Speaker: Adam Sarner, Group VP @ Gartner Inc.

2. Personalized, Multichannel
Marketing: Advancing the
Connected Conversation
Adam Sarner

3. 2 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
What Do These Three Things Have in Common?
Omnichannel Loch Ness MonsterBigfoot
1 2 3

4. 3 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
1. How are marketers responding to the need of the
connected conversation?
2. How will multichannel marketing leaders create mutual value?
3. What are the top technologies to focus on for acceleration?
Key Issues

5. 4 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
1. How are marketers responding to the need of the
connected conversation?
2. How will multichannel marketing leaders create mutual value?
3. What are the top technologies to focus on for acceleration?
Key Issues

6. 5 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers

7. 6 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers
SpeakingListening

8. 7 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers
ListeningSpeaking

9. 8 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers
ListeningSpeaking
Timing

10. 9 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers
ListeningSpeaking
Timing
Context

11. 10 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Multichannel Marketing Is Accelerating to Become Orchestrator of
Interaction Between Businesses and Customers
Timing
Context
Tone
ListeningSpeaking

12. 11 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Marketers' Multichannel Maturity Is (Finally) Advancing
Base: All respondents, n = 304
Q. Which of the following best describes the current state of your organization's multichannel marketing maturity?
Level 1 Level 2 Level 3 Level 4 Level 5
Strategy is reactive or
nonexistent
Processes and
campaigns
can't scale
Automated processes become
necessary for continued results
Strategic focus is
on awareness or
conversion
Teams can attribute
results to discrete
channels
Personas drive a customer-
focused strategy and
personalized content
A campaign
management platform
aligns and
orchestrates data
Customer advocacy
joins retention as a
business goal
Multidimensional
segmentation strategies
inform new personas and
channel innovations
Data begins to inform
personas; Skill and
capabilities gaps
hamstring growthData is siloed and
insignificant to efforts
A marketing analytics center
of excellence or dedicated in-
house analytics team shares
data-driven insights across
the organization
Predictive modeling,
real-time and increased
automation are top
investments
Marketing teams align to
customer segmentsInternal collaboration
grows critical
Digital channels drive results;
Personalized efforts are robust

13. 12 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Level 1 Level 2 Level 3 Level 4 Level 5
Strategy is reactive or
nonexistent
Processes and
campaigns
can't scale
Automated processes become
necessary for continued results
Strategic focus is
on awareness or
conversion
Teams can attribute
results to discrete
channels
Personas drive a
customer-focused
strategy and
personalized content
A campaign
management platform
aligns and
orchestrates data
Customer
advocacy joins
retention as a
business goal
Multidimensional
segmentation strategies
inform new personas and
channel innovations
Data begins to inform
personas; Skill and
capabilities gaps
hamstring growthData is siloed and
insignificant to efforts
A marketing analytics center
of excellence or dedicated in-
house analytics team shares
data-driven insights across
the organization
Predictive modeling,
real-time and
increased automation
are top investments
Marketing teams align to
customer segmentsInternal collaboration
grows critical
Digital channels drive results;
Personalized efforts are robust
Percentage of Respondents
3% 8% 34% 35% 20%
69%
Marketers' Multichannel Maturity Is (Finally) Advancing
Base: All respondents, n = 304
Q. Which of the following best describes the current state of your organization's multichannel marketing maturity?

14. 13 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Level 1 Level 2 Level 3 Level 4 Level 5
Strategy is reactive or
nonexistent
Processes and
campaigns
can't scale
Automated processes become
necessary for continued results
Strategic focus is
on awareness or
conversion
Teams can attribute
results to discrete
channels
Personas drive a
customer-focused
strategy and
personalized content
A campaign
management platform
aligns and
orchestrates data
Customer
advocacy joins
retention as a
business goal
Multidimensional
segmentation strategies
inform new personas and
channel innovations
Data begins to inform
personas; Skill and
capabilities gaps
hamstring growthData is siloed and
insignificant to efforts
A marketing analytics center
of excellence or dedicated in-
house analytics team shares
data-driven insights across
the organization
Predictive modeling,
real-time and
increased automation
are top investments
Marketing teams align to
customer segmentsInternal collaboration
grows critical
Digital channels drive results;
Personalized efforts are robust
Percentage of Respondents
3% 8% 34% 35% 20%
69%
Marketers' Multichannel Maturity Is (Finally) Advancing
Base: All respondents, n = 304
Q. Which of the following best describes the current state of your organization's multichannel marketing maturity?
Deploy a campaign
management or lead
management platform to
drive multichannel
marketing engagement.

15. 14 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Nearly One in Two Organizations Has an Identified
Multichannel Marketing Leader
Yes, one
individual has
sole responsibility
48%
No, this
responsibility is
shared across
multiple roles
within the
company
50%
Don't know
2%
Base: AIl respondents
Q. Is there one individual in your company who is primarily responsible for the oversight and management
of all the channels your company uses to support its multichannel marketing strategy?
Base: One individual is responsible, n = 145
Q. Now please tell us where this dedicated role directly reports within your company?
Nearly all respondents
carry a director-level
title or higher.

