2019 Predictions: What CMOs Demand From MarTech This Year

2019 Predictions:
What CMOs Demand From MarTech This Year
featuring

TODAY’S
SPEAKERS
Chief Executive Officer
STEVEN WARREN
VP & Principal Analyst
THOMAS HUSSON

3© 2019 FORRESTER. REPRODUCTION PROHIBITED.
Key Questions CMOs Must Be Able To Answer
› What data and technology skills does my marketing team lack to deliver
the perfect customer experience?
› How should I (the CMO) evolve to accelerate my company’s digital
transformation and data-driven initiatives?
› Why does my company need to invest in the right balance of mature
marketing technology with emerging tech like AI and conversational
interfaces?

The CMO falls behind in leading digital
transformation
Source: The Sorry State Of Digital Transformation In 2018./ Base: 1,559 Business And Technology Decision Makers

Over the next 12 months, which of the following will be the greatest challenges for your firm as they relate to
achieving your marketing priorities (TOP 10 shown)?
CMOs are facing many different challenges
Source: Forrester's Global Business Technographics Marketing Survey, 2018
Base: N=1,727 Global Marketing decision-makers
30%
28%
24%
23%
22%
22%
21%
21%
20%
20%
Competing priorities
Employee recruiting and retention
Managing our channel partners
Limited budget
Lack the capability to measure results
Inability to turn insights into action
Lack of defined metrics to measure success
Poor quality, inconsistent, or inaccessible customer data
Lack of a single view of our customers
Lack of required technology

22%
of today’s
marketing
budget goes
to technology.
Source: Forrester‘s Business Technographics® Marketing Survey, 2018
CMOs invest one fifth of their budget in
technology and this is growing
North America Europe
1% to 9% 10% or More
32%
41%
26% 25%
Marketing technology
budget growth in the next
12 months

Marketing technology innovation is accelerating
like never before

Among the many initiatives CMOs will prioritize,
they demand from MarTech the ability to:
1. Drive customer centricity
2. Improve use of data and analytics
3. Align brand promise with customer experience
4. Orchestrate channel growth
5. Improve personalization capabilities

Source: Forrester Report “Combine Systems of Insight And Engagement For Contextual Marketing”
Systems of
insight
Systems of
engagement
1. To drive customer centricity, fuel a contextual
marketing engine – with technology as the wrapper

Customer data is not static.
Marketers need to see the big
picture & act on it.
Drive value across the customer lifecycle
using first-, second-, and third-party data:
Customer Centricity Starts with Real-Time Converged Data
Transactional data
Behavioral data
Engagement data
Demographic data

2. Close the data-to-action gap
73%
29%
aspire to be
data-driven.
are good at
turning
data into
action.
All possible actions
All possible data

To improve the use of data and analytics, CMOs
should:
• Move beyond campaign management to embrace contextual
marketing.
• Deliver value and utility in new data sources helping
predicting behaviors and actions in the strategy.
• Better identify and profile customers with data they can act
upon to personalize experiences.

13
1 Eliminate data silos 2 Aggregate data in a unified place 3 Use insights to market smarter
Bridge The Gap with Unified Data

14
Figure 5: Mapp’s CDP Within Mapp Cloud
DataIntegration
MarketingOrchestration
Data
Demographic
Behavioral
Engagement
Transactional
Customer
Data Platform
Insights & Analytics
Personalization
Segmentation
Machine Learning & AI
Channels
Email
Mobile
Social
Web
Customer
The Role of a Customer Data Platform (CDP)

15RESTRICTED
Bridge The Gap with Unified Data
Focus on data strategy rather than technology platforms
Ultimately, unified data is at the core of any optimized MarTech stack
Spend less time sifting through data and more time acting on relevant insights

• Start with essence
• Translate essence into a
design language
• Measure perception

Results
ü 20% Increase in CTR across programmatic display
ü 25% Increase in CTR across Facebook
ü YoY coupon sales increased 4x
ü 11,000 users opted in with conversion rate of 10%
ü 24,000 users opted in with conversion rate of 46%
ü Blended conversion rate across overnight diapers
and training pants increased 34%
Contact Strategy
• Coupons and samples personalized for
each stage of development
• Multi-channel traffic acquisition
Challenges
• Harvest more data and accurate data
• Leverage customer data to drive marketing
• Drive lead generation through digital channels
Journey Mapping
• Increase accuracy of sampling activity
• Foster 1-1 relationships with consumers
• Create on-going loyalty program

Delivering a positive experience from lead
to first purchase to loyal customer is not
rocket science.
Avoid the ”Delivery Gap” By Nurturing the Customer
Lifecycle
Create a meaningful journey based on product lifecycles or
life stages within a household
Foster loyalty by leveraging shopper data and insights to build
lasting relationships
Deliver value beyond just price – focus on helping customers
get the most from your products

