itsma 2016 leadership forum: embracing audiences, agile future
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ITSMA 2016 Leadership Forum:
Embracing Audiences, Agile FuturePenny Delgadillo Valencia
Senior Vice President, Global Audience Marketing, SAP
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Major shifts in technology have
changed the business
landscape, the buyer’s journey,
how we approach marketing and
our paths as marketers.
© 2016 SAP SE or an SAP affiliate company. All rights reserved.
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SAP HANA PLATFORM
WorkforceEngagement
Supplier Collaboration
Business Networks
CustomerExperience
Omnichannel
Assets &
Internet of Things
Digital Core
Every company can develop a digital strategy across these 5 pillars:
1. Outcome-based customer experience
2. Re-platform core business processes and bring together business process and analytics in real time to be smarter, faster, and simpler
3. Smarter and engaged workforce across all employees
4. Supplier collaboration to accelerate growth
5. Harness assets and the Internet of Things to drive real-time insights and a new business model
SAP Enabling the “Digital Business Framework”
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WorkforceEngagement
Supplier Collaboration
Business Networks
CustomerExperience
Omnichannel
Assets &
Internet of Things
Digital Core
CHROCEO
CIODevelopers
CMOSalesServices
CFOProcurementSupply Chain
CFO
CIO
Core Audiences
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PR, Influencers/ Social
Selective Engagement High Touch
Emerging(Supply Chain, Mobility, Developers)
Acquired Businesses:CEC, Concur, Ariba
CIO CFO
Cross Audience Priorities: Platform, S/4Hana, Digital Boardroom
Services Marketing / Partners
Account Based Marketing / Customer Success
End to end Marketing Plan and ExecutionRegional footprint, Centers of Excellence, Alignment
SMECHRO
Analytics, Insights / ROB
Engagement Model Framework
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It starts with the
customer journey…
Audience Marketing
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0%
20%
40%
60%
80%
100%
120%
2013 2014 2015
Vendor Delays Customer Delays Other
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Opportunity!
Buyers increasingly look to vendors to speed
up purchasing process
Q: Please estimate the
percent of delay
between the desired
and the actual
purchase time that is
the result of vendor's
marketing and sales
processes and your
internal buying
process?
Shadow IT
Business Projects
Business Funded: Joint IT & Business Projects
IT Funded: Joint IT and Business Projects
IT Projects
© IDC Visit us at IDC.com and follow us on Twitter: @IDCSource: IDC 2015 Line of Business Study
Rise of LOB Buyer
20%
23%
20%
20%
17%
Business buyers continue to influence
80% of all tech purchases and fund 60%
2015
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AUDIENCE MARKETING is…
The strategy for segmenting around meaningful audience attributes
and the development of actionable practices around these cohorts.
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#
%
%
$
Reach + NPS
Click through
MQL
Prospects + Pipe
Global KPI
Local KPI
Awareness
Engagement
Intent
Close
Accountability & connecting KPIs
Post sale engagementNurture
Fewer campaigns, connected across Audiences and the Customer lifecycle
HR Platform Finance
Awareness Engagement Intent/Purchase Nurture
Connect
messageConnect
message
Strategic ObjectiveLand grab/Revenue/Compete etc.
STP Model for Audiences and Campaigns
Segmentation
Targeting
Positioning
Execution
Audience Campaigns Framework
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Awareness Consideration Purchase Advocacy
‘Live Business’ Across the Customer Journey
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The Modern Marketer
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Lessons Learned
J Curve
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My Approach
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Lessons Learned
Standardization with
One Voice to the Market
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Lessons Learned
Cross-Audience
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Lessons Learned
Reimaging Influencers,
PR and Evangelism
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Lessons Learned
Measure/Monetize
Wrap-Up and Q&A
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Thank you!Penny Delgadillo ValenciaTwitter: @PennyDelgadillo
LinkedIn: Penny-Delgadillo