The Changing Marketing Software Landscape

Webcast:
The Changing Marketing Software
Landscape

March 22, 2012

Today’s Speakers

Dan Smith, SVP Marketing Suresh Vittal, VP
ClickSquared Forrester

@dsmithC2 @sureshvittal
2 © 2012 Forrester Research, Inc. Reproduction Prohibited
2

ClickSquared at a Glance
Background • Founded in 1999. Headquartered in Boston, MA
• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)
• 160 total employees
What We Do • ClickSquared helps marketers acquire, engage, convert, grow and retain
customers by providing the tools, analytics, expertise and technology to
make smarter marketing decisions.
Value We Generate  We enable greater prospect conversion, increased customer retention,
improved cross sell rates, enhanced loyalty and higher customer value
Why ClickSquared? • Broadest channel delivery capabilities, enterprise-class campaign
management tools, unique multi-audience database support, embedded
analytics, industry expertise, packaged programs and value-add marketing
services
Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,
management, execution and measurement of their marketing programs.
• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,
East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One
Bank and The Boston Celtics

3

The Changing Marketing Software
Landscape
Suresh Vittal, Vice President & Practice Leader –
Customer Intelligence

March 22, 2012
2009

Agenda

Trends affecting marketers today

Marketing technology buying trends

The marketing technology landscape


We have entered the “Age of the Customer”

Source: June 2011, “Competitive Strategy In The Age Of The Customer” Forrester report

You want to compete? Get customer obsessed!

 Nimble, emphasizing speed over strength
 Flexible, valuing versatility over lock-in
 Global, embracing worldwide supplies, demands, and markets
 Smart, providing information-rich services over dumb products or
transactions


Customer obsession: a definition
A customer-obsessed company focuses its
strategy, its energy, and its budget on
processes that enhance knowledge of and
engagement with customers and prioritizes these
over maintaining traditional competitive barriers.


1. The Splinternet.


2. Spend shifting online.


3. Figuring out social media.


4. Mobile.


5. Empowered consumers.


7. Data explosion.


8. Technology is core.


Agenda





Five buying groups emerge with distinct needs
Focus on all aspects of
Marketing marketing. Key areas include All functional areas are
leadership measurement, strategy and equally important
marketing optimization

Focus on building the brand and Interested in brand
creating compelling brand measurement, asset
Brand marketers content. Work with agencies, mgmt, creative design
media buying firms, and creative
shops

Interested in analytics,
Relationship Emphasize customer insight campaign management,
marketers development and d2c segmentation and offer
communications management

Interested in finance
Central organization that management, collaboration,
Marketing focuses on budgets, processes, production and fulfillment
operations vendor relationships, and management, and asset
fulfillment. management

Interactive Focus on interactive and emerging Web analytics, search,
media strategy email, ad targeting, and
Marketers
optimization

Marketing budgets fund technology spend

Source: April 2011 “Understanding The Marketing Technology Buying Process” Forrester report

Marketing is an active participant in technology
selection


Costs heavily influence technology selection


Business case makes it a hard sell internally

Base: 137 Global Customer Intelligence professionals


Lower costs and reduced dependence on IT drive
outsourcing

Source: March 2009 “Understanding The Marketing And IT Relationship” Forrester report

Outsourcing is a popular option for all companies


Outsourcing decisions are driven by cost


Look for technology and integration expertise in
outsourcing partners


Agenda





Acquisitions add to the challenges facing Customer
Intelligence professionals

Source: July 2011 “Acquisitions: Another Disruptive Force For Marketing Technologists” Forrester report


The major categories of marketing technology
software remain the same

Source: February 2012 “Revisiting The Enterprise Marketing Software Landscape” Forrester report


But there is increasing convergence in marketing
management solutions



The enterprise marketing platform has four primary
categories

Enterprise marketing platform
Example vendors: Aprimo, IBM, Infor, Neolane, Oracle, SAP, SAS
Marketing management Brand management Relationship marketing Online marketing
Capabilities: Capabilities: Capabilities: Capabilities:
• Performance • Collaboration • Campaign management • Email, mobile, and social
management • Marketing resource • Segmentation • Web analytics
• Plan and calendar management • Predictive modeling • Web interaction
• Budget management • Marketing asset • Lead management optimization
• Marketing mix modeling management • Event-based marketing • Ad targeting and
• Forecasting • Distributed marketing audience buying
Example Vendors: Example Vendors: Example Vendors: Example Vendors:
Accenture, Hudson River Adam Software, Alterian, ClickSquared, Adobe, ClickSquared,
Group, Marketing BrandMaker, Direxxis, Conversen, Eloqua, Entiera, ExactTarget, HP
Evolution, Marketing Distribion, Orbis Software, Pitney Bowes (Autonomy), IBM
Management Analytics, Saepio (Coremetrics), Responsys,
ThinkVine X Plus One



