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Diese 3 Fragen bereiten CMOs schlaflose Nächte: Wie stärke ich meine Marke? Wie steigere ich den Umsatz? Wie weise ich meinen Einfluss auf den Umsatz nach?
Außerdem sind Kunden mittlerweile technisch recht versiert. Sie sind von Ihrem Vertriebsteam unabhängig, da sie die grundlegende Recherche selbst durchführen. Sie nehmen keinen direkten Kontakt mehr zu Ihnen auf. Das bedeutet, dass Unternehmen dort Bedarf schaffen müssen, wo der Vertrieb keinen Einfluss mehr hat.
Um in der Engagement Economy zu gewinnen, hilft Ihnen keine dieser (oben genannten) Lösungen.
Um zu gewinnen, müssen Sie Ihre Denkweise grundlegend ändern. Sie müssen jeden einzelnen Kunden beobachten, aus den Daten lernen und ermitteln, was Kunden sich wünschen und mit ihnen auf allen Kanälen interagieren.
LISTEN… Listen to your audience – from unknown and known, across every one of your digital channels. Every relevant fragment of audience data and behavior all together so you know everything they’re trying to tell you.
Many marketers may feel they listen. The challenge, which Mckinsey points out well, is even if we listen to a few channels, we’re probably listening in aggregated ways – and there’s a lot out there outside of marketing that lives in discrete pockets of the rest of the company. In short, we have to know about everything if we want to listen well.
Listen across all channels and touchpoints. What does that actually mean? It means looking for a way to break down silos and collect customer data from: Your marketing channels: web, mobile, ads, social email, SMS, events, etc. All your organizational touchpoints: Sales touches, Services touches, Operations like billing or fulfillment, and listen to how people are actually using your products Business technologies across your organization that provide those insights about your customers Bring in third party data to round out your listening – what competitors are your buyers using? What do you know about the account they’re a part of? What ads are they engaging with?
But realize – as you go through the exercise of auditing, you probably have GAPS! 54% of companies cite data quality & completeness as their biggest challenge to data-driven marketing. So where are their pieces of data with immediate business value that you can fill?
And the greatest news in the digital age – IT’S EASY TO FILL GAPS
Look at BCBS – they have very specific insurance packages that depend on AGE as a key requirement for purchase, and therefore, marketing. As they go through the exercise of understanding customer data, they realized they had a business need to gather this specific data point about their prospects, and gather all individuals in their state with a 64th birthday coming up, to drive campaigns at a moment of relevance. So they filled that gap for their digital campaigns.
Listen to behavior. Behavior is the holy grail of listening, because it can tell you everything about what will be relevant to an individual and help you deliver on the promise of adding value. What does your buyer read on your website? How long do they stay on specific content? What device did they use to get there? What did they do next? [it’s no longer good enough to understand demographics and make broad assumptions about what they want.]
Look at specific channels, touchpoints and individual behaviors around those areas. Email – examples, Web – examples, and so on. What can behavior tell you?
LEARN – It’s not enough to just gather reams of information. You’ve got to turn everything you’ve listened to into insights. Insight about what your customers care about in any given moment, and what truly drives advocacy and lifetime value with your customers. So how do some of the leading marketers do that?
Use a single source of truth. Data can be overwhelming, and silos make it even more so. When you centralize a single-point-of-truth that can take in millions, billions of data points, across your customer base, it creates a foundation for exploration and action, rather than an exercise one-off reporting… Gartner says marketers need Marketers need integration and coordination among systems to manage and optimize individual dialogs in real time, across channels, devices and contexts, on a continuous basis. (comes from Digital Marketing Hubs, which you can offer to send.)
The reality is learning is tough, because only 6% of marketers feel they’re able to get a complete view of the customer from all data sources. Even if we have the data, we must pull it together. So how do we do that?
All vendor fits all: Poor Integration , lack of innovation, not best of breed, look at Microsoft
Viele Marketingexperten haben nun versucht, sich eine Sammlung an Einzeltools zusammenzustellen, um einzelne Kanäle zu meistern oder bestimmte Produktivitätsprobleme zu bewältigen. Das Problem dabei? Es gibt derzeit 3.500 Marketing-Tools auf der Martech-Karte von 2017. Wenn sich diese nicht integrieren lassen, dann können Sie nicht skalieren und folglich in der Engagement Economy nicht gewinnen.
Es gibt auch sogenannte CAPTIVE SUITES, in der verschiedene einzelne Tools lose miteinander verbunden sind. Die Anbieter dieser „Suites“ geben den Großteil ihres F&E-Budgets für die Integration aus, nicht für die Innovation. Das Ergebnis? Sie erhalten nicht die gleiche Flexibilität oder Time-to-Value, die Sie benötigen. Darüber hinaus konzentrieren sich diese Anbieter nur auf ihre eigenen Tools, sodass Sie und Ihre Daten an einen einzigen Anbieter gebunden sind. In einer Welt, in der die Marketing-Technologie stetig wächst, werden Sie von einem Anbieter alleine niemals alle Funktionen erhalten.
But those insights can’t sit with ONE PERSON
They need to be accessible to entire org
Only way to stay nimble, test new approaches; which is CRITICAL!
