Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Distribion Webinar)

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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

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  • CMO’s feel unprepared for the amount of complexity they face.
  • Powering Multi-Channel Marketing in Distributed Organizations (Gleanster / Distribion Webinar)

    1. 1. Sponsored by:
    2. 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-ChannelManagement Marketing(Nov. 2012) (Aug, 2012) REVENUE CLICK-THROUGH RATES ROMI #Dist_Mktg 2
    3. 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 #Dist_Mktg 3
    4. 4. – Local Branch– Independent Agent– Franchisee– Reseller #Dist_Mktg 4
    5. 5. Regional Branch / OfficeCorporate Marketing • Manage Brand Consistency • Corporate Strategy • Support Channel(s) Regional Branch / Office Regional Branch / Office Regional Branch / Office #Dist_Mktg 5
    6. 6. •••••• #Dist_Mktg 6
    7. 7. 2012 IBM Study • 1,700 CMOs from 64 Countries 1. IBM 2012 Study: From Stretched to Strengthened #Dist_Mktg 7
    8. 8. •••• These challenges are amplified in a distributed marketing organization. #Dist_Mktg 8
    9. 9. Figure 1: Use of TechnologyHow many marketing technologies does your  Email Marketingorganization 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 #Dist_Mktg 9
    10. 10.     #Dist_Mktg 10
    11. 11. ••• #Dist_Mktg 11
    12. 12. #Dist_Mktg 12
    13. 13. #Dist_Mktg 13
    14. 14. CUSTOMER EXPERIENCE FOR DISTRIBUTED ORGANIZATIONS • » Gleanster Research #Dist_Mktg 14
    15. 15. 2012 Adobe Study: 1,700 CMOs No Process (14%) Head of Online (34%) Marketing Executives (56%) 1. Adobe 2012 Study: Digital Marketing Optimization #Dist_Mktg 15
    16. 16. Corporate CommunicationsCORPORATE Local BRANCH Target Audience #Dist_Mktg 16
    17. 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 #Dist_Mktg 17
    18. 18. CORPORATE TECHNOLOGY STACK LOCAL BRANCH DISCONNECT Information Flow Information Flow BRANCH • Brand Consistency • Communication Frequency BRANCH • Personalization • Holistic Analytics BRANCH #Dist_Mktg 18
    19. 19. • •40% 1. IDC 2. CMO Council #Dist_Mktg 19
    20. 20. #Dist_Mktg 20
    21. 21. Ability to make data driven decisions Top Performers Top 10 Challenge 33% Top 3 Challenge 67% #Dist_Mktg 21
    22. 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 #Dist_Mktg 22
    23. 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 #Dist_Mktg 23
    24. 24. Top Performers mitigate challenges throughincreased 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 #Dist_Mktg 24
    25. 25. • Early 40’s • 1 Child, Just had 2nd • Lives in SuburbsTodd How would we personalize a message to Todd? #Dist_Mktg 25
    26. 26. Generic Corporate Messages Email Marketing • Periodic EmailsCORPORATE • Periodic Mailer Local Branch Manager Email Marketing • Congratulations Email Personal SocialBRANCH Media Account • Targeted Product Offers • Facebook Wall Post #Dist_Mktg 26
    27. 27. Email PDF Landing Page Locked by Corporate Customizable byCORPORATE Local MarketersDistributedMarketing • Channel Specific, Brand Approved Template Library Platform PDF BRANCH Distributed Marketing Platform • Personalized for local audience • Contact info for local Account Rep #Dist_Mktg 27
    28. 28. ••••• Corporate Marketing controls the brand and centralizes measurement. #Dist_Mktg 28
    29. 29. Campaign Execution Measurement Multi-Channel & Email Integration Analytics Landing Page DISTRIBUTED MARKETING Rich Media PLATFORMDigital Asset Corporate & Local Dynamic Print CollateralManagement Templates Social Media Etc. Preference Contact Management Management #Dist_Mktg 29
    30. 30. • – Minimize Training Requirements – Minimize Compliance Processes – Empower all relevant communication channels – Accessibility – Augment reporting and analytics #Dist_Mktg 30
    31. 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 #Dist_Mktg 31
    32. 32. 32

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