Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools...

13
Page 1 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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.

Transcript of Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools...

Page 1: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 1 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 2 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 3 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 4 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 5 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 6 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 7 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 8 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 9 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 10 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 11 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 12 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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: Capitalizing on Marketing’s New Tools and Technologies · Capitalizing on Marketing’s New Tools and Technologies ITSMA Web Briefing | 14 April 2015 Capitalizing on ... Frontrunners

Page 13 ITSMA | 91 Hartwell Avenue | Lexington, Massachusetts 02421-3137 USA

Phone: +1-781-862-8500 | Fax: +1-781-674-1366 | Email: [email protected] | 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

[email protected]

+1-781-862-8500

Kathy Macchi

ITSMA Associate

ITSMA

[email protected]

+1-512-454-2423