Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function! Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It’s all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets. Learn how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result. You’ll learn: • 7 Secrets to Top Performer Success • The role of technology in powering brand consistency AND local autonomy • Industry specific trends for the recent Gleanster 2012 survey on Distributed Marketing

1. Sponsored by:

2. Top Performers: Respondents that achieved
Top Quartile performance in key KPI’s
TODAY’S STATS Everyone Else: Everyone Else
Total survey responses: 608
Qualified survey responses: 169
Marketing 2012 State of
Campaign Multi-Channel
Management Marketing
(Nov. 2012) (Aug, 2012)
REVENUE
CLICK-THROUGH RATES
ROMI
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3. •
– To spread out so as to cover something
– First known use: 15th Century
•
– Related to a computer network where some
processes are done in workstations and information
is shared
– First known use 1968
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4. – Local Branch
– Independent Agent
– Franchisee
– Reseller
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5. Regional Branch / Office
Corporate Marketing
• Manage Brand Consistency
• Corporate Strategy
• Support Channel(s) Regional Branch / Office
Regional Branch / Office
Regional Branch / Office
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6. •
•
•
•
•
•
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7. 2012 IBM Study
• 1,700 CMOs from 64 Countries
1. IBM 2012 Study: From Stretched to Strengthened
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8. •
•
•
•
These challenges are amplified in a distributed
marketing organization.
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9. Figure 1: Use of Technology
How many marketing technologies does your  Email Marketing
organization regularly use?  Web Analytics
 Landing Page Hosting
 Social Media Monitoring
50%  Marketing Automation
 List Management
% of Respondents
44%
 Mobile Engagement
37%  Customer Management
25% 30%  Contact Center
27%
22%  Salesforce Automation
13% 11% 15%  Digital Asset Management
 Project Management
0%
 Marketing Calendar
1 2 3 >3  Marketing Financials
# of Marketing Technologies  Creative Tools
 Data Warehouse
Top Performers Everyone Else
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10. 




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11. •
•
•
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12. 




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13. #Dist_Mktg 13

14. CUSTOMER EXPERIENCE FOR DISTRIBUTED ORGANIZATIONS
•
» Gleanster Research
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15. 2012 Adobe Study: 1,700 CMOs
No Process (14%)
Head of Online (34%)
Marketing Executives (56%)
1. Adobe 2012 Study: Digital Marketing Optimization
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16. Corporate Communications
CORPORATE
Local
BRANCH Target
Audience
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17. CORPORATE TECHNOLOGY STACK LOCAL
Corporate
Email Marketing
Web Analytics
Preference Management BRANCH
Rich Media
Information Flow
Information Flow
Brand Approved Assets
Direct Mail BRANCH
Branch 3
Email Marketing
Preference Management BRANCH
Brand Approved Assets
Branch 4
Email Marketing
BRANCH
Dedicated Agency
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18. CORPORATE TECHNOLOGY STACK LOCAL
BRANCH
DISCONNECT
Information Flow
Information Flow
BRANCH
• Brand Consistency
• Communication
Frequency
BRANCH
• Personalization
• Holistic Analytics
BRANCH
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19. •
•
40% 1. IDC
2. CMO Council
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20. #Dist_Mktg 20

21. Ability to make data driven decisions
Top Performers
Top 10
Challenge
33%
Top 3
Challenge
67%
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22. Local Marketers Deliver Email Campaigns
100%
13%
75% 46%
50%
87%
25% 54%
0%
Top Performers Everyone Else
Yes No
Source: Gleanster Campaign Management Survey (n=16 for Top Performing
Distributed Enterprises, n=62 for All Other Distributed Enterprises
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23. Top Performers are:
• 7x more likely than Everyone Else to invest
in distributed marketing technologies
• 12x more likely than Everyone Else to use
dynamic template capabilities for digital
marketing
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24. Top Performers mitigate challenges through
increased autonomy at the local level.
Increase marketing relevance and
91%
personalization
Provide more autonomy & control
82%
over local markets
Improve marketing cycle-time 78%
70% 75% 80% 85% 90% 95% 100%
Top Performers
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25. • Early 40’s
• 1 Child, Just had 2nd
• Lives in Suburbs
Todd How would we personalize a
message to Todd?
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26. Generic Corporate Messages
Email Marketing • Periodic Emails
CORPORATE
• Periodic Mailer
Local Branch Manager
Email Marketing
• Congratulations Email
Personal Social
BRANCH
Media Account • Targeted Product Offers
• Facebook Wall Post
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27. Email PDF Landing Page
Locked by
Corporate
Customizable by
CORPORATE Local Marketers
Distributed
Marketing
• Channel Specific, Brand Approved Template Library
Platform
PDF
BRANCH
Distributed
Marketing
Platform
• Personalized for local audience
• Contact info for local Account Rep
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28. •
•
•
•
•
Corporate Marketing controls the brand and
centralizes measurement.
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29. Campaign
Execution
Measurement
Multi-Channel
& Email
Integration
Analytics
Landing Page
DISTRIBUTED
MARKETING Rich Media
PLATFORM
Digital Asset Corporate & Local Dynamic Print Collateral
Management Templates
Social Media
Etc.
Preference Contact
Management Management
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30. •
– Minimize Training Requirements
– Minimize Compliance Processes
– Empower all relevant communication channels
– Accessibility
– Augment reporting and analytics
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31. Deep Dive: How Top Performing Distributed Marketers
Power Multi-Channel Marketing
(October 2012)
Download at www.gleanster.com
http://www.gleanster.com/reports/reports/how-top-
performing-distributed-marketers-power-multi-
channel-marketing
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