Earley Executive Roundtable - Making Sense of Marketing Technology

Copyright © 2015 Earley Information Science1 Copyright © 2015 Earley Information Science

Earley Executive Roundtable SeriesMaking Sense of Marketing Technology

August 27th, 2015

Presented bySeth EarleyCEOEarley Information ScienceClick to watch a recording

of this webinar

http://info.earley.com/roundtable-marketing-tech

Copyright © 2015 Earley Information Science2

Today’s Agenda

• Welcome & Housekeeping– Session duration & questions– Session recording & materials– Take the survey!

• Introduction– Dave Zwicker

• Panelist Introductions– Seth Earley, CEO, Earley Information Science (@sethearley)– Tim Bourgeois, Executive Editor, ChiefDigitalOfficer.Net (@ChiefDigOfficer)– Tami Cannizzaro, Sr. Dir., Global Demand Generation, eBay (@tamicann)

• Panel Discussion

• Questions & Answers

• Join the conversation: #earleyroundtable


Making Sense of Marketing Technology

The State of Martech


The Marketing Tech Landscape

• $20B industry (IDC)

• Complex ecosystems

• Over 2,000 vendors

• Dozens of categories

• Lots of unknowns:

– System complexity

– Platform integration

– Information architecture

– ROI & time to value

ChiefMartec Gartner

Forrester Luma Partners

Some Perspectives…


Key Industry Trends

Internal Trends

• Marketing has become a technical discipline

• Digital marketing budgets are on the rise

• The CIO to CMO transition of power is underway

• CMO’s will spend more on IT than the CIO by 2017

External Trends

• Customer experience is the new battleground

• Omni-channel is integral to the customer journey

• Personalization is now a customer expectation

• Mobile becomes a critical ecommerce channel


Making Sense of Marketing Technology

Classify & Simplify the Martech Landscape

Self-Assess With a Martech Maturity Model

Build a Marketing Technology Roadmap

Anticipate and Overcome the Challenges• CMO-CIO Alignment (business to IT)

• System Integration Requirements

• Information Architecture Requirements

• Ease-of-use & Expertise Required

• Measuring ROI & Business Impact


Today’s Panel of ExpertsSeth Earley, Tim Bourgeois, Tami Cannizaro


Seth Earley, Founder & CEO, Earley Information Science

[email protected]@sethearley

• Over 20 years experience in data science and technology, content and knowledge management systems, background in sciences (chemistry)

• Current work in cognitive computing, knowledge and data management systems, taxonomy, ontology and metadata governance strategies

• Co-author of Practical Knowledge Management from IBM Press

• Editor of Data Analytics Department IEEE IT Professional Magazine

• Member of Editorial Board Journal of Applied Marketing Analytics

• Former Co-Chair, Academy of Motion Picture Arts and Sciences, Science and Technology Council Metadata Project Committee

• Founder of the Boston Knowledge Management Forum

• Former adjunct professor at Northeastern University

• Guest speaker for US Strategic Command briefing on knowledge networks

• AIIM Master Trainer – Information Organization and Access

• Course Developer and Master Instructor for Enterprise IA and Semantic Search

• Long history of industry education and research in emerging fields


Why is this so hard?

Fast change

Technology landscape

shifting very quickly

Many inputs

Multiple internal

processes support the customer lifecycle

Nothing’s perfect

Personalization and

contextualization is the holy grail but many approaches are flawed

Market pressure

Vendors claims are not substantiated

but organizations fear losing out

Complex alignment

Marketing technology

fluency requires

corresponding internal processes

and capabilities

Not sexy

Governance and core

architecture is neglected as

unsexy

The boundaries of marketing, customer acquisition, sales, support

and service are no longer clear.

