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A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

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The presentation recently presented at our Marketing Leaders' Breakfast Briefing on 15th May.

Speakers included:
- Marketo
- eFinancialCareers
- CleverTouch

Published in: Marketing, Business, Technology
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A Marketing Leader's Marketo Breakfast Briefing Presentation - 15th May

  1. 1. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Thursday 15th May A Marketing Leader’s Marketo breakfast briefing
  2. 2. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close The Agenda
  3. 3. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
  4. 4. Page 4 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Easy. Powerful. Complete. Marketo makes Marketing Software that is Phil Jacobs
  5. 5. Any discussions regarding Marketo’s product roadmap and product features and functionality are for informational purposes only. This information is current only as of this date; product plans are constantly evolving and thus subject to change. The actual product release content and schedule may differ materially from what is in this presentation. Any purchasing decisions should not be contingent on the delivery of any future functionality or features discussed or otherwise presented. Safe Harbor Statement
  6. 6. Page 6 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketo Company Snapshot • Leading cloud-based marketing software company • Nasdaq ticker symbol MKTO • 3,250+ customers in 36 countries • Operations in North America, EMEA, APAC • Gartner - “Leader” • CRM Magazine - #1 Marketing Solution – CRM Magazine • Excellent customer adoption, success, renewal rates Marketing Solution Winner 3nd consecutive year #1 Marketing Software Vendor on Inc. 500 #28 Most Promising Company in America Leaders Quadrant (MQ 6 2012)
  7. 7. Page 7 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Marketo’s Customers Across Industries Life Sciences & Healthcare Media & Consumer Financial Services EducationCommunications & Infrastructure Manufacturing & EnergySoftware & Cloud Business Services
  8. 8. We’re here because the world has changed © 2011 Marketo, Inc.
  9. 9. Page 9 © 2011 Marketo, Inc. Marketo Proprietary and Confidential The Digital era has brought an unprecedented change in buying and business model THEN NOW Information: SCARCITY Purchasing Power: SELLERS Organizational Power: SALES Information: ABUNDANCE Purchasing Power: BUYERS Organizational Power: MARKETING
  10. 10. Page 11 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Trends - Transformation of Marketing THEN NOW #1 #2 #3 #4 #5 Demographic Behaviours & Context (Real-Time) Mass Advertising Every Channel Personalised Campaigns Continuous Conversations Isolated Channels Coordinated Experiences Intuitive decision making Data-driven automation
  11. 11. Page 12 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Digital Marketing Today is silo based Email system CRM System Website Content Web Analytics Social Media Lack of a Centralized Marketing Database • Prospect / Customer activity trapped in silos • Manual merging of lists / activities extremely manual • Data quality issues: incomplete data, duplicate data, data reconciliation • No alignment between sales and marketing • Reporting on KPIs and ROI is difficult to impossible
  12. 12. Page 13 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Modern Marketers Need a Complete Solution Marketing’s System of Record REVENUE EFFECTIVENESS Drive conversion to sale • Prospect Prioritization • Offer Prioritization • Social Selling • Productive Prospecting RELATIONSHIP MARKETING Lifetime dialog with customers based on behaviors and interest • Nurturing and Scoring • Email Marketing • Marketing Automation • Event Marketing • Customer Engagement INBOUND MARKETING Ensure potential customers can find you • Content Marketing • SEO / SEM • Social Campaigns • Landing Pages ANALYTICS & MEASUREMENT Understand impact of marketing and optimize marketing investments • Budgeting & Planning • Spend Analysis • Cross-program Allocation • Opportunity Analysis • Revenue Attribution
  13. 13. Page 14 © 2011 Marketo, Inc. Marketo Proprietary and Confidential We’re seeing a variety of positive impacts • Enhancing the customer engagement • Driving business benefits • Helping efficiency • Facilitating a change of business model
  14. 14. Page 15 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Enhancing the Customer Engagement • By being more relevant to them • Taking behavioural and contextual activity into account • Co-ordinated Experience across all channels • By having continuous conversations rather than email blasts • Nurturing tracks to drive/guide conversations. • Reduction in email volume increasing level of engagement
  15. 15. Page 16 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Driving business benefits • Drive business benefits like • More Customers • More leads • Better quality of leads • Increase cross-sell/upsell • Better sales and marketing alignment • Proof of Compliance
  16. 16. Page 17 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Helping efficiency • Change in lifestyle – automate and forget • Run more campaigns with the same team • Reduce or shift costs
  17. 17. Page 18 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Facilitating a change in business model • B2B to B2C or B2B2C. • Facilitate a shift in customer behaviour
  18. 18. Page 19 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Net Result for companies that use Marketo
  19. 19. Page 20 © 2011 Marketo, Inc. Marketo Proprietary and Confidential Net Result for Marketers who use Marketo • The rise of the “Marketing Nation” • A change in the internal view of marketing operations • A seat at the table.
