Customer Marketing Benchmarking Research: Discussion and in-depth analysis
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Transcript of Customer Marketing Benchmarking Research: Discussion and in-depth analysis
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Customer MarketingBenchmark Study
Sponsored by:
Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
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Today’s Agenda
Customer Marketing Perspective & Landscape
Study Results
Next Steps
Q & A
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Today’s Presenters:
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Demand Metric Research Corporation Copyright © 2014. All Rights Reserved.
Jerry RackleyChief Analyst – Demand Metric
Jim WilliamsVP of Marketing - Influitive
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What’s at Stake
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CMO
Demand
Inbound
Website
Programs
Field
Content Product OppsCMO
I want fantastic revenue growth
driven by a fantastic brand
experience
Influitive.com @influitiveadvocate marketing experts
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Customer Marketing
I want to make the customer feel good
Influitive.com @influitiveadvocate marketing experts
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means you have to earn your customers’ business each and every month.
Cloud Apps
Influitive.com @influitiveadvocate marketing experts
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and Social Mediahas given your buyers access to
virtually anyone they want to talk to
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Influitive.com @influitiveadvocate marketing experts
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Study Results
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Study Background
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What investment is being made in Customer Marketing?
What activities are done?
How effective is Customer Marketing?
What skills are critical to success?
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Survey Categorization Data
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Type B2B: 77% B2C: 13% Both: 10%
Role Executive:
10% Marketing:
74% Sales:
7% Other:
9%
Annual Sales $10m or less:
39% $11 to $25m:
12% $26 to $100m:
21% $101 to $500m: 12% $501m to $1b:
3% Over $1b:
13%
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Customer Marketing & Revenue
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Results o
r rev
enue
not
trac
ked
Reven
ue con
tribu
tion
is m
inor
Reven
ue con
tribu
tion
is m
oder
ate
Reven
ue con
tribu
tion
in signific
ant
0%
10%
20%
30% 27%
20%
28%25%
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Results o
r rev
enue
not
trac
ked
Reven
ue con
tribu
tion
is m
inor
Reven
ue con
tribu
tion
is m
oder
ate
Reven
ue con
tribu
tion
in signific
ant
0%
10%
20%
30% 27%
20%
28%25%
Customer Marketing & Revenue
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No/Low Revenue
Mod/High Revenue
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Moderate/High Revenue Impact - Company Size
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Small companies Medium companies Large companies0%
10%
20%
30%
40%
50%
60%
70%
80%
52%
45%
72%
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Customer Marketing Activities
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Other activities
Renewal campaigns
Customer satisfaction program
Customer referral program
Customer advocacy program
Cross-sell and/or upsell campaigns
Online customer community
Customer reference (testimonial) prog.
Customer and/or user group events
0% 10% 20% 30% 40% 50% 60% 70%
6%
31%
41%
46%
48%
50%
54%
54%
61%
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Community Goals
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Customer satis-faction program
Customer referral program
Renewal campaigns
0%
10%
20%
30%
40%
50%
60%
29%33%
17%
52%57%
44%
No/Low RevenueModerate/High Revenue
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Customer Marketing Metrics in Use
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Other metrics
None
Product Usage or adoption
Net Promoter Score
Satisfaction
Number of customer-related campaigns
Upsell and/or cross-sell revenue
Customer influenced revenue via referrals/references
Renewal rate or churn
0% 10% 20% 30% 40% 50%
11%
15%
27%
29%
37%
37%
39%
42%
44%
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Metrics Ranking
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Importance of Customer Marketing
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Very unimpor-tant
Somewhat unimportant
Neutral Somewhat important
Very important0%
10%
20%
30%
40%
50%
60%
2% 3%
10%
29%
56%
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Satisfaction with Customer Marketing Results
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Very dissatis-fied
Dissatisfied Neutral Satisfied Very satisfied0%
10%
20%
30%
40%
50%
3%
13%
35%
42%
7%
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Satisfaction with Results by Company Size
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Customer Marketing Skills
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1. Relationship building skills
2. Communication skills
3. Customer service skills
4. Digital marketing skills
5. Creativity
6. Organizational skills
7. Social media skills
8. Selling skills
9. Event planning skills
10. Other skills
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Skills and Revenue Impact
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Future Importance of Customer Marketing
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Far less impor-tant
Slightly less important
Staying the same
Slightly more important
Far more important
0%
10%
20%
30%
40%
50%
60%
0%2%
14%
29%
55%
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Projected Changes: Budget, Staff or Resources
Significantly decrease
Slightly decrease
Same Slightly increase
Signficantly increase
0%
10%
20%
30%
40%
50%
60%
1% 2%
28%
55%
14%
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Neutral/Dissatisfied Satisfied Very satisfied0%
10%
20%
30%
40%
50%
60%
70%
80%
70%
48%
34%30%
52%
66%
No/Low revenue
Moderate/High revenue
Revenue Impact and Customer Satisfaction
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Customer Marketing
Success Strategy
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Focus on the Right Activities
Customer Satisfaction Programs
Customer Referral Programs
Renewal Campaigns
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Measure your Efforts
No vanity metrics
Renewal rate or churn
Customer influenced revenue via referrals or references
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People & Skills
Relationship
Communication
Digital Marketing
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Exploit Technology
CRM
Marketing Automation
Advocacy
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Resources
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Influitive.com @influitiveadvocate marketing experts
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For More Information:
888.684.0758
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@influitive
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Q & A
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