Ronald VeltenMarketing Director Benelux

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Smarter Marketing

in a Smarter World

RONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux

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30 MINUTES PRESENTATIONTHE MAJOR CMO CHALLENGES & MARKETING AT IBM

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30 MINUTES DIALOGUETHE MAJOR CMO CHALLENGES & MARKETING AT IBM

@ronaldvelten

#IBMB2B

7 out of 10

From Stretched to StrengthenedGetting Fit for the Future

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Deliver value to empowered customers

Foster lasting connections

Capture value, measure results

The interviewed CMOs discovered three key domains of improvement

© 2011 IBM Corporation

Benelux CMOs are more focused on understanding markets and campaigns rather than individuals to shape their strategies

84%Market Research

Consumer Reviews

86%Competitive Benchmarking

79%Campaign Analysis

35%Blogs

53%3rd Party Reviews

44%

© 2011 IBM Corporation19

81%Segmentation/targeting

64%Action/buy

55%Awareness/education

44%Interest/desire

48%Use/enjoy

38%Bond/advocate

Missedopportunity

Transaction focused Relationship focused

Benelux CMOs miss out on a huge opportunity by underutilizing internal and external customer data

© 2011 IBM Corporation

In Benelux the corporate character is less understood and significant work on internal branding needs to be done

Is your corporate character understood in the marketplace?

say understood and (strong) contributor to brand success

say no or limited understanding of

corporate character

Strong contributor to the brand’s successNot understood

56% 44%

0%

© 2011 IBM Corporation

In Benelux the corporate character is less understood and significant work on internal branding needs to be done

Is much more work needed to get employees on board?

say no or very limited work needed

say significant or much work needed

No work neededSignificant work needed

75% 25%

Is your corporate character understood in the marketplace?

say understood and (strong) contributor to brand success

say no or limited understanding of

corporate character

Strong contributor to the brand’s successNot understood

56% 44%

0%

© 2011 IBM Corporation

By 2015, ROI will be the leading measure of success

Marketing ROI 63%

Customer experience 58%

Conversion rate/new customers 48%

Overall sales 45%

Marketing-influenced sales 42%

Revenue per customer 42%

Social media metrics 38%

© 2011 IBM Corporation

But in Benelux we believe Net Promoter Score will be the number one method for determining success by 2015

Marketing ROI

Customer experience 61%

Conversion rate/new customers 51%

Overall sales 40%

Marketing-influenced sales 33%

Revenue per customer 42%

Social media metrics 30%

63%Net Promoter Score

53%

© 2011 IBM Corporation

Bottom line; to truly deliver marketing ROI, CMOs need to have significant influence across all four Ps, not just promotion

80%

56%

44%

44%

Promotion

Products

Place

Price

© 2011 IBM Corporation

Capabilities for personal success over next 3-5 yearsPercent of CMOs selecting capabilities

CMOs must expand their personal influence by shifting to new capabilities that focus on technology, social media and ROI

Leadership abilities 65%

Cross-CxO collaboration 49%

Competitive trends insights 45%

Management capabilities 31%

Understanding products/services value chain 30%

Social media expertise 25%

Finance skills 16%

Demand creation capabilities 30%

Technology savviness 28%

Analytics aptitude 45%

Creative thinking 60%

Voice of the customer insights 63%

1. Redefinition of marketings functional value

2. Simplified Segmentation Model

3. Full Marketing Automation

4. Digital Transformation

5. Field Enablement

5 of the steps moving IBM Marketing from stretched to strengthened

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MarketingEminence

Active development of a best of breed function

CapturingMarkets

The art and science of demand management

MakingMarkets

Planning and strategyfor future growth

CorporateCharacter

The intentional management of brand and culture

Implement an end2enddemand system and

result-driven attitude

Focus on building the IBM Brand and internal cultural transformation

Planning the strategy for future growth by focus

on growth playsAnd our roadmap 2015

Establish a best of breed Marketing team that is

recognized internally and externally

Redefinition of marketings functional value

Simplified Customer Model

Marketing Automation

http://www.theinteractivemarketingjourney.com/

Digital Transformation

Field Enablement

Increased Field Enablement