AN EXPERIENCE WORTH RAVING ABOUTPAUL EVERETT, DIRECTOR, THE MARKETING PRACTICE

@TMPEverett

(ABOUT ME)

Working for… ...selling to

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A TRACK RECORD OF PREDICTIONS

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DECISION TIME FOR B2B BUSINESSES

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Marketing as a support resource for the business

Marketing as a strategic asset for the businessOR

Marketing objectives

Time horizon

Typical skill sets

Relationship with sales

Efficient delivery against campaign targets

Campaign to campaign / quarterly outlook

Marketing communication and project management

Responsive / supportive

(Joint) ownership of commercial targets and overall

ROMI

Shaping the market for the future & evolving programmes

over time

Blend of strategic and operational not limited to pure

marketing skills

Peer to peer

We need to break out from the marketing silo and do things that have an impact on the business and our customers

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BECOMING A STRATEGIC ASSET

TWO KINDS OF EXPERIENCE

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Customer experience(Do you know

what it’s like to be a customer of your business?)

Experiential marketing

(Doing things as a business that

are worth talking about)

EXPERIENCE: THE NEW BATTLEGROUNDFOR COMPETITIVE DIFFERENTIATION

Participants in activities such as tourism, extreme sports and recreational drug-use also tend to stress the importance of experience.

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EXPERIENTIAL MARKETING

“The internet is broken.” The Guardian, 15 August 2014

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“Is the internet full?” The Telegraph, 13 August 2014

WE HAVE FILLED THE INTERNET WITH INFOGRAPHICS“Can we fit one more in?...”

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WHERE DID IT ALL GO SO HORRIBLY WRONG?

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WHAT ARE THESE EXPERIENCES?

Something your business does that the audience can engage with

Rather than standalone content, which is just something that marketing creates

Do something that’s worth marketing, rather than creating ‘empty’ marketing

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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.

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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.

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STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.

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“It’s rather refreshing to see a big tech company actually do this kind of thing rather than just talk about it.”

STOP PRODUCING STUFF. START DOING THINGS AS A BUSINESS THAT ARE WORTH TALKING ABOUT.

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FINDING YOUR IDEA

Don’t get too caught up on joining the ‘outside-in’ bandwagon. What are you great at that customers love?

Sense check: The best ideas will need to involve people outside Marketing!

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FINDING YOUR IDEA

Before: Show, don’t tell

“Tell me and I forget. Teach me and I remember. Involve me and I learn.”

Now: Share, don’t show

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CUSTOMER EXPERIENCE IN B2B

WHY WILL CX BE THE NEXT BIG THING IN B2B?

Will our existing customers buy more

from us and re-sign the contract?

Are we serving customers in the most efficient way possible?

Are we creating raving fans as our best proof points and advocates?

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Does the experience of being our customer match up with our positioning and the story we’re telling in the market?

AN OPPORTUNITY FOR MARKETING TO LEAD

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3a – False partnership

• Marketing has minor role in lead generation strategy

• May have revenue responsibility, usually shared with sales.

• Limited or no control over customer experience, product development.

3b – True partnership

• Marketing has a significant role in lead generation strategy

• Has revenue responsibility that is usually shared with sales, but may also be a standalone target

• Significant or leadership role in managing customer experience, product development

1– Sales led

• Marketing supports sales with brand and lead gen activities

• Rarely has revenue responsibility, and that is usually shared with sales, not a standalone target

• Small role in growth strategy, product direction, etc.

2– Marketing led

• Marketing drives much or all of revenue

• Leads growth and lead generation strategies

Source: Econsultancy, The Reinvention of B2B Marketing, 2014

AN OPPORTUNITY FOR MARKETING TO LEAD

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Sales - led False partnership True partnership Marketing - led

Brand strategy & comms Brand strategy & comms New product innovation Brand strategy & comms

Sales support Sales support Brand strategy & comms New product innovation

Promotions Promotions Sales Support CX & lifecycle management

Customer research Customer research CX & lifecycle management Customer research

Digital innovation New product innovation Customer research Promotions

New product innovation CX & lifecycle management Promotions Channel Management

CX & lifecycle management Channel management Channel management Digital innovation

Channel management Digital innovation Digital innovation Sales support

Marketers Rank Their Greatest Impact on Growth

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Source: Econsultancy, The Reinvention of B2B Marketing, 2014

IT IS ALREADY HAPPENING

Led by organisations with a B2C heritage

Reflected in the rise of Account Based Marketing

Seeing it in new job roles and responsibilities

More programmes focused on customer lifecycle(and data quality!)

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FUNDAMENTAL BUILDING BLOCKS

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Desired position

Customer experience

Sell

Welcome

OptimiseUpsell

Renew

Personal motivations

Status

Career

Fun

Security

FUNDAMENTAL BUILDING BLOCKS

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Desired position

Customer experience

Sell

Welcome

OptimiseUpsell

Renew

Personal motivations

Status

Career

Fun

Security

A methodology and responsibility for gathering and acting on customer

experience insight

EXAMPLE IN PRACTICE

Positioning hypothesis: ‘making Finance easy’ is a potential position in the market

Customer research: it is an important factor, and ‘fun’ is a related attribute

Existing customer experience positives: concrete areas where we are already different

Existing customer experience negatives: where experience is a long way from positioning

Customer journey mapping: identify pain points & moments of truth with prioritised actions

Business actions: Internal change programme and employee engagement

Marketing actions:

• Messaging development for new positioning

• Customer lifecycle communications (moments of truth)

• Customer advocacy refresh

• Prospect and customer segmentation

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EXAMPLE IN PRACTICE

Benefits:

• Stand-out position attracts new business

• Customer retention and increased share of wallet

• Advocacy-powered customer growth

• Cost savings from process simplification

• Pride in customer satisfaction

Marketing as a strategic asset to the business!

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THE KEY CULTURAL TREND OF THE 21ST CENTURY?

STUFFOCATION - JAMES WALLMAN

“Instead of stuff, focus your energy, money and time on experiences.”

“Switch from the materialist mindset —so last century — and get on board with the key cultural trend of the 21st century: experientialism.”

“Instead of looking for status, happiness and meaning in material things, start getting them from experiences.”

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A FINAL QUESTION…

So what are you doing to help your customers find status, happiness and meaning?

If you can do that, they’ll stay with you for life.

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@TMPEverett

THANK YOU