#MarketingShake – Jon Busman – Winning: Como los líderes de Marketing capturan al cliente...

@namsub #marketingshake

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Jon Busman@namsub

Winning: Como los líderes de Marketing capturan al cliente conectado

@namsub #marketingshake

In February of 2012, The New York Times published an article that gave us a glimpse of the future practice of marketing.

@namsub #marketingshake

Responsabilidades atemporales para los profesionales de Marketing

Siempre hemos tenido la responsabilidad de conocer al cliente.

Siempre hemos sido responsables de definir qué llevar al mercado y cómo hacerlo.

Siempre hemos protegido la promesa de marca.

Diseñar cultura y marca para que sean una.

Crear un sistema de engagement que maximice la creación de valor en cada toque.

Entender a cada cliente como individuo.

2012: Los tres imperativos de una nueva profesión

8,000+ Clients

2013:4,183 face to face interviews

Leading practices deliver leading results

1.8x Gross Profit

3.4x Net Income

2.4x Stock Price

*SOURCE: The State of Marketing 2013: IBM’s Global Survey of Marketers, IBM Center for Applied Insights

The Top 20%

Siempre hemos tenido la responsabilidad de conocer al cliente.

Siempre hemos sido responsables de definir qué llevar al mercado y cómo hacerlo.

Siempre hemos protegido la promesa de marca.

Diseñar cultura y marca para que sean una.

Crear un sistema de engagement que maximice la creación de valor en cada toque.

Entender a cada cliente como individuo.

Atemporal 2012

Conocer cada cliente y momento en contexto

2014: Evolución al Customer Engagement

90%

32%

of consumers expectpersonalization

only

claim to be highlyeffective at engagingindividual customers

Source: IBM Institute for Business Value and Center for Applied Insights

© 2013 IBM Corporation12

Banco Itaú Argentina

Predictive customer context

¿Qué momentos le importan más a tu cliente?

• What are those moments worth to your brand and your company?

• What information do you need to engage in these moments?

• Where could you get that information?

• Who in the organization needs that information?

¿Qué momentos le importan más a tu cliente?

• What are those moments worth to your brand and your company?

• What information do you need to engage in these moments?

• Where could you get that information?

• Who in the organization needs that information?

Innovar y escalar experiencias personales que sean relevantes y gratificantes

2014: Evolución al Customer Engagement

¿Qué esperiencia presonal gratificante puedes dar en ese momento?

• Is it a negative or positive moment?

• Can you connect multiple positive moments, or reverse a negative one?

• Can you provide utility at little to no marginal cost to you?

• Can you use digital to augment or reinforce physical interactions?

• Can you turn a sale into a service? Or post-sales into marketing?

¿Qué esperiencia presonal gratificante puedes dar en ese momento?

• Is it a negative or positive moment?

• Can you connect multiple positive moments, or reverse a negative one?

• Can you provide utility at little to no marginal cost to you?

• Can you use digital to augment or reinforce physical interactions?

• Can you turn a sale into a service? Or post-sales into marketing?

Co-crear con clientes, empleados y partners

2014: Evolución al Customer Engagement

“I have a defective Sony TV”

¿ Con quién necesito colaborar para ejecutar?

• Are you enabled to collaborate?

• Who holds customer information or touches relevant to this moment?

• What teams can you build to align skills, budget and buy-in?

• Can you ask your customers, clients or partners to be a part of the solution?

• Can you do it at speed and scale?

¿ Con quién necesito colaborar para ejecutar?

• Are you enabled to collaborate?

• Who holds customer information or touches relevant to this moment?

• What teams can you build to align skills, budget and buy-in?

• Can you ask your customers, clients or partners to be a part of the solution?

• Can you do it at speed and scale?

@namsub #marketingshake

Marketing es ahora Customer Engagement

Co-crear con clientes, empleados y partners

Innovar y escalar experiencias personales que sean relevantes y gratificantes

Conocer a cada cliente en contexto

Los tres imperativos de una nueva profesion de Customer Engagement

IBM Institute for Business Value

CVCV

Some C-suite relationships matter more than others

CEO CIO

CMO

CEO CFO

CMO

CEO CFO

CHRO

CEO-CIO-CMO CEO-CFO-CMO CEO-CFO-CHRO

35% more outperformers 32%

more outperformers37% more outperformers

IBM Institute for Business Value

CEOs say the ability to collaborate across the board is the most important attribute for success

50% CollaborationCollegiality, teamwork, alignment

IBM Institute for Business Value

Each CxO can make a major contribution

Conoce al cliente de telefonía involucrado

62% research via social networks

84% want to order online – return to store

They trust customer reviews 12x more than company statements

28

Expects a response within 5 minutes when contacting a company via social media

Is willing to trade her information for a personalized offering

29

@namsub #marketingshake

What if..

@namsub #marketingshake

Ignite And Grow Customer Relationships

Convert Digital Prospects To Loyal Customers

Curate Meaningful Customer Interactions

Deliver EmpoweringDigital Experiences

Understand Your Customers

Deliver Exceptional Experiences Across

All Channels

Maximize Sales, Profit And Shopper Loyalty

Serve And Delight Your Customers

Reinvent And Automate Complex B2B

Sales Processes

Personalize The Store Experience

@namsub #marketingshake

Ignite And Grow Customer Relationships

Convert Digital Prospects To Loyal Customers

Curate Meaningful Customer Interactions

Deliver EmpoweringDigital Experiences

Understand Your Customers

Deliver Exceptional Experiences Across

All Channels

Maximize Sales, Profit And Shopper Loyalty

Serve And Delight Your Customers

Reinvent And Automate Complex B2B

Sales Processes

Personalize The Store Experience

@namsub #marketingshake

@namsub #marketingshake

14 de Agosto 2015

14 de Agosto 2015

@namsub #marketingshake

14 de Agosto 2015

14 de Agosto 2015

Gracias!

Jon Busman @namsub

IBM Marketing StudiesIbm.biz/marketingshake

Co-Create with IBMGonzalo Luthard Gutierrez

gonzalog@ar.ibm.com