Jay Henderson from IBM Marketing Cloud presents: The role of the marketing department is evolving at a rapid pace, with increasing pressure on teams to drive more revenue and to redefine the customer experience. While many CMOs are struggling to keep up, others are completely transforming the way they are doing business and meeting these challenges head-on. Hear insights from IBM's CMO research; assess where your company stands; and learn where the market leaders are focusing their efforts.

1. The
Marketing
Journey:
Transforming
For
Success
Jay
Henderson
General
Manager,
IBM
Marketing
Cloud
@jay_henderson

2. #sendlikeabossIBM Marketing Cloud
The
danger
and
the
opportunity
2
Bad
marketing?

3. #sendlikeabossIBM Marketing Cloud
The
danger
and
the
opportunity
Marketing
so
good
it
feels
like
a
service…
3

4. #sendlikeabossIBM Marketing Cloud
For
marketing….email
is….
The
Workhorse
The
Gateway

5. #sendlikeabossIBM Marketing Cloud

6. #sendlikeabossIBM Marketing Cloud
Something
new
is
happening
with
technology…
As
computing
moves
to
the
front
office,
we
are
serving
new
clients.
They
are
looking
for
help
to
change
the
way
they
work
and
lead.
Police
chiefs
fight
crime
with
data
Farmers
track
livestock
through
data
Doctors
deliver
personalized
prescriptions
Marketers
engage
customers
with
personalized
communications

7. #sendlikeabossIBM Marketing Cloud
IBM
has
spent
billions
buying,
integrating,
building
marketing
technology

8. #sendlikeabossIBM Marketing Cloud

9. #sendlikeabossIBM Marketing Cloud
Expectations
for
marketing
have
exploded
Customer
Show
me
you
know
me
Give
me
a
consistent
experience
across
channels
Provide
me
relevant
content
Business
Acquire
and
grow
customers
Drive
revenue
Build
brand
loyalty
CMO
Use
data
to
drive
decisions
Be
agile
and
innovative
Deliver
results
that
grow
the
business
faster

10. #sendlikeabossIBM Marketing Cloud
Technology
has
made
more
possible
but
not
easier
I need my applications
to talk to each other.
I can’t access a single view of
customer data across channels.
It is too hard to offer relevant offers
and content to my customers.
“ ” “ ”
”
Getting the right analytics to inform
interactions in real time is difficult.
”“
“ It is too hard to provide a
consistent experience
across channels.“
”I can’t react to my
customers in real time.
”“

11. #sendlikeabossIBM Marketing Cloud
5
trends
that
will
drive
marketing
success

12. Trend
#1:
The
Right
Content
Is
Critical
to
Breaking
Through
the
Clutter
#sendlikeaboss

13. #sendlikeabossIBM Marketing Cloud
Campaigns
per
month
0
50
100
150
200
250
300
350
400
450
500

14. #sendlikeabossIBM Marketing Cloud
of
consumers
won’t
even
open
an
email
if
they
think
it’s
not
relevant
to
them
58%
Source: Silverpop, “Are You a Best Friend Brand?” study

15. #sendlikeabossIBM Marketing Cloud
How
do
you
get
people
to
pay
more
attention
when
everyone’s
sending
more?

16. #sendlikeabossIBM Marketing Cloud
• Digital
marketing
is
still
primarily
used
for
generic
push
emails
• Marketing
is
moving
to
delivering
personalized,
behavior-­‐driven
content
that
helps
customers
along
their
customer
journey.
• Continuing
to
push
discounts,
free
shipping
and
new
products
like
they
always
have
has
the
potential
to
reach
a
point
of
diminishing
returns
–
if
it
hasn’t
already.
• Add
more
value
to
the
relationship
by
giving
subscribers
a
compelling
reason
to
open
and
interact
with
the
emails
you
send

17. #sendlikeabossIBM Marketing Cloud
oops
Welcome!
Generic
Welcome
Email
First email …
“jackets”

