Connect

Book description

Connect and engage across channels with the new customers

Connect is the ultimate marketing guide to becoming more relevant, effective, and successful within the new marketplace. Written by a team of marketing experts serving Fortune 500 brands, this book outlines the massive paradigm shift currently taking place within the industry, and provides the insight and perspective marketers need to stay on board. Readers will find guidance toward reaching a customer base that sees marketers as an unnecessary annoyance, and strategies for engaging those customers at touch points throughout the customer lifecycle. The book's scope encompasses both digital and real-life avenues, discussing the new ways of thinking and the new tools and processes that allow marketers to function in the new era where digital customer experiences are increasingly important.

Marketing is undergoing a revolution to rival the impact of Gutenberg's printing press. Customers are in control, with more choice and more access than ever before, and they refuse to be "sold to" or "managed." Many marketing professionals are flailing for a new strategy while the winners are clearly jumping ahead – Connect takes readers inside the winners' world to learn the approach that's engaging the new consumer.

  • Discover the technology and processes that allow marketers to remain relevant
  • Craft a personal, relevant, and accessible customer journey that engages the connected customer
  • Keep in touch throughout the customer's life cycle, both online and offline
  • Link digital goals and metrics to business objectives for a more relevant strategy

Smart marketers have moved to a higher level that achieves business objectives while increasing relevance to the customer. Connect provides readers a roadmap to this new approach, and the tools that make it work.

Table of contents

  1. Title Page
  2. Copyright
  3. Dedication
  4. Foreword
    1. Notes
  5. Introduction
    1. What You Will Learn in This Book
    2. Terms and Phrases We Use in This Book
    3. Request for Feedback
    4. Note
  6. Chapter 1: The Customer Is in Control
    1. Welcome to the Era of the Connected Customer
    2. The Future
    3. Trust as the New Currency
    4. How Relevant Are You to Your Customers?
    5. Data Is the Glue
    6. The New Marketing Mandate: Connected Marketing in the Era of the Connected Customer
    7. Note
  7. Chapter 2: The New Marketing Mandate
    1. Key Initiatives
    2. Don't Boil the Ocean
    3. Agile Approach for Marketing
    4. Investing Where It's Needed
    5. Breaking through the Biggest Barriers to Marketing Success
  8. Chapter 3: Measuring Customer Experience Maturity
    1. To Be Successful Takes People, Process, and Technology
    2. Customer Experience Maturity Model
    3. Three Phases in the Customer Experience Maturity Model
    4. Stages in the Customer Experience Maturity Model
    5. Mapping to Capabilities
    6. Crawl, Walk, Run, Fly!
    7. Next Steps: How Mature Is Your Organization?
    8. Notes
  9. Chapter 4: How Does Your Organization Compare?
    1. The Time for Change Is Now
    2. Biggest Barrier to Marketing Maturity
    3. How Do You Compare to Your Industry?
    4. How Do We Measure Success?
    5. How Does Your Top-Level Management Compare for Involvement with Digital Strategy?
    6. How Do You Compare in Optimizing for Mobile Devices?
    7. How Do You Compare in Using Segmented Email Campaigns?
    8. How Do You Compare in Using Testing to Optimize Customer Experience?
    9. How Do You Compare in Using Personalization to Be More Relevant?
    10. How Do You Compare in Using Behavioral Targeting to Adapt to Visitor Browsing?
    11. How Do You Compare to Organizations Using Marketing Automation?
    12. How Do You Compare to Those Having a Single View of the Customer across Online and Offline Touch Points?
    13. How Do You Compare in Using Predictive Analytics to Steer Content Targeting for Specific Customers?
    14. Mapping People, Process, and Technology to the Customer Experience Maturity Model
    15. Where Are Organizations Investing?
    16. What Must You Do?
    17. Notes
  10. Chapter 5: Making It Happen!
    1. What Barriers Are Preventing You from Maturing?
    2. Steps to Successfully Improve Marketing
    3. Common Barriers to Increasing Maturity and How to Break Through
    4. Notes
  11. Chapter 6: Stage 1—Initiate, and Stage 2—Radiate
    1. The Initiate and Radiate Stages
    2. Case Story: Chester Zoo
    3. Marketing Is under Attack on Two Fronts
    4. Process for Identifying Critical Content
    5. Breaking Barriers
    6. Moving to a Higher Level of Marketing
    7. Knowing You Have Arrived
    8. Notes
  12. Chapter 7: Stage 3—Align
    1. The Align Stage
    2. Case Story: FK Distribution
    3. Benefits of Aligning
    4. What You Need to Do to Align
    5. What You Need to Do to Measure Impact and Alignment
    6. What You Need to Do with Experience Analytics
    7. Additional Ways to Increase Alignment
    8. Breaking Barriers
    9. Moving to a Higher Level of Marketing
    10. Knowing You Have Arrived
  13. Chapter 8: Stage 4—Optimize
    1. The Optimize Stage
    2. Case Story: QT Mutual Bank
    3. Benefits
    4. What You Need to Do
    5. Breaking Barriers
    6. Moving to a Higher Level of Marketing
    7. How Do You Know You Are There?
    8. Note
  14. Chapter 9: Stage 5—Nurture
    1. The Nurture Stage
    2. Case Story: QualityCare™ by LEO Pharma
    3. Benefits of Nurturing
    4. What You Need to Do to Nurture Customers
    5. Breaking Barriers
    6. Moving to a Higher Level
    7. How Long Will It Take?
    8. How Do You Know You Are There?
    9. Notes
  15. Chapter 10: Stage 6—Engage
    1. The Engage Stage
    2. Case Story: AustralianSuper
    3. Benefits of Engage: The Single View of the Customer
    4. What You Need to Do
    5. Creating a Single View of Your Customer
    6. Breaking Barriers
    7. Moving to the Higher Level of Engage
    8. How Do You Know You Are There?
    9. Notes
  16. Chapter 11: Stage 7—Lifetime Customers
    1. The Lifetime Customers Stage
    2. Amazon.com, an Example of Stage 7 Maturity
    3. Benefits of Lifetime Customers
    4. What You Need to Do to Capture Lifetime Customers
    5. Breaking Barriers
    6. Maintaining Lifetime Customers
    7. How Do You Know You Are There?
    8. Notes
  17. Chapter 12: Growing Your Organization and Roles
    1. To Win, You Need the Best Resources
    2. Roles You Need on Your Team
    3. Emerging Roles
    4. Organizational Structure
    5. The Innovation Team
  18. Chapter 13: Selling to the Board
    1. Realizing There Is a Gap
    2. Undercover Approach
    3. The Journey toward Connected Customer Experiences
    4. Note
  19. Appendix
    1. About Sitecore
    2. About Sitecore Business Optimization Services
  20. About the Authors
    1. Lars Birkholm Petersen @LarsBirkholm
    2. Ron Person @SitecoreRon
    3. Christopher Nash @chrisnash
  21. Acknowledgments
    1. Special Acknowledgment for Case Stories
  22. Connect Websites
  23. Index
  24. End User License Agreement

Product information

  • Title: Connect
  • Author(s): Lars Birkholm Petersen, Ron Person, Christopher Nash
  • Release date: September 2014
  • Publisher(s): Wiley
  • ISBN: 9781118963616