B2B Marketing - A New Age. Scott Allen, CMO, Microsoft
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B2B Marketing - A New Age. Scott Allen, CMO, Microsoft
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B2B Marketing - A New Age. Scott Allen, CMO, Microsoft
- 1. THE NEW FRONTIER OF THE TECH MARKETING TEAM SCOTT ALLEN CMO, Microsoft UK @ScottAllenUK
- 2. noun trans·for·ma·tion / tran(t)s-fər-mā-shən transformation An act or instance of transforming or being transformed; a marked change in form, nature, or appearance
- 3. Multi-Channel Journeys High Quality Scored MAQLs 360ᴏ Customer Data with Connected Insights Connected Marketing & Sales Platforms Long-Term Customer Relationships Field & HQ Connected Marketing System Buyer Driven Purchase Process Single-Channel Tactics Low Quality, High Volume Leads Disconnected Customer Data Old World Marketing Tools ‘One & Done’ Marketing Field vs. HQ Marketing Sales Driven Purchase Process DIGITAL TRADITIONAL DIGITAL TRANSFORMATION OF MARKETING
- 4. Marketing analytics is the critical lens through which we observe, learn & evolve to provide clarity on our marketing activity Looking back is still as important as looking forward. If we don’t learn from the past we cannot improve & if we don’t know where our customers have been we can’t predict where they’re going: 1. Reporting 2. Profiling 3. Measurement Everyone is an analyst? Democratisation of data has increased ability to share information but… you still need ‘interpreters’ to identify the genuine insight 1. Campaign post mortem & learnings 2. Channel optimisation Analytics is an infinity loop & marketers more than ever need to embrace a test & learn culture to adapt & win in this fast paced environment We must use hindsight & insight to continually evolve our customer foresight Data! Data! Data! I can’t make bricks without clay! Sir Arthur Conan Doyle The tools we now have make it more accessible & accurate to predict our customers future behaviour: 1. Marketing mix 2. Influencer programmes 3. Buying teams 4. Multi touch attribution
- 5. BRINGING TOGETHER THE MARKETING TECHNOLOGY & DATA ECOSYSTEM
- 6. BRINGING TOGETHER THE MARKETING TECHNOLOGY & DATA ECOSYSTEM
- 7. CONNECTED SALES AND MARKETING The partnership between sales and marketing is the fundamental principle of revenue marketing and the key to success BRINGING TOGETHER THE MARKETING TECHNOLOGY & DATA ECOSYSTEM
- 8. MODERN MARKETING IMPACT 3 KEY AREAS Sales enablement is responsible for making the sales teams and cycle more effective Creation and nurturing of customer demand to generate leads Reputation programs seed the market for effective demand creation Enablement asset performance Pipeline acceleration Consumption & Usage Contactability Lead creation & quality Marketing sourced pipeline Sales Qualified Leads Revenue Contribution Creating awareness Changing perceptions Preference shift Press coverage REPUTATION DEMAND CREATIONSALES ENABLEMENT
- 10. SO WHAT DOES A MODERN MARKETING ORGANISATION NEED TO LOOK LIKE? MODERN MARKETING IS A TEAM SPORT! PA RT C R E A T I V EPA RT S C I E N T I S T
- 11. LEADERSHIP PRINCIPLES AND PRACTICES GENERATE ENERGY DELIVER SUCCESSCREATE CLARITY Inspire optimism, creativity, and growth Create an environment where everyone does their best work Build a team that is can be stronger tomorrow than it is today Drive innovation that people love Be boundary-less in seeking solutions Tenaciously pursue the right outcomes Synthesise the complex Ensure shared understanding Define a clear course of action “DONE IS BETTER THAN PERFECT”
- 12. LEARNING & DEVELOPMENT IS KEY MODERN MARKETING UNIVERSITY Achieve Badges Demonstrate knowledge and earn a Microsoft Modern Marketer achievement badge! Shared Leading Practices Engage in community discussion via Yammer Leadership Interviews Hear insights from Field, Product, Sales, & IT Leaders Industry experts Understand industry perspectives from companies including Marketo, Sirius Decisions, Sprinklr, etc. Analytics & Optimisation Global Engagement Programs Content Marketing Digital: Owned, Paid, Earned Global Demand Centre Lead Management Preparing all field marketers to leverage modern marketing techniques *
- 13. LEARNING, DEVELOPMENT & CULTURE MAKING SURE YOU HAVE THE RIGHT CULTURE
- 14. CULTURE CAN MAKE OR BREAK YOU MAKING A DIFFERENCE WE START WITH A GROWTH MINDSET At Microsoft, we’re focused on what matters. And what matters is people. To us technology is a facilitator, an expeditor and enabler. Technology isn’t life, but it is life changing We are learners, insatiably curious. We learn from each other, finding the genius in what’s been done, eager to improve upon it We are welcomers, we are open and receptive to the ideas of others. We don’t just value differences, we invite them in, creating an environment where we will do the best work of our lives We are one company with one mission. We push, prod and challenge the norm – and each other – so that united we are able to take on some of the world’s greatest challenges We are listeners. We design, build, engineer, deliver, revise, refine and perfect based on how our customers choose, use and love our technology CUSTOMER OBSESSION ONE MICROSOFTDIVERSE & INCLUSIVE
- 15. BUILDING OUR CULTURE TOGETHER THROUGH 5 KEY PROGRAMMES
- 16. BRINGING OUR CULTURE TOGETHER GROWTH MINDSET TIME Book time out in your diary, “GMT” Streamline meeting attendees Send less email Boost Creativity Leadership Team Support Collaboration Project
- 17. BRINGING OUR CULTURE TOGETHER CUSTOMER-OBSESSED CUSTOMER FIRST Customers into Team Town Halls Meet more customers Insight collation & action Customer fact sheets / poster Know our customer stories Question your actions from a customers viewpoint
- 18. Create an environment for everyone including the introvert & extrovert External: Show our culture Speaker series Lead from the front, middle and back BRINGING OUR CULTURE TOGETHER DIVERSITY & INCLUSION DIVERSITY OF MINDSET
- 19. BRINGING OUR CULTURE TOGETHER ONE MICROSOFT Shadow opportunities Don’t always start and end with marketing Team/ Department awareness Embrace our Great Place To Work Initiative COLLABORATION
- 20. Storytelling – internally & externally Mission 3000 Get behind 2 key charities – moments in time Living our Mission Statement Skills exchange for kids Acting on your passions BRINGING OUR CULTURE TOGETHER MAKE A DIFFERENCE CMO skills coaching days with customers ACT ON YOUR PASSION Make the boat go faster!
- 21. MAKING IT SIMPLE AND SUCCINCT FOR YOUR TEAM
Editor's Notes
- So why now? Why do the Leadership Principles matter now? Microsoft stands for empowering every person and every organization on the planet to achieve more, and that’s a mission we can only achieve if we live our culture. Our culture is the most important driver of our success. It influences what we do at Microsoft, and how we do it. Our culture enables our strategy and bold ambitions. We’ve clarified who we are as Microsoft and the company’s renewed direction, and now it’s time to go the next step by helping to personalize what our transformation means for leaders. What should Microsoft leaders do? How can Microsoft leaders change the energy around them? How can Microsoft leaders contribute to our success? Our leadership principles are connected to our culture and they represent the ambitions and expectations we have for our leaders. They are designed to complement the existing frameworks at Microsoft, including the mission, strategy, bold ambitions, and cultural attributes. These leadership principles will help us better align to our culture, execute against our strategy, and fulfill our mission as Microsoft.