18. #sendlikeabossIBM Marketing Cloud
Welcome!
Onboarding
Email(s)
• Dynamic
based
on
specific
category
items
browsed
• 3-­‐5
emails
series
• Top
sellers/recommendations
• Ends
with
“best
offer”

19. #sendlikeabossIBM Marketing Cloud
Triggered
Birthday
Email

20. #sendlikeabossIBM Marketing Cloud
Triggered,
automated
messaged
driven
by
a
contact’s
behaviors
or
demographics
can
run
the
gamut
from
“happy
birthday”
messages
to
browse
abandonment
reminders
to
product
recommendation
emails.
One
of
the
best
ways
to
increase
relevance
is
to
shift
from
a
calendar-­‐driven
approach
to
your
communications
to
one
in
which
each
individual’s
actions
and
attributes
shape
how
you
interact
with
them.
Regardless
of
the
trigger,
they’re
inherently
relevant
since
they’re
based
on
an
attribute
or
behavior
specific
to
the
recipient.

21. #sendlikeabossIBM Marketing Cloud
Birthday
Email
2.0
Dynamic
offer:
• Loyalty
status
• LCV
• New
customer
• Never
purchased

22. #sendlikeabossIBM Marketing Cloud
Add
a
little
“white
space”
to
your
messaging
stream.

23. Trend
#2:
Marketing
is
on
the
move…and
going
Mobile
#sendlikeaboss

24. #sendlikeabossIBM Marketing Cloud
over
30%
of
the
holiday
purchases
come
from
mobile
devices
over
50%
of
emails
are
opened
on
mobile
devices
over
50%
of
holiday
shopping
traffic
comes
from
mobile
devices
Mobile
continues
its
steady
march
to
ubiquity….

25. #sendlikeabossIBM Marketing Cloud
Don’t
forget,
mobile
is
a
device,
not
a
single
channel
Customer
Mobile
Email
e
Mobile
Applica3ons
Mobile
Websites
Mobile
Display
&
Search
DISPLAY
Mobile
Messaging
(SMS,
Push
No>fica>ons,
Wallet/
Passbook)

26. #sendlikeabossIBM Marketing Cloud
The
email
you
imagine
in
your
head
The
mobile
strategy
you
didn’t
know
you
had:
mobile
email
and
mobile
websites

27. #sendlikeabossIBM Marketing Cloud
Richest
experience;
links
and
images
on
by
default.
Rich
graphics;
user
may
need
to
side-­‐
scroll
to
view
full
message.
Shows
text
part
of
HTML
as
well
as
URLs
for
links
and
images.
HTML
supported,
but
images-­‐off
under
default
settings.
Blackberry
Android
iPhone
Windows
Mobile
6
Rendering
will
vary
wildly
across
devices

28. #sendlikeabossIBM Marketing Cloud
Mobile
is
not
all
thumbs,
fingers
too
21.7%
9.13%
8.5%
3.7%
4.7%
24.6%
13.4%
18.0%
9.2%
12.3%
United
Kingdom
United
States
Australia France Germany
Percentage of Sales By Device/Platform
Retail, November-December 2014

29. #sendlikeabossIBM Marketing Cloud
• separate
tablet
site
• navigation
is
simple
• buttons
are
huge
• support
for
finger-­‐swipe
Tablet
optimisation
could
mean
a
different
customer
experience….

30. #sendlikeabossIBM Marketing Cloud
lines
spaced
appropriately
for
a
touchscreen
Or
tablet
optimisation
could
mean
small
tweaks…..

