SlideShare a Scribd company logo
1 of 29
Download to read offline
The Art & Science of Modern
Marketing: Three Key Best
Practices for the Journey
Fred Isbell
March 2018
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
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
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
Modern Marketing
Change Is Everywhere
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
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
Thought Leadership
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
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
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
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
Digital Marketing &
the Modern Webcast
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
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
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
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:
Marketing Analytics and
Performance Management
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
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
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
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
Summary, Discussion
and Q&A
Summary: Key Elements of
“Modern Marketing”
Source: SiriusDecisions
About
buyers/customers,
sales, analytics
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
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
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
Thank You!

More Related Content

What's hot

Forrester bd webinar 6 Nov 2013
Forrester bd webinar 6 Nov 2013 Forrester bd webinar 6 Nov 2013
Forrester bd webinar 6 Nov 2013 Peter O'Neill
 
6 Ways to Grow Your Business Through Blogging
6 Ways to Grow Your Business Through Blogging6 Ways to Grow Your Business Through Blogging
6 Ways to Grow Your Business Through BloggingZontee Hou
 
#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital WorkshopOne North
 
The Incidental Science of Organizational Growth via Digital Transformation
The Incidental Science of Organizational Growth via Digital Transformation The Incidental Science of Organizational Growth via Digital Transformation
The Incidental Science of Organizational Growth via Digital Transformation RocketSource
 
Data, design and delivery the 3 d’s of today’s digital marketing world
Data, design and delivery  the 3 d’s of today’s digital marketing worldData, design and delivery  the 3 d’s of today’s digital marketing world
Data, design and delivery the 3 d’s of today’s digital marketing worldFinancial Publishing Services
 
Engage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsEngage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsOne North
 
Financial Marketing Trends Report (2019)
Financial Marketing Trends Report (2019)Financial Marketing Trends Report (2019)
Financial Marketing Trends Report (2019)Goodbuzz Inc.
 
Bridging the Gap Between CIO and CMO
Bridging the Gap Between CIO and CMOBridging the Gap Between CIO and CMO
Bridging the Gap Between CIO and CMODigiday
 
Greiner’s Growth Curve
Greiner’s Growth CurveGreiner’s Growth Curve
Greiner’s Growth CurveStephen Dann
 
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]Filipp Paster
 
Performance Dialogue using CXO Cockpit
Performance Dialogue using CXO CockpitPerformance Dialogue using CXO Cockpit
Performance Dialogue using CXO CockpitFinext
 
Data driven marketing - forbes
Data driven marketing - forbesData driven marketing - forbes
Data driven marketing - forbesTuan Le
 
10 years of BRITE: Looking Back to the Future of the Digital Business Revolution
10 years of BRITE: Looking Back to the Future of the Digital Business Revolution10 years of BRITE: Looking Back to the Future of the Digital Business Revolution
10 years of BRITE: Looking Back to the Future of the Digital Business RevolutionDavid Rogers
 
Pivotal_thought leadership paper_WEB Version
Pivotal_thought leadership paper_WEB VersionPivotal_thought leadership paper_WEB Version
Pivotal_thought leadership paper_WEB VersionMadeleine Lewis
 
Seven tips for writing customer case studies that sell
Seven tips for writing customer case studies that sellSeven tips for writing customer case studies that sell
Seven tips for writing customer case studies that sellDavidDodd
 
Adapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsAdapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsScott Salkin
 
HUGE and Digital Strategy
HUGE and Digital StrategyHUGE and Digital Strategy
HUGE and Digital StrategyLeanne Tremblay
 
The Data-Driven Marketing Revolution
The Data-Driven Marketing Revolution The Data-Driven Marketing Revolution
The Data-Driven Marketing Revolution Mark Price
 

What's hot (20)

Forrester bd webinar 6 Nov 2013
Forrester bd webinar 6 Nov 2013 Forrester bd webinar 6 Nov 2013
Forrester bd webinar 6 Nov 2013
 
6 Ways to Grow Your Business Through Blogging
6 Ways to Grow Your Business Through Blogging6 Ways to Grow Your Business Through Blogging
6 Ways to Grow Your Business Through Blogging
 
#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop#LMA16: Masters in Digital Workshop
#LMA16: Masters in Digital Workshop
 
The Incidental Science of Organizational Growth via Digital Transformation
The Incidental Science of Organizational Growth via Digital Transformation The Incidental Science of Organizational Growth via Digital Transformation
The Incidental Science of Organizational Growth via Digital Transformation
 
