Ari Hoffman: Google in Your Pocket

transcript

Doc Writers Have All the Power

Google In Your Pocket

@arigobie

  Changes in the market that you need to understand

  Stats that show your world has changed

  Tactics for starting strong and continuing on

  Use Cases

  QA – NO HATERS PLEASE

Agenda

2010 2011 2012 2013 2014 2015 2016

A New Category of Customer Engagement Software

MindTouch launches cloudproduct and wins first customers.

Zendesk partners with MindTouch; first 75 customers milestone.

SAP partners with MindTouch. Builds SAP integration. Launchesfirst shared customers.

New customer revenue grows by 212%. Customer renewals rates 96%.

Salesforce partners with MindTouch.

Salesforce Analytics Cloud Launch Partner.

Accenture partners with MindTouch.

Salesforce Community Cloud Launch Partner.

SAP Software Partner of the Year.

Customer renewal rates still at 96%.

6 Million daily requests1.3 Billion monthly events

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•  6 Million daily web requests

•  1.5 Billion monthly user events

•  Analyzing customer performance over last 6 years:

Converting ”help content” into a digital experience that creates brand engagement.

Web Traffic Time on Site

•  38% increase in new customer revenue!

•  47% decrease in customer !relationship cost!

•  62% increase in renewal probability!

AARON FULKERSON CEO at MindTouch

Revolution and Evolution

  Pre-Industrial Revolution   No separation between

customer and craftsman   Industrial Revolution

  Advent of the distribution network

  Return to the Craftsman   Faster production cycles and

direct connection to SME’s/craftsmen NicolasFleury/Flickr

Returning Touch

  Marketers assume what matters to consumers – emotion, not form and function

  Consumers have to assume what the post-sale experience is like   Marketing materials explain

the value, but third-party sites are needed to explain what using the product is like

ImageviaWikimedia

Assump8onProblem

Wenowliveintheageofon-demandunderstanding.

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AARON FULKERSON CEO at MindTouch Emo8onalSale

Revolution and Evolution Macro Trends

  Company is in Control   Minimal touch points

  BBB or Snail Mail   Email comes along

  Omni Channel Touch Points   No longer control the contact   Conversation spreads

  Switch in Power   Customer’s Voice is Heard

  The Perpetual Sale Fails   Can’t cross your fingers that

customer will buy again   Rise of Subscription Economy

  Customer Success Matters

  The Subscription Economy   Requires emphasis on customer success,

upselling   Average size company uses between

300-400 cloud apps, many on a subscription model

  Even GE is finding ways to move to this model

Macro Trends

MICRO-MOMENTS

“Mobilehasforeverchangedwhatweexpectofbrands.It'sfracturedtheconsumerjourneyinto

hundredsofreal-8me,intent-drivenmicro-moments.Eachisacri8calopportunityforbrandstoshapeour

decisionsandpreferences.”

(Google)

  Legally Obligated To Produce

  Decrease Customer Dissatisfaction

  Avoid Logjam of Support Tickets

How To Grow!

  Single Place to Self Serve

  Augment SEO

  Improve NPS and CES

  Increase Up Sells and Renewals

How To Grow!

“SMART” content converts documents into digital experience. Increasing new customer sales, renewals, upsells and creating market insights.

Chilling Stats

Let’s look at some cold hard data. BRR!

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Evolving Buyer!

Of B2B buyers undertake online research (Acquity

Group)

94% 92%

Of B2B buyers use search engines to find content

(Acquity Group)

Of buyers will not engage vendors that don’t supply docs and post-

sale content (Acquity Group)

of US consumers require some degree of customer support

while making an online purchase (eConsultancy)

of US consumers will abandon an online transaction if their questions or concerns are

not addressed quickly (Forrester)

1. Research Stage – Creates Engagement Opportunities; Capture Buyer Attention

of buyers use search engines to find content (CEB, HBR, Gartner)92%

of buyers will not engage vendors that don’t supply docs and post-sale content (Acquity Group)

1. Research Stage OutcomesActivating content from documentation, support and training creates engagement, allows companies to control their brand online and drives desired outcomes.

• 2-3 times more web traffic•  Improved brand awareness• Marketing qualified leads• Sales qualified opportunities

2. Buy Stage – It’s Imperative to Maintain Engagement; Retain Attention

of consumers require some degree of customer support while making an online purchase (eConsultancy)

of the purchase process is complete before the buyer even contacts the vendor (CEB)

2. Buy Stage OutcomesA seamless content experience offered just-in-time from documentation, support and training as customer touchpoints maintains engagement and drives desired outcomes.

