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Customers are redefining how they engage brands. Successful CMOs will need to achieve company financial and revenue goals while keeping maniacal focus on the customer. The presentation will discuss Dell's approach to customer centric marketing. KEYNOTE Jennifer Statham, Executive Director of Global Marketing Technology & Agency Management, Dell @JStathamAtDell
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Engaging the Customer on their terms
Jennifer Statham @JStathamAtDellExecutive Director, Marketing Technology & Agency Strategy
2 Room for text Global Marketing
A leading provider of end-to-end solutionsA strategy recognized by customers of all sizes across all industries“Technology has always been
about enabling human potential”
- Michael Dell
3 Room for text Global MarketingSource: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90%trust recommendations
93%of B2B customers conduct their research on the internet leveraging search, video and social content
12content tactics Brands use to target and reach potential customers
47%Nurtured leads make larger purchases than non-nurtured leads
42%conduct a search using their mobile devices wile in stores considering a purchase,
Customers have re-defined how they engage with Brands67%
Buyer’s journey is now done digitally
65%Abandon if the digital channel does not quickly provide what they want
75%want Brands to use personal
info to improve their experience
60%interact with brands in
multiple channels
79%use a smartphone to help with shopping
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Customer Experience today
To create more relevant customer experiences at scale, organizations need to mend the seams that reveal themselves when customers move among touch points.
Turbulence for the CMO: Charting a path for seamless customer experience Accenture
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Marketing2020 @marketing2020EB
This is not the result we want
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Desired state is a consistent experience
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Customer-Centric Marketing FROM• Traditional marketing activity, with minimal focus on
digital and innovative activities
• Planning by vehicle in isolation, by quarter, by message
• Push marketing activity, mainly offline
• Singular focus on last touch attribution to pipeline and revenue
TO• Digital marketing activity, with key focus on new
technology capabilities
• Planning an experience across vehicles, across a customer’s unique journey
• Pull marketing activity, mainly digital
• Modern metrics leveraging fractional attribution
8
Understand where you
are
Build a Vision
Articulate
where you
want to go
Build a roadmap to get
there
1 2 3
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Technology and Process in Context of Business Strategy
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A Company Blueprint to achieve Our Strategy
Business Architecture Team J anuary 2014
Dell business architecture blueprint
Investing in our future
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Our marketing visionA world-class, innovative and customer-focused marketing organization that works together to strengthen our brand, shape our offerings, influence our stakeholders’ perceptions and drive growth and profitability for our business.
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The future of marketing is “Customer-Centric”
Delivering the right message to the right person about the right solution in the right place at the right time
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Are we prepared to take advantage of these opportunities ?
Data
Execution
Enablers
Identity Management
Audience Management
Customer Privacy
Platform Utilization
Media Optimization
Personalization
Measurement Technology Organization
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Content
Customer Experience
Customer Experience
Content Marketing & Management
Content Marketing &
Management
Define the experiences we want to enable on customer journey
Define the experiences we want to enable on customer journey
Business processes & technology support to create, produce, and distribute content
Business processes & technology support to create, produce, and distribute content
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Technology Technology
Technology
Integrating key technologies to work together
Integrating key technologies to work together
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Data Data
Data
Holistic integration across touch points
Holistic integration across touch points
Analytics
Analytics
Foundation of logic and rules
Foundation of logic and rules
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Other
Planning
Planning
Aligned planning and budgets
