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Boost Customer Experience with Marketing Orchestration

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11 B2B Content Ideas to Fuel your Marketing (with Examples)

Marketing orchestration is the process of bringing harmony between the many fronts of your marketing strategy.

Every once in a while, you should consider stepping back and looking at the magnitude of the engine you’ve created. For perspective, you can look at:

  • Dozens of tools that make up your martech stack
  • The army of ideators, content creators, and editors
  • Number of cross-functional teams all working together
  • Heaps upon heaps of customer and target audience data sets

It’s a miracle that modern marketing teams run smoothly. However, there is a method to the madness. It’s called marketing orchestration.

Then pause and picture a set of new graduates right off Fort Bragg. 

Notice the beauty of their equally paced strides and the resultant black boots in lockstep. 

Appreciate their flawless waves of motion and synchrony of thought.

 All this happening with harmonious symphonies of the band in the background.

Isn’t it beautiful?

This is the promise of marketing orchestration, and as this blog will show, it does wonders for your customer experience.

Just How Much Have Your Customers Changed Since 2010

What could possibly change in ten years? In the case of this past decade, well, everything.

You’d be surprised. 

The tastes, preferences, and tolerance of your customers look nothing like they did a decade ago.

What your consumers considered a positive experience back then is probably mediocre right now. And you can see these changes in how:

1. Your Current Customers Expect Personalization

Your customers nowadays don’t value personalization. If anything, they’re past that. Personalization is something they expect. 

71% of customers feel frustrated if a shopping experience isn’t personalized. 

However, the rise of silos, different marketing tools, and marketing channels make collecting data and personalization a nightmare.

2. Your Target Audience is Now On Different Platforms

In 2010, you’d be lucky to find half of your customers on Twitter. Nowadays, your customers are on Twitter and a dozen other platforms.

What makes it even harder is that your customers expect consistency as they move across these platforms.

You can’t say one thing on Facebook and another on Instagram. It’s hard to believe, but audiences notice even the slightest variations.

3. Your Customer Expect Flawless Cross Channel Experiences

Unlike 2010, your customers now live in the most convenient times in history. 

Look around and notice the 5G internet speeds, two-day Amazon deliveries, and one-click payments.

While you were reading that, a prospect of yours somewhere ordered pizza. It’ll be delivered a few minutes after you’re done with this piece.

Only one problem. Your target audience expects the same from your marketing strategy at any point in your customer journey.

That’s why browsers abandon pages that take more than 3 seconds to load.

With that in mind, moving from your IG page to your website should be flawless, taking as little time as possible. Subsequently, you need an efficient content creation process that delivers relevant content whenever your target audience needs it.

The Consequences, Silos Galore and What This Means

With these changes in customer expectations, marketers were forced to adapt to an ever-increasing number of complexities.

As a result, when you walk around your marketing organization, you’re likely to see:

1. A Bloated Stack of Martech Tools

It takes 78% of marketers more than 5 tools to execute, plan and run a marketing campaign. (Welcome & Sirkin Internal Study Jan 2021).

Modern marketers did what they did best to meet these customer demands, automating using the available technologies.

This has created so many incompatible tools held together by weak integrations in marketing teams it’s sad. As a result, your customers:

  • Get inconsistent outreach from different platforms
  • Repetitive outreach, e.g., sending a client two emails
  • Slower services when moving between endpoints

2. Team and Departmental Silos

For every critical aspect of customer experience, you probably have a team dedicated to just that. Often, you will have a:

  • Content creation team
  • Search Engine Optimization Team
  • Customer acquisition team

Oblivious to many, the more teams and team members you have, the harder it is to achieve synchrony.

 Think about it, would you rather have a choir of 10 members or one of a hundred members. This eventually leads to:

  • Unproductive and inefficient teams
  • Recurrence and repetition of tasks
  • A varying tone during customer outreach

3. Difficulty Measuring Progress

With the rise of multiple teams, channels, and marketing tools, everything blurs, and measuring progress becomes a nightmare.

