Content 2017 - Content Marketing and the Customer Experience - Full Presentation

Your host and moderator
Mark Emond, Founder and President
Demand Spring
@Mark_DSpring
2

About Demand Spring
For change agents, hand raisers, and
marketing rebels with a cause, Demand Spring
is the secret weapon in your heroic journey of
revenue marketing transformation.
3 @ Mark_DSpring #Content2017

Clients committed to transformation
4

Enabling the revenue marketing cycle
Leverage MarTech
to drive scale and
relevance
Facilitate Marketing
and Sales alignment
Enable Deep Buyer
and Customer
Journey Insights
Develop hyper-relevant
messaging & content
Fill the Top of the Funnel
(TOFU) with strategy and
implementation support
Turn customers into
advocates
Enable multi-channel
nurturing to improve
conversion
Assess and optimize the 6
components of a healthy
Demand System
5

Thank you to our partners
6 #Content2017

Agenda
• Awareness: Lightning roundtable
• Consideration: Better customer experiences through content marketing
• Decision: Your next steps
• Closing remarks
7 #Content2017

Four things you’ll learn today
• The three core elements of a best-in-class customer experience
• How and why content can help you improve your customer experience
• Innovative content marketing strategies to help you get started
• How to answer the ROI question
8 #Content2017

What is “customer experience”?
9

What is customer experience?
Customer experience (CX) is a customer’s emotional and
rational response to your company’s name. It encompasses
what customers feel and know about you.
CX stems from customers’ accumulated experiences with your
company across every touchpoint in every channel, and can
change positively or negatively over time.

How do you create great ones?
11
 Identify the audience
 Define their journey
 Build their story
 Engage their emotions
 Deliver the experience
 Report on results
Consistent journeys, stories, and experiences drive best-in-class results
@ Mark_DSpring #Content2017

Content and Customer Experience
Content is the vessel by which you tell your
story. It shapes the grand narrative of your
brand and creates the small moments of value
you provide along the way.

Why customer experience now?
13

Your CEO demands it
14
Two-thirds of CMOs see developing
deeper, richer customer experiences as
their top marketing priority.
IBM CMO Study
2
3

Your customers expect it
15
90% of B2B companies are
likely to switch partners after a
single bad experience.
CMO.com
90%

And they reward it, too
16
Buyers that report having great
customer experiences are 5.2X
more likely to purchase more
from that company.
Temkin Group
5.2X

Why you need to respond...and lead
17

Your role has changed
18
Deeply understand
buyer personas and
the buyer journey.
Play a critical role in
initiating new opportunities
and driving conversion to
revenue.
Engage and inspire
prospects and
customers in a hyper-
relevant manner.
Drive marketing and sales
alignment to enable a
unified go-to-market
approach.
$

Buyers are in control
19
Buyers are 90% of the way
through their purchase paths
before they talk to you.
Forrester
90%

It’s a crowded landscape
20
Vendors can expect a
maximum of 12% of a buyer’s
total mindshare throughout
their purchase path.
Corporate Executive Board
12%

Accountability is coming
21
73% of marketers now have
P&L responsibilities; 18 percent
expect to have them in the next
24 months.
Gartner
73%

The best are already doing it
22
High-performing B2B marketing teams
are 7.8 times more likely to be leading
customer experience initiatives across
their organizations.
Salesforce
7.8X

There’s still a skills gap
24
Top 3 skills gaps as identified by marketing leaders.
2016 CMO Survey
1 Digital Marketing
Marketing Innovation
2
3
Customer Development &
Management

There’s a lot of work to do
25
Only 7% of marketers say they
exceed their customers’
expectations.
Accenture
7%

But the opportunities are there...
26

To infinity...and beyond
27
Every day, marketing
must now engage buyers
throughout the customer
lifecycle.
Even small improvements
in one area can bring
significant results.

Customers respond if it’s done right
28
61% of customers are more
likely to buy from companies
that deliver custom content.
McKinsey
61%

Content marketing is growing up
29
62% of B2B marketers rate their
content marketing as either
“somewhat” or “much more”
successful than one year ago.
Content Marketing Institute
62%

Budgets are getting bigger
30
Spending on digital marketing is
projected to rise 14% for B2B
products and 20% for B2B services
in 2017.
CMO Survey
14%

Content marketing pros are “all in”
31
Best-in-class companies allocate an
average of 39% of their budget to
content marketing.
Content Marketing Institute
39%

Awareness: Ligntning roundtable
32

Topics
• Content and the customer journey
• Staffing and skills for success
• Managing the content tech stack
• The ROI question
• Vision 2017
33 #Content2017

To infinity...and beyond
35
Every day, marketing
must now engage buyers
throughout the customer
lifecycle.
Even small improvements
in one area can bring
significant results.
#Content2017

Content and the customer journey
36
In the past few years, how have buyer
expectations changed with respect to the
content they engage with throughout
their buyer journey and customer
lifecycle?
Q
#Content2017

Content and the customer journey
37
Can you share tangible examples of
organizations that have aligned their
content to the customer lifecycle well?
What kind of impact did it have?
Q
#Content2017

Staffing and skills for success
38
Marketing leaders must:
• Invest in strategic skills such as change
management and analytics
• Learn and practice the fundamentals of
storytelling
• Elevate the role of content strategist
• Strike a balance between internal and
external resources
OUR
POV

What are some of the key
individual roles or broader team
structures you have seen within
some of your clients?
39
Q
#Content2017

What are some of the biggest content
marketing skills gaps today?
How are organizations filling them?
40
Q
#Content2017

