Keynote presentation at the 2011 SCORE conference - covers marketing trends & emerging B2B sales & marketing alignment.

1. From “Me” to “You” Best-in-Class CEM Strategies that Drive Acquisition, Retention, Growth & WinBack Andrew Boyd, PhD President, Aberdeen Group, a Harte-Hanks Company

5. STATE OF THE MARKET

6. General State of the Profession

7. Top (2) Marketing Priorities (n = 1462)

8. Marketing Priorities – Responding to Economic Pressure (n= >1300)

9. The History of (Most) Marketing Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me Me You Me Me Me Me Me Me

10. What the Customer Hears… Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy How can I help you? Buy Buy Buy Buy Buy Buy You Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy Buy

11. Acquisition Retention Growth Winback

12. Marketing in “You” Terms Sure, I’ll try it! It’s really good, I think I’ll use it some more You should try it too! They’re really good, I’m going back to them.

15. Aberdeen’s Methodology End-User Investigation: PACE P A C E P ressures: External and internal forces that impact an organization’s market position, competitiveness, or business operations. A ctions : The strategic approaches that an organization takes in response to industry pressures. The business competencies (organization, process, etc…) required to execute corporate strategy. C apabilities: E nablers: The key technology solutions required to support the organization’s business practices.

16. Aberdeen Maturity Class Framework Selected Performance Criteria (KPI) Change in Annual Revenue Total Respondents As of 09/30/10: 453 - Top 20% - Middle 50% - Bottom 30% Respondents are scored individually across KPIs Best-in-Class Industry Average Laggard Marketing’s Contribution to Sales Forecasted Pipeline

20. Pressures

21. Strategic Actions management process 18% 24% 38% 23% 26% 33% 23% 28% 50% 0% 10% 20% 30% 40% 50% 60% Adopt or enhance a multi-channel marketing strategy Establish or refine the lead Tightly align marketing activities to specific sales objectives and goals Number of respondents, n=453 Best-in-Class Industry Average Laggards

22. Process & Organizational Capabilities 26% 38% 38% 42% 48% 49% 60% 62% 64% 0% 20% 40% 60% 80% Well-defined process for tracking and measuring marketing results Process for disseminating results from marketing campaigns to key decision makers Dedicated Marketing Operations staff Number of respondents, n=453 Best-in-Class Industry Average Laggards

23. Knowledge & Performance Management Capabilities 48% 33% 41% 60% 54% 58% 68% 71% 72% 0% 20% 40% 60% 80% Process to monitor marketing costs/budget Regular communications with customers to ascertain needs Ready access to marketing campaign strategy / business plan information Number of respondents, n=453 Laggards Industry Average Best-in-Class

24. Top Technology Enablers 26% 54% 59% 69% 34% 54% 67% 72% 47% 65% 76% 84% 0% 20% 40% 60% 80% 100% Campaign management software Web Analytics solution Customer Relationship Management or Sales Force Automation Email Marketing Number of respondents, n=453 Laggards Industry Average Best-in-Class

25. Additional Best-in-Class Findings – Level of Collaboration 100% 68% 59% 57% 54% 47% 43% 36% 36% 34% 0% 40% 80% Business and organizational goals of Sales and Marketing are aligned and well understood Mutual understanding of lead management activities by both Marketing and Sales Sales and Marketing agree to a common definition of a qualified lead Number of respondents, n=453 Best-in-Class Industry Average Laggards

28. WRAPPING UP

29. The Secret Formula* for Marketing Success 10(You) + √ Me = Us * Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense. Not a real formula. Formula should not be used to measure marketing success. In fact, you really should just use commons sense.

30. 10(You) + √Me = Us You You You Us You You Me Us You You Us You You You You You You Us You You Us Us Me You You You You

32. QUESTIONS? Andrew Boyd, PhD President, Aberdeen Group [email_address] 617-854-5320