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Customer Experience Personalized Communications_Product Overview

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  • 1. In-depth Customer Profile on Marketing ROI How a Global 2000 Brand Achieves Their ROI Goals for Marketing© Copyright 2009 EMC Corporation. All rights reserved. 1
  • 2. The Marketing Imperative What are the new objectives of marketing?© Copyright 2009 EMC Corporation. All rights reserved. 2
  • 3. The Marketing Imperative “Which of the following are major technology themes for your marketing organization?” Elevated Customer  Experiences© Copyright 2009 EMC Corporation. All rights reserved. 3
  • 4. The Marketing Imperative Challenges of being more business relevant: Alignment of organizational marketing goals 46 43 Elevated Customer  Linking marketing to financial performance 43 42 Integrated marketing communications Experiences 33 44 Overall marketing accountability 27 47 Managing brand strategy 29 47 Maximizing customer profitability 34 40 Return On Marketing  Building marketing knowledge in trends and developments Marketing innovation/creativity balanced against 24 25 46 44 driving business growth Justifying marketing investments enterprise wide Leveraging marketing technology advances Investment 14 26 36 42 Extremely Important Very Important cooper roberts research, 2008© Copyright 2009 EMC Corporation. All rights reserved. 4
  • 5. Targeting The Business Impact Cost Revenue Extraction Enhancement© Copyright 2009 EMC Corporation. All rights reserved. 5
  • 6. Business to Business Co. Marketing efficiency, shrinking budgets by 10%. Position themselves for strong growth emerging from the recession Size of company • $750M in revenues • 5,000 employees Marketing department • 200 people, globally located. Marketing centers in China, London and NY Agency • 9 key outsource agencies: advertising, PR and Web 2.0, and collateral Product launches • Quarterly product releases, with a major release every year© Copyright 2009 EMC Corporation. All rights reserved. 6
  • 7. Modeling the business impact: Cost Drivers Marketing Customer Execution Expected Experience Costs Revenue Ramp Marketing Systems Actual Revenues Agency Costs Costs Sales Collateral Reduce by Production $100,000 Marketing Reduce by Collateral $400,000 Target Production Marketing Reduce by Costs $100,000 Reduce by $150,000 Business to Business Company’s Marketing Budget is 5% of revenue = $37.5M Time© Copyright 2009 EMC Corporation. All rights reserved. 7
  • 8. Modeling the business impact: Revenue Drivers Marketing Customer Expected Actual RevenuesExecution Revenue Experience Revenues Ramp “I want a true interactive and personalized experience… recommend products I’m truly interested in!” Time© Copyright 2009 EMC Corporation. All rights reserved. 8
  • 9. Modeling the business impact: Revenue Drivers Marketing Customer Expected Actual RevenuesExecution Revenue Experience Revenues Ramp “Sales and partner sales are ramping much too slow” Time© Copyright 2009 EMC Corporation. All rights reserved. 9
  • 10. Modeling the business impact: Revenue Drivers Marketing Customer Expected Actual RevenuesExecution Revenue Experience Revenues Ramp Increase share of wallet - $1.3M Increase sales close rate - $2M New customer acquisition - $2.5M Business to Business Improve sales Company’s revenue ramp - $1.1M goal is $6.9M. Less than 1% revenue Time increase.© Copyright 2009 EMC Corporation. All rights reserved. 10
  • 11. Modeling the business impact: Strategic Benefits Marketing Customer Execution Experience Brand reputation and equity Regulatory compliance Rights security and IP protection Social media leverage and governance© Copyright 2009 EMC Corporation. All rights reserved. 11
  • 12. Doing the Analysis© Copyright 2009 EMC Corporation. All rights reserved. 12
  • 13. Principles behind the analysis  You need to own the numbers  Simplify to critical areas  Involve the organization: “ROI workshop”, and finance  Run different scenarios© Copyright 2009 EMC Corporation. All rights reserved. 13
