Digital transformation, widespread innovation and Marketing Technology (MarTec) have fundamentally transformed marketing. The modern marketer must combine art and science to meet the evolving needs of the services marketplace, including thought leadership and storytelling, insights-driven marketing and analytics and innovative digital events and Webinars. We’ll address new requirements, the skills of a successful modern marketer and define key best practices and present real-world examples and experiences in key areas of modern marketing.

2. The Art & Science of Modern
Marketing: Three Key Best
Practices for the Journey
Fred Isbell
March 2018

3. Fred Isbell
Senior Marketing Director and BMO Lead SAP Global Marketing
▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP
HEC Marketing
▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012
▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004
▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment
Corporation (DEC) 1988-2000
▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988
▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of
Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award

4. Fred Isbell
Senior Marketing Director and BMO Lead SAP Global Marketing
▪ Senior Marketing Director and BMO Lead, SAP Digital Business Services and SAP
HEC Marketing
▪ Senior Director NA Marketing and Head of Services Marketing 2004-2012
▪ Director SAP North America Field Marketing and SMB Channels Marketing 2000-2004
▪ Solutions, Internet and Services Marketing Compaq and Digital Equipment
Corporation (DEC) 1988-2000
▪ Senior Consultant, Burke Marketing Services and IRI 1985-1988
▪ BA Economics & Political Science Yale, MBA Marketing Duke Fuqua School of
Business; Fuqua Scholar and 2015 Fuqua Alumni Exemplary Leadership Award

5. Agenda
▪ Modern Marketing
▪ Three Key Best Practices of Modern Marketing:
✓ Thought Leadership
✓ Digital Marketing and the Modern Webcast
✓ Marketing Analytics and Performance Management
▪ Summary, Discussion & Q&A

6. Modern Marketing

7. Change Is Everywhere
Source: Scott Brinker @chiefmartec
http://www.chiefmartec.com

8. Modern Marketing
▪ Increasingly Strategic
▪ Driven by Data and Insights
▪ Combines Left- and Right- Brain Skills
▪ Aligned with Sales
▪ Agile (like modern software development
methodology)
▪ Leverages Marketing Technology (MarTec)
and Marketing Automation Platforms (MAP)
The Art and Science of Modern Marketing

9. Thought Leadership

10. The Importance of Storytelling
▪ Cuts though the clutter and overload of information
▪ Classic “showing” rather than “telling”
▪ Personal element(s) linked to the persona of the target audience
▪ Tell the audience the story you want them to hear — not relying upon
them to piece together the elements of the story
▪ You build a narrative told by you in a coherent and compelling narrative
▪ Use the “Pixar format” — a setup, a challenge and a resolution
Story Telling Infographic:
http://nurturenow.lookbookhq.com/2016-nurture-touch-4/infographic
Pixar’s Andrew Stanton TED Talk on Storytelling:
https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en

11. Thought Leadership Two-Minute Drill
▪ Definition: A thought leader is an individual
or firm that is recognized as an authority in a
specialized field and whose expertise is
sought and often rewarded
▪ Timing: Tied to the awareness and
consideration phase of the Buyer’s Journey
and (sometimes) pre-demand generation and
always before purchase phase
▪ Format: Usually Before a prospect or
customer engages a sales person, and often
digital in format
Thought Leadership sits
at the Pinnacle of a
Successful Content
Marketing Strategy
Thought Leadership
takes a team of the best
minds in the
organization (& beyond)
Develop a Thought
Leadership Platform
SAP Programs
Model
IDC Buyers
Journey
Forrester
Customer Life
Cycle
Thought Leadership is great
storytelling delivered across the
buyers journey and customer lifecycle
w/ focus early on and mostly in a
digital and/or off-line format
Source: ForresterSource: Forrester
“Thought leadership is not a one man show .. it is a virtual team and not a formal organizational structure”
Source: Sirius Decisions
Thought Leadership maturity varies from
organization to organization and is dynamic
and consistently evolving; SAP is on the upper-
end of Thought Leadership maturity in our
industry along with IBM, CISCO, and others
ITSMA Thought
Leadership
Maturity
Model
“The purpose and process of Thought Leadership is widely misunderstood
and misapplied, causing mixed results”
- SiriusDecisions

