Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]

CX2017…

Jeff Marcoux @JeffMarcoux

Jeff Marcoux Sr. PM, SaaS Growth & Viral Adoption Marketing Professor, UC Irvine & Oregon State University Board Member, Internet Marketing Association MarTech Education Advisor, GreenFig University

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“Every touch point with a customer is marketing”

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“By 2020, customer experience will overtake price and product as the key brand differentiator.”

- Customer 2020 Report

80% of buyers said that the most significant driver during provider selection was either direct or indirect customer experience. - Sirius Decisions, 2016

Have you taken the

journey?

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Drowning in Data

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Technology Process Culture

The Marketing Silver Bullet

The Customer Journey has Changed

…to people-centric

From product-centric…

A P C O N E V E R Y D E S K T O P A N D I N E V E R Y H O M E

T H E PAT H A H E A D … E M P O W E R E V E R Y P E R S O N &

O R G A N I Z AT I O N T O D O M O R E , T O B E M O R E

40+ Y E A R S A G O

1

2

3

4

5

Product-centric

…the marketing ‘funnel’

Awareness

Consideration

Conversion

Loyalty

Advocacy

In-product Social & On-boarding Content

On Page Advocacy

Chatbots

Who is my customer?

ICP > TAM > ABM: Taming the Alphabet Who are my perfect customers? Where do they work? What do they do?

What accounts fit that profile? Where are they located? How many are in my database?

Let’s target:

1

2

3

IDEAL CUSTOMER PROFILE Define your targets.

TOTAL ADDRESSABLE MARKET Find every matching account.

ACCOUNT-BASED MARKETING Target them one by one.

#SDSummit

Defining your customer • Build out personas: by hand or with technology

– Product Centric Company or Customer Centric Company?

Functions of senior marketing leadership Tailoring our message to specific marketing roles helps increase impact

Advertising/ promotions director

Digital strategies manager

Creative director CMO

Sets the creative direction and shapes the internal and external brand image

Data scientist

Social media manager

Public relations director

Website director

Digital Marketing/Web

Corporate Marketing

Creative/Advertising

Identifies customer needs and conceives, develops, and implements innovative digital marketing strategies to engage them

Description Product marketing manager

Product

Market research director

MarCom manager

Leads corporate branding, marketing communications, and strategic IP

Demand generation & lead nurturing director

Demand Generation

Event director

Description Analyst and investor relations manager

Brand Manager

Mobile director

Sales readiness executive

Inbound marketing/ content offers

Product evangelist

Leads and analyzes marketing initiatives related to driving sales and revenues

Researches, positions and leads the product strategy to properly meet the needs of target customers

Marketing Ops

Marketing operations manager

Directs the development and implementation of processes, tools, metrics, infrastructure and technology to improve marketing operations

Meet “Julia” – [CMO] Sets the marketing strategy and leads the marketing team to deliver superior customer experiences and a positive corporate brand image. Monitors marketing effectiveness and industry success. Builds, presents, and argues the business case for the marketing budget.

Reports to

Direct reports

Goals

CEO

Marketing executives in the areas of: creative, digital, product, corporate and demand generation & external agencies

§  Increase top and bottom line revenues by X% § Grow product market share by Y% § Retain existing customers and secure new ones or increase

the number of qualified leads in the pipeline §  Increase brand awareness by driving X customers to our

website and stores/business §  Implement strategies that improve brand preference by X%

among key demographic groups

§ Translate customer and marketing analytics into meaningful insights to get a synchronized view of the customer § Manage a growing team of internal and external resources § Creatie a responsive team that has the agility to act quickly when

new marketing opportunities arise § Find the information/technologies necessary to drive new revenues

and customers. (Technology awareness was identified by (54%) of CMOs as the top competency to improve.)

§ Highly influenced by recommendations from team, particularly digital marketing/mktg. technology personnel, and external peers § Budgets increasing in the areas of digital advertising, mobile

marketing, digital commerce, and corporate website

§ A study by Forrester found that 54% of CMOs identified meeting revenue targets as their most important business driver. What marketing programs are driving the most revenues for your business? § Did you know that 80% of customer data will be wasted due to

immature enterprise data “value chains”? Have you thought about ways you could better leverage customer data in your programs? § Did you know that nearly half of employees report that social tools at

work help increase their productivity, but more than 30% of companies underestimate the value of these tools and often restrict their use? How are you collaborating with your marketing internal teams and external agencies today and do you have the right social and communication tools in place? § Bill Gates was recently quoted as saying that he believes the pace of

innovation is faster today than ever before. How are you using technology today to keep your finger on the pulse of the industry, your business, and your competition?

§ Own the customer experience § Set the company’s marketing strategy and maintain brand

awareness § Advocate for, define and manage the marketing budget § Lead the marketing team to meet lead generation, revenue

and market share goals for the company

Responsibilities

Challenges

Conversation starters

Purchasing insights

§ CMO.com, The CMO Club, Harvard Business Review, The CMO Collective, LinkedIn Chief Marketing Officer Network, Fierce CMO Trusted

channels

Defining your customer • Build out personas: by hand or with technology

– Product Centric Company or Customer Centric Company?

• Identify your Total Addressable Market (TAM)

Total Addressable Market

#SDSummit

Total Addressable Market

Not a good fit Fit Engaged

Find through Inbound/ Outbound

Those you don’t know about

Competitors’ customers

Your customers

ABM with Intent Detection

Advertising Events Email Etc.

Loyalty Education Expansion

Dissatisfaction Value ABM

Big Fish Targeted ABM

Predictive Lead Gen ABM

Advertising Events Email Etc.

Actively Looking

Defining your customer • Build out personas: by hand or with technology • Identify your Total Addressable Market • Define your customer journey

…Customer Decision Journey

People-centric

Open to possibility

Decision to change

Evaluating

Shopping

Experiencing

Putting it all together • Go through your customer journey • List out key personas your company targets • Map out existing touch points & content • Call out gaps in your content and customer journey

Marketing doesn’t stop after the lead • Assessments • Pitch Decks • AI/Data = Actionable intelligence for Sales • Demos • Inspiring videos • Sales nurture/Follow-up Campaigns • Targeted Advertising

All Tailored to the Active Conversation #SDSummit

The Rise (and buzz) of ABM • Planned • Existing Account Expansion • Predictive Lead Generation – Intent – Lookalike Models

• Opportunistic

@JeffMarcoux Jeff.Marcoux@microsoft.com