Engaging the Customer on their terms
Jennifer Statham @JStathamAtDell
Executive Director, Marketing Technology & Agency St...
2 Room for text Global Marketing
A leading provider of end-to-end solutions
A strategy recognized by customers of all size...
3 Room for text Global Marketing
Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90%
tru...
4 Room for text Global Marketing
Customer Experience today
To create more
relevant customer
experiences at scale,
organiza...
5 Room for text Global Marketing
Marketing2020 @marketing2020EB
This is not the result we want
6 Room for text Global Marketing
Desired state is a consistent experience
7 Room for text Global Marketing
Customer-Centric Marketing
FROM
• Traditional marketing activity, with minimal focus on
d...
8
Understand
where you are
Build a Vision
Articulate where
you want to go
Build a roadmap
to get there
1 2 3
9 Room for text Global Marketing
Technology and Process in Context of
Business Strategy
10 Room for text Global Marketing
A Company Blueprint to achieve Our
Strategy
Business Architecture Team
January 2014
Dell...
11 Room for text Global Marketing
Our marketing vision
A world-class, innovative and customer-focused
marketing organizati...
12 Room for text Global Marketing
The future of marketing is “Customer-Centric”
Delivering the
right message to the
right ...
13 Room for text Global Marketing
Are we prepared to take advantage of these
opportunities ?
Data
Execution
Enablers
Ident...
14 Room for text Global Marketing
Content
Customer
Experience
Content
Marketing &
Management
Define the experiences we wan...
15 Room for text Global Marketing
Technology
Technology Integrating key technologies to work
together
16 Room for text Global Marketing
Data
Data Holistic integration across touch points
Analytics Foundation of logic and rul...
17 Room for text Global Marketing
Other
Planning Aligned planning and budgets
Agency
Models
Agency portfolio to support
18
Build a strong
Change
Management
plan
Commit, Execute, and Adapt
Align the
Organization
Execute and
Adapt as
necessary
...
19 Room for text Global Marketing
Business Case, Expectations, Governance
Data
DDIE & CR Evaluation
Current State Data Aud...
20 Room for text Global Marketing
Dell’s Change Management Framework
Stage 1 Make the Case
Stage 2 Design the Change
Stage...
21 Room for text Global Marketing
Change Readiness Assessment
High Performance Marketing TransformationProductivity
Durati...
22 Room for text Global Marketing
Share Early Success
8 - 20X
ROAS with targeted display
30% media impressions (targeted)
...
23 Room for text Global Marketing
So what about Email ?
• Responsive Design
• Personalization
• Real-time response
• Part ...
24 Room for text Global Marketing
Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
Merci
‫תודה‬
शुक्रिया
감사합니다
Obrigado
G...
25 Room for text Global Marketing
“Marketing without data is like watching fireworks with
your eyes closed…
There’s an eno...
Upcoming SlideShare
Loading in …5
×

Keynote -- Engaging Customers on Their Terms

3,582 views

Published on

Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing.

KEYNOTE
Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell

Published in: Marketing, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
3,582
On SlideShare
0
From Embeds
0
Number of Embeds
412
Actions
Shares
0
Downloads
8
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Keynote -- Engaging Customers on Their Terms