Data, design and delivery the 3 d’s of today’s digital marketing world
Data, design and delivery  the 3 d’s of today’s digital marketing worldData, design and delivery  the 3 d’s of today’s digital marketing world
Data, design and delivery the 3 d’s of today’s digital marketing world
 
Engage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital TouchpointsEngage & Listen: Activating Your Brand Across Digital Touchpoints
Engage & Listen: Activating Your Brand Across Digital Touchpoints
 
Financial Marketing Trends Report (2019)
Financial Marketing Trends Report (2019)Financial Marketing Trends Report (2019)
Financial Marketing Trends Report (2019)
 
Bridging the Gap Between CIO and CMO
Bridging the Gap Between CIO and CMOBridging the Gap Between CIO and CMO
Bridging the Gap Between CIO and CMO
 
Marketers, make procurement your friend
Marketers, make procurement your friendMarketers, make procurement your friend
Marketers, make procurement your friend
 
Greiner’s Growth Curve
Greiner’s Growth CurveGreiner’s Growth Curve
Greiner’s Growth Curve
 
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
B2B Content Marketing - Benchmarks, Trends, Budgets [2017]
 
Performance Dialogue using CXO Cockpit
Performance Dialogue using CXO CockpitPerformance Dialogue using CXO Cockpit
Performance Dialogue using CXO Cockpit
 
Data driven marketing - forbes
Data driven marketing - forbesData driven marketing - forbes
Data driven marketing - forbes
 
10 years of BRITE: Looking Back to the Future of the Digital Business Revolution
10 years of BRITE: Looking Back to the Future of the Digital Business Revolution10 years of BRITE: Looking Back to the Future of the Digital Business Revolution
10 years of BRITE: Looking Back to the Future of the Digital Business Revolution
 
Pivotal_thought leadership paper_WEB Version
Pivotal_thought leadership paper_WEB VersionPivotal_thought leadership paper_WEB Version
Pivotal_thought leadership paper_WEB Version
 
Seven tips for writing customer case studies that sell
Seven tips for writing customer case studies that sellSeven tips for writing customer case studies that sell
Seven tips for writing customer case studies that sell
 
Adapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New DynamicsAdapting Your Pipeline to Marketing’s New Dynamics
Adapting Your Pipeline to Marketing’s New Dynamics
 
HUGE and Digital Strategy
HUGE and Digital StrategyHUGE and Digital Strategy
HUGE and Digital Strategy
 
The Data-Driven Marketing Revolution
The Data-Driven Marketing Revolution The Data-Driven Marketing Revolution
The Data-Driven Marketing Revolution
 
2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey2021 Content Management & Strategy Survey
2021 Content Management & Strategy Survey
 

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

The Art & Science of Modern Marketing: Three Key Best Practices for the Journey
The Art & Science of Modern Marketing: Three Key Best Practices for the JourneyThe Art & Science of Modern Marketing: Three Key Best Practices for the Journey
The Art & Science of Modern Marketing: Three Key Best Practices for the JourneyFred Isbell
 
University of Colorado Denver MBA Services Marketing Presentation
University of Colorado Denver MBA Services Marketing PresentationUniversity of Colorado Denver MBA Services Marketing Presentation
University of Colorado Denver MBA Services Marketing PresentationFred Isbell
 
PMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdfPMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdfssuser609133
 
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16Fred Isbell
 
SAP Presentation to Northeastern University Digital Marketing Fall 2016
SAP Presentation to Northeastern University Digital Marketing Fall 2016SAP Presentation to Northeastern University Digital Marketing Fall 2016
SAP Presentation to Northeastern University Digital Marketing Fall 2016Fred Isbell
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...AnnArborSPARK
 
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoModern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoFred Isbell
 
Marketing social media for trading investmen industry Dinis Guarda
Marketing social media for trading investmen industry Dinis GuardaMarketing social media for trading investmen industry Dinis Guarda
Marketing social media for trading investmen industry Dinis GuardaDinis Guarda
 
From tactical to strategic marketing
From tactical to strategic marketingFrom tactical to strategic marketing
From tactical to strategic marketingCarl Robertson
 
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]InsideView
 
Keynote -- Engaging Customers on Their Terms
Keynote -- Engaging Customers on Their TermsKeynote -- Engaging Customers on Their Terms
Keynote -- Engaging Customers on Their TermsMediaPost
 
The Road to Digital Excellence - Digital Marketing/Generate UK
The Road to Digital Excellence - Digital Marketing/Generate UKThe Road to Digital Excellence - Digital Marketing/Generate UK
The Road to Digital Excellence - Digital Marketing/Generate UKGenerate UK
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, AdobeLinkedIn
 
Maryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner
 
Navigating The Digital Marketing Landscape
Navigating The Digital Marketing LandscapeNavigating The Digital Marketing Landscape
Navigating The Digital Marketing Landscapedmg events Asia
 
Six Essentials for Innovating in Channel Sales & Marketing
Six Essentials for Innovating in Channel Sales & MarketingSix Essentials for Innovating in Channel Sales & Marketing
Six Essentials for Innovating in Channel Sales & MarketingAllbound, Inc.
 
