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The New Requirements for Building a Modern B2B Customer Experience

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People are picky. They are hard to please. They can be indifferent to your brand. It's your job to make sure they aren't.

To compete, all marketers know they need to deliver the right content, at the right time, on the right channel. But unifying data across sources and delivering personalized experiences across multiple channels is far easier said than done. Meanwhile, the marketers that do manage to collect actionable data for personlization run the risk of scaring away prospects when “personalized” misses the mark, or worse, turns into “creepy.”

Join our webinar on Wednesday, 8/28 @ 10:00AM ET to hear how Acquia, Mautic & Sirius Decisions define personalization and detail what it takes to successfully execute campaigns that actually deliver business results.

In this webinar, we'll cover:
-The essential elements of B2B personalization
-Best practices for building programs that map to the buyer's journey
-Why a strong digital foundation is critical for scaling customized experiences with prospects and customers
-How you can leverage technology to meet your personalization and multichannel marketing demands

Publié dans : Technologie
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The New Requirements for Building a Modern B2B Customer Experience

  1. 1. The New Requirements for Building a Modern B2B Customer Experience August 28, 2019
  2. 2. Speakers Eric Fullerton Sr. Product Marketing Manager, Acquia Jessie Johnson Research Director, Demand Marketing Strategies, Sirius Decisions
  3. 3. AGENDA – Introduction – Challenges Facing Today’s Buyers – The Personalization Imperative – Focus on the Four: Strategy, Design, Delivery & Return – Crawl, Walk, Run – Personalization Customer Success Stories – B2B Personalization Best Practices
  4. 4. 4 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Executive Summary • Key issues • What you will walk away with • B-to-B buyers have dramatically heightened expectations about their digital interactions with the companies who seek their business • To compete effectively, B-to-B marketers need to upgrade their capabilities to deliver “right time, right content, right channel” • Creating highly customized, one-to-one interactions with prospects and customers takes time and effort. A strong digital foundation allows this to scale. • An understanding of the essential elements of a B-to-B customer experience • Best practices for personalization programs throughout the buyer’s journey • Practical, actionable next steps to help your organization compete in the experience economy
  5. 5. 5  “From now on, leading-edge companies—whether they sell to consumers or businesses—will find that the next competitive battleground lies in staging experiences.” B. Joseph Pine II and James H. Gilmore, Harvard Business Review
  6. 6. 6  81% of Marketers say they expect to be competing mostly or completely on the basis of CX
  7. 7. @siriusdecisions 7 © 2018 SiriusDecisions. All Rights Reserved The Challenges Facing Buyers & Sellers Lack of (or siloed) insights, irrelevant content and/or ineffective digital activation lead to challenges for marketers and buyers. Content (Visual and Messaging) Account/Buying Group Insights Relevant Digital Buying Experience
  8. 8. 8 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions The New Environment New Buyer’s Journey • Self-service • Content-focused • Digitally delivered • Non-linear Adopting technologies and approaches that can meet new and changing trends is critical to program success Companies must support four elements of the new buyer’s journey reality
  9. 9. @siriusdecisions 9 © 2018 SiriusDecisions. All Rights Reserved The Connected Buying Experience © 2019 SiriusDecisions. All Rights Reserved Let’s Connect Source: SiriusDecisions 2018 Global CMO Study #1 priority to implement in next 2 years 29% Deliver informed and connected experience
  10. 10. © 2018 SiriusDecisions. All Rights Reserved The Personalization Imperative
  11. 11. 11 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions The ROI of Personalization “Demand-gen strategy that includes persona-based personalization and customization yields 2x the average sales pipeline.“ - SiriusDecisions •Engages buyers earlier and more effectively •Focuses messaging, increases precision of targeting •Creates shared understanding among marketing, sales, and product •Improves sales productivity
  12. 12. 12 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions State of Personalization Organizations are starting to view personalization as more than a buzzword, with investments and importance increasing over the next 12 months. Personalization Use Source: SiriusDecisions 2017 Personalization Study 46%Sales 71% Marketing Future Spend 49%plan on increasing their spend “greatly” or “significantly” Activities Pilot Program • Social Media Marketing • Email • Direct Mail Full Program • Web Site • Online Advertising • Landing Page
  13. 13. © 2018 SiriusDecisions. All Rights Reserved Strategy Goals and Audiences
  14. 14. 14 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Defining Personalization Strategy A set of program elements is required to deliver on the promise of the four R’s, with each element being integral to effective personalization. Right Strategy Goal Setting Audience Segmentation Right Design Content Strategy Data Usage Right Delivery Delivery Mechanism Mix Rules Timing Right Return Measurement and Reporting The right goals and audiences for a personalization approach The right types and amounts of content and data needed to reach your audience The right ways and the right times to deliver a personalized experience The right metrics to understand the performance of personalization within a program
  15. 15. 15 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Strategy: Targeted Audience Segmentation Personalization is often thought of at the individual, one-to-one level, but it can also occur at broader levels until sufficient individual contact data is collected. Market Account Buying Center Market: Multiple companies cluster around a common market segment attribute such as industry, geography, or company size Account: The buying entity – where the contractual relationship exists Buying Center: A function or department that the buyer persona is associated with Buying Group: A collection of personas involved in the solution buying process B-to-B Buyer Audience Echelons Persona Persona: An individual, typically characterized by job role Buying Group
