Getting the 'Full Stack' Advantage - MarTech 2017
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Basketball has the full court press. Hockey has the power play. Baseball has bases loaded. How does marketing get the “full stack advantage” to put their entire stack into play?
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Getting the 'Full Stack' Advantage - MarTech 2017
- 3. OUR MISSION “To contribute to human welfare by application of biomedical engineering in the research, design, manufacture, and sale of instruments or appliances that Alleviate Pain, Restore Health, and Extend Life.” 2people every second OUR THERAPIES IMPROVE THE LIVES OF
- 4. MEDTRONIC: Who We Are Serving Healthcare systems around the World 4Business Groups $27B+Global Revenue 160+Countries we operate in 85,000Employees 84Manufacturing Facilities 56Research Centers
- 6. Requirements Challenges •Positioning •Timing Gaining the Advantage •New Players •New Teams
- 7. Ventilator
- 9. Ventilator
- 10. Airways Management Breathing Monitor Mechanical Ventilation Ventilator Ventilation Respirator Respiration
- 11. Ventilator
- 13. Ventilator
- 14. VentilatorOn a
- 15. VentilatorOn a
- 20. Digital Funnel
- 21. Early Stage Mid Stage Late Stage Blog Posts White Paper Webinar Demo Request Success Stories Product Specs
- 22. 88 34 5000+
- 23. Early Stage Mid Stage Late Stage Blog Posts White Paper Webinar Demo Request Success Stories Product Specs
- 24. Early Stage Mid Stage Late Stage Blog Post White Paper Webinar Demo Request Success Stories Product Specs Calculator Interactive Video Product Sample Onboarding Kit Trade Show
- 30. Summary
- 32. programmed by: In association with: &
Editor's Notes
- Two reasons for this slide: So it’s clear we’re not a MarTech company trying to sell something to the audience (we make medical devices for medical professionals) To add context to some of the examples later.
- What don’t we get? More players. New Players. Different teams. Different sports.
- A product. A medical device. How do our customers view this product?
- A product. A medical device. How do our customers view this product?
- A product. A medical device. How do our customers view this product?
- How our SEOs and SEMs view it.
- How our automation teams view it.
- Some players have powerful information. How do we position them for better team success. Here’s our social media team.
- How our customers view it?
- What do these two simple words add? How does that change the conversation?
- Some examples. If you are using our product, it’s probably one of the worst days of your life. While we don’t market to patients, it is important to understand what it is like to use our product. This is a view you don’t get in SEO. Or in automation, or advertising. It is important to understand what its like to be the one our product is used on, just as it is important to understand what its like to be a nurse caring for premature babies in the NICU, or a surgeon performing a 12 hour surgery. Our up-front persona mapping or customer surveys don’t really capture that. These stories however, tell themselves.
- Even worse. More mixed emotions.
- So different.
- If we want to humanize our customer interactions – our social team is positioned to give us that information. What
- What do they have that you don’t? What timing and insight can they pass to you? Sentiment. Real time feedback. Ability to test messages, Ability to reach customers rapidly, at scale. Ability to TALK to customers AND LISTEN.
- As MarTech’s, we follow the funnel, and engage audiences through multiple channels
- Our campaign flows look like this. Pretty linear.
- But the channels are noisy. Emails received (88), per day on average versus emails sent per day (34) Sources: https://www.textrequest.com/blog/how-many-emails-do-people-get-every-day/ https://sjinsights.net/2014/09/29/new-research-sheds-light-on-daily-ad-exposures/
- We need a way to engage people better, and to design plays that are more flexible and user driven.
- Adding interaction helps break through the noise
- Story on customer interactions at events
- Positioned into the canvass
- What happens after the play? We’ve scored! How does the marketing team facilitate the onboarding experience?
- What does a welcome kit look like?
- How do we take our tech stack and turn it into a great onboarding experience.