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The Changing Marketing Software Landscape
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The Changing Marketing Software Landscape

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

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

The Marketing Software Landscape is always evolving making marketing today impossible without significant investments in technology.

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The Changing Marketing Software Landscape The Changing Marketing Software Landscape Presentation Transcript

  • Webcast:The Changing Marketing Software Landscape March 22, 2012
  • Today’s SpeakersDan Smith, SVP Marketing Suresh Vittal, VPClickSquared Forrester @dsmithC2 @sureshvittal 2 © 2012 Forrester Research, Inc. Reproduction Prohibited 2
  • 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 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 © 2012 Forrester Research, Inc. Reproduction Prohibited 3
  • The Changing Marketing SoftwareLandscapeSuresh Vittal, Vice President & Practice Leader –Customer Intelligence March 22, 20124 © 2012 Forrester Research, Inc. Reproduction Prohibited 2009
  • AgendaTrends affecting marketers todayMarketing technology buying trendsThe marketing technology landscape5 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • We have entered the “Age of the Customer” Source: June 2011, “Competitive Strategy In The Age Of The Customer” Forrester report6 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • You want to compete? Get customer obsessed! Nimble, emphasizing speed over strength Flexible, valuing versatility over lock-in Global, embracing worldwide supplies, demands, and markets Smart, providing information-rich services over dumb products or transactions7 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Customer obsession: a definition A customer-obsessed company focuses its strategy, its energy, and its budget on processes that enhance knowledge of and engagement with customers and prioritizes these over maintaining traditional competitive barriers.8 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 1. The Splinternet.9 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 2. Spend shifting online.10 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 3. Figuring out social media.11 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 4. Mobile.12 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 5. Empowered consumers.13 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 7. Data explosion.14 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • 8. Technology is core.15 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Agenda Trends affecting marketers today Marketing technology buying trends The marketing technology landscape16 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Five buying groups emerge with distinct needs Focus on all aspects of Marketing marketing. Key areas include All functional areas are leadership measurement, strategy and equally important marketing optimization Focus on building the brand and Interested in brand creating compelling brand measurement, asset Brand marketers content. Work with agencies, mgmt, creative design media buying firms, and creative shops Interested in analytics, Relationship Emphasize customer insight campaign management, marketers development and d2c segmentation and offer communications management Interested in finance Central organization that management, collaboration, Marketing focuses on budgets, processes, production and fulfillment operations vendor relationships, and management, and asset fulfillment. management Interactive Focus on interactive and emerging Web analytics, search, media strategy email, ad targeting, and Marketers optimization17 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Marketing budgets fund technology spend Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report18 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Marketing is an active participant in technology selection Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report19 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Costs heavily influence technology selection Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report20 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Business case makes it a hard sell internally Base: 137 Global Customer Intelligence professionals Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report21 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Lower costs and reduced dependence on IT drive outsourcing Source: March 2009 “Understanding The Marketing And IT Relationship” Forrester report22 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Outsourcing is a popular option for all companies Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report23 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Outsourcing decisions are driven by cost Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report24 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Look for technology and integration expertise in outsourcing partners Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report25 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Agenda Trends affecting marketers today Marketing technology buying trends The marketing technology landscape26 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Acquisitions add to the challenges facing Customer Intelligence professionals Source: July 2011 “Acquisitions: Another Disruptive Force For Marketing Technologists” Forrester report27 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The major categories of marketing technology software remain the same Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report28 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • But there is increasing convergence in marketing management solutions Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report29 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • The enterprise marketing platform has four primary categories Enterprise marketing platform Example vendors: Aprimo, IBM, Infor, Neolane, Oracle, SAP, SASMarketing