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

Bringing Science to the Art of Marketing IBM’s Marketing Transformation Journey Pete Jakob IBM Brand Manager, UK & Ireland (Marketing Scientist) IBM

The marketing landscape has changed. ,[object Object],[object Object],[object Object],[object Object],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%

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.

The role of the marketing leader is transforming To steward the end-to-end brand through customer interactions Traditional CMO Transformational CMO ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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

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

IBM 2008 Marketing Context ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Nov 2008 Marketing Automation Vendor Selected (Unica) 2 Countries selected for first deployment (US and UK)

Wouldn’t it be Great if.. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],… Delivering Value from Marketing became Easier + + INSTRUMENTED INTERCONNECTED INTELLIGENT Feb 09 Key Chart #2

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 ,[object Object],[object Object],[object Object],[object Object],Provides marketing planning, expense, revenue, and content management Provides Dynamic Digital Offers (Proof of concept) Future Scope Unica Planning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Unica Interact

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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

UK is Fully Deployed 2011: From Deployment to Proficiency ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Success: Realtime access to campaign performance

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!

Success – Improved engagement via eNurturing (eg CEO Study) ,[object Object],[object Object],Touch 1 Touch 3 Touch 2 CDPM 22 January 2011 Industry POV Video Assessment Tool Touch 2 Touch 3 Touch 1

My Learnings ,[object Object],[object Object],[object Object],[object Object],Skills P r ocess & Tools Roles Marketing Transformation

We are building an integrated marketing approach Deep Customer Insight Consistent, Compelling Brand & Customer Experience Optimized Cross-Channel Marketing Processes Integrated Marketing Solution

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],An integrated marketing solution combines a range of capabilities to deliver the benefits and outcomes the business needs.

How do you start? Begin with a project that quickly delivers business value and ROI… Automate specific marketing processes ,[object Object],[object Object],Enhance online and social experience ,[object Object],[object Object],Build customer intelligence ,[object Object],[object Object]

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

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