• Faster sales•  Improved commerce conversions

3. Succeed Stage – Engagement Determines Up-sell, Renewals and Word-of-Mouth

of customers prefer to use online self-service (Forrester)76%

of customers who have a low-effort service experience will buy from that same company again (CEB)

Customers who require user-assisted support are 4 times less loyal than those who self-serve (CEB)

Customers who on-board fastest stay longer, cost less, and spend more (HBR)

3. Succeed Stage OutcomesA continuous experience of content delivered as a series of touchpoints allows customers to quickly gain proficiency and succeed with the products they purchased.

•  Increased Net Promoter Score•  Improved retention

• More up-sell and cross-sell

Seamless Content Touchpoints Across All Stages: Research. Buy. Succeed.Win and keep the customer by creating engagement that retains the customers’ attention and helps them achieve success with your products. The byproduct is deep understanding.

Customer First Experience

Google Search/SEO!Support Channels!

Buyer and!Customer!

Intelligence!

In-Product Contextual Help!Sales/CRM!

Management!

Commerce!

Growing in a Storm

Real World Analytics from Dinosaurs to Unicorns

All these Brands have in Common?! How To Grow!

CODE42CODE42

UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER

On repository, microcontent exposed as web native, mobile ready and

microservice

SUCCESS CENTER

Success Center!v Easy to search, easy to

navigate!v Intuitive !v Responsive!v Adaptive!

How To Grow!

GOOGLE SEARCH (SEO) SUCCESS CENTER

v Driving site traffic through SEO!

v  Increase Domain Authority!!

Success Center!v Easy to search, easy to

navigate!v Intuitive !v Responsive!v Adaptive!

How To Grow!

GOOGLE SEARCH (SEO)

SALES CUSTOMER RELATIONSHIP MANAGEMENT

SUCCESS CENTER

How To Grow!

GOOGLE SEARCH (SEO)

ONBOARDING / TRAINING /IMPLEMENTATION

SUCCESS CENTER

Training !Onboarding !

Implementation!!!

How To Grow!

GOOGLE SEARCH (SEO)

IN-PRODUCT CONTEXTUAL HELP

SUCCESS CENTER

How To Grow!

GOOGLE SEARCH (SEO)

SUPPORT CHANNELS

SUCCESS CENTER

v Understand &!Connect with your !

Most Valuable resource,!Your Customers!

!v Accelerate Sale Cycle!

And Increase your !Renewals and Upsells !

How To Grow!

GOOGLE SEARCH (SEO)

SUPPORT CHANNELS

ACCOUNT MANAGEMENT/RENEWAL

SUCCESS CENTER

Empowering the Success Manager !with Insights!

v Understand &!Connect with your !

Most Valuable resource,!Your Customers!

!v Accelerate Sale Cycle!

And Increase your !Renewals and Upsells !

How To Grow!

Improve Marketing, Sales and Product StrategyConnect with and understand your buyers and customers better.

•  Improve Marketing and Product Strategy!

•  Inform Sales Channels, Improve Sales Execution!

•  Identify Gaps and Inform Content Strategy ! !

•  Increased Retention and Upsell!

A New Digital Experience that Drives Engagement with Measurable Value.Make money and save costs; with content you’ve got lying around.

Impact to Web Traffic

•  38% increase in new customer revenue!

•  47% decrease in !customer cost!

•  62% increase in renewal !probability!

Impact to Time on Site

Data compiled with the express permission of MindTouch customers and use granted with commitment to anonymity.

Across The Board!

Improve marketing with geographic and demographic data!

Improve organic traffic and domain authority for corporate web site!

Identify content requirements with user events stream!

Reduce customers’ effort and increase consumer adoption!

Double website traffic, triple engagement, and halve bounce

rates!

How To Grow!

Too good to be true? Our customers don’t think so…

Web Traffic !Increase! Time on Site Increase!

8x! 20x!

9x! 6x!

2x! 10x!

8x! 5x!

FREE!E-Book!

http://mndt.ch/ExeRoadmap !

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Please connect with me on twitter!@arigobie!

Ari Hoffman: Google in Your Pocket

Leadership & Management