Creating an experience worth raving about
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Transcript of Creating an experience worth raving about
DECISION TIME FOR B2B BUSINESSES
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Marketing as a support resource for the business
Marketing as a strategic asset for the businessOR
Marketing objectives
Time horizon
Typical skill sets
Relationship with sales
Efficient delivery against campaign targets
Campaign to campaign / quarterly outlook
Marketing communication and project management
Responsive / supportive
(Joint) ownership of commercial targets and overall
ROMI
Shaping the market for the future & evolving programmes
over time
Blend of strategic and operational not limited to pure
marketing skills
Peer to peer
We need to break out from the marketing silo and do things that have an impact on the business and our customers
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BECOMING A STRATEGIC ASSET
TWO KINDS OF EXPERIENCE
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Customer experience(Do you know
what it’s like to be a customer of your business?)
Experiential marketing
(Doing things as a business that
are worth talking about)
EXPERIENCE: THE NEW BATTLEGROUNDFOR COMPETITIVE DIFFERENTIATION
Participants in activities such as tourism, extreme sports and recreational drug-use also tend to stress the importance of experience.
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“The internet is broken.” The Guardian, 15 August 2014
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“Is the internet full?” The Telegraph, 13 August 2014
WE HAVE FILLED THE INTERNET WITH INFOGRAPHICS“Can we fit one more in?...”
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WHAT ARE THESE EXPERIENCES?
Something your business does that the audience can engage with
Rather than standalone content, which is just something that marketing creates
Do something that’s worth marketing, rather than creating ‘empty’ marketing
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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
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“It’s rather refreshing to see a big tech company actually do this kind of thing rather than just talk about it.”
STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.
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FINDING YOUR IDEA
Don’t get too caught up on joining the ‘outside-in’ bandwagon. What are you great at that customers love?
Sense check: The best ideas will need to involve people outside Marketing!
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FINDING YOUR IDEA
Before: Show, don’t tell
“Tell me and I forget. Teach me and I remember. Involve me and I learn.”
Now: Share, don’t show
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WHY WILL CX BE THE NEXT BIG THING IN B2B?
Will our existing customers buy more
from us and re-sign the contract?
Are we serving customers in the most efficient way possible?
Are we creating raving fans as our best proof points and advocates?
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Does the experience of being our customer match up with our positioning and the story we’re telling in the market?
AN OPPORTUNITY FOR MARKETING TO LEAD
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3a – False partnership
• Marketing has minor role in lead generation strategy
• May have revenue responsibility, usually shared with sales.
• Limited or no control over customer experience, product development.
3b – True partnership
• Marketing has a significant role in lead generation strategy
• Has revenue responsibility that is usually shared with sales, but may also be a standalone target
• Significant or leadership role in managing customer experience, product development
1– Sales led
• Marketing supports sales with brand and lead gen activities
• Rarely has revenue responsibility, and that is usually shared with sales, not a standalone target
• Small role in growth strategy, product direction, etc.
2– Marketing led
• Marketing drives much or all of revenue
• Leads growth and lead generation strategies
Source: Econsultancy, The Reinvention of B2B Marketing, 2014
AN OPPORTUNITY FOR MARKETING TO LEAD
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Sales - led False partnership True partnership Marketing - led
Brand strategy & comms Brand strategy & comms New product innovation Brand strategy & comms
Sales support Sales support Brand strategy & comms New product innovation
Promotions Promotions Sales Support CX & lifecycle management
Customer research Customer research CX & lifecycle management Customer research
Digital innovation New product innovation Customer research Promotions
New product innovation CX & lifecycle management Promotions Channel Management
CX & lifecycle management Channel management Channel management Digital innovation
Channel management Digital innovation Digital innovation Sales support
Marketers Rank Their Greatest Impact on Growth
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Source: Econsultancy, The Reinvention of B2B Marketing, 2014
IT IS ALREADY HAPPENING
Led by organisations with a B2C heritage
Reflected in the rise of Account Based Marketing
Seeing it in new job roles and responsibilities
More programmes focused on customer lifecycle(and data quality!)
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FUNDAMENTAL BUILDING BLOCKS
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Desired position
Customer experience
Sell
Welcome
OptimiseUpsell
Renew
Personal motivations
Status
Career
Fun
Security
FUNDAMENTAL BUILDING BLOCKS
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Desired position
Customer experience
Sell
Welcome
OptimiseUpsell
Renew
Personal motivations
Status
Career
Fun
Security
A methodology and responsibility for gathering and acting on customer
experience insight
EXAMPLE IN PRACTICE
Positioning hypothesis: ‘making Finance easy’ is a potential position in the market
Customer research: it is an important factor, and ‘fun’ is a related attribute
Existing customer experience positives: concrete areas where we are already different
Existing customer experience negatives: where experience is a long way from positioning
Customer journey mapping: identify pain points & moments of truth with prioritised actions
Business actions: Internal change programme and employee engagement
Marketing actions:
• Messaging development for new positioning
• Customer lifecycle communications (moments of truth)
• Customer advocacy refresh
• Prospect and customer segmentation
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EXAMPLE IN PRACTICE
Benefits:
• Stand-out position attracts new business
• Customer retention and increased share of wallet
• Advocacy-powered customer growth
• Cost savings from process simplification
• Pride in customer satisfaction
Marketing as a strategic asset to the business!
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STUFFOCATION - JAMES WALLMAN
“Instead of stuff, focus your energy, money and time on experiences.”
“Switch from the materialist mindset —so last century — and get on board with the key cultural trend of the 21st century: experientialism.”
“Instead of looking for status, happiness and meaning in material things, start getting them from experiences.”
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A FINAL QUESTION…
So what are you doing to help your customers find status, happiness and meaning?
If you can do that, they’ll stay with you for life.
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