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Webcast:Redefining the Marketing Technology             Backbone              June 21, 2012
Today’s SpeakersDan Smith, SVP Marketing   Robert Brosnan, PrincipalClickSquared               Analyst, Forrester      @ds...
ClickSquared at a Glance Background          •   Founded in 1999. Headquartered in Boston, MA                     •   Offi...
Redefining the Marketing TechnologyBackboneRob Brosnan, Senior Analyst, Customer Intelligence    @brosnaroJune 21, 20124  ...
AgendaTrends affecting marketing technologyModernizing the marketing technology backboneDefining marketing technology requ...
Marketing needs lots of technology6   © 2012 Forrester Research, Inc. Reproduction Prohibited
1                                  Access to Customers7   © 2012 Forrester Research, Inc. Reproduction Prohibited
Customers are increasingly always-addressable    Source: North American Technographics® Online Benchmark Recontact Survey,...
2                                         The expanding                                         path to purchase9   © 2012...
The expanding universe of customer interactions     Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrest...
3                                                 The Splinternet.11   © 2012 Forrester Research, Inc. Reproduction Prohib...
Empowered consumers12   © 2012 Forrester Research, Inc. Reproduction Prohibited
4                                   The Data Conundrum13   © 2012 Forrester Research, Inc. Reproduction Prohibited
Marketers struggle to unify customer data     Source: Q4 2010 Global Technology Benchmark Online Survey14   © 2012 Forrest...
Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology r...
Marketing technologies touch all parts of the organization     Source: February 14, 2012, “Revisiting the Enterprise Marke...
The marketing technology backbone17   © 2012 Forrester Research, Inc. Reproduction Prohibited
Application suites are startlingly complex18   © 2012 Forrester Research, Inc. Reproduction Prohibited
But data and optimization span the landscape19   © 2012 Forrester Research, Inc. Reproduction Prohibited
20   © 2012 Forrester Research, Inc. Reproduction Prohibited
Rules reflect the business, not customer needs21   © 2012 Forrester Research, Inc. Reproduction Prohibited
Rethinking the backbone22   © 2012 Forrester Research, Inc. Reproduction Prohibited       2009
23   © 2012 Forrester Research, Inc. Reproduction Prohibited
Rethinking the backbone24   © 2012 Forrester Research, Inc. Reproduction Prohibited
Targeting addressability in the splinternet25   © 2012 Forrester Research, Inc. Reproduction Prohibited
Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology r...
Requirements require a series of strategic choices  Balancing stakeholders across the buying process  Linking business p...
Forrester’s marketing technology maturity model                                                               • Data      ...
Stage 1: operational mastery           Key objective: establish operational capabilities for each channel or            c...
Stage 2: cross-channel integration           Key objective: move beyond traditional direct marketing to integrate all    ...
Stage 3: optimization           Key objective: prove the ROI of marketing technology investments           Method: imple...
Stage 4: real-time unification           Key objective: calibrate the capabilities of the marketing technology stack     ...
Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology r...
Developing your marketing technology strategy  Identify your key touch points, decisions, and rules in sales, marketing, ...
Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology r...
Cross-Channel Campaign Management in the CloudThe SaaS Cross-Channel Marketing Hub automates and integrates a variety of m...
Fast Time to Value                                                          Easy to Use                                   ...
Questions
Thank youRobert Brosnan                                               Dan Smith+1 212.857.0734                            ...
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Redefining the Marketing Technology Backbone

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Speakers: Rob Brosnan, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared

Redefining the Marketing Technology Backbone – moving from systems of marketing management to systems of customer engagement.

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Transcript of "Redefining the Marketing Technology Backbone"

