CMO Survival Guide 2015 Webinar

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    14-Jul-2015

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<ul><li><p>Jeremy Waite Head of Digital Strategy, Marketing Cloud EMEA @JeremyWaite Jeremy.Waite@Salesforce.com </p><p>CMO Survival Guide 2015 </p></li><li><p>4 TECHNOLOGY SHIFTS, 4 BEHAVIOURS &amp; 12 TIPS! The job of a marketer has always been to connect with their customers as fast as possible by creating engaging content, providing better customer service and using technology to help you do these things. Build Relationships Faster Provide Better Customer Experiences Make Money &amp; Save Money Loyalty, Customer Journeys &amp; Trust </p></li><li><p>THANK YOU </p></li><li><p>1. Growing Profitable Revenue 2. Connecting with Customers 3. Competition in the Marketplace Gartner CMO Spend Survey 2015 </p><p>Journeys Contacts Content Channels Analytics Apps </p><p>Top 3 CMO Challenges in 2015 </p></li><li><p>75% executives ignore data and trust their gut-instinct when </p><p>making major strategic decisions. PwC </p></li><li><p>IBM CMO STUDY </p><p>4 out of 5 CMOs anticipate a high level of complexity over the next 5 years ~ but only 50% feel ready to handle it. </p></li><li><p>4 Technology Shifts 2015 </p><p>Cloud based companies </p><p>reduce development </p><p>time by 11.6% </p><p>By 2018 ~ 25% of all corporate </p><p>traffic will flow directly from mobile </p><p>to cloud </p><p>Average online attention span </p><p>is now 5 seconds </p><p>90% of the worlds data didnt exist </p><p>in 2014 </p></li><li><p>UNKNOWN KNOWN </p><p>Fragmented 1:Many Untargeted Seamless 1:1 Journeys </p><p>Technology Shift 1 MOBILE </p></li><li><p>Technology Shift 2 CLOUD </p><p>The job of a marketer is to make money and save money CHALLENGE By 2017 25% of corporate traffic will flow directly from mobile to cloud. OPPORTUNITY Cloud 5x faster and half the cost. Salesforce SMB Only 34% of the 421 companies with fewer than 100 employees are </p><p>currently using / implementing cloud (compared with 69% of medium-sized and large enterprises). IDC </p></li><li><p>The Cloud is the Fastest Path to </p><p>Success. </p><p>Enterprise Cloud Computing </p><p>Fast Innovative Open Easy Trusted </p><p>No Hardware </p><p>No Software </p><p>Faster ROI </p><p>Flexible </p><p>Automatic Upgrades </p><p>Continuous Improvement </p><p>Any Device </p><p>API First </p><p>Data Portability </p><p>Secure </p><p>Transparent </p><p>Performance at Scale </p><p>Subscription Model </p><p>Real-time Customizations </p><p>AppExchange </p><p>Technology Shift 2 CLOUD </p></li><li><p>Coding Productivity </p><p>47 % + 42 % + Decrease in IT Costs </p><p>Faster Integration </p><p>47 % + Faster System Testing </p><p>46 % + Faster Deployment </p><p>55 % + Faster Configuration 52 % + Faster Design </p><p>50 % + </p><p>Source: Salesforce Customer Relationship Survey conducted March 2014 - May 2014, by an independent third-party, Confirmit Inc., on 4,100+ customers randomly selected. Response sizes per question vary. </p><p>Average Percentage Improvements Reported by Salesforce Customers </p><p>Technology Shift 2 CLOUD </p><p>The Fastest Path from idea to app. </p></li><li><p> Think Big Start Small Scale Fast </p><p>Technology Shift 2 CLOUD </p></li><li><p>Technology Shift 3 SOCIAL </p><p>Better to have 100 people who love you, than 1 million who kinda like you. Brian Chesky, Co-Founder AirBnB </p></li><li><p>YouTubes 490 million users upload more video in 60 days than the three major U.S. television </p><p>networks created in 60 years </p><p>Technology Shift 3 SOCIAL </p></li><li><p>The Future is Anonymous </p><p>Everybody has 3 lives? 1. Personal Life 2. Private Life 3. Secret Life </p><p>Technology Shift 3 SOCIAL </p></li><li><p>69% Dark Social | 23% Facebook | 8% Other Social Networks </p></li><li><p>By 2020 10x mobile data 19x unstructured data 50x product data </p><p>Technology Shift 4 DATA SCIENCE </p></li><li><p>Technology Shift 4 DATA SCIENCE </p><p>We create 2.5 quintillion bytes of data every day. Thats equivalent to one new Google every 4 days... and the digital universe will be 40X bigger by 2020. </p></li><li><p>INTRODUCTION 12 CMO TIPS </p></li><li><p>TRUST </p></li><li><p>Trust in Companies Headquartered in the Following Countries 2015 </p><p>Edelman Trust Barometer Report </p></li><li><p>TIP 1 BUILD TRUSTED RELATIONSHIPS </p><p>Only 14% customers trust brands but 78% trust their