4. Orchestrate real-time engagement on the most
relevant channels
Identity resolution at a personalized, individual level Recognition
Context
Orchestration
Offer
Optimization
History merged with real-time contextual insight
Analytics to determine action, offer, content, or message
Delivery & dialog management at the appropriate touchpoint
Insights for ongoing interactions and strategic planning

89% of customers are retained through omni-channel marketing
– compared to 33% with no cross-channel strategies.
Customers engage with your brand
differently – automate campaigns to guide
their journeys
Design, schedule, and manage cross-
channel digital campaigns in one platform
Test campaign channels and messaging,
and optimize based on results
Running Cross-Channel Campaigns Shouldn’t Be Hard
Source: Invesp

5. Leverage AI to improve personalization
capabilities

Beyond the hype on AI-powered conversations, it
is time to create a persistent dialogue…

…and to think beyond mobile as a channel to
embrace contextual marketing
1 Enterprises Evolve In Maturity Based On How They Use Mobile
ers
Shrink & squeeze Mobile ﬁrst Customer experience
(CX) transformation
Business
disruptionSqueeze experiences
designed for the PC
onto small screens.
Enhance physical
world experience
with mobile.
Create net new
mobile services.
Win in your customers’
mobile moments.
Ethnographic
research and journey
mapping uncover
consumer needs on
the go. Mobile services
proactively engage
consumers based on
their context.
Mobile disrupts
industries,
businesses, and
business models —
not just digital
businesses
The Mobile Mind Shift Maturity Framework
1 Enterprises Evolve In Maturity Based On How They Use Mobile
ders
(CX) transformation
Business
designed for the PC
onto small screens.
Enhance physical
world experience
with mobile.
Create net new
mobile services.
mobile moments.
Ethnographic
mapping uncover
consumer needs on
proactively engage
consumers based on
their context.
Mobile disrupts
industries,
businesses, and
business models —
not just digital
businesses
32%
Enterprises Evolve In Maturity Based On How They Use Mobile
rs
(CX) transformation
Business
designed for the PC
onto small screens.
Enhance physical
world experience
with mobile.
Create net new
mobile services.
mobile moments.
Ethnographic
mapping uncover
consumer needs on
proactively engage
consumers based on
their context.
Mobile disrupts
industries,
businesses, and
business models —
not just digital
businesses
51%
gure 1 Enterprises Evolve In Maturity Based On How They Use Mobile
Leaders
(CX) transformation
Business
designed for the PC
onto small screens.
Enhance physical
world experience
with mobile.
Create net new
mobile services.
mobile moments.
Ethnographic
mapping uncover
consumer needs on
proactively engage
consumers based on
their context.
Mobile disrupts
industries,
businesses, and
business models —
not just digital
businesses
<1%

Many marketing companies wonder how
AI can make the complex simple.
Customer experience is what matters…AI is in the
eye of the beholder
How do we make it conversational
Think through the customer conversations you
want to have, then build out the AI automations
You still need a marketing automation platform to
make AI a reality
Don’t Overthink AI

CMOs to finally champion data privacy and trust

Summary / Key takeaways
› CMOs should redefine their roles to embody the voice of the
customer and orchestrate customer experience.
› To make the most of fast evolving marketing technologies, CMOs
will increasingly:
1. Drive customer centricity
3. Improve use of data and analytics
4. Orchestrate channel growth
5. Improve personalization capabilities

About Mapp Cloud
Mapp Cloud is an all-in-one platform that helps B2C brands
run customer-centric marketing and act on real-time customer
behavior. Mapp Cloud brings customer acquisition and
customer engagement together in one simple platform
infused with data intelligence.
Hunt down and convert your ideal customer online with Mapp’s data management platform (DMP).
MAPP ACQUIRE
Create campaigns that blow your customers’ minds with Mapp’s cross-channel execution engine.
MAPP ENGAGE
Be one step ahead of your customers with Mapp’s customer data platform (CDP) and predictive insights.
MAPP INTELLIGENCE

About Mapp
THEY KNOW WHAT’S UP
2500+ CUSTOMERS 8 GLOBAL OFFICES
OUR MISSION:
Empower
marketers and
brands to break
away from the
pack.300+ EMPLOYEES

QUESTIONS?
Chief Executive Officer
swarren@mapp.com
@sfwindy17
mapp.com
STEVEN WARREN
VP & Principal Analyst
thusson@forrester.com
@Thomas_Husson
forrester.com
THOMAS HUSSON

2019 Predictions: What CMOs Demand From MarTech This Year

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