PowerPoint Presentation
Proprietary & ConfidentialRight image is an animated loop
that rotates through 3 images until everyone is ready.1Speakers
Rob BrosnanRegional Sales Director
Rob BrosnanMarketing Strategist
Rob BrosnanSolution Consultant
[email protected](650) 421-4200
[email protected](650) 421-4200
[email protected](650) 421-4200Proprietary &
ConfidentialContext is the futureCONTEXT CREATES
OPPORTUNITIESCONTEXT REQUIRES A DIFFERENT APPROACH
Proprietary & ConfidentialProprietary &
ConfidentialThank you for hosting us today.
There are three things that I really want to convince you up
today. First and foremost that we believe the context is the future
of marketing. Marketing is changing fast because of the spread of
new digital devices that are constantly connected to the Internet,
the growth of information and customer data, big changes in the
structure of media, and an entire revolution in technology. Why
does that matter to you? Customers have higher expectations of
engagement from brands, and that continuous engagement with
customers creates a new kind of loyalty that drives both short and
long term profits. Understanding and acting on context is what
allows you to create this continuous engagement and ultimately
unlock profits and competitive advantage.
Second because of this change in consumer expectations, that
early adopters of contextual marketing have new opportunities
available to them that their competitors do not. Context creates
opportunities tocreate new relationships with your customers and to
differentiate yourself from your competitor. I want to tell you
several examples of how weve helped our customers achieve that
through the course of this presentation.
Finally seizing these opportunities created by context requires
a different approach to technology in essence a new architecture a
new attitude toward services a focus on business transformation and
innovation and a new approach to pricing and packaging an approach
that incentivizes you to develop relationships with customers based
on context.3
Context Is Marketings FutureCreate New Customer HabitsBuild
Loyalty from EngagementGrow Revenue EfficientlyNew Technology
ArchitectureNew Innovation ServicesNew Pricing & Packaging
Understand & Activate Customers in the MomentProprietary
& ConfidentialProprietary & ConfidentialWe believe that
context is marketings future. Contextual marketing is the ability
to understand and activate customers in the moment. As I mentioned
earlier, all those new devices, new channels, and new content
create new ways of interacting with customers. It allows you the
opportunity to understand customers based on whats happening around
them and to become more relevant to them in order to activate them
towards your goals.
When you have the ability to decode and activate customers based
on context, youre able to do new things. First youre able to create
new customer habits or behaviors. That might mean creating new
shopping habits, as one of our great customers, Zulily, is able to
do. Zulily activates their customer base every single day at the
same time, 9 AM Eastern, activating customers on the notion that
Zulilys inventory is extremely limited. They have trained their
customers to expect and to anticipate that there are time-limited
rewards. And that the key to unlocking these rewards is through
participation in these new shopping habits. Establishing these
behaviors allows a brand to build a different kind of relationship
with the customer one that is extremely loyal. But this is a big
notion of loyalty, not just the traditional sense of earning and
burning points or miles. Its loyalty thats based on useful or
relevant engagement. This next-generation, engagement-based loyalty
puts your brand at the top of your consumers mind, making theme
ready and willing to participate with you when you roll out new
offerings. And when you can do that, you can grow revenue extremely
efficiently. That is the true promise of contextual marketing:
revenue and loyalty based on new consumer engagement.
To achieve this marketing strategy, we have we believe you need
a new technology architecture, built on the most modern of
platforms available so that it can scale up and down to the level
of customer activation that you need. But its not only technology.
You also need a new approach to services: one thats not focused on
outsourcing but on helping you do new things. One that helps you
enhance existing programs, yes, one that helps you build upon the
efforts that you have made to date. But it is about fundamentally
engaging with your customers in new ways as well show you. So its
technology and services, but it also requires a partner who takes a
new approach to the way that marketing applications are priced and
packaged. Why? If you are constantly worried about going over your
limits or incurring overages, you will likely not invest in that
build loyalty and lifetime value. Continuous engagement requires an
approach that incents you to engage customers, not penalizes you
for doing so.
At StrongView we call this present tense marking. PTM is our
brand for this strategy of contextual marketing and messaging. You
might hear me slip back and forth today between this notion of
present tense marketing and contextual marketing. Understand that
PTM is what we call contextual marketing.4Context Improves
RetailMAKE EMAIL MORE RELEVANT
No Longer Sufficient
Proprietary & ConfidentialSo far Ive given you a fairly high
level view of our vision for contextual marketing. Context is where
we believe marketing is going. But let me bring it down a little
bit closer to Earth. Let me show you what the difference is between
marketing as we do today in marketing as we will do it in the
future.
