Date post: | 12-Jan-2017 |
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Leadership & Management |
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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
@arigobie
• 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
AARON FULKERSON CEO at MindTouch
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.
@arigobie
AARON FULKERSON CEO at MindTouch Emo8onalSale
AARON FULKERSON CEO at MindTouch Emo8onalSale
AARON FULKERSON CEO at MindTouch
Revolution and Evolution Macro Trends
Company is in Control Minimal touch points
BBB or Snail Mail Email comes along
AARON FULKERSON CEO at MindTouch
Revolution and Evolution Macro Trends
Omni Channel Touch Points No longer control the contact Conversation spreads
Switch in Power Customer’s Voice is Heard
AARON FULKERSON CEO at MindTouch
Revolution and Evolution Macro Trends
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
AARON FULKERSON CEO at MindTouch
Revolution and Evolution 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!
@arigobie
Evolving Buyer!
Of B2B buyers undertake online research (Acquity
Group)
94% 92%
Of B2B buyers use search engines to find content
(Acquity Group)
72%
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)
83%
of US consumers will abandon an online transaction if their questions or concerns are
not addressed quickly (Forrester)
45%
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)
72%
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)
83%
of the purchase process is complete before the buyer even contacts the vendor (CEB)
57%
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)
94%
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!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
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!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP MANAGEMENT
SUCCESS CENTER
How To Grow!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP MANAGEMENT
ONBOARDING / TRAINING /IMPLEMENTATION
SUCCESS CENTER
Training !Onboarding !
Implementation!!!
How To Grow!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP MANAGEMENT
ONBOARDING / TRAINING /IMPLEMENTATION
IN-PRODUCT CONTEXTUAL HELP
SUCCESS CENTER
How To Grow!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP MANAGEMENT
ONBOARDING / TRAINING /IMPLEMENTATION
IN-PRODUCT CONTEXTUAL HELP
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!
UNIFIED EXPERIENCE, EVERY STAGE OF THE CUSTOMER JOURNEY!CUSTOMER SUCCESS CENTER
GOOGLE SEARCH (SEO)
SALES CUSTOMER RELATIONSHIP MANAGEMENT
ONBOARDING / TRAINING /IMPLEMENTATION
IN-PRODUCT CONTEXTUAL HELP
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!