what makes good marketing

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What Makes Good Marketing LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE World B2B Marketing Chief Congress 2015 SHANGHAI January 2015

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Page 1: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

What Makes Good Marketing

LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE

World B2B Marketing Chief Congress 2015 SHANGHAI

January 2015

Page 2: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Know your customers as individuals

Delight your customers

Create an authentic brand and culture

Deliver the bottom line

Page 3: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

1 CMO Study, January 20142 IDC: CX Predictions for 2015

Know your customers as individuals

91% of CMO say they should use more customer

data to drive decision making, but 34% claims customer data are collected infrequently1

35% of CMO has a thorough understanding of

how customers interact with the company1 By 2017, 15% of B2B companies will use more

than 20 data sources to personalize high value customer journeys2

High level of customer understanding drives superior

financial performances1 by

91% 34%

35%

62%

15%

Page 4: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Know your customers as individuals

Page 5: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

§  Instrument all the key touchpoints to gather the right data about each customer

§  Connect social media data, transaction data and other information to paint a more vivid picture of each customer, aiming to understand customer personal goals and emotions

§  Run real time customer analytics (descriptive, predictive, prescriptive) to generate new ideas on whom to serve, and how to best serve that individual

§  Use social mining techniques to identify and target micro-segments, and to refine product / services offering

Know your customers as individuals

Page 6: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

36% of CMO have an integrated digital and physical

strategy1

16% of CMO integrate all the touchpoints across all channels1

Focus on improving the customer experience drives

superior financial performances by 29% Leading Marketers are 5.6x more likely than peers

to use cross channels optimization technologies2

71% of positive customer experience translate into

loyalty, 65% lead to a product or service recommendation3

1 CMO Study, January 20142 State of Marketing 20133 Forrester North America Customer Experience Survey, 2011

Delight your customers 36%

16%

29%

56%

71% 65%

Page 7: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Discovery Engagement Purchase/AdoptionCommitment Advocacy

Delight your customers

Page 8: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

§  Create experience journey map that deeply understand and consider customer needs, drivers and emotions

§  Identify Moment of Truth in the customer experience, and make sure you deliver the promise

§  Create and automate in real time a system of engagement to deliver these personal interactions

§  Break down company silos, integrate channels

§  Build a system of shared values and behaviors that focuses employee activity on improving the customer experience

Delight your customers

Page 9: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

1 Meaningful Brand Index, Havas Media, 2013

20% of all brands are seen to meaningfully

positively impact people’s live1

The Meaningful Brand Index outperforms the stock markets by 120% - as much as top hedge funds1

In Asia, people’s relationship with brands is stronger: people perceive that 39% of brands contribute notably to improve people’s quality of life and would care if 51% of brands disappeared 1

Create an authentic brand and culture

20%

120%

39%

51%

Page 10: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Create an authentic brand and culture

Page 11: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

§  Drive the intentional management of brand and culture

§  Develop an acute understanding of the company reputation by actively listening and engaging in social media

§  Systematically close the gaps between the company’s unique character and its reality—in all critical interactions

§  Ensure that systems are in place to manage the

risks of being a social business §  Shelve the commercial pitch in favor of

authentic storytelling

Create an authentic brand and culture

Page 12: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

12012 BRITE-NYAMA Marketing in Transition Study2 State of Marketing 2013

37% of CMO do not mention any financial metric

when discussing their results1

57% of CMO are not basing marketing budget

based on expected ROI1 22% of CMO are using brand awareness as the

sole measure to evaluate marketing spending1

Leading Marketers are 2x more likely than peers

to measure marketing based on Customer Lifetime Value2

Deliver the bottom line

37%

57%

22%

2X

Page 13: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Know your customers as individuals

Delight your customers

Create an authentic brand and culture

1.  Reach / Touches I.  New Clients / New Buyers II.  Engagement (online / offline)

2.  Responses I.  Touches to Responses Conversion Rate II.  Lead Development Capacity

3.  Leads I.  Responses to Leads Conversion Rate II.  Numbers / Value of Leads Generated

4.  Revenue I.  Win Rate / ROI On Marketing Spend II.  Customer Lifetime Value

Metrics

Acquire New Customers

Cross Sell, Up Sell

Increase Loyalty

Outcomes

Deliver the bottom line

Page 14: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

§  Project and track financial return of marketing investments

§  Link operational metrics to strategic objectives to financial performance, and drive ongoing interlock with Sales

§  Define key metrics across the marketing funnel, and use the metrics to review / adjust strategy and execution

§  Focus on outcomes: Customer Acquisition,

Share of Wallet, Loyalty

Deliver the bottom line

Page 15: What Makes Good Marketing

shanghai | january 2015 | luca destefanis | twitter: @lucadeste

Luca Destefanis. IBM [email protected] @lucadeste ibm.com/csuitestudy

谢谢!