Navigating Modern Marketing, Digital Transformation and Innovation
Navigating Modern Marketing, Digital Transformation and InnovationNavigating Modern Marketing, Digital Transformation and Innovation
Navigating Modern Marketing, Digital Transformation and InnovationFred Isbell
 
B2B Corporate Website Best Practices
B2B Corporate Website Best PracticesB2B Corporate Website Best Practices
B2B Corporate Website Best Practicesedynamic
 
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)Biz miz o1 m6_u6.2.r6_k (ppt-f2f)
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)EmanuelePristera
 

Similar to The Art & Science of Modern Marketing: Three Key Best Practices for the Journey (20)

The Art & Science of Modern Marketing: Three Key Best Practices for the Journey
The Art & Science of Modern Marketing: Three Key Best Practices for the JourneyThe Art & Science of Modern Marketing: Three Key Best Practices for the Journey
The Art & Science of Modern Marketing: Three Key Best Practices for the Journey
 
University of Colorado Denver MBA Services Marketing Presentation
University of Colorado Denver MBA Services Marketing PresentationUniversity of Colorado Denver MBA Services Marketing Presentation
University of Colorado Denver MBA Services Marketing Presentation
 
PMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdfPMAX x BrandsVietnam.pdf
PMAX x BrandsVietnam.pdf
 
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16
Fred Isbell SAP Presentation at Northeastern Digital Marketing Class 10-21-16
 
SAP Presentation to Northeastern University Digital Marketing Fall 2016
SAP Presentation to Northeastern University Digital Marketing Fall 2016SAP Presentation to Northeastern University Digital Marketing Fall 2016
SAP Presentation to Northeastern University Digital Marketing Fall 2016
 
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
Michigan Marketing Minds - September 9, 2014 - Expressing Thought Leadership:...
 
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San DiegoModern Services Marketing Session at TSIA/TSW 2017 San Diego
Modern Services Marketing Session at TSIA/TSW 2017 San Diego
 
Marketing social media for trading investmen industry Dinis Guarda
Marketing social media for trading investmen industry Dinis GuardaMarketing social media for trading investmen industry Dinis Guarda
Marketing social media for trading investmen industry Dinis Guarda
 
From tactical to strategic marketing
From tactical to strategic marketingFrom tactical to strategic marketing
From tactical to strategic marketing
 
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
Improving CX with AI: Microsoft Case Study [SiriusDecisions Summit 2017]
 
Keynote -- Engaging Customers on Their Terms
Keynote -- Engaging Customers on Their TermsKeynote -- Engaging Customers on Their Terms
Keynote -- Engaging Customers on Their Terms
 
The Road to Digital Excellence - Digital Marketing/Generate UK
The Road to Digital Excellence - Digital Marketing/Generate UKThe Road to Digital Excellence - Digital Marketing/Generate UK
The Road to Digital Excellence - Digital Marketing/Generate UK
 
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
Persona Marketing and Lead Nurturing- Simon Morris, AdobePersona Marketing and Lead Nurturing- Simon Morris, Adobe
Persona Marketing and Lead Nurturing - Simon Morris, Adobe
 
Maryann Werner - Work Portfolio
Maryann Werner - Work PortfolioMaryann Werner - Work Portfolio
Maryann Werner - Work Portfolio
 
Navigating The Digital Marketing Landscape
Navigating The Digital Marketing LandscapeNavigating The Digital Marketing Landscape
Navigating The Digital Marketing Landscape
 
5 Steps to Creating an Actionable Content Marketing Strategy
5 Steps to Creating an Actionable Content Marketing Strategy5 Steps to Creating an Actionable Content Marketing Strategy
5 Steps to Creating an Actionable Content Marketing Strategy
 
Six Essentials for Innovating in Channel Sales & Marketing
Six Essentials for Innovating in Channel Sales & MarketingSix Essentials for Innovating in Channel Sales & Marketing
Six Essentials for Innovating in Channel Sales & Marketing
 