One example - Hypothesis: Group of students who were not responding to Laureate’s efforts; Maybe they’d respond better to SMS But costly, risky to just do that – who wants an unsolicited text message? So, they worked to opt the right prospective students in to receive texts, first and foremost. But they didn’t deploy them with everyone.
Instead, with a single view, they learned when to use SMS appropriately, like when a student in the pre-enrollment process hadn’t picked classes by the deadline, after other channels, like email hadn’t worked. They were able to test and easily discover the best way to deploy a new channel and “unstick” part of the funnel.
ENGAGE – Learning leads to a map and a plan to ENGAGE each individual with touches that deliver value, and lead to revenue. This is what marketers typically get most excited about!
And so a fair question – do your customers want stories? Will stories engage them?
Good news is yes – Buffer found 92% of customers want brands to tell stories!
(Optional!) Stories have monetary value, too Paul Zak, professor of econ & psych at Claremont Graduate School studies oxytocin; the “happiness” chemical in our brains
One experiment – he showed character driven stories about charitable organizations to some participants, had others listen to a pitch about that organization Measured oxytocin before and after – stories made people produce oxytocin And when oxytocin was produced, they donated as much as 57% more money Stories will make you money!
Listen, learn… and build great stories. How do you tell a great story? By using what you’ve learned to be relevant, drive proper context, and maximize timing.
The KEY is to have that centralized view of the customer in the same system that can execute on those insights and do it automatically and at scale. When you put all of that together, you are no longer marketing, you are engaging customers – you are not pushing products and services, but telling them a story that will resonate because it’s personal, relevant and timely.
And we have to do this today at massive scale – thousands, millions of individuals who all have a different story that works best for them.
The story of the American Kennel Club is really powerful here. They listened to when and how their audience was engaging, and found that one of the most valuable opportunities to tell a story is when someone gets a new puppy. Sort of like a new baby, you need to know what to expect!
So they told a relevant story, creating a personal campaign about milestones for a puppy’s development that spans the whole first year.
But it’s timed to the age of the recipient's puppy – their first year – so every touch is timely. Every week, you’re learning something that should be purposeful and valuable in that moment of time.
Keep adapting for relevance… with all the inputs you can gather, never stop listening and learning to adapt your story to the individual. You have several ways to do this at your disposal: Content, Cadence, and Channel – small improvements to which can dramatically improve the outcome of your marketing.
BetterCloud provides unified software-as-a-service (SaaS) management software to help businesses manage SaaS applications. They pride themselves on creating and distributing fresh, targeted and digestible news and educational content for its customer base of IT professionals. BetterCloud made the decision to unify their content properties into the new BetterCloud Monitor website, accompanied by a Daily Monitor e-newsletter in April 2016
CONTENT: Using content interest, BetterCloud uses dynamic, segmented snippets to use in the newsletter daily emails - 3 different categories of content the team produces (IT news, G Suite tips, Office 365 tips), allowing users to select what content they are interested in Dynamically segmented snippets.
CHANNEL: BetterCloud’s content team adapts content for each individual on their webpage, using Marketo RTP to drive newsletter engagement by personalizing pages with different experience for newsletter subscribers and nonsubscribers, different industry/company sizes.
CADENCE: They track content interest/content cadence/role in organization Marketo Database with behavioral history and the customer’s stated preferences – they frequently prompt subscribers to engage with their preference center to indicate the cadence thye prefer.
Using Marketo’s technology to keep adapting, BetterCloud has been able to expand its daily newsletter subscriber network to over 100,000 readers and counting
Power stories with your people. Finally, when you ENGAGE, it’s not enough to simply limit the process to marketing. Everyone in your organization should have a hand in telling personal stories. (Maybe joke that you’re here today, using thought leadership from summit – sales is a part of the bigger message at Marketo.)
Lennox, a heating and cooling equipment manufacturer, empowers business owners, sales, consultants, and technicians who support and sell their products – and in turn, interface with customers – with a digital portal, LennoxPROs, coupled with a multichannel engagement strategy that reaches people in each role with relevant information. Expanding the effective reach of new product launches by five times.
Reiterate the steps:
--If you haven’t, go through, perhaps with IT, and understand where your customer data lives, what you can LISTEN to --understand where you have gaps that can help you engage your customers more thoughtfully -- and fill them --and look for behaviors in your listening – on an individual level, these should be how you round out everything you know about your customer
--LEARN by creating a single source of truth – pulling down the data silos to have a single customer identity --but, that’s not a database – to deliver value, you have to be able to surface insight with that data, and make it actionable – all from the same source of truth
--Finally, ENGAGE – by using what you’ve listened to and learned to tell great, personal stories --but those stories can’t be static, your center of truth has to adapt them based on what an individual does and what they show that they care about --and finally, it starts with marketing, but everyone in your organization can and should be a part of telling the story – so make sure they have the tools to do that
Wenn Sie die Engagement-Plattform von Marketo einmal implementiert haben, können Sie …
Ihre Marke stärken, genau wie Panasonic. Mithilfe von Marketo kann Panasonic seine Geschäftssparte so bekannt machen wie die Verbrauchersparte.
Or prove your growing impact, like CA Technologies, where they’ve used Marketo to prove that marketing is contributing 400% more to pipeline over the previous year.
Umsatz steigern. Durch den Einsatz von Marketo-gestützten Kampagnen erreichte GE über 600 Millionen USD an messbarem Umsatz.