the new marketing stack: necessary tools from content marketing to marketing automation

@TwitterHandle • #intelcontent

The new marketing stackNecessary tools, from content marketing to marketing automation.

Scott LiewehrCEO, Digital Clarity Group

@sliewehr

@sliewehr • #intelcontent

The New Marketing Stack

The bar is higher than ever

Empowered consumers

The Impersonal Age

“A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…”

Customer Experience

The failure of a single interaction threatens a customer’s entire perception of a brand.

Who cares?

of consumers say they have switched business to a competitor due to poor customer experience

89%

of consumers say they will pay a premium for a great customer

experience

86%

customer

Of companies with “CX” initiatives: 2.3% have improved 69.2% remain the same 28.5% have gotten WORSE

Source: Forrester’s CX Index of 299 brands between Q1 and Q3 2015

@sliewehr | #NASSCOM_ILF

Overwhelming Over-automating Over-marketing (actually, you’re just too good!)

1. Overwhelming: Sometimes you come on just a little too strong.

NEWSFLASH: Your customers don’t want to engage with you…

…but they may want to buy from you

…and they will quickly disengage.

2. Over-automating:Automation isn’t always

a good thing

Automation: an Industrial Age concept

Agility, anyone?

With the right touch, here’s where automation can work…

Social Media Marketing

Proceed with caution

UNFOLLO

W

Listening Promoting Publishing Engaging Measuring

Have at itCautionSometimesAbsolutely notGo for it

Lead Nurturing

CRM and Email Management

CRM

Email: Where things start to get a little hairy

Email marketing

Content Marketing

Content curation

Planning

Talent finders

Natural Language Processing

Content Management

Marketing AutomationAugmentation

Analytics & Optimizers

3. Over-marketing:Yes, you’re just too

good sometimes

Source: James Chowning Davies’ “Toward a Theory of Revolution”, American Sociological Review, February 1962

J-Curve theory of revolution

Customer’s Perceived Experience – Customer’s Expected Experience

[the change in] Customer Satisfaction

We must evangelize internally

Time

Cus

tom

er E

xper

ienc

e Q

ualit

y

Improve today’sexperience

Transform theorganization

Sustain culturalchange

Customer-focused transformation

Avoid the fate of a Catfish

Catfish: Someone who pretends to be someone they’re not – using Facebook or other social media to create false identities.

- Urban Dictionary

The day of reckoning is coming

Get your processes in line (don’t overwhelm)

Get your tools in line (don’t over-automate)

Get your organization in line (so that you don’t over-market)

So…

@TwitterHandle • #intelcontent

Scott LiewehrCEODigital Clarity Group

@sliewehr • #intelcontent