Marketing & Sales Collaboration
Personal + Brand/Company relationships
What does not change: Listen and profile customers
Segment. Focus on Target Audience
Interact at the right time
With the right relevant content/service
Source: oracle Marketing Cloud
5
Design Relevant & Impactful Customer Experiences
Right Contact
Right Time
Right Content
Right Channel
- In Target Audience of our Marketing/Channel Strategy
- Segment and Qualification attributes
- Buying “personas”
- Tracked through buyer behavior
- Interpret where they are in their buying journey
- Produce value adding content
- Easy to consume
- Focused on the information needs of the stage
- Map content to buying stage and segments
- Website, eMail, Portal, Phone, Social Place, Partner, …
- Easy to consume
- Map content to buying stage and segmemtation
!
Design the Customer Experience for Target Audiences
6/13/2016 6
Ch
an
nel
Customer Stage
Customer Journey
Em
oti
on
Contact Segments/Personas
Person Segment – Specific Customer Experiences
Content Creation
Prioritize
Marketing & Sales Strategy
Build the right level of capability, in realistic phases
Inquiry Mgmt
eMail Plus
Integrated
Interdependent
The Right Capabilities (People, Processes & Tools)
At the Right Level of Maturity
Create Critical Mass in areas requiring deep expertise
Design for reuse
Strategically balance Global Std & Local Implementation
• Lead/Contact Process
• Better Forms
• Privacy Compliance
• Integrate with CRM
• Opt-In Focus
• Data Completeness
• Strategic Investment
• M&S Alignment
• Progressive Profiling
• Multi-channel
• Closed Loop Metrics
• Customer Centricity
• One Plan
• Speed through reuse
• Real-time Campaigns
• Content Performance
• Predictive Analytics
• Redesigned Channels
Assess Capabilities and Prioritze Improvement Areas vs Objectives
Source: oracle Marketing Cloud
Case Study: New Product Launch Support
6/13/2016 9
Go where your audience goes Paid Search
Industry Events & Websites
Remain Relevent During Initial Conversion Keyword-specific Landing Pages
Gate High Quality Content Give & Get trade-off
Collect Actionable Data Only
Orchestrate Multiple Channels Partners
Websites (Paid/ Earned/ Owned)
eMails
Telemarketing
Field Sales
Case Study: Product Launch Support
6/13/2016 10
Provide Customer Choices Learn
Evaluate
Sample
Score & Treat Leads Differently
Business Impact & Insights
Lead Opt-Ins (e.g. 5-10X improvements)
Engaging Experiences
Pipeline Growth
Return
Better understanding of Content, Tools &
Product Attributes valued by End Users
Content Type Selection, by Customer Experience Stage (example)
• Company website
• Ebooks
• Presentations
• Data sheets
• Video demos
• Educational Tips
• Switching case
studies
• Company white
papers
• Company videos
• Webinars
• Industry reports
• Third-party case
studies
• Company case
studies
• By
industry
• By solution
• By geo
• Press releases
• Glossaries
• Syndicated content
• Customer stories
• Videos
• Blogs – yours or 3rd
party
• 3rd -party content
• Slideshows
• Thought leadership
• Editorials/News
stories
• Trend studies
• Education guides/
how-to
• Benchmark
comparisons
• Online communities
• Infographics
• Quizzes/widgets
• Cartoons/entertain-
ment
• Curated lists
• Newsletters
• Features / benefits
• Press Releases
• Competitive
comparisons
• Technical white
papers
• Pilot solutions
• Online demos
• Hosted events
• Telesales scripts
• Customer
communities
• Needs
assessments
• Trial offers
• Solution
configurator
• eNewsletters
• Architecture
diagrams
• Analyst white
papers
• Customer
testimonials/referen
ces
• Reference
checklists
• TCO analysis
• Customer events
• ROI calculators
• Industry
Awards/reviews
• Ask the Expert
forums
• Call-Centre number
provided
• E-Commerce
platform
• Where to buy
locator
• Promotions or
incentives
Post-sale
• Loyalty program
• Customer portal
• Best practices
• Customer
presentations
• Cross-sell/Up-sell
Evaluate Use Learn Purchase Interest
Search Begins Solutions Identified Solutions
Evaluated Against
Needs
Short List
Assembled
Selection Made
12
Power of Adjacent Content
Source: DuPont Danisco / Corporate Executive Council , 2011
13
Organizational Model: Centering Opportunities By Business Model
Globally
Centered
Regionally
Centered
Fully
Localized
Strategy
Marketing & Contact Strategy 1 0.8 0.3
CX & Persona Strategy 1 0.8 0.2
Campaign Development
Chartering & Prioritization 1 0.3 0.05
Content Plan 1 0.7 0.2
Selection & Use of Templates 1 0.8 0.6
Content Production & Localization 1 0.7 0.3
Campaign Build
Technical Build 1 0.8 0.6
Content Localization 1 0.5 0.05
Execution & Closing 1 0.8 0.6
Campaign Analytics
Basic Analytics 1 0.8 0.6
Content Performance & Insights 1 0.5 0.4
• Critical mass for Talent Mgmt & Productivity gains
• Improved Brand Consistency
• External Sourcing
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Beyond Lead Nurturing
Core Capabilities
Rich Customer Data Mgmt.
Segmentation
Workflows
Integration
Customer Interaction Automation: Other uses
Existing Customers
Product Launches
Customer Onboarding
Event Driven Workflows (Perpetual Campaigns)
Account Based Marketing
Programmatic Ad Buying (from Silos to Data Management Platforms)
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Critical Success Factors
Clarity of Marketing & Customer Interaction Strategy
• Prioritize. Simplify. Develop multi-generation plan
Business Readiness
• Align AND Engage Marketers & Sales
• Facilitate & Influence Strategy
Operational Readiness
• Business Knowledge & Tool Knowledge intensive
• Keep things simple, Move Fast
• Redesign or eliminate legacies
Contact Data Quality & Discipline
• Privacy. Clean with a focus on Actionable Data
Target Audience & Persona Focus/Culture
• Relevancy & Quality of Content
Analytics: Focus on Few Closed Loop metrics: Actionable ones!
REACH: How many people can I
influence in my target audience
CONVERSION: At what rate do my
leads convert to the next stage
RETURN: What is the Return
on my spend (ROI, ROO)
VELOCITY: How long does it
takes to convert leads to revenue
VALUE: What is the $ value &
shape of my pipeline
Source: oracle Marketing Cloud
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Final Take Aways:
B2B Marketing Trends:
From Silo channels to Customer experiences orchestrated across channels
From B2B to B2P
From Large to Narrow Audiences
From Activity Metrics to Customer & Business Outcomes
Digital Transformation requires talent:
Marketing Engineers needed to design our «Customer Experience Factories»
Old fashion Human Skills needed to lead the transformation
The skills that are most in demand in the world that we’re creating are the abilities to
negotiate, motivate, persuade, and co-ordinate.
Andrew McAfee, codirector of the MIT Initiative on the Digital Economy
Gerard Peyronne
Global eCRM & Marketing Automation Leader
Geneva, Switzerland
Questions?