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The MarTech BLUEPRINT
Imperative
Cynthia Gumbert
VP, Marketing Technology & Demand Analytics
CA Technologies
Cynthia.Gumbert@CA.com
March 31, 2015
2 © 2015 CA. ALL RIGHTS RESERVED.
A Bit About Me…
Engineer
MarTech History:
 Salesforce.com user since 2000 (before campaigns and leads)
 MA history: Constant Contact, Lyris, Eloqua, Manticore, Marketo (and a bit of
everything that connects to MA)
 Convio
Demand Gen at..
Product Mgmt Demand Gen MarTech & Analytics
3 © 2015 CA. ALL RIGHTS RESERVED.
CA is one of the largest,
independent system
software companies in the
world that continues to
transform the face
of business.
Since 1976, we’ve been a culture of innovation—half of our 13,000 person
workforce is in development, creating better ways of managing, securing
and deploying IT infrastructure.
4 © 2015 CA. ALL RIGHTS RESERVED.
In 2014, CEOs must focus on leading their
organizations to think like and become more like
“tech” companies. Because, within a few years,
digital business capabilities will dominate every
industry. Urgent action is needed because first-
mover advantage is common in digital business and
fast followers must be very fast.
Gartner;“CEO Resolutions for 2014—Timeto Act on Digital Business”; Mark Raskino; March 5,2014
Today, Every Company
is a Software
Company.
From sneaker
company to data
enabled athletic
brand.
From book seller to insight
driven delivery service,
cloud servicer and
entertainment hub.
From UK grocer to global
consumer retailer leveraging
data and technology that
reframes the shopper
experience.
“Marketing is a
Software Play!”
6 © 2015 CA. ALL RIGHTS RESERVED.
MarTech @ca: “Goldilocks”
7 © 2015 CA. ALL RIGHTS RESERVED.
MarTech @ca: It’s People, Not Just Technology
Me (Trapped
in the Snow!)
8 © 2015 CA. ALL RIGHTS RESERVED.
Who Remembers?
2003…
Harvard Business Review; “IT Doesn’t Matter”; Nicolas Carr; May 2003
“By now, the core functions of IT−data
storage, data processing, and data
transport−have become available and
affordable to all. Their very power and
presence have begun to transform them
from potentially strategic resources into
commodity factors of production. They are
becoming costs of doing business that must
be paid by all but provide distinction to
none.”
9 © 2015 CA. ALL RIGHTS RESERVED.
Who Remembers?
2012…
Harvard Business Review; “Marketing is Dead”; Bill Lee; August 9, 2012
“Traditional marketing−including
advertising, public relations, branding and
corporate communications−is dead. Many
people in traditional marketing roles and
organizations may not realize they’re
operating within a dead paradigm. But they
are. The evidence is clear.”
10 © 2015 CA. ALL RIGHTS RESERVED.
Marketing and IT got
together and they’re
becoming one and the same.
Who’s Right?
11 © 2015 CA. ALL RIGHTS RESERVED.
Why Do We Need a Blueprint?
12 © 2015 CA. ALL RIGHTS RESERVED.
The Anatomy of a Successful MarTech Blueprint
It Answers These Questions:
1. What’s our vision for the customer experience
and journey?
2. What’s the desired state of marketing technology
to fill the buyer journey?
3. What pieces do we have in place and what’s left
to add?
4. Are we using what we have – scope, scale,
geographically, enablement?
5. Have we integrated what we have?
6. Are there duplications or unnecessary
capabilities?
7. Align technology roadmap with data flow,
marketing capabilities and customer experiences
13 © 2015 CA. ALL RIGHTS RESERVED.
Customer Experience Drives the
Technology Blueprint
“The website shows
what’s important to
me and my company.”
“They remember me and
what I am interested in,
everywhere!”
“I get a quick and friendly
response from them and they
know me, my history and only
call when I am interested.”
“They help answer my
questions in social
environments and
communities.”
“They only send me invites
and offers that interest me
and are relevant to where I
am in buying cycle.”
LEAD
14 © 2015 CA. ALL RIGHTS RESERVED.
