verizon wireless cmo meeting - pega · chairman and ceo forrester research . 9 ... contact me...
TRANSCRIPT
© 2014 Pegasystems Inc. 2
Speakers
Larry is a globally known expert in public relations and
marketing services. Passionate about the convergence of
technology, the web and communications, he is a frequent
public speaker on the future of marketing, the social web and
building communities online.
Larry enjoys helping global brands and emerging companies
harness social media strategies to enhance brand reputation,
create and extend partnerships, and increase demand
generation. He founded one of the industry's first interactive
marketing agencies, Thunderhouse, and has worked with
world-class clients including ARM, AT&T, Coca-Cola, Cook
Medical, General Electric, General Motors, IBM, Kaiser
Permanente, Microsoft, and many more.
Ed has marketing management responsibility for Pega’s
Next-Best-Action Marketing and Decisioning solutions. Prior
to Pega he led IBM's social media analytics portfolio from
development, marketing, sales, consulting, and support.
He has supported clients in the adoption and optimization of
Marketing, CRM and web 2.0 technologies while addressing
the needs of analytics. Prior this role, Ed has served in a
variety of Marketing and management consulting for mid-
market companies, high tech and financial services industry.
© 2014 Pegasystems Inc. 3
What Skills Does a Marketer Need to Succeed?
Critical Thinking (Failure is okay)
Collaboration Across Organization
Analytical Skills
Holistic Approach to Customer
Technical Skills
© 2014 Pegasystems Inc. 4
What Skills Does a Marketer Need to Succeed?
Critical Thinking (Failure is okay)
Collaboration Across Organization
Analytical Skills
Holistic Approach to Customer
Technical Skills
It’s all about Me – The Marketer!
© 2014 Pegasystems Inc. 5
Most Marketers Trail
© 2014 Pegasystems Inc. 6
Leaders Perform Better
IBM 2013 CMO Study
© 2014 Pegasystems Inc. 7
Customer Experience Contributes to Financial Success
© 2014 Pegasystems Inc. 8
Customer Centricity is Paramount
“ Forrester has invested much time and energy in researching this
tectonic shift in the business environment. We firmly believe in the
potential of the age of the customer - or Customer-Centric-Era – to
reshape how both marketers and technologists define their jobs and the
legacy they will leave.”
George F. Colony
Chairman and CEO
Forrester Research
© 2014 Pegasystems Inc. 9
Shared Value is the Sweet Spot
Channels
Business Objectives
Growth
Retention
Service
Risk Customer
Needs
Contextual
Timely
Consistent
Relevant
1:1
© 2014 Pegasystems Inc. 10
Design Thinking is a Fluid Process
Understand Observe Develop point
of view
Ideate and
choose
Prototype
and test Implement
© 2014 Pegasystems Inc. 11
Its All About the Customer
© 2014 Pegasystems Inc. 12
Customer Lifetime Value HOW IS IT MEASURED?
© 2014 Pegasystems Inc. 13
Marketers Control Over Media
Owned
Paid Earned
© 2014 Pegasystems Inc. 14
Velocity
Volume Variety
Big Data Landscape: Marketers Drive Value
Source: practicalanalytics.wordpress.com Source: hp-cloudstories.com
© 2014 Pegasystems Inc. 15
Marketing Automation
© 2014 Pegasystems Inc. 16
NBA
for Retention
Retain
& Win Back
5 Extend revenue opportunity
through proactive and
reactive retention
NBA
for Risk
Mitigation
Mitigate
4 Intervene to
minimize risk
NBA
for X-Sell and
Up-Sell
Grow
3 Intervene to drive
revenue with
relevant offers.
NBA
for Differentiated
Customer Service
Use
2 Intervene to reduce cost to
service and protect margin.
NBA
for Targeting
Discover
& Acquire
1 Targeted acquisition,
relevant education, full
service take up.
Does Marketing Automation Allow Company’s to Better Target Customer’s Journey?
Baseline Value
Using Decisioning and
Next-Best-Action
© 2014 Pegasystems Inc. 17
What Skills Does a Marketer Need to Succeed
Critical Thinking (Failure is okay)
Collaboration Across Organization
Analytical Skills
Holistic Approach to Customer
Technical Skills
© 2014 Pegasystems Inc. 18
Follow our blogs on pega.com
Find additional information at http://www.pega.com/products/crm/next-best-action-marketing
Educate yourself on NBAM at http://www.pega.com/services/university-of-pega
For more information ask you Account Executive or;
Contact me
Email: [email protected]
Twitter: @edburek
Linkedin: www.linkedin.com/pub/dir/Ed/Burek
Thank You!
© 2014 Pegasystems Inc. 19
Book Offer
All attendees will receive a complimentary copy of Larry’s new book,
The Digital Marketer: Ten New Skills You Must Learn to Stay
Relevant And Customer Centric
Twitter: TheLarryWeber
LinkedIn: www.linkedin.com/in/thelarryweber
Websites:
Digital Influence Group
Racepoint Group
W2 Group, Inc.
© 2014 Pegasystems Inc. 20
Q & A
© 2014 Pegasystems Inc. 21
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