CleverTouch presents at recent Marketo breakfast briefing presentation

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CleverTouch presents at recent Marketo breakfast briefing presentation

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CleverTouch presents at recent Marketo breakfast briefing presentation

  1. 1. Copyright © 2013 CleverTouch Marketing. All rights reserved. How to get on the front-foot and build boardroom credibility at the same time. 13th June 2013 Sponsored by
  2. 2. Copyright © 2013 CleverTouch Marketing. All rights reserved. 1. What the Execs want 2. Marketing =Should be Strategic (sostac) 3. How to go about it……..(infrastructure) 4. Examples……….UK & European The Agenda/takeaways
  3. 3. Copyright © 2013 CleverTouch Marketing. All rights reserved. #marketoIPOsuccess t/o $20m market cap $724m >$2m value per h/c
  4. 4. Copyright © 2013 CleverTouch Marketing. All rights reserved. Copyright © 2013 CrowdVu. All rights reserved. Disclosure:
  5. 5. Copyright © 2012 CleverTouch Marketing. All rights reserved. Depending on which industry you are in Marketing is in various states of transition 4P’s…….4E’s Educate > Selling Spend is very different Skills are different too Technology, agility and infrastructure key B2B>B2C
  6. 6. Copyright © 2012 CleverTouch Marketing. All rights reserved. B2B Marketing- an agent of change? Genuine driver of change? Respected service provider? Subservient service provider?
  7. 7. Copyright © 2012 CleverTouch Marketing. All rights reserved. Marketing- as a source of influence? Just 9% of CEOs refer to marketing data for decision making and just 6% of CFO’s.
  8. 8. Copyright © 2012 CleverTouch Marketing. All rights reserved. CEOs need help………..SG&A selling, general & admin Surveyed 200 of top 1000 organizations Only 1 in 4 reducing SG&A in line with revenue reduction. • Ave rev reduction 23.7% • Ave SG&A 6.7% How to go from backroom to boardroom?
  9. 9. Copyright © 2012 CleverTouch Marketing. All rights reserved. Too many Marketers misunderstand their role The CEO’s view….. 1. Grow revenue, reduce costs & don’t mess up 2. Be a source of innovation……….no time for that 3. Maintain the cultural conversation…… 4. Prove the ROI……..not great at that 5. Translate technology to the business……….
  10. 10. Copyright © 2013 CleverTouch Marketing. All rights reserved. Marketing Automation is a little more than lead scoring and lead nurturing……… Copyright © 2013 CrowdVu. All rights reserved.
  11. 11. Copyright © 2012 CleverTouch Marketing. All rights reserved. ………….begin with the end in mind………. start with the process ……why is this so important?
  12. 12. Copyright © 2012 CleverTouch Marketing. All rights reserved. The rug is being pulled from your feet………. 57% of the purchase decision is completed BEFORE a customer contacts a supplier.
  13. 13. Copyright © 2012 CleverTouch Marketing. All rights reserved. The CMO’s agenda (issues) 1. Marketing is about relationships not transactions. 2. ROI is a perennial problem 3. Shifting demographics & channels of influence * Social is here to stay……just can’t put it in context 4. More than Brand Management……..reputation and corporate character (governance).
  14. 14. Copyright © 2012 CleverTouch Marketing. All rights reserved. Marketing- in control? ROI top CMO concern Yet only 20% can measure it. Source: Adobe CMO report 2012.
  15. 15. Copyright © 2012 CleverTouch Marketing. All rights reserved. Build an infrastructure Company A, VC backed started up…. “We have spent £100k pcm for the last 3 years and have nothing to show for it” Company B, Nasdaq listed technology company “We have a turnover of $800m and we run our business on a spreadsheet – it’s embarrassing.”
  16. 16. Copyright © 2012 CleverTouch Marketing. All rights reserved. For many Marketers their understanding & interest in technology is limited ………really?
  17. 17. Copyright © 2012 CleverTouch Marketing. All rights reserved. If marketers are overly- reliant on content AND brand identity for revenue outperformance then the outcomes will not be pretty…….
  18. 18. Copyright © 2012 CleverTouch Marketing. All rights reserved. From creative to marketing intelligence •Content & Creative is a tactic •Strategy is all about Positioning, Segmentation & Targeting •Most marketers spend too much of their time on tactics………..………..SOSTAC
  19. 19. Copyright © 2012 CleverTouch Marketing. All rights reserved. Revenue outperformance should not be left to chance
  20. 20. Copyright © 2012 CleverTouch Marketing. All rights reserved. So what else can be done to get on the front foot? 1. Increased marketing intelligence & insight 2. Intelligent campaigns and engagements…longer than the qrtr 3. Ever greater integration of technology….use it imaginatively 4. Ecosystems
  21. 21. Copyright © 2012 CleverTouch Marketing. All rights reserved. Build out intelligence BEYOND Buyer Personas…….
