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

Slide 1

Welcome! 1

Your host and moderatorMark Emond, Founder and PresidentDemand Spring@Mark_DSpring

2

About Demand SpringFor 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 transformation4

Enabling the revenue marketing cycleLeverage MarTech to drive scale and relevanceFacilitate Marketing and Sales alignmentEnable Deep Buyer and Customer Journey InsightsDevelop hyper-relevant messaging & contentFill the Top of the Funnel (TOFU) with strategy and implementation supportTurn customers into advocatesEnable multi-channel nurturing to improve conversion

Assess and optimize the 6 components of a healthy Demand System5

Thank you to our partners6

#Content2017

AgendaAwareness: Lightning roundtableConsideration: Better customer experiences through content marketingDecision: Your next stepsClosing remarks7#Content2017

Four things youll learn todayThe three core elements of a best-in-class customer experienceHow and why content can help you improve your customer experienceInnovative 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 customers emotional and rational response to your companys 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.10@ Mark_DSpring #Content2017

How do you create great ones?11Identify the audienceDefine their journeyBuild their storyEngage their emotionsDeliver the experienceReport on resultsConsistent journeys, stories, and experiences drive best-in-class results@ Mark_DSpring #Content2017

11

Content and Customer ExperienceContent 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. 12@ Mark_DSpring #Content2017

12

Why customer experience now?13

13

Your CEO demands it14Two-thirds of CMOs see developing deeper, richer customer experiences as their top marketing priority. IBM CMO Study

23@ Mark_DSpring #Content2017

14

Your customers expect it1590% of B2B companies are likely to switch partners after a single bad experience.CMO.com

90%@ Mark_DSpring #Content2017

15

And they reward it, too16Buyers that report having great customer experiences are5.2X more likelyto purchase more from that company.Temkin Group

5.2X@ Mark_DSpring #Content2017

16

Why you need to respond...and lead17

Your role has changed18Deeply 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.

$$$

@ Mark_DSpring #Content2017

18

Buyers are in control19Buyers are 90% of the way through their purchase paths before they talk to you.Forrester


Successful projects for optimizing the CX typically achieve revenue growth of 5-10% and cost reductions of 15-25% within two to three years (McKinsey)High-performing companies report better-than-expected outcomes for increased brand relevance, cost savings, customer loyalty, customer satisfaction, market differentiation, ROI, revenues, scale, and efficiency (Accenture Interactive)

19

Its a crowded landscape20Vendors can expect a maximum of 12% of a buyers total mindshare throughout their purchase path.Corporate Executive Board


20

Accountability is coming2173% of marketers now have P&L responsibilities; 18 percent expect to have them in the next 24 months.Gartner


21

The best are already doing it22High-performing B2B marketing teams are 7.8 times more likely to be leading customer experience initiatives across their organizations. Salesforce

7.8X@ Mark_DSpring #Content2017

It wont be easy...23

Theres still a skills gap24Top 3 skills gaps as identified by marketing leaders.2016 CMO Survey

1Digital MarketingMarketing Innovation

2

3Customer Development & Management@ Mark_DSpring #Content2017

24

Theres a lot of work to do25Only 7% of marketers say they exceed their customers expectations.Accenture


25

But the opportunities are there...26

To infinity...and beyond27

Every day, marketing must now engage buyers throughout the customer lifecycle. Even small improvements in one area can bring significant results.@ Mark_DSpring #Content2017

27

Customers respond if its done right2861% of customers are more likely to buy from companies that deliver custom content.McKinsey


28

Content marketing is growing up2962% of B2B marketers rate their content marketing as either somewhat or much more successful than one year ago.Content Marketing Institute


29

Budgets are getting bigger30Spending on digital marketing is projected to rise 14% for B2B products and 20% for B2B services in 2017.CMO Survey


30

Content marketing pros are all in31Best-in-class companies allocate an average of 39% of their budget to content marketing.Content Marketing Institute


31

Awareness: Ligntning roundtable32

TopicsContent and the customer journeyStaffing and skills for successManaging the content tech stackThe ROI questionVision 2017

33#Content2017

34

To infinity...and beyond35

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

35

Content and the customer journey36In 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 journey37Can 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 success38Marketing leaders must: Invest in strategic skills such as change management and analyticsLearn and practice the fundamentals of storytellingElevate the role of content strategistStrike a balance between internal and external resources

OURPOV@ Mark_DSpring #Content2017

38

Staffing and skills for successWhat are some of the key individual roles or broader team structures you have seen within some of your clients?39

Q#Content2017

Staffing and skills for successWhat are some of the biggest content marketing skills gaps today? How are organizations filling them?

