Technology as an Enabler for Technology Marketing. Adam Sharp MD

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1 Technology as an Enabler for Technology Marketing Adam Sharp MD

2 What I hope you get out of this session The real role of marketing in B2B environment How to make marketing more relevant, credible.& measureable Roadmap to productivity Marketing technology architecture considerations, the extended network

3 What I promise* A. Not to say 1. Content is king 2. Sales and marketing alignment 3. People, process and technology B. Not to use 1. Gratuitous exploitation of infographics. *Source of inspiration: Recent blog post The marketing automation drinking game

4 Vision & reality 4

5 Too many marketing organisations serve their comms channels and not the other way round SEO & PPC Ads & Direct Mail PR & Social Media Tele marketing Digital & Web Events Stuck in must communicate mode Multiple versions of The Truth No history Poor lead nurturing & routing People/Time Intensive

6 6 The state of Marketing today

7 Marketing misunderstanding CMO tenure < CEO tenure 22.9 months v s 53.8 months Understanding of the role Everyone marketing experts The colouring-in department Seen as subservient to sales (If you want safety.go to sales)

8 So what is PRIME role of marketing in a B2B technology environment?

9 So what is PRIME role of marketing in a B2B technology environment?

10 If you only focus on leads 1. Short-changing yourself 2. Limiting your role & variety

11 Copyright 2011 CleverTouch Marketing, All rights reserved Create opportunity for linearity and pipeline predictability not random leads, sales promotion & volatility

12 Copyright 2011 CleverTouch Marketing, All rights reserved Marketing/Sales Dynamic is changing. Marketing has scope and opportunity for greater influence on the funnel Buyers in control Role of sales changing old school enterprise relationship selling out Tele-marketing-; zero favourability, zero familiarity Educate don t sell Logical and continuous campaigns Nurture not spray and prey Those companies using technology well at significant advantage Marketing Domain

13 Marketing getting increasing focus IBM CMO study (1700) Relationships not transactions Understand and deliver value to empowered (self-service) customers Create lasting relationships-individuals not markets Struggle with ROI Perennial problem Ensure marketing s contribution is relevant and quantifiable Marketing responsible for the Corporate Character This is so much more than Brand & Identity Reputation, Engagement, Channel Models & eprivacy.

14 Three pragmatic steps to drive change and have greater influence within the business and accelerate revenue IBM CMO study Relationships not transactions Struggle with ROI Marketing responsible for the Corporate Character

15 Step change 1 Not just leads but end to end visibility

16 Copyright 2011 CleverTouch Marketing, All rights reserved No business can accurately predict future revenues without complete transparency into both the funnel and the pipe.joined up marketing Build a configurable model, relevant to you and execute to that.

17 Step change 2 Technologies increasingly connected, so build a marketing architecture to support business model. Single view of customer 1. Preference centres 2. eprivacy 3. Engagement strategy is source of advantage

18 Marketing brochureware to marketing hub PRE- CAMPAIGN ANALYSIS POST- CAMPAIGN ANALYSIS Copyright 2011 CleverTouch Marketing, All rights reserved 18

19 Marketing brochureware to marketing hub Copyright 2011 CleverTouch Marketing, All rights reserved 19

20 A single view of the prospects specific behaviour. Providing greater business intelligence for the sales team to engage. Copyright 2011 CleverTouch Marketing, All rights reserved

21

22 Increasingly joined up Systemise Social Media & Inbound to Web and then to other forms of engagement Copyright 2011 CleverTouch Marketing, All rights reserved 22

23 Step change 3 Build some process into your comms planning, create time and have fun. Typical Entry Point Stuck in Must Communicate Mode

24 Telco & Media smartphone research workflow- EXAMPLE ONLY 1: Smartphone or w allet - can y our customers afford to lose either? 2: Would you take a broken smartphone back to the store? 3: C an your customer support manage the 24/7 smartphone culture? 4: Would y our customer support benefit from a fresh outsourcing approach? 1 resend: New research - How F acebook is fuelling the smartphone Landing page w ith further report extracts 2 resend: Dow nload report - The impact of the smartphone on customer support Landing page w ith report extracts 3 resend: F ree Guide: Your alternativ es for tackling smartphone support Landing page cov ering alternative solutions of inhouse and outsource V isit w eb/ contact us 4 resend: Join company X and choose F irstsource as y our outsourcing partner Dow nload F irstsource sales guide V isit w eb/ contact us Profiling/data cleaning form V isit w eb/ contact us Research Dow nload Inside sales calls follow up all dow nloads V isit w eb/ contact us Inside sales calls follow up repeat w eb v isitors only Inside sales calls follow up dow nloads and repeat w eb v isitors Week 1 Week 4 Week 6 Week 8 Thought leadership/ education Market positioning Sales engagement Copyright 2011 CleverTouch Marketing, All rights reserved 24

25 Each campaign needs content in a logical order

26 Some examples of companies deploying increasing degrees of technology connectivity for a single customer view ( so much more than leads)

27 Elsevier Founded in ,000 articles a year in 2,000 journals Its archives contain seven million publications Yearly downloads amount to 240 million Pre-tax profit in 2006: 581 million (+0.5% from '05) Elsevier s BrainNav BrainNavigator has revolutionized the way neuroscientists work, becoming a central hub for research Two onboarding webinars in a month. We will always have the recorded version available based on people s area of interest. However 40-60% that register don t attend, people have different levels of interest- behavioural marketing. 27

28 Behavioural Marketing - Integration with a Marketing Automation System Who is attending webinars, for how long- who is really engaged Score leads and send detailed data into ELQA and CRM Subsequent messaging based on behaviour. 28

29 Extending the degree of integration 29

30 The brief Fully automate, integrated systems, integrate drip and keep in touch campaigns dynamic content & richer experience SMB Worry Free c.2m units/contacts 9 countries 7 languages 5 routes to purchase

31 Campaign flow/user journey Trend Micro Database Trend Database Segment POS Segment Time #1 #4 Post Purchase Survey Welcome Campaign Trend FTP Site Data put on to FTP site daily Default Customer Communications Regular Monthly Campaigns Ad Hoc Campaigns Mid Term Survey Renewal Reminders CleverTouch Data Transformation Data manipulated ready for silv erpop In Trial Segment #1 #4 Welcome Campaign Silverpop FTP Site Data uploaded to silv erpop for scheduled daily import Post Trial Activation Segment Activate - Y Activate - N Post Purchase Survey #1 #2 #1 Welcome Campaign Win Back Campaign Survey #2 Extended Trial Period Campaign Silverpop Database New contacts added to Database #8

32 Progressive profiling on web, interactive adviser guide

33 Dynamic Content Product recommendations based on progressive profiling Products/links are all personalised so ROI can be calculated at individual level

34 Building an online/offline community

35 Fusion io- integrating inbound, outbound, online and offline 35

36 From digital to the physical.. over 700 of them 36

37 Conclusions So much more than leads Forget sales promotion Service provider but not subservient Opportunity for greater influence, drive change Think about marketing technology infrastructure Increasingly networked for reach Save time, make life easier, be more influential Strive for single (lifetime) view of the customer

38 Technology as an Enabler for Technology Marketing Adam Sharp MD

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