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© 2020 eMarketer Inc.

Why Brands Will

Abandon

Marketing Cloud

Suites in 2020

Cory Munchbach

Chief Operating Officer

BlueConic

Marissa Coslov

Vice President of Business

Development

eMarketer

Sponsored content presented by

MODERATOR

February 25, 2020

Tech-Talk Webinar

PRESENTERS

Sean Gouldson

Director of Solutions Consulting

BlueConic

© 2020 BlueConic, Inc. All Rights Reserved. Any disclosure, copying, or distribution without permission is prohibited.

WHY BRANDS WILL ABANDON MARKETING

CLOUD SUITES IN 2020

Liberate Your Data to Transform Your Customer Engagement Strategy

EMARKETER WEBINAR, FEBRUARY 25, 2020


CUSTOMER DATA PLATFORM

© 2020 BlueConic, Inc. All Rights Reserved. Any disclosure, copying, or distribution without permission is prohibited. © 2019 BlueConic, Inc. All Rights Reserved. Any disclosure, copying, or distribution without permission is prohibited.

o Marketing clouds: underwhelming marketers since 2013

o And for their next act: CDPs! Sort of.

o Four reasons you shouldn’t get your CDP from a

marketing cloud

o Questions

AGENDA


MARKETING CLOUDS FAILED TO

DELIVER ON THEIR PROMISE


FOR A DECADE, MARKETING CLOUDS HAVE ATTEMPTED TO

BUILD SELL A SINGLE VIEW OF THE CUSTOMER

2000 2014 2014 2019

Enterprise Marketing

Software Suites

Wave

2012


MARKETING CLOUDS ARE SELF-INTERESTED AND

COMPLEX

Long time-to-valueAdditional training needed for new marketing technology within cloud suite. Long implementation processes.

Complexity of implementationDifficult to stand up and hard to replace any technology that doesn’t “play nice.”

Marketers are confined to tools within the suiteIntegrations with technology

outside of the cloud suite require custom work.

Multi-year contracts and constant upsell and cross sellMarketing Clouds want marketers to

adopt more of their own suite, even if it’s not the best for their business.


BUYING INTO MARKETING CLOUDS LEADS TO

DISAPPOINTMENT

According to Gartner, the number of marketers

that prefer an integrated suite is decreasing.

2018 2019

Source: 2019 Gartner Marketing Technology Survey. N=417; 2018 Gartner Marketing Technology Survey. N= 499

Despite the promise of scale and

centralized engineering know-how,

many users find that the “Marketing

Cloud” they purchased still contains

substantial gaps, whether a lack of

interoperable applications or data

models, inconsistent user experiences,

feature gaps or incomprehensible

solution pricing.

Benjamin Bloom,

Sr Director Analyst, Gartner

“38%

29%


WHY ARE MARKETING CLOUDS

TRYING TO BUILD CDPS NOW?


ACCESSIBILITY

Interface designed for

marketers to access & use

data without dependency

SYNCHRONIZATION

Connections to federate

consent to other marketing

channels & systems

SINGLE CUSTOMER VIEW

Customer profile as the

central object of the

marketing infrastructure

CROSS-CHANNEL

Suppress marketing across

channels & systems with

real-time segmentation

SCORES SEGMENTS

ONE PROFILE

REFRESHER: CDPS UNIFY DATA FOR MARKETER

ACCESSIBILITY AND UTILITY


MARKETING CLOUDS JUMP ON THE CDP BANDWAGON

March 25 March 26 May 6 March 26


ALMOST A YEAR IN, CDP CAPABILITIES ARE MORE LIP -

SERVICE THAN FOUNDATIONAL CHANGES


BRANDS NOW REALIZE MARKETING CLOUDS WEREN’T SET

UP TO DELIVER A SINGLE VIEW OF THE CUSTOMER

Process

Technology

Marketers lacked deep

technical knowledge needed

to build integrations

Integrations required hard

coding skills and were

bespoke to each technology

Databases /data warehouses

were built to house the best

data, not act on it

Marketers gain some technical

knowledge and skills

Technology is built with marketers in

mind – making business outcomes a

part of the technology

CDPs are built to unify customer data

and help marketers activate data

People


FOUR REASONS MARKETING CLOUDS

AREN’T CDPS – NOW OR EVER


PROCESSES WITHIN MARKETING CLOUDS

TAKE MORE TIME AND RESOURCES THAN

BUILT-FOR-PURPOSE CDPS

TECHNICAL SKILL

Built-for-purpose CDPs

allow marketers to use data

to install integrations and

use machine learning

models within minutes.

