Date post: | 16-Apr-2017 |
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Marketing |
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Gary DeAsiSenior Manager, Digital Marketing & BrandSmartBear Software@gdaz
Aligning Your Marketing Strategy & Team with the Modern Customer Journey
customerjourneymarketer.com
22
4M+users
25K+organizations
194countries
15+products
Marketing Organization
Demand Gen
Creative
Web
Operations
Functionally
“Market Manager” & Product Marketing
X4
Vertically
customerjourneymarketer.com
: The complete sum of experiences that customers go through as they interact with a company/brand across multiple touch points over time.
Customer Journey
customerjourneymarketer.com
70% of the buyer’s journey occurs online before engaging with a sales rep
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ROAD TO ADVOCACY
90% of the buyer’s journey is self-directed
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“The right people, with the right experiences, at the right time!”
But for realsies, how do you do that?
Adopting a Stages Model and Key Considerations
customerjourneymarketer.com
Adopting a Customer Journey Stages Model
Click here to learn more about this model
customerjourneymarketer.com
Stages/Models Tips and N2K
• Customers can enter at any stage
• Don’t think linear
• Choose the right model for your business
• Define stages by customer POV, not just yours.
Questions and barriers…
• Encompass all scenarios
• Clear definitions
• Objectives and success definitions
• Training and reinforcement!
• Get internal buy-in
customerjourneymarketer.com
Understanding your Customers
Individual
Job roles, personas
Motivators
Problems, pain points
Terminology & language
Buying triggers
How solve problem before?
Organization
Industry vertical
Company size
Business model, strategy
Technology stack
Org structure
Geo locations
customerjourneymarketer.com
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Using Competitor XYZ not actively looking to switch solutions
Using Competitor XYZ actively looking to switch solutions
Has a pain/problem, has never used a paid solution before
Doesn’t know they have a problem yet
Has used a competitor before, new company doesn’t have a solution
Using a free tool, recycled lead now actively looking for solution
Understanding your Business
Product or Service
Value propositions
Key features, capabilities
Differentiators
Complexity of solution
Use cases
Technical specifications
Technology partnerships
Sales
Pricing model
Sales model
Length of sales cycle
$ ASP
Barriers & objections
Complexity of buying decision
Market
Market maturity
Demand type
Market share
Competitive landscape
Positioning
Market trends
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Demand Type Characteristics Objectives Requirements
EstablishedMarket
• Majority recognize asnecessary
• Well-defined, contestedmarket with establishedsolutions
• Battling for market share
• Differentiate solutionfeatures/capabilities
• Quantify incremental value vscompetitors
• Calculate total cost of ownershipadvantages
• Competitivepositioning anddifferentiation
• Overcome cost ofswitch
NewParadigm
• Retools/optimizes existingprocess
• Solves known currentproblem better
• Replaces current line item
• Educate buyers there is a betterway solve problem than currentlegacy solutions
• Quantify the cost of status quodoing nothing
• Justify the cost of new paradigm vsstatus quo legacy solution
• Process/solutionchange
• Hone in on pitfalls andrisks associated withexisting legacysolutions
• Focus on innovation,change, future
New Concept
• Disruptive• No budgetary line item• Requires issue/problem
creation
• Illuminate issues buyers may notbe aware they had and/orassociate with pain points
• Help buyers prioritize opportunities• Make buyers aware solutions exist
and the value in solving problems
• Market Leadership• Evangelism• Early adopters• Target influential,
motivated prospects
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Information
• Search and browsing behavior• Research and nurture needs• Messaging• Barriers to overcome• Questions to answer
INTELLIGENCE
How do you get all this information?
Online Surveys
Interviews
Networking
Data & Research
customerjourneymarketer.com
Team Education: Customer Journey “Battlecards”
NOW WHAT?...
Engagement Education Research Evaluation Justification PurchaseAdoption -Advocacy
Content Strategy
Social Strategy
Lead Nurturing
Paid Advertising
Web: SEO & Conversion
PR
Marketing Operations
Analytics and Reporting
Alignment & Execution
customerjourneymarketer.com
Content Strategy
customerjourneymarketer.com
MetricsGoals &
ObjectivesContent
AuditContent
Plan
Aligning Content Strategy: Planning Process
TrafficFree tool downloads
Leads GeneratedContent Downloads
QLsTrials
Trial ActivationsOpportunities
Opportunities WonRenewals
Upsell, Cross-sell
%
customerjourneymarketer.com
2323SmartBear Confidential and Proprietary
Aligning Content Strategy: Content Audit
2424
Content Audit: Identify Content Gaps
SmartBear Confidential and Proprietary
Number assets / stage Types of assets / stage Performance of assets Age of content Location of content Distribution strategy Optimization, enhancement,
and re-purposing Keyword research
MetricsGoals &
ObjectivesContent
AuditContent
Plan
Content Strategy: Planning Process
TrafficLeads Generated
Content DownloadsQLs
TrialsTrial ActivationsOpportunities
Opportunities WonRenewals
Upsell, Cross-sell
%
TopicsFormatsTimelineBudget
Resources
customerjourneymarketer.com
2626SmartBear Confidential and Proprietary
? ?“Why do I have a problem?!"