Aligned planning and budgets
Agency Models
Agency Models
Agency portfolio to support
Agency portfolio to support
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Build a strong Change
Management plan
Commit, Execute, and Adapt
Align the
Organizatio
n
Execute
and Adapt
as necess
ary
1 2 3
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Business Case, Expectations, GovernanceData
DDIE & CR Evaluation
Current State Data Audit / Assessment
* Updates & Maintenance
Consolidation, Integration & Deployment of cCRM Data
* Updates and Maintenance
Technology
Current State Capabilities Assessment
Future State Blueprint
Enabling Future State Technology Roadmap
Eloqua Integration Needs
Learn Layer Responsive Design
Enable DCO Functionality
KPI / Analytics
KPI Development & Publication
* Dashboard Design & Publication - Publish Content Effectiveness KPIs
* Dashboard Design & Publication - Define Initial Dashboard Production Process
* Dashboard Design & Publication - Publish Initial Dashboard Package
* Dashboard Design & Publication - Define Permanent Dashboard Package
* Dashboard Design & Publication - Publish Permanent Dashboard Package
cCRM Planning & Optimization Analytics
* Which journeys should we create - Research & Social Insights
* Which journeys should we create - RAD Strategic Planning Approach
* Which customers should complete a journey? - Buy Power and Propensity Modeling
* Which customers should complete a journey? - Customer LTV & Enhanced Propensity
* Which customers should complete a journey? - Nurturing Analysis
* Which customers should complete a journey? - Enhance Nurturing Analysis for Reactive Cust
Customer Experience
Customer Audience Engagement Map (1A)
Customer Audience Engagement Map (1B)
Customer Experience Metrics Definition
Real-Time Decision Logic
Planning
Business Case for cCRM Benefits & Drivers - Outside In POV
cCRM Benefits & Drivers - Extend Best-In-Class
cCRM Execution Planning
cCRM GTM Architecture
Customer-Based Budget – Timing
Customer Based Budget – Vision
Agency Models
Business Requirements
Engagement Strategy
Engagmt. Process Opt.
Funding Strategy
Vendor Rationalization
Content Management
Connecting DCO to CMS
Business Process Definition for Content Management
Enabling CM Future State
Short Term Content Management Solution
Content Marketing
Process Design & Roles and Responsibilities – 1A (Near Term)Process Redesign and Roles & Responsibilities1B (Mid-Term)Content Deployment Approach - BOM VIEW
Content Deployment Approach - Scaling and Automating Content DeploymentContent Classification
Sales Enablement
Sales Enab. Info Vision - Design / Recommend
Sales Enab. Info Vision - Implement
Sales Training on Customer Information
Sales Edge Improvement - See Content Management InitiativesSales Edge Improvement - Sales Edge Improvement (Timing TBD)
Q3 Q4
Q2 Q3 Q4 Q1 Q2
Q2 Q3 Q4 Q1 Q2
Q1
Q3 Q4
2014 2015
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Dell’s Change Management Framework
Stage 1 Make the Case
Stage 2 Design the Change
Stage 3 Execute the Change
Stage 4 Make it Stick
• Increase urgency
• Get the right leaders involved
• Communicate for buy-in
• Empower action
• Create short-term wins
• Sustain the change
• Create a new culture
Adapted from John Kotter. Leading Change. Boston: Harvard Business School Press, 1996.
• Get the vision right
• Develop a roadmap
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Change Readiness AssessmentHigh Performance Marketing Transformation
Pro
du
cti
vit
y
Duration Benchmark (Months)
New ProcessDeployed
Pre-ChangeLevel
BenefitsRealized
“Valley of Despair”
Quick wins evident
Depth and width of the valley determine success
High PerformanceMarketing Organization
0 2 4 6 8 10 12
Training
• Unsettled feeling• Steep learning curve • Early results disappointments • Passive Commitment• Resource draining • Wet blankets
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Share Early Success
8 - 20X ROAS with targeted display
30% media impressions
(targeted) yield 80% display
revenue
3% of emails are personalized,
driving
26% email revenue
4X SQLs with multi-touch
campaign and tactics
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So what about Email ?
• Responsive Design
• Personalization
• Real-time response
• Part of an end to end solution
• E-Newletters
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Grazie
σας ευχαριστώ
Děkuji
谢谢ありがとう
dank u
Danke
Merci
תודה
शु�क्रि�या�
감사합니다
Obrigado
Gracias
Спасибо
Tack
ขอบคุ�ณ
teşekkür ederim
cảm ơn bạn
Go raibh maith agat
Thank you
24
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“Marketing without data is like watching fireworks
with your eyes closed…
There’s an enormous amount of noise,
but you have no idea
what’s going on.”
IDC Maturity Model: Data-Driven Marketing –
Beyond Marketing Automation, IDC Dec 2013
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