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Page 1 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
Capitalizing on
Marketing’s
New Tools and
Technologies
Nicole France
Senior Editor, Thought Leadership & Research
ITSMA
Kathy Macchi
Senior Associate
ITSMA
twitter hashtag:
#ITSMA15
Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 2 Tweet at #ITSMA15
What do we mean by marketing technology?
We define marketing
technology as
software and
services for improving
marketing and sales processes to achieve business objectives.
Page 2 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 3 Tweet at #ITSMA15
Consulting and technology solution providers are crossing the marketing technology chasm
2011 2013 2015
8 out of 10 companies have a
marketing automation system
in regular operation or
partially implemented
N values: 2011=84, 2013=87, 2015=85
Source: ITSMA Survey: Marketing Technology, March 2013, 2015;
Lead Management, August 2011
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 4 Tweet at #ITSMA15
The number of marketing technology providers has exploded!
use
10 or fewer technology
products/tools
Page 3 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 5 Tweet at #ITSMA15
The rate and level of investment in marketing technology is increasing but not everywhere
What are your spending
plans in FY2015 for
Tools*?
% of Respondents
(N~47)
Source: ITSMA, 2015 Services Marketing Budget Allocations and Trends
42%
28%
15%
7%
5%
3%
FY2015 (est.) (N=36)
How was/will your marketing spend be allocated across the following categories?
Mean % of Services Marketing Budget
People
Marketing Programs
and Campaigns
Content
Development
Strategy and
Planning
Tools Other
*Tools
Marketing Technology and Automation
Marketing Analytics
Marketing Performance Management
and Reporting
Increasing
spend
28%
Decreasing
spend
17%
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 6 Tweet at #ITSMA15
Many marketers
underestimate the amount
of process and behavior
change that is required
Accounting
System
Marketing
Technology
Solutions
Profitability Marketing
Effectiveness
Page 4 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 7 Tweet at #ITSMA15
Marketing technology
can do amazing things,
but not without a
solid foundation
68%
64%
37%
14%
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 8 Tweet at #ITSMA15
Frontrunners are setting the pace
and showing the way
It takes way longer than you want it to, way longer than you expected,
and it’s way harder than you thought it would be.
–Commercial innovation lead at a global tech company
Page 5 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 9 Tweet at #ITSMA15
Frontrunners are outperforming in every category
Note: Mean rating based on a 5-point scale where 1=Not at all well and 5=Very well.
* Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2015
How well has your organization been able to do each of the following as a result of your
marketing technology? Mean Rating
4.2
4.0
3.6
3.4 3.4
2.6
3.0
2.8
2.4
2.7
2.2
1.7
Increase marketingefficiency*
Track and reportmarketing impact*
Improve leadquality*
Personalizemarketing and
content*
Analyze datato predictbehavior*
Integrate the onlineand offlinecustomer
experience*
Technology Frontrunners (N~27) Technology Followers (N~56)
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 10 Tweet at #ITSMA15
Progressive Profiling at DocuSign
Level 1: IP address
Industry and company customization
drives webinars, case studies, white
papers, analyst reports, ROI calculators,
nurture track.
Level 2: Contact form
Personal customization brings in title,
department, possibly location, and
triggers more targeted marketing assets
and nurture tracks.
Level 3: Third-party data
Predictive lead scoring with Lattice
blends the contact profile and behavioral
information with third-party sources to
determine which leads are sales ready
and which need additional nurturing.
CASE STUDY
Page 6 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 11 Tweet at #ITSMA15
Centrally 56%
A mix of both 37%
Frontrunners are far more likely to manage their marketing technology centrally
Note: Differences are statistically significant.
Source: ITSMA Survey: Marketing Technology, March 2015
Centrally 81%
A mix of both 19%
Is marketing technology in your company managed and implemented centrally or within
separate divisions? % of Respondents
Technology Frontrunners (N=27) Technology Followers (N=57)
Within separate divisions
7%
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 12 Tweet at #ITSMA15
Going Beyond the Hand-off:
Standardize the process for identifying
MQLs and ensure follow-up by sales
teams
Rolled out global lead scoring
Marketo and Salesforce fully integrated
– Internal task force from sales, sales
ops, IT, marketing, regional marketing,
marketing ops
– Extensive training on Marketo,
Salesforce, and the new process
A software company facilitated process change and marketing technology adoption
CASE STUDY
Page 7 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 13 Tweet at #ITSMA15
Frontrunners have much stronger relationships with IT and sales―critical to ensuring effective systems and process change
Q. In your company or organization, how would you describe marketing’s relationship with IT/Sales? Note: Differences are statistically significant. Source: ITSMA Survey: Marketing Technology, March 2015
40
52
30
IT Sales
Technology
Frontrunners
(N=25)
13
Technology
Followers
(N=55)
Technology
Frontrunners
(N=27)
Technology
Followers
(N=57)
% that say the relationship is strong or exceptional
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 14 Tweet at #ITSMA15
HP generates goodwill—and a more effective sales force—with HP Sales Now, a mobile app
2-click access to curated HP content
from a mobile device
– Easy access to HP content
– Provides quantitative and qualitative
feedback on most valuable content
– Able to quickly focus sales teams on
new sales priorities
CASE STUDY
Page 8 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 15 Tweet at #ITSMA15
Frontrunners are using far more predictive analytics today
Note: Multiple responses allowed. * Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2015
What kind of predictive analytics is your organization performing?