Navigating Modern Marketing, Digital Transformation and Innovation
Navigating Modern Marketing, Digital Transformation and InnovationNavigating Modern Marketing, Digital Transformation and Innovation
Navigating Modern Marketing, Digital Transformation and Innovation
 
B2B Corporate Website Best Practices
B2B Corporate Website Best PracticesB2B Corporate Website Best Practices
B2B Corporate Website Best Practices
 
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)Biz miz o1 m6_u6.2.r6_k (ppt-f2f)
Biz miz o1 m6_u6.2.r6_k (ppt-f2f)
 

Recently uploaded

Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLotter Pro Brasil
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessLean Summits
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampanginfoobataborsi24
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Spesialis Kandungan Resmi BPOM
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Jomer Gregorio
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniSurya Prasath
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Valters Lauzums
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Inflyx
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfMROC Japan
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeFonacc Gadgets
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Md najmul Islam
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxGreg Jarboe
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxChristabelTelewa1
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...DIGGIT
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfDIGGIT
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationKaushik Jaiswal
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfDIGGIT
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsCricket Betting Online
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionbzznbyd
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Areaabdullahspz0428
 

Recently uploaded (20)

Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdfLicença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
Licença Lotter Pro - Conheça o Certificado Oficial da Licença Lotter Pro.pdf
 
Marketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking SuccessMarketing Automation Insights - Unlocking Success
Marketing Automation Insights - Unlocking Success
 
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di SampangWA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
WA | 0821-8888-6412 | Apotik Jual Obat Aborsi Cytotec Asli Di Sampang
 
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
Klinik Jual Obat Aborsi Di Bandung wa 0851/7541/5434 Misoprostol 200mcg Pfize...
 
Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024Key Social Media Marketing Trends for 2024
Key Social Media Marketing Trends for 2024
 
The seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert CialdiniThe seven principles of persuasion by Dr. Robert Cialdini
The seven principles of persuasion by Dr. Robert Cialdini
 
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
Digital PR & Content Marketing Lecture for Advanced Digital & Social Media St...
 
Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024Influencer Marekting Trends- Where the creator economy is going in in 2024
Influencer Marekting Trends- Where the creator economy is going in in 2024
 
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdfGlobal Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
Global Trends in Market Reserch & Insights - Ray Poynter - May 2023.pdf
 
Impacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily LifeImpacts Of Smart Watch & Wearable Technology On Daily Life
Impacts Of Smart Watch & Wearable Technology On Daily Life
 
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
Valor Review – AI Transforms Any ClickBank Account Into a Money-Making Machin...
 
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptxUsing GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
Using GA 4 to to Prove Value - Greg Jarboe - Aug 8, 2023.pptx
 
Flyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptxFlyers, posters, booklets and brochures-3 (6).pptx
Flyers, posters, booklets and brochures-3 (6).pptx
 
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
Klaus Schweighofer, Zakaj je digitalizacija odlična priložnost za medije, Sty...
 
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdfTea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
Tea Gobec, Kako pluti po morju tehnoloških sprememb, Innovatif.pdf
 
Unit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & GlobalizationUnit 3 - Liberalization, Privatization & Globalization
Unit 3 - Liberalization, Privatization & Globalization
 
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdfThe Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
The Future Normal - DIGGIT - Henry Coutinho-Mason.pdf
 
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting AppsFantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
Fantasy Cricket Apps: A New Viewpoint for Online Cricket Betting Apps
 
youtube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introductionyoutube_marketing_partner_vling_service_introduction
youtube_marketing_partner_vling_service_introduction
 
Intelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership AreaIntelligent Cryptocurrency VIP Digital - Membership Area
Intelligent Cryptocurrency VIP Digital - Membership Area
 

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

  • 1.
  • 2. The Art & Science of Modern Marketing: Three Key Best Practices for the Journey Fred Isbell March 2018
  • 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. 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
  • 5. 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
  • 7. Change Is Everywhere Source: Scott Brinker @chiefmartec http://www.chiefmartec.com
  • 8. 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
  • 10. 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
  • 11. 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
  • 12. 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
  • 13. 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
  • 14. Digital Marketing & the Modern Webcast
  • 15. 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
  • 16. 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
  • 17. 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
  • 18. 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:
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. 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
  • 25. Summary: Key Elements of “Modern Marketing” Source: SiriusDecisions About buyers/customers, sales, analytics
  • 26. 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
  • 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. 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