The Changing Nature of Campaign Management


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Daniel Smith, senior vice president, marketing, ClickSquared, and guest, Suresh Vittal, Vice President, Practice Leader, Forrester Research, Inc., discuss the realities of cross-channel marketing and how marketers can leverage modern campaign management tools.

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The Changing Nature of Campaign Management

  1. 1. The Future of Campaign Management:Driving Relevancy and Value 6 December 2012
  2. 2. Today’s SpeakersDan Smith, SVP Suresh Vittal, VP,Marketing ForresterClickSquared @dsmithC2 @sureshvittal 2
  3. 3. Introduction to ClickSquared Top 250 GLOBALCOMPANIES TOP 100 PRIVATE COMPANIES Enablers and Devices 2011, 2012 2011, 2012 The only company offering SaaS cross-channel campaign management software, enabling B2C marketers to easily design, manage and deliver data- driven marketing programs without the cost and complexity of “big software” and multi-vendor integrations. “STRONG PERFORMER”“EDGES AHEAD OF THE DIGITAL PACK” 3
  4. 4. The Future Of Campaign Management:Driving Relevance and ValueSuresh Vittal, VP & Practice LeaderDecember 6 2012
  5. 5. Digital disruption is better, stronger, faster Old Disruption Digital Disruption 10xtors the inn ova 1/10th the cost 100X the power
  6. 6. This means disruption of your competitiveadvantage It is cheaper to launch products and build brands Differentiating ideas expire quickly and are Ideas and execution stay easy to duplicate with individuals not brands Information is abundant and accessible The groundswell changes category perceptions
  7. 7. Businesses need to be customer-obsessed
  8. 8. Do this by focusing on relationships
  9. 9. Customers are charting a new path
  10. 10. Customers are increasingly always-addressable 62% 60% 44% 37% 24% 18% 9%US online Gen Z Gen Y Gen X Young Old Golden adults (18-22) (23-31) (32-45) Boomers Boomers Generation (46-55) (56-66) (67+) Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
  11. 11. The marketing funnel is deadSource: October 2010, ““It’s Time To Bury The Marketing Funnel” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 11
  12. 12. Product research is the new normEMPOWER CONSUMERS TO EXPLORE BEFORE THE POINT OF PURCHASE 82% researched a product before buying in 2012 66% research even low-consideration products 54% primarily use digital channelsSource: August 27, 2012, “The Role Of Digital In The Path To Purchase” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited 12
  13. 13. Digital decimates traditional channelsTHE STORE IS THE ONLY TRADITIONAL CHANNEL TO BREAK THE TOP 10© 2012 Forrester Research, Inc. Reproduction Prohibited
  14. 14. Customers want a relationshipBRANDS MUST BUILD RELATIONSHIPS ON NEEDS AND ACTIONS Source: September 18, 2012 “Brand Engagement The Consumer Way” Forrester report© 2012 Forrester Research, Inc. Reproduction Prohibited
  15. 15. New systems of engagement empower real-timeexperiences Source: February 2012 “Mobile Is The New Face Of Engagement”
  16. 16. Mobile accelerates this shift Source: February 2012 “Mobile Is The New Face Of Engagement”© 2012 Forrester Research, Inc. Reproduction Prohibited 16
  17. 17. Increasing resolution leads to a data deluge
  18. 18. Customers are outrunning you
  19. 19. Marketers struggle to unify customer data Source: Q4 2010 Global Technology Benchmark Online Survey
  20. 20. What limits your ability todevelop a comprehensive view of your customer? Source: Q4 2010 Global Technology Benchmark Online Survey
  21. 21. Firms desperately need CI talent… Marketing scientists Image source: CafePress (
  22. 22. Applications must manage an ever growing set of tasks Plan Analyze Design Execute • Write Briefs • Model Behaviors • Design campaign flows • Execute campaign • Define Objectives • Build Segments • Integrate creative tactics • Specify Audiences • Plan Selections assets • Track responses • Track Budgets • Optimize contact • Link promotions, offers • Detect inbound strategies • Apply business rules responses and state changes • Trigger next actions Report and Reuse Analyze campaign performance. Refine campaign templates Collaborate Administer Workflows, tasks, and approvals Data, users, and templates Source: January 31, 2012, The Forrester Wave™: Cross-Channel Campaign Management, Q1 2012 Forrester report
