Disrupting the Marketing Model with Journey Builder

Disrupting the Marketing Model with Journey

Builder

July 31st, 2014

#ETWEBINARS

Speakers

Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud

Matt Fleckenstein Vice President, Journey Management

ExactTarget Marketing Cloud

@dougpurcell @matflec

#ETWEBINARS

Digital Transformation Journey Management Organizational Alignment

Webinar Agenda

Market Trends

>50% Proliferation of Connected Customers

Decomposition of Customer Journey

Fragmentation of Marketing Tools 3

SNA

Mainframe

Terminal

LAN/WAN

Client

Server

LTE

Cloud

THOUSANDS

MILLIONS

50 BILLION Trend #1: Proliferation

CO

NN

EC

TED

DE

VIC

ES

Behind every is a customer. thing device

lead opportunity

app post

sales meeting

chat

CO

NN

EC

TED

CU

STO

ME

RS

Trend #1: Proliferation

Trend #1: Proliferation

Trend #2: Decomposition

Trend #2: Decomposition P

ER

CE

IVE

D C

US

TOM

ER

JO

UR

NE

YS

Trend #2: Decomposition A

CTU

AL

CU

STO

ME

R J

OU

RN

EY

S

Trend #3: Fragmentation

AUGUST 2011 ~100 COMPANIES

SEPTEMBER 2012 ~350 COMPANIES

JANUARY 2014 ~950 COMPANIES

MA

RK

ETI

NG

TE

CH

NO

LOG

IES

Trends vs. Mktg. Effectiveness & Customer Experience

MARKETING EFFECTIVENESS LOW HIGH

CU

STO

ME

R

EX

PE

RIE

NC

E

BROKEN

SEAMLESS

A Digital Transformation

Is your organization undergoing a formal digital transformation effort in 2014? (e.g., re-alignment of, or new investment in, technology & business models to more effectively engage digital consumers at every touchpoint in the customer experience lifecycle) Source: Altimeter Group Digital Transformation Survey, 2014

It’s all about the journey

Of customer interactions happen during a multi-event, multi-channel journey. Source: McKinsey Research: Customer Journey Transformation, September 2013

>50%

Significant Business impact

Journey-led transformations deliver impact across many key business metrics. More revenue, happier customers, at a lower cost. Source: McKinsey Research: Customer Journey Transformation, September 2013

Improve Customer Satisfaction

20%

Fuel Revenue Growth

10- 15%

Lower Cost to Serve

15- 20%

Engage Employees

20- 30%

But requires new ways of working

“Digital is faster. It has a more complexity. It’s more like agile software development.” Source: McKinsey & Company: Mastering Digital Marketing, June 2014

>50% Getting access to customer data

Working across organizational silos

Adopting a “test & learn” mindset

Base: 211 cross-channel marketing professionals at companies with $100-million or more in annual revenue Source: A commissioned study conducted by Forrester Consulting on behalf of ExactTarget

25%

24%

17%

35%

38%

40%

13%

28%

25%

33%

18%

29%

46%

13%

29%

33%

46%

4%

13%

33%

38%

13%

10%

10%

20%

20%

30%

30%

40%

50%

60%

Controlling marketing project budgets that are dependent on

Lack of knowledge of how to move beyond a single channel

Responding to customers in real-time

Managing campaign execution across multiple marketing

Proving results to the executive team to garner support and

Staffing marketing programs sufficiently

Automating repetitive marketing processes

Maintaining customer data quality across campaigns and/or

Coordination with internal groups or external agencies

Understanding customer interactions across channels

Organizing to allow for cooperation

“What are the top three greatest challenges you experience with your current cross channel marketing programs?”

[Responses included in top three challenges]

Level 4

Level 1

All respondents

Be Collaborative

Because if you don’t….

THE CONNECTED CUSTOMER

Engagement

Website

Search

Social

Other Sites

App

Customer Service

Media/ Promotions

Retail


Engagement

Website

Search

Social

Other Sites

App

Customer Service

Media/ Promotions

Retail

unknown


Engagement

Website

Search

Social

Other Sites

App

unknown known

Customer Service

Media/ Promotions

Retail

Connected Stores Connected

Call Center

Connected Associates

Connected Products

Connected Communities


Engagement

Website

Search

Social

Other Sites

App

unknown known connected

Customer Service

Media/ Promotions

Retail

Connected Devices

3 steps to building a journey

2

3

1 Map

Focus

Build

Building a Journey

Business Goals

Top 2-3 business objectives that are at the center of your customer relationships.!

Def

initi

ons

Aligning company goals with customer experience Company Centric

Moments (MTM)


What significant milestones your customers are planning for or experiencing right now?!

Def

initi

ons

Aligning company goals with customer experience Company Centric Customer Centric

Business Goals

Moments (MTM) Behaviors



What your customers are doing during key moments in their lives.!