Customer experience needs to be considered across the full lifecycle of the relationship


Simplifying the Process

Understand and map the customer lifecycle

Define customer engagement strategy at

each step of that lifecycle

Survey and assess existing tools and approaches for

outreach

Define the future state based on competition, industry maturity and customer expectations

Align internal processes with engagement strategy and technology landscape

Develop the implementation roadmap

based on enterprise maturity and highest value

areas of opportunity


Mapping the Customer Lifecycle

Each industry has unique stages of customer engagement with common processes:

Learn• Prospects need to learn about the

organization and offering – usually the primary goal of marketing

Choose/Select/Make Purchase• They need to choose, select or make their

purchase – typically part of the sales process

Acquire• They need to acquire the product or service

– this may be through a dealer, agent, in store pick up, online processes or delivery

Use• They need to use the product or service –

product or service usage requires some interaction

Support• They may need to get support, assistance or

maintenance while consuming the product or service – use and support can overlap or be distinct parts of the lifecycle

Engage• They need to continue to be engaged so that

they can advocate for the product or service – this can be through community development, social media or word of mouth


Mapping the Customer Lifecycle

Learn Buy Get Use Pay Support

Learn Choose Purchase Use Maintain Recommend

Research Choose Apply Process Close Service

Discovery Awareness Consideration Purchase Retention Advocacy

Manufacturing

Each industry has unique stages of customer engagement with common processes

Telecom

Insurance

Financial Services


The Information Ecosystem | Experience and Enterprise Processes

Learn Buy Get Use Pay Support

Marketing Sales Distribution Service Finance Support

Customer Experience

Enterprise Processes: Departments/Functional Areas

• Event Management

• Webinar tools• Promotion

management • Social media• Marketing

resource management

• Inventory Management

• Supply chain • Logistics and

Distribution • Point of sale

systems

• Ecommerce • CRM• Web content

management • Sales

Management • Marketing

resource management

• Knowledge base/ Unsupervised support

• On line documentation/ help systems

• Ecommerce • CRM• Billing system• Web content

management• ERP/ Accounting • Credit card

authorizations/ EFT

• CRM• Knowledgebase/

Unsupervised support

• On line documentation/ help systems

• Call center call tracking

• Trouble ticketing

The nature of organizational processes leads to islands of information and fragmentation of systems and an inability to have a 360 degree view of the customer


The Customer Journey and Digital Technology

Inbound H H M L M L

Outbound H H L M M H

Analytics H H H H M H

Integration H H H M M H

Transaction N/A N/A H N/A N/A N/A

Learn Choose Purchase Use Maintain Recommend Learn Choose Purchase


Outbound

Campaign Mgt(ABC)(DEF)(GHI)

H H H H M H

Email marketing (JKL)

H H M H M H

Social media (MNO)(PQR)(STU)

H H L H L H

Soc media listening(VWX)

(YZ)

H H L H H H

GREENLegend GreenYellowRedTan

Appropriate functionality given current maturity and business objectives Acceptable but not optimal functionality Below required capabilities Less critical functionality given current state and business strategy

YELLOWREDTAN

YELLOW

RED

TAN

REDRED

YELLOW YELLOW YELLOW

GREENYELLOW

RED RED

YELLOW

GREEN

Current Technology Stack

Maturity and capability leveraging current technology stack*

* Source: Interviews and Maturity Model

YELLOW YELLOWYELLOWGREEN GREEN GREEN

YELLOWYELLOW

Learn Choose Purchase Use Maintain Recommend


Customer Experience: Technology Classes, Process and Technology Maturity

Customer Experience Technology Maturity Model

Technology Classes to Support the Stages of the Customer Journey

Customer Experience Maturity Model


Tim Bourgeois

Tim BourgeoisFounder & Executive

EditorChief Digital Officer

• A 15-year veteran of the digital industry and a partner at East Coast Catalyst, a Boston-based digital strategy consultancy

• The founder and executive editor at ChiefDigitalOfficer.net, a global community of senior digital professionals

• During his career, he has consulted to both household brands and early-stage startups on digital and marketing technology strategies, including Black & Decker, The Boston Globe, Comcast, Constellation New Energy, Mac-Gray, and TIBCOSpotfire


Marketing Technology Strategies



“The problem isn’t that all these [marketing technology] tools aren’t great. And it’s not necessarily pricing, since the cost of most of these tools is very reasonable. The problem is more basic: there just aren’t enough people on our team to use them.”

