CASE STUDY: Customer experience management: How to manage the digital 'moments of truth'
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Transcript of CASE STUDY: Customer experience management: How to manage the digital 'moments of truth'
CUSTOMER EXPERIENCE MANAGEMENT HOW TO MANAGE THE DIGITAL 'MOMENTS OF TRUTH'
Ceri JonesVP Global Demand Generation & Operations
Modern Marketing Experience 2015 - Las Vegas
What I’d like to cover
• The Buyer’s Journey is increasingly digital• Understanding buyer personas• Marketing Operations: enabling a joined up Customer Experience
• Demand Generation: driving engagement • Delivering consistent ‘Moments of Truth’ at Basware
• Measuring Success
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About Basware
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• Founded 1985• HQ in Finland• 1400+ employees
in 14 countries• 2014 Turnover
€130m approx
Leading Global Provider of
eProcurement and Invoice
Automation Solutions
Largest B2B Global Commerce
Network: Over 80m
transactions in 2014
BUYER’S JOURNEY
B2B Marketing 2015 - London
The Global Buyers’ Journey Has Changed
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From This: To This:
The Buyer’s journey has changed from a Sales-led to a Buyer-led, digitally enabled process
Source: Sirius Decisions
Ease of access to Information changes everything
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Easy access to information has
fundamentally changed the seller-buyer
relationship
Product information
Peer feedback
3rd party sources The buyer is now in the driver’s seat. They have the ability
to find information they need and evaluate your product without ever talking to your sales team
Source: Sirius Decisions
Knowing Your Buyer: Understanding Personas and Roles
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Drivers
Indirect Procurement Driver
APDriver
ARDriver
C-Level Initiators
CFOInitiator
CPOInitiator
Influencers
IT Blocker & Advisor
Persona Needs & Journey at Basware
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C-LEVEL INITIATORS DRIVERS INFLUENCERS
CFO Initiator
“Help me control and reduce costs, and plan/forecast for business growth”
CPO Initiator
“Help me with cost reduction & transformational change”
Indirect Procurement Driver
“Help me with category spend management”
IT Blocker & Advisor
“Help me deploy systems that are easy to integrate, that automate our processes and don’t impact security”AP Driver
“Help me increase productivity, streamline the P2P process and optimise our cash”
AR Driver“Help me minimise ‘days sales outstanding’ and drive efficiency”
EDUCATIONSOLUTION VENDOR
“Help me control and reduce costs, and plan/forecast for business growth”
“Help me increase productivity, streamline the P2P process and optimise our cash”
“Help me deploy systems that are easy to integrate, that automate our processes and don’t impact security”
Marketing must Support this Digital Journey and Influence Behaviour
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•67% of Buyer’s Journey takes place online
•71% of leads expected to come from Digital sources by 2015
Companies must embrace and adapt to the new reality
So how do we manage those digital ‘moments of truth’?
(… and avoid visitor abandonment….)
DELIVERING A CONSISTENT BUYING EXPERIENCE
B2B Marketing 2015 - London
MARKETING OPERATIONSPutting the pieces in place
The Building Blocks: Marketing Operations
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Marketing Automation
Data Quality
Lead Scoring & nurturing
Process Governance &
Compliance
Reporting & Analytics
It all starts with Sales & Marketing Alignment
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ALIGN MENT
Marketing Automation
Data Quality
Lead Scoring & nurturing
Process Governance
& Compliance
Reporting & Analytics
1876 Vendors across 43 marketing categories
Marketing Automatio
n
Data Quality
Lead Scoring & nurturing
Process Governance & Compliance
Reporting & Analytics
Marketing Technology: Increasing Complexity
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Data: Capturing Buyer Preferences
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Marketing Automation
Data Quality
Lead Scoring & nurturing
Process Governance
& Compliance
Reporting & Analytics
Lead Scoring:What is a lead?
Score Description Marketing Action
A4 The right prospect but no interest.
Priority but may need specific “why now” messaging.
B1 Good fit and very interested. Send to sales queue for follow-up.
