Unleashing the Power of Modern Marketing

Unleashing the Power of Modern Marketing

Hitu Chawla, Director Enterprise Marketing, Microsoft India

July 29, 2016

The Rise of the Chief Marketing Technologist

Are we ready to evolve from a

CMO CMTO?

February 24, 2008

“Chief marketing technologist” 345 matches

8,090,000 results

Let me share with you the story of a guy

named Mayur.

Reference : Neo of the Marketing Matrix by Scott Brinker @chiefmartec

Java Developer

Mayur started his career as a Java developer.


Java Developer

Senior Java Developer

He was very good, and he was soon promoted.


Java Developer


Enterprise Architect

He was then promoted to an Enterprise Architect, managing his own team.


Java Developer



Senior Architect

He was promoted again and his responsibilities

and team grew.

Java Developer



Senior Architect

Technology Director

He rose to become a Technical Director, with significant influence and authority over the technology of the business.


Java Developer



Senior Architect

Technology Director

?

Now take a guess. What was Mayur’s next position?


An executive role in software development

or IT, perhaps?



or IT, perhaps?

Reporting directly to the CTO or the CIO?



or IT, perhaps?

Reporting directly to the CTO or the CIO?

Good guesses…


Mayur is the Global Head of Marketing Technology &

Innovation at Kimberly-Clark.


Mayur works in Marketing and Advertising. Ultimately, he reports up to the CMO.


Not what you expected?


I could have given you a hint that he previously worked for SapientNitro, a leading interactive agency.


But before any agency stereotypes colored your perceptions, I wanted to emphasize his

technical credentials.


But before any agency stereotypes colored your perceptions, I wanted to emphasize his

technical credentials.

Mayur is a bona fide software architect.


So what’s he doing in marketing?


Marketing Technology

Marketing Technologists

Mayur exemplifies a new kind of marketing professional: a marketing technologist.





A marketer who understands technology.





A marketer who understands technology.

A technologist who is passionate about marketing.


But why do we need Marketing Technologists, anyway?


21% of CEOs think technical expertise is a top 3 CMO skill

Only 13% think agency experience is

Digital is the New Buzz!

Can Technology be that Change

Agent?

↑ Sales Ready Lead

ↆ # of Lost Opportunities

↑ Customer Satisfaction

Automate Internal Processes…

Technology as the Change

Agent?

Scenario 1: Data-Driven Targeting

Scenario 1: Data-Driven Targeting

•Right person – person who is a potential buyer

•Right message – relevant message

•Right time – person who is ready to engage with sales

Targeting the Right Individual(s)

Sales Ready 15%

Not Sales Ready 60%

Junk 25%

Sales Ready 15%

Not Sales Ready 60%

Junk 25%

Being a ‘Social Seller’

1. “Have leveraged LinkedIn Sales Navigator (LSN) to identify key CXOs within my accounts and track their daily activities with alerts delivered right into

my Inbox. When Founder of XX Consulting liked one of our Azure blogs, I instantly

reached out to him and today we are looking at closing a $50K Azure order and initiating an engagement on Azure ML.

2. LSN also helps you track key contacts, keep a tab on the business and trends. XX Pvt. Ltd. was rated as one of the best workplaces to work for. I reached

out to the CHRO to congratulate them and talk on further improving productivity which has led to renewed interest by their team in evaluating O365.

3. XX Inc. Sales head reached out to me asking for a discussion around CRM after seeing one of my posts on Dynamics.

4. I have followed people on Twitter and have had them follow back as they found my

tweets timely and relevant. The CTO at XX Systems started following me on Twitter which led to our first meeting.”

.

