the cmo imperative | data driven results

accelerate™integrate

years experienceglobal partnerscustomers worldwide

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The CMO Imperative| Data Driven Results

accelerate™integrate2

Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]


Brendan PetersonISV Technical EvangelistScribe Software @[email protected]


Today’s Presentation

• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up


Marketing Automation is Hot

Marketing automation will lead CRM application segment growth with a 10.7% compound annual growth (CAGR) through 2016, reaching a total market value of $4.6B.

Gartner, 2013


Data is King

4.5The hours per week the average employee spends tracking down information they need to do their job.1

15%The percent of businesses that have fully integrated their customer-facing systems3

70%The percent of businesses that plan to spend more on data-related marketing initiatives in 20132

$14BThe size of the CRM market in 2013 according to Gartner, December 2012.4

55%The percentage of businesses that consider data integration to be a critical component of their information management strategy according to Ventana Research

1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft2 Infogroup, January 20133State of Data Integration Survey, Scribe Software, March 20124CRM Revenue Forecast, Worldwide 2009 – 2016, Gartner, Dec 2012


Data is King

CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships.

How Customer Data is Used:• Segmentation/targeting [67%]• Pre-sale product education

[56%]• Needs-based content [54%]• Delivering offers to buy [58%]

From Stretched to StrengthenedIBM Institute for Business Value Global CMO Study


Integrated Marketing Delivers Results

38% Higher Lead Conversion with IMA

Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group

accelerate™integrate Source: The State of Customer Data Integration 2012, Scribe Software

The Data Integration Gap


Data Challenge


Why is Integrated Marketing So Elusive?

We don’t fully understand what it is

We don’t know where to start

We don’t know how to finish


What is NOT Effective Integrated Marketing?

• Simply extending parts of your Marketing Automation platform into CRM• Don’t cripple the best tools for the job!

• Integrating data and process across applications at every level• Let the crazy ones solve the unified customer

database / MDM problem• Avoid death by tight coupling


1. Utilize a platform that provides for expansion and change

2. Utilize an experienced implementation partner

3. Define discreet use cases (who, what, when)

4. Define the logical data mapping (including any pre-requisites)

5. Prioritize based on business value vs. cost/complexity

6. Implement 7. Repeat for the next priority

Steps to Success


Example

Use Case: When a customer order is processed in our ERP application for over $10,000, capture the customer and contact data and pass it to our MA system for inclusion in our weekly Elite customer program campaign.

Business Value: Increased sales to high value customers through exclusive promotions in the Elite customer program. Expected add’l annual revenue of $1 MM ($500 per Elite customer at 2,000 new Elite customers per year).

Logical Data Map:MAP #1: CAPTURE LARGE CUSTOMER ORDERS FROM ERP AND SEND TO MA FOR ELITE INVITATION Use Case(s) Supported: 1

Frequency: Every 24 hours Data Volume: up to 100 records per day Latency: 90 minutes

Source: ERP Target: Marketing Automation Object Filter Lookup Key Object Operation Lookup Key API (s)

Contacts All main billing contacts that have a related order record that was newly created and was over $10,000.

contactid (GUID) Subscriber Update or insert CustomerNumber CreateSubscriber UpdateSubscriber

Notes: The CustomerNumber which is maintained in ERP and shared with CRM needs to be stored in the subscriber record in the MA system.


Product Demonstration

1. create subscribers from Dynamics AX and associate them with an Elite customer list

2. update Subscribers with attribute data from Dynamics CRM3. execute send to subscribers from within ExactTarget4. update Dynamics CRM with send and subscriber level metrics for

analysis and follow-up

17

Product purchase history

Send + Subscriber Metrics

Contacts + Leads + Marketing Lists


ROI on Data in Marketing is Big MoneyB2B Example

B2C Example %Baseline New Improvement Improvement

Number of emails sent per month 10,000,000 10,000,000

Email open rate 10.0% 10.5% 0.5% 5%

Monthly open volume 1,000,000 1,050,000 50,000

Conversion rate 20.0% 20.5% 0.5% 2%

Average sales price 100.00$ 100.00$

Email driven revenue per month 20,000,000$ 21,525,000$ 1,525,000$ 8%

%Baseline New Improvement Improvement

Number of emails sent per month 50,000 50,000

Email open rate 15.0% 15.5% 0.5% 3%

Monthly open volume 7,500 7,750 250

Conversion rate 5.0% 5.2% 0.2% 4%

Average sales price 20,000.00$ 20,000.00$

Email driven revenue per month 7,500,000$ 8,060,000$ 560,000$ 7%


What Next

1. Get started on it tomorrow

2. Pick off the low hanging fruit

3. Build experience and momentum

4. Tackle the more complex high value use

cases

5. Achieve Effective Integrated Marketing

Automation



Stop by our booth number 420, visit www.scribesoft.com or talk to our ISV partners:

Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]

Brendan PetersonISV Technical EvangelistScribe Software @[email protected]

http://www.scribesoft.com/

the cmo imperative | data driven results

Technology

data growth

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data integration gapintegrate

datarelated marketingdecember

effective integrated

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customer relationships

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