  1. 1. Webcast:Redefining the Marketing Technology Backbone June 21, 2012
  2. 2. Today’s SpeakersDan Smith, SVP Marketing Robert Brosnan, PrincipalClickSquared Analyst, Forrester @dsmithC2 @brosnaro 2
  3. 3. ClickSquared at a Glance Background • Founded in 1999. Headquartered in Boston, MA • Offices in Atlanta, Phoenix, London, Middlesbrough (UK) • 160 total employees What We Do • ClickSquared helps marketers acquire, engage, convert, grow and retain customers by providing the tools, analytics, expertise and technology to make smarter marketing decisions. Value We Generate  We enable greater prospect conversion, increased customer retention, improved cross sell rates, enhanced loyalty and higher customer value Why ClickSquared? • Broadest cross-channel delivery capabilities, enterprise-class campaign management tools, unique multi-audience database support, embedded analytics, industry expertise, packaged programs and value-add marketing services Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design, management, execution and measurement of their marketing programs. • Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo, East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One Bank and The Boston Celtics 3
  4. 4. Redefining the Marketing TechnologyBackboneRob Brosnan, Senior Analyst, Customer Intelligence @brosnaroJune 21, 20124 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  5. 5. AgendaTrends affecting marketing technologyModernizing the marketing technology backboneDefining marketing technology requirementsNext steps and recommendationsSummary5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  6. 6. Marketing needs lots of technology6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  7. 7. 1 Access to Customers7 © 2012 Forrester Research, Inc. Reproduction Prohibited
  8. 8. Customers are increasingly always-addressable Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  9. 9. 2 The expanding path to purchase9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  10. 10. The expanding universe of customer interactions Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  11. 11. 3 The Splinternet.11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  12. 12. Empowered consumers12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  13. 13. 4 The Data Conundrum13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Marketers struggle to unify customer data Source: Q4 2010 Global Technology Benchmark Online Survey14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology requirements Next steps and recommendations Summary15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  16. 16. Marketing technologies touch all parts of the organization Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  17. 17. The marketing technology backbone17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  18. 18. Application suites are startlingly complex18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  19. 19. But data and optimization span the landscape19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  20. 20. 20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  21. 21. Rules reflect the business, not customer needs21 © 2012 Forrester Research, Inc. Reproduction Prohibited
  22. 22. Rethinking the backbone22 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  23. 23. 23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  24. 24. Rethinking the backbone24 © 2012 Forrester Research, Inc. Reproduction Prohibited
  25. 25. Targeting addressability in the splinternet25 © 2012 Forrester Research, Inc. Reproduction Prohibited
  26. 26. Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology requirements Next steps and recommendations Summary26 © 2012 Forrester Research, Inc. Reproduction Prohibited
  27. 27. Requirements require a series of strategic choices  Balancing stakeholders across the buying process  Linking business processes and capabilities  Integrating interacting systems  Stringing together data sources27 © 2012 Forrester Research, Inc. Reproduction Prohibited
  28. 28. Forrester’s marketing technology maturity model • Data • Technology • Processes • Analytics & Measurement • Resources • Strategy28 © 2012 Forrester Research, Inc. Reproduction Prohibited
  29. 29. Stage 1: operational mastery  Key objective: establish operational capabilities for each channel or customer touch point  Method: defining technology roadmap, focused on acquiring point solutions  Characteristic technologies: e-mail service provider, social listening platform, web content management29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  30. 30. Stage 2: cross-channel integration  Key objective: move beyond traditional direct marketing to integrate all outbound and inbound channels  Method: establish marketing technology assessment and 3-5 year roadmap with a focus on enterprise or integrated approach to technology acquisition  Characteristic technologies: cross-channel campaign management, marketing resource management, marketing asset management30 © 2012 Forrester Research, Inc. Reproduction Prohibited
  31. 31. Stage 3: optimization  Key objective: prove the ROI of marketing technology investments  Method: implementing change management and training processes focused on encouraging agile, cross-channel optimization.  Characteristic technologies: data mining and modeling, predictive analytics, contact optimization31 © 2012 Forrester Research, Inc. Reproduction Prohibited
  32. 32. Stage 4: real-time unification  Key objective: calibrate the capabilities of the marketing technology stack to customer’s real-time needs  Method: use customer intelligence to inform the strategic planning of multiple business units  Characteristic technologies: channel neutral interaction management, event based marketing, multi-channel attribution32 © 2012 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology requirements Next steps and recommendations Summary33 © 2012 Forrester Research, Inc. Reproduction Prohibited
  34. 34. Developing your marketing technology strategy  Identify your key touch points, decisions, and rules in sales, marketing, fulfillment, and customer support.  Evaluate opportunities to automate marketing processes and customer- facing decisions.  Review your current operations and capabilities.  Create a technology strategy and phased implementation roadmap.  Dimensions: strategy, resources, analytics & measurement, processes, technology, and data  Prove ROI in high-value segments and interactions.34 © 2012 Forrester Research, Inc. Reproduction Prohibited © 2011 Forrester Research, Inc. . Reproduction Prohibited
  35. 35. Agenda Trends affecting marketing technology Modernizing the marketing technology backbone Defining marketing technology requirements Next steps and recommendations Summary35 © 2012 Forrester Research, Inc. Reproduction Prohibited
  36. 36. Cross-Channel Campaign Management in the CloudThe SaaS Cross-Channel Marketing Hub automates and integrates a variety of marketingfunctions, from cross-channel campaign management, to data management and analytics.Channels / Delivery Campaign Management  Email  Cross-Channel Orchestration  Mobile / SMS  Targeting, Segmentation & Testing  Social  Audience Management  Web  Shared Business Rules  Direct Mail  Dynamic Content  Survey Industry-  Comprehensive Reporting Leading SaaS Customer UnderstandingData Management & Analytics Marketing Capture Intent Automation  Solicitation History  Database Design Platform  Ad Hoc Analysis  Database Hosting  Response Tracking  Hygiene / Merge-purge  Preference Management  ETL  Data Visualization  Predictive Analytics  Behavioral Triggers  Descriptive Analytics  Customer Scoring 36 © 2012 Forrester Research, Inc. Reproduction Prohibited 36
  37. 37. Fast Time to Value Easy to Use Powerful More Effective37 © 2012 Forrester Research, Inc. Reproduction Prohibited 37
  38. 38. Questions
  39. 39. Thank youRobert Brosnan Dan Smith+1 212.857.0734 +1 857.246.7614rbrosnan@forrester.com dsmith@clicksquared.comTwitter: @brosnaro Twitter: @dsmithC2www.forrester.com www.clicksquared.com © 2009 Forrester Research, Inc. Reproduction Prohibited
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