© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.

Martech: the stack, the hacks and me

How does a non-technologist make the stack work for them?

Kimberly NelsonHead of Marketing Operations, APAC - JLL

2

Rapid Explosion of Martech

Source: chiefmartec.com

© 2017 Jones Lang LaSalle IP, Inc. All rights reserved. 3

Mind the GapMarTech Utopia vs Business Reality

4

Centralized vs Decentralized

5

JLL Shift to Hybird

7

Additional Considerations

• Is it aligned with company IT roadmap and security policies?

• Do you have the bandwidth to implement and drive adoption?

• Are there consistent requirements across markets?

• Long term funding?

• Enterprise solution vs off the shelf?

8

MQL – Marketing Qualified LeadSAL – Sales Accepted LeadSQL – Sales Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System

Demand Generation Infrastructure

Account Based

SEO Paid Search

Public Relations

RetargetingProgram

Advertising

Paid SocialListening & Monitoring

Social Sharing

Soci

alM

edia

Sear

ch

INBOUND ACTIVITY

Content delivery

Tagged Web Traffic

Targeting with JLL and 3rd party data

Employee Advocacy

OLMs

Physical Events

Virtual Events / Webinar

Build Awareness

Nurture Conversion

OUTBOUND ACTIVITY

Even

tsC

ampa

igns

Client Comms

Surveys

Emai

l

DATA MANAGEMENT

ListAcquisition

Governance EnrichmentDe-dup. / Cleanse

Social Data

Sales Initiated Email

• Marketing supplied templates

• Tracking with Eloqua/Outlook plugin

Sales Collateral

Proposal and RFP Content

• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet

Sales Enablement Software

Business System

• Business won• Financials

Preference Center

Digital Body

Language

Uploaded Lists

Marketing Database

MARKETING AUTOMATION

Gated ContentUngated Content

IP Based Account Data

• Resource Tagging• Event Tracking• Progressive Profiling• Social Sign-on• Form

Standardization

JLL.comLanding pages/

Interactive Reports

Property Listings

Blogs / Microsites

Gating Process

Metrics

DIGITAL PLATFORM

Client Portals

CMS

Sales Data

Account Data

Contact Data

CRM SYSTEM

Tele Nurture

Sales Team

Opportunities and Sales

Closed Loop Feedback

MQL + Lead Score

SAL + Lead Score

SQL

Best-in-Class

• Acquired Contacts• Digital Body Language

Lead Qual.

Process

Website Personal-

ization Predictive Analytics

Business Intelligence

Web Analytics

Tag Manage-

ment

ANALYTICS

Digital Body Language

View

Marketing Dashboard

Sales Dashboard

Web Dashboard

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Conduct Tech Audit

different vendors

types of technology

Multiple redundancies, no one is communicating

CS Demand Generation Infrastructure

Soci

alM

edia

Sear

ch

INBOUND ACTIVITY

OUTBOUND ACTIVITY MARKETING AUTOMATION CRM SYSTEM

Sales Dashboard

Marketing Dashboard

Tagged Web Traffic

Closed Loop Feedback

• Acquired Contacts• Digital Body Language

Even

tsC

ampa

igns

Metrics

• Marketing supplied templates

• Tracking with Eloqua/Outlook plugin

WEBSITE PLATFORM

Emai

l

Technology Partners

TBD TBD

TBD TBD

TBD

Content delivery

DATA MANAGEMENT

TBD TBD

Social Data

ANALYTICS

Web Dashboard

TBD• Proposal generator• Pitch and proposal integrator• Connect / JLL Intranet

AQL – Automation Qualified LeadMQL – Marketing Qualified LeadCRM – Customer Relationship ManagementCMS – Content Management System

• Business won• Financials

CMS

Already IntegratedPartially Integrated / Plans to Integrate in 2018Integration not currently on the roadmapProduct still being evaluated

Targeting with JLL and 3rd party data

TBD

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How did we implement?

Tech EnhancementTech Acquisition

ProcessPeopleRetired

© 2017 Jones Lang LaSalle IP, Inc. All rights reserved.

No one has all the answers

Who owns MarTech?§ IT provides corporate perspective

and technical expertise.

§ Marketing operations provides business perspective and marketing expertise.

§ Collaboration will accelerate strategy achievement.

Know your strengths

MarTech ROI

• How to evaluate new investments?

Beware of the shiny new toyIs it a need or a want?

19

Less is Always More

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