understanding the marketing technology landscape
TRANSCRIPT
Michael KrigsmanFounder@[email protected]
Scott Brinker:Author & Editor
Understanding theMarketing Technology Landscape
Marketing Technology in ContextWhat, Why,
How
You are
here.
Marketing Technology is a Vast Space
Source: Signal, September 2014
Evolving rapidly
Evolving at light speed
Has been growing steadilyHas
evolved slightlyNot
much
Analytics software affects our perceptions.
Marketing automation software affects our processes.
Social media software affects our engagement strategy.
Marketing apps software affects our touchpoints.
CRM software, by definition, affects our relationships.
Does Marketing Technology Help Us Sell?
Relationship Drives Revenue
Most companies think they arecustomer-focused
Do Customers Agree?
No. Delivery Gap
Talkis cheap
TraditionalTools / CRM
are for Manageme
ntYuck
.
CRM Train Wrecks are
Common
.
CRM Failure Rates
Gartner 2001: 50%Butler Group 2002: 70%Selling Power, CSO Forum 2002: 69.3%AMR Research 2005: 18%AMR Research 2006: 31%AMR Research 2007: 29%Forrester Research 2009: 47%
Digital Empowers the Individual
Digital: Transparent GoodnessClarity on customer behavior and actionsBrand openness and availability
Meg BearGroup Vice President
“Interaction with customers that feels much more personalized because it’s direct and targeted. While simultaneously being
much more material to your business.”
DigitalExpectations
Tailored contentOngoing relationshipEfficiency
Larry Augustin
CEO
“Engagement is a measureof customer satisfaction.”
Engagement Makes Money!!!
Digital influence
on retail sales(physical stores)
Marketer Marketing Software
Web Services
Client Software
CustomerExperience
What’s a marketer to do?
MarTech: Team Sport
Marketing expertsCreative typesTechnologists and IT
Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
Old
Sch
ool
IT &
Eng
inee
rs
Marketing Expertise
Tech
nolo
gy E
xper
tise
Old School Marketers
New School:Marketing TechnologistsCreative Technologists
Growth HackersChief Digital Officers
Data ScientistsO
ld S
choo
lIT
& E
ngin
eers
AdaptorDie
Worldwide Marketing Software Forecast 2014-2018
Source: IDC
$20.2 billion
$32.4 billion
CMO:I’m ready to take over our IT spend!
CIO: Why me?
By 2017 the CMO will spend more on IT than the CIO. – Gartner
Kim Stevenson
CIO
“There are no IT projects.They are all business projects.”
Are You Marketing or Technology?
79 percent Have own technology budget
27 percent of tech spend Outside of IT
43 percent Technology development is too slow
CMO Survey
Mission: Listen and Serve
Create Loyalty
3Empowercustomer
relationships
2Amplify
the customer’s
voice
1Listento the
customer
The Marketing Technologist’s Opportunity
4Build
loyalty and engageme
nt
MarTech Magnifies
Your Impact
10x