The Art Of Conversational Marketing

PRESENTED BY!

#C2C14!

The Art and Science of !Conversation Marketing!

Sunghea Shoener Director, Software Group Demand Programs – IBM North America

© 2014 IBM Corporation

Knowing their customers is top of mind for CMOs!

Our survey of over 4,000 C-suite executives revealed that 64% of CMOs want to

approach customers as individuals but recognize that digital is going to replace face

to face as the dominant sales channel in the next 3-5 years.

Source: IBM CxO Study, Released October 8, 2013


Providing a personalized experience pays off !

Today, buyers progress 60% of the way down the purchase path before they reach out for live help

95% of recent purchasers said the solution provider they chose provided them with ample content to navigate through each stage of the buying process

66% of recent purchasers said that consistent and relevant communication provided by both sales and marketing organizations was a key influence in choosing that company

Source: Forrester’s Rethink Marketing in the Buyer’s Context by Sheryl Pattek, 21 Feb 2013. LITS – UBM Nurture Program presentation, 2 Nov 2012.


When companies know their clients and act uniquely and authentically, they create:!

Outstanding experiences are consistent with who a

business is. They reflect the business’ purpose, values and culture, and are based on what differentiates them.

An experience is more than a business doing something

to a client. It is a specific, designed interaction that has

mental and emotional impacts on clients, which define their relationships with businesses over the

course of a lifetime.

Great experiences connect with

clients and help them realize their

ambitions—individually and as representatives of

their company.

Client Experiences Differentiated


•  blueprint for client engagement for a specific solution or audience

•  complete and relevant brand story to the right audience

•  links to offers, assets and media to progress the conversation

•  built on current in-market customer intelligence and insight at each stage of the buying journey

•  common reference point for both Marketing and Sales enabling a consistent and fluid conversation with audience

•  flexible to reflect any learnings on changing audience, competitive or solution landscape

Introducing Conversation Marketing


How this is different!

ü Looking from the inside out

ü Reac-ng to customer needs

ü Creating a one-‐size-‐fits-‐all experience

+ Looking outside in, trying to understand the individual customer in real time

+ Proactively anticipating customer needs and

serving up the personalized experience they are expecting

+ Shepherding the customer through a

consistent, compelling experience, bridging both marketing and sales funnel

Tradi-onal B2B Marke-ng

Conversation-based B2B Marketing


The Building Blocks of Conversation Marketing!

1. The Insights Market and audience information gathered from personas, search, social listening, sellers interviews and buyer research. Serves as the foundation for all subsequent conversation map components.

2. Triggers and Pain Points The issues on the audience’s mind (could include pain points, thoughts, observations, etc.), as identified from The Insights, mapped across the buying journey.

3. The Dialogue Depicts the flow of the Triggers and Pain Points and the corresponding IBM messaging across the buying journey. Organizes messages by “create” and “capture” demand where relevant. Also summarizes the intended marketing experience at each stage by audience.

4. The Offers Shows the offers IBM should use to facilitate The Dialogue at each stage of the buying journey, in an easy-to-read format that showcases HERO assets and distinguishes IBM content from third-party content.

5. The Tactics Sequentially shows tactics that should be used to put The Offers into market across the buying journey. It is detailed and actionable, and segmented by account type.


Today’s Case Study: !IBM Smarter Cities - Public Safety !


Search volume & language

Social listening

Seller insights

Building Block 1: The Insights!


Building Block 1: The Insights!

© 2014 IBM Corporation Example from Smarter Cities conversation marketing exercise for illustrative purposes only.

Building Block 2: Triggers & Pain Points!

Identify questions that audiences is most likely to ask throughout each stage of buyer’s journey – in their own words

LEARN:"I have a problem.

Something needs to change."

LEARN: The reduction of crime and violence in my city

is a top priority.

Chief of Police


SOLVE:"How should I solve my

problem? Help me with a roadmap."

SOLVE: How can I use data and

analytics to prevent crime before it occurs?


Chief of Police

Identify questions that audiences is most likely to ask throughout each stage of

buyer’s journey – in their own words

Example from Smarter Cities conversation marketing exercise for illustrative purposes only.


COMPARE:"Am I solving the problem

in the right way?"

COMPARE: What is IBM’s track record for this solution and why should I go with them?

Chief of Police





PURCHASE:"Help me build the

business case."

