how samsung designed and activated buyer journeys in their ... · personalization decision insight...
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1#MerkleDigital17@MerkleCRM
HowSamsungDesignedandActivatedBuyerJourneysintheirDigitalEcosystem
ASamsungCaseStudy
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YourSpeakers
VernonFongDirector,DigitalMarketing
RonParkVP,CustomerStrategy
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• ADifferentKindofPersona
• MappingouttheBuyerDecisionJourney
• ARoadmaptoBuildingouttheDigitalExperience
• ActivationandEnablement:Data,Test&Learn
• TheResults
ActivatingaB2BJourney
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CommercialTVs
DesktopMonitors
DesktopVirtualization
Smartphones Laptops SolidStateDrives
Tablets PrintersandMFPs
SamsungKnox
Healthcare Education Retail Government Finance Transportation Hospitality SamsungBusinessServicesTM
AboutSamsungBusiness
P RODUC T S & S E RV I C E S
I N DU S T R I E S S E RV ED
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INSIGHTS DELIVERYSEARCH
DISPLAY
SITE
SOCIAL
DM
LANDING
SEO SEM
CONTENT
PERSONALIZATION
DECISIONINSIGHT
SITEANALYTICS
SEARCHDATA
SOCIALDATA
MEDIAUSAGE
MQL/SQL
SALESINSIGHTS
FUNNELDATA “noman’sland”landthatisunoccupiedorisunderdisputebetweenparties
thatleaveitunoccupiedduetofearoruncertainty
Createsaccidentalexperience
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BUYERJOURNEYTranslatesinsightsinto
howtheexperiencemustworkforboththebuyer
&thebrand
INSIGHTS DELIVERYSEARCH
DISPLAY
SITE
SOCIAL
DM
LANDING
SEO SEM
CONTENT
PERSONALIZATION
DECISIONINSIGHT
SITEANALYTICS
SEARCHDATA
SOCIALDATA
MEDIAUSAGE
MQL/SQL
SALESINSIGHTS
FUNNELDATA
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ASamsungCaseStudy
BuildingtheSamsungBusinessBuyerJourney
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Samsung’sMarketingEvolution
insights strategy tactics enablement
PERSONAS JOURNEYs PLAYBOOKS ACTIVATION
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Achievement|Recognition|Legacy Preserving|Stability|PeaceofMind
DecisionmakersfallintotwoorientationswhenmakingITbusinessdecisions
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CommonGroundOverallpositioning,functionality,media&channelpriority,content&assetprioritization,offer&
incentive
TheCommonGround
Finance
Simple
Smartphone
AspirationalDecisionMaker
AwarenessPhase
Retail
PreventativeInfluencer
Complex
Tablet
ConsiderationPhase
INDUSTRY
PERSONA&ROLE
THEOCCASION
MultipleSituations
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Playbooks:TheJourneyHow-ToManual
Eachplaybookincludesfourcomponentsthat,together,providetheend-userhow-tomanualtoactivatethefuturestateexperience
TouchPointMap
ContentMatrix
MetricsMedia
InvestmentModel
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TransformingtheDigitalExperience&MarketingStack
TheRoadmap
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APeekintoSamsung
OurB2B.comwasguidedby
ourkeyprojectswithMerkle:
BuyerPersonas
BuyerDecisionJourney(BDJ)
PRE-AWARENESS AWARENESS INTEREST LEARN EVALUATE JUSTIFY CONVERT REPURCHASE
Buye
r Dec
isio
ning
Cont
ext
Needs / Expectations
Pain Points
Behavior
Stakeholders
Emot
ionan
d Re
actio
nof
the
Prim
ary P
erso
nas*
Expe
rienc
e Pl
anni
ng
Value
Pro
posit
ion
Message Weighting
Overall Market
Aspirational Achiever
Aspirational Hero
Preventative Trustee
UX FunctionalityRecommendations
Media & Channel Priority
Content & Asset Priority
Offer / Incentive
Busi
ness
Vie
w KPIs
Objective
Pers
onal
izat
ion
Enab
lers
Data
Progression Triggers
Technology
A new need arose. Which partners can solve this problem?
Which partners have the best solutions?
What else can I tell my team?
What else can my partner do for me?
Who are the leaders in the market?
Do these solutions meet my needs?
Who has the best solution based on the products they offer?
Is this the best overall value we can get?
Aspirational Achiever
Aspirational Hero
Preventative Trustee
The Buyer Decision Journey for Business Solutions
Audience InsightsProvides context to how to best engage with customers and prospects.
