How Samsung Designed and Activated Buyer Journeys in their ... · PERSONALIZATION DECISION INSIGHT...

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HowSamsungDesignedandActivatedBuyerJourneysintheirDigitalEcosystem

ASamsungCaseStudy

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YourSpeakers

VernonFongDirector,DigitalMarketing

RonParkVP,CustomerStrategy

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• ADifferentKindofPersona

• MappingouttheBuyerDecisionJourney

• ARoadmaptoBuildingouttheDigitalExperience

• ActivationandEnablement:Data,Test&Learn

• TheResults

ActivatingaB2BJourney

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CommercialTVs

DesktopMonitors

DesktopVirtualization

Smartphones Laptops SolidStateDrives

Tablets PrintersandMFPs

SamsungKnox

Healthcare Education Retail Government Finance Transportation Hospitality SamsungBusinessServicesTM

AboutSamsungBusiness

P RODUC T S & S E RV I C E S

I N DU S T R I E S S E RV ED

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INSIGHTS DELIVERYSEARCH

DISPLAY

SITE

SOCIAL

EMAIL

DM

LANDING

SEO SEM

CONTENT

PERSONALIZATION

DECISIONINSIGHT

SITEANALYTICS

SEARCHDATA

SOCIALDATA

MEDIAUSAGE

MQL/SQL

SALESINSIGHTS

FUNNELDATA “noman’sland”landthatisunoccupiedorisunderdisputebetweenparties

thatleaveitunoccupiedduetofearoruncertainty

Createsaccidentalexperience

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BUYERJOURNEYTranslatesinsightsinto

howtheexperiencemustworkforboththebuyer

&thebrand

INSIGHTS DELIVERYSEARCH

DISPLAY

SITE

SOCIAL

EMAIL

DM

LANDING

SEO SEM

CONTENT

PERSONALIZATION

DECISIONINSIGHT

SITEANALYTICS

SEARCHDATA

SOCIALDATA

MEDIAUSAGE

MQL/SQL

SALESINSIGHTS

FUNNELDATA

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ASamsungCaseStudy

BuildingtheSamsungBusinessBuyerJourney

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Samsung’sMarketingEvolution

insights strategy tactics enablement

PERSONAS JOURNEYs PLAYBOOKS ACTIVATION

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Achievement|Recognition|Legacy Preserving|Stability|PeaceofMind

DecisionmakersfallintotwoorientationswhenmakingITbusinessdecisions

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CommonGroundOverallpositioning,functionality,media&channelpriority,content&assetprioritization,offer&

incentive

TheCommonGround

Finance

Simple

Smartphone

AspirationalDecisionMaker

AwarenessPhase

Retail

PreventativeInfluencer

Complex

Tablet

ConsiderationPhase

INDUSTRY

PERSONA&ROLE

THEOCCASION

MultipleSituations

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Playbooks:TheJourneyHow-ToManual

Eachplaybookincludesfourcomponentsthat,together,providetheend-userhow-tomanualtoactivatethefuturestateexperience

TouchPointMap

ContentMatrix

MetricsMedia

InvestmentModel

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TransformingtheDigitalExperience&MarketingStack

TheRoadmap

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APeekintoSamsung

OurB2B.comwasguidedby

ourkeyprojectswithMerkle:

BuyerPersonas

BuyerDecisionJourney(BDJ)

PRE-AWARENESS AWARENESS INTEREST LEARN EVALUATE JUSTIFY CONVERT REPURCHASE

Buye

r Dec

isio

ning

Cont

ext

Needs / Expectations

Pain Points

Behavior

Stakeholders

Emot

ionan

d Re

actio

nof

the

Prim

ary P

erso

nas*

Expe

rienc

e Pl

anni

ng

Value

Pro

posit

ion

Message Weighting

Overall Market

Aspirational Achiever

Aspirational Hero

Preventative Trustee

UX FunctionalityRecommendations

Media & Channel Priority

Content & Asset Priority

Offer / Incentive

Busi

ness

Vie

w KPIs

Objective

Pers

onal

izat

ion

Enab

lers

Data

Progression Triggers

Technology

A new need arose. Which partners can solve this problem?

Which partners have the best solutions?

What else can I tell my team?

What else can my partner do for me?

Who are the leaders in the market?

Do these solutions meet my needs?

Who has the best solution based on the products they offer?

Is this the best overall value we can get?

Aspirational Achiever

Aspirational Hero

Preventative Trustee

The Buyer Decision Journey for Business Solutions

Audience InsightsProvides context to how to best engage with customers and prospects.

