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The Art & Science of Modern Marketing: Three Key Best Practices for the Journey

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Digital transformation, widespread innovation and Marketing Technology (MarTec) have fundamentally transformed marketing. The modern marketer must combine art and science to meet the evolving needs of the services marketplace, including thought leadership and storytelling, insights-driven marketing and analytics and innovative digital events and Webinars. We’ll address new requirements, the skills of a successful modern marketer and define key best practices and present real-world examples and experiences in key areas of modern marketing.

Published in: Marketing
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The Art & Science of Modern Marketing: Three Key Best Practices for the Journey

  1. 1. The Art & Science of Modern Marketing: Three Key Best Practices for the Journey Fred Isbell March 2018
  2. 2. Fred Isbell Senior Marketing Director and BMO Lead SAP Global Marketing ▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP HEC Marketing ▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012 ▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004 ▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment Corporation (DEC) 1988-2000 ▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988 ▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award
  3. 3. Fred Isbell Senior Marketing Director and BMO Lead SAP Global Marketing ▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP HEC Marketing ▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012 ▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004 ▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment Corporation (DEC) 1988-2000 ▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988 ▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award
  4. 4. Agenda ▪ Modern Marketing ▪ Three Key Best Practices of Modern Marketing: ✓ Thought Leadership ✓ Digital Marketing and the Modern Webcast ✓ Marketing Analytics and Performance Management ▪ Summary, Discussion & Q&A
  5. 5. Modern Marketing
  6. 6. Change Is Everywhere Source: Scott Brinker @chiefmartec http://www.chiefmartec.com
  7. 7. Modern Marketing ▪ Increasingly Strategic ▪ Driven by Data and Insights ▪ Combines Left- and Right- Brain Skills ▪ Aligned with Sales ▪ Agile (like modern software development methodology) ▪ Leverages Marketing Technology (MarTec) and Marketing Automation Platforms (MAP) The Art and Science of Modern Marketing
  8. 8. Thought Leadership
  9. 9. The Importance of Storytelling ▪ Cuts though the clutter and overload of information ▪ Classic “showing” rather than “telling” ▪ Personal element(s) linked to the persona of the target audience ▪ Tell the audience the story you want them to hear — not relying upon them to piece together the elements of the story ▪ You build a narrative told by you in a coherent and compelling narrative ▪ Use the “Pixar format” — a setup, a challenge and a resolution Story Telling Infographic: http://nurturenow.lookbookhq.com/2016-nurture-touch-4/infographic Pixar’s Andrew Stanton TED Talk on Storytelling: https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en
  10. 10. Thought Leadership Two-Minute Drill ▪ Definition: A thought leader is an individual or firm that is recognized as an authority in a specialized field and whose expertise is sought and often rewarded ▪ Timing: Tied to the awareness and consideration phase of the Buyer’s Journey and (sometimes) pre-demand generation and always before purchase phase ▪ Format: Usually Before a prospect or customer engages a sales person, and often digital in format Thought Leadership sits at the Pinnacle of a Successful Content Marketing Strategy Thought Leadership takes a team of the best minds in the organization (& beyond) Develop a Thought Leadership Platform SAP Programs Model IDC Buyers Journey Forrester Customer Life Cycle Thought Leadership is great storytelling delivered across the buyers journey and customer lifecycle w/ focus early on and mostly in a digital and/or off-line format Source: ForresterSource: Forrester “Thought leadership is not a one man show .. it is a virtual team and not a formal organizational structure” Source: Sirius Decisions Thought Leadership maturity varies from organization to organization and is dynamic and consistently evolving; SAP is on the upper- end of Thought Leadership maturity in our industry along with IBM, CISCO, and others ITSMA Thought Leadership Maturity Model “The purpose and process of Thought Leadership is widely misunderstood and misapplied, causing mixed results” - SiriusDecisions
  11. 11. The “Secret Sauce” – Understand Buyers Personas Understand both New and Understood Buyer Personas and develop insights that drive and inform other activities, including messaging development, campaign design, content strategy and defining market requirements for product/solutions innovation Defining buyer personas helps drive customer-centric innovation and go-to-market strategy
  12. 12. Thought Leadership & the Digitalist ▪ SAP platform for Thought Leadership and Executive Research ▪ BLOG contributions from internal and external thought leaders ▪ Executive Quarterly tablet magazine ▪ Executive Research including white papers, infographics and more ▪ All shared & promoted through social media marketing ▪ Nearly 4M page views YTD, nearly 1M unique visitors ▪ Average of 10 new BLOGs/day, 56% non-SAP customers, 24% senior audience (VP/SVP/CxO) www.digitalistmag.com
  13. 13. Digital Marketing & the Modern Webcast