31. #sendlikeabossIBM Marketing Cloud
Client
success
story
-­‐-­‐
Bridgevine

32. #sendlikeabossIBM Marketing Cloud
Client
success
story
-­‐-­‐
Bridgevine
• Bridgevine
was
challenged
with
prospective
customers
not
calling
into
the
call
center
to
schedule
an
installation
appointment
• Implemented
an
automated
email
and
SMS
campaign
• If
a
prospect
completes
the
form
but
doesn’t
immediately
schedule
an
appointment,
the
individual
is
automatically
placed
into
an
automated
re-­‐touch
program

33. #sendlikeabossIBM Marketing Cloud
Client
success
story
-­‐-­‐
Bridgevine
• Automated
SMS
and
email
messages
continue
to
be
sent
for
up
to
three
days,
unless
it
becomes
a
conversion
• If
the
prospect
in
the
program
calls
to
schedule
an
installation
appointment,
they
are
automatically
removed
from
the
automated
program

34. #sendlikeabossIBM Marketing Cloud
Client
success
story
-­‐-­‐
Bridgevine
• The
program
has
resulted
in
a
300
percent
increase
in
conversions,
with
a
call-­‐back
rate
of
33
percent.
• More
than
30
percent
of
the
prospects
who
provided
their
email
addresses
also
opted
in
to
the
SMS
program.

35. Trend
#3:
Marketing
Must
Evolve
to
Enable
Cross-­‐Channel
Experiences
#sendlikeaboss

36. #sendlikeabossIBM Marketing Cloud
of
consumers
today
are
using
social,
local
and
mobile
technologies
to
do
some
combination
of
browsing,
researching
and
buying
products.
80%

37. #sendlikeabossIBM Marketing Cloud
How
the
customers
behave
Customers
and
Prospects
Online
Email
Mobile
Call
center
Social
Kiosk,
ATM
Point
of
sale
Postal
mail

38. #sendlikeabossIBM Marketing Cloud
Marketer
One
person
behind
all
the
channels,
guiding
the
dialogue
and
relationship
What
the
customer
expects
Customers
and
Prospects
Online
Email
Mobile
Call
center
Social
Kiosk,
ATM
Point
of
sale
Postal
mail

39. #sendlikeabossIBM Marketing Cloud
What
customer
often
experiences
Customers
and
Prospects
Online
Email
Mobile
Call
center
Social
Kiosk,
ATM
Point
of
sale
Postal
mail
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
agenda
strategy
data
tech
Marketing

40. #sendlikeabossIBM Marketing Cloud
of
companies
rate
their
multichannel
customer
experience
as
“OK,”
“Poor”
or
“Very
Poor.”
73%

41. #sendlikeabossIBM Marketing Cloud
Post
messages
to
brand
social
network
pages
(to
coordinate
with
other
channels
like
email)
41

42. #sendlikeabossIBM Marketing Cloud
Facilitate
social
advocacy
through
Share
to
Social
buttons
in
email
and
webpages
42
Social
sharing
links
embedded
in
email

43. #sendlikeabossIBM Marketing Cloud
…and
more
New
Media
Social
Media
Social
+
Mobile
Website
Email
PPC
?
Warning!
things
change…especially
emerging
marketing
channels

44. #sendlikeabossIBM Marketing Cloud
marketing
is
great
about
reserving
discretionary
budget
to
try
new
things
Today’s
situation

45. #sendlikeabossIBM Marketing Cloud
disconnect
between
funding
with
discretionary
spend
strategically
nurturing
new
channels
Today’s
problem

46. #sendlikeabossIBM Marketing Cloud
shift
efforts
in
emerging
channels
from
ad-­‐hoc
and
one-­‐off
to
a
strategic
and
structured
process
Tomorrow’s
solution

47. Trend
#4:
Marketers
must
strategically
manage
a
portfolio
of
marketing
technologies
#sendlikeaboss

48. #sendlikeabossIBM Marketing Cloud
IBM
has
spent
billions
buying,
integrating,
building
marketing
technology

49. #sendlikeabossIBM Marketing Cloud
At
the
same
time
many
small
companies
emerged,
creating
a
polarized
landscape

