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Building a Customer-Centered Content Strategy

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Jeff MarcouxCMO Lead, WW Enterprise MarketingMarketing Professor, UC Irvine Board Member Internet Marketing Association Marketing & Communications Executives International

@JeffMarcoux

“Every touch point with a customer is marketing”

@JeffMarcoux

“By 2020, customer experience will overtake price and product as the key brand differentiator.”

- Customer 2020 Report

80% of buyers said that the most significant driver during provider selection was either direct or indirect customer experience. - Sirius Decisions, 2016

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Have you takenthe

journey?

@JeffMarcoux

Drowning in Data

@JeffMarcoux

@JeffMarcoux

@JeffMarcoux

@JeffMarcoux

@JeffMarcoux

@JeffMarcoux

@JeffMarcoux

Technology Process Culture

The Marketing Silver Bullet

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What is the journey?

12345

Product-centric

…the marketing ‘funnel’

Awareness

Consideration

Conversion

Loyalty

Advocacy

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The Journey Has Changed

In-product Social & On-boarding Content

Chatbots

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First thing first, who is my customer?

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Build out personas by hand or with technology Product Centric Company or Customer Centric

Company?

Defining your customer

Functions of senior marketing leadershipTailoring our message to specific marketing roles helps increase impact

Advertising/ promotions director

Digital strategies manager

Creative directorCMO

Sets the creative direction and shapes the internal and external brand image

Data scientist

Social media manager

Public relations director

Website director

Digital Marketing/Web

Corporate Marketing

Creative/Advertising

Identifies customer needs and conceives, develops, and implements innovative digital marketing strategies to engage them

Description Product marketingmanager

Product

Market research director

MarCom manager

Leads corporate branding, marketing communications, and strategic IP

Demand generation & lead nurturing director

Demand Generation

Event director

DescriptionAnalyst and investor relations manager

Brand Manager

Mobile director

Sales readiness executive

Inbound marketing/ content offers

Product evangelist

Leads and analyzes marketing initiatives related to driving sales and revenues

Researches, positions and leads the product strategy to properly meet the needs of target customers

Marketing Ops

Marketing operationsmanager

Directs the development and implementation of processes, tools, metrics, infrastructure and technology to improve marketing operations

Meet “Julia” – [CMO]Sets the marketing strategy and leads the marketing team to deliver superior customer experiences and a positive corporate brand image. Monitors marketing effectiveness and industry success. Builds, presents, and argues the business case for the marketing budget.

Reports to

Direct reports

Goals

CEO

Marketing executives in the areas of: creative, digital, product, corporate and demand generation & external agencies

Increase top and bottom line revenues by X% Grow product market share by Y% Retain existing customers and secure new ones or

increase the number of qualified leads in the pipeline

Increase brand awareness by driving X customers to our website and stores/business

Implement strategies that improve brand preference by X% among key demographic groups

Translate customer and marketing analytics into meaningful insights to get a synchronized view of the customer

Manage a growing team of internal and external resources Creatie a responsive team that has the agility to act quickly

when new marketing opportunities arise Find the information/technologies necessary to drive new

revenues and customers. (Technology awareness was identified by (54%) of CMOs as the top competency to improve.)

Highly influenced by recommendations from team, particularly digital marketing/mktg. technology personnel, and external peers

Budgets increasing in the areas of digital advertising, mobile marketing, digital commerce, and corporate website

A study by Forrester found that 54% of CMOs identified meeting revenue targets as their most important business driver. What marketing programs are driving the most revenues for your business?

Did you know that 80% of customer data will be wasted due to immature enterprise data “value chains”? Have you thought about ways you could better leverage customer data in your programs?

Did you know that nearly half of employees report that social tools at work help increase their productivity, but more than 30% of companies underestimate the value of these tools and often restrict their use? How are you collaborating with your marketing internal teams and external agencies today and do you have the right social and communication tools in place?

Bill Gates was recently quoted as saying that he believes the pace of innovation is faster today than ever before. How are you using technology today to keep your finger on the pulse of the industry, your business, and your competition?

