clevertouch presents at recent marketo breakfast briefing presentation

Copyright © 2013 CleverTouch Marketing. All rights reserved.

How to get on the front-foot and build boardroom credibility at the same time.

13th June 2013

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1. What the Execs want

2. Marketing =Should be Strategic (sostac)

3. How to go about it……..(infrastructure)

4. Examples……….UK & European

The Agenda/takeaways


#marketoIPOsuccess

t/o $20mmarket cap $724m>$2m value per h/c

Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved.

Disclosure:


Depending on which industry you are in Marketing is in various states of transition

4P’s…….4E’sEducate > SellingSpend is very differentSkills are different too

Technology, agility and infrastructure key

B2B>B2C


B2B Marketing- an agent of change?

Genuine driver of change?

Respected service provider?

Subservient service provider?


Marketing- as a source of influence?

Just 9% of CEOs refer to marketing data for decision making and just

6% of CFO’s.


CEOs need help………..SG&A

selling, general & admin

Surveyed 200 of top 1000 organizations

Only 1 in 4 reducing SG&A in line with revenue reduction.

• Ave rev reduction 23.7%• Ave SG&A 6.7%

How to go from backroom to boardroom?


Too many Marketers misunderstand their role

The CEO’s view…..

1. Grow revenue, reduce costs & don’t mess up2. Be a source of innovation……….no time for that3. Maintain the cultural conversation…… 4. Prove the ROI……..not great at that5. Translate technology to the business……….


Marketing Automation is a little more than lead scoring and lead nurturing………

Copyright © 2013 CrowdVu. All rights reserved.


………….begin with the end in mind……….start with the process

……why is this so

important?


The rug is being pulled from your feet……….

57% of the purchase decision is completed BEFORE a customer contacts a supplier.


The CMO’s agenda (issues)

1. Marketing is about relationships not transactions.2. ROI is a perennial problem3. Shifting demographics & channels of influence

* Social is here to stay……just can’t put it in context4. More than Brand Management……..reputation and corporate character (governance).


Marketing- in control?

ROI top CMO concernYet only 20% can measure it.

Source: Adobe CMO report 2012.


Build an infrastructure Company A, VC backed started up….

“We have spent £100k pcm for the last 3 years and have nothing to show for it”

Company B, Nasdaq listed technology company

“We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.”


For many Marketers their understanding & interest in technology is limited

………really?


If marketers are overly- reliant on content AND brand identity for revenue outperformance then the outcomes will not be pretty…….


From creative to marketing intelligence

•Content & Creative is a tactic

•Strategy is all about Positioning, Segmentation & Targeting

•Most marketers spend too much of their time on

tactics………..………..SOSTAC


Revenue outperformance should not be left to chance


So what else can be done to get on the front foot?1. Increased marketing intelligence & insight

2. Intelligent campaigns and engagements…longer than the qrtr

3. Ever greater integration of technology….use it imaginatively

4. Ecosystems


Build out intelligence BEYOND Buyer Personas…….


IT Job Segments

CXX Level

IT Managers

Architecture/ Infrastructure

Support Services and Operations

Database & DBAs

Application Managers

Desktop & VDI

Networking

Storage & Server &

Virtualisation

Security & Compliance

Storage & Server &

Virtualisation

IT Storage Systems Manager

Global Data Team

Leader

Data Storage

IT manager

Database & DBAs

Database Team

Leader

DBAMarket

Database Analyst

Architecture/Infrastructure

IT Infrastructure Manager

Application Infrastructure Manager

Digital Infrastructure Manager

Personas to Job clusters

smarter thinking around who totarget has delivered a 400% improvementin engagement rates


TOTAL8,575,766

Rest of Europe

UK

Rest of WorldNorth America

10-49: 1,092,97950-1 255,744200-999: 66,0811000+: 21, 154

10-49: 167,57150-199: 43,517200-999: 12,1641000+: 3,678

10-49: 303,00050-199: 427,134200-999: 101,7191000+: 21,021

GLOBAL:10 - 49

6,491,530

10-49: 4,927,90050-199: 824,497200-999: 254,3311000+: 62,276

GLOBAL:50-199

1,550,892

GLOBAL:200-999

435,015

GLOBAL:1000+

108,129

THE MARKET OPPORTUNITY BY ORGANIZATION


Data audit- analytics & insight…some examples…….

