Grow Revenue with the Right Marketing Strategy
Laura RamosVP, Principal AnalystForrester Research@lauraramos
Matt ZilliSenior Director, Product MarketingMarketo@mattzilli
We know…Your Customer is Leading the Way
81% of consumers do
online research before making a
purchase. (GE Capital research)
74% of business buyers say buying online is more convenient. (Forrester)
Customer Expectations are High
ACQUIRE GROW DELIGHT
INBO
UND
ACCOUNT
BASEDPAIDMEDIA DIRECT
87% of people demand a
meaningful brand experience.
(Edelman Consulting)
More Customer Touchpoints than Ever
Page 6 #MKTGNATION
Source: Forrester NA Consumer Technographics Survey
To what extent do you trust the following types of advertising/promotion?
67% Recommendations from friends and family.21% Emails from companies or brands.19% Posts by companies or brands on social networking sites.14% Ads on websites.
Happy Customers, Virtuous Cycles
(Forrester)
In today’s world, marketing can never leave the side of the customer.
Grow Revenue with the Right Marketing Strategy
Laura RamosVP, Principal AnalystForrester Research@lauraramos
9© 2016 Forrester Research, Inc. Reproduction Prohibited
Source: Forrester’s North American Technographics® Online Benchmark Survey, Q3 2011, Base: 57,751 US online adults 18+Source: Forrester’s North American Consumer Technographics® Online Benchmark Survey (Part 1), 2015; Base: 61,222 US online adults 18+
Customers are always addressable
51%2011
62%2015
$103BDigital marketing spend by 2019
The stakes are higher than ever
Source: Forrester Research Digital Marketing Forecasts, 2014 To 2019 (US)
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What’s needed? Shift of mindset from campaign to context.
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Deliver experiences, not messaging
Connections
Touch-points
Experiences
Media
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Deliver experiences, not messaging
Connections
Touch-points
Experiences
Media
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It is not about filling the funnel.
What this means It is about engaging with customers throughout their
lifetimes.
ENGAGE
ASK
USE BUY
EXPLORE
DISCOVER
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1 : Moment
It’s about owning the momentCompare products
Find a retailernear me
Try out the features
Share my experiences
Buy accessories
Get service/help
Customer obsession is now your
bestcompetitive advantage.
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Three investment imperatives that focus on context to drive revenue growth
Transform CX through automation
Demonstrate the impact of action
on results
Turn big data into business insights
─ and action
$
$
Big data promises new insights discovery
38% spent more than $10M on data and analytics in 2014
Source: Forrester's Global Business Technographics® Data And Analytics Survey, 2015
65% using predictive analytics to optimize digital experiences
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Caterpillar and Deere prevent issues and help optimize equipment operations
From selling tractors to selling units of production
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Grow revenue through deeper customer insight turned to action› Evolve metrics and analytics from
operational to insight.
› Listen to and join customer conversations.
› Capture buyer information and tie it to understanding the customer’s context.
› Anticipate next-best offer or opportunity.
Better CX tops executive priorities
73% say “improving our customer experience” is a top priority
Only 18% regularly review CX status in business meetings
Source: Forrester's Business Technographics® Global Priorities And Journey Survey, 2014
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CX drives customer loyalty, spending Customer experience consistently correlates with loyalty measures in Forrester’s CX Index studies
Source: March 2014 “The Business Impact Of Customer Experience, 2014” Forrester report.
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Users provide insight into their space and design preferences
Interactive tools develop initial room designs
Personal consultations finalize plans and share how-tos
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Frictionless Anticipatory Immersive
Technology is an enabler of good customer experience
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Mayo Clinic: using mobile to help patients own their healthcare experience
Source: Mayo (http://www.mayoclinic.org/patient-visitor-guide/mayo-clinic-apps-for-patients)
“The new Patient app literally puts Mayo Clinic in your pocket
wherever you are.”
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Grow revenue via engaging experiences that span the customer life cycle› Move developing campaigns to designing
interactions.
› Leverage automation to communicate and engage at scale.
› Blend physical and virtual to more consistent experiences.
› Encompass the entire customer experience, not just marketing and sales.
Improve marketing execution with an eye toward growing revenue
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Put focus on customers, not operations
Source: “Use Marketing Dashboards To Uncover Customers' Behavior,” Forrester report.
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Business objectives drive KPI choice
Source: “Use Marketing Dashboards To Uncover Customers' Behavior,” Forrester report.
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Measure holistically, across the lifecycle› It’s not a volume game.
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Grow revenue via optimizing marketing execution across customer lifetime› Shift from measuring activity to measuring
outcomes that matter.
› Measure the value of the entire customer relationship, not just what they purchase.
› Take an account-centric focus when deal size and complexity create longer buying process.
Drive growth with strategy focused on context
BEFORE CONTEXT: AFTER CONTEXT:
• Campaigns• Targeting• Customer segmentation• Media schedules• Messages• Transactions• Product-centric
• Interactions• Engaging• Customer recognition• Customer moments• Utility• Value exchanges• Customer-centric
• Leads • Pipeline/closed deals
Thank You!
Laura RamosVP, Principal AnalystForrester Research@lauraramos
Matt ZilliSenior Director, Product MarketingMarketo@mattzilli