ICP is a marketing technology company that specializes in accelerating user adoption of enterprise technology for marketing functions. They work with major brands like Diageo, Unilever, and Alcatel Lucent. ICP ensures user needs are prioritized through requirements gathering, change management, user support, training and feedback collection. This results in increased user adoption and engagement, delivering the true ROI.

1. © 2014, ICP. Proprietary and Confidential
“With content development and execution in our
DNA, ICP are the only team with the passion and
user empathy to make Marketing Technology really
work in service of Brands and Creativity.
By putting the User front and centre, we ensure
that User Adoption and Consumer Engagement,
the true ROI, are maximised”
DIAGEO
UNILEVER
ESTEE LAUDER
No. 10
ALCATEL LUCENT
BUPA 25 years
London
Mumbai
NYC
350,000 live assets
40,000 users
5,000 agencies
100%
technology
agnostic
6:1 ROI
on our
services

2. © 2014, ICP. Proprietary and Confidential
“So we have made marketing technology
investments in line with what the experts
have recommended. Next stop; global
supply chain transparency, total
efficiency, single customer view and
omni-channel content distribution delivering
big data to our c-level dashboards…..
……are any of our people
actually using it?”

3. © 2014, ICP. Proprietary and Confidential
10 ways to amaze your friends about MarTech user adoption

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Baby Boomers
Gen X
Millenials
* Forecast from 2009 figures courtesy of Dave Coplin, Chief Envisioning Officer, Microsoft UK
… strategic understanding
… politically savvy
… technology agnostic
1. UK corporate demographics; understanding your audience is the first step

5. © 2014, ICP. Proprietary and Confidential
 This may replace my job…
 This will reduce creativity…
 Enough technology!!!
 Change sucks, mandates do too….
 It needs to be ‘like Facebook’….
 If I need to be trained, it isn’t good enough
2. People behave differently after they swipe in for the day….

6. © 2014, ICP. Proprietary and Confidential
3. BIG advertisers don’t always sell well internally….
 Go beyond posters at the water cooler
 Long term C-Level sponsorship
 Stick and carrot….
 You only get one chance, make it count….

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4. Your people & agencies don’t want to play, no matter how shiny it is…
 Process technology + creativity = 0
 Reduction in agency revenues
 Onerous training requirements
 Speed of working
 Care of creative product

8. © 2014, ICP. Proprietary and Confidential
5. Enterprise technology breaks, this REALLY is an engagement opportunity
 They only arrive when its broken – be ready!
 Engage – don’t train…
 Be nice to the users, they are your ROI
 Solve a problem, win a heart

9. © 2014, ICP. Proprietary and Confidential
6. MarTech deployments are constantly evolving, keep listening to users…
 No users = no platform
 Never forget; it serves them first, then you
 They might actually be right about stuff
 Evolution of tools ensures continued adoption

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7. If you build it, they better keep coming….

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Marketing/Agency career
Achieve creative excellence
Drive revenue & growth
Build brand equity
Typical MarTech requirements
Adhere to designed processes
Culture of ‘compliance’
Agencies as librarians
Upload/download/search
Capture approval processes
Metadata
Create less, adapt more
8. Most advertisers struggle to find internal people to support their platforms

12. © 2014, ICP. Proprietary and Confidential
9. Software vendors naturally focus on control, process and measurement
 Let developers develop – they are good at it
 Product focus is a natural state, balance it
 Users define requirements, not developers

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10. People are fallible, unreliable, amazing - and essential to achieve anything
 Marketing is not complex, its politically challenging
 Marketers really need help, be nice!
 If you build it, they will not come

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What ICP do and why we are so amazing

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media
(digital)
Creative
(digital)Enterprise
 Performance data
 Single Customer View
 Complex
 Fragmented
 Duplicated
 Inconsistent
Omni-channel content delivery
We work here

16. © 2014, ICP. Proprietary and Confidential
Unilever
ICP engaged from project
start; requirements
gathering, change
management and full user
support . Peaks much earlier
than average.
Alcatel Lucent
Initial pick up, followed by
drop as resources reduced
in line with overall budgets,
then picking up as client
engaged with permanent
ICP support team.
Diageo
As pioneers in the space
this had a lengthy scoping
and implementation phase.
ICP engaged with Diageo
(Johnnie Walker) content
management 7 months after
go-live (3 years from vendor
selection)
0
500
1000
1500
2000
2500
Unilever
Diageo
Alcatel-Lucent
We accelerate User Adoption of enterprise technology in the marketing function

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1
2
3
4
5 Development Support: Functional Specifications, Testing (User Acceptance/Release)
User Management: User access, support, training and feedback collation
Content Management: Metadata/keywords/taxonomies. Content creation, curation, collation
Rights Management Control: IP/usage rights management at asset/brand level
Brand Protection: Validation of uploads against brand guidelines
6 Consulting services: Business Analysis, Content Strategy (Ecomm) Project Management, HealthCheck

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 14 year’s experience within a web-enabled technology and services environment in
the advertising and marcomms space
 Initiated and worked in operational teams rolling out new process from a standing
start to global and local marketing/brand teams and supply chain
 Vertical experience within FMCG, Beer Wines & Spirits, Tobacco and OTC Pharma
 Worked with both local and global brand teams and their agencies and suppliers
both above and below the line
 Process exposure from campaign planning and creative ideation to production
versioning/adaptation and subsequent high availability storage of assets
Ben Norton
Marketing Technology Director
Tel: +44 (0)20 7436 4300
DDI: +44 (0)20 3764 5373
Mobile: +44 (0)7712 604405
ben.norton@icpnet.com
www.icpnet.com