Martech-powered digital transformation is in full swing at B2B enterprises around the world. According to a just-released survey by global agency Stein IAS, 91% of marketers say digital marketing transformation is a top priority. At this session, Stein IAS’ Chief Innovation Officer Marc Keating and Chairman Tom Stein will share a Digital Marketing Transformation Framework to develop a high-impact digital marketing roadmap based on the prioritized use cases to deliver the greatest value back to your business. Take your digital marketing strategy, processes and activation to the next level by attending this session. Attendees will receive full survey findings as well as a Digital Marketing Transformation workbook. In this presentation, you will learn: How to apply an actionable methodology and structured framework to embark on or accelerate your digital marketing transformation How to develop a transformative roadmap based on a strategic vision and prioritised use cases with the greatest business impact How to engage all stakeholders to gain buy-in, alignment and ‘skin in the game’ Results from a global Digital Marketing Transformation study revealing opportunities, challenges and areas of focus

22. THE DESTINATION THE STARTING POINT THE VISION MAP THE FUTURE PATH THE ACTION PLAN
BUSINESS AND MARKETING
STRATEGY
CURRENT SITUATION
ANALYSIS
USE CASE REVIEW AND
PRIORITIZATION
3-YEAR ROADMAP
DEVELOPMENT
USE CASE ACTION PLAN
DEVELOPMENT
The strategic future you
envision
The current level of digital
marketing maturity
The current state to future
marketing vision
Envisioning today,
tomorrow and the near
future
The business cases to
realise transformative
strategies

23. GTM ENGAGEMENT
MODELS
TARGETING
CHANNEL
INTEGRATION & CX
SALES & MARKETING
INTEGRATION
KPIs, TRACKING &
MEASUREMENT
TECH STACK
MULTICHANNEL
MEDIA
CONTENT &
ENGAGEMENT
LEAD GENERATION
& NURTURING
REPORTING &
ANALYTICS
FRAMEWORKS &
GOVERNANCE
DATA & MEDIA
PERFORMANCE
TRACKING, CONVERSION &
OPTIMIZATION
SALES ENABLEMENT
& ALIGNMENT
OPTIMIZATION

25. DOES THIS USE CASE HELP US ACHIEVE OUR STRATEGIC BUSINESS AND MARKETING OBJECTIVES?
CURRENT MATURITY STRATEGIC PRIORITY 3 YEAR ROADMAP
LOW
(0-3)
MED
(4-7)
HIGH
(8-10)
LOW MED HIGH YR 1 YR 2 YR 3
EASE OF
IMPLEMENTATION
INVESTMENT LEVEL
RESOURCES
REQUIRED
SKILLS REQUIRED
TECHNOLOGY DEPENDENCIES BUSINESS VALUE
ACTIVATION
TIMELINE
Measurement and prioritization Strategic parameters and considerations
ASSESSMENT PROTOCOL
Target and engage our prospects
using tiered ABM strategies

26. OVERALL MARKETING STRATEGY & DIRECTION CURRENT MATURITY STRATEGIC PRIORITY 3 YEAR ROADMAP
USE CASE NOTES
LOW
(0-3)
MED
(4-7)
HIGH
(8-10)
LOW MED HIGH YR 1 YR 2 YR 3
Integrate brand and demand activity
Activate centralized campaign deployment frameworks
Deploy a centralized demand center/COE/marketing operations function
Establish an always-on strategy aligned with campaign plans
Target and engage our prospects using tiered ABM strategies
Develop an integrated annual campaign plan
Build an integrated and automated demand engine
Put buyer personas and journeys at the heart of our GTM strategy and CX
Build out a prioritized and integrated tech stack
Reskill and train our teams to think digital first
Deploy an integrated data strategy to fuel all GTM activities
Activate internal engagement to align all stakeholders behind a single strategy

29. USE CASE ACTION PLAN
USE CASE
GOALS /
OBJECTIVES
STRATEGIES TO
ACHIEVE GOALS
DEPENDENCIES /
BARRIERS
TECHNOLOGY
REQUIREMENTS
OWNER
& RESOURCES
RESULTS /
OUTCOMES / KPIs
TIMELINE

30. 3 YEAR ROADMAP YEAR 1 YEAR 2 YEAR 3
HIGH
PRIORITY
(MISSION CRITICAL AND
MUST DO)
MEDIUM
PRIORITY
(SHOULD DO)
LOW
PRIORITY
(MIGHT DO)
WATCH AND
REVIEW
Build your plan and roadmap at: www.postmodernizer.com
ESTABLISH AN ALWAYS ON STRATEGY ALIGNED
WITH CAMPAIGN PLANS
INTEGRATE BRAND AND DEMAND ACTIVITY
ATTRIBUTE REVENUE TO MARKETING SPEND
BY CLOSING THE LOOP
ACTIVATE CENTRALIZED CAMPAIGN
DEPLOYMENT FRAMEWORKS
ACTIVATE SALES ENABLEMENT TOOLS
DELIVER PREDICTIVE ACCOUNT INSIGHT FOR SALES
INCORPORATE DYNAMIC CONTENT
WITHIN WEB ENVIRONMENTS
CONNECT ADTECH AND MARTECH TO ACTIVATE DATA
DRIVEN MEDIA TARGETING
ORCHESTRATE CAMPAIGNS ACROSS CHANNELS
DEPLOY/TRIAL PROGRAMMATIC MEDIA
ANALYSE BALANCE OF POEM MEDIA
ORIGINATED CONVERSIONS
ORCHESTRATE CAMPAIGNS ACROSS CHANNELS
SHIFT FROM STATIC TO INTERACTIVE CONTENT
BETTER UNDERSTAND OUR CUSTOMERS PATH TO
PURCHASE TO ENABLE OPTIMIZATIONS
ALIGN CONTENT WITH BUYER JOURNEY STAGES
UNDERSTAND AND MANAGE OUR CUSTOMERS’ CONTACT
PREFERENCES