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The Marketing Revolution: Engage – Lead – Perform – Lisa Arthur – Aprimo
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The Marketing Revolution: Engage – Lead – Perform – Lisa Arthur – Aprimo

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With the proliferation of new channels, the pressure for marketers to deliver ROI in today’s economy and customers’ growing appetite for personal relationships with brands, CMOs and marketing ...

With the proliferation of new channels, the pressure for marketers to deliver ROI in today’s economy and customers’ growing appetite for personal relationships with brands, CMOs and marketing teams will find they need to constantly reinvent their roles and drive revolutionary change.

For the last two years, Aprimo CMO Lisa Arthur has traveled the world – meeting with C-level Marketers at some of the world’s most admired and successful organizations. Her presentation is a field report from the front lines of the Marketing Revolution: How leading Marketers have created and executed strategic roadmaps helping them transform their marketing organizations by engaging with customers more effectively and increasing internal efficiencies and productivity, leading to both increased sales and increased return on marketing investment.

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The Marketing Revolution: Engage – Lead – Perform – Lisa Arthur – Aprimo    The Marketing Revolution: Engage – Lead – Perform – Lisa Arthur – Aprimo Presentation Transcript

  • #b2bnl
  • STATE OF THE MARKETING REVOLUTION: A REPORT FROM THE FRONTLINESState of the Marketing Revolution: A Report From the Frontlines | Presented by Lisa Arthur, CMO 3
  • marketing Accountability CHANGE DISRUPTIO Big data CustomerBusiness models N experience ROI DIGITAL CHANNELSState of the Marketing Revolution: A Report From the Frontlines 4
  • THE REVOLUTION IS REDEFINING MARKETINGState of the Marketing Revolution: A Report From the Frontlines 5
  • RAPID RISE OF SOCIAL MEDIA HOW CUSTOMERS Learn Share Shop Connect Experience 2004 2005 2006 2007 2008 2009 FACEBOOK YOUTUBE TWITTER IPHONE GROUPON FOURSQUAREState of the Marketing Revolution: A Report From the Frontlines 6
  • NEW ERA OF DEEP CUSTOMER ENGAGEMENT % will spend will pay 50 more 84 % 5% more % will pay will switch to 56 10% more 89 % a competitor Source: RightNow Technologies, 2011State of the Marketing Revolution: A Report From the Frontlines 7
  • THE NEED FOR COMPELLING CUSTOMER EXPERIENCE CREATING MORE COMPELLING CUSTOMER EXPERIENCES CITED AS BIGGEST DRIVER OF CHANGE 40 37% 35 27% 25 20 18% 17% 15 10 5 1% 0 Need to Drive to Streamline Integrating Creating Compelling Prove ROI Digital Internal Channels Customer Experiences Operations Aprimo CMO Survey, 2011State of the Marketing Revolution: A Report From the Frontlines 8
  • WHAT’S CAUSING DISRUPTION IN MARKETING? Integrating Digital Channels Big Data Social Media Need to Prove ROIState of the Marketing Revolution: A Report From the Frontlines 9
  • CONVERGENCE AROUND THE CUSTOMER CUSTOMER BIG RELATIONSHIP DATA MANAGEMENT SOCIAL ANALYTICS & MEDIA DECISIONING DATA MANAGEMENT REAL-TIME MOBILE INCENTIVES APPLICATIONSState of the Marketing Revolution: A Report From the Frontlines 10
  • CUSTOMERS DRIVING ENGAGEMENTState of the Marketing Revolution: A Report From the Frontlines 11
  • THE WORLD’S DATA IS GROWING 50% A YEAR AND MORE THAN DOUBLING EVERY 2 YEARS1.5 MILLION DATA-LITERATE WORKERS NEEDEDState of the Marketing Revolution: A Report From the Frontlines 12
  • NEW BREED OF DATA-DRIVEN MARKETER 82% REPORTED IMPROVEMENT IN MARKET SHAREState of the Marketing Revolution: A Report From the Frontlines 13
  • TOOTHPASTE IS DATA…State of the Marketing Revolution: A Report From the Frontlines 14
  • THREE MARKETING REVOLUTION IMPERATIVES ENGAGE ENGAGE CUSTOMERS WITH CONVERSATIONS LEAD MARKETERS MUST BE CHANGE AGENTS PERFORMUNLEASH DATA TO POWER MARKETING PERFORMANCEState of the Marketing Revolution: A Report From the Frontlines 15
  • THANK YOU.State of the Marketing Revolution: A Report From the Frontlines | Presented by Lisa Arthur, CMO 16