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B2B Precision Marketing Based on Customer Journey BENNY XU MARKETING DIRECTOR TEKTRONIX 2 MARCH 2017
B2B Precision Marketing
Based on Customer Journey
BENNY XUMARKETING DIRECTORTEKTRONIX
2 MARCH 2017
2 MARCH 2017
• Tektronix is a leading T&M company serving
engineering and technical professionals
• Founded in 1946, acquired by Danaher in 2007
• Headquartered in Beaverton, Oregon
• Leadership positions in key products
and markets
• Highly-respected brand based on high quality
innovative products, engineering excellence and
global service and support
• Award winning:
o Oscilloscopes
o Signal Sources
o Logic Analyzers
o Spectrum Analyzers
o Video Test
70-Years of Innovation
1946-1976 1976-1984 1981-1984 1984-1992 1992-2016
2016 - the future
品牌愿景与战略
• 我们的品牌是对价值和差异化的承诺。
• 品牌愿景：科技改变世界，灵感着陆现实。
• 品牌主张：
简单 合作 整合
精准 洞察 速度
Customer
2 MARCH 2017 4
OUR CUSTOMERS ARE CHANGING
41% tek.com visitors are
millennials: 18-34 years.
1
Average of searches
Searches tek.com
12
6
The customer journey is changing
How are we?
Changing with the Customer Journey
7
59% of the Purchase Journey is Completed Before Reaching Out to A Salesperson
The Customer’s Journey
Investigate (6-8 months)
• Market/Technology changes
• Shifts in product roadmap
• Asset replacement based on new
products and features
Discover Explore Evaluate
$
Buy
So, how do we influence and engage our customers more effectively?
Identify Needs & Gaps (33 days)
• Define requirements and criteria
• Investigate possible solutions
• Obtain budgetary quote
Evaluate Options & Select (19 days)
• Team evaluation
• Demo
• Business justification (technical)
Transact through Direct Sale / Channel
Partner / E-commerce (19 days)
• Obtain multiple quotes from different places
• Finalize configuration
• Purchasing or business manager places order
CUSTOMERS ARE IN DRIVERS SEAT
1
2 MARCH 2017 9
1. Redefine Go-to-Market – Matching Customer’s Journey
Go-to Market Strategy
“Key Account”
“Solution Selling”
“Offline to Online”
GTM１
GTM２
GTM３
Purchase
Evaluate
Explore
Discover
Customer Touch Points Analysis for a Mainstream Product Web Quote
Real Understanding of Customer Journey
Baidu Search Keyword Tek
Visit Application Page
Download App Note
Nov 17
Visit Product Page
Pricing View
10 days
Nov 27
Search MDOXXXX in tek.com
3 days
Nov 30
Download
Manual
Ask for Quote
3 days
Dec 2
Precision Marketing – Based on Customer Journey
The Right Message,
using the Right Media,
at the Right Time,
to the Right Person!
Right Person
Right Time
Right Message/Content
Right Media
Discover Explore Evaluate Buy Loyalty
Channel/E-commerce
Nurturing Track
Digital & Website
2 MARCH 2017 12
Data
Intelligence
Tools
CRM
SEM Tool
Marketo
2. Design Integrated Marketing Campaign
GA
Activity ActivityActivity Activity
Integrated
Campaign
Content ContentContent
Content
Content
Persona
Value Prop.
Example: A Segment Nurture Track
13
1. Define Segment,
Applications and
Products
2. Identify Content
3. Identify Feeder
Source• Initial Batch Feeder
（DB Segmentation）
• Trigger Feeder (Evergreen)
4. Workspace
Implement
5. Track and Measure
3. End to End Campaign Measurement
Leading indicators for real-time campaign tailoring (Daily Management)
• For Nurture Track: Email Delivered, Opened, Clicked, LP Traffic, Bounce Rate, Raw
Leads, and conversion for all stages.
Measure to the end (revenue contribution) for ROI calculation
• MQL, SQL, SQL Won / E-commerce order (# and $), and conversion rate and time
14
Segment Nurture Track
Results and Status
Month
Results Delivered Opened Clicked
Raw
Leads MQL SQL SQL Won
China
NURTURE TRACK:
Email 1 - Segment TOFU #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF!
Email 2 - Application MOFU #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF!
Email 3 - Product BOFU #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF!
Email 4 - E-commerce BUY #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF!
Total Nurture track results #REF! #REF! #REF! #REF! #REF! #REF! #REF! #REF!
Do you understand your customer
journey?
Do you market in the way of an
integrated campaign?
Can you measure end to end success?
