creating a marketing tech blueprint to drive performance by scott vaughan

Creating A Marketing Tech Blueprint to Drive Performance

© 2014 Integrate | www.integrate.com 1

Scott VaughanChief Marketing Officer@ScottAVaughan

Our Blueprint Discussion

2© 2014 Integrate | www.integrate.com

• The Promise of Marketing

Technology

• The Marketing Tech Blueprint

Defined

• Best Ways to Leverage the

Blueprint

• Blueprint Use Cases + Outcomes

• Jump Starting Your Blueprint

What’s on Tap

© 2014 Integrate | www.integrate.com

The Promise of Marketing Technology for Modern Marketing

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Marketing’s Clear Mandate

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Create Happy Customers, Sales Pipeline + ROI


CUSTOMERS SALES PIPELINE MARKETING ROI

The Promise of Marketing Technology

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• Automate manual tasks + efforts

• Power + personalize digital engagement

• Enrich customer experience + conversations

• Integrate siloed people + processes

• Crunch + synthesize data for insights

• Measure performance + ROI

Technology is an enabler − not a strategy!


Don’t Buy Into the Hype…

CMOs WILL SPEND MORE ON TECH THAN CIOs BY

2017.

*Source: Gartner Group


Or the Fear!

*Source: http://chiefmartech.com


The Marketing Tech Blueprint Approach:Fusing Business + Customer Goals with Technology + Processes

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Define Business + Customer Goals

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Align + Prioritize Your Tech Investment + Initiatives

DEMAND GEN:Increase lead velocity, data accuracy +

measure ROI on media investment

CUSTOMER EXPERIENCE:

Create personalized experiences +

increase customer lifetime value

The Marketing Tech Blueprint

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Visually Document Current + Desired State


Establish credibility with Stakeholders by:

• Visually tell the story – map the why and vision to the how and delivery

• Identify technologies, vendors and processes

• Amplify and isolate needs, gaps and duplication

• Align tech with marketing, data and lead processes

Team Discovery via Core Questions

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•What technologies do I need most?

•How do they align, connect and overlap?

•What processes are manual? What needs to be automated?

•How much should I invest?

•Which technologies are internal + which are vendor sources?

•Which vendors should I work with?

Based on Business + Customer Goals


Identify the most vital technologies to automate, integrate + optimize

Take Inventory: Understanding Your Stack

Social Media Websites Automation Analytics

Search CMS CRM Call Tracking

Identify + Document the Processes


Think about:• Mapping the customer experience + journey to your

processes/systems

• What steps are taken to initiate a marketing campaign/program?

• How does data and lead flow through the system?

• How is program performance reported, analyzed and optimized?

…and then go down the list of marketing operations + workflow processes:Campaigns + Program Performance…Data/Analytics

Measurement…

Inquiries to Qualified Lead…Customer Lifecycle…

Marketing-Sales Alignment…Accounting/Financial…ROI

Attribution

Overlay Processes on TechnologyDevelop Your Marketing Tech Blueprint


Marketing Automatio

n

CRM/Sales

Systems

Data Analytics

Content Managemen

tWebsite

Display

Social

Search

Telemarketin

g

RFP / Insertion Orders

Data Governanc

e

Program Performance Reporting /

Analysis

Program Optimization

Content Personalizatio

n

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Lack of closed marketing loop for rapid program optimization and measurable ROI

Lead validation/normalization is a manual task – slows lead velocity and undermines quality

Marketing Auto learnings not connected to CMS

LEGENDManual Data Flow

Automatic Data Flow (Higher

Velocity)

Process

Technology

Roadblock

Identify + Prioritize ImprovementsEliminate gaps, chokepoints + silos


Marketing Automatio

n

RFP / Insertion Orders

Data Governanc

e

Program Performance Reporting /

Analysis

CRM/Sales

Systems

Data Analytics

Content Managemen

tWebsite

Display

Social

Search

Telemarketin

gProgram Optimization

Content Personalizatio

n

17

LEGENDManual Data Flow

Automatic Data Flow (Higher

Velocity)

Process

Technology

Priority Improvement

Use API integrations to close marketing loop and increase actionable insights

Invest in data governance tech to improve lead velocity and quality

Connect Marketing Automation to CMS

2

1

3


The Marketing Tech Blueprint ApproachUse Case + Outcomes

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Challenges:

• Siloed marketing functions + communications – inefficient use of existing technology

• Lead velocity was incredibly slow – took up to 30+ days to get from source to sales team

• No attribution + fragmented reporting – hinders the ability to optimize or measure ROI

• Didn’t understand the sources of problems – just the symptoms

Use Case for Marketing Tech BlueprintTech Company Focusing on Improving Inquiry to Customer

Use Case: Inquiry to Lead PerformanceWhere to Apply Tech + Process Change + Investment

CRMData

Governance System Search

Event Attendee

s

Website

Social

32 Partners Set-up in Cloud

Marketing Automation

Lead scoringNurturing

Telemarketing

Lists

MA Responses for Cleansing

Cleansed/Enriched Response Data

Data Governance or Direct to CRM (Already BANT Qualified)

Insertion Order

Creation

Campaign Management

Content Management

Lead / Data

Analysis

Posting Specs

Campaign Performance

Reporting

Media Invoicing


Manual data delivery between systems slowed lead velocity

Lack of attribution and delayed reporting prevented effective measurement and optimization

Outcomes + Results


Actions & Results• Streamlined and automated front end processes for sourcing

and launching campaigns to improve productivity

• Averaged a 25% reduction in time and resources

• Integrated systems and lead sources; all data went through 1 process

• Drastically increased lead velocity by nearly 30%

• Invested in data governance technologies to improve data accuracy and sales time efficiency (and customer experience)

• 42% increase in marketing leads rejected by sales

• With one process and integrated systems now able to close the loop to measure ROI on existing marketing/sales systems

• Increased ROI by 18%


Putting Your Blueprint to WorkGetting started + on the bus!

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Put Your Blueprint to Work

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Empowers You to Communicate + Articulate Tech Investments + Choices


Executive + Board of Directors

• Provides complete strategy + investment view

Line of Business Owners

• Gets everybody on the same page

Marketing + IT Collaboration

• Develops a playbook for joint communications

Tech Vendors + Partners

• Identifies + better evaluates vendor/partner value

Jump Starting Your Blueprint

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Form a small cross-discipline working group

Take inventory of existing tech + processes

Build your Martech Blueprint

Identify choke points, silos + biggest needs

Look for quick wins

Review + share with execs, stakeholders + vendors

Evolve with business needs



Get on the Bus & Rollin!


THANK YOU

Scott VaughanCMO, Integrate@[email protected]

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