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InIn--depth Customer Profile on depth Customer Profile on Marketing ROIMarketing ROI How a Global 2000 Brand Achieves Their ROI Goals for Marketing

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The Marketing Imperative

2

What are the new objectives of marketing?

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The Marketing Imperative

Elevated Customer  Experiences

“Which of the following are major technology themes for your marketing organization?”

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The Marketing Imperative

Return On Marketing  Investment

Elevated Customer  Experiences

1414 3636

2626 4242

2525 4444

2424 4646

3434 4040

2929 4747

2727 4747

3333 4444

4343 4242

4646 4343

Extremely Important Very Important

Leveraging marketing technology advances

Justifying marketing investments enterprise wide

Marketing innovation/creativity balanced against driving business growth

Building marketing knowledge in trends and developments

Maximizing customer profitability

Managing brand strategy

Overall marketing accountability

Integrated marketing communications

Linking marketing to financial performance

Alignment of organizational marketing goals

Challenges of being more business relevant:

cooper roberts research, 2008

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Targeting The Business Impact

RevenueEnhancement

CostExtraction

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Size of company• $750M in revenues• 5,000 employees

Marketing department• 200 people, globally located. Marketing centers in China, London and NY

Agency• 9 key outsource agencies: advertising, PR and Web 2.0, and collateral

Product launches• Quarterly product releases, with a major release every year

Marketing efficiency, shrinking budgets by 10%. Position

themselves for strong growth emerging from the recession

Business to Business Co.

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Customer Experience

Marketing Execution

Modeling the business impact: Cost Drivers

Time

ExpectedRevenue

Ramp

Actual Costs

Target Marketing Costs

Marketing Collateral Production

Reduce by $150,000

Sales Collateral Production

Reduce by$100,000

Agency Costs

Reduce by$400,000

Marketing Systems

Reduce by$100,000

Costs

Rev

enue

s

Business to Business Company’s Marketing

Budget is 5% of revenue = $37.5M

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Customer Experience

Marketing ExecutionRevenues

Time

ExpectedRevenue

Ramp

Actual Revenues

Modeling the business impact: Revenue Drivers

“I want a true interactive and personalized

experience… recommend products I’m truly interested in!”

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Customer Experience

Marketing ExecutionRevenues

Time

ExpectedRevenue

Ramp

Actual Revenues

Modeling the business impact: Revenue Drivers

“Sales and partner sales are ramping much too

slow”

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Customer Experience

Marketing ExecutionRevenues

Time

ExpectedRevenue

Ramp

Improve sales ramp - $1.1M

Actual Revenues

New customer acquisition - $2.5M

Increase sales close rate - $2M

Increase share of wallet - $1.3M

Modeling the business impact: Revenue Drivers

Business to Business Company’s revenue

goal is $6.9M.Less than 1% revenue

increase.

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Customer Experience

Marketing Execution

Brand reputation and equity

Regulatory compliance

Rights security and IP protection

Social media leverage and governance

Modeling the business impact: Strategic Benefits

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Doing the Analysis

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Principles behind the analysis

You need to own the numbers

Simplify to critical areas

Involve the organization: “ROI workshop”, and finance

Run different scenarios

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Documentum Solutions for Interactive Marketing

MarketingProcess

Management

Customer Communications

Management

Customer Intelligence

Management

Brand Management

Web Experience

Management

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Brand Management

Marketing Repository

Video Management

3D Image Management

Collateral Production

Presentation Management

Agency Collaboration

Image Management

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Revenue drivers: sales ramp and new customer acquisition Revenue drivers: sales ramp and new customer acquisition

Ensure right brand assets for field salesperson, distributor, loEnsure right brand assets for field salesperson, distributor, local public cal public relations firm, journalist, or whoever else need it relations firm, journalist, or whoever else need it -- within minutes. within minutes.

Increased advertising due to accessibility Increased advertising due to accessibility –– asset downloads no longer asset downloads no longer constrained by US eastern time zoneconstrained by US eastern time zone

Cost saving drivers: agency costs and collateral productionCost saving drivers: agency costs and collateral production

Elimination of cost of shipping invoices between global officesElimination of cost of shipping invoices between global offices

Reduction of nonReduction of non--creative agency fees saved millions per yearcreative agency fees saved millions per year

Trusted source for all brand assets reducing information

silos.

Brand Asset Repository - Customer-

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Low hanging opportunities

Video Management

3D Image Management

Collateral Production

Presentation Management

Agency Collaboration

Image Management

Marketing Repository

Global Image Library

Agency Collaboration

Presentation Management (especially B2B)

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Web Experience Management

Marketing Repository

WebAuthoring

DynamicDelivery

Web 2.0 andAnalytics

Design and Site Management

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Live FeedsLive FeedsLive Feeds

Social NetworkingSocial NetworkingSocial Networking

TailoredTailoredTailored

Blogs / WikisBlogs / WikisBlogs / Wikis

TaggingTaggingTagging

Rich MediaRich MediaRich Media

PollingPollingPolling

CustomerRevenue drivers:

Continuous product launches create 365 day publishing window

Web 2.0 and social media stack

Multi-channel publishing: Web, mobile, RSS, video

Business owners drive content, look and feel and social media activities

Cost savings drivers: marketing IT systems

Consolidate over 400,000 pages: 23 languages, over 1000 global publishers

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Marketing Repository

WebAuthoring

DynamicDelivery

Web 2.0 andAnalytics

Design and Site Management

Low hanging opportunities

Web 2.0 Enablement

Dynamic Delivery

Web Consolidation

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Documentum Solutions for Interactive MarketingMarketing Platform Best Practices

MarketingProcess

Management

Customer Communications

Management

Customer Intelligence

Management

Brand Management

Web Experience

Management

In the age of digital content, marketing departments are increasingly tasked with creating digital experiences to promote their companies’ brands. IDC believes that marketing departments can reap significant benefits from investment in an enterprise marketing platform.

IDC. August 2008, Melissa Webster

Marketers are in agreement; enterprise marketing platforms are critical for managing integrated, cross-channel marketing programs and

improving marketing efficiency.

Forrester. April 2008, Suresh Vittal

Top 4 Keys To Marketing Suceess… marketing technology platformsMarketingProfs, blog, 2009

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For further information

Visit us today at: www.EMC.com/ims

Download the IDC Whitepaper on Interactive Marketing at www.EMC.com/ims

Visit us on Facebook by searching for “EMC Documentum Solutions for Interactive Marketing”

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