  16. 16. 16 ©2018 Acquia Inc. — Confidential and Proprietary CRAWL Lower effort, fast results These are what you can start with immediately (from a content AND data standpoint). They are low effort, with varying impact and fast results. WALK Requires more content & data but higher impact These require additional content and more data for further defined segments. They are medium to high effort, with corresponding impact. RUN More time & complexity, highest impact potential These require additional content, more personalization rules, and more data for further defined segments. They are high effort, with high impact -- over an extended period of time. A 3 Step Approach to Personalization Success
  17. 17. Geolocation Marketing Campaigns Visit Frequency Browsing Behavior Pages Viewed Known Information Device/System Completed Events CRM Integration Cross-Channel Behavior Combination of Above CRAWLWALKRUN
  18. 18. © 2018 SiriusDecisions. All Rights Reserved Design Content and Data
  19. 19. 19 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions The SiriusDecisions Persona Framework • To drive website messaging, content and campaigns, organizations should align around a common understanding of target buyers and their needs. Functional Attributes Job Role Common Titles Position on Organizational Chart Buying Center Firmographics Emotive Attributes Initiatives Challenges Buyer Need Lexicon Decision Process Attributes Buyer Role Engagement Level Decision Drivers Behavioral Attributes Content Asset Types Interaction Types Watering Holes
  20. 20. 20 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions 1. Loosening of the Status Quo Vendor Selection Phase Solution Phase Education Phase 2. Committing to Change 3. Exploring Possible Solutions 4. Committing to a Solution 5. Justifying the Decision 6. Making the Selection PERSONA INFORM: Connect the persona with the business issue TRIGGER: Pinpoint the idea or concept that will persuade persona to take action BENEFIT: Explain how solution can meet the persona’s need or solve a problem DIFFERENTIATE: Illustrate how your solution is unique from other alternatives BUSINESS CASE: Offer investment rationale for persona’s decision criteria CONFIRM: Reinforce the vendor choice via peer testimonials Thought Leadership Solution Category Value Story Solution Differentiation Financial Justification Decision Validation Business Issue (Organization Value Proposition) Value Statements Content Type Using Personas to Map and Create Messaging
  21. 21. 21 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Data Must-Haves for Personalization Must-Have • Contact Information • Permissions • Account Name • Industry • Country • Job Role • Products Sold • Buying Center Goal • Target Product/Solution Should-Have • Contact Engagement History • Job Title • Buying Cycle Stage • Buying Group • Buying Group Role • Opportunities in Pipeline by Sales Stage Nice-to-Have • Relationship Status • Net Promoter Score • Competitive Environment
  22. 22. 22 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Sourcing the Data Unify internal intelligence with data acquired from vendors to form a complete picture of the targeted accounts, their actions and anticipated next steps. Profile Data Activity Data Derived Data Marketing and Sales Platforms Organization Platforms • Marketing automation platforms (MAP), sales force automation (SFA) systems • Web content management • Contact data management • Billing • Customer care • Contracts • Event management • Social listening • Sales asset management • Order entry • Product portal • Internet of things platforms • Intent monitoring • Predictive analytics • Enterprise data warehouses, data marts • Business intelligence visualizations
  23. 23. © 2018 SiriusDecisions. All Rights Reserved Delivery Rules and Timing
  24. 24. 24 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Delivery: Determining Mechanism Mix To identify the right technology implementation, personalization channel needs must be based on audience consumption behavior. Sales Led Sales-led delivery of content created for multiple personas or segments Discovery Availability of multiple versions of content for self-discovery (i.e. resource center) Single Channel Delivery of personalized experience through a single channel or tactic Multi-Channel Delivery of a personalized experience across two or more channels
  25. 25. 25 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Personalizing the Mix Direct Mail • Create interactive touchpoints outside of digital that are still measurable by using PURLs ○ Engages members of the buying group at key conversion points with material items that drive traffic to personalized pages Email • Trigger personalized emails in real time based on buyer behavior ○ Maximizing right-time messaging keeps brand top-of-mind and drives prospects to the next-best interaction Display Ads • Target specific segments with relevant ads that tie to specific content on your site ○ Drives prospects to your site with focus and purpose Website Content • Personalize homepage content to greet/ acknowledge familiar prospects as they land on your site ○ Creates an immediate connection from the moment prospects start to engage
  26. 26. 26 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Delivery: Usage of Rules and Timing Rules and timing must be considered carefully during planning, as they will determine the overall execution of any personalization program. Vs. Rules Manual A pre-programmed set of specific responses uses data to indicate target audience action Programmatic A machine algorithm determines response/next action based on a set of programmed parameters Timing Planned interval Pre-planned flights in one or more channels over time Real-time Delivery of content immediately upon a target’s action
  27. 27. © 2018 SiriusDecisions. All Rights Reserved Return Performance Metrics
