www.flexmarketingpro.com 5 things that can destroy customer touch march 2014
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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.fl exmarketi ngpro.com
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Marketing strategy and planning
Marketing optimization
Marketing transformation
Sustainability
Brand-Demand integration
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Customer Touch Challenges
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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
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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
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Aware Engage Purchase Advocate
1st Impact Brand Advertising
Trade Show or Event
Analyst Report
Industry Summit
Product Promotion
Attendance at Webcast
Success Story
Roundtable
2nd Impact Company Website
Banner Ad
White Paper Executive Meeting at Event
Customer Advisory Council
3rd Impact Public Relations Industry Journal or Website
New Product Announcement
Unsolicited Proposal
Sales Meeting
Customer Newsletter
Trend/Opinion Piece
% Emphasis$ Allocated
Return Metrics
20%Low
40%High
40%High
20%Medium
Customer Touch Planning MatrixCustomer Target: xyz (illustrative)
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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
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“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.
www.flexmarketingpro.com
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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