Modern Marketing: Three Key Best Practices for the Journey

@MKTForum @richmondevents #MKTF17 #MKTForum
The Marketing Forum
Fred Isbell, Senior Marketing Director, SAP Global Marketing
LinkedIn www.linkedin.com/in/fred-isbell-903827/
@Twitter fmisbell
The Art & Science of Modern Marketing:
Three Key Best Practices for the Journey

• Digital transformation, widespread innovation and Marketing
Technology (MarTec) have fundamentally transformed marketing
• The modern marketer must combine art and science to meet the
evolving needs of the services marketplace, including thought
leadership and storytelling, insights-driven marketing and analytics and
innovative digital events and Webinars
• We’ll address new requirements, the skills of a successful modern
marketer and define key best practices and present real-world
examples and experiences in key areas of modern marketing
The Art & Science of Modern Marketing:
Three Key Best Practices for the Journey

About Fred Isbell
• Senior Marketing Director and BMO Lead, SAP Digital
Business Services and SAP HEC Marketing
• Senior Director NA Marketing and Head of Services
Marketing 2004-2012
• Director SAP North America Field Marketing and SMB
Channels Marketing 2000-2004
• Solutions, Internet and Services Marketing Compaq and
Digital Equipment Corporation (DEC) 1988-2000
• Senior Consultant, Burke Marketing Services and IRI 1985-
1988
• BA Economics & Political Science Yale and MBA Marketing
Duke Fuqua School of Business; Fuqua Scholar and recipient
of 2015 Fuqua Alumni Exemplary Leadership Award

Change is Everywhere
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com
Source:

• Modern Marketing
• Three Key Best Practices of Modern
Marketing:
✓ Thought Leadership
✓ Digital Marketing and the Modern Webcast
✓ Marketing Analytics and Performance
Management
• Summary, Discussion & Q&A
Agenda

Modern Marketing
Modern Marketing is:
• Strategic
• Driven by data and insights
• Combines left and Right Brain
skills
• Aligned with Sales
• Agile (like modern software
development methodology)
• Leverages Marketing
Technology (MarTec) and
Marketing Automation
Platforms (MAP)
The Art and Science of Modern Marketing

The Importance of Story Telling
• Good storytelling helps cut though the clutter
and overload of information
• Storytelling is classic “showing” rather than
“telling” and has a personal element to it that
is linked to the persona of the target audience
• You tell the audience the story you want them
to hear – not relying upon them to piece
together the elements of the story
• You build a narrative told by you in a coherent
and compelling narrative
• Use the “Pixar format” – a setup, a challenge
and a resolution
Pixar’s Andrew Stanton TED Talk on Storytelling:
https://www.ted.com/talks/andrew_stanton_the_clues_t
o_a_great_story?language=en
Story Telling Infographic:
http://nurturenow.lookbookhq.com/2016-
nurture-touch-4/infographic

Thought Leadership Two-Minute Drill
Thought Leadership Sits at the Pinnacleof a
SuccessfulContent Marketing Strategy
Source:Forrester 2013
“Thought leadership is not a one man
show .. it is a virtual team and not a formal
organizational structure”
Thought leadership takes a teamof the best
minds in the organization(andbeyond)
Source:Sirius Decisions
Develop a Thought LeadershipPlatform
Source:Forrester
SAPPrograms Model IDC Buyers Journey ForresterCustomerLifeCycle
Thought Leadership is great storytelling delivered
across the buyers journey and customer lifecycle
w/ focus earlyon and mostly in a digital and/or
off-line format
▪ Definition: A thought leader
is an individual or firm that is
recognized as an authority in
a specialized field and whose
expertise is sought and often
rewarded
▪ Timing: Tied to the
awareness and consideration
phase of the Buyer’s Journey
and (sometimes) pre-
demand generation and
always before purchase
phase
▪ Format: Usually Before a
prospect or customer
engages a sales person, and
often digital in format
Thought Leadership maturityvaries from organization to
organization and is dynamicand consistently evolving; SAP
is on the upper-end of Thought Leadership maturityin our
industry along with IBM, CISCO, and others
ITSMAThought
Leadership
Maturity
Model
“The purpose and process of thought leadership is widely misunderstood
and misapplied, causing mixed results”
-- SiriusDecisions

The “Secret Sauce” -- Understand Buyers Personas
Defining buyer personas helps drive customer-centric innovation and go-to-market strategy
Understand both New and Understood Buyer Personas and develop insights that drive and inform other activities, including
messaging development, campaign design, content strategy and defining market requirements for product/solutions innovation
Source: Sirius Decisions

Thought Leadership & The Digitalist
• SAP platform for Thought
Leadership and Executive Research
• BLOG contributions from internal
and external thought leaders
• Executive Quarterly tablet
magazine
• Executive Research including white
papers, infographics and more
• All shared & promoted through
social media marketing
• Nearly 4M page views YTD, nearly
1M unique visitors
• Average of 10 new BLOGs/day,
56% non-SAP customers, 24%
senior audience (VP/SVP/CxO)