  28. 28. @siriusdecisions 28 © 2018 SiriusDecisions. All Rights Reserved Return: Metrics and Measurement The SiriusDecisions Metrics Spectrum characterizes marketing metrics in classes that together provide a comprehensive picture of personalization program measurement. Counts of actions taken •Clicks •Visits •Bounce rates Activity Quantifies the direct results of actions •Inquiries •MQLs •SQLs Output Describes effects against business goals •Revenue •Market share •Profit Impact Preparedness to perform •Database size/reach •Content audit •Segmentation Readiness Class Measure Description
  29. 29. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Collecting data to to build user segments based on visitors’ size of business Identifies visitor URL, browsing behavior & Drupal taxonomy to map visitors to unique product offering. Creating and tagging content by funnel stage to segment visitors by stage of funnel they are in to personalize content The Result: Right content to right customer Shortens B2B sales cycle Builds more highly qualified leads Segmenting by Size and Buying Stage HR B2B Software Provider Revenue: $3 Billion
  30. 30. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Integrating Acquia Lift with their Google Analytics instance for single view of site and profile analytics. Tracking users segments, personalizations and goals. Segmenting and tracking site data based on PPI campaigns and interest in specific insurance types The Result: Ability to have an overall visitor profile Promote USPs for visitors based on their browsing behavior to increase quotes Better data on their customers Acquia Lift & Google Analytics = Next Level Insights European Insurance Company Revenue: $2.5 billion Euro
  31. 31. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Pulling data on company name and browsing behavior from DemandBase into Acquia Profile Manager Those visitors see a personalized welcome message, as well as tailored content and CTA’s Over 200 personalizations running on site The Result: Unified data for 360 customer view Increased engagement metrics on personalized CTA’s Leverage Account Based Marketing Data for Personalization Cloud-based analytics provider Sold in 2015 for $600 million
  32. 32. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Goal: Empower Marketing team to take control of website and look at website’s role in marketing ecosystem Built new site in Drupal 8 leveraging Acquia Lift to personalize Workfront’s marketing efforts across platforms The Result: 21% increase in MQLs from targeted audiences 24% increase in content consumed per visit 30% increase in time on site 32% drop in bounce rate 73% decrease in site load time Replatforming with Personalization Top of Mind
  33. 33. © 2018 SiriusDecisions. All Rights Reserved B-to-B Personalization Best Practices Building a Solid Foundation
  34. 34. 34 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions SiriusDecisions Personalization Deployment Model The completed SiriusDecisions Personalization Deployment Model allows organizations to determine a path forward and identify any gaps that must be addressed. Strategy Increase audience engagement and journey velocity Three ABM audiences Design Rich content destination providing personalized journey Explicit and implicit data Delivery Multi-channel Programmatic Real-time content delivery Return Engagement metrics: consumption time, MQLs Goal Setting Audience Segmentation Content Strategy Data Usage Delivery Mechanism Mix Rules Timing Measurement and Reporting
  35. 35. 35 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Personalization Best Practices Build deeper and more effective programs by combining industry best practices (the four R’s) with what you learn about your target audience through personalization. • Choose based on best leverage opportunity, including existing data, sales play priority and content breadth/depth Right Strategy • Leverage data and test channel preferences • Mix inbound/ outbound • Rationalize technologies across multiple channels Right Delivery ➕ • Must meet audience interaction and personalization channel requirements • Proven content • Efficiency via primary/derivative asset approach Right Design ➕ • Study interactions over time • Target content consumption data and email opens/clicks • Look beyond activity, output to impact Right Return ➕
  36. 36. © 2018 SiriusDecisions. All Rights Reserved Personalization Capabilities Content, Technology, Measurement
  37. 37. 37 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions Web Conversion Optimization: Drivers and the State of the Web The constant evolution of technology and increase in data availability have raised the users’ expectations of what a good website provides. WCO Data Availability Increased access to internal and third-party data enables and requires increased personalization and targeting from Web sites Evolving Technology The rapid change in WCM and supporting technology continuously shifts the baseline of what good websites can provide User Expectations The evolving technology and availability of data have raised the expectations for the user’s experience
  38. 38. ACTION ITEMS - Ensure organizational buy-in, including interlock between teams - Complete the SiriusDecisions Personalization Deployment Model to ensure key elements are understood - Focus on the four R’s: strategy, design, delivery and return - Understand how personalization is being deployed and how buyer interactions are impacted - Work with marketing to identify target audiences and relevant content based on journey mapping
  39. 39. UP NEXT: Don’t miss part 2 & 3 of our 3-part webinar series: PART 2: The New Requirements for Personalizing Your Modern B2B Customer Experience | September 10, 2019 @ 10:00AM ET PART 3: The New Requirements for Optimizing Your B2B Customer Experience | September 19, 2019 @ 10:00AM ET
  40. 40. November 11-13 Hyatt Regency New Orleans New Orleans, LA engage.acquia.com Promo Code: GETENGAGED *Discount is for $200 off ticketed price. Discount code not to be combined with other offers. Valid for existing customers & those evaluating Acquia; not valid for partners. JOIN US!
  41. 41. Thank you for joining! Questions?

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