StrongViews platform today will help you improve traditional
personalization efforts: you know, the old Peppers and Rogers
vision of the right offer in the right channel at the right time.
This approach of combines lots of data about your customers and
their transactions, using analytics on top of that to understand
segmentation and the appropriate offer to make. This ability to
understand and execute that offer is all possible today within our
platform, and its far easier to do than with your current tool.
Indeed, we believe that this is the foundation of a great marketing
program.
On the left, you see an example of one of these programs. Here,
by analyzing 3 years of customer data, weve built a model that
segments in-store and online shoppers. For the in-store shopper,
weve dynamically assembled an offer that aims to drive the
recipient in-store. Our clients do see big improvements from this
level of personalization.
The problem is that while traditional programs are necessary,
they are no longer sufficient. All of these new consumer
expectations, new devices, and rapid innovation by all of your
competitors make it impossible for you to rely upon traditional
methods exclusively. In this example that I showed you, the
in-store offer might be a sufficient effort, but it does not work
if the recipient is currently in a location that is experiencing a
severe weather event. The customers current context will prevent
the in-store shopper from engaging with your offer. Not only is
that offer lost, but now that Google and other ISPs measure email
engagement, that offer might actually penalize you. We believe that
as we show on the right changing the offer or content based on
local weather here to accessories and handbags that dont require an
in-store experience allows you to own the context of the
individual.
Context allows you to add a new layer of relevance on top of
your traditional efforts. Contextual marketing is activating
customers based on understanding the state in which they find
themselves. By understanding the weather conditions, the
individuals location, and the activities there engaged, we can
become more relevance than we have before. We can turn that failed
email into a far more successful engagement or interaction by
incorporating contextual cues of the recipients current state.
Context is an additive layer over and above where we have
traditionally defined as personalization.5StrongView Named a
LeaderMOST VISIONARY STRATEGY & BEST-IN-CLASS TECHNOLOGYThe
Forrester Wave: Email Marketing Vendors, Q3 2014
Proprietary & Confidential"StrongView also articulated the
most visionary strategy of the evaluation."
Strategy & analytics services get top scoresBest-in-class
queries & segmentation, campaign performance testing, dynamic
content, data integration & securityHighest possible scores for
executive vision and development strategyStrong multichannel
reporting receives second highest rank
6
StrongView at a GlanceGlobal Offices: Silicon Valley, New York,
Dallas, London
Retail & eCommerceConsumerServicesTravel &
HospitalityMedia & EntertainmentFinancial Services
Founded 2002650+ Customers240 Employees
Proprietary & ConfidentialBefore we go further on the
pullback for second and just tell you a little bit more about my
company. StrongView is based in Silicon Valley. Our headquarters
are in Redwood Shores, and we have offices in New York, Dallas, and
London. We were founded in 2002 we have about 250 customers about
240 employees. Our investors are some of the best known in this
business: Sequoia Capital, Globespan, and DAG. If you know anything
about these investors, you know that they seek out the biggest
growth potential companies today.
In our time weve built some great customer relationships. We
serve retail and e-commerce, consumer services, travel and
hospitality, media, and financial services. Now I know that
everyone that comes in to present to you will show you a similar
slide right. There is even a term for this slides in the industry:
its called a NASCAR slides. Its really hard I think sitting on your
side of the table to understand whether these brands are actually
representative of what youre trying to do.
The best way to understand what kind of company we are is to see
it through the successes that we have helped our customers achieve.
So let me tell you about one of our great clients. 7
Building Revenue Through Utility
Proprietary & ConfidentialIntercontinental Hotel Group, or
IHG, is one of those clients. They are such an aggressive adopter
of this philosophy of contextual marketing, but they didnt start
this way.
They came to us several years ago after having really struggled
with both Silverpop and Epsilon. The two providers couldnt even
help untangle the basic programs that IHG was running at the time.
So after we brought them on board, one of the first things that we
actually did with IHG with simply help them disentangle all of the
templates that they were actually using. This global template
optimization exercise took IHG from about 400 templates down to
two. Not only did we help optimize the number of templates to more
manageable number, we actually increased the number of
personalization elements tenfold. IHC now has about 50,000
variations across geographies, brands, customer loyalty status, and
so forth operating at any one time out of this small number of
templates. So we radically increased IHGs ability to be agile by
managing all of these template variations.
After we had the templates in place, we moved on to far more
exciting opportunities. For example we implemented a countdown
clock with IHG that enabled the company to build a new
revenue-generating relationship with their customers. For the first
time, IHG could truly run time-limited promotional offers in
different regions. In this countdown clock we allowed IHT to create
new customer behaviors based on a sense of urgency.