friends. </p><p>OXFORD RESEARCH </p></li><li><p>Lack of trust is the biggest threat to the advertising industry. </p><p>Simon Litherland Britvic CEO </p></li><li><p>HOW DO YOU BUILD TRUSTED RELATIONSHIPS IN </p><p>The Disruptive Economy? </p></li><li><p>Information is powerful but it is how we use it that will define us... @Avinash </p></li><li><p>TIP 2 STOP BUYING PEOPLES ATTENTION </p><p>5% increase in customer retention can generate a 75% increase in profitability. </p><p>BAIN &amp; CO. </p></li><li><p>SPEED </p><p>00:22 </p></li><li><p>00:05 </p></li><li><p>Companies are no longer competing against </p><p>each other. They are competing against </p><p>speed. </p><p>@Benioff </p></li><li><p>Ulrik Nehammer CEO Coca-Cola EMEA </p><p>In the past it was the big companies out-competing the small companies... Today it is the fast companies out competing the slow companies. </p></li><li><p>Sales </p><p>9% 11% </p><p>12% </p><p>10% 25% </p><p>33% </p><p>5 minutes </p><p>15 minutes </p><p>30 minutes </p><p>1 hour 24 hours </p><p>3 days </p><p>TIP 3 CONNECT WITH YOUR CUSTOMERS FASTER </p></li><li><p>42% Customers expect a response from a brand within 1 hour. </p><p>EDISON RESEARCH </p></li><li><p>CUSTOMER JOURNEYS </p><p>92% Companies say customer is a top stratgic priority. 45% do not have the budget they need to get the job done. </p><p>FORRESTER </p></li><li><p>Click Facebook Ad </p><p>Newsletter Sign-up </p><p>Personalized Content Email </p><p>Mobile Opt-in Download App </p><p>Contact Customer Support </p><p>Evangelize on Facebook </p><p>Support Issue Resolved </p><p>First Purchase </p><p>CUSTOMER JOURNEYS </p></li><li><p>TIP 4 CREATE 1:1 CUSTOMER JOURNEYS </p><p>Only 37% of Executives know How To Measure the Lifetime Value of Their Customers </p><p>BAIN &amp; CO. </p></li><li><p>Understand the Customer Journey in Real-Time </p><p>TIP 4 CREATE 1:1 CUSTOMER JOURNEYS </p></li><li><p>Do you know who your </p><p>customers are? </p><p>Where are they in their journey? </p><p>Are you engaging and moving them along the </p><p>journey? </p><p>Are you measuring the impact on your </p><p>business goals? </p><p>TIP 4 CREATE 1:1 CUSTOMER JOURNEYS </p><p>The Four BIG Questions </p></li><li><p>TIP 5 THINK CUSTOMERS NOT CONSUMERS </p><p>75% Customer conversations now happen though customer service. </p><p>GARTNER </p></li><li><p>77% of consumers dont want a relationship with a brand? </p><p>HARVARD BUSINESS REVIEW </p></li><li><p>TIP 6 KNOW WHO YOUR CUSTOMERS ARE </p><p> Who? What? Why? Where? When? </p></li><li><p>TIP 6 KNOW WHO YOUR CUSTOMERS ARE </p></li><li><p>TIP 6 KNOW WHO YOUR CUSTOMERS ARE </p></li><li><p>TIP 6 KNOW WHO YOUR CUSTOMERS ARE </p></li><li><p>LOYALTY </p></li><li><p>You cant purchase loyalty. </p><p> Frank Underwood </p></li><li><p>6x Cheaper To Keep A Customer Than Acquire A New One. </p></li><li><p>A 5% Increase in Customer loyalty is everything. </p></li><li><p>TIP 7 LOVE THOSE WHO HATE YOU </p><p>Customer service is one of the only times you have 100% Of your customers attention. </p><p>Ted Rubin Worlds Most Connected CMO </p></li><li><p>Unnecessary service costs to online retailers due to channel escalation are $22 million, on average. </p><p>Source: Forrester, Embrace Continuous Improvement To Power Customer Service Operations, 11.6.13 </p><p>TIP 7 LOVE THOSE WHO HATE YOU </p><p>Their preferred channel </p></li><li><p>TIP 8 HAVE A SINGLE VIEW </p><p>We dont have to predict the future, because we have a fundamental relationship with the customer that is adaptive. </p><p>Caspar de Bono Managing Director B2B, FT.com </p></li><li><p>Build Relationships. Faster. </p><p>#BIGDATA </p><p>Volume Velocity Variety Veracity </p><p>5B Smartphones </p><p>by 2017 Customer Data </p><p>Purchase Data </p><p>500m+ Social Networks, Blogs </p><p>&amp; Forums </p><p>Social Data 2.5 </p><p>Quintillion bytes of data every day </p><p>Connected Data </p></li><li><p>Connect with your customers. Faster. Become a Customer Company </p><p>Analytics </p><p>THE CUSTOMER SUCCESS PLATFORM </p></li><li><p>Thank you </p><p>Jeremy.Waite @ Salesforce .com | @JeremyWaite | @MarketingCloud </p></li><li><p>QUESTIONS? </p></li><li><p>TIP 8 BUILD A CONVERSATION STRATEGY </p><p>Marketing | PR &amp; Brand | IT | BI Customer Service | Sales | HR | Operations </p><p>Conversation Strategy. </p></li><li><p>Salesforce World Tour London May 21st ExCel Connections New York June 16th-18th Javis Center YouTube.com Salesforce </p></li></ul>