  • 14. Documentum Solutions for Interactive Marketing Web Brand Experience Management Management Marketing Customer Process Communications Management Management Customer Intelligence Management© Copyright 2009 EMC Corporation. All rights reserved. 14
  • 15. Brand Management Presentation Video Image Management Management Management Collateral 3D Image Agency Production Management Collaboration Marketing Repository© Copyright 2009 EMC Corporation. All rights reserved. 15
  • 16. Brand Asset Repository - Customer- Trusted source for all brand assets reducing information silos. Revenue drivers: sales ramp and new customer acquisition  Ensure right brand assets for field salesperson, distributor, local public relations firm, journalist, or whoever else need it - within minutes.  Increased advertising due to accessibility – asset downloads no longer constrained by US eastern time zone Cost saving drivers: agency costs and collateral production  Elimination of cost of shipping invoices between global offices  Reduction of non-creative agency fees saved millions per year© Copyright 2009 EMC Corporation. All rights reserved. 16
  • 17. Low hanging opportunities Presentation Video Image Management Management Management  Global Image Library  Agency Collaboration Collateral 3D Image Agency Production Management Collaboration  Presentation Management (especially B2B) Marketing Repository© Copyright 2009 EMC Corporation. All rights reserved. 17
  • 18. Web Experience Management Dynamic Web 2.0 and Delivery Analytics Web Design and Authoring Site Management Marketing Repository© Copyright 2009 EMC Corporation. All rights reserved. 18
  • 19. CustomerRevenue drivers:  Continuous product launches create 365 day publishing window  Web 2.0 and social media stack Live Feeds Live Feeds  Multi-channel publishing: Web, mobile, RSS, video Polling Polling  Business owners drive content, look and feel and social media activities Blogs // Wikis Blogs WikisCost savings drivers: marketing IT systems  Consolidate over 400,000 pages: 23 languages, over 1000 global Tailored Tailored publishers Rich Media Rich Media Social Networking Social Networking Tagging Tagging© Copyright 2009 EMC Corporation. All rights reserved. 19
  • 20. Low hanging opportunities Dynamic Web 2.0 and Delivery Analytics  Web 2.0 Enablement  Dynamic Delivery  Web Consolidation Web Authoring Design and Site Management Marketing Repository© Copyright 2009 EMC Corporation. All rights reserved. 20
  • 21. Documentum Solutions for Interactive Marketing Marketing Platform Best Practices In the age of digital content, marketing departments are increasingly tasked with creating digital experiences to promote Web Brand Experience their companies’ brands. IDC believes that marketing Management Management departments can reap significant benefits from investment in an enterprise marketing platform. IDC. August 2008, Melissa Webster Marketing Customer Marketers are in agreement; enterprise marketing platforms are Process Communications critical for managing integrated, cross-channel Management Management marketing programs and improving marketing efficiency. Forrester. April 2008, Suresh Vittal Customer Intelligence Top 4 Keys To Marketing Suceess… marketing technology platforms Management MarketingProfs, blog, 2009© Copyright 2009 EMC Corporation. All rights reserved. 21
  • 22. For further information  Visit us today at: www.EMC.com/ims  Download the IDC Whitepaper on Interactive Marketing at www.EMC.com/ims  Visit us on Facebook by searching for “EMC Documentum Solutions for Interactive Marketing”© Copyright 2009 EMC Corporation. All rights reserved. 22
  • 23. Get Involved with EMC CMA CommunitiesWhy should you join? Collaborate and share best practices Shape the direction of future EMC products Network with innovators across the globe, 24/7 Join now by going to: community.EMC.com/go/Documentum community.EMC.com/go/SourceOne developer.EMC.com/Documentum developer.EMC.com/XMLtech community.EMC.com/community/labs/d65© Copyright 2009 EMC Corporation. All rights reserved. 23
  • 24. © Copyright 2009 EMC Corporation. All rights reserved. 24

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