Lapsed Customer Data

Or Company Size

Or Geography


So what else can be done?

1. Increased marketing intelligence & insight



4. Ecosystems


Workflow….works

Intelligent campaigns and engagements…


Struggling with Marketing ROI’s

How come only 20% of marketing directors even try and attempt to measure ROI??

–PRETTY MUCH IMPOSSIBLE WHEN CAMPAIGNS SHORTER THAN THE BUYING CYCLE

‘Moneyball Marketing’ predict future outcomes based on past activity.

–Data, history, content, campaigns etc..

27


Joined-up campaigns or one-offs sends?

VMware–Identical assets (to NA)–The difference

•NA largely manual•EMEA & ASIA fully automated

•(6 months: 19 languages)–Automated version personalised delivered much higher results.

Nurturing provides a significant ROI


• TIME TO MARKETING, THE MARKETERS WEAPON

• Data fetch x10 times per day• 1000s per month automated on the programme• NO MANUAL INTERVENTION• Initially a 2 year programme. Extended another 2

years


How is B2B marketing in Europe different?The market is smaller & less homogenised

–language/country

US more about lead gen and ‘filling the funnel’

Europe more about nurturing and loyalty

Europe value servicesData Governance has a higher currency in Europe

In Europe clients like to mix it up


1. Whitepaper2. Blueprint3. Webinar


The death of email…..IPSOS 2012

Email still the most popular activity online

85% Email/61% SM

#1 activity on mobile#2 on tablets

however………


Not all campaigns start with an email- MA will provide increasingly more opportunities to redefine business processes- everywhere

In 4 months 70% increase in Inbound, now ‘at capacity’


So what else can be done?

1. Increased marketing intelligence & insight



4. Ecosystems


Gartner- by 2015 top 20% organisations will have an Information Infrastructure in place



It is all in the API………

as Marketers your role is to serve your

clients across all channels in a way that suits them…

The rigorous pursuit of a

reduction in silos should be

encouraged.


WEB

The web above the web…..capturing the initial point of engagement


Your customers are mobile and you need to be too.

Mary Meeker

Copyright © 2013 CleverTouch Marketing. All rights reserved. 42

Elsevier tracking webinar behaviour

Two “onboarding” webinars in a month.

However 40-60% that register don’t attend, people have different levels of interest.TIME & ENGAGEMENT GREAT INDICATORbehavioural marketing.

Elsevier’s BrainNav

250,000 articles a year in 2,000 journals


Dynamic phone numbers to tie inbound calls to campaigns & PPC

0800 123456 0800 654321


BI integrationIntelligent forms for auto-population

44


SOCIAL MEDIA FOR LEAD GEN….STILL IN ITS INFANCY

- 7. Lead Gen and Sales- 6. Recruitment- 5. Thought leadership 4. Customer service- 3. NPD/Market research- 2. Crisis Management- 1.Internal morale & Comms


2. Social Media Sign-on

3. Social Intelligence

1. Share to social


• Social Sign-on allow users to quickly and easily interact with campaigns without having to fill in any forms.

• When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities.

Social Sign-on


Social Sign-On


WHERE ARE WE GOING WITH

SOCIAL INTELLIGENCE?

Inbound Search

CrowdVu SSE

Automated ETL

Email

Marketing Automation

CRM

Real time conversational marketing


Social intelligence for proactive sales engagement


Social Selling now very pertinent…..

65% of buyers buy from company adding value- it is not a features bakeoff.

79% of sales reps active in social selling hit quote and at 9% higher revenues too.


The search interface can be used find conversations in real-time relating to your products, services or competitors

Here we have made a search which returned 363 profiles for

individuals mentioning document outsourcing or

managed print services


We can hover over the profiles to understand what each profile has posted in social media by hovering over their thumbnails, this helps to determine if the profiles are relevant


In conclusion


1. Creativity alone is not the basis of outperformance.

2. A scienced based approach means that ROI can be replaced with marketing forecasting

3. Your role is to drive change and translate what the technology can do.

4. Vigorously pursue a reduction of silos and long-term campaigns & thinking

5. Leave a legacy… (use SOSTAC)


A Final thought…..

…..marketing should be a source of innovation……..but before you can think outside the box, you need to create it first.

X


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Thank you

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How to get on the front-foot and build boardroom credibility at the same time.

13th June 2013

Sponsored by