Experience PlanningPrioritizes functionality, content, offers and vehicle of delivery across the journey.

Business Context & Personalization EnablementCatalogs the business objectives, KPI’s and technical requirements across each phase.

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AudienceInsights

Buyerneeds/expectationsBuyerpainpointsSitebehavior&analysisPrimarypersonamindset

ExperiencePlanning

Media&channelpriorityContent&assetpriorityBusinesscampaignplanning

BusinessContext

KPIs/BusinessobjectivesDataenablementopportunitiesProgressiontriggersTechnologyroadmap

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Staticcontent,broadfocus

Fragmenteduserdata,impersonal

Productbasedselling

Builtonanrigidplatform

CURRENTEXPERIENCE

Dynamiccontent,targetedandrelevant

Datadriven,personalized

B2Bsolutionsandpartnerships

Flexibleplatform

FUTUREEXPERIENCE

TranslatedintoOurExperienceGoals

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BDJ2015

BDJ:Buyerpersonaandinsights

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2016

DevelopDMP/DOPstrategyandmodel

BDJ:Buyerpersonaandinsights

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2016

DevelopDMP/DOPstrategyandmodel

BDJ:Buyerpersonaandinsights

Aligntoleadscoringmodel

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2016

DevelopDMP/DOPstrategyandmodel

BDJ:Buyerpersonaandinsights

Aligntoleadscoringmodel

Adobe Eloqua SalesForce

Unifysystems

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Adobe Eloqua SalesForce

Unifysystems

2017 DevelopDMP/DOPstrategyandmodel

Aligntoleadscoringmodel

Createdesignandexperience

BDJ:Buyerpersonaandinsights

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Adobe Eloqua SalesForce

Unifysystems

2017

Aligntoleadscoringmodel

Implementwebsite,systemsandcontent

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.comContentActivation

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ContentSupplyChainScopeContent

• TooperationalizetheBDJ,andrelevantcontent,weneedtopreparebyestablishingafactory.

DemandCreationIntegratedContentStrategy

MQLsSystem&Metrics

Prod&Delivery

ContentCreation

ContentProcesses

DigitalContentStrategy

TechnologyToolsandWorkflow

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TheBDJleadtoaContentHierarchybriefwhichprovidedaframeworkforhowsitepersonalization contentshouldbeconsidered:

IllustratedBuyerJourneyAgainst.COMContentContent

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Data|Test|Learn

Activation– BringingittoLife

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JourneyActivationStartswithIntegrationsThatAllowTest&Learn

TestandLearni i

Repeat

insight insight

ActivationPlaybooks

Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase

B U Y E R D E C I S I O N J O U R N E Y

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PlatformIntegrationEnsuresSeamlessDelivery

PAIDEARNEDOWNED

User ThirdParty

EnrichedData

DynamicCallTracking

ChannelMarketingAttribution(WTB) Supportvia

Communities

PostpurchaseSupportContent

User ThirdParty

EnrichedData

insidesalescrm &marketing

digital

Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase

B U Y E R D E C I S I O N J O U R N E Y

3PD

3PD

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Analytics&BISystemsEnsureMeasurement&Accountability

BusinesstoBusiness

BuyersInfluencersCollaboratorsDistributors

SamsungCRM

Insights

SamsungBigDataSystems

LittleData(Research)

BITools

Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase

B U Y E R D E C I S I O N J O U R N E Y

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PARTNERS

OrganizationalAlignmentisRequiredtoCoordinateEfforts

SAMSUNGBusinessMarketing

DigitalMarketing

IT

Products

Sales

Brand&Creative

PaidMedia

Performance

Content&Social

Roles&Responsibilities

Process

Documentation

Objectives&KPIAlignment

Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase

B U Y E R D E C I S I O N J O U R N E Y

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TheImpactofBringingittoLife

TheResults

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GS7ActiveProductLaunchPreventative

Header:Stability&PeaceofMind

Sub-object:Reassurance,durability

OpenRate3.4x

CTR1.5x

CTOR46%+

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PlaybookResultstoDate

0.2 0.3 0.4 B1 0.5 B2 0.6 Interrupter 0.7 B3 0.8 1.1 B4 1.2 1.3 2.1 2.2

P RODUC T NURTUR E S T R EAM ENGAG EMENT R AT E SINTEREST

aspiratio

nal

preventative

EngagementRates

EngagementRates

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Q&A

ThankYou