SAP Fuqua Marketing Forum Breakout Session 9-14-16 Fred Isbell Senior Marketing Director and Head of...

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Navigating Digital Transformation –Meeting the Challenges of the Modern MarketerFred Isbell

SAP SE


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About Fred Isbell

Senior Director, Thought Leadership, Planning

and Demand Management for SAP Digitsal

Business Services Marketing

Joined SAP 2000 as Director North America

SMB Channels Marketing 2000-2004

Senior Director NA Marketing and Head of

Services Marketing 2004-2012

Solutions and Services Marketing Compaq

Computer/Digital Equipment Corporation 1988-

2000

Senior Consultant, Burke Marketing Services

and IRI 1985-1988

BA Economics & Political Science Yale and

MBA Marketing Duke Fuqua School of

Business; Fuqua Scholar and recipient of 2015

Fuqua Alumni Exemplary Leadership Award

http://www.fuqua.duke.edu/alumni/volunteer/volunteer-recognition/#tab_award-exemplary-service-intro


Agenda

Modern Marketing

Innovation Adoption 101

Thought Leadership

Digital Transformation

Navigating Innovation & Marketing Technologies

Resources, Information and Q&A


The Era of the “Modern Marketer”


Modern Marketing is Happening NOW

Source: Scott Brinker @chiefmartec

http://www.chiefmartec.com

Marketing must provide the

“glue” binding different parts

of the company around the

brand promise – and embrace

five key responsibilities:

Represent the voice of the

market

Synchronize the customer

experience across all channels

Be the brand steward

Capitalize on insights

Be an integrator and force

multiplier across the company

Source: SAP Customer Engagement & Commerce (CEC)

http://www.chiefmartec.com/


Modern Marketing Insights & Key Requirements

Marketing’s Shifting Priorities Fundamental Changes in Marketing

Key Drivers

• Buyer Behavior: More prospect interaction is occurring

online, shortening the actual time for sales engagement;

the need for a digital relationship has never been more

urgent

• Marketing Measurement: The global economic crisis

forced marketing to become more measurable,

integrated, and accountable Source: SiriusDecisions

Source: ITSMA

Source: ITSMA

Marketing must Align with SalesBuyers Journey & Resource Optimization


Key Elements of “Modern Marketing”

Source: SiriusDecisions


The “New” Buyer’s Journey Unites and Aligns

Sales and Marketing

How this is different: No implicit hand-offs

between sales and

marketing

Majority of exploration done

on-line before talking to a

sales rep

Introduces new content

requirements – importance

of mobile-ready content

Departure from traditional

“Marketing funnel”

Source: IDC 2013Source: Kapost 2016


The “Secret Sauce” Understanding Buyers Personas

Defining buyer personas helps drive customer-centric innovation and go-to-market strategy

Understand both New and Understood Buyer Personas and develop insights

that drive and inform other activities, including messaging development,

campaign design, content strategy and defining market requirements for

product/solutions innovation


10 Tips for Digital Marketing Success & Modern Marketing

Think “big issues” when deciding where to focus

Identify and build out your buyer personas

Leverage social to find ideal prospects and

accelerate list growth

Look for new ways to collect data that will enhance

your marketing

Invest the time to map out your customer journey

Think multichannel personalization

Craft content that does more than just ask

contacts to buy

Double down on improving mobile app

engagement

Incorporate more video into your marketing mix

Add value to your transactional emails

Silverpop's "10 Tips for Digital Marketing Success in 2016“: http://bit.ly/1TPLt4b

http://bit.ly/1TPLt4b

Innovation Adoption 101


Business & Market Context:

The Pace of Change is Accelerating

0% 10% 20% 30% 40% 50% 60% 70%

Pace of Change (%)

Q: Has the pace of change increased for your organization?

No, Not at All Yes, I Think So Absolutely

33%

61%

6%

Source: Incite Marketing Customer Study, 2015


Innovation Adoption 101:

The Model & Segmentation

Innovation Adoption:

A model that classifies

adopters of innovations

based on their level of

readiness to accept

new ideas

Innovative adoption

characteristics are

assigned to groups --

all innovations go

through a predictable

process before

becoming widely

adopted.

