BMA – Customers Experience Marketing

logo.pngInsightful event with an excellent speaker from SiriusDecisions addressed many questions local marketers have in the area of Customer Experience Marketing.

My biggest surprise: advocacy gamification works for b-to-b.  I thought gamification does not make sense in b-to-b, even if I did sign up for some of advocacy sites (out of my marketing curiosity and sense of “duty” to investigate what kind of approaches exist).   The data suggests it does.

Customer Experience Marketing includes all phases of customer experience.  In the traditional approach, the customer receives significant attention from a company up to the point of sale and on-boarding (stages 1, 2, and 3).  Then, the interaction exists only if customer needs support or has an issue (stage 4).  At the time of renewal, the company approaches the customer again (stage 5), even if the customer might have forgotten the vendor.

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Better approach is to integrate the customer experience across customer life cycle.  Ideally, somebody on C-level should have responsibility for “customer strategy.”

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Interesting: there are different functional approaches of organization post-sale activities.  Each of the organizational models have challenges, including the model where Customer Success and Customer Marketing functions exists.  In this case, alignment can become a challenge.

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Customer experience can be used as a competitive advantage.

Another interesting point: Customer Experience is often confused with User Experience.  SiriusDecisions start conversations about customer experience with a list of definitions.

SiriusPerspective: Having a clear and common set of definitions is a foundational
element for any function, especially one undergoing rapid growth and evolution.

Customer Experience:
The direct experience a prospect or customer has with your company and your brand. Ideally this is supported by multiple functions and coordinated by a central function.

Customer Marketing:
The contribution of the marketing function to developing engagement, loyalty, advocacy and retention in the customer base. Some companies include cross/upsell in this area.

Customer Success:
Team dedicated to post-sale customer engagement and retention.

Customer Loyalty:
The behavior of customers who are actively engaged with a company, product or service. Loyal customers are less vulnerable to competition.

Renewal:
A defined transaction to continue to buy.

Retention:
The ongoing process of delivering value and engagement in the post-sale lifecycle.

Customer Advocacy:
Combination of activities that help customers share experience with your brand, formally and informally. Tactics such as case studies, sales references, videos, social media, community posts, events, user groups, analyst relations, investor relations, media/PR support, etc.

Customer Advocate:
Customer who is willing to speak on your behalf, inside or outside their company, and via formal, informal and/or anonymous channels.

Customer Reference:
Customer who is willing to speak with a prospective buyer to support a sales cycle.

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A few practical points, which seem obvious, but not always used by marketers:

  • “When you do journey mapping, please invite your customers…”
  • Customer Advocacy employees should not carry a quota
  • Understand your audience/persona: if you are working with Millenials, you have better luck with charitable donations as an incentive
  • Some of B-to-B gamification challenges:
    • blog about…
    • post on LinkedIn about…
  • “Take you finance person to lunch; they will know how to find data you need…”

B-to-B gamification (Bombar is using Influitive)influitive.png

The data suggest that the activity not only influences engagement metrics, but has direct impact on lead generation.

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ADP – referral is now #1 source of demand generation.  Wow.

Another company example: challenge completion correlates with bookings (no lag), and estimated to be responsible for 2% of bookings over 12 months period with $800,000 revenue.

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