Listen here: bit.ly/CXwebinar_ Check out this quick, 15-minute webinar with Toby Murdock, CEO of Kapost, as he introduces five need-to-know facts from leading experts in customer experience, and what they mean for your marketing organization.

1. 5 Things You Need to Know
About Marketing-Driven
Customer Experience
Toby Murdock
CEO & Co-Founder, Kapost

2. #1: Technology has broken the B2B
customer experience.

3. Agency
Marketing
Agency
Events
Sales
Advertising

4. Agency
Marketing
Agency
Events
Sales
Advertising

5. Community
Sales
Webinars
Email
Video
Success Team
Blog
Web
Events
Advertising
Social
PR
Demand
Gen Field
Marketing
Customer
Marketing
Corporate
Com
Product
Marketing
Agency

6. Community
Sales
Webinars
Email
Video
Success Team
Blog
Web
Events
Advertising
Social
PR
Demand
Gen Field
Marketing
Customer
Marketing
Corporate
Com
Product
Marketing
Agency

7. Only 23% of B2B marketers claim to
have a customer-centric—versus a
channel- or product-centric—
organizational structure.
“Scale Your B2B Customer Obsession with a Go-to-Customer Strategy”
Forrester Research, Inc., August 31, 2015

8. Organizational silos splinter the buying experience…
B2B companies create jarring customer experiences
when responsibility for engagement with a buyer
flips from team to team: from digital marketing to
demand generation to inside sales to field sales to
service… With no single function accountable for
creating a consistent experience across the life
cycle, B2B firms end up delivering a disjointed
collage of experiences.
“Scale Your B2B Customer Obsession with a Go-to-Customer Strategy”
Forrester Research, Inc., August 31, 2015

9. #2: It’s marketing’s job to fix and own the
customer experience.

10. Over the next three to five years, 75% of
marketers say they will be responsible
for the end-to-end experience over the
customer’s lifetime… Now there is more
of a need for the articulation of an
integrated, holistic approach [to
customer experience] than before,
simply because there are myriad
channels and contact points…
“The Rise of the Marketer: Driving Engagement, Experience and Revenue“
The Economist Intelligence Unit

11. 86% of senior-level marketers say
that it’s absolutely critical or very
important to create a cohesive
customer journey.
“2015 State of B2B Marketing”
Salesforce.com, Inc.

12. Customer experience is the most pressing
mandate for marketers, the top area of
marketing technology investment in 2015,
and it will lead innovation spending for
2016… A recent Gartner survey on the role of
marketing in customer experience found
that, by 2016, 89% of companies expect to
compete mostly on the basis of customer
experience, versus 36% four years ago.
“Gartner Surveys Confirm Customer Experience Is the New Battlefield”
Gartner, Inc., October 23, 2014

13. #3: The solution is consistency
and content.

14. “While delight has a purpose in
customer experience strategies, it
will never move the needle like
consistency.”
“In Customer Experience, Consistency Is the New Delight”
Gartner, Inc., July 30, 2015

15. 1. Ensure that digital and physical experiences
are consistent and reinforcing
2. Invest in relevant content; repurpose it for
physical or digital use
And Laura Ramos, of Forrester, says:
“Make Your B2B Marketing Thrive in the Age of the Customer”
Forrester Research, Inc., September 11, 2015

16. #4: A superior customer experience
generates results.

17. Satisfaction on customer journeys is
30% more predictive of overall
customer satisfaction than
measuring happiness for each
individual interaction...
“The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency”
McKinsey & Company

18. ...and maximizing satisfaction with
customer journeys has the potential
to increase customer satisfaction by
20% and also to lift revenue by up to
15%.
“The Three Cs of Customer Satisfaction: Consistency, Consistency, Consistency”
McKinsey & Company

19. “The State of Customer Experience (CX)”
Tempkin Group
Companies that deliver a great CX see:
• 5.2x more likely to drive a purchase
• 86% increase in likely repurchases
• 5.8x increase in “likely to recommend”

20. #5: You must address the broken
customer experience—now.

21. Kapost aligns your people,
content, and programs.
Now. Today.

22. PR
Email
Social
Adver1sing
Video
Web
Blog
Webinars
Events
Community
Success
Team
Sales
Corporate
Com
Agency
Demand
Gen
Field
Marke1ng
Customer
Marke1ng
Product
Marke1ng

23. All Rights Reserved Kapost © 2015 23
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and
Execution
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CreateDistribute
Analyze
Localization
Collaboration
Ideas
Initiatives
Personas
Content Strategy
Sales Channel
Distribution
Multi-Channel
Digital Distribution
Results
Content
Scoring
MQL
35
Insight-Based
Planning
Your
Content
Calendar
Multi-
Content
Creation
Content Catalog
Internal Reach
Metrics

24. Get Started Today
Kapost powers B2B marketers to
deliver a compelling, consistent
customer experience by aligning
content, people, and initiatives
from first touch through sale to
advocacy.