TIME TO VALUE

Ability for marketers to

execute lifecycle

orchestration in one place

eliminates the need to wait

for updated segment lists,

outcomes of machine

learning models, etc.


MARKETING CLOUDS DON’T OFFER AN

INTEGRATED UI TO COMPLETE MARKETING

OBJECTIVES – JUST THE VENEER OF ONE

TASK COMPLETED

FROM SINGLE UI

If you must log in to multiple

platforms to create an AI model,

then send the output of the model

to define a segment and send an

email, it’s not a CDP.

VALUE OF CDP IS

PRODUCTIZATION OF FEATURES

The whole is greater than the sum of

its parts. A CDP offers greater utility

by using a single UI to control data

that gets sent and ingested to

marketing system for greater

confidence and utility.


MARKETING CLOUDS PRIORTIZE THEIR OWN

INTEGRATIONS, CROSS-SELL, AND UP-SELL,

NOT INNOVATION

MARKETING CLOUD CDP

VS.


MARKETING CLOUDS ARE NOT

PLATFORM OR DATA AGNOSTIC

MARKETING CLOUD

VS.

CDP


BREAK FREE FROM MARKETING

CLOUDS


WILL THE MARKETING CLOUDS LET YOU DOWN AGAIN?

2 31 4 5 6 7

Marketing

Clouds start

off with the

premise of an

all-in-one

marketing

solution

Marketing

Clouds paint a

picture of

single platform

– but still

operate

separate

applications

Complex

integrations

with any

existing

marketing

technology

Services

needed to

supplement

complex

integrations

Marketing

Clouds

motivated by

cross-sell,

up sell, and

lock ins

Marketers

sunk time,

resources,

money into

creating cloud

integrations

Company

wants to use

new technology

– will you rely

on the Clouds

to stay ahead of

the curve?


MARKETERS WITH A BEST-OF-BREED TECHNOLOGY APPROACH GET MORE OUT OF THEIR STACK

60%

Source: 2019 Gartner Marketing Technology Survey. N=417

53%of marketers who use an

integrated suite report their

martech stack’s potential is

fully utilized

of marketers using a best-

of-breed approach report

their martech stack’s

potential is fully utilized


THE RISE OF THE MARKETING TECHNOLOGIST LEADS TO

BETTER SUPPORT FOR BEST-OF-BREED STACKS

88%82%

76%80%

70%

89%80% 77% 75%

70%

Research and recommendnew marketing technology

products

Operate marketingtechnology products as an

administrator

Train and supportmarketing staff on using

marketing technologyproducts

Integrate marketingtechnology products with

each other

Monitor data quality withinmarketing technology

products

2018 2019

Source: https://chiefmartec.com/2019/03/marketing-technology-job-responsibilities/


KEY TAKEAWAYS

1 2 3

Marketing Clouds set out to solve

the single customer view – but

lacked the right technology and

customer-centric profiles

Marketers get more utility out of

best-of-breed technology and can

focus efforts on building a

dedicated marketing technology

stack that meets their needs

Customer data platforms’

centralized profiles are designed

to handle real-time data. A built-

for-purpose CDP liberates data to

give marketers the most value

from their technology stack


Q&AGet in touch to learn more.

blueconic.com/contact

© 2020 eMarketer Inc.

Why Brands Will Abandon Marketing Cloud

Suites in 2020

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Cory Munchbach

Chief Operating Officer

BlueConic

Marissa Coslov

Vice President of Business

Development

eMarketer

Sponsored content presented by

MODERATOR

February 25, 2020

Tech-Talk WebinarQ&A Session

PRESENTERS

Sean Gouldson

Director of Solutions Consulting

BlueConic

why brands will presenters - emarketer...why brands will abandon marketing cloud suites in 2020...

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