SUCCESSFUL DIGITAL CX STRATEGY...Cheri Keith, Principal Analyst at Forrester/SiriusDecisions (Guest Speaker) Cheri brings more than a decade of marketing experience to Forrester/SiriusDecisions’

JANUARY 23, 2020

Perspectives from SiriusDecisions & Crownpeak

SUCCESSFUL DIGITAL CX STRATEGY

Cheri Keith, Principal Analyst at Forrester/SiriusDecisions (Guest Speaker)

Cheri brings more than a decade of marketing experience to Forrester/SiriusDecisions’ Demand Marketing team. Her background includes experience serving b-to-b organizations at communications agencies and marketing organizations. Cheri instructs clients on best practices in marketing planning and strategy to optimize demand programs, communications strategies and content.

@Cheri29 linkedin.com/in/cherikeith

Ian Lowe, VP Marketing at Crownpeak

Ian leads Crownpeak’s marketing and communications department where he is responsible for generating demand and growing awareness for the world’s only enterprise-grade SaaS CMS. With over 20 years of marketing and technology experience, he focuses on content management, martech, and customer experience.

@idlowe linkedin.com/in/idlowe

© 2018 SiriusDecisions. All Rights Reserved

Marketing’s Role in B2B is Evolving

@Cheri29 4 © 2019 SiriusDecisions. All Rights Reserved

Customer Experience is Paramount in B-to-B

SaaS

business model

transformations

Rebalancing

of

CMO priorities

Evolution of

marketing’s

role in b-to-b

Contributing Factors

Source: SiriusDecisions 2019 Global CMO Study


But There are Challenges


14.3%

Organizational

readiness

10.1%

Insufficient

data

10.1%

Lack of

insights

12.6%

Technology

constraints


Where CMOs are Adding Headcount

42%Marketing Operations

40%Marketing Communications

42%Customer Engagement



Technology Investment Priorities

57%

Analytics

40%

Web Content

Management

37%

Website

Analytics

54%

Website

Optimization



How do we get this right?Digital strategies, technologies and skills


The Evolution of Digital Maturity

TACTICAL PROGRAMMATIC STRATEGIC

Programs Programs Programs Programs

Campaigns

• Digital planned in isolation at

a tactic level

• Digital and non-digital

planned separately

• Little to no coordination

between functions with

digital roles and

responsibilities

• Measurement at tactic level

with little to no insight into

business results

• Digital planned at program

level

• Limited planning with non-

digital marketing

• Some coordination between

functions in support of

individual programs

• Measurement at program

level with visibility into

program results and limited

visibility into business results

• Digital and non-digital planned

together at a strategic level

• All functions’ efforts

coordinated and targeted at a

common set of business goals

• Measurement focused on

understanding impact on

overall business results

Tactics

Digital

Non-digital


Understanding the Pervasiveness of Digital

Web

Sites

Search

Email

Social

Online

Events

Online

Ads

Direct

Mail

Events

Print

Print

Sponsor-

ships

Broadcast

Syndication

Tele-

marketing

Environ-

mental

Digital Marketing

Tactic

Digitally Supported

Marketing Tactic


Smart Digital StrategyUsing business and Audience Context


Business Context: What Is Your Digital Type?

Determining the right

approach begins with

understanding the

characteristics of what

you’re selling, how it’s sold

and how it’s bought

Offering

Custom Differentiated

Standard Commodity1

2

3

4

5

Purchase

Complexity

34

5

12

Low ASP

High ASP

12

34

5

Go-to-Market

Self Service

Sales Driven


Business Context: Digital First

Digital First organizations rely primarily on

digital to provide the marketing reach, scale and

cost-effectiveness needed for success

SiriusPerspective:


Business Context: Determining Digital Type Companies scoring 3 to 6 are digital first; 7 to 11, digital hybrid; and 12 to 15, digital

support.


Business Context: Digital Supported

Digital Support organizations use digital

to support sales by generating and

nurturing leads and accelerating

opportunities

SiriusPerspective:


Business Context: Determining Digital Type Companies scoring 3 to 6 are digital first; 7 to 11, digital hybrid; and 12 to 15, digital

support.