% of Respondents
Cross-sell/up-sell
potential*
Propensity to buy*
Customer retention/
renewal vs. defection*
None*
48
48
59
19
Technology Frontrunners
(N=27)
Technology Followers
(N=57)
22
22
24
67
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 16 Tweet at #ITSMA15
CSC uses marketing technology to grow deals and market share with target accounts
“Deal Predictor” analyzes structured
and unstructured data from CSC and
external sources and uses “look-
alike” modeling techniques to find
best prospects
– Identifies new accounts that are
entering purchase phase for key
offerings
– Gives salespeople account intel to
engage new prospects more
effectively than competitors
Key related technologies:
6Sense, CSC’s big data “stack,”
Adobe Marketing Cloud,
Leadspace, Reachforce, Eloqua,
Salesforce
CASE STUDY
Page 9 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 17 Tweet at #ITSMA15
Frontrunners are already ahead when it comes to investing in customer experience and personalization—and increasing their lead
29*
20*
TechnologyFrontrunners
(N=21)
TechnologyFollowers
(N=43)
Other
Backbone platforms
Internal/marketing operations tools
Customer experience/ user interface tools
* Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2015
In Two Years … What percentage of your
organization’s marketing
technology investments are in
each of the following
categories?
% of Respondents
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 18 Tweet at #ITSMA15
Dell’s marketing platform uses personalization to engage with target audiences where they are
Generates leads by delivering the right
content at the right digital locations
– Serves personalized content in real
time
– Integrated with the lead nurture
program
– Establishes a feedback loop to
product teams developing content
Demand
Side
Platform
Dynamic Content
Optimization
Data
Management
Platform
CASE STUDY
Page 10 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 19 Tweet at #ITSMA15
Frontrunners are much more likely to have a formal marketing technology strategy, plan, and budget
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 20 Tweet at #ITSMA15
l Customer insight
l Predictive analytics
l Improve lead quality
Frontrunners are closer to the goal of building relationships not just generating more leads:
Primary
Marketing
Technology
Objectives
l Increase marketing efficiency
l Track performance
l Increase lead volume
What are the primary reasons your organization has invested in marketing technology? N=85
Source: ITSMA Survey: Marketing Technology, March 2015
Relationship Focus
Use insights to build relationships
through dynamic personalization,
conversation, and relevant content
Revenue Focus
Build the infrastructure to prove
and improve marketing’s contribution
to the pipeline
Page 11 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 21 Tweet at #ITSMA15
Going the distance is tough, even for the leaders
* Indicates a statistically significant difference. Source: ITSMA Survey: Marketing Technology, March 2015
Frontrunners rate
themselves higher
in identifying and
exploiting data for
analytics,
but still
only a
Just over half of frontrunners have fully integrated their marketing automation and CRM systems 56%
3.1
Only about
of frontrunners have
shared definitions with
sales of qualified leads—
and stick to them
1/4
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 22 Tweet at #ITSMA15
Limited marketing operations resources 30
Fragmented data 34
Lack of budget/resources for training 21
Poor quality data/lack of data 20
Insufficient technical knowledge in marketing 15
Integrating data and workflows across systems 15
Inefficient marketing processes 7
Top Box
Score (%)
What are the main challenges your organization faces with regard
to marketing technology? Mean Rating (N~78)
There are two recurring themes in the main challenges around marketing technology: skills and data
3.6
3.5
3.3
3.3
3.2
3.1
3.0
1 Not at All
Challenging
5 Very
Challenging
Note: Mean rating based on a 5-point scale where 1=not at all challenging and 5=very challenging.
Top box score is the percentage of respondents who answered "5" or "very challenging.“ Source: ITSMA Survey: Marketing Technology, March 2015
Page 12 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 23 Tweet at #ITSMA15
Technology tools are giving marketing more credibility with sales and senior management than it has ever had before
l Let business objectives drive your marketing
technology plan and priorities
l Keep your eye on the broader goal of building
relationships, not just creating leads
l Centralize, develop a plan, and establish a budget
l Identify and encourage marketing technology
affinities within your marketing team
l Experiment widely but aim to ‘fail fast’
l Look to peers for recommendations on tools
and vendors
l Invest in relationships, not just tools
l Plan for a journey—results take time
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 24 Tweet at #ITSMA15
Questions?
Page 13 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA
Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: info@itsma.com | Internet: www.itsma.com
Capitalizing on Marketing’s New Tools and Technologies
ITSMA Web Briefing | 14 April 2015
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 25 Tweet at #ITSMA15
Upcoming events enable marketers to explore best practices, sharpen skills, and network with peers
www.itsma.com/events
Capitalizing on Marketing’s New Tools and
Technologies – 23 April | Lunch Briefing | London
ITSMA 3-Session “Introduction to Account
Based Marketing” Online Training Program – 5, 12, 19 May | Virtual Course | Online | GL
2015 Marketing Leadership Forum
Delivering Incomparable Value – 2–3 June | Global Forum | Napa, California
Communicating Marketing Impact and ROI to
the C-Suite – 17 June | Global Web Briefing | Online
ITSMA Account Based Marketing Certification
Program | Program Kickoff—Application Required
– 30 June–1 July | Certification | Cambridge, Massachusetts
Leading Change: A High Performers’
Masterclass | By nomination only
– 2 July | Masterclass | London, United Kingdom
ITSMA Web Briefing | OLB150414 | © 2015 ITSMA. All Rights Reserved. | 26 Tweet at #ITSMA15
Thank You! Nicole France
Senior Editor
ITSMA
nfrance@itsma.com
+1-781-862-8500
Kathy Macchi
ITSMA Associate
ITSMA
kmacchi@itsma.com
+1-512-454-2423
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