16. 15 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Nearly One in Two Organizations Has an Identified
Multichannel Marketing Leader
Base: AIl respondents
Q. Is there one individual in your company who is primarily responsible for the oversight and management
of all the channels your company uses to support its multichannel marketing strategy?
Base: One individual is responsible, n = 145
Q. Now please tell us where this dedicated role directly reports within your company?
Yes, one
individual has
sole responsibility
48%
No, this
responsibility is
shared across
multiple roles
within the
company
50%
Don't know
2% Nearly all respondents
carry a director-level
title or higher.
Among 31% of
respondents, the
multichannel marketing
leader is the CMO.

17. 16 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Nearly One in Two Organizations Has an Identified
Multichannel Marketing Leader
Nearly all respondents
carry a director-level
title or higher.
Among 31% of
respondents, the
multichannel marketing
leader is the CMO.
Other C-level titles
assume multichannel
responsibility in 14%
of organizations.
Base: AIl respondents
Q. Is there one individual in your company who is primarily responsible for the oversight and management
of all the channels your company uses to support its multichannel marketing strategy?
Base: One individual is responsible, n = 145
Q. Now please tell us where this dedicated role directly reports within your company?
Yes, one
individual has
sole responsibility
48%
No, this
responsibility is
shared across
multiple roles
within the
company
50%
Don't know
2%

18. 17 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Photo by David Clode on Unsplash

19. 18 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Aligning Multichannel Marketing Strategy to Broader Business
Objectives Is an Area of Opportunity for Multichannel Marketing Leaders
56
63
65
71
Develop a multichannel strategy with
alignment to broader business goals
Oversee orchestration
Understand your audience
Design rules for orchestration
Percentage of Respondents
Responsibilities of the Dedicated Multichannel Marketing Leader
Base: One individual is responsible, n = 145
Q. Which of the following tasks/activities is this dedicated role responsible for?

20. 19 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Marketers Still Strive to Translate Customer-Centric Strategies
Into Bottom-Line Business Results
10
14
14
11
9
13
9
10
11
30
33
38
Harmonizing content sourced from a
broad portfolio of products or brands
across the channels we use
Determining which channels best serve
our audience and business objectives
Reaching audiences at the right
moments using advanced techniques
Percentage of Respondents
Top Rank 2nd 3rd Sum of Top 3
Base: All respondents, n = 304
Q. What are the top challenges your company faces with respect to its multichannel marketing strategy? Summary table of Rank 1-3
Top Multichannel Marketing Challenges

21. 20 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Marketers' Real-Time Vision Has Fallen Short of Their Real-
World Execution
Marketers Show Progress on Road to Real-Time Marketing but Fall Short of Where They Expected to Be by Now
6 2
65
34
29
64
2015 (actual) 2017 (projected)
Batch and Blast vs. Event-Triggered
Mostly "batch and blast" MixMostly "event-triggered"
2015: n = 250, 2017: n = 304
Q. For the following multichannel marketing techniques, indicate where your organization's investment
priority is today and where it will be two years from now.
Broad-Based Campaigns vs. Real-Time Personalization
4 1
53
40
43
59
2017 (actual) 2019 (projected)
6 4
56
31
38
65
2015 (actual) 2017 (projected)
Mostly "batch and blast" MixMostly “real-time "
3
52
34
45
66
2017 (actual) 2019 (projected)

22. 21 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
1. How are marketers responding to the need of the
connected conversation?
2. How will multichannel marketing leaders create mutual value?
3. What are the top technologies to focus on for acceleration?
Key Issues

23. 22 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
Unify
Predict
Identify
Deliver

24. 23 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers

25. 24 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers
Unify
• Data normalization
• Identity
management
• External data

26. 25 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers
Unify
• Data normalization
• Identity
management
• External data
Predict
• Predictive
analytics
• Event
management
• Optimization

27. 26 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers
Unify
• Data normalization
• Identity
management
• External data
Predict
• Predictive
analytics
• Event
management
• Optimization
Identify
• Decision
management
• Recommendations

28. 27 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers
Unify
• Data normalization
• Identity
management
• External data
Predict
• Predictive
analytics
• Event
management
• Optimization
Identify
• Decision
management
• Recommendations
Deliver
• Multichannel
• Offers/Content
• Journey analytics
• Reporting
• Attribution

29. 28 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Use the CUPID Framework for Multichannel Customer Love
Collect
• Big data
foundation
• First party focused
for marketers
Unify
• Data normalization
• Identity
management
• External data
Predict
• Predictive
analytics
• Event
management
• Optimization
Identify
• Decision
management
• Recommendations
Deliver
• Multichannel
• Offers/Content
• Journey analytics
• Reporting
• Attribution
Listening
ToneTiming
Context
Speaking

