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FINDING FAULT… IN THE LINE
@KEVINMRYAN
MOTIVITY MARKETING, INC.
Rethink
Probable
CONTRIBUTION
3
DISCUSSION
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What’s going to make it better?
What’s right?
What’s wrong with it?
What got us here?
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MOTIVITY MARKETING, INC.
What got us here?
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MOTIVITY MARKETING, INC.
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Marketing Automation:
An enabling technology that
allows us to remove people so
we can communicate with people
better
CMO’S & TECHNOLOGY
Social media &
analytics top priorities
in deployment
“We are redirecting
money from advertising
to develop and build
CRM systems,”
Source URL: http://ibm.co/mPno3H
EXPERIENCE Customers viewed as targets first, advocates second
Source URL: http://nyti.ms/13ZCdQB http://onforb.es/xahmzo
GROWTH POTENTIAL
Capacity may not match velocity
Source URL: http://nyti.ms/13ZCdQB
MARKETING ANALYTICS SPENDING
Labor remains the single biggest budget item
Source URL: http://gtnr.it/1aDdTve
GROWTH POTENTIAL
Labor must begin to align with spending
Source URL: http://gtnr.it/1aDdTve
MASS TRANSIT
Moving people and data is a complicated process
Source URL: http://gtnr.it/1aDdTve
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MOTIVITY MARKETING, INC.
What’s wrong with it?
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MOTIVITY MARKETING, INC.
Brand Control
Your Message:
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Brand Control
My Message:
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MOTIVITY MARKETING, INC.
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EXPERIENCE
Customers viewed as targets first, advocates second
Source URL: http://ibm.co/mPno3H
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MOTIVITY MARKETING, INC.
What’s right?
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MOTIVITY MARKETING, INC.
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MOTIVITY MARKETING, INC.
What’s going to make it better?
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MOTIVITY MARKETING, INC.
INTERNAL RESOURCES
Team Structure
Cross divisional leadership
Internal team champions
Soften departmental borders
Maintain vertical expertise
Budget to build team, community & knowledge
PARTNER SELECTION
Qualities of a good partner
Industry knowledge
Channel knowledge
Tactical capabilities
Flexible processes
Capabilities & needs
Communication & reporting
Thought leadership
ADVICE
Find connections
Build tech around people
Don’t build tech to avoid people
ADVICE
Data isn’t people
Automation isn’t strategy
Discipline isn’t over
ADVICE & AUDIENCE DISCUSSION
If the partner fails, you’ve failed
Collaborate, define execute
Don’t panic
YOU’RE WELCOME!
Contact:
www.motivitymarketing.com