The groups consist of

early adopters, early

majority, late majority,

and laggards

Source: dictionary.com

Source: Rogers, G. Moore, MIT Sloan/CAP Gemini

“Crossing the chasm”

Early adopters achieve:

+9% revenue creation

+26% impact to profitability,

+12% market valuation


Innovation Adoption 101:

Time to Innovation Adoption

Source: Rogers, Moore, McKinsey

Inflection point

(curve begins to

slow) = point of

“critical mass”

Key -- get there

quickly, whether

users or product

volume, etc

Failure to “cross the

chasm” (Geoffrey

Moore) or reach

critical mass =

doomed to a

smaller, sub-optimal

market and much

smaller market

share

Source: “No ordinary disruption”, McKinsey, May 2015

Thought Leadership


The Importance of Story Telling to Modern Marketing

Good storytelling helps cut though the

clutter and overload of information

Storytelling is classic “showing” rather

than “telling” and has a personal

element to it that is linked to the

persona of the target audience

You tell the audience the story you want

them to hear – not relying upon them to

piece together the elements of the story

You build a narrative told by you in a

coherent and compelling narrative

Use the “Pixar format” – a setup, a

challenge and a resolution

Pixar’s Andrew Stanton TED Talk on Storytelling:

https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en

Story Telling Infographic:

http://nurturenow.lookbookhq.com/2016-

nurture-touch-4/infographic

https://www.ted.com/talks/andrew_stanton_the_clues_to_a_great_story?language=en

http://nurturenow.lookbookhq.com/2016-nurture-touch-4/infographic


Thought Leadership Two-Minute Drill

Thought Leadership Sits at the Pinnacle of a

Successful Content Marketing Strategy

Source: Forrester 2013

“Thought leadership is not a one man

show .. it is a virtual team and not a

formal organizational structure”

Thought leadership takes a team of the best

minds in the organization (and beyond)

Source: Sirius Decisions

Develop a Thought Leadership Platform

Source: Forrester

SAP Programs Model IDC Buyers Journey Forrester Customer Life

Cycle

Thought Leadership is great storytelling

delivered across the buyers journey and

customer lifecycle w/ focus early on and

mostly in a digital and/or off-line format

Updated 7-11-16

Definition: A thought

leader is an individual or

firm that is recognized as

an authority in a

specialized field and

whose expertise is sought

and often rewarded

Timing: Tied to the

awareness and

consideration phase of the

Buyer’s Journey and

(sometimes) pre-demand

generation and always

before purchase phase

Format: Usually Before a

prospect or customer

engages a sales person,

and often digital in format

Thought Leadership maturity varies from

organization to organization and is dynamic and

consistently evolving; SAP is on the upper-end

of Thought Leadership maturity in our industry

along with IBM, CISCO, and others

ITSMA Thought

Leadership

Maturity

Model

“The purpose and process of thought leadership is widely

misunderstood and misapplied, causing mixed results”

-- SiriusDecisions


SAP Customer Success:

The Digitalist

SAP platform for Thought

Leadership and

Executive Research

BLOG contributions from

internal and external

thought leaders

Executive Quarterly

tablet magazine

Executive Research

including white papers,

infographics and more

All shared & promoted

through social media

marketing

2M+ page views YTD,

900K unique visitors Executive Research

Executive

Quarterly

Tablet

Thought Leadership BLOGS

www.digitalistmag.com

Social Media Sharing

http://www.digitalistmag.com/

Digital Transformation


Why Do We Need to Respond to New Technology and Innovations?

Bill McDermottSAP CEO

May 2015

"Innovation has created a

digital economy and

digitization is affecting all

businesses and all industries.

So how do you make this

transition to digital? Simple.

Every business in here today is

in a state of transformation”.


Digital Transformation – a Definition


Digital Transformation:

The common issues we hear


SAP Digital Business Framework

Navigating Innovation &

Marketing Technologies


My Information Technology (IT) Journey & Navigation

IBM 3270

Terminal

c.1982

Compaq

“Portable”

c. 1983

Tech

Stack

c.2015

Desktop,

Laptop &

iPAQ PDA

c. 1998


IDC Perspective:

Adoption of 3rd Platform Technologies

Enterprises are using 3rd platform technologies to create value and

competitive advantage through new offerings, new business models,

and new relationships

Source: IDC


Cloud

Abundance of cost-

effective computational

power and storage

Social

Connected business

and social networks

Big

Data

Real-time analytics

for behavioral and

predictive insights

More than 60% of CEOs expect 15-50% of their

earnings growth in the next 5 years to come from

technology-enabled business innovations.

