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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

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

    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

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

    MARKETING CLOUDS FAILED TO

    DELIVER ON THEIR PROMISE

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

    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

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

    MARKETING CLOUDS ARE SELF-INTERESTED AND

    COMPLEX

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

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

    Marketers are confined to tools within the suite Integrations with technology

    outside of the cloud suite require custom work.

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

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

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

    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%

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

    WHY ARE MARKETING CLOUDS

    TRYING TO BUILD CDPS NOW?

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

    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

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

    MARKETING CLOUDS JUMP ON THE CDP BANDWAGON

    March 25 March 26 May 6 March 26

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

    ALMOST A YEAR IN, CDP CAPABILITIES ARE MORE LIP -

    SERVICE THAN FOUNDATIONAL CHANGES

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

    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

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

    FOUR REASONS MARKETING CLOUDS

    AREN’T CDPS – NOW OR EVER

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

    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.

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

    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.

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

    MARKETING CLOUDS PRIORTIZE THEIR OWN

    INTEGRATIONS, CROSS-SELL, AND UP-SELL,

    NOT INNOVATION

    MARKETING CLOUD CDP

    VS.

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

    MARKETING CLOUDS ARE NOT

    PLATFORM OR DATA AGNOSTIC

    MARKETING CLOUD

    VS.

    CDP

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

    BREAK FREE FROM MARKETING

    CLOUDS

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

    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?

  • © 2020 BlueConic, Inc. All Rights Reserved. Any disclosure, copyin