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Science to the art of marketing fps final (no notes)

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Science to the art of marketing fps final (no notes)

  1. 1. Bringing Science to the Art of Marketing IBM’s Marketing Transformation Journey Pete Jakob IBM Brand Manager, UK & Ireland (Marketing Scientist) IBM
  2. 2. The marketing landscape has changed. <ul><li>Sources: </li></ul><ul><li>Yankelovich, </li></ul><ul><li>2010 IBM CEO Study </li></ul><ul><li>January 2009 “Marketing Technology Adoption 2009”, Forrester Research </li></ul>of people don't believe that companies tell the truth in advertisements 75% of CEOs picked “getting closer to the customer” as their top priority 88% of marketers plan to reorganize by the end of 2011 75%
  3. 3. I have 10,000 followers and can convince them all that your product is terrible I received a compelling competitive offer and am about to defect I always post positive reviews when I’m satisfied with products and service I expect your promotions to be relevant to me – not for things I never buy The web has moved from a network of content to a network of people who shape how your brand is perceived.
  4. 4. The role of the marketing leader is transforming To steward the end-to-end brand through customer interactions Traditional CMO Transformational CMO <ul><li>Agenda: </li></ul><ul><li>Deliver marketing results </li></ul><ul><ul><li>Understand the market and the customer </li></ul></ul><ul><ul><li>Build awareness and demand </li></ul></ul><ul><li>Steward the company’s brand experience </li></ul><ul><ul><li>Drive brand strategy and execution </li></ul></ul><ul><li>Agenda: Everything from yesterday plus : </li></ul><ul><ul><li>Drive relevant messages across all channels </li></ul></ul><ul><ul><li>Optimize marketing spend with engagement, affinity & demand </li></ul></ul><ul><ul><li>Anticipate customer needs </li></ul></ul><ul><ul><li>Steward the complete customer experience </li></ul></ul><ul><ul><li>Monitor & harness customer evangelism </li></ul></ul>
  5. 5. The future of marketing is also changing… Intuition driven “ Offline” Single channel Mass media blasts Selling Static Silo’ed Company Brand Product-Centric Reactive One-way Data driven Online & Offline Multi-channel; 24/7 Personalized 1:1 dialogue Anticipating & servicing Agile, dynamic Coordinated & deliberate Customers contribute to brand Customer experience-centric Predictive Interactive “ Traditional” Marketing Transformational Marketing
  6. 7. There are 7 key attributes present in best-practice for Response Nurturing and Lead Management Response Capture Responses Database Opportunity Nurture Acceptance Closed Business Qualification Lead Progression Nov 07 Key Chart #1 2. Single real-time view of all responses (Transparent) 4. Activity Scoring 5. Rules-based dialogue 3. Nurturing Offers aligned to buying cycle and prospect interests 6. Pass with full history into CRM system 1. Sales/Marketing SLA 7. Measurement System Response Nurturing Progression
  7. 8. IBM 2008 Marketing Context <ul><li>IBM Marketing Context </li></ul><ul><ul><li>B2B Marketing focus </li></ul></ul><ul><ul><ul><li>Long sales cycle </li></ul></ul></ul><ul><ul><li>200 Marketers in UK </li></ul></ul><ul><ul><ul><li>60 in Demand Generation </li></ul></ul></ul><ul><ul><li>Go to market via 13 programs </li></ul></ul><ul><li>New IBM Global Marketing leader </li></ul><ul><ul><li>Client agenda & client expectations </li></ul></ul><ul><ul><li>Integrated </li></ul></ul><ul><ul><li>More Scientific </li></ul></ul><ul><li>Technology Status </li></ul><ul><ul><ul><li>IBM Marketing technology fragmented </li></ul></ul></ul><ul><ul><ul><li>Spreadsheets! </li></ul></ul></ul><ul><ul><ul><li>Acquisitions had more sophisticated/integrated technology </li></ul></ul></ul><ul><ul><ul><li>Marketing Automation must be a fundamental component of our Marketing Transformation </li></ul></ul></ul>Nov 2008 Marketing Automation Vendor Selected (Unica) 2 Countries selected for first deployment (US and UK)
  8. 9. Wouldn’t it be Great if.. <ul><li>Campaigns were planned, executed, nurtured, adjusted and measured within a suite of integrated tools </li></ul><ul><li>We could re-use elements of campaign execution </li></ul><ul><li>Program Leaders could select audiences for their activities simply and directly </li></ul><ul><li>All marketing responses were captured in one place, quickly </li></ul><ul><li>Responses were passed automatically to the right people for follow up </li></ul><ul><li>Rich profiles were provided for follow-up calls (response history, Open Opportunities, etc) </li></ul><ul><li>The current status of responses being nurtured was visible </li></ul><ul><li>All the relevant campaign measures were visible via simple, visual dashboards </li></ul><ul><li>You had the opportunity to influence the design </li></ul>… Delivering Value from Marketing became Easier + + INSTRUMENTED INTERCONNECTED INTELLIGENT Feb 09 Key Chart #2
