Demand Gen Report's Strategy & Planning Series session brought to you by Oracle Marketing Cloud

1. #SPS2015
How
to
Orchestrate
Your
Messaging
Across
Channels
To
Drive
Engagement
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2. #SPS2015
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Chris
Lynch:
@cglynch
Andrew
Gaffney:
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3. #SPS2015
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5. #SPS2015
Panelists
Chris
Lynch
Senior
Director,
Product
MarkeAng
Oracle
MarkeAng
Cloud
@cglynch
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

6. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Oracle
ConfidenAal
-­‐
Restricted
6
6
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
How
to
Tame
the
Complexity
of
Digital
MarkeAng
The
path
to
creaAng
data-­‐driven,
individualized
customer
experiences
Chris
Lynch
(@cglynch)
Head
of
Product
&
Industry
MarkeAng
Oracle
MarkeAng
Cloud

7. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
7
of
the
Fortune
500
from
1955
sOll
remain
there
today.
12%
MARKETING
CUSTOMER
Sources:
McKinsey
and
AEI
Today’s
customers
evolve
faster
than
markeAng
The
Rise
of
Digital
Darwinism

8. Only
12%
of
marketers
believe
their
markeAng
is
real-­‐Ame
enough
to
drive
adequate
business
results.
-­‐EConsultancy
For
B2B
Marketers,
Pre-­‐Determined
“Journeys”
Have
Abrupt
Endings
?!

9. What’s
slowing
marketers
down?

10. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
The
Rim
Between
Digital
and
Offline
InteracAons
Fractures
View
of
Customer
10
DESKTOP
OFFLINE
MOBILE
APP
MOBILE
WEB
11%
Marketers
who
have
high
confidence
in
the
audience
they’re
targeAng.
-­‐Nielsen

11. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
The
Division
Between
Anonymous
and
Known
MarkeAng
Data
Prevents
Relevance
11
85%
Of
CMOs
say
fragmented
data
prevents
cross-­‐channel
consistency.
-­‐
CMO
Club
Greg
Jones,
Chicago
Past
Purchase:
1
Year
So`ware
License
ANONYMOUS
KNOWN

12. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Of
marketers
have
silo’d
teams
and
technologies
by
channels
-­‐eConsultancy
93%
MarkeOng
Companies
Lack
Centralized
Hub
to
Orchestrate
Customer
InteracAons
and
Content
Across
Lifecycle
Agency
EMAIL
WEB
SOCIAL
MOBILE
CONTENT
SEARCH
CREATIVE
MEDIA

13. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Companies
Struggle
to
Scale
Content
Across
Channels
EMAIL
WEB
SOCIAL
MOBILE
CONTENT
SEARCH
CREATIVE
MEDIA
25%
Average
porAon
of
markeAng
budget
aimed
at
content
70%
Amount
of
markeAng
content
that’s
wasted
-­‐Content
Marke4ng
Ins4tute
Study

14. MEDIA
DATA
ChaoAc
Ecosystem
Overwhelms
MarkeAng
Strategy
&
Planning
APPS
Total
MarkeAng
Tech
Landscape
size:
1,876
vendors
across
43
categories
-­‐
ChiefMarTec

15. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Vision
for
Modern
MarkeAng
15
Connect
Online
and
Offline
InteracOons
to
One
Customer
Tie
interacAons
to
one
customer
across
all
devices
and
channels
Bridge
Anonymous
and
Known
MarkeOng
Connect
all
proprietary
and
3rd
party
data
to
increase
relevance
Create
AdapOve
MarkeOng
with
Behavior-­‐Based
OrchestraOon
Empower
the
customer
to
dictate
their
own
path

16. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
16
How
We
Get
There
Build
an
ID
Graph
That
Spans
Anonymous
and
Known
Data
Intelligently
Orchestrate
Micro-­‐Moments
Make
Content
CollaboraAon
Channel
AgnosAc

17. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
17
How
We
Get
There
Build
an
ID
Graph
That
Spans
Anonymous
and
Known
Data
Intelligently
Orchestrate
Micro-­‐Moments
Make
Content
CollaboraAon
Channel
AgnosAc

18. Connect
with
Individual
Customer
Across
All
Channels
&
Devices
Desktop
Mobile
Web
Mobile
Apps
Social
CRM
Data
Email
ID
GRAPH

19. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Oracle
ConfidenAal
-­‐
Restricted
19
Build
an
ID
Graph
That
Spans
Anonymous
and
Known
Data
Oracle
ConfidenAal
-­‐
Restricted
19
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
19
Age:
29
In
Market:
Casual
Urban
Wear
Offline
Purchase:
Jeans
ANONYMOUS
KNOWN
TV
SEARCH
DISPLAY
VIDEO
SMS
EMAIL
WEB
SOCIAL

20. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
1.
Event/Offline
3.
Enterprise
Systems
2.
First-­‐Party
Digital
Body
Language
4.
Third
Party
Data
Connect
All
Your
Data
Sources

21. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
21
Leverage
Profile
Data
to
Find
Customers
That
Look
Like
Your
Ideal
Ones.
2.
Look
Alike
Modeling
3.
Target
Anonymous
Users
1.
IdenAfy
Ideal
Customers
EMAIL
AUTOMATION
CRM

22. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
22
Business
Challenges
Scaling
niche
audiences
Intel
wanted
to
idenAfy
their
top
consumer
segments
by
technology
autudes
and
prioriAes,
and
to
scale
those
segments
online
to
target
via
programmaAc
display.
Increasing
engagement
The
company
wanted
to
increase
engagement
with
link
acAvity,
content
expansion,
and
content
browsing.
Insight
They
also
aimed
to
drive
a
deeper
level
of
onsite
product
research.
Intel’s
Challenge:
Develop
Profiles
of
Technology-­‐Savvy
Consumers

23. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
23
Intel
Boosts
Engagement
by
AcAvaAng
Look-­‐Alike
Models
• Data
Management
Plagorm
• Look-­‐alike
modeling
Look-­‐alike
audiences
surpassed
campaign
benchmarks
by
75%
75%
Look-­‐alike
audiences
were
more
cost
efficient
than
the
average
campaign
by
48%
48%
Key
Results
SoluAon

24. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
24
How
We
Get
There
Build
an
ID
Graph
That
Spans
Anonymous
and
Known
Data
Intelligently
Orchestrate
Micro-­‐Moments
Make
Content
CollaboraAon
Channel
AgnosAc

25. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Oracle
ConfidenAal
-­‐
Restricted
25
Intelligently
Orchestrate
Micro-­‐Moments
with
Both
Behavioral
and
Purchase
InteracAons
Oracle
ConfidenAal
-­‐
Restricted
25
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|

26. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Build
Consensus
For
One
Canvas
for
Customer
Experiences
26
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
All
Preferences
All
Profile
Data
From
ID
Graph
All
InteracOons

27. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Deliver
new
customer
acquisiAon
through
on-­‐going
nurture.
1.
Lead
Scoring
Based
on
Profile
and
Behavior
2.
Create
Buyer’s
Journey
3.
Nurture
Prospects
Through
Journey
A1
27

28. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
28
Business
Challenges
Poor
segmentaOon
and
targeOng
The
markeAng
team
for
Thomson
Reuters’
IP
&
Science
division
was
taking
a
batch-­‐and-­‐blast
email
approach
for
lead
generaAon
rather
than
sending
targeted
markeAng
messages
Inadequate
lead
scoring,
lead
leakage
Leads
were
being
routed
to
sales
based
on
the
campaign
they
responded
to,
rather
than
their
quality
Misalignment
of
sales
and
markeOng
Sales
mistrusted
the
markeAng
generated
leads
they
were
being
passed
and
began
their
own
disAnct
lead
generaAon
acAviAes.
It
became
apparent
that
a
partnership
between
the
two
teams
was
needed
Thomson
Reuters’
Challenge:
Improve
Lead
Management
Process

29. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
29
Thomson
Reuters
Aligns
Sales
and
MarkeAng
Teams
• Lead
Scoring
• Standardized
Data
Capture
• Customer
Personas
Increase
in
revenue
a5ributed
to
markeAng
175%
Key
Results
SoluAon
10%
72%
Increase
in
leads
sent
to
sales
ReducAon
in
lead
conversion
Ame

30. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
30
How
We
Get
There
Build
an
ID
Graph
That
Spans
Anonymous
and
Known
Data
Intelligently
Orchestrate
Micro-­‐Moments
Make
Content
CollaboraAon
Channel
AgnosAc

31. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Oracle
ConfidenAal
-­‐
Restricted
31
Content
and
ExecuAon
Tied
to
Channels
31
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|

32. Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
Oracle
ConfidenAal
-­‐
Restricted
32
Make
Content
CollaboraAon
Channel
AgnosAc
32
Copyright
©
2014
Oracle
and/or
its
affiliates.
All
rights
reserved.
|

33. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
33
Business
Challenges
Deepening
Local
RelaOonships
As
Bass
expands
its
footprint,
how
could
it
deepen
customer
relaAonships
in
local
stores?
Contextualized
Engagement
How
could
Bass
deliver
an
individualized
experience
to
customers
who
engaged
with
any
one
of
its
60
stores
across
North
America?
Tapping
into
Staff
ExperOse
How
could
Bass
capture
the
knowledge
of
passionate
outdoorsmen
and
women
in
their
stores?
Bass
Pro
Shops’
Challenge:
Facilitate
Local
InteracAons

34. Copyright
©
2015,
Oracle
and/or
its
affiliates.
All
rights
reserved.
|
34
Bass
UAlizes
Oracle’s
Content
MarkeAng
to
Engage
Between
TransacAons
ü Local
store
accounts
drive
relevant
content
ü SEO-­‐driven
organic
content
instead
of
ads
ü Easy-­‐to-­‐use
interface
for
non-­‐
technical
users
Pickup
Rate
(Conversion
Lim)
15%
Website
Engagement
3x
Key
Results
Key
Benefits

36. #SPS2015
Q&A
Panelists
Chris
Lynch
Senior
Director,
Product
MarkeAng
Oracle
MarkeAng
Cloud
@cglynch
MODERATOR:
Andrew
Gaffney
Editor,
Demand
Gen
Report

37. #SPS2015
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