  20. 20. So how will you adapt to these trends and if not now……when? © 2011 Marketo, Inc.
  21. 21. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
  22. 22. Marketing Automation Introducing Marketing Automation Emma Young, Marketing Manager – Global Clients (t) +44 (0)20 7997 7922 (e) eyoung@efinancialcareers.com
  23. 23. Background and challenges
  24. 24. www.efinancialcareers.com Background 25 Founded in 2000 eFinancialCareers is the world’s leading financial services careers website, and the place to go for financial careers and talent. We’re global… With offices based in London, Frankfurt, Dubai, Singapore, Hong Kong & New York, eFinancialCareers offers local websites in 19 markets across North America, Europe, Asia-Pacific, and the financial centres of the Middle East. We operate in multiple languages. Aug 2013 – we launched Salesforce & Marketo across the business. www.efinancialcareers.com #CTexp14
  25. 25. www.efinancialcareers.com Challenges Over a decade of growing globally we developed a few challenges with our B2B marketing communications: • Operating in regional silos • Brand and message consistency in our client marketing communications • Lack of control over client marketing communications • No internal design/html resource for collateral creation • Device compatibility & screen optimisation • Limited technical skill within the team Process review and change 26#CTexp14
  26. 26. www.efinancialcareers.com Global consistency The magnitude of the issue… 27#CTexp14
  27. 27. www.efinancialcareers.com Global consistency Controlling client communications 28 Before USA Singapore Gulf Germany France UK Hong Kong Australia Now USA Singapore Gulf Germany France UK Hong Kong Australia Global Client Marketin g #CTexp14
  28. 28. www.efinancialcareers.com Global consistency Before we could build our consistent communications, we needed to make our branding consistent across the globe! Beginning of 2013, we began a review of our branding and how our company was perceived both internally and externally. • Multiple internal workshops globally – how we are perceived how we want to be seen • Globally external workshops with clients – how they perceive us, why they use us In November we launched a brand which fits with our perceptions and requirements as discovered in the above consultancy process. Branding overhaul 29#CTexp14 Jan-Jun 2013 Brand consultation and overhaul Aug 2013 Marketo & Salesforce launched Nov 2013 New brand launches Jan 2014 Team re-structure Timeline of recent events
  29. 29. www.efinancialcareers.com Templating our communications Now that we have the brand how do we implement it in our communications and keep it consistent? The problem • Limited knowledge of HTML within the team • Small team – production output may become an issue now that we’re centralised • No internal design resource • How do we ensure our communications display well and consistently on all devices, and over time as we roll out new campaigns and messages? The solution • A set of sophisticated email and landing page templates optimised for multiple devices. Back to basics – doing less but doing it well! Resource gap & skills shortage 30#CTexp14
  30. 30. Implementing the email and landing page templates
  31. 31. www.efinancialcareers.com Email templates The brief • eFinancialCareers approached CleverTouch with the concept of a user-friendly, simplistic, responsive email template creator within Marketo. • There were a number of requirements: – The build of four Marketo templates that would be reusable, responsive and dynamic - selected for use in any order as and when required. – The emails would have to render on a wide range of devices. – They needed to be created and modified by people with no/little HTML knowledge. – Multi-language capability was essential. 32 #CTexp14
  32. 32. www.efinancialcareers.com Email templates The solution • CleverTouch devised a way for the emails to contain snippets, which allow the users to easily add and remove elements of an email using the Marketo editor. • These were then duplicated across other languages – French and German. • Overall CleverTouch delivered 33 reusable, responsive ‘modules’ to be used within each template, across all regions, enabling a flexible yet consistent look and structure every time. • These templates could be used by anyone – even without the technical knowledge usually required to build responsive emails. 33 #CTexp14
  33. 33. www.efinancialcareers.com Landing pages The brief • eFinancialCareers also required responsive landing page templates within Marketo using a user-friendly drag-and-drop interface. • There were significant technical challenges that arose including: – To enhance the user experience, on submission of a form, the page needed to refresh to display a thank you message, rather than routing to another page. – The creation of responsive landing page templates, snippets and forms that were required to render on multiple devices and to be created by people with no/little HTML knowledge. – Multi-language capability was essential. E.G 1 E.G 2 34 #CTexp14
