Smarter Marketing                                                   in a Stretched WorldRONALD VELTENDirector Marketing, C...
Economic times are   challenging                 © 2011 IBM Corporation
Theory states do notcut back in marketing in times         of recession                       © 2011 IBM Corporation
Examples are plenty                 © 2011 IBM Corporation
Examples are plenty                 © 2011 IBM Corporation
But that was a decade ago                     © 2011 IBM Corporation
Todays consumers aremore enlightened andempowered than ever                  © 2011 IBM Corporation
The marketing landscape  changed signifcantly   in the last 10 years                   © 2011 IBM Corporation
But today, still most CMOs  operate in old models        while using  traditional techniques                     © 2011 IB...
Displaying bunnyon the highway behaviour, not acting upon change                    © 2011 IBM Corporation
7 out of 10 CMOs state     they are seriously      underprepared    to have a dialoguewith the smarter consumer           ...
They do not know  how to listen                    Source: ibm.com/cmostudy               © 2011 IBM Corporation
And have no clearsight where and how  to reach the client                        Source: ibm.com/cmostudy                 ...
Resulting in inablityto tangibly demonstrate    marketing’s value                         Source: ibm.com/cmostudy        ...
marketing budgets are pressured                © 2011 IBM Corporation
The inconvenient truth                   © 2011 IBM Corporation
The inconvenient truth                   © 2011 IBM Corporation
Not full        enough                   It is all a matter of                        perceptionHalf-Full                 ...
Not full        enough                   It is all a matter of                        perceptionHalf-Full                 ...
Scale back and  save every     euro                                  All a matter of perception                           ...
Marketing during   recession                   © 2011 IBM Corporation
Customer Intimacy is key                          Understand customer value                               Gain and Retain ...
It is all about   customer intimacyPeople working together   in a structured andcustomer centric manner     to create valu...
But if we wantto create and deliver value   we must understand    the indivdual client                      © 2011 IBM Cor...
Meaning we need tostart listening and engaging with the individual clients                       © 2011 IBM Corporation
But we still utilize data that give generic insightsabout markets, not clients                      © 2011 IBM Corporation
There is ahigh underutilized opportunity      in client analytics throughout the buying cycle                       © 2011...
So it is all about     selecting, growing nurturing and maintainingthe most prospective clients                      © 201...
It is not just aboutthe number of leads It is also about yourcapabilities to convert    these leads into    loyal customer...
Conquer the game of  ‘Gain and Retain’                      Source: www.InsideCRM.com                 © 2011 IBM Corporation
Optimize your interactions  throughout the entire    customer life cycle                     © 2011 IBM Corporation
‘Drip Marketing’Feed potential and existing     customers with  repeated and targetted         touches                    ...
Do not overflood themwith unsolicited or undesired       bulk messages      when it suits you                           So...
Analyze            Decide                                Marketing Automation offers                                   an ...
Analyze            Decide                                    Marketing Automation                                   enable...
Improved customer value & retention        5-15% increase is typical    Higher online marketing ROI       15x-25x increase...
More campaigns with same resources              2-5x increase is typical            Reduced cycle time          40%-80% re...
Analyze            Decide                                Learn all about it                               Smarter Commerce...
Cross the digital chasm                    © 2011 IBM Corporation
Both in Marketing ….                  © 2011 IBM Corporation
And sales …. 65% of a salespersonstime is spent not selling                     © 2011 IBM Corporation
Proof everything or Die                    © 2011 IBM Corporation
We have the opportunity      to move fromstretched to strengthened                     © 2011 IBM Corporation
Marketing needs a reboot                    © 2011 IBM Corporation
And it starts with us …                    © 2011 IBM Corporation
Scale back and  save every     euro                                  It is all about perception                 An opportu...
And choice …               © 2011 IBM Corporation
But start adapting      TODAY                 © 2011 IBM Corporation
© 2011 IBM Corporation
© 2011 IBM Corporation
@ronaldvelten Linkedin.com/in/rveltenronald_velten@nl.ibm.com                           © 2011 IBM Corporation
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Marketing in a Recession

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Presentation as given during the ARC Group Marketing Executive Council on April 25th in Brussels

