grow revenue with the right marketing strategy

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

#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


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)


What’s needed? Shift of mindset from campaign to context.

© 2016 Forrester Research, Inc. Reproduction Prohibited 12

Deliver experiences, not messaging

Connections

Touch-points

Experiences

Media


Deliver experiences, not messaging

Connections

Touch-points

Experiences

Media


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


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.


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


Caterpillar and Deere prevent issues and help optimize equipment operations

From selling tractors to selling units of production


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


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.


Users provide insight into their space and design preferences

Interactive tools develop initial room designs

Personal consultations finalize plans and share how-tos


Frictionless Anticipatory Immersive

Technology is an enabler of good customer experience


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.”


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


Put focus on customers, not operations

Source: “Use Marketing Dashboards To Uncover Customers' Behavior,” Forrester report.


Business objectives drive KPI choice

Source: “Use Marketing Dashboards To Uncover Customers' Behavior,” Forrester report.


Measure holistically, across the lifecycle› It’s not a volume game.


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!


Matt ZilliSenior Director, Product MarketingMarketo@mattzilli