Recently, weve also enabled the company to build loyalty based
on engagement. A large percentage of the companys customers are
actually busy business travelers will travel only when they need
it. IHG was able to build loyalty with these customers by providing
a much richer experience around the booking can stay process with a
new in-stay email. This email arrives several days in advance of a
stay and it provides real-time weather at the location where you
are traveling as well as information about the amenities of the
hotel where your stay. IHGs in-stay emails have a incredibly high
open engagement rate and really build a sense of utility or
usefulness. And lets led to much higher rebooking rates out of
those customers than in the past.
The curve that you see in the background is actually the
methodology that we use to help us understand how to prioritize
each of these efforts. This PTM curve is tuned to each brand,
depending on what the brand needs to be able to do as well as what
their opportunities. Let me tell you how we create this
curve.8Context Creates New Opportunities
Proprietary & ConfidentialThe PTM assessment methodology to
help us understand which opportunities we should attack first,
second, and third in order to help our clients mature their
contextual marketing efforts. The methodology is based on five key
pillars:
an understanding of program strategy we call that acquisition
and revenue; contextual or state awareness, in other words , how
able are you to detect or decode your customers current context;
data, in other words how capable are you of ingesting analyzing and
acting on customer data, as well as what types of data you have
available; efficiency, in other words howefficient are your
marketing operations; and cross channel capability, in other words
are you able to easily route messages to the most appropriate
channel in order to activate your customers.
This methodology helps our clients understand the value of
context. In other words it shows the return or value of the
contextual opportunities that we can unlock for you. Id like to
prove the value to you. Id like to schedule time for you with one
of our marketing strategists who can conduct a PTM assessment. It
takes about an hour, and will allow us to show you or prove to you
the value of what were offering.9
Technology that Promotes Performance
Proprietary & ConfidentialThe last area I want to touch upon
before we get the demo is what it will take to achieve the kinds of
contextual opportunities that we talked about so far. At the
beginning of our conversation I mentioned it takes a different kind
of approach to technology: an approach thats focused on promoting
performance rather than placing barriers in between you and your
customers. And what I like about StrongView is that we offer a
comprehensive application that truly allows you to span the breadth
and depth of the capabilities you will need in order to be a
contextual marketer. StrongView is alone amongst all of its
competitors: it offers you the ability to blend insight and action
and one platform, and thats what you really do need to be able to
activate customers in the moment. In the moment, you cant suffer
big latencies between taking in data and then in turn your ability
to act on that data.
One of the things that really attracted me to StrongView, is
that we alone of anyone has built a truly scalable enterprise class
data warehouse in the cloud. We call that product Interaction
Store. It has integrated BI, analytics, reporting, and an
extensible data model all-in-one interface. We do not place any
limits on the amount of information or the length of time in which
you store that information. We have customers who come to us from
Responsys, which requires them to dump interaction data after six
months. I think you cant truly have a great relationship, a
contextual relationship with your customers, if youre forced to
constantly throw out data about whats engaging them with your
messages. Thats what I like about Interaction Store: you can store
and analyze infinite amounts of information in this product because
its built on truly modern cloud-based capabilities. And that will
only get better as this technology improves over time.
But its not just about data. We also package all the
capabilities that you need to be able to activate customers. We
offer real-time, scalable message assembly that allows you to pull
together all the content you need in the moment. You can do this
for millions of contacts per minute if you need to. We offer you
the ability to dynamically route content to any channel that you
want based on dynamic rules. The platform is truly cross channel:
both for individual campaigns and for complex lifecycle marketing
programs. Its all in the platform because we believe you need all
of these capabilities from the beginning in order to be a
contextual marketer. We are not like our competitors, say
ExactTarget, that show you all of their capabilities in the demo,
but when it comes time to deliver a proposal will cut out the best
parts the program because of the cost.
We think you need both insight and action in order to build the
kinds of customer relationships that will help you excel in this
next era of marketing. And so we think you need to ask of every
vendor that you look at, what kinds of technical limitations they
will actually place on you? What limitations will inhibit your
ability to engage your customers? We think you need to refuse to
accept technical limits whether they be about data, analytics,
activation or the different modules that you need to build the
programs you want.10Services that Accelerate Innovation
Proprietary & ConfidentialContextual marketing is not just
about technology. You also need services from your partner that
help you innovate and in fact accelerate your ability to innovate
over time. So I think you need true support from your provider.
Yes we offer you account technical support that is always
available. This may sound similar to our competitors. But our
competitors have been acquired by big technology companies and they
are therefore cutting services. We have invested further in
services. And they will not be able to give you the named services
you want and need.
