New Requirements for Optimizing Your Modern B2B Customer Experience
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The document discusses strategies for optimizing B2B customer experience, emphasizing personalization and the importance of having a well-structured digital experience. Key points include the need for businesses to understand their customer journey, set appropriate success metrics, and utilize tools like Acquia Lift to enhance personalization efforts. The goal is to empower marketing teams with data-driven insights to create effective, personalized campaigns that improve engagement and conversions.
New Requirements for Optimizing Your Modern B2B Customer Experience
- 1. The New Requirements for Optimizing Your Modern B2B Customer Experience September 19, 2019
- 2. Speakers Katie Staveley VP of Marketing, Mautic Meagan White Director of Marketing Programs, Acquia
- 3. We provide the world’s most ambitious brands with technology that allows them to embrace innovation and create customer moments that matter. At Acquia, we believe in the power of community — giving our customers the freedom to build tomorrow on their terms. THE OPEN SOURCE DIGITALEXPERIENCE COMPANY WHO WE ARE 94% Customer Satisfaction Rating Leveraging Drupal, the Largest Open Source Community 4,000+ Customers, including 1,800 Enterprises 30+ Fortune 100 Customers 900+ Employees Global Partner Program GDPR Ready 90% Expansion of R&D
- 4. ● How to optimize your personalized customer experience ● Setting up your teams for success ● Transitioning to omnichannel ● The right metrics to measure to ensure success in your modern CX ● How Acquia Lift in conjunction with Mautic makes executing personalized campaigns easier than ever In this webinar, we'll cover:
- 6. 6 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions The ROI of Personalization “Demand-gen strategy that includes persona-based personalization and customization yields 2x the average sales pipeline.“ - SiriusDecisions •Engages buyers earlier and more effectively •Focuses messaging, increases precision of targeting •Creates shared understanding among marketing, sales, and product •Improves sales productivity
- 7. 7 © 2018 SiriusDecisions. All Rights Reserved @siriusdecisions State of Personalization Organizations are starting to view personalization as more than a buzzword, with investments and importance increasing over the next 12 months. Personalization Use Source: SiriusDecisions 2017 Personalization Study 46%Sales 71% Marketing Future Spend 49%plan on increasing their spend “greatly” or “significantly” Activities Pilot Program • Social Media Marketing • Email • Direct Mail Full Program • Web Site • Online Advertising • Landing Page
- 9. Start with the End in Mind Reverse engineer your strategy based on your business objectives ● Know your personalization goals ● Work with your department leads to understand critical contact fields, types, and labels ● Do your homework - evaluate the data: what do you have today and what do you need to start collecting? ● Crawl-Walk-Run - start slow and build up ● Evaluate on a regular basis
- 10. 10 ©2018 Acquia Inc. — Confidential and Proprietary CRAWL Activate low-hanging fruit ● Start immediately ● Low effort ● Fast results WALK Build on the foundation ● Expanded content ● Larger dataset ● Medium to high effort RUN Complexity that delivers high impact ● Extensive content library ● Highly targeted segments ● Sophisticated journey and rules A 3 Step Approach to Personalization Success
- 11. Geolocation Marketing Campaigns Visit Frequency Browsing Behavior Pages Viewed Known Information Device/System Completed Events CRM Integration Cross-Channel Behavior Combination of Above CRAWLWALKRUN
- 13. INVEST IN THE RIGHT TYPE OF CONTENT of B2B buyers rely on content to make buying decisions 51% want input from industry thought leaders 96% are looking for case studies view three to five pieces of content before talking to a salesperson 73% 47% - DemandGen Report
- 14. Perform a content audit What content do you have and for who? What’s missing? – By persona, topic, stage, asset type, value prop etc – Is it still relevant? – Can it be refreshed? – Can it be repurposed into different types for consumption?
- 15. VP eCommerce eCommerce Merchandiser Agency CEO Digital Marketing User Site Builder IT Buyer VP of Digital Services, VP of Digital Platforms, VP of Digital Ops, CIO, CTO, VP of MarTech etc. Site Admin Front-End Developer Back-End Developer Site Architect DECISION MAKERS Digital Marketing Buyer Chief Digital Officer, VP of Digital, Director of Digital, etc. Agency CTO BUILDERS MAINTAINERS Establish your personas
- 16. ©2016 Acquia Inc. — Confidential and Proprietary What kind of content should you create? Understand the types of content you will need to support visitors across the buyer’s journey eBook Blog Video How-to Educational webinar Infographic Awareness ConversionEvaluation FAQ Product webinar Analyst / 3rd party review Datasheet Case study Buyer guide Technical Whitepaper Demo Trial Consultation ROI calculator Customer kits Customer reviews User manuals Top of funnel Awareness / Education Middle of funnel Evaluation / Consideration Bottom of funnel Conversion / Purchase
- 17. ©2017 Acquia Inc. — Confidential and Proprietary©2016 Acquia Inc. — Confidential and Proprietary©2017 Acquia Inc. — Confidential and Proprietary Goal: Empower Marketing team to take control of website and look at website’s role in marketing ecosystem Solution: Built new site in Drupal 8 leveraging Acquia Lift to personalize Workfront’s marketing efforts across platforms. The Result: - 21% increase in MQLs from targeted audiences - 24% increase in content consumed per visit - 30% increase in time on site - 32% drop in bounce rate - 73% decrease in site load time Replatforming with Personalization Top of Mind
- 18. INVEST IN THE FUNDAMENTALS OF YOUR CX Make sure that the fundamentals of your customer experience are on point. Visit www.acquia.com/cx ACTION: Customers want a digital customer experience that’s reliable, easy to navigate, convenient, and personalized. They should be able to find the information they’re looking for easily, then be able to seamlessly navigate from browsing to purchasing or conversion. will quit a brand after a bad interaction. strongly agree that brand engagements need to be convenient. say brands are behind the times with customers – online and off.