84% of marketers say that demonstrating meaningful results is critical. (Welcome & Sirkin internal study, Jan 2021)

You’ve probably tried metrics and key performance indicators. However, even these strategies are no match for the disorganization of a fragmented marketing platform.

As a result, you may end up with:

  • Aspects of unpleasant customer experiences that are difficult to root out
  • Keeping expensive and ineffective CX strategies still running
  • Inability to respond effectively  to customer feedback

What Is Marketing Orchestration

Forrester defines marketing orchestration as a powerful tool in ABM and marketing. This tool focuses not on standalone campaigns but on optimizing a set of related cross-channel interactions that together make up an individualized customer experience.

If jargon isn’t your cup of tea, the term comes from the literal orchestra. Picture several individuals playing different instruments that blend to create a beautiful symphony and a wonderful experience.

That’s the closest you’ll ever get to a perfect explanation of the relationship between marketing orchestration and customer experience. 

This strategy aims to enable your team to deliver content, through the right channels, at the right time, and to the right person.

The Importance of Customer Experience, in Numbers

On the other side of marketing, customer experience is rising in essence like never before. Marketing was once about what you told people.

It then changed to what you showed people.

Nowadays, marketing is about how you make your clients feel, and that is customer experience at its finest.

A few CX statistics to put its importance in context include:

  • There is an 80% increase in revenue for businesses that decide to focus on customer experience
  • 73% of customers point to customer experience as an important factor in their purchasing decision.
  • 86% of customers are willing to pay more if it means getting a better customer experience
  • 89% of customers started doing business with a consumer after a poor customer experience.

Marketing Orchestration and Customer Experience: Where their Destinies Cross Paths

You’re probably wondering what your CX strategy has to do with your marketing orchestration strategy: short answer, everything.

Marketing orchestration and a positive customer experience are intertwined. Right now, it’s impossible to have one without the other.

The long answer involves the power of marketing orchestration to:

  • Coordinate the timing, message, and segmentation of your omnichannel marketing
  • Scalability and introduction of new channels into your CX strategy
  • Eliminating bottlenecks in the curation of personalized content
  • Leveraging AI for predictive decision-making.

Marketing Orchestration in Action: What To Expect Post Adopting Marketing Orchestration 

Marketing orchestration will make your customer experience strategies effective, efficient, and measurable. It will help break down your marketing from this gigantic mountain of complexity to a straightforward process even an intern can understand.

Some of the benefits of marketing orchestration that will eventually result in a better customer experience are:

1. Leveraging Data to Demonstrate Impact of Different Channels

Marketing orchestration will bring your trial and error days to an end and welcome you to an era of informed decision-making.

By ensuring symphony over different channels, you can now track the performance of different channels and even perform AB testing as far as CX is concerned.

Do your inbound SEO strategies bring in more leads than your PPC ads?

With marketing orchestration, you’ll have answers. This will enable you to make informed decisions on funding and improvement.

2. An Improved Customer Messaging Fit

Determining the relevance of a message to the circumstance of your target audience is one of the leading causes of sleepless nights in marketing.

However, marketing orchestration may have cracked the code.

Marketing orchestration enables you to collect and execute data on the preferences of your customers. It would help you answer:

  • What medium do my customers prefer?
  • What medium do my customers prefer at certain times?
  • What message will appeal to my customers at a future date?

 Through predictive analysis, your system is now better poised to determine the subject line, channel, time, and even tone of your personalized message leading to a better CX.

3. Segmentation of Your Multiple Marketing Channels

Marketing will help map out your entire customer experience from the perspective of marketing channels.

With a step-by-step understanding of how your customers interact with your channels, segmenting connected channels becomes easier.

You can apply this knowledge in sending:

  • Long-form content such as newsletters through email
  • Brief notifications through social media and direct messaging
  • Discounts and notifications in-app or through websites

This makes the repurposing of content and automation efficient since channels with a similar customer effect are grouped. 