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Marketing in a Recession

  1. 1. Smarter Marketing in a Stretched WorldRONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
  2. 2. Economic times are challenging © 2011 IBM Corporation
  3. 3. Theory states do notcut back in marketing in times of recession © 2011 IBM Corporation
  4. 4. Examples are plenty © 2011 IBM Corporation
  5. 5. Examples are plenty © 2011 IBM Corporation
  6. 6. But that was a decade ago © 2011 IBM Corporation
  7. 7. Todays consumers aremore enlightened andempowered than ever © 2011 IBM Corporation
  8. 8. The marketing landscape changed signifcantly in the last 10 years © 2011 IBM Corporation
  9. 9. But today, still most CMOs operate in old models while using traditional techniques © 2011 IBM Corporation
  10. 10. Displaying bunnyon the highway behaviour, not acting upon change © 2011 IBM Corporation
  11. 11. 7 out of 10 CMOs state they are seriously underprepared to have a dialoguewith the smarter consumer Source: ibm.com/cmostudy © 2011 IBM Corporation
  12. 12. They do not know how to listen Source: ibm.com/cmostudy © 2011 IBM Corporation
  13. 13. And have no clearsight where and how to reach the client Source: ibm.com/cmostudy © 2011 IBM Corporation
  14. 14. Resulting in inablityto tangibly demonstrate marketing’s value Source: ibm.com/cmostudy © 2011 IBM Corporation
  15. 15. marketing budgets are pressured © 2011 IBM Corporation
  16. 16. The inconvenient truth © 2011 IBM Corporation
  17. 17. The inconvenient truth © 2011 IBM Corporation
  18. 18. Not full enough It is all a matter of perceptionHalf-Full © 2011 IBM Corporation
  19. 19. Not full enough It is all a matter of perceptionHalf-Full © 2011 IBM Corporation
  20. 20. Scale back and save every euro All a matter of perception and choices An opportunity to pull away from the pack © 2011 IBM Corporation
  21. 21. Marketing during recession © 2011 IBM Corporation
  22. 22. Customer Intimacy is key Understand customer value Gain and Retain Drip Marketing 8 IDEAS Streamline operation and processfor marketing during Cross the chasm in digital a recession Proof everything or DIE Reboot yourself © 2011 IBM Corporation
  23. 23. It is all about customer intimacyPeople working together in a structured andcustomer centric manner to create value © 2011 IBM Corporation
  24. 24. But if we wantto create and deliver value we must understand the indivdual client © 2011 IBM Corporation
  25. 25. Meaning we need tostart listening and engaging with the individual clients © 2011 IBM Corporation
  26. 26. But we still utilize data that give generic insightsabout markets, not clients © 2011 IBM Corporation
  27. 27. There is ahigh underutilized opportunity in client analytics throughout the buying cycle © 2011 IBM Corporation
  28. 28. So it is all about selecting, growing nurturing and maintainingthe most prospective clients © 2011 IBM Corporation
  29. 29. It is not just aboutthe number of leads It is also about yourcapabilities to convert these leads into loyal customers © 2011 IBM Corporation
  30. 30. Conquer the game of ‘Gain and Retain’ Source: www.InsideCRM.com © 2011 IBM Corporation
  31. 31. Optimize your interactions throughout the entire customer life cycle © 2011 IBM Corporation
  32. 32. ‘Drip Marketing’Feed potential and existing customers with repeated and targetted touches Source: www.InsideCRM.com © 2011 IBM Corporation
  33. 33. Do not overflood themwith unsolicited or undesired bulk messages when it suits you Source: www.InsideCRM.com © 2011 IBM Corporation
  34. 34. Analyze Decide Marketing Automation offers an unique opportunity to maximize marketing impactCollect Deliver Manage © 2011 IBM Corporation
  35. 35. Analyze Decide Marketing Automation enables both significant marketing effectiveness as efficiency improvements by streamlining and automatingCollect Deliver campaign flows Manage © 2011 IBM Corporation
  36. 36. Improved customer value & retention 5-15% increase is typical Higher online marketing ROI 15x-25x increase is typical Higher campaign ROI Improving your 15-30% increase is typical Marketing Effectiveness Increased response rates 10-50% increase is typical Increased order value 15-20% increase is typical © 2011 IBM Corporation
  37. 37. More campaigns with same resources 2-5x increase is typical Reduced cycle time 40%-80% reduction is typical Reduced marketing costs Improving your 20-40% reduction is typical Marketing Efficiency Lower customer acquisition costs 25%-75% reduction is typical Other business metrics revenue, profit, others vary by industry (assets under management, ARPU, #products owned, etc.) © 2011 IBM Corporation
  38. 38. Analyze Decide Learn all about it Smarter Commerce Global SummitCollect Deliver (22-24 May) Manage © 2011 IBM Corporation
  39. 39. Cross the digital chasm © 2011 IBM Corporation
  40. 40. Both in Marketing …. © 2011 IBM Corporation
  41. 41. And sales …. 65% of a salespersonstime is spent not selling © 2011 IBM Corporation
  42. 42. Proof everything or Die © 2011 IBM Corporation
  43. 43. We have the opportunity to move fromstretched to strengthened © 2011 IBM Corporation
  44. 44. Marketing needs a reboot © 2011 IBM Corporation
  45. 45. And it starts with us … © 2011 IBM Corporation
  46. 46. Scale back and save every euro It is all about perception An opportunity to pull away from the pack © 2011 IBM Corporation
  47. 47. And choice … © 2011 IBM Corporation
  48. 48. But start adapting TODAY © 2011 IBM Corporation
  49. 49. © 2011 IBM Corporation
  50. 50. © 2011 IBM Corporation
  51. 51. @ronaldvelten Linkedin.com/in/rveltenronald_velten@nl.ibm.com © 2011 IBM Corporation

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