Managing the content tech stack
41
Marketing must align the experience it
provides through its technology stack to
buyers’ level engagement and stage in
their journey.
Nothing kills a great experience like a
lousy lead form.
OUR
POV

Managing the content tech stack
How can content marketers determine where
they have technology gaps?
How do you make the argument for increased
technology investments?
42
Q
#Content2017

The ROI question
43
Align on the “why” before you ask the
“how.”
Complement quarterly pipeline reports
with longer-term CX performance
indicators that help you tell your own
success story.
OUR
POV

The ROI question
44
What content marketing metrics
have been the most successful for
your clients?
How are they measuring the ROI
from their content?
Q
#Content2017

Vision 2017
45
In 2017, content will be more:
• Buyer-centric
• Story-driven
• Visual
• Animated
• User-generated
• Virtual or augmented
• Personalized
• Emotional
• Widely distributed
And less trusted, if we don’t do it right
OUR
POV

Vision 2017
46
Looking ahead to 2017, what
practices or trends do you see
emerging for content marketing?
Q
#Content2017

Consideration: Better customer experiences through
content marketing
47

Leveraging video throughout the buyer’s journey
48
Tyler Lessard
CMO
Vidyard
Aisha Ghuman
Senior Channel and Regional
Marketing Manager
P2 Energy Solutions

Leveraging your advocates for user-generated content
52
Jim Williams
VP, Marketing
Influitive
Davin Wilfrid
Sr. Manager, Customer Advocacy
Quickbase

53
Leveraging your advocates
for user-generated content
#Content2017

Engagement and enrichment: Intronis MSP Solutions
54
Vanessa Porter
Director of Marketing
SnapApp
Anne Campbell
Senior Content Strategist
Intronis

Intronis MSP Solutions
B2B data protection
and security solutions
55
100% channel-focused
#Content2017

Our goals for interactive content
Database Enrichment
56
Partner Engagement
#Content2017

Database enrichment
57 #Content2017

Promotion
• Blog posts
• CTAs
• Social media
• Dedicated resource center
• Email campaigns
59 #Content2017

aPriori’s Uberflip Experience
61
Shannon Dougall
VP of Marketing
Uberflip
Sandy Turcotte-Lim
Director of Advocate and
Content Marketing
aPriori
Uberflip and the Content Experience

Shannon Dougall
VP of Marketing
Uberflip
Sandy Turcotte-Lim
Director of Advocate and
Content Marketing
aPriori

But they still get thisBuyers expect this
An engaging, tailored and intuitive experience A generic, static and alphabetized experience

WE NOW LIVE IN THE NETFLIX ERA

ORGANIZATIONS HAVEN’T EVOLVED
Poor Buyer
Experience
Cumbersome
Processes
Lack of
Personalization

STATUS QUO
PAINFUL
PROCESSES
NOT
SCALABLE
HOMOGENOUS
EXPERIENCE
LIMITED
CONTENT ROI

EVOLVE & ADAPT
BECOME
AGILE
SCALE YOUR
CONTENT
CUSTOMIZE
EXPERIENCES
GAIN
CONTROL

About aPriori
aPriori helps discrete manufacturers’
global design & sourcing teams
collaborate more effectively to bring
innovative, cost-optimized products to
market faster.
69

aPriori’s marketing story
What were we dealing with?
• Small marketing team, few
resources
• Invested in content strategy,
needed results
• Syndication difficult to attribute
70

It was time to take a different approach to content.
71

How did we benefit?
Increased engagement.
74

Visitors are more engaged
• More time spent on site:
- 90% increase in pageviews first month after launch
- 162% increase in pageviews the next four months
• Reading more content:
- Pages per visit increased 137% since launch (from 2.61 to 6.18)
• Visitors engaged beyond the Hub:
- 32% of hub visitors are navigating to the main site
• Generating more leads:
- Doubled the monthly average
7
5

Moving forward
Time to approach content
differently:
• Recycling and creating less
content
• Using data to influence
promotions
• Segmenting content and breaking
it down into easily digestible
chunks
76

Takeaways
Using Uberflip to leverage content
and help create more engaging
user experiences and drive more
leads:
• Creating more personalized user
experiences
• Recycling and refreshing old
content that is converting
77

Your next steps
81
2017 headlines:
• Content marketing to evolve beyond lead
gen, branding
• What do you mean you don’t know?
Analytics everywhere
• Content Strategist: the first step to CMO?
Email: still effective after all these years
OUR
POV

Your next steps
82
2017 headlines:
• Marketers to put static PDFs on life support
• Whither the lead form?
• Brand newsrooms need more space
• Mobile & app development: now more than
ever
OUR
POV

Your next steps
83
What’s the most actionable thing
you’ve learned today that you will
share with your team?
Q
#Content2017

Great research to shape your strategy
1. Customer experience: Creating value through transforming customer journeys.
McKinsey & Company, No. 1, Winter 2016
2. Expectations vs. Experience: The Good, The Bad, The Opportunity. Forrester,
June 2016.
3. B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends - North
America. Content Marketing Institute, 2016.
4. From Promotion to Emotion: Connecting B2B Customers to Brands: CEB
Marketing Leadership Council, 2013.
5. Gartner CMO Spend Survey 2016-2017: Budgets Climb (Again!) as Marketers
Juggle More Demands. Gartner, 2016.
86 #Content2017

No marketers were harmed in the making of this deck.
87

Content 2017 - Content Marketing and the Customer Experience - Full Presentation

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