#marketingshake – jon busman – winning: como los líderes de marketing capturan al cliente...
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Jon Busman. CMO Iniciative Global Marketing Lead IBM, by amdia. www.amdia.org.ar/marketingshakeTRANSCRIPT
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@namsub #marketingshake
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Jon Busman@namsub
Winning: Como los líderes de Marketing capturan al cliente conectado
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@namsub #marketingshake
In February of 2012, The New York Times published an article that gave us a glimpse of the future practice of marketing.
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@namsub #marketingshake
Responsabilidades atemporales para los profesionales de Marketing
Siempre hemos tenido la responsabilidad de conocer al cliente.
Siempre hemos sido responsables de definir qué llevar al mercado y cómo hacerlo.
Siempre hemos protegido la promesa de marca.
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Diseñar cultura y marca para que sean una.
Crear un sistema de engagement que maximice la creación de valor en cada toque.
Entender a cada cliente como individuo.
2012: Los tres imperativos de una nueva profesión
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8,000+ Clients
2013:4,183 face to face interviews
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Leading practices deliver leading results
1.8x Gross Profit
3.4x Net Income
2.4x Stock Price
*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights
The Top 20%
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Siempre hemos tenido la responsabilidad de conocer al cliente.
Siempre hemos sido responsables de definir qué llevar al mercado y cómo hacerlo.
Siempre hemos protegido la promesa de marca.
Diseñar cultura y marca para que sean una.
Crear un sistema de engagement que maximice la creación de valor en cada toque.
Entender a cada cliente como individuo.
Atemporal 2012
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Conocer cada cliente y momento en contexto
2014: Evolución al Customer Engagement
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90%
32%
of consumers expectpersonalization
only
claim to be highlyeffective at engagingindividual customers
Source: IBM Institute for Business Value and Center for Applied Insights
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© 2013 IBM Corporation12
Banco Itaú Argentina
Predictive customer context
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¿Qué momentos le importan más a tu cliente?
• What are those moments worth to your brand and your company?
• What information do you need to engage in these moments?
• Where could you get that information?
• Who in the organization needs that information?
¿Qué momentos le importan más a tu cliente?
• What are those moments worth to your brand and your company?
• What information do you need to engage in these moments?
• Where could you get that information?
• Who in the organization needs that information?
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Innovar y escalar experiencias personales que sean relevantes y gratificantes
2014: Evolución al Customer Engagement
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¿Qué esperiencia presonal gratificante puedes dar en ese momento?
• Is it a negative or positive moment?
• Can you connect multiple positive moments, or reverse a negative one?
• Can you provide utility at little to no marginal cost to you?
• Can you use digital to augment or reinforce physical interactions?
• Can you turn a sale into a service? Or post-sales into marketing?
¿Qué esperiencia presonal gratificante puedes dar en ese momento?
• Is it a negative or positive moment?
• Can you connect multiple positive moments, or reverse a negative one?
• Can you provide utility at little to no marginal cost to you?
• Can you use digital to augment or reinforce physical interactions?
• Can you turn a sale into a service? Or post-sales into marketing?
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Co-crear con clientes, empleados y partners
2014: Evolución al Customer Engagement
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“I have a defective Sony TV”
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¿ Con quién necesito colaborar para ejecutar?
• Are you enabled to collaborate?
• Who holds customer information or touches relevant to this moment?
• What teams can you build to align skills, budget and buy-in?
• Can you ask your customers, clients or partners to be a part of the solution?
• Can you do it at speed and scale?
¿ Con quién necesito colaborar para ejecutar?
• Are you enabled to collaborate?
• Who holds customer information or touches relevant to this moment?
• What teams can you build to align skills, budget and buy-in?
• Can you ask your customers, clients or partners to be a part of the solution?
• Can you do it at speed and scale?
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@namsub #marketingshake
Marketing es ahora Customer Engagement
Co-crear con clientes, empleados y partners
Innovar y escalar experiencias personales que sean relevantes y gratificantes
Conocer a cada cliente en contexto
Los tres imperativos de una nueva profesion de Customer Engagement
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IBM Institute for Business Value
CVCV
Some C-suite relationships matter more than others
CEO CIO
CMO
CEO CFO
CMO
CEO CFO
CHRO
CEO-CIO-CMO CEO-CFO-CMO CEO-CFO-CHRO
35% more outperformers 32%
more outperformers37% more outperformers
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IBM Institute for Business Value
CEOs say the ability to collaborate across the board is the most important attribute for success
50% CollaborationCollegiality, teamwork, alignment
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IBM Institute for Business Value
Each CxO can make a major contribution
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Conoce al cliente de telefonía involucrado
62% research via social networks
84% want to order online – return to store
They trust customer reviews 12x more than company statements
28
Expects a response within 5 minutes when contacting a company via social media
Is willing to trade her information for a personalized offering
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29
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@namsub #marketingshake
What if..
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@namsub #marketingshake
Ignite And Grow Customer Relationships
Convert Digital Prospects To Loyal Customers
Curate Meaningful Customer Interactions
Deliver EmpoweringDigital Experiences
Understand Your Customers
Deliver Exceptional Experiences Across
All Channels
Maximize Sales, Profit And Shopper Loyalty
Serve And Delight Your Customers
Reinvent And Automate Complex B2B
Sales Processes
Personalize The Store Experience
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@namsub #marketingshake
Ignite And Grow Customer Relationships
Convert Digital Prospects To Loyal Customers
Curate Meaningful Customer Interactions
Deliver EmpoweringDigital Experiences
Understand Your Customers
Deliver Exceptional Experiences Across
All Channels
Maximize Sales, Profit And Shopper Loyalty
Serve And Delight Your Customers
Reinvent And Automate Complex B2B
Sales Processes
Personalize The Store Experience
![Page 33: #MarketingShake – Jon Busman – Winning: Como los líderes de Marketing capturan al cliente conectado](https://reader037.vdocument.in/reader037/viewer/2022110308/557ac181d8b42a642f8b4f5d/html5/thumbnails/33.jpg)
@namsub #marketingshake
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@namsub #marketingshake
14 de Agosto 2015
14 de Agosto 2015
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@namsub #marketingshake
14 de Agosto 2015
14 de Agosto 2015
Gracias!
Jon Busman @namsub
IBM Marketing StudiesIbm.biz/marketingshake
Co-Create with IBMGonzalo Luthard Gutierrez