  22. 22. Copyright © 2013 CleverTouch Marketing. All rights reserved. IT Job Segments CXX Level IT Managers Architecture/ Infrastructure Support Services and Operations Database & DBAs Application Managers Desktop & VDI Networking Storage & Server & Virtualisation Security & Compliance Storage & Server & Virtualisation IT Storage Systems Manager Global Data Team Leader Data Storage IT manager Database & DBAs Database Team Leader DBA Market Database Analyst Architecture /Infrastructure IT Infrastructu re Manager Application Infrastructu re Manager Digital Infrastructu re Manager Personas to Job clusters smarter thinking around who to target has delivered a 400% improvement in engagement rates
  23. 23. Copyright © 2013 CleverTouch Marketing. All rights reserved. TOTAL 8,575,766 Rest of Europe UK Rest of World North America 10-49: 1,092,979 50-1 255,744 200-999: 66,081 1000+: 21, 154 10-49: 167,571 50-199: 43,517 200-999: 12,164 1000+: 3,678 10-49: 303,000 50-199: 427,134 200-999: 101,719 1000+: 21,021 GLOBAL: 10 - 49 6,491,530 10-49: 4,927,900 50-199: 824,497 200-999: 254,331 1000+: 62,276 GLOBAL: 50-199 1,550,892 GLOBAL: 200-999 435,015 GLOBAL: 1000+ 108,129 THE MARKET OPPORTUNITY BY ORGANIZATION
  24. 24. Copyright © 2013 CleverTouch Marketing. All rights reserved. Data audit- analytics & insight…some examples……. Lapsed Customer Data Or Company Size Or Geography
  25. 25. Copyright © 2013 CleverTouch Marketing. All rights reserved. So what else can be done? 1. Increased marketing intelligence & insight 2. Intelligent campaigns and engagements…longer than the qrtr 3. Ever greater integration of technology….use it imaginatively 4. Ecosystems
  26. 26. Copyright © 2013 CleverTouch Marketing. All rights reserved. Workflow….works Intelligent campaigns and engagements…
  27. 27. Copyright © 2011 CleverTouch Marketing. All rights reserved. Struggling with Marketing ROI’s How come only 20% of marketing directors even try and attempt to measure ROI?? –PRETTY MUCH IMPOSSIBLE WHEN CAMPAIGNS SHORTER THAN THE BUYING CYCLE ‘Moneyball Marketing’ predict future outcomes based on past activity. – Data, history, content, campaigns etc..
  28. 28. Copyright © 2011 CleverTouch Marketing. All rights reserved. Joined-up campaigns or one-offs sends? VMware –Identical assets (to NA) –The difference •NA largely manual •EMEA & ASIA fully automated •(6 months: 19 languages) –Automated version personalised delivered much higher results. Nurturing provides a significant ROI
  29. 29. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  30. 30. Copyright © 2012 CleverTouch Marketing. All rights reserved. • TIME TO MARKETING, THE MARKETERS WEAPON • 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
  31. 31. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  32. 32. Copyright © 2013 CleverTouch Marketing. All rights reserved. How is B2B marketing in Europe different? The market is smaller & less homogenised – language/country US more about lead gen and ‘filling the funnel’ Europe more about nurturing and loyalty Europe value services Data Governance has a higher currency in Europe In Europe clients like to mix it up
  33. 33. Copyright © 2013 CleverTouch Marketing. All rights reserved. 1. Whitepaper 2. Blueprint 3. Webinar
  34. 34. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  35. 35. Copyright © 2013 CleverTouch Marketing. All rights reserved. The death of email…..IPSOS 2012 Email still the most popular activity online 85% Email/61% SM #1 activity on mobile #2 on tablets however………
  36. 36. Copyright © 2013 CleverTouch Marketing. All rights reserved. Not all campaigns start with an email- MA will provide increasingly more opportunities to redefine business processes- everywhere In 4 months 70% increase in Inbound, now ‘at capacity’
  37. 37. Copyright © 2013 CleverTouch Marketing. All rights reserved. So what else can be done? 1. Increased marketing intelligence & insight 2. Intelligent campaigns and engagements…longer than the qrtr 3. Ever greater integration of technology….use it imaginatively 4. Ecosystems
  38. 38. Copyright © 2013 CleverTouch Marketing. All rights reserved. Gartner- by 2015 top 20% organisations will have an Information Infrastructure in place Copyright © 2013 CrowdVu. All rights reserved.
