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2020: What your marketing will look like.
1.
2. The Future of the
Marketing Department
What will marketing look like in 2020?
3. Meet Dr. Chris Boorman
Chief Marketing Officer, Huddle
Follow Chris on Twitter @chboorman
4. Cloud-based content collaboration platform for
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Intelligently delivers relevant files to users
Empowers the mobile workforce from desktops
to smartphones to tablets
6. 2020. Time to transform?
• The digital revolution struck with an unprecedented
impact on business operations
• Marketers live at the vanguard of these changes
Social engagement
Mobile deployment
Compelling content
Analytics for everything
• Flash forward seven years. What does the marketing
department of the future look like?
8. Skills & overload
• “Always on” society
• Drip marketing
Content will pour out like water from a faucet
• Multi-skilled marketers will control and manage
multiple projects
• Marketing will be organized around the customer, not
products and channels
10. Recruitment & training
• Marketing becomes a science
Compelling, personalized content will be based on deep
analytical knowledge
• Training will be flexible, more relevant, and on-demand
Face-to-face
Clinics
Webinars
• Marketers will need to imagine, track, and measure ROI
12. Communications
• Team silos will vanish
Cross-functional becomes the norm
Internal and external become the norm
• All technology shifts into the cloud
Focus turns to “getting the job done”
Content will be intelligently delivered automatically
—no need to search.
14. The role of the agency
• More necessary than ever
Not disappearing or remaining the middleman
• A trusted partner with critical knowledge
An arm of your marketing team
• Responsible for processing essential assets
Digital
Analytical
Content
16. Working with sales
• The waterfall disappears
Replaced by digital and interpersonal dialogue
• Balance of power shifts
Customers are far more knowledgeable
70% of selling happens through marketing, before sales teams
engage
• Technology is adopted
Marketing teams embrace emerging technologies, vs. sales
teams remaining unconvinced
18. The evolution of email
• Your prospect database
moves into the cloud 100%
90%
LinkedIn 80%
55% 58%
Facebook 70%
71%
60%
Web
50%
Direct Mail
• Traditional email dies
40% Email
19% Events
30% 21%
20% 11% 14%
9%
10% 6%
15% 12% 9%
• 2-way digital dialog rules
0%
2009 2010 2015
Source: Sirius Decisions (December, 2010)
Sirius Perspective: “The reality is that prospects find you when
they’re ready; effective inbound marketing makes you easier to
find.”
20. The role of technology
• Digital dominates
Deep understanding through analytics
Automated personal engagement happens across social
communities
• Everything is mobile
Tablets and smartphones evolve as the standard
Traditional web interfaces die
22. Marketing teamwork in the cloud
Brave new cloud era:
• Brings teams together—both internally and
externally
• Scalable
• Secure
• Delivers content that matters
• No need to search, relevant content finds you
• No need for IT support
• Mobile and web platforms
24. 1. Start small, then build
2. Stay focused on goals
3. Encourage immersion
4. Be inclusive
5. Share easily and often
6. Be mindful of deadlines
7. Don’t slip back into bad habits
The digital revolution struck with an unprecedented impact on the way businesses operate –with marketing at the vanguard of these changes. Who could have predicted 10 years ago that a thing called ‘social media’ would exist? And that it would be an ingrained part of so many marketing plans? Or that mobile marketing would be such a viable way to reach decision makers at businesses worldwide? With this in mind, we decided it would be useful to consider how the average marketing department might look seven years from now in 2020. The changes impacting on marketing communications in the here and now have been widely discussed – it’s time to look to the future and to how technology may continue to make the marketing department more dynamic than ever.
1. Start small and then build. Createa strategy, beginning with a definedmanageable project with clear goals –don’t bite off more than you can chew.2. Stay focused on goals. Ensureyou don’t create yet anotherjumbled repository.3. Encourage immersion. Like all newtechnology, users need to be trainedand encouraged to use the platformregularly to be comfortable with it, andensure it is used in the right way.4. Be inclusive. Include everyone.All relevant stakeholders need to beinvolved in sharing all the waythrough – that includes external teamslike agencies.5. Share easily and often. Thoughtsand feedback should be encouragedat every stage. A two-way dialoguemust be created, and team membersencouraged to share things they knowis not perfect.6. Be mindful of deadlines. Don’t letthe discussion run away – the goal is toget the work done.7. Don’t slip back into bad habits.Remember, email is not acollaboration tool!
1. Start small and then build. Createa strategy, beginning with a definedmanageable project with clear goals –don’t bite off more than you can chew.2. Stay focused on goals. Ensureyou don’t create yet anotherjumbled repository.3. Encourage immersion. Like all newtechnology, users need to be trainedand encouraged to use the platformregularly to be comfortable with it, andensure it is used in the right way.4. Be inclusive. Include everyone.All relevant stakeholders need to beinvolved in sharing all the waythrough – that includes external teamslike agencies.5. Share easily and often. Thoughtsand feedback should be encouragedat every stage. A two-way dialoguemust be created, and team membersencouraged to share things they knowis not perfect.6. Be mindful of deadlines. Don’t letthe discussion run away – the goal is toget the work done.7. Don’t slip back into bad habits.Remember, email is not acollaboration tool!