S. MERCHANT Sales Manager @

Microsoft

Social Advocacy

Engagement Approach : Peer to Peer

The Right Experience to deliver that Right Message

Future Unleashed : Flagship CXO Summit

MAHINDRA SMART

CONNECTED CAR

India Services Solutions Win

Showcase:

• Augmented Reality – Auto

Hotspot with X-ray views

• SUVerance Solution:

Collaborative Discovery, 3D

Visualizations and SUV

customization

• ‘With you Hamesha’ portal

showcase: Real-time car

health and trip information

Immersive Experience Zone: Auto

AMWAY SMART RETAIL

India Services Solutions Win

Showcase:

• Catalogue Application: QR

code scanning and Sales

Assist Catalogue Application

• Smart Table: Aiding product

discovery and engagement

• Virtual Makeover Application:

Kinect based customer

engagement solution that

supports product selection

through buying

Immersive Experience Zone: Retail

Relevant Content 115 Breakouts, By Industry, Key Trends & Specific Role Types

Outcome

ENGAGEMENT : 3040+ CXOs, Govt. Elites,

Influential Leaders, +300,000 Virtual Attendees

7%

42%

5%

11%

18%

3%

3%

7% 4%

EMS

Dynamics

Tools Other

SQL/Power

Server (Win

Window

O365 (& Office)

Azure

Pipe Accelerated $YM

Net New Pipe : $XM

SOCIAL : #FutureUnleashed trended #1

100M Reach, 33K Engagements, 15K

Conversations

MEDIA:

600+ Media Stories

22 Front Page Stories 9 Mast-head Exposures

ADVOCACY : 65 Customer Speakers

Technology as the Change

Agent?

Scenario 2: Predict & Personalize

Standard Nurture

Pause 2 Days

Has Prospect Clicked

No Yes

Send Case Study1 | Request for a call

End

Pause 3 Days

• Start

• Send Introduction Mail

• Pause 2 days

• Send Whitepaper 1

•

•

•

•

•

•

•

•

Send Case Study 1

End Open 14%

Predict & Personalize

Behavior Nurture

Predict based on actual Buying Behavior & Behavior Nurture

• Web behaviors

• Purchase behaviors

• Social behaviors

• Content consumption

• Specific email interactions

• Offline behaviors

Open 3%

Shoot & Hope

↑ 5X Lift

Once you have Predicted… Personalize Engage one-to-one

Is Email Marketing Still Effective?

• Every $1 spent on email marketing businesses see an average return of $44

• Of the 91% unsubscribing from email 46% cite irrelevant messages as the reason

• Personalized emails generate 6x higher transaction rates (than non-personalized

messages)

• Yet 70% of brands still fail to customize their email marketing campaigns

Subject Line : "Eek -- something you like is almost sold out!"

Your Friends at Myntra

Hello Ms. Agarwal,

I see that you have demonstrated interest in our Marketing Automation Software. In order to help you discover how Microsoft Dynamics Marketing (MDM) can benefit you, I would like to set up a 15min call to go over your current Marketing Environment.

I can then make specific recommendations on how MDM can drive huge marketing results and act as a force multiplier for your sales team.

Would you be available next Friday at 10AM or Monday 1PM? If not, is there any other time that works best for you

Regards, Hitu Chawla | Enterprise Marketing Lead | Microsoft India (() +91 124 415 8000 | (È) +91 9873 184913 |

Follow-up 1

Hello Ms. Agarwal,

Just Following up on the mail I sent a week ago in regard to setting up a brief call to learn about your current Marketing strategy and discuss how MDM can boost your efforts and drive higher campaign ROI

To give you a sense in how effective MDM is in driving higher conversions from marketing pipe, I have attached for your reference a case study of one our largest FMCG customers, who is in similar business as yours on how they have converted their marketing campaigns effectiveness and now contributing ~11% to companies overall revenue

Since we haven’t connected yet, would this Monday at 1PM work for a brief call? Or please feel to propose a time that best works for you


Follow-up 2

Hello Ms. Agarwal,

Given our inability to connect, in order to best meet your needs as well as make it easy for you to respond, please click on the Option below that most closely describes your thoughts on MDM:

Option 1 : I am going to purchase a marketing automation solution, and want to learn why I should select MDM. Option 2 : I am investigating marketing automation, and want to learn more about the benefits of MDM. Option 3 : I am note ready to investigate MDM, but please reach out next month. Option 4 : I am not interested in MDM, but like your marketing content.


Follow-up 3

http://www.microsoft.com/en-in/default.aspx








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