  39. 39. Copyright © 2013 CleverTouch Marketing. All rights reserved. It is all in the API……… as Marketers your role is to serve your clients across all channels in a way that suits them… The rigorous pursuit of a reduction in silos should be encouraged.
  40. 40. Copyright © 2013 CleverTouch Marketing. All rights reserved. WEB The web above the web…..capturing the initial point of engagement
  41. 41. Copyright © 2013 CleverTouch Marketing. All rights reserved. Your customers are mobile and you need to be too. Mary Meeker
  42. 42. Copyright © 2013 CleverTouch Marketing. All rights reserved. 42 Elsevier tracking webinar behaviour Two “onboarding” webinars in a month. However 40-60% that register don’t attend, people have different levels of interest. TIME & ENGAGEMENT GREAT INDICATOR behavioural marketing. Elsevier’s BrainNav 250,000 articles a year in 2,000 journals
  43. 43. Copyright © 2013 CleverTouch Marketing. All rights reserved. Dynamic phone numbers to tie inbound calls to campaigns & PPC 0800 123456 0800 654321
  44. 44. Copyright © 2013 CleverTouch Marketing. All rights reserved. BI integration Intelligent forms for auto- population
  45. 45. Copyright © 2013 CleverTouch Marketing. All rights reserved. SOCIAL MEDIA FOR LEAD GEN…. STILL IN ITS INFANCY - 7. Lead Gen and Sales - 6. Recruitment - 5. Thought leadership 4. Customer service - 3. NPD/Market research - 2. Crisis Management - 1.Internal morale & Comms Copyright © 2013 CrowdVu. All rights reserved. 2. Social Media Sign-on 3. Social Intelligence 1. Share to social
  46. 46. Copyright © 2013 CleverTouch Marketing. All rights reserved. • Social Sign-on allow users to quickly and easily interact with campaigns without having to fill in any forms. • When used in the early stages of long campaigns, Social Sign-on encourages engagement within large communities. Social Sign-on
  47. 47. Copyright © 2013 CleverTouch Marketing. All rights reserved. Social Sign-On
  48. 48. Copyright © 2013 CleverTouch Marketing. All rights reserved. WHERE ARE WE GOING WITH SOCIAL INTELLIGENCE? Inbound Search CrowdVu SSE Automated ETL Email Marketing Automation CRM Real time conversational marketing Copyright © 2013 CrowdVu. All rights reserved. Social intelligence for proactive sales engagement
  49. 49. Copyright © 2013 CleverTouch Marketing. All rights reserved. Social Selling now very pertinent….. 65% of buyers buy from company adding value- it is not a features bakeoff. 79% of sales reps active in social selling hit quote and at 9% higher revenues too.
  50. 50. Copyright © 2013 CleverTouch Marketing. All rights reserved.
  51. 51. Copyright © 2013 CleverTouch Marketing. All rights reserved. The search interface can be used find conversations in real-time relating to your products, services or competitors Here we have made a search which returned 363 profiles for individuals mentioning document outsourcing or managed print services
  52. 52. Copyright © 2013 CleverTouch Marketing. All rights reserved. We can hover over the profiles to understand what each profile has posted in social media by hovering over their thumbnails, this helps to determine if the profiles are relevant
  53. 53. Copyright © 2012 CleverTouch Marketing. All rights reserved. In conclusion Copyright © 2013 CrowdVu. All rights reserved. 1. Creativity alone is not the basis of outperformance. 2. A scienced based approach means that ROI can be replaced with marketing forecasting 3. Your role is to drive change and translate what the technology can do. 4. Vigorously pursue a reduction of silos and long- term campaigns & thinking 5. Leave a legacy… (use SOSTAC)
  54. 54. Copyright © 2012 CleverTouch Marketing. All rights reserved. A Final thought….. …..marketing should be a source of innovation……..but before you can think outside the box, you need to create it first. X
  55. 55. Copyright © 2011 CleverTouch Marketing. All rights reserved. asharp@clever-touch.com Thank you
  56. 56. Copyright © 2013 CleverTouch Marketing. All rights reserved. How to get on the front-foot and build boardroom credibility at the same time. 13th June 2013 Sponsored by

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