30. 29 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Scalable Execution Needs a Library of 'Atomic Content'
Personalization
opportunities
Digital asset "atoms"
or components
Digital asset
management (DAM)

31. 30 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
2017: Successful Execution Requires a Measured
Channel Strategy
Percentage of Respondents
12
13
14
19
19
20
21
21
23
29
36
39
39
43
Call center
Out of home media
Television, radio
and/or print
In store
SEO
Paid search
Partner channel
marketing
Event marketing
Direct mail
Email marketing
Web
Digital advertising
Mobile marketing
Social marketing
Awareness (n = 244) Interest (n = 240)
11
13
14
15
18
20
21
22
23
31
32
41
42
42
Call center
Television, radio
and/or print
Out of home media
In store
Paid search
Direct mail
SEO
Partner channel
marketing
Event marketing
Web
Email marketing
Digital advertising
Mobile marketing
Social marketing
10
13
14
18
19
20
21
21
22
28
31
41
42
42
Television, radio
and/or print
Out of home media
Call center
In store
Paid search
SEO
Direct mail
Event marketing
Partner channel
marketing
Email marketing
Web
Digital advertising
Mobile marketing
Social marketing
11
14
14
15
16
20
21
22
22
31
31
38
42
46
Out of home media
Call center
Television, radio
and/or print
In store
Paid search
SEO
Partner channel
marketing
Direct mail
Event marketing
Email marketing
Web
Digital advertising
Mobile marketing
Social marketing
Convert (n = 239) Advocate (n = 237)
Most Effective Channels Across the Buying Journey
Base: Total Answering, excluding "none," varies by segment
Q. For each phase of the buying journey, what are the top most effective channels used? Summary table of Rank 1-5

32. 31 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
1. How are marketers responding to the need for the connected
conversation?
2. How will multichannel marketing leaders create mutual value?
3. What are the top technologies to focus on for acceleration?
Key Issues

33. 32 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
By YE2018 Over 80% of Marketers Have or Will Have Deployed
Multichannel Campaign Management and Lead management
Q What is your company's current stage of deployment of each of the following solutions?
45%
48%
26%
24%
11%
12%
4%
3%
9%
6%
5%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Multichannel Campaign Management
Lead Management Platform
Intermediate Martech: 40% to 50% Active Deployments
Fully deployed In the process of deploying Plan to deploy within two years Deployed but mostly abandoned No current plans Not familiar
n = 206

34. 33 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
Nearly 20% of Marketers Have Plans for Personalization
Platforms Within the Next Two Years
19%
19%
19%
17%
17%
17%
16%
16%
15%
14%
14%
14%
When do you plan to deploy your [...] solution?
New versus existing
installations*
n = 206; Base: Have plans to deploy within the next two years

35. 34 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
• Email marketing
• SEO
• Website experience
• Mobile app experience
• Search advertising (SEM)
• Social marketing
• Digital advertising
• Commerce
• TV, radio, print ads
• Call center
• Direct mail
• Out of home media
Multichannel Marketing Hubs: Different Spokes for
Different Folks
Foundational
Differentiators
• Customer data integration
• Identity management
• Single view of customer
• Real-time decisions
• Next-best-action (AI)
• Journey analytics
• Marketing attribution
• Personalization engine

36. 35 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
To differentiate, succeed and accelerate multichannel marketing:
 Approach multichannel marketing as a real-time conversation, with both listening and
speaking using timing, context and tone and the ability to add to, and continue with a thought
and purpose at multiple occasions over time.
 Pinpoint the moments and events that are the right time for real-time engagement in
multiple channels.
 Get three fundamentals right: Customer understanding, rules and intelligence for orchestration
and a multiskilled team that can execute largely through automation.
 Empower your multichannel marketing leader to take a more expansive approach to
customer understanding and campaign execution. Tighten strategy to connect multichannel
marketing to broader business objectives.
 Introduce big data foundations, including ingestion of second- and third-party data for a
comprehensive view of the customer.
Recommendations

37. 36 CONFIDENTIAL AND PROPRIETARY I © 2018 Gartner, Inc. and/or its affiliates. All rights reserved.
 Maturity Model for Multichannel Marketing
Adam Sarner (G00310421)
 Survey Analysis: Compare the Tactics and Priorities of Leading
Multichannel Marketers
Adam Sarner, Anna Maria Virzi, and Others (G00343832)
 Identify a Multidimensional Marketing Leader for Multichannel Marketing
Adam Sarner (G00310423)
 Multichannel Marketing Primer for 2018
Adam Sarner and Noah Elkin (G00353728)
 Critical Capabilities for Multichannel Campaign Management
Adam Sarner, Mike McGuire and Others (G00282013)
Recommended Gartner Research