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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 oonnee 11--hhoouurr ccaallll wwiitthh aa 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
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