Business Context: Digital Hybrids

High Purchase

ComplexityCustom Offering Design Driven

Hybrid models are designed around specific business needs

SiriusPerspective:


Audience Context: PersonasPersonas are at the heart of an audience-centric digital strategy, providing the context

for everything from technology to channel to mix decisions.

.

An aggregation of individuals in

similar job roles sharing common

initiatives, challenges and watering

holes, as well as the same content

and tactic preferences.

SiriusPerspective:


Audience Context: PersonasWhile it’s okay to make personas cute and quirky, it’s imperative to keep them focused,

relevant and usable.

.

Challenges

Primary Buyer Need

Job Role

Initiatives

Common Titles

Decision Drivers

Watering Holes

Buying Process

Content Preferences

Lexicon

Tactic Preferences

Buyer Role Type

SiriusPerspective:


Buyer’s Journey Customer Lifecycle

Education Solution Selection Deliver Develop Retain Grow

Digital

Touches

Human

Touches(including

tele)

Audience Context: Journey Mapping For Digital FirstIn a digital-first journey, more than 65 percent of sales and marketing touchpoints will

be digital.

Read emails

about new

feature

Engaged in

an online chat

Took a call

offering trial

support

Saw syndicated

content of

interest

Filled in form

for a trial

Checked out

references

online

Upgraded and

renewed

online

SiriusPerspective:




Digital

Touches

Human

Touches(including

tele)

Audience Context: Journey Mapping For Digital SupportedIn a digital-support journey, less than 35 percent of sales and marketing touchpoints

will be digital.

Read

syndicated

Content

Asked a

colleague their

opinion

Saw solution at

trade show

Visited

company Web

site

Had onsite

demo

Attended

customer

conference

Attended

executive golf

event

SiriusPerspective:




Digital

Touches

Human

Touches(including

tele)

Audience Context: Journey Mapping For Digital NonsenseMost buyers do not switch from a solely digital journey to a sales engagement in a

binary fashion.

57% of the buyer’s

journey

SiriusPerspective:


Interaction Type Preferences Vary Across PersonasMarketers should align and prioritize content assets and activation plans by

rationalizing persona format and interaction type preferences throughout the buyer’s journey.

Education Solution SelectionBuying Phase

CIO

Inte

ract

ion

Non-

Human

Human

6

CustomerReference(Vendor)

CustomerService Rep

Product

Manager

SalesRep

SalesRep

ExploreYouTube

1

Peer Networking

Event

ExploreWeb Site

LiveVendorWebinar

SalesRep

Search Internet

14 17

IndustryAnalyst

Customer Reference(Buyer)

Value Actualization Tool

SalesRep

Executive

SalesRep

15 168 9 10 11 1272 54

3

LO

B L

ead

er

Inte

ract

ion

Non-

Human

Human

Education Solution SelectionBuying Phase

Sample Persona Map Snapshots

FreeTrial

Industry

Conference

ExploreYouTube

ExploreWeb Site

CaseStudy

Search Internet

ExploreLinkedIn

Customer Reference(Vendor)

Free Trial

Email

Customer Reference(Buyer)

6 13 15

14

8 10

12

4

5

2 3

97 11

1

13

Simulated

Facilitated

Orchestrated

Influenced

SalesRep

SalesRep

Industry Conference

Sales Presentation

QUESTIONS

Cheri Keith, Research Director at SiriusDecisions (Guest Speaker)

Cheri brings more than a decade of marketing experience to SiriusDecisions’ Demand Services team. Her background includes experience serving b-to-b organizations at communications agencies and marketing organizations. Cheri instructs clients on best practices in marketing planning and strategy to optimize demand programs, communications strategies and content.

@Cheri29 linkedin.com/in/cherikeith/

Ian Lowe, VP Marketing at Crownpeak

Ian leads Crownpeak’s marketing and communications department where he is responsible for generating demand and growing awareness for the world’s only enterprise-grade SaaS CMS. With over 20 years of marketing and technology experience, he focuses on content management, martech, and customer experience.

@idlowe linkedin.com/in/idlowe/

Documents

SUCCESSFUL DIGITAL CX STRATEGY...Cheri Keith, Principal Analyst at Forrester/SiriusDecisions (Guest Speaker) Cheri brings more than a decade of marketing experience to Forrester/SiriusDecisions’