Management: Process & planning

 Marketing performance systems align marketing
investments to objectives and performance.
 Marketing resource management systems create
a central location for defining marketing
objectives, planning and related processes.

Marketing management technologies:
Marketing management technologies:
•Improve marketing efficiency
•Improve marketing efficiency
•Lack analytics and performance management capabilities
•Lack analytics and performance management capabilities
•Will be delivered as features of larger enterprise application
•Will be delivered as features of larger enterprise application


Brand: Collaboration & creative

 Digital asset management solutions manage the
creation, management, and distribution of rich
media assets.
 Larger players from the enterprise content
management, digital asset management, and
distributed marketing have begun to position
themselves in this space.

Brand management technologies:
Brand management technologies:
•Manage the marketing assets within and beyond the corporate office
•Manage the marketing assets within and beyond the corporate office
•Fail to help marketers understand asset performance
•Fail to help marketers understand asset performance
•Will be subsumed by marketing management vendors
•Will be subsumed by marketing management vendors


Relationship: Analytics and campaign management

 Campaign management and marketing
automation systems enable the targeting and
selection of customers for direct marketing
campaigns.
 Business intelligence tools support targeting,
segmentation, and predictive analysis of
customer behaviors.

Relationship marketing technologies:
Relationship marketing technologies:
•Provide campaign automation and analytics capabilities
•Provide campaign automation and analytics capabilities
•Must deliver flexible delivery models — on-premises, on-demand, and
•Must deliver flexible delivery models — on-premises, on-demand, and
hybrid options — and facilitate easier customization
hybrid options — and facilitate easier customization
•Will struggle to reach new generation of marketers
•Will struggle to reach new generation of marketers


Integrated marketing process through cross-channel
campaign management



Interactive: Online outreach and optimization

 Web analytics applications track website activity
and interactive programs centered on the
website.
 Web interaction optimization tools employ
statistical testing methodologies to improve the
relevance of content and offers.

Online marketing technologies:
Online marketing technologies:
•Support online marketing activities including web analytics, messaging, ad
•Support online marketing activities including web analytics, messaging, ad
and audience management and web interaction optimization
and audience management and web interaction optimization
•Must move to offer broader, analytically capable suites
•Must move to offer broader, analytically capable suites
•Will consolidate into online marketing suites even as diversification
•Will consolidate into online marketing suites even as diversification
continues
continues

Application Delivery Models

On Premise

Managed

Appliance

Hosted

SaaS

Cloud


Trends in marketing technology spend

1. SAAS solutions gain in popularity

2. This isn’t just limited to the mid-enterprise market

3. Service providers and SIs are heavily involved in deploying and managing
technology

4. Online marketers are starting to invest in marketing technology

5. As Content, Commerce, Customer, and Collaboration start to converge

6. Few marketers want to rip and replace existing technologies

7. Delivering a web of capabilities through an integration layer becomes critical

8. Modular capabilities that run on any platform and delivered by multiple providers is
an emerging consumption model


ClickSquared’s Cross-Channel Marketing Hub
Cross-Channel Campaign Management in the Cloud

 Intuitive
 Easy-to-use, integrated interface for easy
training and day-to-day efficiencies
 Streamlined
 One common interface for cross-channel
analysis, discovery, campaign design,
channel execution and reporting
 Interactive
 Visual selection for easy targeting &
selection
 Automated
 Triggered campaigns
 Multi-wave, cross-channel campaigns

 Actionable
 Interactive dashboards provide insight across all execution channels

38

Questions?


Thank you

Suresh Vittal Dan Smith
+1 617.613.6097 +1 857.246.7614
svittal@forrester.com dsmith@clicksquared.com
Twitter: @sureshvittal Twitter: @dsmithC2

www.forrester.com www.clicksquared.com

© 2009 Forrester Research, Inc. Reproduction Prohibited

41

The Changing Marketing Software Landscape

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