Own the customer experience Set the company’s marketing strategy and maintain

brand awareness Advocate for, define and manage the marketing

budget Lead the marketing team to meet lead generation,

revenue and market share goals for the company

Responsibilities

Challenges

Conversation starters

Purchasing insights

CMO.com, The CMO Club, Harvard Business Review, The CMO Collective, LinkedIn Chief Marketing Officer Network, Fierce CMO

Trusted channels

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Build out personas: by had or with technology Product Centric Company or Customer Centric

Company? Identify your Total Addressable Market (TAM)

Defining your customer

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TAM as I look at itTotal Addressable Market

Fit Engaged

Actively Looking

Those you don’t know about

Your customer

s

Competitors

customers

Find through Inbound/Outbou

nd Big Fish

Not a good fit

Targeted ABM

Advertising | Events | Email | Etc.

ABM w/ Intent Detection Dissatisfaction | Value |

ABM

Predictive Lead Gen | ABM

Loyalty | Education | Expansion

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Build out personas: by had or with technology Identify your Total Addressable Market Define your customer journey

Defining your customer

…Customer Decision Journey

People-centric

Open to possibility

Decision to change

Evaluating

Shopping

Experiencing

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Air cover/General Awareness Social Stunts Events Swag: Backpacks | Laptop Screens | Etc. Advertising

Different Stages

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Air cover/General Awareness Advertising

Ad Words Display Ads Predictive Advertising Dissatisfaction Campaigns ABM Advertising

Different Stages

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Air cover/General Awareness Advertising Conversion content & retargeting

Different Stages

What is holding us back?Content Marketing

74% of online consumers get frustrated with Web sites when content appears that has nothing to do with their interests. – Harris Interactive, 2013

Activate Around Customers

“Digital Disruption Assessment Tool” Content Journey Assessment

Blog 2

UBER Blog 3

Growth Hack Blog 4

Disrupt 101

Blog 5

TBD MW

Blog 6

Exp > Tech

Blog 1

Digital Disrup

t

Infogr 2

Digital Disrup

t

Report

Outbrain

Infogr 1

Digital Disrup

t

Banner Ad

Demand Gen Banner

Ad

Retarget

Email 1

Email 2

Banner Ad

Retarget

VibrationsPromotional, social, paid social, paid amplification, media, blogs, infographics, and SlideShare associated with the promotion of the content epicenter.

EpicentersAn interactive microsite that helps guide execs through important questions about auditing their organization + a customized report with insights and recommendations.

Also, a gated whitepaper by The Economist “How Technologies are Transforming Business Functions”AftershockAssets that strategically continue the conversation, provide lead score opportunity, or MQL opportunity.

Global Dema

nd Center

s

GIAM

214

Direct Propos

al CIE

Email 3

GIAM

214

Direct Propos

al CIE

Global Deman

d Centers

2 Gates2 Infographics1 Slideshare6 Blogs25 Social Posts7 Ads4 Emails

Digital

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Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization

Website Email Social Bots/AI

Different Stages

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Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization Nurture marketing w/ personalization & branching

Different Stages

Customer List:Organic traffic, paid demand gen, social, Hand off from other nurture

Target Audience:Marketing Leaders

START

Organic & Paid Customers Gate (Unknown to Lead)Marketing Insights Journey

EMAIL #1

EMAIL #2A

EMAIL #2B

EMAIL #2C

EMAIL #2(ABC) – Top Performer

Email Link Clicked

YESCTA #1

CTA #2

CTA #3

YES

YES

NO

Email Link Clicked

Pass to Happy Meal Nurture

Email Link Clicked

Reassess

Nurture

NO

YES

Reassess

Nurture

EMAIL #3

Score and Pass to Alt Nurture

Pass to Power BI Page

Pass to Power BI Trial

Reassess

Nurture

Reassess

Nurture

Pass to Partner

Pass to Azure Marketplace

Pass to Happy Meal Nurture

Email Link Clicked

YES

NO

NO

YES

Email Link Clicked

NO

YES

One week between click engagements, two weeks in between non-click engagements

CTA #1

CTA #2

CTA #3

CTA #1

CTA #2

CTA #3

Once you take them off… you’ll never put them on again

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Air cover/General Awareness Advertising Conversion content & retargeting Real-time personalization Nurture marketing w/ personalization & branching Account Based Marketing

Different Stages

Planned| Expansion| Predictive Lead Gen| Opportunistic

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Go through your customer journey List out key personas your company targets Map out existing touch points & content Call out gaps in your content and customer journey

Putting it all together

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Because Science… A few more tipsDefault EffectParadox of Choice Forgetting Curve

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