Welcome to. Ignite B2B: How to use personalisation in marketing to improve the customer experience.

Transcription

1 Welcome to Ignite B2B: How to use personalisation in marketing to improve the customer experience. Jenna Tiffany MCIM Founder & Strategy Director Let s get interactive! Download The B2B Marketing app

2 About me Straightforward digital marketing strategy

3 The connected customer

4 I don t know, it. 40,000 times a second 3.5 billion times a day Source: InternetLiveStats.com

5 300 hours of video uploaded every minute Source: Youtube

6 Every 60 seconds: 510,000 comments 293,000 statuses are updated 136,000 photos uploaded Source: The Social Skinny

7 Every 60 seconds: 350,000 tweets 500 million tweets a day Source: InternetLiveStats.com

8 95 million photos & videos per day Source: Hootsuite

9 Active monthly users: 106 million 3 million users share content weekly An average user spends 17 minutes monthly on Linkedin. Source: VentureBeat & Omnicore

10 269 billion a day 121 s a day in the inbox Half of the worlds population uses Set to grow to 319 billion a day by 2021 Source: Radicati, Statistics report

11 Impact

12 To use personalisation successfully. Define the strategy first

13 Strategy is there to help you A plan to achieving your goals & objectives

14 Where to start with personalisation?

15 Let s find out how many of you here today use personalisation Q1. Are you currently using personalisation in your marketing? Answer in the B2B Marketing app

16 Tip 1: Direction Where is your business heading?

17 Ad-hoc vs planned

18 Tip 2: Tactics How you re going to get there

19 Tactics without strategy is the noise before defeat. Sun Tzu (The Art of War)

20 Define the why before the how

21 Forget Shiny Shiny & focus on the basics

22 What can we learn from consumer brands that do well?

23 What does do well mean?

24 Tip 3: Data Use the data you have available

25 What is a SCV? A single customer view provides the ability to track a customer s entire journey across all channels in one single view. Jenna Tiffany (2017)

26 As an example

27 The unique identifier an address!

28 Purpose of marketing is to build relationships that then convert. Dave Chaffey (2017) jennatiffany

29 Data remains the biggest challenge but it doesn t have to be rocket science jennatiffany

30 For those of you that personalise marketing Q2. What content do you personalise in your s? Answer in the B2B Marketing app jennatiffany

31 Build a relationship beyond the first name Segmentation Purchase Behaviour Browsing behaviour

32 Example Features your week in numbers Company X Relevant to your business Weekly break down of activity, reducing the need to login

33 Example Website call back request Automated follow up Thank you Call back Info from call added to CRM If purchase made Sales team follow up if quote not complete via phone Lead kept warm

34 Example Recommended products: What does their transactional behaviour say about their interests? Are there other products/ services that may compliment their order?

35 Example Welcome journey is key Website Telephone F2F Meeting Personalise the experience

36 Example Download a guide Personalise the experience based on the information you collect E.g. if collect industry personalise content relevant to that industry sector or collection of industries Are there particular services or products you offer that are now more relevant?

37 Example 12,473,608 unique s sent 7.5% of customers made a booking in next 30 days

38 Example Online quote

39 Example Online Quote

40 Tip 4: Define Your Target audience jennatiffany

41 Trust is key

42 But once engaged don t lose it

43 Tip 5: Performance What does good look like? jennatiffany

44 What do you want your marketing to achieve?

45 Tools in the kit

46 Summary Top 5 tips on improving your marketing: 1. Direction 2. Tactics 3. Data 4. Target Audience 5. Performance

47 Straightforward marketing strategy