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CMO Survival Guide 2015 Webinar

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Jeremy Waite shares:

4 TECHNOLOGY SHIFTS,
4 BEHAVIOURS
& 12 TIPS!

The job of a marketer has always been to connect with their customers as fast as possible by creating engaging content, providing better customer service and using technology to help you do these things.


Build Relationships Faster
Provide Better Customer Experiences
Make Money & Save Money
Loyalty, Customer Journeys & Trust

Published in: Marketing, Business

CMO Survival Guide 2015 Webinar

  1. Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@Salesforce.com CMO Survival Guide 2015
  2. 4 TECHNOLOGY SHIFTS, 4 BEHAVIOURS & 12 TIPS! The job of a marketer has always been to connect with their customers as fast as possible by creating engaging content, providing better customer service and using technology to help you do these things. •  Build Relationships Faster •  Provide Better Customer Experiences •  Make Money & Save Money •  Loyalty, Customer Journeys & Trust
  3. THANK YOU
  4. 1. Growing Profitable Revenue 2. Connecting with Customers 3. Competition in the Marketplace Gartner CMO Spend Survey 2015 Journeys Contacts Content Channels Analytics Apps Top 3 CMO Challenges in 2015
  5. 75% executives ignore data and trust their gut-instinct when making major strategic decisions. PwC
  6. IBM CMO STUDY “4 out of 5 CMOs anticipate a high level of complexity over the next 5 years ~ but only 50% feel ready to handle it”.
  7. 4 Technology Shifts 2015 Cloud based companies reduce development time by 11.6% By 2018 ~ 25% of all corporate traffic will flow directly from mobile to cloud Average online attention span is now 5 seconds 90% of the world’s data didn’t exist in 2014
  8. UNKNOWN KNOWN Fragmented 1:Many Untargeted Seamless 1:1 Journeys Technology Shift 1 MOBILE
  9. Technology Shift 2 CLOUD The job of a marketer is to make mone y and save money… CHALLENGE By 2017 25% of corporate traffic will flow directly from mobile to cloud. OPPORTUNITY •  Cloud 5x faster and half the cost. Salesforce SMB •  Only 34% of the 421 companies with fewer than 100 employees are currently using / implementing cloud (compared with 69% of medium- sized and large enterprises). IDC
  10. “The Cloud is the Fastest Path to Success”. Enterprise Cloud Computing Fast Innovative Open Easy Trusted No Hardware No Software Faster ROI Flexible Automatic Upgrades Continuous Improvement Any Device API First Data Portability Secure Transparent Performance at Scale Subscription Model Real-time Customizations AppExchange Technology Shift 2 CLOUD
  11. Coding Productivity 47% + 42% + Decrease in IT Costs Faster Integration 47% + Faster System Testing 46% + Faster Deployment 55% +Faster Configuration 52% + Faster Design 50% + Source: Salesforce Customer Relationship Survey conducted March 2014 - May 2014, by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected. Response sizes per question vary. Average Percentage Improvements Reported by Salesforce Customers Technology Shift 2 CLOUD The Fastest Path from idea to app.
  12. • Think Big • Start Small • Scale Fast Technology Shift 2 CLOUD
  13. Technology Shift 3 SOCIAL “Better to have 100 people who love you, than 1 million who kinda like you”. Brian Chesky, Co-Founder AirBnB
  14. YouTube’s 490 million users upload more video in 60 days than the three major U.S. television networks created in 60 years Technology Shift 3 SOCIAL
  15. The Future is Anonymous… Everybody has 3 lives? 1.  Personal Life 2.  Private Life 3.  Secret Life Technology Shift 3 SOCIAL
  16. 69% Dark Social | 23% Facebook | 8% Other Social Networks
  17. By 2020… 10x mobile data 19x unstructured data 50x product data Technology Shift 4 DATA SCIENCE
  18. Technology Shift 4 DATA SCIENCE We create 2.5 quintillion bytes of data every day. That’s equivalent to one new Google every 4 days... …and the digital universe will be 40X bigger by 2020.