  9. 10. Unica Modules Deployed in IBM Cognos Dashboard Allows Database Marketers to design and execute end-to-end campaigns Manages email design and execution Unica Campaign Unica eMessage Allows Local Demand Programs Professionals to easily execute pre-designed campaigns Allows Lead Development Reps to efficiently manage proactive tele campaigns and reactive response follow-up Unica Leads Unica Collaborate Unica NetInsight <ul><li>Provides Web Analytics Deployed as separate IBM-wide project </li></ul><ul><li>Integration (2011) </li></ul><ul><li>Leads – Show LDR customer web activity </li></ul><ul><li>Campaign – Make customer web activity data available for use in campaign targeting </li></ul>Provides marketing planning, expense, revenue, and content management Provides Dynamic Digital Offers (Proof of concept) Future Scope Unica Planning <ul><li>Existing IBM Systems </li></ul><ul><li>Contact Database </li></ul><ul><li>Campaign Registration </li></ul><ul><li>Touch Management </li></ul><ul><li>CRM </li></ul><ul><li>Web Contact Systems </li></ul>Unica Interact
  10. 11. Marketing Automation Maturity Curve 12 Months 24 Months 18 Months 36 Months Time Deployment Starts Effectively Using Using across all Programs Leveraging Capability Achieving Expertise Business Results Growth in Marketing Generated Pipeline Continued Growth and Improved Quality Improved Campaign ROI Greater Yield and Profitability <ul><li>Faster execution </li></ul><ul><li>All responses captured </li></ul><ul><li>Automatic response routing to LDRs </li></ul><ul><li>Complete user adoption </li></ul><ul><li>100% utilization of nurture streams </li></ul><ul><li>LDRs embrace lead progression </li></ul><ul><li>Real-time adjustment of campaigns </li></ul><ul><li>Behavioral data drives nurture design </li></ul><ul><li>Delivering dynamic content </li></ul><ul><li>Advanced marketing skills </li></ul><ul><li>Response-drive marketing </li></ul><ul><li>Marketing to Individuals </li></ul><ul><li>Lights out automation </li></ul>
  11. 12. UK is Fully Deployed 2011: From Deployment to Proficiency <ul><li>All programs executing in Unica </li></ul><ul><li>All tele teams managing responses in Unica </li></ul><ul><ul><li>All internal teams </li></ul></ul><ul><ul><li>Acquisition LDR teams </li></ul></ul><ul><ul><li>External agencies </li></ul></ul><ul><li>Centralising much of Unica execution </li></ul><ul><li>Post-Deployment projects </li></ul><ul><ul><li>Response Management </li></ul></ul><ul><ul><li>Database enhancement </li></ul></ul><ul><ul><li>Content management </li></ul></ul><ul><ul><li>Campaign Planning </li></ul></ul>
  12. 13. Success: Realtime access to campaign performance
  13. 14. Success: Improved execution and responsiveness Response handling created Landing page URL created Transactional Landing page & email created Assets syndicated Results reporting Responses loaded into Siebel Transactional email sent Pre-Unica 20 days 10 days 21-28 days Weekly 7 days 60 days Executing in Unica 1 hour 1 hour Daily 1 hour 1 hour Business Impact: Faster Follow-up on Responders From Days to Hours with Automation!
  14. 15. Success – Improved engagement via eNurturing (eg CEO Study) <ul><li>2x Open Rate and 3.5x Click Thru rate compared with standard emails </li></ul><ul><li>30 Nurtures in place across programmes </li></ul>Touch 1 Touch 3 Touch 2 CDPM 22 January 2011 Industry POV Video Assessment Tool Touch 2 Touch 3 Touch 1
  15. 16. My Learnings <ul><li>There needs to be an Agenda for change </li></ul><ul><li>Transformation is so much more than technology </li></ul><ul><ul><li>But unlikely to be delivered without technology </li></ul></ul><ul><li>Transformation is tough and constant </li></ul>Skills P r ocess & Tools Roles Marketing Transformation
  16. 17. We are building an integrated marketing approach Deep Customer Insight Consistent, Compelling Brand & Customer Experience Optimized Cross-Channel Marketing Processes Integrated Marketing Solution
  17. 18. <ul><li>Analytics </li></ul><ul><li>Master data management </li></ul><ul><li>Campaign & lead management </li></ul><ul><li>Automated eNurture </li></ul><ul><li>Measurement & dashboards </li></ul><ul><li>Business process outsourcing </li></ul><ul><li>Social Media Outreach </li></ul><ul><li>e-Commerce </li></ul><ul><li>Outstanding web presence </li></ul><ul><li>Better segmentation & targeting </li></ul><ul><li>Competitive differentiation </li></ul><ul><li>Increase customer acquisition at lower cost </li></ul><ul><li>Increase customer loyalty / profitability </li></ul><ul><li>Consistent multi-channel experience </li></ul><ul><li>Greater loyalty & satisfaction </li></ul>An integrated marketing solution combines a range of capabilities to deliver the benefits and outcomes the business needs.
  18. 19. How do you start? Begin with a project that quickly delivers business value and ROI… Automate specific marketing processes <ul><li>Build and nurture high-quality sales leads to increase revenue </li></ul><ul><li>Limit time spend on low-value opportunities </li></ul>Enhance online and social experience <ul><li>Improve the effectiveness of Web channels </li></ul><ul><li>Increase customer satisfaction </li></ul>Build customer intelligence <ul><li>Increase customer understanding </li></ul><ul><li>Improve sales effectiveness </li></ul>