technology is the big idea

PRESENTED TO: CMO SUMMIT

Technology IS the Big IdeaMarch 3, 2014

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A study of 1700 CMOs worldwide

confirmed that marketers believe their

profession is being transformed by big

data, the proliferation of mobile devices

and the emergence of social media.

#5 *Source: IBM, 2012

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THE CMO’S NEW ROLE

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THE CMO & TECHNOLOGY

#8 Source: The Atlantic, October 2012

An Atlantic survey of CIO respondents showed that:

9#9 Source: CMO.com, September 2013

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• New responsibilities

• New organization chart and team skills

• Owning the reference architecture


#10 *Source: Chief Marketing Technologist, November, 2012

1 in 4 CEOs rank “technical expertise”

as one of the top three qualities

they look for in CMOs*

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• 70% of companies staff a Chief Marketing Technologist; 80% of those CMT’s report to Marketing, not IT**

The CMO must assemble the right team

to develop technology knowledge within

the marketing organization.*

THE CMO’S NEW ORG CHART & TEAM SKILLS

#11 *Source: Chief Marketing Technologist, July 2013 and November 2012; **Source: Gartner Key Findings, March 2013

12#12 Source: CMO.com, September 2013

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Technology has become the core of marketing

THE MARKETING TECHNOLOGY LANDSCAPE

#14 Source: IBM, 2012

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Investment and ROI

The CMO will spend more on technology than the CIO by 2017.—Laura McLellan,

Gartner Analyst

The challenge is for the CMO to turn the technologies into revenue generating

platforms.

INVESTMENTS IN MARKETING TECHNOLOGY

#15 Source: YAHOO! Finance, April 2013

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Reference Architecture: Do you own yours?

• Web Content Management (WCM)

• Marketing Automation

• Optimization

• CRM

• Analytics and Reporting

• Media Buying

• Social / Community Management

Integrated Technology Platforms

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Technology has become the core of marketing. It IS the big idea.


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Companies competing for the marketing cloud all integrate:

• WCM (content)

• CRM (sales)

• Marketing Automation (custodian of digital profile)

• Media and programmatic advertising

• Social community management

• Search tools

40% of CMOS confirm these top three keys to marketing success*

• Corporate Website

• Social Marketing

• Digital Advertising

LEADERS IN THE MARKETING CLOUD

#19 *Source: Gartner 2013

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THE MARKETING CLOUD

Core Cloud Capabilities

AnalyticsOptimization

WCMMarketing Automation

SocialMedia Management

AdobeAdobe Analytics

Adobe Target

Adobe Experience Manager

Adobe Campaign

Adobe SocialAdobe Media Optimizer

Oracle | EloquaMarketing Measurement

Targeting & Segmentation

Content Marketing

Campaign Management

Social Media Marketing

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Case Study: CSC’s Journey to Best Digital Practices

Situation Overview: CSC had historically not needed to focus

on marketing due to the nature of their products and sales

process until recently. The market got smaller, customers were

making informed buying decisions well before contacting sales

and competition increased. With new leadership in place, CSC

had an opportunity to address their gaps in marketing and

infrastructure and leapfrog their competition thanks to not

having any legacy systems.

The Goal: Put in place a best in breed digital infrastructure that

would empower a next-generation digital marketing organization.

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The PeopleBalance between digital natives and digital immigrants

Understand digital infrastructures

Business savvy wrapped around tech core

Webmaster

Analytics master

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Solution Focus: Website Redesign

Goal: Reduce content to most relevant content for buyer journey; help move CSC

to a more centralized model; implement a fully customized, proprietary CMS that

can be updated on the fly with internal requirements

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Solution Focus: Content

MarketingGoal: Hire professional journalists to write copy;

focus on editorial rather than marketing copy;

tell stories rooted in intelligence; use content to

humanize the CSC brand; create diverse content

types (video, case studies, infographics, panel

discussions, white papers)

•Create content that intersects traditional and

new media

•Apply SEO to make content discoverable

•Use data to make informed content decisions

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Solution Focus: Marketing AutomationGoal: Implement and optimize Eloqua to reach customers at key points in journey (Attract, Nurture,

Prioritize, Sell), connect them with CSC’s demand center; codify demand generation

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Solution Focus: Enhance Social MarketingGoal: Engage its 98,000 employees in social to showcase the company’s problem-solvers; use

“social forensics” to connect digital body language with user profiles; build and leverage an

expanding social sphere of influence

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Solution Focus: Enhance Use of AnalyticsGoal: Use extensive analytics and data mining capabilities to optimize campaigns; implement full

suite of marketing dashboards that show comprehensive campaign and customer specific views,

omni-channel including interactions, cross-channel attribution, multi-level holistic views; use

expertise of data analysts for predictive modeling

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• Time Period: Multi-year effort; 2011-2013

• Results:

• Implementation of executive level dashboards to clearly

communicate lead generation and sales progress

• Use of multi-channel lead attribution modeling to predict

ROI

• Increased viewership of important content

• Increased time spent on site

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For more information on CSC’s journey to digital best practices:

http://prezi.com/xgapxebvvhox/digital-marketing-the-journey-to-best-practices/

http://prezi.com/etrgzucc5nlx/cscs-journey-to-digital-best-practices/

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The marketing software we

choose affects what marketing

can do.

#31 Source: Chief Marketing Technologist, December 2013

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Thank you!

Natalie Staines Director of Marketing

R2integrated

[email protected]

www.r2integrated.comTwitter: @r2integrated

Upcoming Events

March 14, Boston: Navigating Marketing

Automation

April 1-3, San Antonio: CMO Summit

April 28-30, Miami: NetFinance

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technology is the big idea

Technology

core of marketing

marketing organization

marketing technology

marketing success

chief marketing technologist

cmo technology

technology knowledge

cmos new role