  1. 1. Engaging the Customer on their terms Jennifer Statham @JStathamAtDell Executive Director, Marketing Technology & Agency Strategy
  2. 2. 2 Room for text Global Marketing A leading provider of end-to-end solutions A strategy recognized by customers of all sizes across all industries “Technology has always been about enabling human potential” - Michael Dell
  3. 3. 3 Room for text Global Marketing Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos 90% trust recommendations 93% of B2B customers conduct their research on the internet leveraging search, video and social content 12 content tactics Brands use to target and reach potential customers 47% Nurtured leads make larger purchases than non-nurtured leads 42% conduct a search using their mobile devices wile in stores considering a purchase, Customers have re-defined how they engage with Brands 67% Buyer’s journey is now done digitally 65% Abandon if the digital channel does not quickly provide what they want 75% want Brands to use personal info to improve their experience 60% interact with brands in multiple channels 79% use a smartphone to help with shopping
  4. 4. 4 Room for text Global Marketing Customer Experience today To create more relevant customer experiences at scale, organizations need to mend the seams that reveal themselves when customers move among touch points. Turbulence for the CMO: Charting a path for seamless customer experience Accenture
  5. 5. 5 Room for text Global Marketing Marketing2020 @marketing2020EB This is not the result we want
  6. 6. 6 Room for text Global Marketing Desired state is a consistent experience
  7. 7. 7 Room for text Global Marketing Customer-Centric Marketing FROM • Traditional marketing activity, with minimal focus on digital and innovative activities • Planning by vehicle in isolation, by quarter, by message • Push marketing activity, mainly offline • Singular focus on last touch attribution to pipeline and revenue TO • Digital marketing activity, with key focus on new technology capabilities • Planning an experience across vehicles, across a customer’s unique journey • Pull marketing activity, mainly digital • Modern metrics leveraging fractional attribution
  8. 8. 8 Understand where you are Build a Vision Articulate where you want to go Build a roadmap to get there 1 2 3
  9. 9. 9 Room for text Global Marketing Technology and Process in Context of Business Strategy
  10. 10. 10 Room for text Global Marketing A Company Blueprint to achieve Our Strategy Business Architecture Team January 2014 Dell business architecture blueprint Investing in our future
  11. 11. 11 Room for text Global Marketing Our marketing vision A world-class, innovative and customer-focused marketing organization that works together to strengthen our brand, shape our offerings, influence our stakeholders’ perceptions and drive growth and profitability for our business.
  12. 12. 12 Room for text Global Marketing The future of marketing is “Customer-Centric” Delivering the right message to the right person about the right solution in the right place at the right time
  13. 13. 13 Room for text Global Marketing Are we prepared to take advantage of these opportunities ? Data Execution Enablers Identity Management Audience Management Customer Privacy Platform Utilization Media Optimization Personalization Measurement Technology Organization
  14. 14. 14 Room for text Global Marketing Content Customer Experience Content Marketing & Management Define the experiences we want to enable on customer journey Business processes & technology support to create, produce, and distribute content
  15. 15. 15 Room for text Global Marketing Technology Technology Integrating key technologies to work together
  16. 16. 16 Room for text Global Marketing Data Data Holistic integration across touch points Analytics Foundation of logic and rules
  17. 17. 17 Room for text Global Marketing Other Planning Aligned planning and budgets Agency Models Agency portfolio to support
  18. 18. 18 Build a strong Change Management plan Commit, Execute, and Adapt Align the Organization Execute and Adapt as necessary 1 2 3
  19. 19. 19 Room for text Global Marketing Business Case, Expectations, Governance Data DDIE & CR Evaluation Current State Data Audit / Assessment * Updates & Maintenance Consolidation, Integration & Deployment of cCRM Data * Updates and Maintenance Technology Current State Capabilities Assessment Future State Blueprint Enabling Future State Technology Roadmap Eloqua Integration Needs Learn Layer Responsive Design Enable DCO Functionality KPI / Analytics KPI Development & Publication * Dashboard Design & Publication - Publish Content Effectiveness KPIs * Dashboard Design & Publication - Define Initial Dashboard Production Process * Dashboard Design & Publication - Publish Initial Dashboard Package * Dashboard Design & Publication - Define Permanent Dashboard Package * Dashboard Design & Publication - Publish Permanent Dashboard Package cCRM Planning & Optimization Analytics * Which journeys should we create - Research & Social Insights * Which journeys should we create - RAD Strategic Planning Approach * Which customers should complete a journey? - Buy Power and Propensity Modeling * Which customers should complete a journey? - Customer LTV & Enhanced Propensity * Which customers should complete a journey? - Nurturing Analysis * Which customers should complete a journey? - Enhance Nurturing Analysis for Reactive Cust Customer Experience Customer Audience Engagement Map (1A) Customer Audience Engagement Map (1B) Customer Experience Metrics Definition Real-Time Decision Logic Planning Business Case for cCRM Benefits & Drivers - Outside In POV cCRM Benefits & Drivers - Extend Best-In-Class cCRM Execution Planning cCRM GTM Architecture Customer-Based Budget – Timing Customer Based Budget – Vision Agency Models Business Requirements Engagement Strategy Engagmt. Process Opt. Funding Strategy Vendor Rationalization Content Management Connecting DCO to CMS Business Process Definition for Content Management Enabling CM Future State Short Term Content Management Solution Content Marketing Process Design & Roles and Responsibilities – 1A (Near Term) Process Redesign and Roles & Responsibilities 1B (Mid-Term) Content Deployment Approach - BOM VIEW Content Deployment Approach - Scaling and Automating Content Deployment Content Classification Sales Enablement Sales Enab. Info Vision - Design / Recommend Sales Enab. Info Vision - Implement Sales Training on Customer Information Sales Edge Improvement - See Content Management Initiatives Sales Edge Improvement - Sales Edge Improvement (Timing TBD) Q3 Q4 Q2 Q3 Q4 Q1 Q2 Q2 Q3 Q4 Q1 Q2 Q1 Q3 Q4 2014 2015
  20. 20. 20 Room for text Global Marketing Dell’s Change Management Framework Stage 1 Make the Case Stage 2 Design the Change Stage 3 Execute the Change Stage 4 Make it Stick • Increase urgency • Get the right leaders involved • Communicate for buy-in • Empower action • Create short-term wins • Sustain the change • Create a new culture Adapted from John Kotter. Leading Change. Boston: Harvard Business School Press, 1996. • Get the vision right • Develop a roadmap
  21. 21. 21 Room for text Global Marketing Change Readiness Assessment High Performance Marketing TransformationProductivity Duration Benchmark (Months) New Process Deployed Pre-Change Level Benefits Realized “Valley of Despair” Quick wins evident Depth and width of the valley determine success High Performance Marketing Organization 0 2 4 6 8 10 12 Training • Unsettled feeling • Steep learning curve • Early results disappointments • Passive Commitment • Resource draining • Wet blankets
  22. 22. 22 Room for text Global Marketing Share Early Success 8 - 20X ROAS with targeted display 30% media impressions (targeted) yield 80%display revenue 3% of emails are personalized, driving 26% email revenue 4X SQLs with multi-touch campaign and tactics
  23. 23. 23 Room for text Global Marketing So what about Email ? • Responsive Design • Personalization • Real-time response • Part of an end to end solution • E-Newletters
  24. 24. 24 Room for text Global Marketing Grazie σας ευχαριστώ Děkuji 谢谢 ありがとう dank u Danke Merci ‫תודה‬ शुक्रिया 감사합니다 Obrigado Gracias Спасибо Tack ขอบคุณ teşekkür ederim cảm ơn bạn Go raibh maith aga Thank you 24
  25. 25. 25 Room for text Global Marketing “Marketing without data is like watching fireworks with your eyes closed… There’s an enormous amount of noise, but you have no idea what’s going on.” IDC Maturity Model: Data-Driven Marketing – Beyond Marketing Automation, IDC Dec 2013

×