management Brand management Relationship marketing Online marketingCapabilities: Capabilities: Capabilities: Capabilities:• Performance • Collaboration • Campaign management • Email, mobile, and social management • Marketing resource • Segmentation • Web analytics• Plan and calendar management • Predictive modeling • Web interaction• Budget management • Marketing asset • Lead management optimization• Marketing mix modeling management • Event-based marketing • Ad targeting and• Forecasting • Distributed marketing audience buyingExample Vendors: Example Vendors: Example Vendors: Example Vendors:Accenture, Hudson River Adam Software, Alterian, ClickSquared, Adobe, ClickSquared,Group, Marketing BrandMaker, Direxxis, Conversen, Eloqua, Entiera, ExactTarget, HPEvolution, Marketing Distribion, Orbis Software, Pitney Bowes (Autonomy), IBMManagement Analytics, Saepio (Coremetrics), Responsys,ThinkVine X Plus One Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report 30 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Management: Process & planning  Marketing performance systems align marketing investments to objectives and performance.  Marketing resource management systems create a central location for defining marketing objectives, planning and related processes. Marketing management technologies: Marketing management technologies: •Improve marketing efficiency •Improve marketing efficiency •Lack analytics and performance management capabilities •Lack analytics and performance management capabilities •Will be delivered as features of larger enterprise application •Will be delivered as features of larger enterprise application31 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Brand: Collaboration & creative  Digital asset management solutions manage the creation, management, and distribution of rich media assets.  Larger players from the enterprise content management, digital asset management, and distributed marketing have begun to position themselves in this space. Brand management technologies: Brand management technologies: •Manage the marketing assets within and beyond the corporate office •Manage the marketing assets within and beyond the corporate office •Fail to help marketers understand asset performance •Fail to help marketers understand asset performance •Will be subsumed by marketing management vendors •Will be subsumed by marketing management vendors32 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Relationship: Analytics and campaign management  Campaign management and marketing automation systems enable the targeting and selection of customers for direct marketing campaigns.  Business intelligence tools support targeting, segmentation, and predictive analysis of customer behaviors. Relationship marketing technologies: Relationship marketing technologies: •Provide campaign automation and analytics capabilities •Provide campaign automation and analytics capabilities •Must deliver flexible delivery models — on-premises, on-demand, and •Must deliver flexible delivery models — on-premises, on-demand, and hybrid options — and facilitate easier customization hybrid options — and facilitate easier customization •Will struggle to reach new generation of marketers •Will struggle to reach new generation of marketers33 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Integrated marketing process through cross-channel campaign management Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report34 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Interactive: Online outreach and optimization  Web analytics applications track website activity and interactive programs centered on the website.  Web interaction optimization tools employ statistical testing methodologies to improve the relevance of content and offers. Online marketing technologies: Online marketing technologies: •Support online marketing activities including web analytics, messaging, ad •Support online marketing activities including web analytics, messaging, ad and audience management and web interaction optimization and audience management and web interaction optimization •Must move to offer broader, analytically capable suites •Must move to offer broader, analytically capable suites •Will consolidate into online marketing suites even as diversification •Will consolidate into online marketing suites even as diversification continues continues35 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Application Delivery Models On Premise Managed Appliance Hosted SaaSCloud36 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Trends in marketing technology spend 1. SAAS solutions gain in popularity 2. This isn’t just limited to the mid-enterprise market 3. Service providers and SIs are heavily involved in deploying and managing technology 4. Online marketers are starting to invest in marketing technology 5. As Content, Commerce, Customer, and Collaboration start to converge 6. Few marketers want to rip and replace existing technologies 7. Delivering a web of capabilities through an integration layer becomes critical 8. Modular capabilities that run on any platform and delivered by multiple providers is an emerging consumption model37 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • ClickSquared’s Cross-Channel Marketing HubCross-Channel Campaign Management in the Cloud Intuitive Easy-to-use, integrated interface for easy training and day-to-day efficiencies Streamlined One common interface for cross-channel analysis, discovery, campaign design, channel execution and reporting Interactive Visual selection for easy targeting & selection Automated Triggered campaigns Multi-wave, cross-channel campaigns Actionable Interactive dashboards provide insight across all execution channels 38 © 2012 Forrester Research, Inc. Reproduction Prohibited 38
  • Questions?39 © 2012 Forrester Research, Inc. Reproduction Prohibited
  • Thank you Suresh Vittal Dan Smith +1 617.613.6097 +1 857.246.7614 svittal@forrester.com dsmith@clicksquared.com Twitter: @sureshvittal Twitter: @dsmithC2www.forrester.com www.clicksquared.com © 2009 Forrester Research, Inc. Reproduction Prohibited
  • 41 © 2012 Forrester Research, Inc. Reproduction Prohibited 41