12. The “Secret Sauce” – Understand
Buyers Personas
Understand both New and Understood Buyer Personas and develop insights that drive and
inform other activities, including messaging development, campaign design, content
strategy and defining market requirements for product/solutions innovation
Defining buyer personas helps drive customer-centric innovation and go-to-market strategy

13. Thought Leadership & the Digitalist
▪ SAP platform for Thought Leadership and Executive
Research
▪ BLOG contributions from internal and external thought
leaders
▪ Executive Quarterly tablet magazine
▪ Executive Research including white papers,
infographics and more
▪ All shared & promoted through social media marketing
▪ Nearly 4M page views YTD, nearly 1M unique visitors
▪ Average of 10 new BLOGs/day, 56% non-SAP
customers, 24% senior audience (VP/SVP/CxO)
www.digitalistmag.com

14. Digital Marketing &
the Modern Webcast

15. Modern Webinar Best Practices
▪ External analyst/subject matter expert, company
expert and customer SMEs is the “perfect storm”
▪ Webcast lobby/console and emails reflect your brand
▪ Panel approach reflects “modern marketing webcast”
▪ Avoid “death by PPT” at all costs
▪ Time spent in preparation (moderators guide) is
indeed time well spent
▪ Incorporate BLOG and Social Media promotions
▪ Promote and re-purpose on-demand replays
▪ Follow-up from Tele-inside marketing with brief on-
demand enablement
In Search of the Perfect Storm:
SAP Digital Business Services
Marketing Thought Leadership
Webinars
ON24 Webinar World Keynote March 2017
SAP Digitalist BLOG: Confessions Of A Webcast King:
Modern Marketing, Webinars, And The Future Of Digital
Marketing

16. Make Your Digital Content “Snack Size”
& Consumable
▪ 60% of content created by the world’s leading
1,500 brands is “just clutter,” defined as “poor,
irrelevant or fails to deliver
▪ 71% correlation between brands that create
meaningful content and business results
▪ “Exponentially increasing volumes of content
intersect our limited human capacity to
consume it.”
▪ Promotable Cascade of Content (IDC)
Source: Havas Media Meaningful Brands Study, IDC 2017
Source: Introducing the
Promotable Cascade of
Content: A Practical Way to
Make Marketing Content
Work Smarter, IDC 2017
Promotable
Cascade of
Content

17. Embrace and Extend Digital and Social
Media/Marketing into Everything You Do
▪ Much of Marketing is now
Fundamentally Digital
▪ “It is not about doing ‘Digital Marketing’,
it is about marketing effectively in a
digital world.”
- Ivan Menezes, CEO Diageo
▪ Emergence of the Chief Digital Officer, what
McKinsey calls the “Transformer in Chief”
▪ New required skills and channels
▪ Mobile-enabled access for content but allow
for off-line access too

18. The Perfect Storm: Thought Leadership
Webcast Series
▪ Panel and Conversation
▪ Not “death by PowerPoint”
▪ Moderated plus open Q&A
▪ “Perfect Storm” of
company expert, external
analyst and customer
perspective
“IT Leadership for the Next Phase of
Digital Transformation” Webinar:

19. Marketing Analytics and
Performance Management

20. Big Data and Analytics
▪ Navigating the Data and Information Explosion
▪ Business Intelligence
▪ Rise of the Information Worker
▪ Real-Time Information Access
▪ Big Data on top of Next-Generation In-memory Database
Technology is the new “Killer App”
▪ Dashboards & Predictive Analytics
▪ “Brave New World” of Sports
Key Issues and Topics:
Mr. Data
Brent Spiner
Edward Tufte is a statistician, artist, and
Professor Emeritus of Political Science, Statistics
and Computer Science at
Yale University
Napoleon's March – from
“Visual display Of
Quantitative Information”
“Father of BI”
Howard Dresner

