8.

Customer Journey &

Content Mkg
Establishing and Developing
Business Contacts

B2B Marketing Strategies Laurent La Rocca

ESSEC MSc, Fall 2018
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TITR
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Our Learning Journey Where are we?
Distribution and Company’s
Pricing Business
Management 9 1 Model
Communication Segmenting &
along the 8 2 Targeting of
Customers’ Activities and
Journey Markets
7 4
Towards Deciphering
Differentiation 6 5 Customers’
New VP, new BM ? Buying Behavior
Customers’ Describing
Experience Current
and Competition Value
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Customer Journey & Content Mkg Establishing / Developing Business Contacts

Mapping the
Customer
Journey
Identifying Content Strategy

Customers’
Touchpoints
The Case of Lenovo

Communicating the
Value Proposition
Marketing Tactics

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Customer Journey & Content Mkg Establishing / Developing Business Contacts

Communicating the
Value Proposition
Marketing Tactics

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Set your objective(s) and strategy(ies) OSTM
OBJECTIVES OBJECTIVE #1 OBJECTIVE #2
Ex : Generate customer leads Ex : Build a solid brand reputation

STRATEGIES MASTERPLAN TO REACH THE OBJECTIVE Set-up an Inbound Marketing strategy

Ex : Create customer lobbying to make our Create engaging content demonstrating positive
product essential in customer projects experiences with the products

TACTICS List of actions that build your strategy

MEASURES KPIS

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Customer Journey Key questions

WHOM TO?
Personae
§ Typical virtual characters in targeted market macro / microsegments

WHAT?
Content
§ Messages, addressing targets’ Pains, Gains, Job, at the right time, at the right place

Where?
Touchpoints
§ Points of interaction between targeted personae and your product, service or brand

HOW?
Marketing Tactics
§ Channels / Media: communication material and support

Buyers’ Journey
When? § The different stages that a new customer or an existing customer for a new deal will go
through
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B2B Buyer Personas Examples
WHOM TO?

HOW?

WHAT?

When?

Where?

L. La Rocca * Source: https://www.market8.net/b2b-web-design-and-inbound-marketing-blog page 7

Marketing Tactics Listing and classification

Based on your background

§ List as many marketing tactics as possible (at least 20 altogether)
§ Classify them in the grid below
§ Guess what the three most used are in B2B Marketing?

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Marketing Tactics Types of Media
Inbound Outbound
§ Contact email (“contact us”) § Prints. Press. Mail
§ Contact phone (“contact us”) § Traditional advertising

Traditional
§ Spontaneous customer satisfaction § E-mailing. Telemarketing. Sales calls
§ Events, Demos
§ Quotes. Proposals. Invoices
§ Customer service (installation…)
§ Product upgrade. Service renewal
§ Referrals (word of mouth)
§ White papers
§ Testimonials

§ Blogging § Website
§ Engaging social networking § Social networks
§ Landing pages (white papers, etc.) § Infographics
Digital

§ Forums § Viral videos

§ SEO § Webinars
§ E.newsletter
§ E.books
§ ROI calculators

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Marketing Tactics State of the Art

L. La Rocca Source : http://contentmarketinginstitute.com/wp-content/uploads/ page 10

Marketing Tactics Preferred social media

https://sproutsocial.com/insights/b2b-social-media-strategy/

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Marketing Tactics
Focus on white papers and Infographics

White Papers

§ Must capture and keep the

reader’s attention and interest
§ Not the product description but
what the reader can get out of it
§ Simple, spoken style (but not too
casual)
§ Bullet points, short sentences
§ Buzz-generating title (arousing
curiosity and hinting benefits)
§ Associated to a landing pages

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Marketing Tactics Focus on white papers and Infographics
Infographics
https://www.canva.com/

§ Showing the data

§ Many numbers in a small space
§ Clear purpose: description, exploration,
tabulation, etc.
§ Principle used for centuries, but
acceleration in the 21st century due to
shorter and shorter attention span of
internet users
§ 50% of human brain dedicated to visual
function. Images are processed faster
than text.

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Customer Journey & Content Mkg Establishing / Developing Business Contacts

Identifying
Customers’
Touchpoints
The Case of LENOVO

Communicating the
Value Proposition
Marketing Tactics

L. La Rocca page 14
3 types of touch points

Website / Apps
Organic social media
Email / Phone
Offices / Stores

PR / journalists Display network

Bloggers / influencers Paid social
Syndication Advertorials / Content networks
Partners Events / Exhibitions
Analysts / Consultants Offline media

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Lenovo example

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Customer Journey & Content Mkg Establishing / Developing Business Contacts

Mapping the
Customer
Journey
Identifying Content Strategy

Customers’
Touchpoints
The Case of Lenovo

Communicating the
Value Proposition
Customer’s Journey
Basics
L. La Rocca page 17
Customer Journey & Marketing Tactics A quick overview

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Lenovo example

3
Decision

2
Consideration

1 1
Awareness Awareness

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What, when, where, how activate the marketing tactics ?