4. Reducing Low-Level Stress and Anxiety Customers May Have In Their Journey

Your customers are constantly faced with a certain level of anxiety at each level of their customer journey. Some of the questions that fuel this anxiety include:

  • Is this product legitimate
  • Will I lose my money purchasing this product
  • Can I take this seller or website  at their word

Marketing orchestration allows you to lay these uncertainties to rest with the appropriate marketing channel.

Take buying something on Amazon, for example. Their orchestration may send you a text message to let you know that your order is confirmed.

They’ll then send you an email and an in-app message to tell you that you can track your product.

Don’t Know Where To Start: How About You Bring Everything Under A Single Dashboard.

Running different marketing tools can be a hassle. However, it doesn’t have to be this way.

Welcome offers a solution. 

Why not replace the dozens of tools with a single unified platform, and improve your customer experience while at it.

Welcome will bring all cross-functional aspects of your marketing strategy under a single dashboard.

From this dashboard, you can track progress, automate workflows, and communicate with your teams. Ready to give it a try? Get started with a free Welcome account today

 


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Why We Are Always ‘Clicking to Buy’, According to Psychologists

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Why We Are Always 'Clicking to Buy', According to Psychologists

Amazon pillows.

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A deeper dive into data, personalization and Copilots

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A deeper dive into data, personalization and Copilots

Salesforce launched a collection of new, generative AI-related products at Connections in Chicago this week. They included new Einstein Copilots for marketers and merchants and Einstein Personalization.

To better understand, not only the potential impact of the new products, but the evolving Salesforce architecture, we sat down with Bobby Jania, CMO, Marketing Cloud.

Dig deeper: Salesforce piles on the Einstein Copilots

Salesforce’s evolving architecture

It’s hard to deny that Salesforce likes coming up with new names for platforms and products (what happened to Customer 360?) and this can sometimes make the observer wonder if something is brand new, or old but with a brand new name. In particular, what exactly is Einstein 1 and how is it related to Salesforce Data Cloud?

“Data Cloud is built on the Einstein 1 platform,” Jania explained. “The Einstein 1 platform is our entire Salesforce platform and that includes products like Sales Cloud, Service Cloud — that it includes the original idea of Salesforce not just being in the cloud, but being multi-tenancy.”

Data Cloud — not an acquisition, of course — was built natively on that platform. It was the first product built on Hyperforce, Salesforce’s new cloud infrastructure architecture. “Since Data Cloud was on what we now call the Einstein 1 platform from Day One, it has always natively connected to, and been able to read anything in Sales Cloud, Service Cloud [and so on]. On top of that, we can now bring in, not only structured but unstructured data.”

That’s a significant progression from the position, several years ago, when Salesforce had stitched together a platform around various acquisitions (ExactTarget, for example) that didn’t necessarily talk to each other.

“At times, what we would do is have a kind of behind-the-scenes flow where data from one product could be moved into another product,” said Jania, “but in many of those cases the data would then be in both, whereas now the data is in Data Cloud. Tableau will run natively off Data Cloud; Commerce Cloud, Service Cloud, Marketing Cloud — they’re all going to the same operational customer profile.” They’re not copying the data from Data Cloud, Jania confirmed.

Another thing to know is tit’s possible for Salesforce customers to import their own datasets into Data Cloud. “We wanted to create a federated data model,” said Jania. “If you’re using Snowflake, for example, we more or less virtually sit on your data lake. The value we add is that we will look at all your data and help you form these operational customer profiles.”

Let’s learn more about Einstein Copilot

“Copilot means that I have an assistant with me in the tool where I need to be working that contextually knows what I am trying to do and helps me at every step of the process,” Jania said.

For marketers, this might begin with a campaign brief developed with Copilot’s assistance, the identification of an audience based on the brief, and then the development of email or other content. “What’s really cool is the idea of Einstein Studio where our customers will create actions [for Copilot] that we hadn’t even thought about.”