“What solutions are available?What factors should I consider?”
“Does this product solve my problem(s) & meet my needs/requirements?”
"Why should I choose this? How can I get my boss and team members on board?”
“Hello, brand, do I like you, are you relevant to me?”
“How do I get it? How difficult will it be to implement and change current process?”
Multi-Stage Content, Linking, CTAs
Education (Problem)
Research (Solution)
Evaluation (Product)
Channel Alignment
customerjourneymarketer.com
Properties and Communities
Blog & Social
Resource Centers
Product Sections
Community & Support
Resource/“Learn” Centers “educational”
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Product Sections
Product
Sections
“Commercial”
Paid Advertising
Paid Social
3rd party EmailSponsored Content
adwords
Re-marketing
customerjourneymarketer.com
Paid Advertising: Remarketing
Resource Center Product SectionOpen Source Download
eBook Trial
Lead Nurturing
Top Funnel
During Trial
Bottom Funnel
Customer
customerjourneymarketer.com
*eBooksInfographics
WebinarsBlogs
SlidesharesVideos
DocumentationChecklistsTutorialsGuides
Weekly trainingFAQ
Case StudiesTestimonials
ROI CalculatorsSell your Boss
Analyst ReportsBOFU Webinars
Top BottomTrial
Operations, Scoring, Metrics
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*Scoring, Behavioral Data + Segmentation
Engagement
Education, Research
Evaluation
Justification, Purchase
Adoption –Advocacy
Closed Won, Renewals
a) Completed Trial (Open, working)b) Open Opportunity
a) Scored QL (100+)b) During trial
Score = 10-99
Score < 10
SFDC Campaign Field + Score Weights
+10
+30+50
customerjourneymarketer.com
Stages Metrics
Engagement,Education,Research
Blog traffic Resource traffic Content Downloads QLs (Non-trial score-ups)
Evaluation Product section traffic Trials Trial Activations
Justification,Purchase
Opportunities opened Opportunities closed won
Adoption,Retention,Expansion,Advocacy
Renewals Up-sell, Cross-sell opportunities NPS Influitive members/activity
customerjourneymarketer.com
Agile
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Why Agile?
• Project planning/management
• Time + workload management
• Faster reaction time
• Collaboration (Global)
• Prioritization
• Visibility/transparency
• Accountability
• Efficiency
• Break down silos
20132012 2014 2015
Agile Tools and Systems: 2012-2016
2016
Agile system 1 Agile system 2
RE-ORG
Current Sprint System
Demand Gen CreativeWeb Operations
Teams
Team Managers
Market Manager (x4)
Customers
customerjourneymarketer.com
Current Sprint System
Length: Two weeks (10 business days)
Delivery Vehicles:• Epics: Overarching project (multiple sprints)• Stories: High level summary of problem sent to Manager• Tasks: Execution items with hours attached (assigned to sprint)
Meetings:• Retrospective/Review – how did we do? What went well? What
can we improve? Big wins?• Mid-Sprint “Half-time show” – how are we tracking? Blockers?
Priority changes? Have what we need for H2?• Sprint Commit – What does everyone have on our plates?
Priorities? Details and deadlines? Can we commit?
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“I _____________, take you_______________________ ,to be my lawfully wedded JIRA issue, to honor and cherish you, for better, for worse, in sickness and health until we are parted by ____________”
Honor Thine Commitments!
SmartBear Confidential and Proprietary
[~gary.deasi]
MTD-577 Team Customer Journey Training
Due: 7/July/16
First 10 Sprints Since Adding Commit Session
64.82%
79.42% 78.34%
88.26% 85.71%
95.96%90.25% 92.06%
91.88%95.55%
0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
728 814 828 911 925 1009 1023 1106 1120 1204
Traffic Team Sprint Results: % Commited Execution Hours Completed
728 814 828 911 925 1009 1023 1106 1120 1204
customerjourneymarketer.com
Current Sprint System
• Backlog: “To do” list of tasks not assigned to a sprint
• Execution hours: time spent actually executing tasks
• “Personal Problems”: OOO/PTO, Doctor’s, Travel, Interviews, Meeting
• “Flex” time: time planned in sprint for incoming unplanned tasks, orto be used for ideation, experimentation, optimization, or backloggedtasks
• “Flex” tasks: unplanned tasks assigned to sprint after commit session
• “Gypsy” tasks: a task that keeps getting pushed back sprint aftersprint
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Sprint 0610 Retrospective: 10AMSprint 0624 Commit: 2PM
Sprint 0624 Start
Mid-sprint check-in, calendar review
Metrics
MMs send “big rocks”
Agile Lessons Learned
Get organizational buy-in
Mold system to your organization, not the other way around
Iterative, collaborative process - feedback, evolution
Sprint length = 2-4 Weeks
Benchmark your bandwidth
Build in flex time. Plan for the unpredictable, time-sucks (20-50%)
Minimize upkeep – low touch
Specificity, break down tasks into bite size pieces
Review and commit before sprint
Sprint and backlog to deflect unnecessary requests – use the backlog!
If it’s not in the sprint it doesn’t exist.
customerjourneymarketer.com