Def

initi

ons


Business Goals

Business Goals Moments (MTM) Behaviors Connections



What your customers are doing during key moments in their lives.!

Ways consumers have opportunity to or prefer to interact with your brand or product: at home, online or out of home. !!Opportunities where your brand may influence consumer behavior. !

Def

initi

ons


Why “Map It”? •  Enables visualization of each interaction

across the lifecycle

•  Context of other interactions

•  Captures cause and effect

•  Allows for broad input from stakeholders

•  Creates a valuable corporate asset – the complete customer experience documented all in one place.

•  Identify GOALS

2

3

1 Map

Focus

Build

Building A Journey

You can’t boil the ocean, so don’t try

Channels

Campaign Goals

Lifecycle Stages

Walk thru the customer’s experience

Do you know who your Consumers

are? Do you know where they

are in their journey?

Are you driving an engagement strategy to move

them along that journey?

Are you able to measure the impact on your business goals?

For every journey, ask yourself:

Data Sources and Integration Process

Painpoints

Don’t forget technology & operations

Lifecycle Stages

Awareness Acquire On-board Engage Retain

Identify and engage with potential consumers by showcasing brand value at the right moment.

Goals

Example Customer Experience & Goals

Lifecycle Stages



Invite potential customers to connect and convert across multiple channels.

Goals


Lifecycle Stages




Make a good first impression, establish the relationship, train consumer behavior, learn about them. Let them learn about you.

Goals


Lifecycle Stages





Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely.

Goals


Lifecycle Stages


Identify and engage with potential consumers by showcasing brand value



Provide value that turns consumers into loyalists and brand enthusiasts. Be relevant. Be timely.

Give unengaged customers and former customers new reasons to engage.

Goals


Experience

Lifecycle Stages

Advertising

Partners, Groups, Corp.

Website

Paid Media

Facebook Ads & Content

Events & Sponsorships

Referrals

Search

Communities

Call Center

Social Sites & Blogs

Social Listening

Welcome Direct Mail

New Member Orientation: -educate & inform value -progressive profiling -influence online behavior -deepen engagement thru other channels

Newsletters

Brand/PR Communication

Post Visit: Confirmations, Receipts, Surveys

Pre Visit: Scheduling, Reminders, Information

Retargeting

Former Member Win-back

Testing & Optimization

IDENTITY MANAGEMENT: Preference center with guided entry points to manage personalized communication

xCHANNEL MESSAGING & NOTIFICATONS: Balance of standardized lifecycle automations with capability to easily target ad-hoc alerts

PERSONALIZATON & PREDCITIVE INTELLIGENCE: Smart content, real time recommendations based on prefs & behavior

Foundations

Direct Mail

Online Portal

Claims & Customer Serv.

Pro-Active Re-engage Drip for Low Engaged Members

Renewal Countdown

Example Customer Journey

Website Opt-in

Day of Visit: Alerts, Member Experience

Expired Policy Trigger

Print

Awareness Acquire On-board Retain

SMS Text to Join at Events

Engage

2

3

1 Map

Focus

Build

Building A Journey

Journey Builder is a customer journey management platform that enables companies to plan, personalize and optimize every interaction across the entire customer journey.

Journey Builder Overview

Maps

Chart & manage a customer’s entire journey

Interactions

Leverage x-channel touches to drive business goals

Analytics

Track & optimize goal performance over time

PLAN PERSONALIZE OPTIMIZE

Interactions Overview

TRIGGER EVENTS ACTIVITIES GOALS

Maps Overview

PLAN

PRIORITIZE

GUIDE

Analytics Overview

BY DAY

BY VERSION

BY PATH

Questions?

Doug Purcell Principal Business Consultant ExactTarget Marketing Cloud

Matt Fleckenstein Vice President, Journey Management

ExactTarget Marketing Cloud

@dougpurcell @matflec

Getting started

Unknown customers: (acquire) •  How well do you use each channel to grow your digital database?

Known customers: (lifecycle) •  How well do you leverage customer data to deliver 1:1 messaging in each stage of your

lifecycle?

1 We could do better

0 2 N/A We are doing this well This doesn’t really apply We do not do this well

0 1 2 1 1 0 0 0 0 0

n/a n/a n/a n/a n/a

0 1 1 1 0

Drive incremental revenue +1 purchase per customer/year Retention 50% renewal at t-60 days

2 purchases in 45 days BOTH Revenue & Retention

2 2 0 1 1 1 0 0 0 n/a

1 1

1 0 1 2 0

1 n/a 0

Experience Digital Marketing Like Never Before

Join the journey at Connections 2014—transforming customer interactions into exceptional brand experiences for your business

For one incredible week, the world’s best marketers come together to:

Explore emerging connected

technologies

Hear from the brightest innovators and biggest brands

Experience world-class education

and entertainment

exacttarget.com/connections

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Disrupting the Marketing Model with Journey Builder

Marketing

Transcript of Disrupting the Marketing Model with Journey Builder