More Related Content Similar to Marketing, Technology, and the Empowered Customer (20) Marketing, Technology, and the Empowered Customer1. Marketing, Technology,
and the Empowered Customer
Jay Henderson
Strategy Director, Cross-Channel Marketing
IBM Enterprise Marketing Management Group
@jay_henderson
#CRMSummit2012 @jay_henderson © 2012 IBM Corporation
2. But first, some introductions…
2 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
3. Generation C -
Customer are connected and in control
4 in 10 70% of online
Smartphone consumers
users search for trust peer
an item in a recommendations
store
77% of B2B 140 million+
buyers check active Twitter
with peers users each month
before buying
3 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
4. How Generation C behaves
Online
Email
Mobile
Call center
Customers and Stores
Prospects
Kiosk, ATM
Point of sale
Postal mail
4 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
5. What Generation C expects
Online
One person
behind all the
Email
channels, guiding
the dialogue
Mobile and relationship
Call center
Customers and Stores
Prospects
Kiosk, ATM
Marketer
Point of sale
Postal mail
5 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
6. What Generation C often experiences
Marketing
agenda data
Online strategy tech
agenda data
Email strategy tech
agenda data
Mobile strategy tech
agenda data
Call center strategy tech
agenda data
Customers and Stores strategy tech
Prospects agenda data
Kiosk, ATM
strategy tech
agenda data
Point of sale strategy tech
agenda data
Postal mail strategy tech
#CRMSummit2012 @jay_henderson © 2012 IBM Corporation
6
7. But…you know all of this already…
How
do I get
there?
7 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
8. Succeeding with Generation C means...
Marketing so good it feels like a service…
…and service so good it’s marketing
8 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
9. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
9 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
10. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
10 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
11. Marketing must understand and influence
the complete customer experience
Awareness Demand Generation Good Marketing
Consideration
Preference
is Service
Prospects Transact
Energize
Customers
Delighted Customer Customer
Fans Experience
Broadcasters
Quality
Consistency
Convenience
Good Service
is Marketing
11 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
12. High-performance marketers
champion the customer experience
25%
Marketing at
outperforming
20%
companies is nearly
15%
3X more likely to
10% proactively lead
5% customer experience
0% across all channels
Outperformers Rest of population
12 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
13. Own the operational process to influence
social conversations
Only 22%
Currently run social tactics
as part of integrated
campaigns.
79%
Run social marketing in
silos, discretely and on
an ad hoc basis.
51%
Of marketers don’t use social
media data to inform decision
about marketing offers and
messages.
13 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
14. Share customer information with other parts
of the business
Marketing must move beyond its
silo and focus on business results
Buy Market Marketing with merchandising
Marketing with on and off-line sales
Service Sell Marketing with customer service
Marketing with the supply chain
Marketing with IT
14 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
15. High performing marketers are connected
Marketing’s influence
Creates and manages one-to-one 72%
marketing across all channels 59%
Serves marketing messages during a 62%
purchase 52% High-performance
organizations
Serves marketing offers and
53% leverage good
customer care messages during marketing across
40%
service and support interactions
many functions
Provides input into supply networks 45%
based on consumer demand 40%
Outperformers Rest of population
15 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
16. Beyond the boundaries of the
enterprise with the network effect
Share customer
information with
partners, agencies and
customer communities
16 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
17. Customer centricity beyond marketing
Understand and influence the complete customer experience
Own the operational process to influence social conversations
Share customer information with other parts of the business
–for retailers: leverage consolidation between
merchandising and marketing
Share customer information with partners, agencies
and customer communities
17 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
18. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
18 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
19. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
19 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
20. What is a system of engagement?
Analyze Decide
on the best
to indentify opportunities
action, offer, content
and predict outcomes
and/or channel
Collect
Collect
data that augments Deliver
each customer profile
data that augments relevant
each customer profile pricing, engaging
messages, and capture
reactions
Manage
marketing processes and
measure results
20 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
21. You can’t get there with this…
SMS
Marketing Email Service
Provider Files Web Analytics
Files Provider
Files
Files
Website
Predictive
Behavioral
Analytics
Targeting
Local
Marketing
Files Customer Search
Database Marketing
Dashboard
Files
Marketing
Lead
Operations Customer
Management Predictive
Mgmt Insight Tool
Marketing Analytics
Finance Mgmt
Digital Asset
Call Mgmt
Center/Inbound
Decisioning
21 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
22. Marketers agree that an integrated
marketing suite is a key part of the solution
85%need an integrated
that they
agree
marketing suite.