40

Q#Content2017

Managing the content tech stack41Marketing 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.


41

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

Q#Content2017

The ROI question43Align 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.


43

The ROI question44What content marketing metrics have been the most successful for your clients?

How are they measuring the ROI from their content?

Q#Content2017

Vision 201745In 2017, content will be more:Buyer-centricStory-drivenVisualAnimatedUser-generatedVirtual or augmentedPersonalizedEmotionalWidely distributedAnd less trusted, if we dont do it right


Vision 201746Looking ahead to 2017, what practices or trends do you see emerging for content marketing?

Q#Content2017

Consideration: Better customer experiences through content marketing47

Leveraging video throughout the buyers journey48Tyler LessardCMOVidyardAisha GhumanSenior Channel and Regional Marketing ManagerP2 Energy Solutions

48

49

@P2Energy@Vidyard

50

@P2Energy@Vidyard

51

Leveraging your advocates for user-generated content52Jim WilliamsVP, MarketingInfluitiveDavin WilfridSr. Manager, Customer AdvocacyQuickbase

53Leveraging your advocates for user-generated content#Content2017

Engagement and enrichment: Intronis MSP Solutions54Vanessa PorterDirector of MarketingSnapAppAnne CampbellSenior Content StrategistIntronis

Intronis MSP SolutionsB2B data protection and security solutions55

100% channel-focused#Content2017

55

Our goals for interactive contentDatabase Enrichment56

Partner Engagement#Content2017

56

Database enrichment

57

#Content2017

57

Engagement

58

#Content2017

58

PromotionBlog postsCTAsSocial mediaDedicated resource centerEmail campaigns59

#Content2017

59

Thank you!60

aPrioris Uberflip Experience61Shannon DougallVP of MarketingUberflipSandy Turcotte-LimDirector of Advocate andContent MarketingaPrioriUberflip and the Content Experience

61

Shannon DougallVP of MarketingUberflipSandy Turcotte-LimDirector of Advocate and Content MarketingaPriori

62

But they still get thisBuyers expect this

An engaging, tailored and intuitive experienceA generic, static and alphabetized experience

63

WE NOW LIVE IN THE NETFLIX ERA

64

ORGANIZATIONS HAVENT EVOLVEDPoor Buyer ExperienceCumbersome ProcessesLack of Personalization

65

#

66

STATUS QUO

PAINFUL PROCESSESNOTSCALABLEHOMOGENOUS EXPERIENCELIMITED CONTENT ROI

67

EVOLVE & ADAPTBECOMEAGILESCALE YOUR CONTENTCUSTOMIZE EXPERIENCESGAINCONTROL

68

About aPriori

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

69

69

aPrioris marketing story

What were we dealing with?Small marketing team, few resources

Invested in content strategy, needed results

Syndication difficult to attribute70

70

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

71

72

Before

72

After73

73

How did we benefit?Increased engagement.74

74

Visitors are more engagedMore time spent on site:90% increase in pageviews first month after launch162% 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

75

75

Moving forwardTime to approach content differently:Recycling and creating less content

Using data to influence promotions

Segmenting content and breaking it down into easily digestible chunks76

76

TakeawaysUsing 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 converting77

77

Thank you!78

Break79

Decision: Your next steps80

Your next steps812017 headlines:Content marketing to evolve beyond lead gen, brandingWhat do you mean you dont know? Analytics everywhereContent Strategist: the first step to CMO? Email: still effective after all these years


81

Your next steps822017 headlines:Marketers to put static PDFs on life supportWhither the lead form?Brand newsrooms need more spaceMobile & app development: now more than ever


82

Your next steps83Whats the most actionable thing youve learned today that you will share with your team?

Q#Content2017

83

Closing remarks84

Thank you!85

Great research to shape your strategyCustomer experience: Creating value through transforming customer journeys. McKinsey & Company, No. 1, Winter 2016Expectations vs. Experience: The Good, The Bad, The Opportunity. Forrester, June 2016. B2B Content Marketing: 2017 Benchmarks, Budgets, and Trends - North America. Content Marketing Institute, 2016.From Promotion to Emotion: Connecting B2B Customers to Brands: CEB Marketing Leadership Council, 2013.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