B2B Customer Journey & Marketing ROI
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Creating Insanely Great Customers: A Lean innovation strategy for engaging the planet's most strategic customers, the Insanely Great ones. | Get The Book | http://www.creatinginsanelygreat.com | Outlines what is required to create value for customers at each stage of the customer journey and how doing so increases ROI. | www.spicecatalyst.com |
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B2B Customer Journey & Marketing ROI
- 1. Crea%ng Insanely Great Customers Crea%ng An Insanely Great Customer Journey Accelera%ng Marke%ng ROI Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Trigger Point Internal Buy In Business Case Purchase Refer Mike Connor Status Quo www.spicecatalyst.com
- 2. Crea%ng Insanely Great Customers Topics 1. We have to do this 2. Team 3. Vision 4. Customer 5. Every touch point counts 6. Outcome Based Metrics 7. Objec%ve SWOT Analysis 8. Get Agile! 9. K.I.S.S 10. Validate Value 11. Start Over
- 3. Crea%ng Insanely Great Customers Food for thought #1 B2B Marke%ng 2013 CMO Impera%ve • Map the buyers journey. • Embed personas in marke%ng plans. • Address data and analy%c skills gaps. • Foster collabora%on across marke%ng, product and sales silos The quotes above reference just one part of a Customer Journey, Nurturing Campaigns.
- 4. Crea%ng Insanely Great Customers 2013? MARKETING What will your marke%ng department be like?
- 5. Crea%ng Insanely Great Customers
- 6. Crea%ng Insanely Great Customers
- 7. Crea%ng Insanely Great Customers The demand to produce great content is skyrocke%ng!
- 8. Crea%ng Insanely Great Customers The world of social media and management of it is changing at an amazing rate!
- 9. Crea%ng Insanely Great Customers Sco[ Brinker (at) chiefmartec.com The amount and pace of marke%ng technology is overwhelming!
- 10. Crea%ng Insanely Great Customers Big Data Engagement Analy%cs Personas Personas PlaRorms Mul% Channel Personaliza%on Marke%ng Opera%ons Integra%on Mobile Real Time Return on Opportunity Agile Marke%ng Return on Marke%ng Marke%ng teams are on a huge learning curve!
- 11. Crea%ng Insanely Great Customers Insanely Great = New Good Enough And, oh by the way, our prospects and customers expecta%ons are increasing rapidly!
- 12. Crea%ng Insanely Great Customers Predator or Prey How well marke%ng teams priori%ze, integrate, deliver and adapt will determine who comes out as . . .
- 13. Crea%ng Insanely Great Customers Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer So What is a Customer Journey and how does focusing on it help?
- 14. Crea%ng Insanely Great Customers I was at Apple and working as a product manager for Steve Jobs. He walked into my office one day and threw our newly engineered shipping carton onto my desk. He yelled at me and told me my out of the box experience sucked. First a quick story that helps define the customer journey and it’s importance.
- 15. Crea%ng Insanely Great Customers Then he pulled a beau%ful li[le jewelry box from his pocket, put it on my desk and said, “When someone receives our products it should feel like they are opening a rare and precious gif. That’s when I first understood the importance of the customer journey.
- 16. Crea%ng Insanely Great Customers Everything prospects and customers experience as they engage with companies and their products The customer journey is . . .
- 17. Crea%ng Insanely Great Customers It also provides a very powerful and customer focused framework through which marke%ng can priori%ze its investments, measure, validate and refine the value it creates and its effec%veness
- 18. Crea%ng Insanely Great Customers Con%nual Collabora%on, Learning and Innova%on Designed and managed well with today’s leading edge tools, it also becomes an powerful interac%ve customer engagement framework for. . . In other words . . . the sustainable crea%on of game changing customer value!
- 19. Crea%ng Insanely Great Customers If visioned, designed and managed properly it can transform marke%ng departments and their ability to increase the company’s value to customers from good to Insanely Great!
- 20. Crea%ng Insanely Great Customers Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer ROI? So how does the customer journey drive . . .
- 21. Crea%ng Insanely Great Customers Food for thought B2B Customers • Nearly 60% of a typical purchasing decision—researching solu%ons, ranking op%ons, sekng requirements, benchmarking pricing, and so on is made before ever having a conversa%on with a supplier.
- 22. Crea%ng Insanely Great Customers Food for thought • 50% more sales ready leads at 33% lower cost. • 10% or greater increase in revenue in 6-‐9 months. • 20% increase in sales opportuni%es versus non-‐ nurtured leads The quotes above reference just one part of a Customer Journey, Nurturing Campaigns.
- 23. Crea%ng Insanely Great Customers Food for thought Leaders in Life Cycle Marke%ng • 3x greater customer reten%on • 27x greater growth of customer life%me value.