- 19. ©2017 Acquia Inc. — Confidential and Proprietary – Demand gen, web, and PR working together to build a global thought leadership-driven campaign – Global survey among 5,504 respondents consisting of: – 5,003 consumers – 501 marketers – Findings of the research repurposed into consumable content types and promoted through multiple channels – Personalized experience based on geo at www.acquia.com/cx leveraging Acquia Lift – Results: – Nearly 10K+ page views, decreased bounce rate by 9%, increased time on page by more than a minute Closing the CX Gap: Customer Experience Trends Report 2019 VISIT acquia.com/CX
- 21. Set the Success Metrics 1. Soft Metrics (aka Vanity Metrics): Improved User Experience a. Ex: brand experience, engagement, time on site, bounce rate, click-thrus, downloads 2. Hard Metrics: Improved Conversions a. Ex: lead generation, conversion, sales, event completes, products/services purchased 3. Information Gathering: Anonymous to Known a. Ex: unique identifiers, customer vs. non-customer, location, product interests
- 22. SiriusPerspective: @siriusdecisions 22 © 2018 SiriusDecisions. All Rights Reserved Return: Metrics and Measurement The SiriusDecisions Metrics Spectrum characterizes marketing metrics in classes that together provide a comprehensive picture of personalization program measurement. Counts of actions taken •Clicks •Visits •Bounce rates Activity Quantifies the direct results of actions •Inquiries •MQLs •SQLs Output Describes effects against business goals •Revenue •Market share •Profit Impact Preparedness to perform •Database size/reach •Content audit •Segmentation Readiness Class Measure Description
- 23. Three Types of Data Collection – Device Type – Operating System – Geolocation – New/Returning Visitor – Time/Date of Visit – Marketing Campaign referrals (UTM) – Pages viewed – Time on site – Visited X page – Viewed page X times – Clicked on X content – Downloaded X asset – Product purchased (customer) BASELINE ACTIVITY – Funnel stage – Preferred content – Favorite product – Preferred channel – Visitor/buyer “type” BEHAVIORAL
- 24. ©2016 Acquia Inc. — Confidential and Proprietary What does it mean to be data-driven? Establish a data-driven culture Data-drivenness is about building tools, abilities, and, most crucially, a culture that acts on data. A data-driven organization has a improvement mindset and continually tests. Data-driven organizations: – Collect data – Have open data access – Analyze data to understand why outcomes occurred
- 25. Set your team up for success
- 26. 2019 MarTech Landscape A whopping 7040 SOLUTIONS! Another year of 3% YoY growth – over 200 new solutions added – 41% increase since 2017 More technology = more complexity
- 27. Characteristics of Open Technology No limits to basic needs – Native functionality built for business users – Access for all the users you need – Ingest any amount and type of data Free movement of data – Move through your systems freely – Enables better personalization – Own your data: access to all of it, not just some Flexibility – Supports simple and sophisticated – Enhancements that can easily be switched on or off – Allows you to test, iterate, succeed, repeat
- 28. Symptoms & Side Effects ● Inefficient data sharing ● Data collisions ● Resistant to change (rigid, inflexible) ○ High likelihood of downtime ○ Slowed performance ○ Saps your team’s energy and time ● Individual sport vs team sport ● Difficult to truly personalize the experience Worst of all: You have to adapt and compromise to work with the technology, rather than having the technology work to support you - your workflows, team, process, and strategy. Beware of Frankenstack Dangers of a disconnected toolset (and team)
- 29. Acquia can help businesses at any stage of their digital maturity or personalization strategy on the path to better customer experiences Acquia’s Solutions for Marketers
- 30. 3 2 1 Personalized Content Deliver personalized content to both known and unknown visitors in real-time Campaign Management Easily track and manage all your cross-channel campaigns Segment Builder Segment your visitors based on a variety of criteria in order to deliver targeted campaigns 4 Campaign Builder Quickly create and schedule A/B/n tests and targeted personalization campaigns 5 Analytics Make data driven decisions based on visitor behavior Improve customer engagement by delivering a personalized experience Acquia for Marketers
- 31. Acquia Journey Connects to any disparate systems and touchpoints to orchestrate advanced DXP use cases Acquia Profile Manager Collect data to build unified user profiles and segment visitors based on unique characteristics Acquia Lift Personalize website content to drive engagement, conversions, and loyalty Acquia’s Solutions for Marketers Mautic Multi-channel campaign automation for web, email, mobile, text
- 32. ICYMI: Parts 1 and 2 of this Webinar Series Part 1: New Requirements for Building a B2B Customer Experience www.acquia.com/resources/webinars Don’t worry if you missed the first 2 sessions! Catch up on-demand: Part 2: New Requirements for Personalizing Your B2B Customer Experience
- 33. November 11-13 Hyatt Regency New Orleans New Orleans, LA Promo Code: GETENGAGED *Discount is for $200 off ticketed price. Discount code not to be combined with other offers. Valid for existing customers & those evaluating Acquia; not valid for partners. JOIN US!
- 34. Thank you for joining! Questions?