Customer Experience Drives the
Technology Blueprint
“If this is what it’s like
to work with them, I
want to buy from
these guys!”
LEAD
15 © 2015 CA. ALL RIGHTS RESERVED.
CA’s MarTech Blueprint: Take Inventory
WEBINAR PLATFORM
Provides webinars and video for professionals
and their communities.
SOCIAL LEAD TOOL
Social lead management that identifies,
profiles, scores and nurtures new and existing
leads on social channels.
INTEGRATE
Closed-loop marketing software for marketing
and media programs management via one
dashboard.
SLIDESHARE
Social network that allows users to upload and
share publicly or privately presentations,
documents and PDF portfolios.
REAL TIME PERSONALIZATION (RTP)
Identifies online visitors and targets them in real-time with personalized content. Creates meaningful,
real-time interactions with targeted individuals through dynamically generated, personalized
communication across email, web, ads and mobile.
ENGAGEMENT:MARKETO
TRANSLATION
Cloud-based translation technology that
automates, manages and analyzes the content
localization process.
DELIVERABILITY ASSURANCE
Data quality API solution to improve targeted
communications and reduce delivery failures.
WEB FORMS
SmartForms add data enrichment to landing
page web forms that allows marketers to ask
fewer questions and still collect a survey’s worth
of data. SaaS solution to continuously manage
and improve data quality and integrates to
marketing automation platforms or CRM
systems.
LEAD CAPTURE
Universal Lead Capture software used as an
alternative to renting lead retrieval from
tradeshows and a great extension to
Salesforce.com and Marketo.
EVENT AUTOMATION
A comprehensive event management
application that allows organizations to plan and
collaborate, engage attendees, and measure
ROI more effectively.
QUALIFICATION
LATTICE
Predictive Lead Scoring tool that uses
data to prioritize leads and to provide
predictive analytics including the top
reasons why a lead has been scored.
SAAS TRIAL NURTURE
Monitors customer behavior and usage in
applications – along with critical
relationship data from CRM and other
systems.
CONVERSION
LATTICE
salesPRISM platform that uses predictive analytics to
uncover patterns in how customers transforming internal
and external data into ongoing, account-specific actions.
LEAD DISTRIBUTION
Intelligent lead and case
distribution for
Salesforce.
INTELLIGENCE
SAAS ENTERPRISE BI
Enterprise business intelligence tool that
provides unified analytics in a single
platform.
MARKETO - ALLOCADIA
Marketing Financial Management (MFM)
tool for planning, budgeting and
campaign ROI visibility.
DISPLAY INTELLIGENCE
Brings all display marketing data into one
place and converts it into valuable
insights, actions and results.
PAID SEARCH MGMT
Provides the ability to manage revenue
acquisition through online paid search
advertising campaigns.
DATA AUGMENTATION Persona and contact acquisition.
16 © 2015 CA. ALL RIGHTS RESERVED.
Architecture & Integration
MARKETO
SFDC
Sales Rep
ISR
Sales Insight
Lattice
De-dupe
CMO Dashboard
Events Automation
Events Mobile
Registration
CA World Site
Ensighten
Adobe Analytics/Omniture
Global CA Form
CA.com
Webinar
Deliverability
Web Form
Augmentation
Integrate
Social Targeting
Display
Paid
Search Agency
SlideShare Infographics,
Video
SaaS Trials
Rewrite Hub
Rewrite Form
Mobile
*Pieces still to be
filled out
ROI Connector
SaaS BI
RTP
Sync
Translation
17 © 2015 CA. ALL RIGHTS RESERVED.
Integration, Planning & Project Management
Example: CA World 2014
 Integrated toolset
 “War Room” with a plan for
every step of the event
 Attendees saw:
personalized, dynamic
welcome notes and pushes
with thank yous and
recommendations
18 © 2015 CA. ALL RIGHTS RESERVED.