- 24. Crea%ng Insanely Great Customers Food for thought Market Leaders • 20% annual revenue growth • 10% annual growth in marke%ng leads that result in closed business • 44% of sales-‐forecasted pipeline leads contributed by marke%ng • 73% annual customer reten%on rate
- 25. Crea%ng Insanely Great Customers Marke%ng is at an Inflec%on Point and the Customer Journey is the Catalyst Decreasing Cost, Increasing Ease of Use 2013 Ad Hoc Capabili%es & Prac%ces Early Integra%on & Alignment Next Gen Vision & Experimenta%on Adop%on of Next Gen Capability & Prac%ces Standardiza%on of Next Gen Capability & Prac%ces 2015 Marke%ng & Technology Maturity & Integra%on Changes in technology, social knowledge and marke%ng are changing buyer behaviors & expecta%ons
- 26. Crea%ng Insanely Great Customers Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer How do we get to Insanely Great?
- 27. Crea%ng Insanely Great Customers 1. Team
- 28. Crea%ng Insanely Great Customers “Every good product I've ever seen is because a group of people cared deeply about making something wonderful that they and their friends wanted. They wanted to use it themselves.” Steve Jobs
- 29. Crea%ng Insanely Great Customers Marke%ng Customer Success Mgt. CEO Design Product Development Business Dev. / Sales | Account Dev. Product Management Training Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer This is a team sport – everyone in your company that works with customers and or that is building things for them has valuable insight to bring
- 30. Crea%ng Insanely Great Customers Marke%ng Customer Success Mgt. CEO Design Product Development Business Dev. / Sales | Account Dev. Product Management Training Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Team Member # 1? Customers
- 31. Crea%ng Insanely Great Customers 2. Vision
- 32. Crea%ng Insanely Great Customers Crea%ng an Insanely Great Customer Journey means daring to understand, see and act in the world differently
- 33. Crea%ng Insanely Great Customers To transport customers from experiences like this
- 34. Crea%ng Insanely Great Customers To experiences like this . . .
- 35. Crea%ng Insanely Great Customers Ever open a door?
- 36. Crea%ng Insanely Great Customers to someplace magical?
- 37. Crea%ng Insanely Great Customers Hear someone?
- 38. Crea%ng Insanely Great Customers who forever changed how you see the world?
- 39. Crea%ng Insanely Great Customers Experience something?
- 40. Crea%ng Insanely Great Customers that transported you beyond your imagina%on?
- 41. Crea%ng Insanely Great Customers Those are all part of a customer journey
- 42. Crea%ng Insanely Great Customers And that’s the kind of Insanely Great we are talking about!
- 43. Crea%ng Insanely Great Customers We were shining our light into the days of blooming wonder In the eternal presence, in the presence of the flame Didn’t I come to bring you a sense of wonder? Didn’t I come to lib your fiery vision bright? Didn’t I come to bring you a sense of wonder in the flame? On and on and on and on, we kept on singing our song VAN MORRISON Go for Insanely Great : No Plan B
- 44. Crea%ng Insanely Great Customers 3. Customer
- 45. Crea%ng Insanely Great Customers Assessing / Building Immersive Personas of Highest Value Prospects and Customers
- 46. Crea%ng Insanely Great Customers Including persona’s projected based on measurable trends
- 47. Crea%ng Insanely Great Customers Food for thought In the sale of a technology product valued at over twenty-‐ five thousand dollars per unit to a company of over one thousand employees, twenty-‐one people were actually involved in the buying process.
- 48. Crea%ng Insanely Great Customers 4. Every touch point counts!
- 49. Crea%ng Insanely Great Customers Embrace the En%re Customer Journey Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer Take the %me to explore the journey and your customers experience. You must see it through their eyes and their needs. Spend %me and get feedback from customers and prospects that have travelled it in its en%rety and those that blew out of it.
- 50. Crea%ng Insanely Great Customers Remember: It’s Their Journey You have to earn the right to be a part of each stage!
