How To Orchestrate Your Messaging Across Channels To Drive Engagement - #SPS2015

1. #SPS2015 How to Orchestrate Your Messaging Across Channels To Drive Engagement SPONSORED BY:

2. #SPS2015 Follow This Webinar on LinkedIn & Twi5er #SPS2015 Demand Gen Report: @DG_Report Oracle MarkeAng Cloud : @OracleMktgCloud Chris Lynch: @cglynch Andrew Gaﬀney: @agaﬀney

3. #SPS2015 About Demand Gen Report •  Tracking best pracAces in lead generaAon since 2007 •  Newsle5er has grown to more than 30,000 readers •  Oﬀering a menu of research and best pracAces reports •  New audio/video podcasts at DemandGenReport.com @DG_Report h5p://linkd.in/DG_Specialists

4. #SPS2015 QuesAons, Tweets & Resources Submit your quesOons here Download today’s resources Join the conversaOon #SPS2015

5. #SPS2015 Panelists Chris Lynch Senior Director, Product MarkeAng Oracle MarkeAng Cloud @cglynch MODERATOR: Andrew Gaﬀney Editor, Demand Gen Report

6. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenAal -‐ Restricted 6 6 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | How to Tame the Complexity of Digital MarkeAng The path to creaAng data-‐driven, individualized customer experiences Chris Lynch (@cglynch) Head of Product & Industry MarkeAng Oracle MarkeAng Cloud

7. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 7 of the Fortune 500 from 1955 sOll remain there today. 12% MARKETING CUSTOMER Sources: McKinsey and AEI Today’s customers evolve faster than markeAng The Rise of Digital Darwinism

8. Only 12% of marketers believe their markeAng is real-‐Ame enough to drive adequate business results. -‐EConsultancy For B2B Marketers, Pre-‐Determined “Journeys” Have Abrupt Endings ?!

9. What’s slowing marketers down?

10. Copyright © 2015, Oracle and/or its affiliates. All rights reserved. | The Rim Between Digital and Offline InteracAons Fractures View of Customer 10 DESKTOP OFFLINE MOBILE APP MOBILE WEB 11% Marketers who have high confidence in the audience they’re targeAng. -‐Nielsen

11. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | The Division Between Anonymous and Known MarkeAng Data Prevents Relevance 11 85% Of CMOs say fragmented data prevents cross-‐channel consistency. -‐ CMO Club Greg Jones, Chicago Past Purchase: 1 Year So`ware License ANONYMOUS KNOWN

12. Copyright © 2014 Oracle and/or its aﬃliates. All rights reserved. | Of marketers have silo’d teams and technologies by channels -‐eConsultancy 93% MarkeOng Companies Lack Centralized Hub to Orchestrate Customer InteracAons and Content Across Lifecycle Agency EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA

13. Copyright © 2014 Oracle and/or its aﬃliates. All rights reserved. | Companies Struggle to Scale Content Across Channels EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA 25% Average porAon of markeAng budget aimed at content 70% Amount of markeAng content that’s wasted -‐Content Marke4ng Ins4tute Study

14. MEDIA DATA ChaoAc Ecosystem Overwhelms MarkeAng Strategy & Planning APPS Total MarkeAng Tech Landscape size: 1,876 vendors across 43 categories -‐ ChiefMarTec

15. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | Vision for Modern MarkeAng 15 Connect Online and Oﬄine InteracOons to One Customer Tie interacAons to one customer across all devices and channels Bridge Anonymous and Known MarkeOng Connect all proprietary and 3rd party data to increase relevance Create AdapOve MarkeOng with Behavior-‐Based OrchestraOon Empower the customer to dictate their own path

16. Copyright © 2014 Oracle and/or its aﬃliates. All rights reserved. | 16 How We Get There Build an ID Graph That Spans Anonymous and Known Data Intelligently Orchestrate Micro-‐Moments Make Content CollaboraAon Channel AgnosAc

18. Connect with Individual Customer Across All Channels & Devices Desktop Mobile Web Mobile Apps Social CRM Data Email ID GRAPH

19. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenAal -‐ Restricted 19 Build an ID Graph That Spans Anonymous and Known Data Oracle ConfidenAal -‐ Restricted 19 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | 19 Age: 29 In Market: Casual Urban Wear Offline Purchase: Jeans ANONYMOUS KNOWN TV SEARCH DISPLAY VIDEO SMS EMAIL WEB SOCIAL

21. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 21 Leverage Proﬁle Data to Find Customers That Look Like Your Ideal Ones. 2. Look Alike Modeling 3. Target Anonymous Users 1. IdenAfy Ideal Customers EMAIL AUTOMATION CRM

22. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 22 Business Challenges Scaling niche audiences Intel wanted to idenAfy their top consumer segments by technology autudes and prioriAes, and to scale those segments online to target via programmaAc display. Increasing engagement The company wanted to increase engagement with link acAvity, content expansion, and content browsing. Insight They also aimed to drive a deeper level of onsite product research. Intel’s Challenge: Develop Proﬁles of Technology-‐Savvy Consumers

23. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 23 Intel Boosts Engagement by AcAvaAng Look-‐Alike Models •  Data Management Plagorm •  Look-‐alike modeling Look-‐alike audiences surpassed campaign benchmarks by 75% 75% Look-‐alike audiences were more cost eﬃcient than the average campaign by 48% 48% Key Results SoluAon

25. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenAal -‐ Restricted 25 Intelligently Orchestrate Micro-‐Moments with Both Behavioral and Purchase InteracAons Oracle ConfidenAal -‐ Restricted 25 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

26. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Build Consensus For One Canvas for Customer Experiences 26 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | All Preferences All Profile Data From ID Graph All InteracOons

27. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | Deliver new customer acquisiAon through on-‐going nurture. 1. Lead Scoring Based on Proﬁle and Behavior 2. Create Buyer’s Journey 3. Nurture Prospects Through Journey A1 27

28. Copyright © 2014 Oracle and/or its aﬃliates. All rights reserved. | 28 Business Challenges Poor segmentaOon and targeOng The markeAng team for Thomson Reuters’ IP & Science division was taking a batch-‐and-‐blast email approach for lead generaAon rather than sending targeted markeAng messages Inadequate lead scoring, lead leakage Leads were being routed to sales based on the campaign they responded to, rather than their quality Misalignment of sales and markeOng Sales mistrusted the markeAng generated leads they were being passed and began their own disAnct lead generaAon acAviAes. It became apparent that a partnership between the two teams was needed Thomson Reuters’ Challenge: Improve Lead Management Process

29. Copyright © 2014 Oracle and/or its aﬃliates. All rights reserved. | 29 Thomson Reuters Aligns Sales and MarkeAng Teams •  Lead Scoring •  Standardized Data Capture •  Customer Personas Increase in revenue a5ributed to markeAng 175% Key Results SoluAon 10% 72% Increase in leads sent to sales ReducAon in lead conversion Ame

31. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenAal -‐ Restricted 31 Content and ExecuAon Tied to Channels 31 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

32. Copyright © 2014 Oracle and/or its affiliates. All rights reserved. | Oracle ConfidenAal -‐ Restricted 32 Make Content CollaboraAon Channel AgnosAc 32 Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |

33. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 33 Business Challenges Deepening Local RelaOonships As Bass expands its footprint, how could it deepen customer relaAonships in local stores? Contextualized Engagement How could Bass deliver an individualized experience to customers who engaged with any one of its 60 stores across North America? Tapping into Staﬀ ExperOse How could Bass capture the knowledge of passionate outdoorsmen and women in their stores? Bass Pro Shops’ Challenge: Facilitate Local InteracAons

34. Copyright © 2015, Oracle and/or its aﬃliates. All rights reserved. | 34 Bass UAlizes Oracle’s Content MarkeAng to Engage Between TransacAons ü  Local store accounts drive relevant content ü  SEO-‐driven organic content instead of ads ü  Easy-‐to-‐use interface for non-‐ technical users Pickup Rate (Conversion Lim) 15% Website Engagement 3x Key Results Key Beneﬁts

35. #SPS2015 Q&A Panelists Chris Lynch Senior Director, Product MarkeAng Oracle MarkeAng Cloud @cglynch MODERATOR: Andrew Gaﬀney Editor, Demand Gen Report

36. #SPS2015 Thank You For A5ending Register for more sessions now thru November 20th! www3.demandgenreport.com/sps15

How To Orchestrate Your Messaging Across Channels To Drive Engagement - #SPS2015

You are reading a preview.

Check these out next

How To Orchestrate Your Messaging Across Channels To Drive Engagement - #SPS2015

More Related Content

Slideshows for you (20)

Similar to How To Orchestrate Your Messaging Across Channels To Drive Engagement - #SPS2015 (20)

More from G3 Communications (20)

Recently uploaded (20)