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Most companies don’t know how to listen to customers. IBM interviewed more than 1700 CMO’s face-to-face about their vision, challenges and barriers. Ronald will talk about the Study results and look at the consequences for B2B marketing.
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Ronald VeltenMarketing Director Benelux
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Smarter Marketing
in a Smarter World
RONALD VELTENDirector Marketing, Communications & CitizenshipIBM Benelux
4
30 MINUTES PRESENTATIONTHE MAJOR CMO CHALLENGES & MARKETING AT IBM
5
30 MINUTES DIALOGUETHE MAJOR CMO CHALLENGES & MARKETING AT IBM
@ronaldvelten
#IBMB2B
7 out of 10
From Stretched to StrengthenedGetting Fit for the Future
16
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
