martech: the stack, the hacks and me - singapore · crm –customer relationship management cms...
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© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.
Martech: the stack, the hacks and me
How does a non-technologist make the stack work for them?
Kimberly NelsonHead of Marketing Operations, APAC - JLL
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Rapid Explosion of Martech
Source: chiefmartec.com
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© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 3
Mind the GapMarTech Utopia vs Business Reality
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Centralized vs Decentralized
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JLL Shift to Hybird
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Additional Considerations
• Is it aligned with company IT roadmap and security policies?
• Do you have the bandwidth to implement and drive adoption?
• Are there consistent requirements across markets?
• Long term funding?
• Enterprise solution vs off the shelf?
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MQL – Marketing Qualified LeadSAL – Sales Accepted LeadSQL – Sales Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System
Demand Generation Infrastructure
Account Based
SEO Paid Search
Public Relations
RetargetingProgram
Advertising
Paid SocialListening & Monitoring
Social Sharing
Soci
alM
edia
Sear
ch
INBOUND ACTIVITY
Content delivery
Tagged Web Traffic
Targeting with JLL and 3rd party data
Employee Advocacy
OLMs
Physical Events
Virtual Events / Webinar
Build Awareness
Nurture Conversion
OUTBOUND ACTIVITY
Even
tsC
ampa
igns
Client Comms
Surveys
Emai
l
DATA MANAGEMENT
ListAcquisition
Governance EnrichmentDe-dup. / Cleanse
Social Data
Sales Initiated Email
• Marketing supplied templates
• Tracking with Eloqua/Outlook plugin
Sales Collateral
Proposal and RFP Content
• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet
Sales Enablement Software
Business System
• Business won• Financials
Preference Center
Digital Body
Language
Uploaded Lists
Marketing Database
MARKETING AUTOMATION
Gated ContentUngated Content
IP Based Account Data
• Resource Tagging• Event Tracking• Progressive Profiling• Social Sign-on• Form
Standardization
JLL.comLanding pages/
Interactive Reports
Property Listings
Blogs / Microsites
Gating Process
Metrics
DIGITAL PLATFORM
Client Portals
CMS
Sales Data
Account Data
Contact Data
CRM SYSTEM
Tele Nurture
Sales Team
Opportunities and Sales
Closed Loop Feedback
MQL + Lead Score
SAL + Lead Score
SQL
Best-in-Class
• Acquired Contacts• Digital Body Language
Lead Qual.
Process
Website Personal-
ization Predictive Analytics
Business Intelligence
Web Analytics
Tag Manage-
ment
ANALYTICS
Digital Body Language
View
Marketing Dashboard
Sales Dashboard
Web Dashboard
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Conduct Tech Audit
different vendors
types of technology
Multiple redundancies, no one is communicating
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CS Demand Generation Infrastructure
Soci
alM
edia
Sear
ch
INBOUND ACTIVITY
OUTBOUND ACTIVITY MARKETING AUTOMATION CRM SYSTEM
Sales Dashboard
Marketing Dashboard
Tagged Web Traffic
Closed Loop Feedback
• Acquired Contacts• Digital Body Language
Even
tsC
ampa
igns
Metrics
• Marketing supplied templates
• Tracking with Eloqua/Outlook plugin
WEBSITE PLATFORM
Emai
l
Technology Partners
TBD TBD
TBD TBD
TBD
Content delivery
DATA MANAGEMENT
TBD TBD
Social Data
ANALYTICS
Web Dashboard
TBD• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet
AQL – Automation Qualified LeadMQL – Marketing Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System
• Business won• Financials
CMS
Already IntegratedPartially Integrated / Plans to Integrate in 2018Integration not currently on the roadmapProduct still being evaluated
Targeting with JLL and 3rd party data
TBD
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© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 12
How did we implement?
Tech EnhancementTech Acquisition
ProcessPeopleRetired
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© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.
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No one has all the answers
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Who owns MarTech?§ IT provides corporate perspective
and technical expertise.
§ Marketing operations provides business perspective and marketing expertise.
§ Collaboration will accelerate strategy achievement.
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Know your strengths
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MarTech ROI
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• How to evaluate new investments?
Beware of the shiny new toyIs it a need or a want?
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Less is Always More
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© 2018 Jones Lang LaSalle IP, Inc. All rights reserved. 20