Digital Transformation Enabling Intelligent Marketing NASSCOM

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Digital Transformation to Enable Intelligent Marketing presentation from NASSCOM MARTECH CONFLUENCE August 31, 2017 MUMBAI

Marketing

DIGITAL TRANSFORMATION: ENABLING
ROHIT PRABHAKAR

Digital Marketing CoE Team
PRODUCT MANAGEMENT + UX
MARKETING OPERATIONS & TECH
TRAFFIC ACQUISITION
DATA & ANALYTICS
CONTENT
CHANGE MANAGEMENT
ROHITPRABHAKAR

TECHNOLOGY
SALES
MARKETING
ROHITPRABHAKAR

D I G I T A L T R A N S F O R M A T I O N I S S I M I L A R T O C O O K I N G
Source: Fissler Cooking Ap
ROHITPRABHAKAR

PROJECT
{REASON}
PROCESS
PEOPLE
TECHNOLOG
Y
ROHITPRABHAKAR

PEOPLE
Change Management
Communicate-Communicate-Communicate
Skills Enablement
Hiring Right Talent
ROHITPRABHAKAR

https://www.reddit.com/r/gifs/comments/48qb3e/some_drivers_never_cease_to_amaze_me/
ROHITPRABHAKAR

http://www.freundevonfreunden.com/
PROJECTS
ROHITPRABHAKAR

Projects
Projects serve the why of transformation
Projects bring all the investment to life
Projects ensure that the expected outcome is delivered
Some examples
Higher task completion
Lead Generation and Conversion
Higher Customer Experience Satisfaction
ROHITPRABHAKAR

“YOU’VE GOT TO START WITH
THE CUSTOMER EXPERIENCE
AND WORK BACK TOWARD
THE TECHNOLOGY, NOT THE
OTHER WAY AROUND.”
STEVE JOBS
GOLDEN RULE FOR TECH
ROHITPRABHAKAR

ROADMAP TO INTELLIGENT MARKETING
ENABLE THESE 3 FIRST
Know Them
Engage Them
Serve Them
ROHITPRABHAKAR

KNOW YOUR CUSTOMER
& SEGMENTS
▸Customer Insights
▸Data & Analytics (including offline)
▸Artificial Intelligence
ROHITPRABHAKAR

“THE AIM OF MARKETING IS
TO KNOW AND UNDERSTAND
THE CUSTOMER SO WELL
THE PRODUCT OR SERVICE
FITS HIM AND SELLS ITSELF”
Peter Drucker
KNOW THY CUSTOMER
ROHITPRABHAKAR

ENGAGE YOUR CUSTOMER
Relevant Content with Artificial Intelligence AI
Personalized Experience Rule Based + Algorithm Based
Targeted Campaigns with Account Based Marketing (ABM)
ROHITPRABHAKAR

“THE ABILITY TO
SIMPLIFY MEANS TO
ELIMINATE THE
UNNECESSARY SO THAT
THE NECESSARY MAY
SPEAK.”
Hans Hofmann
KISS (KEEP IT SHORT & SIMPLE)
ROHITPRABHAKAR

SERVE YOUR CUSTOMER
E-Commerce
Customer Service
Customer Advocacy
ROHITPRABHAKAR

“THE BEST CUSTOMER
SERVICE IS IF THE
CUSTOMER DOESN'T NEED
TO CALL YOU, DOESN'T
NEED TO TALK TO YOU. IT
JUST WORKS.” Jeff Bezos
IT JUST WORKS!
ROHITPRABHAKAR

https://aishcooks.com/2014/01/09/dal-makhani-black-lentils-in-a-creamy-punjabi-sauce/
PROCESS
ROHITPRABHAKAR

Process
Request management
Workflow Management
Agile Development
Agile Marketing
……
ROHITPRABHAKAR

T E C H N O L O G Y
P R O C E S S
P E O P L E
P R O J E C T S
ROHITPRABHAKAR

KNOW YOUR
CUSTOMER.
ENGAGE YOUR
CUSTOMER.
SERVE YOUR
CUSTOMER.
ROHITPRABHAKAR

DIGITAL
TRANSFORMATION IS A
JOURNEY.
LEAD WITH CUSTOMER
EXPERIENCE.
PEOPLE, PROCESS &
PROJECTS BRING
MARTECH TO LIFE.
ROHITPRABHAKAR

THE ONLY THING THAT
IS CONSTANT IS CHAN
GE
Heraclitus
ALWAYS BE READY FOR DISRUPTION
ROHITPRABHAKAR

8 STEPS TO
DIGITAL
TRANSFORMATION
http://rohitprabhakar.com
@rohitprabhakar
https://www.linkedin.com/in/rohitprabhakar/

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Digital Transformation Enabling Intelligent Marketing NASSCOM

1. DIGITAL TRANSFORMATION: ENABLING ROHIT PRABHAKAR

3. @ROHITPRABHAK ABOUT MCKESSON

4. Digital Marketing CoE Team PRODUCT MANAGEMENT + UX MARKETING OPERATIONS & TECH TRAFFIC ACQUISITION DATA & ANALYTICS CONTENT CHANGE MANAGEMENT ROHITPRABHAKAR

5. TECHNOLOGY SALES MARKETING ROHITPRABHAKAR

6. ROHITPRABHAKAR OUR STORY

7. D I G I T A L T R A N S F O R M A T I O N I S S I M I L A R T O C O O K I N G Source: Fissler Cooking Ap ROHITPRABHAKAR