C1 Not the ideal prospect but very interested.
Will they ever be a good fit? Continue to nurture.
D4 Wrong Fit. No interest. Fulfill request and segment out.
Marketing Automation
Data Quality
Lead Scoring & nurturing
Process Governance
& Compliance
Reporting & Analytics
Reporting & Analytics:Understanding what is working
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Marketing Automation
Data Quality
Lead Scoring & nurturing
Process Governance
& Compliance
Reporting & Analytics
DEMAND GENERATIONDRIVING ENGAGEMENT WITH TARGETED CONTENT
B2B Marketing 2015 - London
ContentChannelsConversionNurture
IN-CAMPAIGN SCORING
NURTURING CAMPAIGN
SEARCH ENGINE
SOCIAL / PAID MEDIA
Demand Generation Engagement and Velocity
19
E-
Invoicing
P2P
APProcur
ement
Expense
MngtShared
Service
1. Brand Promise & Solutions
2. Target Personas
BUYER’S JOURNEY
STAGE
Collaboration: PM/DG/MC/FM
3. Which marketing program / campaign?
INTEGRATED CAMPAIGN
ALWAYS-ON CAMPAIGN
CUSTOMISED JOURNEYS
MULTI-TOUCH CAMPAIGNS
4. What type of Activity?
LEAD GENERATION
REPORTING AND ROI
5. Feeding the Engine
6. Dashboard
EVENTS TELEMARKETING
DEMAND GENERATION EXECUTION
(COORDINAT-ED ‘PLAY’)
Industry
Solution
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Nurture Programs
No long-term DBL
EnterpriseCustomer
FreemiumCustomer
New
Won
10-50%Opp
ClosedLost
Closed SALRejected
SRL
SRLNon-customers
Pre-SRLNurture
OpportunityAccelerator
Nurture
RecyclePassiveProgram
RecycleActive
Program
ReconstituteProgram
Data CleanseProgram
Cross Sell Nurture
Customers
WelcomeNurture
Sales
SupplierPull-through
Stale SRL
SRL – Sales Ready LeadSQL – Sales Qualified LeadDBL – Digital Body LanguageOpp – Opportunity
SQLor SAL
Pre-SRL Persona Nurture
Known Email.
Unknown Persona
Content Content Content Content
Gating
Pers
ona
Iden
tific
atio
n Q
uest
ions
Brand Activation and Persona Identification FinancialInitiator
ProcurementInitiator
ProcurementDriver
APDriver
ARDriver
IT Blocker Advisor
Messages and content driven by persona needs, drivers and buying triggers.
DELEGATION MECHANISM BETWEEN C-LEVEL INITIATORS AND DRIVERS TBA
OPPORTUNITY FOR DRIVERS TO INVOLVE IT IN THE COMMUNICATION/DISCUSSION - TBA
Known Persona
Example Persona Nurture – Finance initiator
Improving Business Performance
Purchase to pay manifesto ebook
Topic
CTA
Strategic Cash and Risk Management
Removing Process Silos to Maximize Profit ebook
Financial Visibility and Control
Ebook - How to save a fortune and improve visibility with 100% e-invoicing
Financial and Procurement Collaboration
Guide - Purchase-to-Pay: A Step-by-Step Guide to the Purchase-to-Pay Process
The Business Case for P2P
Presentation – The business case for P2P
Financial Performance Benchmarks
Financial Performance Benchmarks infographic
• Personas driven by job role/ level• Clear CTA drives visitor to landing page• Visitor drives speed of journey through journey based on
consumed content• Exits nurture when qualified lead passed to Sales
Themes, Content and CTAs synchronised in all channels
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Measuring Digital Impact
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Summary
• Managing those digital ‘moments of truth’ requires co-operation between Marketing Operations and Demand Generation
• Content, channels, forms, systems, data, reporting must all be aligned with the coordinated ‘play’
• Measurement provides opportunities for real-time, data-based, continuous improvement
• Enjoy the journey!
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Questions?
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