Digital Marketing & The Modern Webcast

Modern Webinar Best Practices
• External analyst/subject matter expert, company
expert and customer is the “perfect storm”
• Webcast lobby/console and emails reflect your brand
• Panel approach reflects “modern marketing webcast”
approach
• Avoid “death by PPT” at all costs
• Time spent in preparation (moderators guide) is well
spent
• Incorporate BLOG and Social Media promotions
• Promote and re-purpose on-demand replays
• Follow-up from Tele-inside marketing with brief on-
demand enablement
In Search of the Perfect Storm:SAP
Digital Business Services Marketing
Thought Leadership Webinars
ON24 Webinar World Keynote March 2017
SAP Digitalist BLOG: Confessions Of A Webcast King:
Modern Marketing, Webinars, And The Future Of Digital
Marketing

• 60% of content created by the
world’s leading 1,500 brands is
“just clutter,” defined as “poor,
irrelevant or fails to deliver
• 71% correlation between brands
that create meaningful content
and business results
• “Exponentially increasing
volumes of content intersect our
limited human capacity to
consume it.”
• Promotable Cascade of Content
(IDC)
Source: Havas Media Meaningful
Brands Study 2017, IDC 2017
Making your Digital Content “Snack Size” and Consumable
Source: Introducing the
Promotable Cascade of
Content: A Practical Way to
Make Marketing Content
Work Smarter, IDC 2017
Promotable Cascade of Content

• Modern Marketing is Fundamentally
Digital
• “It is not about doing ‘digital marketing’, it
is about marketing effectively in a digital
world.”
-- Ivan Menezes, CEO Diageo
• Emergence of the Chief Digital Officer,
what McKinsey calls the “Transformer in
Chief”
• New required skills and channels
• Mobile-enabled access for content but
allow for off-line access too
Embrace and Extend Digital and Social
Media/Marketing into Everything

“IT Leadership for the Next
Phase of Digital
Transformation” Webinar:
✓ Panel and Conversation
✓ Not “death by
PowerPoint”
✓ Moderated plus open
Q&A
✓ “Perfect Storm” of
company expert, external
analyst and customer
perspective
✓ Proper Planning Prevents
Poor Performance
The Perfect Storm: Thought Leadership Webcast Series

Marketing Analytics & Performance Management

Big Data and Analytics
Key Issues and Topics:
• Navigating the Data and
Information Explosion
• Business Intelligence
• Rise of the Information Worker
• Real-Time Information Access
• Big Data on top of Next-
Generation In-memory Database
Technology is the new “Killer
App”
• Dashboards & Predictive Analytics
• “Brave New World” of Sports

The Brave New World of Data Sciences (The Geeks Won!)
Data Sciences is:
• The extraction of knowledge from data
• Employs techniques and theories drawn from
many fields within the broad areas of
mathematics, statistics, information theory and
information technology
• Data Scientists investigate complex problems
through expertise in disciplines within the fields
of mathematics, statistics, and computer
science
• A Data Scientist will most likely be expert in only
one or at most two of these areas and merely
proficient in the other(s)

▪ Uses statistical techniques to find patterns
in data – combinations of characteristics
and behaviors – to make predictions. In a b-
to-b marketing, the terms “propensity
modeling” and “predictive lead scoring” can
be used interchangeably
▪ A powerful tool for identifying and
prioritizing likely buyers
▪ When used in conjunction with other
techniques (e.g. relative targeting), provides
a clearer view of the addressable market
and a better way to judge the opportunities
within it
Propensity Modeling and Predictive Analytics
Source: An Introduction to Propensity Modeling
SiriusDecisions 2017
Propensity Modeling

• SAP Enterprise Analytics Store – reporting in a searchable
secure e-commerce like environment, reporting matched
to data and powered by SAP HANA
• SAP WEBI Reporting – Predefined Reports for specific
focus areas and businesses powered by SAP HANA
• SAP Business Objects Explorer – Ad-Hoc access to data
with exportable charts and graphs via Excel powered by
SAP HANA
• SAP Propensity Models – pre-defined models based upon
predictive analytics and historical data, for specific
solutions with output on deciles of customers, to be
applied/matched to segmentation and customer data
• SAP JAM – cloud-based repository for reporting assets,
tools and data and reporting definitions
SAP Marketing Reporting and Analytics, Performance Management and
Predictive Analytics: SAP Services and SAP HEC Marketing

Summary: Key Elements of “Modern Marketing”
Source: SiriusDecisions

No Marketer Is An Island: Be your own CMO of
Modern Marketing
▪ The Thought Leader
▪ The Growth Hacker (“Demand Gen CMO”)
▪ The Product Marketer
▪ The Brand Marketer
▪ The Strategist
▪ The Culture Builder
▪ The All-Around Athlete (The “ideal modern
CMO”)
“Today’s CMOs must be both a brand pioneer, analytics
warrior, and an operator. They must be both right-
brained and left-brained. Plus, because they are usually
the face of the brand, they must also have strong
presentation skills and be exceptional at building
teams”
Source: No Marketer Is An Island: Meet The 7 Personas Of The
Modern CMO, cmo.com April 2017
The 7 Personas Of The Modern CMO!

Thank you.
Fred Isbell
Senior Marketing Director
SAP Global Marketing
E: fred.isbell@sap.com
M: 617-510-5063
Twitter: Fmisbell
Facebook: Fred M Isbell
Linked In: www.linkedin.com/pub/fred-isbell/0/827/903Edit

Modern Marketing: Three Key Best Practices for the Journey

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