Pre Engineered Building Manufacturers Hyderabad.pptx
Science to the art of marketing fps final (no notes)
1. Bringing Science to the Art of Marketing IBM’s Marketing Transformation Journey Pete Jakob IBM Brand Manager, UK & Ireland (Marketing Scientist) IBM
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3. I have 10,000 followers and can convince them all that your product is terrible I received a compelling competitive offer and am about to defect I always post positive reviews when I’m satisfied with products and service I expect your promotions to be relevant to me – not for things I never buy The web has moved from a network of content to a network of people who shape how your brand is perceived.
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5. The future of marketing is also changing… Intuition driven “ Offline” Single channel Mass media blasts Selling Static Silo’ed Company Brand Product-Centric Reactive One-way Data driven Online & Offline Multi-channel; 24/7 Personalized 1:1 dialogue Anticipating & servicing Agile, dynamic Coordinated & deliberate Customers contribute to brand Customer experience-centric Predictive Interactive “ Traditional” Marketing Transformational Marketing
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7. There are 7 key attributes present in best-practice for Response Nurturing and Lead Management Response Capture Responses Database Opportunity Nurture Acceptance Closed Business Qualification Lead Progression Nov 07 Key Chart #1 2. Single real-time view of all responses (Transparent) 4. Activity Scoring 5. Rules-based dialogue 3. Nurturing Offers aligned to buying cycle and prospect interests 6. Pass with full history into CRM system 1. Sales/Marketing SLA 7. Measurement System Response Nurturing Progression
14. Success: Improved execution and responsiveness Response handling created Landing page URL created Transactional Landing page & email created Assets syndicated Results reporting Responses loaded into Siebel Transactional email sent Pre-Unica 20 days 10 days 21-28 days Weekly 7 days 60 days Executing in Unica 1 hour 1 hour Daily 1 hour 1 hour Business Impact: Faster Follow-up on Responders From Days to Hours with Automation!
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17. We are building an integrated marketing approach Deep Customer Insight Consistent, Compelling Brand & Customer Experience Optimized Cross-Channel Marketing Processes Integrated Marketing Solution
![The marketing landscape has changed. ,[object Object],[object Object],[object Object],[object Object],of people don't believe that companies tell the truth in advertisements 75% of CEOs picked “getting closer to the customer” as their top priority 88% of marketers plan to reorganize by the end of 2011 75%](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)