Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]

Jeff Marcoux
Sr. PM, SaaS Growth & Viral Adoption
Marketing Professor, UC Irvine & Oregon
State University
Board Member, Internet Marketing Association
MarTech Education Advisor, GreenFig
University
@JeffMarcoux #SDSummit

“Every touch point with a customer is
marketing”
@JeffMarcoux

“By 2020, customer experience
will overtake price and product as
the key brand differentiator.”
- Customer 2020
Report
80% of buyers said that the most significant driver
during provider selection was either direct or
indirect customer experience. - Sirius Decisions,
2016

The Customer Journey
has Changed

…to people-centric
From product-
centric…
A P C O N E V E R Y D E S K T O P
A N D I N E V E R Y H O M E
T H E PAT H A H E A D … E M P O W E R
E V E R Y P E R S O N &
O R G A N I Z AT I O N T O D O M O R E , T O
B E M O R E
40+ Y E A R S A G O

1
2
3
4
5
Product-centric
…the marketing ‘funnel’
Awareness
Consideration
Conversion
Loyalty
Advocacy

In-product Social & On-boarding Content

ICP > TAM > ABM: Taming the Alphabet
Who are my perfect customers?
Where do they work?
What do they do?
What accounts fit that profile?
Where are they located?
How many are in my database?
Let’s target:
1
2
3
IDEAL CUSTOMER PROFILE
Define your targets.
TOTAL ADDRESSABLE MARKET
Find every matching account.
ACCOUNT-BASED MARKETING
Target them one by one.
#SDSummit

Defining your customer
• Build out personas: by hand or with technology
– Product Centric Company or Customer Centric Company?

Functions of senior marketing leadership
Tailoring our message to specific marketing roles helps increase impact
Advertising/
promotions
director
Digital
strategies
manager
Creative
directorCMO
Sets the creative direction and shapes
the internal and external brand image
Data
scientist
Social
media
manager
Public
relations
director
Website
director
Digital Marketing/Web
Corporate Marketing
Creative/Advertising
Identifies customer needs and conceives, develops, and implements innovative digital
marketing strategies to engage them
Description
Product
marketing
manager
Product
Market
research
director
MarCom
manager
Leads corporate branding,
marketing communications, and
strategic IP
Demand
generation
& lead
nurturing
director
Demand Generation
Event
director
Description
Analyst and
investor
relations
manager
Brand
Manager
Mobile
director
Sales
readiness
executive
Inbound
marketing/
content
offers
Product
evangelist
Leads and analyzes marketing
initiatives related to driving sales and
revenues
Researches, positions and leads the
product strategy to properly meet
the needs of target customers
Marketing Ops
Marketing
operations
manager
Directs the
development and
implementation of
processes, tools,
metrics,
infrastructure and
technology to
improve
marketing
operations

Meet “Julia” – [CMO]
Sets the marketing strategy and leads the marketing
team to deliver superior customer experiences and a
positive corporate brand image. Monitors marketing
effectiveness and industry success. Builds, presents,
and argues the business case for the marketing budget.
Reports to
Direct reports
Goals
CEO
Marketing executives in the areas of: creative, digital, product,
corporate and demand generation & external agencies
§ Increase top and bottom line revenues by X%
§ Grow product market share by Y%
§ Retain existing customers and secure new ones or increase
the number of qualified leads in the pipeline
§ Increase brand awareness by driving X customers to our
website and stores/business
§ Implement strategies that improve brand preference by X%
among key demographic groups
§ Translate customer and marketing analytics into meaningful insights
to get a synchronized view of the customer
§ Manage a growing team of internal and external resources
§ Creatie a responsive team that has the agility to act quickly when
new marketing opportunities arise
§ Find the information/technologies necessary to drive new revenues
and customers. (Technology awareness was identified by (54%) of
CMOs as the top competency to improve.)
§ Highly influenced by recommendations from team, particularly digital
marketing/mktg. technology personnel, and external peers
§ Budgets increasing in the areas of digital advertising, mobile
marketing, digital commerce, and corporate website
§ A study by Forrester found that 54% of CMOs identified meeting
revenue targets as their most important business driver. What
marketing programs are driving the most revenues for your
business?
§ Did you know that 80% of customer data will be wasted due to
immature enterprise data “value chains”? Have you thought about
ways you could better leverage customer data in your programs?
§ Did you know that nearly half of employees report that social tools at
work help increase their productivity, but more than 30% of
companies underestimate the value of these tools and often restrict
their use? How are you collaborating with your marketing internal
teams and external agencies today and do you have the right social
and communication tools in place?
§ Bill Gates was recently quoted as saying that he believes the pace of
innovation is faster today than ever before. How are you using
technology today to keep your finger on the pulse of the industry,
your business, and your competition?
§ Own the customer experience
§ Set the company’s marketing strategy and maintain brand
awareness
§ Advocate for, define and manage the marketing budget
§ Lead the marketing team to meet lead generation, revenue
and market share goals for the company
Responsibilities
Challenges
Conversation
starters
Purchasing
insights
§ CMO.com, The CMO Club, Harvard Business Review, The CMO
Collective, LinkedIn Chief Marketing Officer Network, Fierce CMOTrusted
channels

– Product Centric Company or Customer Centric Company?
• Identify your Total Addressable Market (TAM)

Total Addressable Market
#SDSummit

Total Addressable Market
Not a good fit Fit Engaged
Find through
Inbound/
Outbound
Those you don’t
know about
Competitors’
customers
Your
customers
ABM with Intent
Detection
Advertising
Events
Email
Etc.
Loyalty
Education
Expansion
Dissatisfaction
Value
ABM
Big Fish
Targeted ABM
Predictive Lead Gen
ABM
Advertising
Events
Email
Etc.
Actively
Looking

• Identify your Total Addressable Market
• Define your customer journey

…Customer Decision Journey
People-centric
Open to
possibility
Decision to
change
Evaluating
Shopping
Experiencing

Putting it all together
• Go through your customer journey
• List out key personas your company targets
• Map out existing touch points & content
• Call out gaps in your content and customer journey

Marketing doesn’t stop after the lead
• Assessments
• Pitch Decks
• AI/Data = Actionable intelligence for Sales
• Demos
• Inspiring videos
• Sales nurture/Follow-up Campaigns
• Targeted Advertising
All Tailored to the Active Conversation
#SDSummit

The Rise (and buzz)
of ABM
• Planned
• Existing Account Expansion
• Predictive Lead Generation
– Intent
– Lookalike Models
• Opportunistic

@JeffMarcoux
Jeff.Marcoux@microsoft.com

Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]

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Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]