  14. 14. Modern Webinar Best Practices ▪ External analyst/subject matter expert, company expert and customer SMEs is the “perfect storm” ▪ Webcast lobby/console and emails reflect your brand ▪ Panel approach reflects “modern marketing webcast” ▪ Avoid “death by PPT” at all costs ▪ Time spent in preparation (moderators guide) is indeed time well spent ▪ Incorporate BLOG and Social Media promotions ▪ Promote and re-purpose on-demand replays ▪ Follow-up from Tele-inside marketing with brief on- demand enablement In Search of the Perfect Storm: SAP Digital Business Services Marketing Thought Leadership Webinars ON24 Webinar World Keynote March 2017 SAP Digitalist BLOG: Confessions Of A Webcast King: Modern Marketing, Webinars, And The Future Of Digital Marketing
  15. 15. Make Your Digital Content “Snack Size” & Consumable ▪ 60% of content created by the world’s leading 1,500 brands is “just clutter,” defined as “poor, irrelevant or fails to deliver ▪ 71% correlation between brands that create meaningful content and business results ▪ “Exponentially increasing volumes of content intersect our limited human capacity to consume it.” ▪ Promotable Cascade of Content (IDC) Source: Havas Media Meaningful Brands Study, IDC 2017 Source: Introducing the Promotable Cascade of Content: A Practical Way to Make Marketing Content Work Smarter, IDC 2017 Promotable Cascade of Content
  16. 16. Embrace and Extend Digital and Social Media/Marketing into Everything You Do ▪ Much of Marketing is now Fundamentally Digital ▪ “It is not about doing ‘Digital Marketing’, it is about marketing effectively in a digital world.” - Ivan Menezes, CEO Diageo ▪ Emergence of the Chief Digital Officer, what McKinsey calls the “Transformer in Chief” ▪ New required skills and channels ▪ Mobile-enabled access for content but allow for off-line access too
  17. 17. The Perfect Storm: Thought Leadership Webcast Series ▪ Panel and Conversation ▪ Not “death by PowerPoint” ▪ Moderated plus open Q&A ▪ “Perfect Storm” of company expert, external analyst and customer perspective “IT Leadership for the Next Phase of Digital Transformation” Webinar:
  18. 18. Marketing Analytics and Performance Management
  19. 19. Big Data and Analytics ▪ Navigating the Data and Information Explosion ▪ Business Intelligence ▪ Rise of the Information Worker ▪ Real-Time Information Access ▪ Big Data on top of Next-Generation In-memory Database Technology is the new “Killer App” ▪ Dashboards & Predictive Analytics ▪ “Brave New World” of Sports Key Issues and Topics: Mr. Data Brent Spiner Edward Tufte is a statistician, artist, and Professor Emeritus of Political Science, Statistics and Computer Science at Yale University Napoleon's March – from “Visual display Of Quantitative Information” “Father of BI” Howard Dresner
  20. 20. The Brave New World of Data Sciences (The Geeks Won!) ▪ The extraction of knowledge from data ▪ Employs techniques and theories drawn from many fields within the broad areas of mathematics, statistics, information theory and information technology ▪ Data Scientists investigate complex problems through expertise in disciplines within the fields of mathematics, statistics, and computer science ▪ A Data Scientist will most likely be expert in only one or at most two of these areas and merely proficient in the other(s) Data Sciences is: SAP Digitalist BLOG: The Geeks Won: The Rise Of Marketing Analytics, Performance Management, And Data Science
  21. 21. Propensity Modeling and Predictive Analytics ▪ Propensity Modeling uses statistical techniques to find patterns in data — combinations of characteristics and behaviors — to make predictions. In a b-to-b marketing, the terms “propensity modeling” and “predictive lead scoring” can be used interchangeably ▪ Propensity modeling is a powerful tool for identifying and prioritizing likely buyers ▪ When used in conjunction with other techniques (e.g. relative targeting), propensity modeling provides a clearer view of the addressable market and a better way to judge the opportunities within it Source: An Introduction to Propensity Modeling SiriusDecisions 2017 Source: Merkle/DBG Source: SimaFore
  22. 22. Prelytix and Market Resource Partners (MRP) Monitoring Campaign: ▪ Ascertain interest in Managed Services/Private Cloud solutions based upon behavior monitored via downloads of information ▪ SLA for qualified leads delivered (MFM/8c’s) ▪ One of top North America regional SAP HEC lead generation campaigns in 2017 and into 2018 SAP HANA Enterprise Cloud (HEC) Predictive Analytics and Propensity Modeling NA Region Propensity Models for Televerde Tele/Outbound Campaign: ▪ SAP HEC Propensity model with top decile companies with proclivity to purchase SAP HEC based upon SAP HEC Propensity Model ▪ Applied to SAP HEC outbound calling campaign with Televerde ▪ Two-thirds of all Leads specific to SAP HEC, Lead Conversion of 35% and 5M+ EURO marketing generated pipeline to date
  23. 23. Summary, Discussion and Q&A
  24. 24. Summary: Key Elements of “Modern Marketing” Source: SiriusDecisions About buyers/customers, sales, analytics
  25. 25. No Marketer Is an Island: Be Your Own CMO of Modern Marketing ▪ The Thought Leader ▪ The Growth Hacker (“Demand Gen CMO”) ▪ The Product Marketer ▪ The Brand Marketer ▪ The Strategist ▪ The Culture Builder ▪ The All-Around Athlete (The “ideal modern CMO”) The 7 Personas of the Modern CMO! “Today’s CMOs must be both a brand pioneer, analytics warrior, and an operator. They must be both right-brained and left- brained. Plus, because they are usually the face of the brand, they must also have strong presentation skills and be exceptional at building teams” Source: No Marketer Is An Island: Meet The 7 Personas Of The Modern CMO, cmo.com April 2017
  26. 26. Thank You ▪ Senior Marketing Director ▪ SAP Global Marketing Fred Isbell fred.isbell@sap.com 617-510-5063 Fmisbell Fred M. Isbell www.linkedin.com/pub/fred-isbell/0/827/903Edit
  27. 27. Thank You ▪ Senior Marketing Director ▪ SAP Global Marketing Fred Isbell fred.isbell@sap.com 617-510-5063 Fmisbell Fred M. Isbell www.linkedin.com/pub/fred-isbell/0/827/903Edit
  28. 28. Thank You!

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