Andthis needs to be
think that
71%
across all channels –
paid, earned, owned.
Butexisting systems are
Believe
59%
too disparate to integrate
across channels.
Source: The State of Marketing 2012 IBM’s Global Survey of Marketers
Base: Total Sample (n=362)
22 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
23. IBM (and other large vendors) have
embraced the idea of the EMM suite
A marketing technology category that
supports the end-to-end marketing
function across all marketing disciplines
23 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
24. EMM suites will simplify creating your
system of engagement
• Not just any suite but
best-of-breed suites
(modular)
• You don’t have to buy
everything from one
vendor (shhh…)
• Balance practicality with
definition of a suite
• Balance business agility
with suite integration
#CRMSummit2012 @jay_henderson © 2012 IBM Corporation
25. Develop a plan for….
a system of engagement
Start with key pain points and work down the list Systems of
engagement
Integrate digital behavior with traditional data sources
ensure relevant
and positive
Scale and support millions of relevant offers
customer
Consolidate silos and introduce standards-based experiences
across all touch
suites and hybrid suites
points that are
aligned with
Introduce data syndication standards inside and
corporate
outside the organization character
25 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
26. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
26 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
27. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
27 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
28. Balance analytics and creative talents
+
Analytics Creative
Mix together the art of marketing and
the discipline of science…
28 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
29. Work with IT not around IT
Ownership and flexibility:
IT IT really should own solution architecture, but…
– IT needs to earn credibility with marketing (know the
business needs)
– IT needs to be sensitive to the need for significant change
IT’s choice:
Be 20% flexible and Be 100% standards-
influence 100% of driven/inflexible and
marketing technology OR influence 50% of marketing
design technology design
29 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
30. High performing marketers work better
with IT
Q. How well does marketing collaborate with IT?
Overall, marketing and IT work well together.
Marketing and IT at high-performing
companies, however, work more effectively .
High Performers Lower Performers
Base: Total Sample (n=362)
30 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
31. Break down the marketing silos
(and create bridges)
Traditional Digital
Marketing Marketing
31 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
32. Break down the marketing silos
(and create bridges)
Traditional Digital
Marketing Marketing
Only 29%
Of marketers are very
effective at integrating
channels.
32 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
33. Break down the marketing silos
(and create bridges)
Traditional Digital
Marketing Marketing
65% Only a third Less than
Of respondents are Use this data in targeting 1 and 5
doing the basics by one-to-one offers or Leverage online data to
reporting and analyzing messages in digital inform one-to-one offers
their online visitor data. channels. in traditional channels.
33 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
34. High performing marketers leverage
their online data in other channels
Base: Companies that have online visitor data (n=351)
34 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
May 2012
35. …finally…
Accept mistakes and learn from
them, be agile enough
to iterate and improve
35 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
36. Cultivate the right marketing culture
Create an organization that balances analytics and creative talents
Work with IT not around IT
Break down the marketing silos — digital and traditional marketing
must consolidate and collaborate
Accept mistakes and learn from them, be agile enough to iterate
and improve
36 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
37. Better marketing....
....requires a holistic approach
1. Customer centricity beyond marketing
2. A long term plan for a system of engagement
3. The right marketing culture
37 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
38. IBM is fulfilling the promise of
connected marketing
Addressing CMO’s needs systematically
and for the long term
Educating and influencing CIOs and CEOs
to help improve marketing
Explaining and escalating CMO’s
agenda in IT
Setting marketing standards through
robust technology
Providing best practices, market insight
and benchmarks
38 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
39. 39 #CRMSummit2012 @jay_henderson © 2012 IBM Corporation
Editor's Notes Q. Please rate the level of responsibility marketing has for each of the following area.% of 4/5 ratings on a scale of 1 to 5, where 1 means “no ownership” and 5 means “full control.”2012 IBM Global Marketing Survey