Todd UngerChief Digital OfficerDaily Racing Form



Do

• Employ a needs-based approach• Prepare for stumbles • Audit the state of your operation &

repurpose/repurpose/repurpose• Make martech part of someone’s job

description• Pick your battles thoughtfully• Pursue hidden gems• Hold on and maybe even dig in

further to proven *analog* techniques such as newsletters and direct mail

Don’t

• Commit to a formal strategy until you’ve done testing

• Overspend on technology• Employ a scattershot approach;

focus on a manageable number of technologies and tools

• Overlook 2nd and 3rd order ROI metrics


Tami Cannizzaro

Tami CannizzaroSr. Dir., Global Demand

GenerationeBay

• Senior marketing executive with over 10 years of experience in the technology sector

• Author of the popular blog, "Digital Age of Marketing" and has been recognized by Forbes as on of the Top 100 Must-Follow Marketing Minds

• Applies her deep knowledge of marketing processes for managing brand and pipeline across channels to speak with authority to a global audience on digital and content marketing

• A high-energy, innovative leader with a proven track record for designing integrated marketing programs that drive measurable business results


Brand Journey and Experience


Customer Journey and Technology


Panel Discussion

Tim BourgeoisFounder & Executive

EditorChief Digital Officer

Seth EarleyFounder & CEO, Earley

Information Science

Tami CannizzaroSr. Dir., Global Demand

GenerationeBay


Suggested Resources

• Gartner http://www.gartner.com/marketing/digital/research/transit-map/?srcId=1-5192796981

• Chiefmartec.com http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

• Luma Partners http://www.lumapartners.com/presentations/the-evolving-digital-marketing-technology-landscape/

• Data Mentors http://www.datamentors.com/blog/4-breakthrough-technologies-can-fuel-your-marketing-strategies

• CIO.com http://www.cio.com/article/2886388/marketing/marketing-automation-is-big-really-big-business.html

• Infoworld http://www.infoworld.com/article/2612895/crm/where-marketing-execs-are-spending-all-those-tech-dollars.html

• Harvard Business Review https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist

• Conductor http://www.conductor.com/learning-center/182-marketing-executives-reveal-their-2015-success-tactics/

• Smartinsights http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/

• Econtent Magazine http://www.econtentmag.com/Articles/Column/From-the-Chief-Digital-Officers-Desk/How-to-Navigate-the-Treacherous-Marketing-Technology-Landscape-104902.htm

• Chiefdigitalofficer.net http://www.chiefdigitalofficer.net/

• Tami Cannizzaro’s blog http://www.tamicannizzaro.com/blog/

• Earley Information Science blog http://www.earley.com/ideas-insights

•

http://www.gartner.com/marketing/digital/research/transit-map/?srcId=1-5192796981

http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/

http://www.lumapartners.com/presentations/the-evolving-digital-marketing-technology-landscape/

http://www.datamentors.com/blog/4-breakthrough-technologies-can-fuel-your-marketing-strategies

http://www.cio.com/article/2886388/marketing/marketing-automation-is-big-really-big-business.html

http://www.infoworld.com/article/2612895/crm/where-marketing-execs-are-spending-all-those-tech-dollars.html

https://hbr.org/2014/07/the-rise-of-the-chief-marketing-technologist

http://www.conductor.com/learning-center/182-marketing-executives-reveal-their-2015-success-tactics/

http://www.smartinsights.com/managing-digital-marketing/marketing-innovation/marketing-technology-2014/

http://www.econtentmag.com/Articles/Column/From-the-Chief-Digital-Officers-Desk/How-to-Navigate-the-Treacherous-Marketing-Technology-Landscape-104902.htm

http://www.chiefdigitalofficer.net/

http://www.tamicannizzaro.com/blog/

http://www.earley.com/ideas-insights

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Earley Information Science helps organizations establish a strong

information architecture and content management foundation

Specializing in making information more findable, useable and valuable to drive digital commerce innovation, enhance customer experience, and

improve operational efficiency and effectiveness.

Realize your digital transformation vision with EIS.

Earley Information Science (EIS)

A trusted information integrator

Founded – 1994 Headquarters – Boston, MA

www.earley.com

Seth Earley, CEOEmail: [email protected]

Twitter: @sethearleyLinkedIn: www.linkedin.com/in/sethearley

mailto:[email protected]

http://www.linkedin.com/in/sethearley


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