You can buy those on a package basis piece by piece or you can
engage in a full retainer should you need to. I think youll love
these guys, theyve got on average about 10 years of experience
working at agencies or in brands, so they really know what you
need. They have lived and breathed your job and are a fantastic
resource to you.
The PTM model that I spoke about earlier is a methodologically
driven assessment that we perform a repeat basis for all of our
customers. The PTM assessment model helps us understand how to
engage and how to prioritize our efforts. What I love most about
the services that we offer is that we also make significant
investments in our customers through our services. We are the only
one in the industry who offers a true white glove program. When we
bring a new product to market or new capability, we invited
customers to participate in a program where we actually built out
the capability for them. We didnt ask them to buy the product and
learn how to use it. We run this new capability for them to make
sure that they got true value out of it before we turn it over to
them. We dont ask our customers to guess at whether or not these
capabilities will be valuable to them, we help them get there so
they can prove it.
I think you need a partner like Im describing in order to help
you get to this new contextual future. I think you need to ask all
of the vendors you are talking to now how they are going to help
you get there. I think you need to insist on a partner that will
help you transform your business in this rapidly changing era and I
think StrongView is the only one who is investing today to help you
get there. 11An Approach that Powers Growth
Proprietary & ConfidentialContextual marketing requires a
new emphasis on technology and on services, but it also requires a
partner who is focused on helping you power growth. How your vendor
prices and packages their application will affect your ability to
be contextual. And we offer a really straightforward model in this
regard.
We offer truly enlightened pricing to our customers. For those
who are moving into this era of contextual marketing we offer an
uncapped license that is based on the number of profiles rather
than on volume of media. We like this model because it truly
unlocks the ability to build really great relationships with
customers. If youre constantly worried about the CPM rate or
overages charges, youre less likely to invest in the kind of
messaging that builds relationships rather than pushes offers. If
you constantly have to think about the revenue per email, you
likely wont invest as much in email that simply building the
relationship, say through say providing useful content are helping
educate customers about advanced features or products or
services.
We do offer traditional CPM rates for customers who are in the
early stages of contextual marketing. Interestingly, more and more
of our customers are buying uncapped so that they can build a
differentiated relationship with their customeres.
We also bundle the entire application together for you in one
simple package. Were not the nickel and dime you type. Why not?
Because we think you need all these capabilities, and frankly if
you use all of the capabilities of the platform, we find that youre
likely to be a customer longer. In fact we have some the best
retention rates of enterprise customers in the industry.
And we can offer some of the best SLAs inthe industry. If you
need to engage your customers atsignificant speeds or volumes or
with great reliability, we offer that to you. We can do all of this
because we are building on the most advanced of platforms available
today. As I mentioned, our Interaction Store product is built on
Amazons platform. If you know anything at all about AWS, you know
that they are truly disrupting the enterprise computing
infrastructure market by offering true utility computing: in other
words, the ability to store ever more data and the ability to
process ever more data super efficiently. This next generation SaaS
architecture is what makes it possible for us to provide you with
such a great application and great services. And to do it all at
unlimited scale.
And scale really matters in an era when we are continuously
connected to our customers, when we are continuously engaging them,
when we are constantly understanding them, in essence processing
lots of data. In this era, scale matters to everyone. And that I
think is the challenge for any vendor in the space: to prove to you
that they are not going to place barriers in between you and your
customers. We think you need to reject those barriers to
engagement. You need to ask help each vendor youre looking at, how
will they not put those limitations on you?12Demo
Proprietary & ConfidentialProprietary & ConfidentialOkay
lets move on to the demo because I want to show you exactly how
easy it is to do all the things Ive talked about so far. With that,
lets turn it over to our solutions consultant and dive into the
product.13Context is the futureCONTEXT CREATES OPPORTUNITIESCONTEXT
REQUIRES A DIFFERENT APPROACH
Proprietary & ConfidentialProprietary &
ConfidentialThank you for all the time that you devoted to this
presentation today. Quick summary: why StrongView?
We see context is the future of marketing and we really arent
excited about that future because we think it does all kinds of
things it helps us understand exactly how we can go about building
great relationships with customers and differentiating ourselves
from our competitors.
It shows us which opportunities are available and how to go
after them. And I really want to do this with you I want to show
you exactly how valuable this platform will be for you. So my ask
is that you allow us to take another hour or so of your time to
assess what your opportunities are, and to prove to you the value
of our approach.
Finally context isnt just a new approach to the market actually
requires us to think differently at every level of the marketing
organization. Requires us to find partners who invested in new
technology architectures as well as who are investing in services
that are really about innovation, as well as have thought very
deeply about how to price package applications to power your brands
growth.14