  34. 34. www.efinancialcareers.com Landing pages The solution • The result is an advanced template, which uses JavaScript and jQuery to place elements where the user specifies. It appears as simple drag-and-drop functionality. • There are many other JavaScript solutions coded for this project, including form re-directs, dynamic & responsive image changing, and the complete rebuilding of any form generated to allow it to be fully responsive. • The solution avoids cluttering the Marketo instance with language templates, by handling translations in the same manner. The labels on forms can be translated, without changing the value submitted. • Today, any in-house user at eFinancialCareers can now create professional and responsive marketing landing pages – and without any coding skills. 35 Example desktop page version Example mobile page version #CTexp14
  35. 35. Moving forwards
  36. 36. www.efinancialcareers.com Successes to date • Integrated our external/website contact points with Marketo/Salesforce • Preference centre • Content download process • Qualification campaign • Campaign briefing process for regional marketers • Email templates • Landing page templates Consistent look and feel – globally! Basics first 37#CTexp14
  37. 37. www.efinancialcareers.com Next steps Data syncs Update to our basic sync • Sync purchase data – contract start and end date, products purchased • Sync usage data – low usage, no usage, high usage Why do we want to automate our communication plans? • CRM and marketing platform that can now ‘speak’ to each other • Support our client contact strategy − Interact with all clients, not just higher-value clients • Consistent and intelligent client engagement − Triggered timely messaging that fits with the clients’ lifecycle • Increase revenue! Automation enablement 38#CTexp14
  38. 38. www.efinancialcareers.com Lifecycle marketing • Current focus – active clients − Retention & Client loyalty » Engagement and usage campaigns » Renewal campaigns • Phase two – leads − Lead nurture » Nurture Campaigns » Lead Scoring • Phase three – prospects − Awareness » Lead capture » Lead Scoring The future 39#CTexp14
  39. 39. Emma Young Marketing Manager, Global Clients (t) 020 7997 7922 (e) eyoung@efinancialcareers.com
  40. 40. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
  41. 41. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Why MA? What are our Clients doing now and what are they looking to do in the future?
  42. 42. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing Automation isn’t easy, or at least it shouldn't be… Don’t buy on the demo or… …in the book
  43. 43. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Back to the boardroom…
  44. 44. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Answer: a pitiful 8% Back to the boardroom…
  45. 45. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved What percentage of CEO’s rely on Marketing for (data) insight in their decision making? Answer: a pitiful 8% If the CEO is a reformed CFO, this drops to just 6% Back to the boardroom…
  46. 46. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Increase revenue and the level of customer engagement • Be a radar to the market, anticipate stakeholders • Be a source of innovation (and some personality) • Provide some insight and fresh thinking • Increasingly translate how technology can shape the business Backroom to the boardroom…
  47. 47. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Translate what technology can do for the business
  48. 48. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Translate what technology can do for the business …Better yet, create new channels or business services from customer insight
  49. 49. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved CMOs biggest headaches 1. Lead Gen…(Demand Management) 2. Social & big data….the new marketing arms races 3. Technology – applying it 4. Shifting markets & demographics 5. New devices, multi-channel x multiplies 6. Relationships not transactions 7. Providing value & proving the ROI
  50. 50. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved CMO platform of opportunity?
  51. 51. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Educate not Sell • Only 1/3rd of clients buy on features. Forrester Research • Content = Thought Leadership • 57% of the buying is done before a company is engaged Google & CEB Marketing is coming of age, led by B2B
  52. 52. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Content is a tactic • 80% is never seen • Too many content factories • Far better to focus on positioning, segmentation & targeting first • Then the infrastructure • Then the intelligent engagement Why content isn’t King INNOVATION & INSIGHT CONTENT & CAMPAIGNS INFRASTRUCTURE & MARKETING STRATEGY Typical Point of Activity
  53. 53. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing needs a coherent framework… otherwise after the ‘investment’ there is simply nothing to show for it… Except spent energy and wasted budget….
  54. 54. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Don’t get distracted along the way…
  55. 55. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved In their 2012 CMO study… What percentage of CMO’s calculate their ROI? Big Data or Big Myth?
  56. 56. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved In their 2012 CMO study… What percentage of CMO’s calculate their ROI? Answer: a woeful 20% Big Data or Big Myth?