- 51. Crea%ng Insanely Great Customers It starts before prospects know they need a solu%on Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer
- 52. Crea%ng Insanely Great Customers That stage is called the status quo Status Quo
- 53. Crea%ng Insanely Great Customers That stage is called the status quo Status Quo Crea%ng Customer Value? Thought Leadership for Their Industry
- 54. Crea%ng Insanely Great Customers A trigger point drives the need for change and ac%on Trigger Point
- 55. Crea%ng Insanely Great Customers A cross func%onal team is formed Trigger Point
- 56. Crea%ng Insanely Great Customers A cross func%onal team is formed Trigger Point Crea%ng Customer Value? Thought Leadership for Their Func%on / Issues
- 57. Crea%ng Insanely Great Customers The search for op%ons begins Explore Op%ons
- 58. Crea%ng Insanely Great Customers The search for op%ons begins Explore Op%ons Crea%ng Customer Value? Objec%ve Informa%on Illumina%ng Problem / Best Prac%ces Framework -‐ Tied to Solu%on
- 59. Crea%ng Insanely Great Customers Alterna%ves are evaluated Evaluate Solu%ons
- 60. Crea%ng Insanely Great Customers Alterna%ves are evaluated Evaluate Solu%ons Crea%ng Customer Value? Demonstrate Ability to Address Overall and Specific Influencer Needs
- 61. Crea%ng Insanely Great Customers A business case is created Business Case
- 62. Crea%ng Insanely Great Customers A business case is created Business Case Crea%ng Customer Value? Business Case Framework | Easy Access to Component Level Suppor%ng Informa%on
- 63. Crea%ng Insanely Great Customers The champion works to resolve last minute issues and concerns and finally achieves internal buy in Internal Buy In
- 64. Crea%ng Insanely Great Customers The champion works to resolve last minute issues and concerns and finally achieves internal buy in Internal Buy In Crea%ng Customer Value? Fast Response / Access to Specific Informa%on to Resolve Issues and Deal with Internal Push Back
- 65. Crea%ng Insanely Great Customers Legal, financial and deployment nego%a%ons are completed. The deal is done! Purchase
- 66. Crea%ng Insanely Great Customers Legal, financial and deployment nego%a%ons are completed. The deal is done! Purchase Crea%ng Customer Value? Win Win Nego%a%ng | Flexibility | Suppor%ng Material for Compe%%vely Differen%a%ng Value
- 67. Crea%ng Insanely Great Customers People are trained and the solu%on is deployed Deploy Solu%on
- 68. Crea%ng Insanely Great Customers People are trained and the solu%on is deployed Deploy Solu%on Crea%ng Customer Value? Well designed & communicated implementa%on | Materials | Flexibility | Responsiveness | Interven%on
- 69. Crea%ng Insanely Great Customers The real value of your company is revealed as customers use the solu%on Validate Value
- 70. Crea%ng Insanely Great Customers The real value of your company is revealed as customers use the solu%on Validate Value Crea%ng Customer Value? Deliver as promised | Revisit / Reinforce Value | Responsiveness
- 71. Crea%ng Insanely Great Customers Expand If you deliver great value the customer will be open to expanding their rela%onship
- 72. Crea%ng Insanely Great Customers Expand If you deliver great value the customer will be open to expanding their rela%onship Crea%ng Customer Value? Create Heroes | Facilitate Story Telling
- 73. Crea%ng Insanely Great Customers Refer and to telling others how great your company and your products are!
- 74. Crea%ng Insanely Great Customers Refer and to telling others how great your company and your products are! Crea%ng Customer Value? Create Heroes | Facilitate Story Telling
- 75. Crea%ng Insanely Great Customers Food for thought • 89% of customers were lost aber a nega%ve customer experience • 86% said they would pay more for a be[er customer experience • 58% said they would recommend companies that deliver customer experiences that are superior to others
- 76. Crea%ng Insanely Great Customers Engineer Touch Points to Capture Insight That Drives Con%nual Collabora%ve Learning and Innova%on Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer
- 77. Crea%ng Insanely Great Customers 5. Outcome Based Metrics
- 78. Crea%ng Insanely Great Customers Define Business Outcome Goals, Metrics for Each Stage Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Based on Persona’s Requirements
- 79. Crea%ng Insanely Great Customers 6. Objec%ve SWOT Analysis
- 80. Crea%ng Insanely Great Customers SWOT Analysis Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum & credibility, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value) Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase
- 81. Crea%ng Insanely Great Customers Rate each cell from – 5 to + 5. ( -‐-‐ 5 = Losing momentum, credibility & ROI, 0 = Good Enough, +5 Provides Breakthrough Compe%%ve Value) SWOT Analysis Remember when the weakest link fails, all of your other marke%ng investments are lost. Great $2Million Marke%ng Campaign + Bad Customer Onboarding = -‐ $2million * X
- 82. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Flow Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment How well do you know the prospect’s and influencer’s needs at each stage?
- 83. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Flow Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment How well does your current content and customer experience address the needs?
- 84. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Flow Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment Are you capturing cri%cal informa%on about the use and value to customers of what you are providing?
- 85. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Automa%on Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment Are you using current state best prac%ces and technology to accelerate work and informa%on flow?
- 86. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Automa%on Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment Do you have clear metrics and analy%cs in place that enable you to define and track progress of high value prospects and customers?
- 87. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Automa%on Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment When done you will essen%ally have a heat map of where you are at risk and where you excel.
