marketing technology for the rest of us: run marketing so you can do more marketing
TRANSCRIPT
Marketing Technology for the Rest of Us: Run Marketing So You Can Do More Marketing
Katherine BerryFounder & CTOAllocadia@katherineberry
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How Did We Get Here?
The Current Landscape for Marketers
Macro-trends
The CMO has new pressures to quantify marketing performance
- IBM Survey of 1,700 CMOs
Shift to the Cloud• To improve business processes • To manage operational data
Shift in Buying• Consumers and Businesses • Access to information, any device
Shift to the CMO• Seat at the Executive Table• More responsibility
“Only 35% of marketing decisions are made using marketing analytics.”
- The CMO Survey, 2016
“Fewer than 20% of B2B organizations are comfortable with their ability to quantify the returns on marketing spend.”
- SiriusDecisions
As a marketer, how do you …
. . . while managing investments and driving revenue…
Attract new customers
Grow existing relationships
Build brand loyalty and advocacy
Run Marketing vs. Do Marketing
Today’s Marketers Have Two Jobs
Do Marketing Run Marketingvs.
Customer
Attract
Acquire
ConvertRetain
Advocate
Do Marketing
Create Engaging Customer Experiences by Overseeing the Customer Lifecycle
CMO
Plan
Budget
MeasureAnalyze
Optimize
Run Marketing
Manage and Optimize the Business Of Marketing
Both Are Essential
CMO
Plan
Budget
MeasureAnalyze
Optimize
Attract
Acquire
ConvertRetain
Advocate MustCoexist
Do Marketing Run Marketing
Run Marketing(MPM)
Do Marketing(Marketing Clouds)
Marketers Must Merge Both Jobs To Successfully Manage the New Customer Lifecycle
Do vs. Run
“It’s like Maslow’s hierarchy of needs, if I don’t Run marketing efficiently, then I can’t Do marketing effectively.”
- Senior Business DirectorMajor Banking & Financial Group
Why Is This So Difficult?
Six Martech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management
Six Martech Capability Clusters
1. Advertising & Promotion
2. Content & Experience
3. Social & Relationships
4. Commerce & Sales
5. Data
6. Management
Do
Do
Do
Do
Run
Run
Data/Management “Run” Challenges
1Plans“Unaligned”
Inability to Align Marketing Plans to CMO Objectives
2Investments
“Spreadsheet hell”
Lack of Visibility into Global Marketing Spend
3Measurement“Practically impossible”
Closing the Loop Between Marketing –Finance - Sales
How Can Different Marketers Run Marketing?
Marketing Performance Management For Every Marketer
CMO & Executives• Control & visibility over marketing mix
• Align with corporate objectives
• Make strategic decisions
Marketing Performance Management For Every Marketer
Marketing Operations• Accurate investment & returns data
• Streamline budgeting and planning process
• Provide meaningful insights across the org
Marketing Performance Management For Every Marketer
Demand & Field Marketing• Less time budgeting – more time marketing
• Gain insights into the next best action
• No longer needed to interface with Finance
Marketing Performance Management For Every Marketer
Financial Planning & Analysis• Gain visibility into distribution of marketing dollars
• Gain confidence that marketing is on plan
• Additional value—add insights
Success Stories
Jackie YeaneyExecutive Vice President,
Marketing & Strategy
Knowing how we are spending and executing gives me confidence that the entire marketing organization is contributing to the bottom line.”
Helena LewisSr. Group Manager, Global
Marketing Operations & Technology
You can never have global insights if you operate in spreadsheets.”
Gina ReeseBusiness Intelligence ManagerGlobal Marketing Operations
In implementing a marketing performance solution we have definitely built a lot more confidence across all of marketing and strengthened the relationship that we’re building with finance as well.”
David CohenDirector of Business Planning
It’s all about having the intelligent ROI conversation. Not only managing our money, but also where we should be spending our money. That way, we can make better strategic decisions.”
AbstractMarketing Technology for the Rest of Us: Run Marketing So You Can Do More Marketing
B2B buyer demands have changed the game for B2B marketers. Because of their personal experiences as consumers and thanks to digital technologies, B2B buyers expect a consistent and personalized experience in every stage of the purchasing journey. Thanks to a fast-growing martechlandscape, CMOs today have an unimaginable amount of tech at their disposal to meet increasing customer expectations. Many of these technologies are campaign-focused – helping marketers domarketing. But, to truly implement this vision of personalized one-to-one customer conversations, marketing teams also need to understand and integrate budgeting, planning and analytics – and learn how to run marketing efficiently. When marketing organizations link front-end and back-end technologies, they benefit from more operational efficiency and can devote more time, energy and budget to their most important customer-facing work.
At the end of this session you will be able to:-Make your marketing dollars work harder-Prove what's working and what's not - and what to do about it-Link the customer experience with marketing performance
Speaker: Katherine Berry, Founder & CPO, Allocadia
Outline
• How Did We Get Here?• The Current Landscape for Marketers• Run Marketing vs Do Marketing• Why Is This So Difficult?• How Can Different Marketers Run Marketing?:
CMO, Ops, Field/Corporate, Finance• Success Stories
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