PURCHASE: What type of value and

ROI can I expect?

Chief of Police





Building Block 3: The Dialogue!

Journey Stages

Client Pain Point Connectors illustrate flow of

conversation IBM’s response to the pain point (the

‘Value’ or ‘So What’)



Building Block 3: Example of The Dialogue!

Chief of Police

Trigger: The reduction of crime and violence in my city is a top priority.

Message: Cities can leverage crime prediction and prevention analytics to reduce crime and violence in their city.

Trigger: How can I use data and analytics to prevent crime before it occurs?

Message: Predictive analytics allow for modeling and risk scoring that allows public safety agencies to identify patterns and casual factors and better predict when and where crimes will occur, based on historical crime data and other trigger events.

Trigger: What is IBM’s track record for this solution and why should I go with them?

Message: IBM has a proven track record of defining the vision for Smarter Cities. Learn more about IBM’s global experience in city engagements through our case studies.

COMPARE

Trigger: What type of value and ROI can I expect?

Message: Over 90 % of customers achieved a positive ROI and saw an increase in productivity to the IBM analytics solution. The study, The Value of SPS, validates ROI for many of the improvements in public safety capabilities delivered, including reduced criminal justice system costs, victim impact and positive societal benefits, in addition to Agency financial benefits.

PURCHASE

L E A R N

SOLVE



Building Block 4: The Offers!

Offer formats specific to target audience

Identify gaps for content development

Hero offer to best communicate message


Predictive analytics allow for modeling and risk scoring that allows public safety agencies to identify patterns and casual factors and better predict when and where crimes will occur, based on historical crime data and other trigger events.

SOLVE

Building Block 4: Example of The Offers!!

Cities can leverage crime prediction and prevention analytics to reduce crime and violence in their city.

LEARN

SMARTER PUBLIC SAFETY: ENABLING AND ENHANCING CRIME-FIGHTING CAPABILITIES (Frost & Sullivan white paper, 2012)

Smarter Public Safety (video)

Analytics Solutions for Public Safety (webcast)

Intelligent Law Enforcement (Solution Brief)

Crime Prediction and Prevention from IBM (Solution Brief)


SOLVE


Earned Media Organically generated

Paid Media Owned Media Traditional Advertising/ Demand Generation

Corporate Properties

Distribute and Optimize Quality

Engagement Through Preferred Channels

Direct email, ibm.com, SMEs on

owned social channels

Content syndication, paid media

banners, co-hosted events

Post-event commentary, social debate

series

Building Block 5: The Tactics!


Paid: Content syndica.on of hero asset

Paid: Paid media banners to event registra.on

Owned: Direct email invita.on

Paid: Co-‐hosted 3rd party event Owned: Broadcast on .com and owned social channels

Earned: Social debate series

Building Block 5: The Tactics!

Mapping and connecting the chosen tactics,

forming the intended customer

journey to help foster progression in our execution by

suggesting next ‘best offer’


.

.

.

On-going Learning: Asset Transformation!

BEFORE: Launch hero asset

in market

DURING: Monitor audience info

consumption behavior using available technology and

analytics

AFTER: Redeploy hero asset in new

formats to align with audience preferences

Slideshare

White paper Info-

graphic

Conversation Marketing

Leverage learnings from Conversation Marketing to transform existing content into new formats that fit needs of target audience


Response Characteristics

Call Center (LDRs)

Timing

Key differentiators of advanced response scoring:

§  Broader set of input attributes §  Focus on response to win conversion §  Advanced understanding of B2B buyer behavior §  Highlight response quality to Lead Development Reps

Custom Nurture

Self- Nurture

Interactions Offers …

Responder Attributes

Job Role Interactions

…

Account Information

Industry Historical Revenue

… …

Score

Recency Frequency

Strategic Threshold

No Yes

Continuously Evolving: Advanced Response Scoring!!


Our Guiding Methodology of Going to Market: !To Provide Differentiated Client Experience!

A dynamic process that will allow us to stay competitive:

• See where and how our customers are engaging in the customer journey

• Who they are by what content they interact with

• Where our content falls short

• Keeps sales and marketing aligned

Region level

Demand Program

Execution

WW Asset Creation

Content Support Media briefs

Field/Sales Enablement

Social Ac-vity

Digital Experience

Conversation Map

The Art Of Conversational Marketing

Marketing

Transcript of The Art Of Conversational Marketing