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LESSONS FROM ACROSS THE POND Justin Wong September 2016

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Wolters Kluwer Legal & regulatORY

Lessons from Across the PONDJustin WongSeptember 2016

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Lessons from Across the PONDKoen De WitteSeptember 2016

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director3

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Bud Cadell, 2016AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

6When marketers understand that the goal is the selling and not just running the promotions then they will sell a lot more stuff

Sergio Zyman, Ex CMO CocaCola Co.

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

Too many B2B marketers do not experience the full potential that MA platforms deliver. They are held back because they dont haveThe right targeting and demand management proces in placeThe right contact information in their databaseThe right content for engaging buyersThe right skill sets for managing the intersection of these efforts

Only 25% of organisations do fully realize the potential of their MA invesment85% of practinioners describe themselves as self-taught experts81% of B2B orgs spend less than $1000/year on marketing skills development7x is the gap in funnel/waterfall performance between avg and best in class

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The thought leaders once MoreAUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

9AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing DirectorOfflineOffline and DigitalAutomation & MartechOperational ExcellenceProcess ImprovementRevenue PerformanceReputation LeadsDemandRevenueEfficiency (capacity)Effectiveness (quality and results)Productivity

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TITLE PRESENTATION - First name Last name - Position within Lead Fabric10BUSINESS PROCESS: Modern Marketing

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

BuyerS journey13

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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B2B Industry Standard14

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

Lack of Efficiency & alignment? Costs!

TITLE PRESENTATION - First name Last name - Position within Lead Fabric16Marketing does not stop Where sales start

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Digital NOnsensewho is generating revenue?

67 percent of theBuyers journeyAUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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New Concept New ParadigmCommodityAUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

SALES ENablement20

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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CO FOUNDER ELOQUA - CTOAUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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QUALIFICATIOn: Different ExpectationS 22

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

Timing is EVERYTHING 23

20% Followed up30% Qualified20% Dont buy80% Not Followed up70% Disqualified80% Do buy

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

Modeling & B2B Alignment Split Journeys from FunnelsFunnel becomes Demand WaterfallMarketing attributionMarketing spend re-distributionBenchmarkingAlignment governanceTargetsContent needsSLAAnalytical and improvementTITLE PRESENTATION - First name Last name - Position within Lead Fabric24

Standardization enables Benchmarking25

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

NEW MARKETER 26

Demand Creation leaders with MAP knowledge can better plan manage and lead teams to successful program execution as well as revenue contributionZEN- Koen De Witte- Managing Director

NOT ABOUT SET AND FORGET27

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

28USING IT

AUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

From multi to OMNI channeL 29

78% of customers dont receive tailored, cohesive experience across channelsSource: AccentureAUTOMATION DOES NOT HAPPEN AUTOMATICALLY- Koen De Witte- Managing Director

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Costly, INEFFICIENT, and it just does no longer work

Advertisers spent over$14B on display ads yet engagement rates are


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