Put Your Blueprint to Work
Executives & Board of Directors
 Provides complete view of strategy and investment
Empowers You to Articulate Tech Investments & Choices
Line of Business Owners
 Gets everybody on the same page
Marketing & IT Collaboration
 Develop a playbook for joint communications
Tech Vendors & Partners
 Identify and better evaluate vendor/partner value
VP, Marketing Technology & Demand Analytics
Cynthia.Gumbert@ca.com
Cynthia Gumbert

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The MarTech Blueprint Imperative

  • 1. The MarTech BLUEPRINT Imperative Cynthia Gumbert VP, Marketing Technology & Demand Analytics CA Technologies Cynthia.Gumbert@CA.com March 31, 2015
  • 2. 2 © 2015 CA. ALL RIGHTS RESERVED. A Bit About Me… Engineer MarTech History:  Salesforce.com user since 2000 (before campaigns and leads)  MA history: Constant Contact, Lyris, Eloqua, Manticore, Marketo (and a bit of everything that connects to MA)  Convio Demand Gen at.. Product Mgmt Demand Gen MarTech & Analytics
  • 3. 3 © 2015 CA. ALL RIGHTS RESERVED. CA is one of the largest, independent system software companies in the world that continues to transform the face of business. Since 1976, we’ve been a culture of innovation—half of our 13,000 person workforce is in development, creating better ways of managing, securing and deploying IT infrastructure.
  • 4. 4 © 2015 CA. ALL RIGHTS RESERVED. In 2014, CEOs must focus on leading their organizations to think like and become more like “tech” companies. Because, within a few years, digital business capabilities will dominate every industry. Urgent action is needed because first- mover advantage is common in digital business and fast followers must be very fast. Gartner;“CEO Resolutions for 2014—Timeto Act on Digital Business”; Mark Raskino; March 5,2014 Today, Every Company is a Software Company. From sneaker company to data enabled athletic brand. From book seller to insight driven delivery service, cloud servicer and entertainment hub. From UK grocer to global consumer retailer leveraging data and technology that reframes the shopper experience.
  • 6. 6 © 2015 CA. ALL RIGHTS RESERVED. MarTech @ca: “Goldilocks”
  • 7. 7 © 2015 CA. ALL RIGHTS RESERVED. MarTech @ca: It’s People, Not Just Technology Me (Trapped in the Snow!)
  • 8. 8 © 2015 CA. ALL RIGHTS RESERVED. Who Remembers? 2003… Harvard Business Review; “IT Doesn’t Matter”; Nicolas Carr; May 2003 “By now, the core functions of IT−data storage, data processing, and data transport−have become available and affordable to all. Their very power and presence have begun to transform them from potentially strategic resources into commodity factors of production. They are becoming costs of doing business that must be paid by all but provide distinction to none.”
  • 9. 9 © 2015 CA. ALL RIGHTS RESERVED. Who Remembers? 2012… Harvard Business Review; “Marketing is Dead”; Bill Lee; August 9, 2012 “Traditional marketing−including advertising, public relations, branding and corporate communications−is dead. Many people in traditional marketing roles and organizations may not realize they’re operating within a dead paradigm. But they are. The evidence is clear.”
  • 10. 10 © 2015 CA. ALL RIGHTS RESERVED. Marketing and IT got together and they’re becoming one and the same. Who’s Right?
  • 11. 11 © 2015 CA. ALL RIGHTS RESERVED. Why Do We Need a Blueprint?
