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Eloqua breakfast briefing pres apr 2012


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'Setting The Context for High Performance Joined-up Marketing' looks at the strategies and planning customers should conduct before investing in marketing automation. Using proven academic marketing models aligned with recent research into B2B marketing best practices, this presentation sets the context for sustainable marketing improvement using the latest marketing automation technologies.

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Eloqua breakfast briefing pres apr 2012

  1. 1. Setting The Context for HighPerformance Joined-up Marketing Gerry Brown Analyst Bloor Research
  2. 2. What does Gerry do?  Analyst  Marketing lecturer  Strategy advisor2 Marketing Elo[q]ution Lessons 19th April 2012
  3. 3. Agenda 1. The Strategic Marketing context 2. Marketing challenges and priorities 3. Where Digital Marketing fits 4. Readying for Digital Marketing3 Marketing Elo[q]ution Lessons 19th April 2012
  4. 4. Vision / Mission / Objectives / SLAs Aspirations Vision In one’s mind Direction In writing Mission Statement Inwards looking SMARTish Corporate Financial indicators Objectives Outwards looking SMART Marketing Market indicators Objectives Marketable statements Perceptions Service Standards4 Marketing Elo[q]ution Lessons 19th April 2012
  5. 5. Where do Marketing Plans actually come from?1. Formal planning - a structured, sequential approach2. Logical incremental – resulting from one-off strategic goals3. Interpretive – from values, attitudes and ideas4. Political planning – from negotiation, marketing, conflict and confrontation5. Ecological – from environmental strategies6. Leadership – from the CEO’s vision Bailey & Johnson (2006)5 Marketing Elo[q]ution Lessons 19th April 2012
  6. 6. Barriers To Effective Marketing Planning 1. Confusion between marketing tactics and strategy 2. Isolating marketing function from operations 3. Confusing the marketing function with the marketing concept 4. Organisational: culture and organisational design 5. Lack of in-depth customer analysis 6. Confusion between the planning process and outputs 7. Lack of knowledge and skills – no systematic approach Malcolm McDonald6 Marketing Elo[q]ution Lessons 19th April 2012
  7. 7. Market Orientation Customer orientation Long term profit focus Competitor orientation Inter-functional Co-ordinationSlater and Narver (1990)7 Marketing Elo[q]ution Lessons 19th April 2012
  8. 8. 5 Steps to achieve a Market Orientation 1. Focus on the customer 2. Know what competitors are doing 3. Integrate marketing into the business 4. Create a long-term strategic vision 5. Set realistic expectations and focus on activities that provide customer value-add8 Marketing Elo[q]ution Lessons 19th April 2012
  9. 9. 9 Marketing Elo[q]ution Lessons 19th April 2012
  10. 10. 10 Marketing Elo[q]ution Lessons 19th April 2012
  11. 11. Alternative B2B Marketing Challenges “Significant challenges continue in e-commerce, the explosion of new media and new customer behaviors abetted by the Internet. Branding continues to become ever more essential to break through clutter and fight commoditization in business markets. So does the ability to innovate with channel partners and co-develop with customers. Social, political and environmental conditions will continue to shift, creating new opportunities and obsolescing some established marketing practices. The very structure of corporate organizations deserves extra scrutiny. For example, what justifies continuing to separate sales, pricing and innovation functions from Oliva & Donath (2009) marketing management?”11 Marketing Elo[q]ution Lessons 19th April 2012
  12. 12. Marketing Priorities 29% 43% 40% 50% 49% High priority 38% Medium priority 34% 44% 52% Low priority 36% 33% 14% 17% 14% 8% Use of Aligning sales Measuring Insight-led Social media marketing and marketing ROMI decisions strategy technologies Base: 108 B2B client-side respondents12 Marketing Elo[q]ution Lessons 19th April 2012
  13. 13. Core Digital Marketing Technologies 1. Customer Management 2. Web site analysis • Customer Relationship Management (CRM) • Search Engine Optimization (SEO) • Customer Experience Management (CEM) • Pay Per Click (PPC) • Social media communities • A/B Testing and Multivariate testing • Internal – enterprise social networking • Visitor segmentation / behavioral targeting and personalisation 3. Marketing Management 4. Information from the Internet • Marketing campaign management • Market sentiment analysis • Sales lead scoring • ‘Voice of the customer’ • Surveys / Polls / Market Research • Competitor analysis tools • Marketing Resource Management • Social network marketing Analytics & Reporting13 Marketing Elo[q]ution Lessons 19th April 2012
  14. 14. Broader Strategic Considerations CEM Customer Intelligence Marketing automation Cross-Channel Integration eCommerce and mCommerce14 Marketing Elo[q]ution Lessons 19th April 2012
  15. 15. Digital Marketing is essential but adds more work … Top 3 challenges: time; fragmentation and focus; clarity / clutter/ relevance “Its so easy to get distracted by all of the noise, new tools, etc. and spread yourself too thin” “Too many new options. So much change is happening so quick that businesses lose focus” “Customer scepticism - its just marketers trying to get us to do/think/try something’” Other challenges: digital and data expertise / numeracy; channel proliferation, customers control sales processes, business boundaries, analysis and measurement15 Marketing Elo[q]ution Lessons 19th April 2012
  16. 16. Some have gone for a land grab . . . ‘Relationships with everybody’. Consumers mostly want transactions Short-term carpet-bombing emails for share of in-tray’. ‘Emotional unsubscribes’ are common Low price customer acquisition vs. high prices for existing customers McKinsey: "Most companies have now essentially become publishers ... yet continue to behave like simple advertisers"16 Marketing Elo[q]ution Lessons 19th April 2012
  17. 17. Organising for Digital:  Analytics & Loyalty: 22Bn rows of data / 18m customers / 6,000 segments  Campaign Management: 4m emails and 1m direct mail pieces in 50 campaigns per week  Organisation: Product Campaign Account Analysis Planning development delivery management  Focus: insight, metrics, agility, and customer-centric while delivering corporate objectives17 Marketing Elo[q]ution Lessons 19th April 2012
  18. 18. The future: deliver Marketing that the customer perceives as a service  Business-wide and stakeholder focus  From sales funnel filling to managing end-to-end purchasing experiences and advocacy  From push, to pull, to interact  Enabling new technologies: event-based marketing and marketing attribution  Think C2C – how digital marketing facilitates your customers to do your selling for you18 Marketing Elo[q]ution Lessons 19th April 2012
  19. 19. Conclusions  Remember that marketing automation is a ‘means to an ends’  Align your marketing goals with organisational goals and strategies  Look for easy and quick wins, but sketch out the bigger picture in your internal business case  Think about sustainable marketing improvement: processes / people / technology19 Marketing Elo[q]ution Lessons 19th April 2012
  20. 20. Thank youMarketing Elo[q]ution Lessons
  21. 21. Questions? Gerry Brown Director MIS Associates Limited 5 Kew Road, Richmond TW9 2PR Mobile: +44 (0)7855 525598 Email: Web: Twitter: @gerrybrown . . . optimise your marketing strategies21 Marketing Elo[q]ution Lessons 19th April 2012