The Saepio webinar series on Marketing Asset Management (MAM) outlines the significance of effective marketing asset management in distributed marketing environments, highlighting that customer engagement should focus on meaningful conversations rather than interruptions. It emphasizes the importance of optimizing back-office operations and channel integration to enhance marketing performance, recommending that organizations empower local marketers while maintaining brand control. The session also discusses challenges and best practices for top-performing companies in adapting their marketing strategies for better revenue outcomes.

1. Marketing Asset Management 101Saepio Webinar SeriesSaepio Webinar Series:Marketing Asset Management 101

2. Welcome to MAM 101Webinar Series Objectives

3. Marketing Asset Management Primer that is:

4. Impartial.

5. Informative.

6. Valuable.

7. Things you’ll learn about MAM

8. What it is.

9. Why it’s important.

10. How it should be implemented.

11. How it works.Connectivity:The Secret to Success in Distributed Marketing EnvironmentsIan MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing

12. Brought to you by:Connectivity: The Secret to Success in Distributed Marketing Environments Ian MichielsChairman of the Research Advisory Board, GleansterDirector, Marketsphere Marketing4

13. Can I get access to the slides after the webinar?YesIs there an open Q&A at the end of the webinar?YesContinue the conversation on Twitter:#ConnectMktg5HousekeepingDownload ReportSlidesTwitter

14. Connectivity in Marketing: Framing the ChallengeConnectivity in Distributed Marketing EnvironmentsWhere to focus finite resourcesTop Performers PlaybookOvercoming challengesRecommendationsQuick Agenda6

15. The research referenced in this webinar comes from the Q1 2011 Gleanster “Marketing Assert Management” Study182 Survey Respondents135 Qualified Survey RespondentsTop Performers = Respondents that achieved Top Quartile performance in key KPI’sEveryone Else = Everyone ElseResearch Findings7

16. Changes in consumer buying behaviorConnectivity Challenge #1Your customer experience must be:Your Target Audience is:=Channel AgnosticAccosted by Marketing+RelevantPositiveHuman8

17. 9Connectivity Challenge #1 Cont’dIt’s not about interrupting people with marketing messages…It’s about having a conversation. Engage your target audience.

18. Fragmented technology landscape10Connectivity Challenge #2Disparate Technologies = Disparate Data*Multi-Channel Marketing Management Survey, Q1’11, n=157Companies engage customers through a wide variety of mediums

19. How many channels does your company regularly utilize and have “core” expertise in best practices, execution, and measurement?11Connectivity Challenge #2 Cont’dTop PerformersEveryone Else*Multi-Channel Marketing Management Survey, Q1’11, n=157

20. Across all surveys #1 goal in 2011:Increase RevenueIncrease ProfitabilityThrough:Relevant customer engagementBut:There are two different levers for marketers…12How can marketers improve performance through connectivity?* Distributed Marketing Management Survey Q1’11

21. 13Marketing Execution in a NutshellCustomer Facing CommunicationsBack-Office Operations

22. 14Marketing Execution in a NutshellCustomer Facing CommunicationsBack-Office OperationsConnectivity IssuesConnectivity IssuesConnectivity IssuesWhere do you focus finite resources? Look at Top Performers…

23. 15Marketing Execution: 2 Sides of the Same CoinFocus on core channels first. Improve productivity, efficiency, time-to-market

24. Manage brand consistency

25. Mange agency costs

26. Corporate execution and targets

27. Allocate budget

28. The customer experience16Alignment Challenges in Distributed EnvironmentsCorporate MarketingField MarketingPersonalize marketing local audience

29. Autonomy in program development

30. Control most appropriate channels

31. Adapt to market dynamicsImprove productivity & time to marketReduce redundant costsCentralize access to assetsCustomize branded templatesImprove top-line growth 17The Cost of Disconnected Marketing Operations

32. 186 Degrees of Separation to Kevin Bacon

33. 192 Degrees of Separation to Impact RevenueCustomer Facing CommunicationsBack-Office OperationsTarget AudienceChannel 1Channel 2Channel 3Channel 4Channel 5Marketing Operations ProcessCreative IdeaChannel 62 Degree1 Degree

34. 202 Degrees of Separation to Impact RevenueCustomer Facing CommunicationsBack-Office OperationsTarget AudienceChannel 1Channel 2Channel 3Channel 4Channel 5Creative IdeaMarketing Operations ProcessChannel 62 Degree1 DegreeConsistent part of the process. It must be optimized!