2017 FORRESTER REPRODUCTION PROHIBITED WEBINAR Seven

WEBINAR Seven Key Steps To Customer. Obsessed B 2 B Marketing Lori Wizdo, Vice President, Principal Analyst June 14, 2017. Call in at 10: 55 a. m. Eastern time © 2017 FORRESTER. REPRODUCTION PROHIBITED.

We work with business and technology leaders to develop customer-obsessed strategies that drive growth.

Why customer-obsessed marketing? We are in the midst of a renaissance in the practice of B 2 B marketing. • Dramatic changes in B 2 B buyer behavior • Disruption in our primary routes to market • Expanded remit of B 2 B marketing B 2 B marketers must quickly adapt their strategy and tactics, as customer behavior and technology are changing faster than ever. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 5

The context for change 92% of B 2 B purchases start with search*. 60% of B 2 B buyers don’t want to rely on a sales person and their source of info. 68% of B 2 B buyers find prefer to do their own research online. 75% of B 2 B buyers use social networks to learn about different vendors. 62% of B 2 B buyers say they can develop a vendor shortlist solely on digital content. Source: Forrester/Internet Retailer Q 1 2017 Global B 2 B Buy-Side Online Survey and *Forrester’s Q 4 2012 Global Executive Buyer Insight Online Survey © 2017 Forrester Research, Inc. Reproduction Prohibited 6

The customer-obsessed mandate • B 2 B companies must rethink marketing strategies to deal with today’s digitally enabled business buyer. • B 2 B companies must rethink the alignment, calibration, and remit of marketing, sales, and service. • Companies that do not become customer-obsessed will lose customers and market share. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 7

Seven key steps in the pivot to customer obsession Product-centric © 2017 FORRESTER. REPRODUCTION

Marketing needs to shift focus from “inside out” to “outside in” © 2017 FORRESTER.

68% want vendors who “understand my business, my problems — and help me solve them. ” 74% will choose the vendor who was first to turn a vision into a clear path to value. Source: What Does It Take To Win With Executive Buyers? Forrester report and What Do Executive Buyers Find Valuable? Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 11

From inside out to outside in Traditional marketing builds out from the product. Capabilities Solutions Problems solved Buyers who have the problem Customer-obsessed marketing builds in from the buyer. Capabilities © 2017 FORRESTER. REPRODUCTION PROHIBITED. Solution offering Outcomes Key buyers or segments 12

Key questions • What do our best customers look like? • Why do they buy from us? • How do they become valuable? • What do they care about? • Why do they engage with us? • How can we reach them? © 2017 FORRESTER. REPRODUCTION PROHIBITED. 13

Persona artifacts › Make your personas human. › Use your personas to create empathy. › Uncover the main motivations to change anything in their status quo. › Use personas to understand how you are relevant to your targeted buyers. › Build personas for all your key decision makers (stakeholders). Source: Key Tools For The Customer-Obsessed B 2 B Marketer Forrester report © 2017 FORRESTER. REPRODUCTION PROHIBITED. 14

Seven key steps in the pivot to customer obsession Product-centric Value props © 2017

© 2017 FORRESTER. REPRODUCTION PROHIBITED. 16

Key questions WHAT ARE THEY TRYING TO ACHIEVE? What our buyer buys: What we sell: › Efficient operations › Banking services › Flexible cash flow › Loans and credit › Capital for expansion › Merchant services › More payment options › Insurance › Risk mitigation › Payroll and business services › Operational efficiency © 2017 FORRESTER. REPRODUCTION PROHIBITED. 17

