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Prue Cox's (LinkedIn) presentation at Mumbrella's B2B Marketing Summit 2018
- 1. Marketers of tomorrow Is Australia Ready? Prue Cox Director of Marketing Solutions
- 2. State of marketing in Australia Australian marketers are behind APAC when it comes to leveraging tech Australian marketers are lagging behind APAC in skills development LearningTechApproach Australian marketers are taking a ‘business as usual’ approach
- 3. Confidence levels are low 9% 16% 1% 9% 10% 51% 51% 27% 67% 63% 40% 33% 72% 24% 27% All Marketers Australia India Singapore Hong Kong Very confident Confident Not Confident
- 4. Aussie marketers do not feel prepared for the future 13% 31% 2% 10% 7% 46% 53% 25% 54% 55% 41% 17% 73% 36% 39% All Marketers Australia India Singapore Hong Kong Very well prepared Quite well prepared Not well prepared
- 5. Our budgets have plateaued 2% 2% 3% 2% 12% 26% 9% 10% 49% 52% 26% 62% 55% 38% 19% 74% 25% 33% All Marketers Australia India Singapore Hong Kong Significant growth (11%+) Slight growth (1 - 10%) Stay the same Decline
- 6. Aussie marketers are adopting a ‘business as usual’ approach… but is that the right approach?
- 7. Should we be investing more?
- 8. Tech = threat or opportunity? Some Marketing functions wont require human labour Less need for external agencies Less marketing jobs Less need for in-house marketers
- 9. Investment in the tools and technologies Desired business outcomes
- 10. Business priorities 2018 56% 71% 43% 71% Increase brand awareness Improve quality of leads Increase lead conversion Increase lead volumes Reduce cost of acquisition Optimise customer experiences Improve customer loyalty Increase customer lifetime value Reduce customer churn Australia Brand Acquisition CX Retention
- 11. Tech = key to achieving business priorities Increase brand awareness Improve quality of leads Increase lead conversion Increase lead volumes Reduce cost of acquisition Optimise customer experiences Improve customer loyalty Increase customer lifetime value Reduce customer churn Brand Acquisition CX Retention 77% 89% 72% 89% Australia
- 12. Are we using tech to evolve our approach?
- 13. Business advantages of investment in tech Increase lead volumes and conversion Creates more personalised experiences Improves customer loyalty and reduces cost of acquisition Gives marketers more time to spend on creative outputs
- 15. Tech investment is important, but skills development is even more critical
- 16. How do we rate our skills? 59% 55% 45% 61% 59% 65% 68% 69% 62% 72% 71% 63% 62% Digital Data analytics Coding Content generation Creative storytelling Strategy Customer Experience (CX) Problem Solving Critical thinking Relationship building Communication Time management Negotiation Technical Creative Cognitive Account Management 75% 55% 93% 78% 73% 72% 65% 85% 72% 67% 89% 84% 95% 88% 89% 90% 84% 95% 89% 93% ALL MARKETERS IndiaAustralia Singapore Hong Kong
- 17. What skills are we looking for? 59% 58% 42% 47% 45% 56% 52% 52% 52% 54% 53% 49% 39% Digital Data analytics Coding Content generation Creative storytelling Strategy Customer… Problem Solving Critical thinking Relationship building Communication Time management Negotiation Technical Creative Cognitive Account Management 80% 77% 85% 80% 78% 63% 57% 74% 61% 61% 84% 81% 86% 86% 84% 82% 81% 88% 81% 75% ALL MARKETERS IndiaAustralia Singapore Hong Kong
- 18. While cognitive and account management skills are essential, nearly half of Australian marketers agree that as a result of new technologies, they will need a broader skillset
- 19. Australian marketers must embrace data & insights to optimize the customer experience Shifting from a cost centre to a revenue generator ROIDataBrand Australian marketers need to focus full funnel activity
- 20. Thank you