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L. La Rocca page 21
 Experience Map

The Experience Map method, or experience

map, traces and describes the course of a
user in contact with a service or a system.

Its graphical representation, in the form of a

chronological diagram, shows the different
steps of interactions with the service and gives an
overview of the experiences experienced by the
user / customer.

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Goal

Identify the critical actions for the customer and

his experiences to :
- Get information
- Contact you
- Use your product / service

Project yourself into the minds of future users

→ Design / communication opportunities are

listed and will be developed and tested

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3 dimensions

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Format

The horizontal axis: the time, structured from the user's path,
that is to say the main steps of the user's interactions with the
product or service.

The vertical axis: the actions, thoughts, emotions /

experiences of the user, and the design opportunities
identified.

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 Persona description Overall objective

Journey

Step 1 Step 2 Step 3 Step 4

Actions with
touchpoints

Thoughts

Emotions

Opportunities

Time

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Story

The experience maps represent a prospective situation, but

built on real data. They tell a story, but it's still a true story

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Outputs
At the end of the exploration phase (collection of data), the team must
identify:
What motivates users. What are the needs they seek to meet during
the interaction and what are their expectations?
What users do. What are the behaviors and actions that users
perform to achieve their goals?
What users think. What is the mindset of the users and what do they
think about each step of the interaction?
What users feel. What positive and negative emotions do users feel
(fears, frustrations, obstacles, satisfactions ...)?

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Step 1: Identify the stages of the customer journey

Identify the steps that punctuate the user's journey.

The entire experience must be covered by listing the
interactions or steps taking place before, during and after the
interaction with the system.

Problem Search for Contact Meet Short-list Negotiation Set-up /

Buy Shipment Maintenanc
occurence solutions suppliers suppliers best Decision taking Deployeme
solutions nt e

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 Step 2: List and sequence the elements

- At each step of the route, list all the actions performed by the user.
- List the touchpoints between the user and the service or product.
- Describe what the user feels and thinks Note these elements with a
first-person phrase ("I'm happy to do this," "I'm afraid of that").
- Quantify each experiment, positively or negatively, in order to obtain
a curve, even basic, of the quality of the experience over time.

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 Alice IT PM
JC Decaux

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L. La Rocca page 31
Step 3: Identify opportunities for improvement
- Complete opportunities for improvement of the product or service, from:
- differences between user expectations and lived experience
- the brakes to the interaction
- Positive emotions and negative emotions

- Note also the key events in terms of experience: "moments of truth", ie

crucial moments when the user will take important decisions.

- List the opportunities identified at each stage on the experience map.

- They will serve as a basis for your marketing plan.

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L. La Rocca page 33
Step 4: Get in shape

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Step 5: Generate ideas

Brainstorm
- The opportunities for improvement identified = problems
to be solved.
- Imagine how to create a better customer journey to
close the deal and make a customer loyal.

- List at every stage, all the marketing, sales and design

actions to buil a solid plan

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Create your OSTM
OBJECTIVES OBJECTIVE #1 OBJECTIVE #2
Ex : Generate customer leads Ex : Build a solid brand reputation

STRATEGIES MASTERPLAN TO REACH THE OBJECTIVE Set-up an Inbound Marketing strategy

Ex : Create customer lobbying to make our Create engaging content demonstrating positive
product essential in customer projects experiences with the products

TACTICS List of actions that build your strategy
Ex :
Prospect major customer brands
Demonstrate the product in showroom / on-site
Create tailor-made projects and follow the closing
of deals with KAM
Exhibitions - major retail and tech events
Regular social media with engaging content: Use
cases and experiences with the product -
Testimonials clients - Flagship installation
Generation of Leads through a digital traffic drive
created by SEO - SEA - PR
RP: always-on releases action plan (agency)
Targeted emailing
Customer Newsletter - CRM

MEASURES KPIS 1 to 2 contents / week on 5 social media

> 80 leads Reach > 300K / Quarter
1 major customer reference won per quarter Enagement > 9K / Quarter
Field of play coverage rate> 10% PR > 10 reviews / Quarter

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Customer Journey and Content Marketing Key Takeaways
Delivering a Value Proposition
Build OSTM consists in providing it so that
To reach your objectives, customers can actually experience
At each step of the promise, but also
the Customer define the strategy and all communicating it before, during
Journey Define tactics with their KPIs and after the first experience.
what are the
opportunities Touchpoints and content Buyer Journey Map
to marketing are strongly related Basics. Five key questions: Who
to the specification of (target)? Why (motivation)? When
communicate (the different steps of the Journey)?
with customers customer personas which is a
What (questions and content)?
key marketing starting point Where (channel)?

Map the customer experience. Touchpoints. Any instance where a

Make an exercise of empathy to understand
customer interacts with a brand, product or
in 3D (think, feel, act) what are the gains and
service. Characterize the customer experience.
pains to address

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