Level 1: Leader in integrated customer experience Web content management Multichannel marketing management CMO Become a digital marketing organization VP demand generation Implement a managed lead-to-revenue process Digital marketing (IT) Corporate positioning and strategy Level 2: Segment positioning Level 3: Key decision maker Deliver a consistent customer experience Level 4: Improve marketing and sales alignment Integration with CRM Dynamic content delivery Increase marketing contribution to pipeline Customer system of record Multichannel attribution Flexible tool for journey-based process © 2017 FORRESTER. REPRODUCTION PROHIBITED. Develop a centralized customer insights/data platform Account-based capabilities Flexible asset builder Outcome messaging Level 5: Capability messaging Multichannel campaign management 18

Level 1: Leader in integrated customer experience Web content management Multichannel marketing management CMO Become a digital marketing organization VP demand generation Implement a managed lead-to-revenue process Digital marketing (IT) Corporate positioning and strategy Level 2: Segment positioning Level 3: Key decision maker Deliver a consistent customer experience Level 4: Improve marketing and sales alignment Integration with CRM Dynamic content delivery Increase marketing contribution to pipeline Customer system of record Multichannel attribution Flexible tool for journey-based process © 2017 FORRESTER. REPRODUCTION PROHIBITED. Develop a centralized customer insights/data platform Account-based capabilities Flexible asset builder Outcome messaging Level 5: Capability messaging Multichannel campaign management 19

Level 1: Leader in integrated customer experience Web content management Multichannel marketing management CMO Become a digital marketing organization VP demand generation Implement a managed lead-to-revenue process Digital marketing (IT) Corporate positioning and strategy Level 2: Segment positioning Level 3: Key decision maker Deliver a consistent customer experience Level 4: Improve marketing and sales alignment Integration with CRM Dynamic content delivery Increase marketing contribution to pipeline Customer system of record Multichannel attribution Flexible tool for journey-based process © 2017 FORRESTER. REPRODUCTION PROHIBITED. Develop a centralized customer insights/data platform Account-based capabilities Flexible asset builder Outcome messaging Level 5: Capability messaging Multichannel campaign management 20

Seven key steps in the pivot to customer obsession Product-centric Customer-centric Value props Outcomes

Your buyers will most likely find you © 2017 FORRESTER. REPRODUCTION PROHIBITED. 22

Why campaigns are no longer enough Campaigns are. . . › About ‘filling the funnel. ’ › Not designed around the buyer journey. › Contextually irrelevant. Scales <to a point> with volume © 2017 FORRESTER. REPRODUCTION PROHIBITED. 23

“You also had a very good feeling about the last one. ” © 2017

You must become a discovery marketer What type of website do you typically start

Some outcomes are known “First, they do an online search. ” © 2017 FORRESTER.

Your buyers will match their needs to your products and services © 2017 FORRESTER.

Code 42 presents ‘technical’ outcomes to technical buyers © 2017 FORRESTER. REPRODUCTION PROHIBITED. 28

Rapid 7 speaks to fears and aspirations © 2017 FORRESTER. REPRODUCTION PROHIBITED. 29

Some outcomes are unknown “Ah, just the person I was looking for. ” ©

Your buyers will be attracted to your ideas or promise © 2017 FORRESTER. REPRODUCTION

Kabbage links to outcomes © 2017 FORRESTER. REPRODUCTION PROHIBITED. 32

O-I created value by linking to values © 2017 FORRESTER. REPRODUCTION PROHIBITED. 33

B 2 B marketing’s new remit You need to be relevant at the Zero

To do that we must understand the buyer’s journey © 2017 FORRESTER. REPRODUCTION PROHIBITED.

What it means It is not about filling the funnel. © 2017 FORRESTER. REPRODUCTION

There are many journeys across the customer life cycle Initial purchase Growth and retention

Seven key steps in the pivot to customer obsession Product-centric Value props Customer-centric Outcomes Reaching Attracting Lead gen Engagement Content development Content delivery Engagement © 2017 FORRESTER. REPRODUCTION PROHIBITED. 39

Engagement means that marketers must deliver the right content through the right channel at

“The single biggest problem in communication is the illusion that it has taken place.

