Modernizing your Marketing Suzanne Martin 6 13-16

Modernizing Your Marketing Operations:

It Takes More Than Tech

© 2016 The Mx Group


10 years ago… Marketers generally operated with an audience’s basic demographics.

Today… Data lets marketers segment by: •  Location •  Interests •  Online behavior •  Almost anything!


Digital marketing was emerging, but marketers mainly focused on traditional tactics and channels.

What was cutting-edge is now common. •  Mobile apps •  Social media •  Video •  Personalized content And users are more sophisticated than ever.

Today… 10 years ago…


Marketing tech was just beginning to hit the scene.

There are 3,874* marketing tech solutions on the market. *An average of five new solutions hit the market every day in 2015!

Source: chiefmartec.com

Today…

10 years ago…

Are you in line with the times … or living in the past?



What’s Behind This Shift? •  The modern customer

has changed •  How your performance

is measured has changed •  Marketing’s contribution

to sales has changed •  The tools of the trade

have changed Source: Deloitte


Why Is Modern Marketing So Complicated? •  Finding tech with

the right capabilities isn’t easy

•  Operations surrounding the technology must change

•  So … the real issue is transformation, not technology

Source: Ascend2


Taming the tech isn’t really your problem. Your problem is modernizing everything around the tech.

Six Elements of Modern Marketing

Operations



A/B Test No. 789

A) Leave managing your sales funnel to chance

B) Buy an actual giant funnel and hope prospects just fall in

Test and determine a winner


•  The foundation of modern B2B marketing

•  Segmentation is essential

•  Personas and journeys are central to engagement

Strategy

Source: SiriusDecisions

The SiriusDecisions Demand Waterfall®


Because the buyer’s in control.

Why Set up Journeys?

Source: CEB and SiriusDecisions


The Power of Account-based Marketing

Source: 2014 Sep 25, SiriusDecisions Benchmark Index


9 out of 10 marketers agree modern marketing requires

an integrated marketing tech stack.

1 marketer is still drinking Crystal Pepsi while

flipping through his Rolodex.


Before you can fully leverage modern marketing practices, you need the right foundation.

Technology

Running campaigns and journeys across touchpoints

Assessing lead quality before sending to sales

Managing contact profiles and behaviors

Integrating metrics and insights to improve ROI and optimize operations

Managing lead conversion with sales team through the funnel

Ensuring consistent, accurate data throughout engagement


•  It’s not about what the system does — it’s about how it meets your needs

•  Think about what you need your ideal systems to do •  Ask yourself:

–  Does this tech do what I need? –  What gaps will it leave? –  Do I have the people and

infrastructure to run it in-house?

Think Capabilities, Not Features



Capabilities-based Technology Management Model SiriusPerspective: To address the challenges posed by the rapidly evolving technology landscape, use capabilities as guides to manage technology choices.

Define a capabilities map Activate the map 1 2

Identify business goals

Identify required processes

Identify and prioritize capabilities

Assess existing infrastructure to identify overlaps and gaps

Source potential capabilities to fill gaps

Evaluate technology purchases according to capabilities

Changes

Capabilities Map

© 2015 SiriusDecisions. All Rights Reserved


Want better data?

Swear off showering until your team creates a data hygiene strategy.

We give it a week. #ProTip


•  Data fuels all modern marketing efforts •  Segmentation and relevant data filters are critical •  Accessibility across “specialist systems” is important •  Accuracy is more important than ever for qualification,

personalization and predictive engagements

Data Management


•  Perform a data audit to eliminate duplicates, erase errors and fill gaps

•  “Traffic cop” software can keep data moving accurately between systems

Data Hygiene



A Data Management Case Study


•  A major tool company had 1.1 million records •  Data fragmentation was high: 5 databases and 150 sources •  Nothing in place to manage accuracy or completeness

The problem

•  Comprehensive data audit and usage requirements •  Consolidated, centralized marketing database •  Custom filters for easy sorting

The approach


A strong foundation for personalized, segmented journeys and campaigns

The solution


Marketing Proverb:

Don’t count your chickens before you’re sure they meet the criteria for marketing-qualified chickens.


•  Marketing and sales both want to turn leads into sales and revenue

•  Misalignment damages conversion, wastes time and loses money

Lead Management

Source: CMO Council


•  Create shared processes and definitions of qualified leads

•  Alignment workshops encourage communication between teams

•  Try telequalification for higher-quality MQLs

Aligning Sales and Marketing



Marketing Quiz:

Which of these will drive the most ROI?

Segmented, multi-channel marketing campaigns

A An ad in the classifieds

B Helping the nice Nigerian prince who emailed you

C


•  The days of one-size-fits-all marketing are long gone •  Programs should be targeted, highly personalized

and use multiple channels •  The best programs will support every stage

of the buyer’s journey •  Focus on relevance and value, not volume •  Content marketing is not campaign marketing

Marketing Programs


A Modern Marketing Case Study


•  A major automotive software company faced declining conversion rates

The problem

•  Website automation integration •  Lead scoring model •  Journey design and execution

The approach


The solution •  Marketo database assessment •  Marketo website setup •  Scoring model development •  Journey stream design and mapping •  Journey asset creation •  Attribution and reporting setup •  Campaign configuration and setup •  Campaign execution


118% of marketers make up metrics because it’s too

hard to find the results in their tech.


•  You can’t improve what you don’t measure! •  Real-time reporting will show you how your

operations are performing right now •  Companies that use data to make marketing

and sales decisions increase ROI by 15–20%

Measurement and Reporting

Source: McKinsey & Company


•  Open rates and click-through rates don’t tell the whole story

•  What matters more, activity or results? •  Your metrics should map onto the

SiriusDecisions Demand Waterfall •  What metrics matter to you and your team?

Get Metrics That Matter!

So What Have We Learned?


To be a successful modern marketer, you need more than tech. You need:


A Case for Change: Help Management See It Your Way!

•  The old buyer’s journey is dead •  There’s no new revenue in old marketing •  To succeed, you need to invest in the

right tools, processes and people •  Because if you don’t … the competition will

Wondering how you stack up?

Assess your modern marketing readiness at TheMxGroup.com/modernize


Marketing Proverb:

Give a man a lead and he profits for a day;

teach a man modern marketing and he profits for a lifetime.


Suzanne Martin Chief Marketing Officer, The Mx Group [email protected] 630-230-2574 linkedin.com/in/suzannedmartin @suzannedmartin

Thank you!

All rights reserved. © 2016 The Mx Group