  • 12. 12 © 2015 CA. ALL RIGHTS RESERVED. The Anatomy of a Successful MarTech Blueprint It Answers These Questions: 1. What’s our vision for the customer experience and journey? 2. What’s the desired state of marketing technology to fill the buyer journey? 3. What pieces do we have in place and what’s left to add? 4. Are we using what we have – scope, scale, geographically, enablement? 5. Have we integrated what we have? 6. Are there duplications or unnecessary capabilities? 7. Align technology roadmap with data flow, marketing capabilities and customer experiences
  • 13. 13 © 2015 CA. ALL RIGHTS RESERVED. Customer Experience Drives the Technology Blueprint “The website shows what’s important to me and my company.” “They remember me and what I am interested in, everywhere!” “I get a quick and friendly response from them and they know me, my history and only call when I am interested.” “They help answer my questions in social environments and communities.” “They only send me invites and offers that interest me and are relevant to where I am in buying cycle.” LEAD
  • 14. 14 © 2015 CA. ALL RIGHTS RESERVED. Customer Experience Drives the Technology Blueprint “If this is what it’s like to work with them, I want to buy from these guys!” LEAD
  • 15. 15 © 2015 CA. ALL RIGHTS RESERVED. CA’s MarTech Blueprint: Take Inventory WEBINAR PLATFORM Provides webinars and video for professionals and their communities. SOCIAL LEAD TOOL Social lead management that identifies, profiles, scores and nurtures new and existing leads on social channels. INTEGRATE Closed-loop marketing software for marketing and media programs management via one dashboard. SLIDESHARE Social network that allows users to upload and share publicly or privately presentations, documents and PDF portfolios. REAL TIME PERSONALIZATION (RTP) Identifies online visitors and targets them in real-time with personalized content. Creates meaningful, real-time interactions with targeted individuals through dynamically generated, personalized communication across email, web, ads and mobile. ENGAGEMENT:MARKETO TRANSLATION Cloud-based translation technology that automates, manages and analyzes the content localization process. DELIVERABILITY ASSURANCE Data quality API solution to improve targeted communications and reduce delivery failures. WEB FORMS SmartForms add data enrichment to landing page web forms that allows marketers to ask fewer questions and still collect a survey’s worth of data. SaaS solution to continuously manage and improve data quality and integrates to marketing automation platforms or CRM systems. LEAD CAPTURE Universal Lead Capture software used as an alternative to renting lead retrieval from tradeshows and a great extension to Salesforce.com and Marketo. EVENT AUTOMATION A comprehensive event management application that allows organizations to plan and collaborate, engage attendees, and measure ROI more effectively. QUALIFICATION LATTICE Predictive Lead Scoring tool that uses data to prioritize leads and to provide predictive analytics including the top reasons why a lead has been scored. SAAS TRIAL NURTURE Monitors customer behavior and usage in applications – along with critical relationship data from CRM and other systems. CONVERSION LATTICE salesPRISM platform that uses predictive analytics to uncover patterns in how customers transforming internal and external data into ongoing, account-specific actions. LEAD DISTRIBUTION Intelligent lead and case distribution for Salesforce. INTELLIGENCE SAAS ENTERPRISE BI Enterprise business intelligence tool that provides unified analytics in a single platform. MARKETO - ALLOCADIA Marketing Financial Management (MFM) tool for planning, budgeting and campaign ROI visibility. DISPLAY INTELLIGENCE Brings all display marketing data into one place and converts it into valuable insights, actions and results. PAID SEARCH MGMT Provides the ability to manage revenue acquisition through online paid search advertising campaigns. DATA AUGMENTATION Persona and contact acquisition.
  • 16. 16 © 2015 CA. ALL RIGHTS RESERVED. Architecture & Integration MARKETO SFDC Sales Rep ISR Sales Insight Lattice De-dupe CMO Dashboard Events Automation Events Mobile Registration CA World Site Ensighten Adobe Analytics/Omniture Global CA Form CA.com Webinar Deliverability Web Form Augmentation Integrate Social Targeting Display Paid Search Agency SlideShare Infographics, Video SaaS Trials Rewrite Hub Rewrite Form Mobile *Pieces still to be filled out ROI Connector SaaS BI RTP Sync Translation
  • 17. 17 © 2015 CA. ALL RIGHTS RESERVED. Integration, Planning & Project Management Example: CA World 2014  Integrated toolset  “War Room” with a plan for every step of the event  Attendees saw: personalized, dynamic welcome notes and pushes with thank yous and recommendations
  • 18. 18 © 2015 CA. ALL RIGHTS RESERVED. Put Your Blueprint to Work Executives & Board of Directors  Provides complete view of strategy and investment Empowers You to Articulate Tech Investments & Choices Line of Business Owners  Gets everybody on the same page Marketing & IT Collaboration  Develop a playbook for joint communications Tech Vendors & Partners  Identify and better evaluate vendor/partner value
  • 19. VP, Marketing Technology & Demand Analytics Cynthia.Gumbert@ca.com Cynthia Gumbert