And, your messages are not getting through “Vendors give me too much 60% material. ” “Much of the material is useless. ” 54% Source: 214 global IT and business decision makers and influencers (2017) © 2017 FORRESTER. REPRODUCTION PROHIBITED. 42

Journey maps help us understand the buyer journey Who What Why How Where ©

Remember, the buyer journey map is a hypothesis © 2017 FORRESTER. REPRODUCTION PROHIBITED. 44

Seven key steps in the pivot to customer obsession Product-centric Customer-centric Value props Outcomes Reaching Attracting Lead gen Engagement Content development Content delivery Targeted Personalized Customer Enablement © 2017 FORRESTER. REPRODUCTION PROHIBITED. 45

Personalize the journey Visitors presented with personalized content convert 5 x more than average

Behavior Data augmentation How do I know how to personalize? Surveys Progressive profiling Content

Juniper walks visitors through problem scenarios © 2017 FORRESTER. REPRODUCTION PROHIBITED. 48

Seven key steps in the pivot to customer obsession Product-centric Customer-centric Value props Outcomes Reaching Attracting Lead gen Engagement Content development Content delivery Targeted Personalized Sales enablement Customer Enablement Customer enablement © 2017 FORRESTER. REPRODUCTION PROHIBITED. 49

What buyers want from their reps © 2017 FORRESTER. REPRODUCTION PROHIBITED. 50

What buyers want from their vendors Sales excellence © 2017 FORRESTER. REPRODUCTION PROHIBITED. Customer

Use virtual assistants and bots Leverage contextual search/FAQs © 2017 FORRESTER. REPRODUCTION PROHIBITED. 52

Seven key steps in the pivot to customer obsession Product-centric Customer-centric Value props Outcomes Reaching Attracting Lead gen Engagement Content development Content delivery Targeted Personalized Sales enablement Customer Enablement Customer enablement © 2017 FORRESTER. REPRODUCTION PROHIBITED. 53

Making it work for you. . . © 2017 FORRESTER. REPRODUCTION PROHIBITED. 54

The blueprint for customer-obsessed marketing The go-to-market strategy Market insight The go-to-customer strategy Customer insight Customer life-cycle marketing The engagement strategy Journey mapping Content and tactics The engagement plan L 2 RM Sales enablement Performance management Process Channels and tactics Skills, knowledge, process Organization, structure Marketing technology stack © 2017 FORRESTER. REPRODUCTION PROHIBITED. 55

For more on the blue print for customerobsessed marketing, check out the webinar ©

Make the pivot to customer-obsessed marketing • Lead the change to customer obsession. • But, recognize just how big a change it is. • Use the customer-obsessed marketing blue print to plan your transformation. • Slither, crawl, walk, run, and sprint — as appropriate. • Prioritize based upon greatest current need. • Celebrate your successes! © 2017 FORRESTER. REPRODUCTION PROHIBITED. 57

Lead the change “Even if you’re on the right track, you’re still going to

Forrester B 2 B Marketing Survey MARKETING AT CUSTOMER-OBSESSED FIRMS › This survey takes 15 minutes or less to complete. › Complete this survey by end of day Tuesday, June 20 th. › You will receive a courtesy copy of "The Customer Obsession Assessment: Benchmark Your Customer Obsession Maturity. " › We will share the report in which this data will be used after it is published at our B 2 B Forum. © 2017 FORRESTER. REPRODUCTION PROHIBITED. 59

B 2 B Marketing 2017 JW Marriott Austin | October 5– 6 Emerging Best Practices For B 2 B Marketing And Sales Enablement In 2017, marketers are under intense pressure to adapt new customer-obsessed tactics, innovative approaches to drive profitable client relationships. At B 2 B Marketing 2017, you’ll learn how to make the right decisions on people, processes and technologies to drive client acquisition, retention, and revenue growth. forr. com/B 2 B 2017 © 2017 FORRESTER. REPRODUCTION PROHIBITED. 60