21. The Brave New World of Data Sciences
(The Geeks Won!)
▪ The extraction of knowledge from data
▪ Employs techniques and theories drawn from many
fields within the broad areas of mathematics, statistics,
information theory and information technology
▪ Data Scientists investigate complex problems through
expertise in disciplines within the fields of
mathematics, statistics, and computer science
▪ A Data Scientist will most likely be expert in only one
or at most two of these areas and merely proficient in
the other(s)
Data Sciences is:
SAP Digitalist BLOG: The Geeks Won: The
Rise Of Marketing Analytics, Performance
Management, And Data Science

22. Propensity Modeling and
Predictive Analytics
▪ Propensity Modeling uses statistical techniques to find
patterns in data — combinations of characteristics and
behaviors — to make predictions. In a b-to-b marketing,
the terms “propensity modeling” and “predictive lead
scoring” can be used interchangeably
▪ Propensity modeling is a powerful tool for identifying and
prioritizing likely buyers
▪ When used in conjunction with other techniques (e.g.
relative targeting), propensity modeling provides a clearer
view of the addressable market and a better way to judge
the opportunities within it
Source: An Introduction to Propensity Modeling SiriusDecisions 2017
Source: Merkle/DBG
Source: SimaFore

23. Prelytix and Market Resource Partners
(MRP) Monitoring Campaign:
▪ Ascertain interest in Managed
Services/Private Cloud solutions based
upon behavior monitored via downloads of
information
▪ SLA for qualified leads delivered (MFM/8c’s)
▪ One of top North America regional SAP
HEC lead generation campaigns in 2017
and into 2018
SAP HANA Enterprise Cloud (HEC) Predictive
Analytics and Propensity Modeling
NA Region Propensity Models for
Televerde Tele/Outbound Campaign:
▪ SAP HEC Propensity model with top decile
companies with proclivity to purchase SAP
HEC based upon SAP HEC Propensity Model
▪ Applied to SAP HEC outbound calling
campaign with Televerde
▪ Two-thirds of all Leads specific to SAP HEC,
Lead Conversion of 35% and 5M+ EURO
marketing generated pipeline to date

24. Summary, Discussion
and Q&A

25. Summary: Key Elements of
“Modern Marketing”
Source: SiriusDecisions
About
buyers/customers,
sales, analytics

26. No Marketer Is an Island: Be Your Own
CMO of Modern Marketing
▪ The Thought Leader
▪ The Growth Hacker
(“Demand Gen CMO”)
▪ The Product Marketer
▪ The Brand Marketer
▪ The Strategist
▪ The Culture Builder
▪ The All-Around Athlete
(The “ideal modern CMO”)
The 7 Personas of the Modern CMO!
“Today’s CMOs must be both a brand
pioneer, analytics warrior, and an operator.
They must be both right-brained and left-
brained. Plus, because they are usually the
face of the brand, they must also have
strong presentation skills and be
exceptional at building teams”
Source: No Marketer Is An Island: Meet The 7 Personas Of
The Modern CMO, cmo.com April 2017

27. Thank You
▪ Senior Marketing Director
▪ SAP Global Marketing
Fred Isbell
fred.isbell@sap.com
617-510-5063
Fmisbell
Fred M. Isbell
www.linkedin.com/pub/fred-isbell/0/827/903Edit

28. Thank You
▪ Senior Marketing Director
▪ SAP Global Marketing
Fred Isbell
fred.isbell@sap.com
617-510-5063
Fmisbell
Fred M. Isbell
www.linkedin.com/pub/fred-isbell/0/827/903Edit

29. Thank You!