Here’s a key insight (back to nomenclature). We reported on Copilot for markets, Copilot for merchants, Copilot for shoppers. It turns out, however, that there is just one Copilot, Einstein Copilot, and these are use cases. “There’s just one Copilot, we just add these for a little clarity; we’re going to talk about marketing use cases, about shoppers’ use cases. These are actions for the marketing use cases we built out of the box; you can build your own.”

It’s surely going to take a little time for marketers to learn to work easily with Copilot. “There’s always time for adoption,” Jania agreed. “What is directly connected with this is, this is my ninth Connections and this one has the most hands-on training that I’ve seen since 2014 — and a lot of that is getting people using Data Cloud, using these tools rather than just being given a demo.”

What’s new about Einstein Personalization

Salesforce Einstein has been around since 2016 and many of the use cases seem to have involved personalization in various forms. What’s new?

“Einstein Personalization is a real-time decision engine and it’s going to choose next-best-action, next-best-offer. What is new is that it’s a service now that runs natively on top of Data Cloud.” A lot of real-time decision engines need their own set of data that might actually be a subset of data. “Einstein Personalization is going to look holistically at a customer and recommend a next-best-action that could be natively surfaced in Service Cloud, Sales Cloud or Marketing Cloud.”

Finally, trust

One feature of the presentations at Connections was the reassurance that, although public LLMs like ChatGPT could be selected for application to customer data, none of that data would be retained by the LLMs. Is this just a matter of written agreements? No, not just that, said Jania.

“In the Einstein Trust Layer, all of the data, when it connects to an LLM, runs through our gateway. If there was a prompt that had personally identifiable information — a credit card number, an email address — at a mimum, all that is stripped out. The LLMs do not store the output; we store the output for auditing back in Salesforce. Any output that comes back through our gateway is logged in our system; it runs through a toxicity model; and only at the end do we put PII data back into the answer. There are real pieces beyond a handshake that this data is safe.”

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Why The Sales Team Hates Your Leads (And How To Fix It)

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Why The Sales Team Hates Your Leads (And How To Fix It)

Why The Sales Team Hates Your Leads And How To

You ask the head of marketing how the team is doing and get a giant thumbs up. 👍

“Our MQLs are up!”

“Website conversion rates are at an all-time high!”

“Email click rates have never been this good!”

But when you ask the head of sales the same question, you get the response that echoes across sales desks worldwide — the leads from marketing suck. 

If you’re in this boat, you’re not alone. The issue of “leads from marketing suck” is a common situation in most organizations. In a HubSpot survey, only 9.1% of salespeople said leads they received from marketing were of very high quality.

Why do sales teams hate marketing-generated leads? And how can marketers help their sales peers fall in love with their leads? 

Let’s dive into the answers to these questions. Then, I’ll give you my secret lead gen kung-fu to ensure your sales team loves their marketing leads. 

Marketers Must Take Ownership

“I’ve hit the lead goal. If sales can’t close them, it’s their problem.”

How many times have you heard one of your marketers say something like this? When your teams are heavily siloed, it’s not hard to see how they get to this mindset — after all, if your marketing metrics look strong, they’ve done their part, right?

Not necessarily. 

The job of a marketer is not to drive traffic or even leads. The job of the marketer is to create messaging and offers that lead to revenue. Marketing is not a 100-meter sprint — it’s a relay race. The marketing team runs the first leg and hands the baton to sales to sprint to the finish.

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via GIPHY

To make leads valuable beyond the vanity metric of watching your MQLs tick up, you need to segment and nurture them. Screen the leads to see if they meet the parameters of your ideal customer profile. If yes, nurture them to find out how close their intent is to a sale. Only then should you pass the leads to sales. 

Lead Quality Control is a Bitter Pill that Works

Tighter quality control might reduce your overall MQLs. Still, it will ensure only the relevant leads go to sales, which is a win for your team and your organization.

