Virtual Marketing Innovation Summit Keynote
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Account-Based Marketing has grown and evolved tremendously over the past year, and technology is at the heart of it. The Marketing Innovation Summit kicks off with three heavy hitters: Peter Isaacson, CMO of Demandbase; Chris Golec, CEO of Demandbase; and Kevin Akeroyd, GM & SVP of the Oracle Marketing Cloud. They will discuss the current state of Account-Based Marketing and how technologies are evolving alongside and in support of the revolution.
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Virtual Marketing Innovation Summit Keynote
- 2. WELCOME TO THE ABM REVOLUTION! !
- 3. Why the heck are you spending your money advertising to me on the Detroit News web site? I am never going to buy your software. Love, Mom!
- 4. What! ! Are Still Plaguing! B2B Marketers?! 3 PROBLEMS! of site traffic is NOT from target accounts" 85%! of web visitors do NOT engage on web site" 80%! of visitors do NOT complete call-to-action" 97%!
- 5. “Account-Based Marketing” search interest!
- 6. Identify ABM as “Very Important” to their marketing efforts ! 87%!
- 8. Marketing Activities are Disconnected! Ads Social MAS Pipeline Email Web CRM Events Customer
- 10. The Future of ABM! • Media, web site, social, CRM interconnected and automated! ! • 100% subscription model that scales by account! ! • Spend and results measured at the account level ! ABM! System of! Record
- 11. Organize contacts into account objects for account-based nurturing! ! Account-Based Marketing Automation! Automated account data append for all Marketing Automation! Real-time append of account data to shorten forms! Behavioral Account Score! in partnership with:!
- 13. KEVIN AKEROYD! GM & SVP! ORACLE MARKETING CLOUD!
- 14. Oracle Confiden-al - Restricted 14 Oracle Confiden-al – Internal/Restricted/Highly Restricted Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | Marke&ng Drives B2B Customer Experience with Data Marke&ng Innova&on Summit for B2B Kevin Akeroyd GM & SVP Oracle Marke-ng Cloud
- 15. Oracle Confiden-al – Internal/ Restricted/Highly Restricted 15 The following is intended to outline our general product direc&on. It is intended for informa&on purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or func&onality, and should not be relied upon in making purchasing decisions. The development, release, and &ming of any features or func&onality described for Oracle’s products remains at the sole discre&on of Oracle. Safe Harbor Statement
- 16. B2B Marke&ng Sophis&ca&on Is Evolving Rapidly Oracle Confiden-al – Internal/Restricted/Highly Restricted 16 “In 2016, leaders will understand and an4cipate individual needs to deliver personalized experiences, sharply increasing their lead in the market.” The MarTech landscape has grown from 150 to 4,000 vendors since 2011. – ScoU Brinker, chiefmartec.com By 2017 the CMO will spend more on IT than the CIO – Laura McLellan, Gartner - Forrester Research A
- 17. Digital Marke&ng Is Now Marke&ng Oracle Confiden-al – Internal/Restricted/Highly Restricted 17 “As customers opt for digitally led experiences, digital marke4ng stops being a discrete discipline and instead becomes the context for all marke4ng. Digital marke4ng is now marke4ng in a digital world.” - Yvonne Genovese, Gartner
- 18. Of marketers have siloed teams and technologies by channels - eConsultancy 93% Marke>ng Agency EMAIL WEB SOCIAL MOBILE CONTENT SEARCH CREATIVE MEDIA Companies Lack Centralized Hub to Orchestrate Customer Interac&ons and Content Across Lifecycle
- 19. Oracle Confiden-al – Internal/Restricted/Highly Restricted 19 Email Landing Pages Mobile Web Social Direct Display Ads Search Mail Phone MARKETER CUSTOMER SUSPECT PROSPECT CUSTOMER ADVOCATE Acquire Interest Target Research Engage Evalua-on Convert Buy Target Own Engage Maintain Convert Expand The New Digital Funnel: A Cross-Channel Approach
- 20. Cross-Channel Across the Organiza&on Oracle Confiden-al – Internal/Restricted/Highly Restricted 20 Individual Target Experience Account Based Targe>ng Experience to
- 21. Oracle Confiden-al – Internal/Restricted/Highly Restricted 21 85% Of CMOs say fragmented data prevents cross-channel consistency. - CMO Club Greg Jones, Chicago Past Purchase: 1 Year SoXware License ANONYMOUS KNOWN Fragmented Data Translates to Bad Experiences
- 23. 23 Oracle Confiden-al - Restricted Content Is S&ll King Create Personalized Cross-Channel Engagements Through Persona Driven Content Strategy 23
- 24. Oracle Confiden-al – Internal/ Restricted/Highly Restricted 24 Marketers Who Deliver Reap Compe&&ve Advantage $57 – Less per acquired customer 23% Premium in terms of share of wallet, profitability Cost of Acquisi>on Reten>on Conversion $55 million to $1.6 billion annual improvement Sources: Forrester & Gallup
- 25. 25 Oracle Eloqua Campaign Canvas Integra>on The First ABM Solu&on for Marke&ng Automa&on ü Implement within marke-ng automa-on ü Execute account-specific campaigns ü Run account-based nurture campaigns for prospects and customers ü Accelerate conversion rates ü Drive more revenue from marke-ng qualified leads (MQLs)
- 26. 26 Account-Based Data Integra&on Demandbase Data Integra>on ü Append rich data and behavioral informa-on ü Join contacts to corresponding accounts ü Execute specific campaigns to parent accounts ü Extend lead scoring to include an account score ü Trigger campaigns and workflow by account score
- 27. 27 Demandbase Personaliza&on “You know me. You really know me.” ü Target Accounts ü Eliminate Long Forms ü Increase Account Conversion Solving the Anonymous to Known Conversion Problem
- 28. 28 Build an Ac&onable Customer Profile With Oracle’s Cross-Channel Marke-ng solu-on, you design marke-ng programs that start with each individual customer first Behaviors Sen>ment Preferences Ac>vi>es
- 29. 29 Sales and Marke&ng Alignment SALES MARKETING