8. PROJECT {REASON} PROCESS PEOPLE TECHNOLOG Y ROHITPRABHAKAR

9. PEOPLE ROHITPRABHAKAR

10. PEOPLE Change Management Communicate-Communicate-Communicate Skills Enablement Hiring Right Talent ROHITPRABHAKAR

11. https://www.reddit.com/r/gifs/comments/48qb3e/some_drivers_never_cease_to_amaze_me/ ROHITPRABHAKAR

12. http://www.freundevonfreunden.com/ PROJECTS ROHITPRABHAKAR

13. Projects Projects serve the why of transformation Projects bring all the investment to life Projects ensure that the expected outcome is delivered Some examples Higher task completion Lead Generation and Conversion Higher Customer Experience Satisfaction ROHITPRABHAKAR

14. TECHNOLOGY ROHITPRABHAKAR

15. ROHITPRABHAKAR

16. ROHITPRABHAKAR

17. ROHITPRABHAKAR

18. “YOU’VE GOT TO START WITH THE CUSTOMER EXPERIENCE AND WORK BACK TOWARD THE TECHNOLOGY, NOT THE OTHER WAY AROUND.” STEVE JOBS GOLDEN RULE FOR TECH ROHITPRABHAKAR

19. ROADMAP TO INTELLIGENT MARKETING ENABLE THESE 3 FIRST Know Them Engage Them Serve Them ROHITPRABHAKAR

20. KNOW YOUR CUSTOMER & SEGMENTS ▸Customer Insights ▸Data & Analytics (including offline) ▸Artificial Intelligence ROHITPRABHAKAR

21. “THE AIM OF MARKETING IS TO KNOW AND UNDERSTAND THE CUSTOMER SO WELL THE PRODUCT OR SERVICE FITS HIM AND SELLS ITSELF” Peter Drucker KNOW THY CUSTOMER ROHITPRABHAKAR

22. ENGAGE YOUR CUSTOMER Relevant Content with Artificial Intelligence AI Personalized Experience Rule Based + Algorithm Based Targeted Campaigns with Account Based Marketing (ABM) ROHITPRABHAKAR

23. “THE ABILITY TO SIMPLIFY MEANS TO ELIMINATE THE UNNECESSARY SO THAT THE NECESSARY MAY SPEAK.” Hans Hofmann KISS (KEEP IT SHORT & SIMPLE) ROHITPRABHAKAR

24. SERVE YOUR CUSTOMER E-Commerce Customer Service Customer Advocacy ROHITPRABHAKAR

25. “THE BEST CUSTOMER SERVICE IS IF THE CUSTOMER DOESN'T NEED TO CALL YOU, DOESN'T NEED TO TALK TO YOU. IT JUST WORKS.” Jeff Bezos IT JUST WORKS! ROHITPRABHAKAR

26. https://aishcooks.com/2014/01/09/dal-makhani-black-lentils-in-a-creamy-punjabi-sauce/ PROCESS ROHITPRABHAKAR

27. Process Request management Workflow Management Agile Development Agile Marketing …… ROHITPRABHAKAR

28. T E C H N O L O G Y P R O C E S S P E O P L E P R O J E C T S ROHITPRABHAKAR

29. KNOW YOUR CUSTOMER. ENGAGE YOUR CUSTOMER. SERVE YOUR CUSTOMER. ROHITPRABHAKAR

30. DIGITAL TRANSFORMATION IS A JOURNEY. LEAD WITH CUSTOMER EXPERIENCE. PEOPLE, PROCESS & PROJECTS BRING MARTECH TO LIFE. ROHITPRABHAKAR

31. THE ONLY THING THAT IS CONSTANT IS CHAN GE Heraclitus ALWAYS BE READY FOR DISRUPTION ROHITPRABHAKAR

32. ROHITPRABHAKAR

33. ROHITPRABHAKAR BOT2BOT MARKETING

34. 8 STEPS TO DIGITAL TRANSFORMATION http://rohitprabhakar.com @rohitprabhakar https://www.linkedin.com/in/rohitprabhakar/

Editor's Notes

Drawing the Technology Landscape for Intelligent Marketing A hype-free overview of intelligent technologies for marketing. This session will also cover the uses, ROI and challenges of these technologies.
About Me About Team
KEY INGREDIENTS OF DIGITAL TRANSFORMATION
TECHNOLOGY PROCESS PEOPLE PROJECTS
PEOPLE
TECHNOLOGY IS THE BIGGEST ENABLER
MARTECH LANDSCAPE IS SUPER CONFUSING
Read more at: https://www.brainyquote.com/quotes/quotes/p/peterdruck154444.html?src=t_marketing
Read more at: https://www.brainyquote.com/quotes/quotes/p/peterdruck154444.html?src=t_marketing
Hans Hofmann
http://www.food.com/recipe/punjabi-dal-makhani-301613
Key TakeAway: Focus on Customer and CX ABM is customer centric Think beyond the basics of ABM: personalized emails, content or landing pages. Invest in ABM+AI
Lead with Customer Experience CX spans across Marketing, Sales and Service. Improved CX leads to boost in revenue and cost savings. Technology is the biggest enabler. People, Process & Projects bring Technology to life. Think Digital Transformation & not just MarTech Digital Transformation is a journey
Heraclitus
ADD ALEXA ORDERING VIDEO

Digital Transformation Enabling Intelligent Marketing NASSCOM

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Editor's Notes