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5 THINGS THAT CAN DESTROY CUSTOMER TOUCHMarch 2014

Insight, tools and encouragement to help you build an agile marketing system that flexes with the speed of business

Engelina Jasperswww.flexmarketingpro.com

March 2014 2www.flexmarketingpro.com

Marketing strategy and planning

Marketing optimization

Marketing transformation

Sustainability

Brand-Demand integration

www.flexmarketingpro.comMarch 2014 3

Customer Touch Challenges


Product-level P&Ls

Marketing programs aligned by product or business

Uncoordinated messages, sequence, timing

Inconsistent privacy and data standards

Unconnected customer experience across interactions

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Shift from Programs to Customers


Marketing at a program level

Marketing at a segment level

Marketing at a customer level

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Conduct internal audit and benchmark

Understand market opportunity sizing

Define optimal reach, frequency, sequence, mix

Run pilot on control group

Apply on audience-by-audience basis

Path to Customer Touch


Aware Engage Purchase Advocate

1st Impact Brand AdvertisingTrade Show or Event

Analyst ReportIndustry Summit

Product PromotionAttendance at Webcast

Success StoryRoundtable

2nd Impact Company WebsiteBanner Ad

White Paper Executive Meeting at Event

Customer Advisory Council

3rd Impact Public Relations Industry Journal or WebsiteNew Product Announcement

Unsolicited ProposalSales Meeting

Customer NewsletterTrend/Opinion Piece

% Emphasis$ Allocated

Return Metrics

20%Low

40%High

40%High

20%Medium

Customer Touch Planning MatrixCustomer Target: xyz (illustrative)


Time

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• Agreed-to titles, segments, sub-segments• Centralized list pulls and purchases• Contact management rules• Message framework and guidelines• Common set of leverageable assets• Consistent call to action and landing site

Enabling Customer Touch


“Marketers tell me they’re customer focused. I ask, ‘how is your marketing budget allocated?’ Until your budget is allocated by customer, you’re really not doing customer-focused marketing.”

Engelina Jaspers


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About FlexMarketing ProHello, I’m Engelina Jaspers and I’m a FlexMarketing pro. I created “The Marketing FLEX” to help smart marketers lay a more efficient, focused and accountable marketing foundation – one that can flex with the speed of business.


I’ve been on a quest for marketing excellence for 30 years, working for some of the finest consumer and technology brands. The journey has honored me to work with forward-thinking marketers to build high-performing teams and supersize their marketing investments, to successfully lead a number of complex marketing transformations, and to drive a turnaround for my company’s sustainability efforts (that began with Greenpeace on our rooftop and culminated with being ranked #1 greenest U.S. company and #5 best global green brand two years later).

If you’re ready to “up your game,” building a FlexMarketing capability can help propel your marketing goals and career. Join me at www.flexmarketingpro.com.

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Download - 5 THINGS THAT CAN DESTROY CUSTOMER TOUCH

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