– McKinsey study, 2013 ”“

Innovation Technologies Will Drive Digital Transformation

Internet of Things (IoT)

Machine to Machine communications and sensor-based Data


SAP Customer Success: McLaren


SAP Customer Success: MIT

Migration to Suite on HANA in the HANA

Enterprise Cloud (HEC) builds foundation

for

Real-time access to transactional data

HANA Cloud Platform (HCP)

SAP Fiori

SAP S/4

Enable a flexible staffing model to rapidly

gain access to specialized technical skills

and quickly respond to community needs

Enable staff to focus on MIT-specific,

differentiated needs

Disaster Recovery (DR) availability outside

of Boston metro area

Improved performance



NHL.com

Real-time Statistics w/ SAP HANA

Enterprise Cloud (HEC):

NHL.com powered by SAP HANA

Enterprise Cloud, SAP analytics and data

visualization

Goal: increase fan engagement &

deepen loyalty

Includes new design, introduction of

enhanced statistics & visualization

capabilities

Playoff prediction tool/bracket challenge

Strong results:

• 98 years worth of NHL statistics

• 25% increase in new visitors since the

new stats section was launched

• 45% increase in time and engagement on siteNHL Customer Testimonial Video

http://sap-customers.flowcenter.de/mfc/medialink/6/de09509547639ff2f870d1d1d9d988c5de5c30f21733c458a4fb1240eaebe03ea806/SAP_Sapphire2015_NHL_ChrisFoster_FINAL_360p.mp4



Internet of Things (IoT)

Kaeser Kompressoren –

air as a service

Mercedes-AMG – engine

testing in real-time linking

testing applications to SAP

analytics

CenterPoint Energy --

smart metering for a North

American leader in energy

distribution

Honda R&D -- connected

cars & using sensors and

IoT for a sense-and-

respond paradigm to

increase efficiency


Navigating the Marketing Technology Landscape

Focus your Learning &

Development upon:

Customer Relationship

Management (CRM)

Marketing Automation

Marketing Dashboards

Digital Media

Big Data and Analytics

Data Visualization

Predictive Analytics

Source: Scott Brinker @chiefmartec

http://www.chiefmartec.com and Lumascape

The number of marketing solutions doubled year over

year (YoY) -- 3,874 marketing technology solutions

~3,500 unique vendors

Up from ~350 in 2012 my first Fuqua Marketing

Conference

http://www.chiefmartec.com/


SAP is a long-time trusted leader

in transforming businesses


Upcoming SAP Events at Fuqua

SAP Corporate Education

Session sponsored by

the Fuqua Marketing

Club – Tuesday

September 20th 6:00 PM

AWIB Women in

Technology Breakfast

Wednesday September

21st

SAP Keynote at Fuqua

High Tech Symposium

Wednesday September

21st

SAP Recruiting Session

Thursday September 21st

1:30 PM


Resources & More Information

SAP.com: www.sap.com

SAP Community Network (SCN):

scn.sap.com

SAP Digitalist: digitalistmag.com

SAP Digital Business Services on

sap.com:

www.sap-digital-business-

services.com/

http://www.sap.com/

http://www.digitalistmag.com/

http://www.sap-digital-business-services.com/


Discussion and Q&A

© 2014 SAP SE or an SAP affiliate company. All rights reserved.

Thank You!Fred IsbellSenior Director,

SAP Digital Business Service Marketing

[email protected]

www.sap.com/services

Twitter: Fmisbell

Facebook: Fred M Isbell

Linked In: www.linkedin.com/pub/fred-

isbell/0/827/903Edit

mailto:[email protected]

http://www.sap.com/services

http://www.linkedin.com/pub/fred-isbell/0/827/903Edit

SAP Fuqua Marketing Forum Breakout Session 9-14-16 Fred Isbell Senior Marketing Director and Head of...

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Transcript of SAP Fuqua Marketing Forum Breakout Session 9-14-16 Fred Isbell Senior Marketing Director and Head of...