  23. 23. Buying practices lead to startling complex tech stacks
  24. 24. Marketers must lead this change
  25. 25. Help Wanted: Next Generation Campaigns© 2012 Forrester Research, Inc. Reproduction Prohibited 25
  26. 26. Behavioral personalization is a key demand What are the biggest cross-channel campaign management challenges you expect to face in the next two years? 0% 10% 20% 30% 40% 50% 60% Personalizing messages based on consumer behavior 57% Integrating traditional marketing channels with social 42% Coordinating communications across channels 40% Measuring results 38% Integrating online and offline channels 37% Having adequate staffing resources 33% Retaining current customers 27% Integrating inbound and outbound channels 25% Finding new customers 24% Working with IT 23% Creating and managing content 22% Gaining skills or capabilities in new or emerging 22% Creating more business-centric metrics 15% Budget cuts 15% Getting support from executives 11% Other 3% Base: 130 vendor reference clients Source: Q1 2012 Global Cross-Channel Campaign Management Forrester Wave™ Customer Online Survey
  27. 27. Firms are moving to predictive and real-timeoptimization to meet the engagement challenge
  28. 28. Two sources allow marketers to applying predictive toreal-time interactions Marketing Management Brand Management Relationship Online Marketing Marketing Enterprise Marketing Platform Source: February 14, 2012, Revisiting the Enterprise Marketing Software Landscape Forrester report
  29. 29. The enterprise marketing platform has four primarycategories 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. 30. Interaction management creates more relevantexperiences and offers Outbound Campaigns I have an offer, let me find a segment to send it to. Special Offer Inbound Campaigns I have an customer, let me present the best offer. Special Offer Special Offer Special Offer Special Offer Special Offer Special Offer© 2012 Forrester Research, Inc. Reproduction Prohibited 30
  31. 31. IM expands the scope of campaign management 1 2 3 4© 2012 Forrester Research, Inc. Reproduction Prohibited 31
  32. 32. Getting started© 2009 Forrester Research, Inc. Reproduction Prohibited
  33. 33. Achieving this vision requires a series of strategicchoicesClarifying and balancing strategic goals and requirementsDeveloping resources and organizational designBuilding analytical and measurement capabilitiesLinking business processesCoordinating technologyIntegrating data sources© 2012 Forrester Research, Inc. Reproduction Prohibited
  34. 34. Firms achieve real-time relevance in four stages Stage 4: Real-Time Unification §  Data §  Technology Stage 3: Optimization §  Processes §  Analytics and Stage 2: Cross-Channel Integration measurement §  Resources Stage 1: Operational Mastery §  StrategySource: August 21, 2012, “Plan Customer-Centric Campaign Management Requirements” Forrester report.© 2012 Forrester Research, Inc. Reproduction Prohibited
  35. 35. Create a road map for cross-channel relevance Organizational Customer-centric Agile Customer Culture Alignment Marketing Intelligence Combine Qualitative Real-Time Customer Data Integration Channel Data Data Centralized Customer Technology Centralized Processes Strategist Strategist Workflow Comprehensive Social Cross Channel Decision Technology Listening Campaign Mngt Management Today© 2012 Forrester Research, Inc. Reproduction Prohibited
  36. 36. Build cross-functional structures to accelerate innovation Source: October 24, 2011, “Investing In Marketing’s Technology Future” Forrester report
  37. 37. ClickSquared’s Cross-Channel Marketing Hub
  38. 38. Questions?
  39. 39. Fast Time to Value Easy to Use Powerful Better Results
  40. 40. Thank youDan Smith Suresh VittalClickSquared svittal@forrester.com857/2467614 617.613.6097@dsmithC2