  19. INTRODUCTION 12 CMO TIPS
  20. TRUST
  21. Trust in Companies Headquartered in the Following Countries 2015 Edelman Trust Barometer Report
  22. TIP 1 BUILD TRUSTED RELATIONSHIPS Only 14% customers trust brands but 78% trust their friends. OXFORD RESEARCH
  23. “Lack of trust is the biggest threat to the advertising industry”. Simon Litherland – Britvic CEO
  24. HOW DO YOU BUILD TRUSTED RELATIONSHIPS IN The Disruptive Economy?
  25. Information is powerful but it is how we use it that will define us... @Avinash
  26. TIP 2 STOP BUYING PEOPLE’S ATTENTION “5% increase in customer retention can generate a 75% increase in profitability”. BAIN & CO.
  27. SPEED 00:22
  28. 00:05
  29. “Companies are no longer competing against each other. They are competing against speed”. @Benioff
  30. Ulrik Nehammer CEO Coca-Cola EMEA “In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies”.
  31. Sales 9% 11% 12% 10% 25% 33% 5 minutes 15 minutes 30 minutes 1 hour 24 hours 3 days TIP 3 CONNECT WITH YOUR CUSTOMERS FASTER
  32. 42% Customers expect a response fro m a brand within 1 hour. EDISON RESEARCH
  33. CUSTOMER JOURNEYS 92% Companies say customer is a top stratgic priority. 45% do not have the budget they need to get the job done. FORRESTER
  34. Click Facebook Ad Newsletter Sign-up Personalized Content Email Mobile Opt-inDownload App Contact Customer Support Evangelize on Facebook Support Issue Resolved First Purchase CUSTOMER JOURNEYS
  35. TIP 4 CREATE 1:1 CUSTOMER JOURNEYS Only 37% of Executives know How To Measure the Lifetime Value of Their Customers BAIN & CO.
  36. Understand the Customer Journey in Real-Time TIP 4 CREATE 1:1 CUSTOMER JOURNEYS
  37. Do you know who your customers are? Where are they in their journey? Are you engaging and moving them along the journey? Are you measuring the impact on your business goals? TIP 4 CREATE 1:1 CUSTOMER JOURNEYS The Four BIG Questions
  38. TIP 5 THINK CUSTOMERS NOT CONSUMERS 75% Customer conversations now happen though customer service. GARTNER
  39. 77% of consumers do n’t want a relationship with a brand? HARVARD BUSINESS REVIEW
  40. TIP 6 KNOW WHO YOUR CUSTOMERS ARE •  Who? •  What? •  Why? •  Where? •  When?
  41. TIP 6 KNOW WHO YOUR CUSTOMERS ARE
  42. TIP 6 KNOW WHO YOUR CUSTOMERS ARE
  43. TIP 6 KNOW WHO YOUR CUSTOMERS ARE
  44. LOYALTY
  45. “You can’t purchase loyalty”. Frank Underwood
  46. 6x Cheaper To Keep A Customer Than Acquire A New One.
  47. A 5% Increase in Customer loyalty is everything.
  48. TIP 7 LOVE THOSE WHO HATE YOU “Customer service is one of the only times you have 100% Of your customers attention”. Ted Rubin World’s “Most Connected” CMO
  49. Unnecessary service costs to online retailers due to channel escalation are $22 million, on average. Source: Forrester, Embrace Continuous Improvement To Power Customer Service Operations, 11.6.13 TIP 7 LOVE THOSE WHO HATE YOU “Their preferredchannel…”
  50. TIP 8 HAVE A “SINGLE VIEW” “We don’t have to predict the future, because we have a fundamental relationship with the customer that is adaptive”. Caspar de Bono Managing Director B2B, FT.com
  51. Build Relationships. Faster. #BIGDATA Volume Velocity Variety Veracity 5B Smartphones by 2017 Customer Data Purchase Data 500m+Social Networks, Blogs & Forums Social Data 2.5 Quintillion bytes of data every day Connected Data
  52. Connect with your customers. Faster. Become a Customer Company Analytics THE CUSTOMER SUCCESS PLATFORM
  53. Thank you Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud
  54. QUESTIONS?
  55. TIP 8 BUILD A CONVERSATION STRATEGY Marketing | PR & Brand | IT | BI Customer Service | Sales | HR | Operations “Conversation Strategy”.
  56. Salesforce World Tour London May 21st ExCel Connections New York June 16th-18th Javis Center YouTube.com Salesforce

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