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5 Things You Need to Know About Marketing-Driven Customer Experience

Listen here: bit.ly/CXwebinar_

Check out this quick, 15-minute webinar with Toby Murdock, CEO of Kapost, as he introduces five need-to-know facts from leading experts in customer experience, and what they mean for your marketing organization.

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5 Things You Need to Know About Marketing-Driven Customer Experience

  1. 1. 5 Things You Need to Know About Marketing-Driven Customer Experience Toby Murdock CEO & Co-Founder, Kapost
  2. 2. #1: Technology has broken the B2B customer experience.
  3. 3. Agency Marketing Agency Events Sales Advertising
  4. 4. Agency Marketing Agency Events Sales Advertising
  5. 5. Community Sales Webinars Email Video Success Team Blog Web Events Advertising Social PR Demand Gen Field Marketing Customer Marketing Corporate Com Product Marketing Agency
  6. 6. Community Sales Webinars Email Video Success Team Blog Web Events Advertising Social PR Demand Gen Field Marketing Customer Marketing Corporate Com Product Marketing Agency
  7. 7. Only 23% of B2B marketers claim to have a customer-centric—versus a channel- or product-centric— organizational structure. “Scale Your B2B Customer Obsession with a Go-to-Customer Strategy” Forrester Research, Inc., August 31, 2015
  8. 8. Organizational silos splinter the buying experience… B2B companies create jarring customer experiences when responsibility for engagement with a buyer flips from team to team: from digital marketing to demand generation to inside sales to field sales to service… With no single function accountable for creating a consistent experience across the life cycle, B2B firms end up delivering a disjointed collage of experiences. “Scale Your B2B Customer Obsession with a Go-to-Customer Strategy” Forrester Research, Inc., August 31, 2015
  9. 9. #2: It’s marketing’s job to fix and own the customer experience.
  10. 10. Over the next three to five years, 75% of marketers say they will be responsible for the end-to-end experience over the customer’s lifetime… Now there is more of a need for the articulation of an integrated, holistic approach [to customer experience] than before, simply because there are myriad channels and contact points… “The Rise of the Marketer: Driving Engagement, Experience and Revenue“ The Economist Intelligence Unit
  11. 11. 86% of senior-level marketers say that it’s absolutely critical or very important to create a cohesive customer journey. “2015 State of B2B Marketing” Salesforce.com, Inc.
  12. 12. Customer experience is the most pressing mandate for marketers, the top area of marketing technology investment in 2015, and it will lead innovation spending for 2016… A recent Gartner survey on the role of marketing in customer experience found that, by 2016, 89% of companies expect to compete mostly on the basis of customer experience, versus 36% four years ago. “Gartner Surveys Confirm Customer Experience Is the New Battlefield” Gartner, Inc., October 23, 2014
  13. 13. #3: The solution is consistency and content.
  14. 14. “While delight has a purpose in customer experience strategies, it will never move the needle like consistency.” “In Customer Experience, Consistency Is the New Delight” Gartner, Inc., July 30, 2015
  15. 15. 1.  Ensure that digital and physical experiences are consistent and reinforcing 2.  Invest in relevant content; repurpose it for physical or digital use And Laura Ramos, of Forrester, says: “Make Your B2B Marketing Thrive in the Age of the Customer” Forrester Research, Inc., September 11, 2015
  16. 16. #4: A superior customer experience generates results.
  17. 17. Satisfaction on customer journeys is 30% more predictive of overall customer satisfaction than measuring happiness for each individual interaction... “The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency” McKinsey & Company
  18. 18. ...and maximizing satisfaction with customer journeys has the potential to increase customer satisfaction by 20% and also to lift revenue by up to 15%. “The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency” McKinsey & Company
  19. 19. “The State of Customer Experience (CX)” Tempkin Group Companies that deliver a great CX see: •  5.2x more likely to drive a purchase •  86% increase in likely repurchases •  5.8x increase in “likely to recommend”
  20. 20. #5: You must address the broken customer experience—now.
  21. 21. Kapost aligns your people, content, and programs. Now. Today.
  22. 22. PR   Email   Social   Adver1sing   Video   Web   Blog   Webinars   Events   Community   Success  Team   Sales   Corporate   Com   Agency   Demand   Gen   Field   Marke1ng   Customer   Marke1ng   Product   Marke1ng  
  23. 23. All Rights Reserved Kapost © 2015 23 Workflow and Execution Plan CreateDistribute Analyze Localization Collaboration Ideas Initiatives Personas Content Strategy Sales Channel Distribution Multi-Channel Digital Distribution Results Content Scoring MQL 35 Insight-Based Planning Your Content Calendar Multi- Content Creation Content Catalog Internal Reach Metrics
  24. 24. Get Started Today Kapost powers B2B marketers to deliver a compelling, consistent customer experience by aligning content, people, and initiatives from first touch through sale to advocacy.
  • edithjruiz

    Feb. 6, 2016
  • AlesandraBlakeston

    Feb. 5, 2016

Listen here: bit.ly/CXwebinar_ Check out this quick, 15-minute webinar with Toby Murdock, CEO of Kapost, as he introduces five need-to-know facts from leading experts in customer experience, and what they mean for your marketing organization.

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