This shift will require a mindset shift for your marketing team: instead of living and dying by the sheer number of MQLs, you need to create a collaborative culture between sales and marketing. Reinforce that “strong” marketing metrics that result in poor leads going to sales aren’t really strong at all.  

When you foster this culture of collaboration and accountability, it will be easier for the marketing team to receive feedback from sales about lead quality without getting defensive. 

Remember, the sales team is only holding marketing accountable so the entire organization can achieve the right results. It’s not sales vs marketing — it’s sales and marketing working together to get a great result. Nothing more, nothing less. 

We’ve identified the problem and where we need to go. So, how you do you get there?

Fix #1: Focus On High ROI Marketing Activities First

What is more valuable to you:

  • One more blog post for a few more views? 
  • One great review that prospective buyers strongly relate to?

Hopefully, you’ll choose the latter. After all, talking to customers and getting a solid testimonial can help your sales team close leads today.  Current customers talking about their previous issues, the other solutions they tried, why they chose you, and the results you helped them achieve is marketing gold.

On the other hand, even the best blog content will take months to gain enough traction to impact your revenue.

Still, many marketers who say they want to prioritize customer reviews focus all their efforts on blog content and other “top of the funnel” (Awareness, Acquisition, and Activation) efforts. 

The bottom half of the growth marketing funnel (Retention, Reputation, and Revenue) often gets ignored, even though it’s where you’ll find some of the highest ROI activities.

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Most marketers know retaining a customer is easier than acquiring a new one. But knowing this and working with sales on retention and account expansion are two different things. 

When you start focusing on retention, upselling, and expansion, your entire organization will feel it, from sales to customer success. These happier customers will increase your average account value and drive awareness through strong word of mouth, giving you one heck of a win/win.

Winning the Retention, Reputation, and Referral game also helps feed your Awareness, Acquisition, and Activation activities:

  • Increasing customer retention means more dollars stay within your organization to help achieve revenue goals and fund lead gen initiatives.
  • A fully functioning referral system lowers your customer acquisition cost (CAC) because these leads are already warm coming in the door.
  • Case studies and reviews are powerful marketing assets for lead gen and nurture activities as they demonstrate how you’ve solved identical issues for other companies.

Remember that the bottom half of your marketing and sales funnel is just as important as the top half. After all, there’s no point pouring leads into a leaky funnel. Instead, you want to build a frictionless, powerful growth engine that brings in the right leads, nurtures them into customers, and then delights those customers to the point that they can’t help but rave about you.

So, build a strong foundation and start from the bottom up. You’ll find a better return on your investment. 

Fix #2: Join Sales Calls to Better Understand Your Target Audience

You can’t market well what you don’t know how to sell.

Your sales team speaks directly to customers, understands their pain points, and knows the language they use to talk about those pains. Your marketing team needs this information to craft the perfect marketing messaging your target audience will identify with.

When marketers join sales calls or speak to existing customers, they get firsthand introductions to these pain points. Often, marketers realize that customers’ pain points and reservations are very different from those they address in their messaging. 

Once you understand your ideal customers’ objections, anxieties, and pressing questions, you can create content and messaging to remove some of these reservations before the sales call. This effort removes a barrier for your sales team, resulting in more SQLs.

Fix #3: Create Collateral That Closes Deals

One-pagers, landing pages, PDFs, decks — sales collateral could be anything that helps increase the chance of closing a deal. Let me share an example from Lean Labs. 

Our webinar page has a CTA form that allows visitors to talk to our team. Instead of a simple “get in touch” form, we created a drop-down segmentation based on the user’s challenge and need. This step helps the reader feel seen, gives them hope that they’ll receive real value from the interaction, and provides unique content to users based on their selection.

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So, if they select I need help with crushing it on HubSpot, they’ll get a landing page with HubSpot-specific content (including a video) and a meeting scheduler. 

