Navigating the new customer journey
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Transcript of Navigating the new customer journey
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 15
Velocity Value Volume
45% of surveyed buyers say thought leadership plays a critical part in determining who makes the short list
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 16 Source: ITSMA
Aligning content and advertising brought a new level of campaign credibility and enabled customer engagement
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 18
Bringing in subject-matter experts created compelling new content and allowed us to leverage their social followings
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 19
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 21
Velocity Value Volume Velocity Value Volume
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 26
Velocity Value Volume
Research shows expectations are rising for customized, individualized experiences in both the B2B and B2C space
When you sell a solution rather than a product, you’ll see a 479% increase in the sale
CIO
VP of Sales
CMO
CSO
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 28 Source: Cascade Business Research Group
Using our data to update offers and alert customers of upcoming renewals offered a much simpler and higher value experience
© 2014 Cisco and/or its affiliates. All rights reserved. Cisco Confidential 29
A greater proportion of B2B customers are emotionally attached to the brand they purchased than B2C consumers
Source: CEB/Google, From Promotion to Emotion: Connecting B2B Customers to Brands
“A journey is like a marriage. The certain way to be wrong is to think you control it.” John Steinbeck