Speakers Pegasystems Inc.

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2 Speakers 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 midmarket companies, high tech and financial services industry. 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. 2

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 3

4 What Skills Does a Marketer Need to Succeed? Critical Thinking (Failure is okay) Collaboration Across Organization It s all about Me The Marketer! Analytical Skills Holistic Approach to Customer Technical Skills 4

5 Most Marketers Trail 5

6 Leaders Perform Better 6 IBM 2013 CMO Study

7 Customer Experience Contributes to Financial Success 7

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 8

9 Shared Value is the Sweet Spot Channels Contextual Growth Timely Service Relevant Retention Consistent Customer Needs Business Objectives Risk 1:1 9

10 Design Thinking is a Fluid Process Understand Observe Develop point of view Ideate and choose Prototype and test Implement 10

11 Its All About the Customer 11

12 Customer Lifetime Value HOW IS IT MEASURED? 12

13 Marketers Control Over Media Owned Earned Paid 13

14 Big Data Landscape: Marketers Drive Value Velocity Volume Variety Source: practicalanalytics.wordpress.com Source: hp-cloudstories.com 14

15 Marketing Automation 15

16 Does Marketing Automation Allow Company s to Better Target Customer s Journey? Discover & Acquire Use Grow Mitigate Retain & Win Back 1 Targeted acquisition, relevant education, full service take up. 2 Intervene to reduce cost to service and protect margin. 3 Intervene to drive revenue with relevant offers. 4 Intervene to minimize risk 5 Extend revenue opportunity through proactive and reactive retention Using Decisioning and Next-Best-Action Baseline Value NBA for Targeting NBA for Differentiated Customer Service NBA for X-Sell and Up-Sell NBA for Risk Mitigation NBA for Retention 16

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 17

18 Thank You! Follow our blogs on pega.com Find additional information at Educate yourself on NBAM at For more information ask you Account Executive or; Contact me Linkedin: 18

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: Websites: Digital Influence Group Racepoint Group W2 Group, Inc. 19

20 Q & A 20

21 BETTER BUSINESS SOFTWARE FOR THE DIGITAL ENTERPRISE Build for Change 21