1. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
What Makes
Good
Marketing
LUCA DESTEFANIS
IBM, AP MARKETING EXECUTIVE
World B2B Marketing Chief Congress 2015
SHANGHAI
January 2015

2. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your
customers as
individuals
Delight your
customers
Create an
authentic
brand and
culture
Deliver the
bottom line

3. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
1 CMO Study, January 2014
2 IDC: CX Predictions for 2015
Know your
customers as
individuals
91% of CMO say they should use more customer
data to drive decision making, but 34%
claims customer data are collected infrequently1
35% of CMO has a thorough understanding of
how customers interact with the company1
By 2017, 15% of B2B companies will use more
than 20 data sources to personalize high value
customer journeys2
High level of customer understanding drives superior
financial performances1 by
91%
34%
35%
62%
15%

4. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your
customers as
individuals

5. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Instrument all the key touchpoints to gather the
right data about each customer
§ Connect social media data, transaction data
and other information to paint a more vivid
picture of each customer, aiming to understand
customer personal goals and emotions
§ Run real time customer analytics (descriptive,
predictive, prescriptive) to generate new ideas
on whom to serve, and how to best serve that
individual
§ Use social mining techniques to identify and
target micro-segments, and to refine product /
services offering
Know your
customers as
individuals

6. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
36% of CMO have an integrated digital and physical
strategy1
16% of CMO integrate all the touchpoints across all
channels1
Focus on improving the customer experience drives
superior financial performances by 29%
Leading Marketers are 5.6x more likely than peers
to use cross channels optimization
technologies2
71% of positive customer experience translate into
loyalty, 65% lead to a product or service
recommendation3
1 CMO Study, January 2014
2 State of Marketing 2013
3 Forrester North America Customer Experience Survey, 2011
Delight your
customers
36%
16%
29%
56%
71%
65%

7. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
Delight your
customers

8. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Create experience journey map that deeply
understand and consider customer needs,
drivers and emotions
§ Identify Moment of Truth in the customer
experience, and make sure you deliver the
promise
§ Create and automate in real time a system of
engagement to deliver these personal
interactions
§ Break down company silos, integrate channels
§ Build a system of shared values and behaviors
that focuses employee activity on improving
the customer experience
Delight your
customers

9. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
1 Meaningful Brand Index, Havas Media, 2013
20% of all brands are seen to meaningfully
positively impact people’s live1
The Meaningful Brand Index outperforms the stock
markets by 120% - as much as top hedge
funds1
In Asia, people’s relationship with brands is
stronger: people perceive that 39% of
brands contribute notably to improve people’s
quality of life and would care if 51% of
brands disappeared 1
Create an
authentic
brand and
culture
20%
120%
39%
51%

10. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Create an
authentic
brand and
culture

11. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Drive the intentional management of brand and
culture
§ Develop an acute understanding of the
company reputation by actively listening and
engaging in social media
§ Systematically close the gaps between the
company’s unique character and its reality—in
all critical interactions
§ Ensure that systems are in place to manage the
risks of being a social business
§ Shelve the commercial pitch in favor of
authentic storytelling
Create an
authentic
brand and
culture

12. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
12012 BRITE-NYAMA Marketing in Transition Study
2 State of Marketing 2013
37% of CMO do not mention any financial metric
when discussing their results1
57% of CMO are not basing marketing budget
based on expected ROI1
22% of CMO are using brand awareness as the
sole measure to evaluate marketing spending1
Leading Marketers are 2x more likely than peers
to measure marketing based on Customer
Lifetime Value2
Deliver the
bottom line
37%
57%
22%
2X

13. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your
customers
as
individuals
Delight
your
customers
Create an
authentic
brand and
culture
1. Reach / Touches
I. New Clients / New Buyers
II. Engagement (online / offline)
2. Responses
I. Touches to Responses Conversion Rate
II. Lead Development Capacity
3. Leads
I. Responses to Leads Conversion Rate
II. Numbers / Value of Leads Generated
4. Revenue
I. Win Rate / ROI On Marketing Spend
II. Customer Lifetime Value
Metrics
Acquire New Customers
Cross Sell, Up Sell
Increase Loyalty
Outcomes
Deliver the
bottom line

14. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Project and track financial return of marketing
investments
§ Link operational metrics to strategic objectives
to financial performance, and drive ongoing
interlock with Sales
§ Define key metrics across the marketing
funnel, and use the metrics to review / adjust
strategy and execution
§ Focus on outcomes: Customer Acquisition,
Share of Wallet, Loyalty
Deliver the
bottom line

15. shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Luca Destefanis. IBM
lucad@sg.ibm.com
@lucadeste
ibm.com/csuitestudy
谢谢！