- 88. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Automa%on Progress / Risk Tracking & Mgt. Customer Insight Requirements Deep Dive SWOT Assessment In sekng priori%es remember the weak link theory.
- 89. Crea%ng Insanely Great Customers 7. Get Agile
- 90. Crea%ng Insanely Great Customers The rate of change, plus the complexity of designing and managing the customer journey is impossible to address using tradi%onal marke%ng management approaches. Get Agile!
- 91. Crea%ng Insanely Great Customers Time Bound Sprints Total Work Priori%es for Sprint Deliver The key to success? Small, well priori%zed, %me bound ini%a%ves defined in terms of business outcomes desired and con%nual measurement of the customer value those produce.
- 92. Crea%ng Insanely Great Customers Priori%ze work: Highest value business outcomes
- 93. Crea%ng Insanely Great Customers Urgency Test 5 • Must be done immediately • Other high priority items can’t be completed without this • If not completed now, its value is lost 4 • Highly %me constrained • Other high level of priori%es depend on this • Customer or contractual requirements are dependent on this 3 • Moderately %me constrained • Other items have moderate dependency on this task • Desirable to complete in the next one or two sprints 2 • Minimally %me constrained • Other items have a minimal dependence on this task • Comple%on in the next two or three sprints is adequate 1 • Not %me constrained • No dependencies • Li[le or no impact Value Test 5 • Extremely Important / high value to most or all high value customers • Extreme impact on brand or reputa%on • Cri%cal to the success of the business 4 • Important to many customers • Significant impact on brand or reputa%on • Significant compe%%ve advantage 3 • Important to a moderate number of customers • Moderate significant impact on brand or reputa%on • Moderate important compe%%ve advantage 2 • Important to only few customers • Minor impact on brand or reputa%on • Minor compe%%ve advantage 1 • Important to only a few or even no customers • Li[le or no impact on brand or reputa%on • Li[le or no compe%%ve advantage Customer / Business Value Created Urgency to Complete
- 94. Crea%ng Insanely Great Customers Agile Business Accelera%on Building Blocks Strategy & Vision! Delivery of Customer Value! Culture / Leadership! People & Organization! Process ! Systems & Tools! Accelera%on 94
- 95. Crea%ng Insanely Great Customers 8. K.I.S.S.
- 96. Crea%ng Insanely Great Customers Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase This isn’t about boiling the ocean. It’s about priori%zing with an understanding of how each component contributes or detracts from customer value & marke%ng ROI
- 97. Crea%ng Insanely Great Customers Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. Once you get there, you can move mountains." Steve Jobs, BusinessWeek, May, 1998
- 98. Crea%ng Insanely Great Customers Validate Value Expand Use Refer Deploy Solu%on Purchase Internal Buy In Explore Op%ons Evaluate Solu%ons Business Case Status Quo Trigger Point Customer buying stages Content / Experience Analy%cs & VOC Process Flow Progress / Risk Tracking & Mgt. Customer Insight Requirements Roadmap Choose your priori%es carefully and remember . . .
- 99. Crea%ng Insanely Great Customers Objec%ve: Iden%fy Touch Points for Innova%on That Deliver Breakthrough Business Value. . . to the end customer and to your company! Go for Insanely Great : No Plan B
- 100. Crea%ng Insanely Great Customers 9. Validate
- 101. Crea%ng Insanely Great Customers Business Value Created? If you aren’t measuring and valida%ng the customer and business value your ini%a%ves are delivering con%nually . . . They probably aren’t!
- 102. Crea%ng Insanely Great Customers 10. Start Over
- 103. Crea%ng Insanely Great Customers Planning Accelera%on Discovery Implementa%on Explore Op%ons Evaluate Solu%ons Internal Buy In Business Case Validate Value Expand Use Refer Deploy Solu%on Status Quo Trigger Point Purchase Crea%ng and sustaining an Insanely Great Customer Journey means con%nually learning and innova%ng. . . You are never done!
- 104. Crea%ng Insanely Great Customers 1. We have to do this 2. Team 3. Vision 4. Customer 5. Every touch point counts 6. Outcome Based Metrics 7. Objec%ve SWOT Analysis 8. Get Agile! 9. K.I.S.S 10. Validate Value 11. Start Over Summary Validate Value Expand Deploy Solu%on Explore Op%ons Evaluate Solu%ons Status Quo Trigger Point Internal Buy In Business Case Purchase Refer
- 105. Crea%ng Insanely Great Customers Summary Though designing and managing all of this is complex, don’t loose sight of the goal . . . Delivering an Insanely Great Experience!
- 106. Crea%ng Insanely Great Customers www.spicecatalyst.com
- 107. Crea%ng Insanely Great Customers Let’s get this done! Your Agile Business Accelera%on Agency Thank You