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52 Pages·2015·4.38 MB·English

WW EE BB CC AA SS TT   SS EE RR II EE SS
The Digital Customer Experience 
is Reinventing the Brand
Nov 12, 2015
22::0000 ppmm EETT // 1111::0000 aamm PPTT
WWellcome!!
Featured Speakers
Kristen Yerardi Gary Sarkesian
VP, Customer VP, Customer
Success Success & Account
Management
CEMDNA Playbook Strategy
℠
Buildingg Customers for Life
The Digital Customer Experience is Reinventing the Brand
Kristen Yerardi
11.12.2015
Copyright 2015 WordStream, Inc. All rights reserved.
WordStream Confidential 4
Welcome
• WordStream in a nutshell
•• HHooww hhaavvee wwee cchhaannggeedd ffrroomm ccoommppaannyy ffiirrsstt ttoo
customer first engagement?
•• WWhheerree aarree wwee ttooddaayy??
• Do customers like it?
WordStream Confidential 5
The Giant In-Bound Marketing Squeeze
Good-bye Free Clicks
(cid:131) Platforms aggggressivelyy
monetizing
(cid:131) Looming Wall Street
Expectations: GOOG, TWTR,
MMFFSSTT, FFBB
(cid:131) Big companies can adapt.
SMBs are not ready.
FOLD
ADS
CONTENT
WordStream Confidential 6
SMBs Are Not Ready
Complicated Platforms Landing Pages Growth in Mobile
1,000 new AdWords innovations in 2013 Can’t easily create – losing out on Mobile overtakes desktop in 2015
conversions
Campaigns, AdGroups, Ad CTR, Positions,
Copy, Landing Pages Rankings, Quality Scores
Networks, Devices,
Geo-Targeting,
Day Parting
“I tried it
before and it
“II jjuusstt wwaanntt
didn’t work for
leads &
me.” customers.”
WordStream Confidential 7
WordStream Quick Snapshot
• Customer Acquisition in 20 Minutes Per Week
– PPaaiidd sseeaarrcchh mmeeddiiaa ppllaattffoorrmm ffooccuusseedd oonn hheellppiinngg
customers optimize their accounts
• SSaaaaSS ooffffeerriinngg ttaarrggeettiinngg ssmmaallll ttoo mmeeddiiuumm
businesses (SMBs)
• FFoouunnddeedd bbyy LLaarrrryy KKiimm iinn 22000088
• 105 Employees, One Location: Boston
Massachusetts
• $25M raised. Investors: Sigma Partners, Baird
Cappital, Eggan Managged Cappital
WordStream Confidential 8
2010 – What were we doing?
• Onboarding consisted of
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series of emailed PDFs
• OOnnggooiinngg ssuuppppoorrtt uuttiilliizzeedd
only email and phone was
discouraged
• No chat function or
webinars
• No online training materials,
only product documentation
WordStream Confidential 9
Realize Where You’re Falling Down
• Because SMBs struggle with
ppaid search we realized that
many needed help even
learning the basics
•• CCuussttoommeerrss wweerree ffaaiilliinngg
because they weren’t getting
the guidance and help they
needdedd. TThhey ddiiddn’’tt kknow
what to do.
• WWiitthhoouutt pprreessccrriippttiivvee hheellpp,, wwee
were sending our clients up
the creak without a paddle.
UUGGHH!! HHoorrrriibbllee!!
WordStream Confidential 10