How to "unflatten" our marketing funnels to engage people ways that matter.

1. A One-of-a-Kind Customer Engagement Summit
Crossing the Divide
Digital Marketing You Can Touch
Todd McMurtrey
Global Marketing Operations
Medtronic

2. MEDTRONIC: WHO WE ARE
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

3. MEDTRONIC: WHO WE ARE
SERVING HEALTHCARE SYSTEMS AROUND THE WORLD
4Business Groups
$30B+Global Revenue
160+Countries we operate in
85,000Employees
84Manufacturing Facilities
56Research Centers

4. Connected
Capabilities
1st Party
Data
2nd Party
Data
Audience Data
Marketplace
Oracle
Datalogix
B2B/B2C Marketing Automation Salesforce Automation
Intelligent
Orchestration
Display/Search VideoABM Print & Samples Events
Marketing
Resource MgmtAdvocates SocialRetargeting
Oracle
AppCloud
Digital Experience
Management
Content
Marketing LionbridgeAdobe Exp.
ManagerCommerce
Optimization
& Insights
Testing &
Optimization
Cloud Analytics
Actionable
Audience Profile
Anonymous
Profile
Known Profile
Oracle Data Management Platform
Aggregated Data Visualization

5. 5 Presentation Title (Edit on Slide Master) | June 1, 2015 | Confidential, for Internal Use Only

6. 6 Presentation Title (Edit on Slide Master) | June 1, 2015 | Confidential, for Internal Use Only
NOT A
GOAT

7. 7 Presentation Title (Edit on Slide Master) | June 1, 2015 | Confidential, for Internal Use Only

8. 8 Presentation Title (Edit on Slide Master) | June 1, 2015 | Confidential, for Internal Use Only
Innovation is
creating the
best
possible
match
between a
problem and
the solution.

9. Content Journey Map
BLOG WEBINAR
SUCCESS
STORIES
PRODUCT
SPECS
DEMO
WHITE
PAPER
AWARENESS CONSIDERATION DECISON

10. 88
34
5000+

11. Every campaign is people-based.

12. Content Journey Map
BLOG WEBINAR
SUCCESS
STORIES
PRODUCT
SPECS
DEMO
WHITE
PAPER
AWARENESS CONSIDERATION DECISON

13. Unflatten the Journey
AWARENESS CONSIDERATION DECISON
DISCOVER
What solutions are
can solve my problem?
LEARN
Do these solutions offer
better potential than the
current approach?
INVESTIGATE
Does this solve the
specific problems we are
facing now and in the
future?
ENGAGE
What will we ultimately
get out of this solution?
DECIDE
Can I justify this decision?

14. Unflatten the Journey

15. Deconstructing Content
Can I move forward? Is it easy to move at my own pace and timeline?
Can I skip ahead quickly?
Acceleration
Can I see how this would impact me?
Vision
Am I more educated on the features and benefits?
Information
Is it compelling or interesting enough to make me want to engage?
Emotion

16. The industry has
never had better
tools for engaging
remotely.
Why do we insist
on constantly
meeting in
person?

17. Touch and Feel

19. Nurture Model
INITIATE
Open the door for
engagement
ENGAGE
Is the person ready
to move forward
now?
EVALUATE
Does this person
qualify under the
scoring model
INVEST
Are we willing to help
move this forward?

20. SCALABLE
Easy to expand
MEASURABLE
Identify the impact and
results in a multi-touch
system
TARGETED
Reach the right people at
the right time.
EMOTIONAL
Engage more senses
ACTIONABLE
Trigger off delivery,
engagement and response
INTEGRATED
Works in our current
systems
PERSONALIZED
Send individual items to
individual people

21. Things work best when they work together

25. Leaks in our Funnel
• 45-day turn around
• Uncontrolled cost per sample
• 20% sales/PM time
• No tracking or reporting
• No follow-up
• No accountability
• No scalability
• No measurable ROI
INCONTINENCE SAMPLING PROGRAM
CASE STUDY: FIXING OUR LEAKY FUNNEL

26. WHAT WE REBUILT
CASE STUDY: FIXING OUR LEAKY FUNNEL
Wins
 3 – 5 day turn around
 80% reduction in cost per
sample
 End to end reporting and
tracking
 Inventory control
 Digital control & follow-
up
 Full accountability
 Scalable
 Measurable ROI

27. Marketing Operations Deliverables:
 Single site for sample request traffic
 Site to help consumer select appropriate product
 Site offers user option to opt out from future
communications
 Product packaging (printed card, box, etc.?)
 Customized Order Inserts
 Order fulfillment and shipment to consumer
 Inventory management capabilities (low stock and cap)
 ROI, tracking sample to reorder
Case Study – Fixing our Leaky Funnel

28. Wins
• 80% cost reduction per sample
• 20% increased time availability for sales reps
• 95% reduction in delivery time
• Up to 100% delivery and follow-up rates
Credits
• Approximately 4 months from planning to live
• 24 people from 10 departments
Results

29. WHAT WE LEARNED
PEOPLE-BASED
Multi-channel
personalization at scale
INTEGRATION
Work better
by working together
INNOVATION
The best solution
for the problem

30. A One-of-a-Kind Customer Engagement Summit
Thank You!