Experience PlanningPrioritizes functionality, content, offers and vehicle of delivery across the journey.
Business Context & Personalization EnablementCatalogs the business objectives, KPI’s and technical requirements across each phase.
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AudienceInsights
Buyerneeds/expectationsBuyerpainpointsSitebehavior&analysisPrimarypersonamindset
ExperiencePlanning
Media&channelpriorityContent&assetpriorityBusinesscampaignplanning
BusinessContext
KPIs/BusinessobjectivesDataenablementopportunitiesProgressiontriggersTechnologyroadmap
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Staticcontent,broadfocus
Fragmenteduserdata,impersonal
Productbasedselling
Builtonanrigidplatform
CURRENTEXPERIENCE
Dynamiccontent,targetedandrelevant
Datadriven,personalized
B2Bsolutionsandpartnerships
Flexibleplatform
FUTUREEXPERIENCE
TranslatedintoOurExperienceGoals
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BDJ2015
BDJ:Buyerpersonaandinsights
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2016
DevelopDMP/DOPstrategyandmodel
BDJ:Buyerpersonaandinsights
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2016
DevelopDMP/DOPstrategyandmodel
BDJ:Buyerpersonaandinsights
Aligntoleadscoringmodel
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2016
DevelopDMP/DOPstrategyandmodel
BDJ:Buyerpersonaandinsights
Aligntoleadscoringmodel
Adobe Eloqua SalesForce
Unifysystems
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Adobe Eloqua SalesForce
Unifysystems
2017 DevelopDMP/DOPstrategyandmodel
Aligntoleadscoringmodel
Createdesignandexperience
BDJ:Buyerpersonaandinsights
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Adobe Eloqua SalesForce
Unifysystems
2017
Aligntoleadscoringmodel
Implementwebsite,systemsandcontent
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.comContentActivation
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ContentSupplyChainScopeContent
• TooperationalizetheBDJ,andrelevantcontent,weneedtopreparebyestablishingafactory.
DemandCreationIntegratedContentStrategy
MQLsSystem&Metrics
Prod&Delivery
ContentCreation
ContentProcesses
DigitalContentStrategy
TechnologyToolsandWorkflow
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TheBDJleadtoaContentHierarchybriefwhichprovidedaframeworkforhowsitepersonalization contentshouldbeconsidered:
IllustratedBuyerJourneyAgainst.COMContentContent
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Data|Test|Learn
Activation– BringingittoLife
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JourneyActivationStartswithIntegrationsThatAllowTest&Learn
TestandLearni i
Repeat
insight insight
ActivationPlaybooks
Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase
B U Y E R D E C I S I O N J O U R N E Y
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PlatformIntegrationEnsuresSeamlessDelivery
PAIDEARNEDOWNED
User ThirdParty
EnrichedData
DynamicCallTracking
ChannelMarketingAttribution(WTB) Supportvia
Communities
PostpurchaseSupportContent
User ThirdParty
EnrichedData
insidesalescrm &marketing
digital
Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase
B U Y E R D E C I S I O N J O U R N E Y
3PD
3PD
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Analytics&BISystemsEnsureMeasurement&Accountability
BusinesstoBusiness
BuyersInfluencersCollaboratorsDistributors
SamsungCRM
Insights
SamsungBigDataSystems
LittleData(Research)
BITools
Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase
B U Y E R D E C I S I O N J O U R N E Y
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PARTNERS
OrganizationalAlignmentisRequiredtoCoordinateEfforts
SAMSUNGBusinessMarketing
DigitalMarketing
IT
Products
Sales
Brand&Creative
PaidMedia
Performance
Content&Social
Roles&Responsibilities
Process
Documentation
Objectives&KPIAlignment
Pre-Awareness Awareness Interest Learn Evaluate Justify Purchase Post-Purchase
B U Y E R D E C I S I O N J O U R N E Y
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TheImpactofBringingittoLife
TheResults
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GS7ActiveProductLaunchPreventative
Header:Stability&PeaceofMind
Sub-object:Reassurance,durability
OpenRate3.4x
CTR1.5x
CTOR46%+
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PlaybookResultstoDate
0.2 0.3 0.4 B1 0.5 B2 0.6 Interrupter 0.7 B3 0.8 1.1 B4 1.2 1.3 2.1 2.2
P RODUC T NURTUR E S T R EAM ENGAG EMENT R AT E SINTEREST
aspiratio
nal
preventative
EngagementRates
EngagementRates
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Q&A
ThankYou