Speaking directly to your audience’s needs and pain points through these steps dramatically increases the chances of them booking a call. Why? Because instead of trusting that a generic “expert” will be able to help them with their highly specific problem, they can see through our content and our form design that Lean Labs can solve their most pressing pain point. 

Fix #4: Focus On Reviews and Create an Impact Loop

A lot of people think good marketing is expensive. You know what’s even more expensive? Bad marketing

To get the best ROI on your marketing efforts, you need to create a marketing machine that pays for itself. When you create this machine, you need to think about two loops: the growth loop and the impact loop.

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  • Growth loop — Awareness ➡ Acquisition ➡ Activation ➡ Revenue ➡ Awareness: This is where most marketers start. 
  • Impact loop — Results ➡ Reviews ➡ Retention ➡ Referrals ➡ Results: This is where great marketers start. 

Most marketers start with their growth loop and then hope that traction feeds into their impact loop. However, the reality is that starting with your impact loop is going to be far more likely to set your marketing engine up for success

Let me share a client story to show you what this looks like in real life.

Client Story: 4X Website Leads In A Single Quarter

We partnered with a health tech startup looking to grow their website leads. One way to grow website leads is to boost organic traffic, of course, but any organic play is going to take time. If you’re playing the SEO game alone, quadrupling conversions can take up to a year or longer.

But we did it in a single quarter. Here’s how.

We realized that the startup’s demos were converting lower than industry standards. A little more digging showed us why: our client was new enough to the market that the average person didn’t trust them enough yet to want to invest in checking out a demo. So, what did we do?

We prioritized the last part of the funnel: reputation.

We ran a 5-star reputation campaign to collect reviews. Once we had the reviews we needed, we showcased them at critical parts of the website and then made sure those same reviews were posted and shown on other third-party review platforms. 

Remember that reputation plays are vital, and they’re one of the plays startups often neglect at best and ignore at worst. What others say about your business is ten times more important than what you say about yourself

By providing customer validation at critical points in the buyer journey, we were able to 4X the website leads in a single quarter!

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So, when you talk to customers, always look for opportunities to drive review/referral conversations and use them in marketing collateral throughout the buyer journey. 

Fix #5: Launch Phantom Offers for Higher Quality Leads 

You may be reading this post thinking, okay, my lead magnets and offers might be way off the mark, but how will I get the budget to create a new one that might not even work?

It’s an age-old issue: marketing teams invest way too much time and resources into creating lead magnets that fail to generate quality leads

One way to improve your chances of success, remain nimble, and stay aligned with your audience without breaking the bank is to create phantom offers, i.e., gauge the audience interest in your lead magnet before you create them.

For example, if you want to create a “World Security Report” for Chief Security Officers, don’t do all the research and complete the report as Step One. Instead, tease the offer to your audience before you spend time making it. Put an offer on your site asking visitors to join the waitlist for this report. Then wait and see how that phantom offer converts. 

This is precisely what we did for a report by Allied Universal that ended up generating 80 conversions before its release.

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The best thing about a phantom offer is that it’s a win/win scenario: 

  • Best case: You get conversions even before you create your lead magnet.
  • Worst case: You save resources by not creating a lead magnet no one wants.  

Remember, You’re On The Same Team 

We’ve talked a lot about the reasons your marketing leads might suck. However, remember that it’s not all on marketers, either. At the end of the day, marketing and sales professionals are on the same team. They are not in competition with each other. They are allies working together toward a common goal. 

Smaller companies — or anyone under $10M in net new revenue — shouldn’t even separate sales and marketing into different departments. These teams need to be so in sync with one another that your best bet is to align them into a single growth team, one cohesive front with a single goal: profitable customer acquisition.

Interested in learning more about the growth marketing mindset? Check out the Lean Labs Growth Playbook that’s helped 25+ B2B SaaS marketing teams plan, budget, and accelerate growth.


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