Connect and engage across channels with the new customers Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important. Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed."
Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer. * Discover the technology and processes that allow marketers to remain relevant * Craft a personal, relevant, and accessible customer journey that engages the connected customer * Keep in touch throughout the customer's life cycle, both online and offline * Link digital goals and metrics to business objectives for a more relevant strategy Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.
LARS BIRKHOLM PETERSEN manages the Sitecore Business Optimization Services global team of consultants. He helps organizations connect the experience across the different channels their customers use. RON PERSON is Senior Consultant, Business Optimization, for Sitecore. He is the author of 26 books including Balanced Scorecards and Operational Dashboards with Microsoft Excel from Wiley. CHRISTOPHER NASH is Senior Consultant, Business Optimization, for Sitecore. He is an experience marketing specialist who advises customers about strategies and best practices for creating successful connected customer experiences.
Foreword Brian Solis ix Introduction xiii Chapter 1 The Customer Is in Control 1 Welcome to the Era of the Connected Customer 2 The Future 3 Trust as the New Currency 3 How Relevant Are You to Your Customers? 7 Data Is the Glue 8 The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer 8 Chapter 2 The New Marketing Mandate 9 Key Initiatives 9 Don t Boil the Ocean 14 Agile Approach for Marketing 14 Investing Where It s Needed 15 Breaking through the Biggest Barriers to Marketing Success 16 Chapter 3 Measuring Customer Experience Maturity 18 To Be Successful Takes People, Process, and Technology 19 Customer Experience Maturity Model 19 Three Phases in the Customer Experience Maturity Model 20 Stages in the Customer Experience Maturity Model 23 Mapping to Capabilities 30 Crawl,Walk, Run, Fly! 30 Next Steps: How Mature Is Your Organization? 32 Chapter 4 How Does Your Organization Compare? 33 The Time for Change Is Now 33 Biggest Barrier to Marketing Maturity 34 How Do You Compare to Your Industry? 35 How DoWe Measure Success? 38 How Does Your Top-Level Management Compare for Involvement with Digital Strategy? 39 How Do You Compare in Optimizing for Mobile Devices? 39 How Do You Compare in Using Segmented Email Campaigns? 40 How Do You Compare in Using Testing to Optimize Customer Experience? 40 How Do You Compare in Using Personalization to Be More Relevant? 41 How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing? 41 How Do You Compare to Organizations Using Marketing Automation? 41 How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points? 42 How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers? 42 Mapping People, Process, and Technology to the Customer Experience Maturity Model 43 Where Are Organizations Investing? 46 What Must You Do? 48 Chapter 5 Making It Happen! 54 What Barriers Are Preventing You from Maturing? 54 Steps to Successfully Improve Marketing 55 Common Barriers to Increasing Maturity and How to Break Through 62 Chapter 6 Stage 1 Initiate, and Stage 2 Radiate 66 The Initiate and Radiate Stages 66 Case Story: Chester Zoo 69 Marketing Is under Attack on Two Fronts 70 Process for Identifying Critical Content 75 Breaking Barriers 88 Moving to a Higher Level of Marketing 89 Knowing You Have Arrived 89 Chapter 7 Stage 3 Align 91 The Align Stage 91 Case Story: FK Distribution 93 Benefits of Aligning 95 What You Need to Do to Align 97 What You Need to Do to Measure Impact and Alignment 106 What You Need to Do with Experience Analytics 110 AdditionalWays to Increase Alignment 118 Breaking Barriers 119 Moving to a Higher Level of Marketing 120 Knowing You Have Arrived 120 Chapter 8 Stage 4 Optimize 122 The Optimize Stage 122 Case Story: QT Mutual Bank 124 Benefits 126 What You Need to Do 127 Breaking Barriers 149 Moving to a Higher Level of Marketing 150 How Do You Know You Are There? 152 Chapter 9 Stage 5 Nurture 153 The Nurture Stage 153 Case Story: QualityCare by LEO Pharma 155 Benefits of Nurturing 157 What You Need to Do to Nurture Customers 160 Breaking Barriers 167 Moving to a Higher Level 168 How Long Will It Take? 172 How Do You Know You Are There? 173 Chapter 10 Stage 6 Engage 176 The Engage Stage 176 Case Story: Australian Super 179 Benefits of Engage: The Single View of the Customer 181 What You Need to Do 183 Creating a Single View of Your Customer 187 Breaking Barriers 191 Moving to the Higher Level of Engage 193 How Do You Know You Are There? 195 Chapter 11 Stage 7 Lifetime Customers 198 The Lifetime Customers Stage 198 Amazon.com, an Example of Stage 7 Maturity 201 Benefits of Lifetime Customers 202 What You Need to Do to Capture Lifetime Customers 204 Breaking Barriers 213 Maintaining Lifetime Customers 214 How Do You Know You Are There? 218 Chapter 12 Growing Your Organization and Roles 220 To Win, You Need the Best Resources 220 Roles You Need on Your Team 220 Emerging Roles 225 Organizational Structure 227 The Innovation Team 228 Chapter 13 Selling to the Board 229 Realizing There Is a Gap 229 Undercover Approach 238 The Journey Toward Connected Customer Experiences 238 Appendix 239 About Sitecore 239 About Sitecore Business Optimization Services 239 About the Authors 241 Acknowledgments 243 Connect Websites 246 Index 247
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