50. #sendlikeabossIBM Marketing Cloud
Creating
a
mess…
Customer
Database
Files
Files
Files
Web Analytics
Provider
Website
Behavioral
Targeting
Product &
Content
Recos
Customer
Insight Tool
Predictive
Analytics
Email Service
Provider
Data
warehouse
Files
Marketing
Finance Mgmt
Digital Asset
MgmtCall Center /
Inbound
Decisioning
Marketing
Operations
Management
Lead
Management
SMS
Marketing
Files
Local
Marketing
Mobile Push
Notifications
Mobile
Marketing
Files
Files
Files
Social
Marketing
App/Widget
Creation
Campaign
Management
Files
Contact
Optimization
Transactions
Search Bid
Management
SEO
Files
Marketing Mix
Modeling

51. #sendlikeabossIBM Marketing Cloud
Using
Pace
Layering
to
frame
technology
investments
Furniture
Walls
Foundation
Ambiguous
&
Highly
Flexible
Built
to
Change
Modest
Expectations
Understood
Tightly
Controlled
High
Integrity
Built
to
Last

52. #sendlikeabossIBM Marketing Cloud
Using
Pace
Layering
to
frame
technology
investments
Systems
of
Innovation
Systems
of
Differentiation
Systems
of
Record
Ambiguous
&
Highly
Flexible
Built
to
Change
Modest
Expectations
Understood
Tightly
Controlled
High
Integrity
Built
to
Last

53. #sendlikeabossIBM Marketing Cloud
Five
big
implications
for
marketing
technology….
1. Foundation
of
integrated
capabilities…
2. A
modular
solution
with
multiple
entry
points
so
you
can
buy
and
adopt
what
you
need
and
expand
over
time
if
you
want
3. An
open
solution,
so
you
can
integrate
it
with
your
existing
infrastructure
(which
might
include
competitive
solutions)
4. …with
an
ecosystem
of
additional
capabilities,
out
of
the
box
integrations,
and
certified
partners
5. A
platform
with
connective
tissue
and
unifying
constructs

54. #sendlikeabossIBM Marketing Cloud
Collaborating
to
design
customer
journeys
across
departments,
channels,
and
execution
tools

55. #sendlikeabossIBM Marketing Cloud
Analyze
customer
journeys
across
channels,
&
execution
tools
©
IBM

56. #sendlikeabossIBM Marketing Cloud
Audience syndication between
a publisher and destination
Event syndication between
publishers and destination
Point
and
click
data
connections
in
the
hands
of
marketers

57. Trend
#5:
Marketers
must
cultivate
the
right
culture
#sendlikeaboss

58. #sendlikeabossIBM Marketing Cloud
Balance
technical
and
creative
talents
technical
Creative
+
Mix
together
the
art
of
marketing
and
the
discipline
of
science…

59. #sendlikeabossIBM Marketing Cloud
Work
with
IT
not
around
IT
Ownership
and
flexibility:
§ IT
really
should
own
solu>on
architecture,
but…
– IT
needs
to
earn
credibility
with
marke>ng
(know
the
business
needs)
– IT
needs
to
be
sensi>ve
to
the
need
for
significant
change
§ IT’s
choice:
Be
100%
standards-­‐driven/
inflexible
and
influence
50%
of
marke>ng
technology
design
Be
20%
flexible
and
influence
100%
of
marke>ng
technology
design
OR

60. #sendlikeabossIBM Marketing Cloud
High
performing
marketers
work
better
with
IT
Overall, marketing and IT
work well together.
Marketing and IT at high-
performing companies,
however, work more
effectively .
High Performers
51%
41%
Lower Performers
Q. How well does marketing collaborate with IT?

61. #sendlikeabossIBM Marketing Cloud
Digital
Marketers
Traditional
Marketers
Break
down
the
marketing
silos
(and
create
bridges)

62. #sendlikeabossIBM Marketing Cloud
…finally…
Accept mistakes and learn from them,
be agile enough
to iterate and improve

63. #sendlikeabossIBM Marketing Cloud
Marketing
so
good…it
feels
like
a
service….
The
Workhorse
The
Gateway

64. Jay
Henderson
jay.henderson@us.ibm.com
@jay_henderson