  57. 57. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Only 20% of Marketing Directors even try and attempt to measure ROI* • MA provides opportunity for ‘Moneyball Marketing’ predict future outcomes based on past activity. • Data, history, content, campaigns etc.. *Source: Adobe CMO report 2012. Begin with the end in mind… Move the game from ROI to revenue forecasting
  58. 58. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved # x % x ADV TTD The 4 business metrics Marketers really should know
  59. 59. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved If your engagement cycles are linear and shorter than your buying cycles, then you are leaving your marketing to chance (cost centre). Average Buying Cycle (9 months) Customers buy from people that take time to understand and serve them better, do it intelligently… Consider this:
  60. 60. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Data fetch x10 times per day • 1000s per month automated on the programme • NO MANUAL INTERVENTION • Initially a 2 year programme. Extended another 2 years TIME TO MARKETING
  61. 61. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Trend Micro Database Trend Database Silverpop FTP Site CleverTouch Data Transformation Data manipulated ready for silverpop Trend FTP Site Data put on to FTP site daily Silverpop Database Data uploaded to silverpop for scheduled daily import New contacts added to Database POS Segment #1 #4 Welcome Campaign Time Default Customer Communications Regular Monthly Campaigns Post Purchase Survey In Trial Segment #1 #4 Welcome Campaign Post Trial Activation Segment Post Purchase Survey #1 #2 Welcome Campaign Mid Term Survey Renewal Reminders Activate - Y Win Back Campaign Survey Activate - N Ad Hoc Campaigns #1 #2 #8 Extended Trial Period Campaign Segment Highlights- over 4-10k pcm enter this programme, all automated (10 times a day) 5 routes & 9 languages and multi-touch= 250+ scheduled communications Campaign flow-user journeys
  62. 62. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 63 Companies that build journeys and engage clients in a meaningful ways improve performance and client satisfaction by 30-40% (McKinsey) Organisations that engage customers in personalised multi-touch engagements typically outperform a transactional approach by over 50%+ (CleverTouch Marketing) For Marketers, intelligent engagement is the new source of innovation in MA
  63. 63. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Intelligent engagement starts like this
  64. 64. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved ‘AS IS’ Lead leakage ‘TO BE’ Controlling lead leakage Cutting out the waste… …and in building process and rigour; Marketers are re- defining their business models and re-aligning their SG&A.
  65. 65. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • PayPal helping online retailers go mobile. • Educate not sell • Desirable content • Mobile optimization • Open rates 25-35% • 6% of customer base to microsite • Awareness of mobile payment solutions 11% in 2012, 20% in 2013. • 57% positive view of PayPal as an enabler of mobile payments • 8% uplift in use. Great content (and intelligent engagement) are the new sources of innovation
  66. 66. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Identical assets (to NA) The difference – NA largely manual – EMEA & ASIA fully automated – (6 months: 19 languages) Automated version personalised delivered much higher results. Some stats – $44:1 ROI – 18 month cycles – $2.5m pipeline from recycled ‘dead leads’ Nurturing provides a significant ROI From transactional to customer engagement and journeys
  67. 67. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 68 Time to do the innovative stuff
  68. 68. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved 69 Personalised employee engagement & onboarding Engagement starts AFTER the sale Net Promoter Score programme 70% increase in inbound enquiries inside 4 months It doesn’t have to start and end with an email
  69. 69. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The intelligence base is shifting - company generated to consumer self-generated
  70. 70. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Evolution from MA to Marketing Cloud
  71. 71. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved …increasingly organisations taking ownership … from an application architectural perspective to an informational architecture perspective
  72. 72. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Increase revenue and the level of customer engagement • Be a radar to the market, anticipate stakeholders • Be a source of innovation (and some personality) • Provide some insight and fresh thinking • Increasingly translate how technology can shape the business Back to the boardroom…
  73. 73. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved • Reduce the silos in your business • Build an infrastructure to support continuous campaigns and user generated insight • Move to marketing forecasting and not just ROI • Think beyond campaigns and beyond email marketing • Create time for the innovative stuff Marketing can be a source of opportunity, a driver of change…or nothing
  74. 74. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved Marketing should be a source of innovation… but before you can think outside the box, you need to BUILD it first. X A final thought…
  75. 75. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
  76. 76. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved The Agenda 9:00 – 9:30 am Meet and network Reception, registration & coffee 9:30 – 9:45 am Opening Remarks Caroline Hodson welcomes you to CleverTouch’s marketing leader’s breakfast 9:45 – 10:00 am Marketo’s perspective on the wider MA-World 10:05 – 10:45 am Blur Group’s Marketo experience – Dorothy Mead Blur discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 10:45 – 11:10 am Break 11:10 am – 11:55 am eFinancialCareers’ Marketo experience – Emma Young eFinancialCareers discuss why they chose the MA route; their learnings during the decision process; why Marketo and their key MA learnings. 11:55 – 12:10 pm CleverTouch Adam discusses what clients are expecting and demanding and the future of effective MA deployments. 12:10 – 12:30 pm Network with your peers 12:30 pm Breakfast briefing close
  77. 77. Share your thoughts on Twitter #CTexp14 Copyright © 2014 CleverTouch Marketing. All rights reserved ‹#›

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