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Marketing has become the intersection of art and science. Five tips for talking to the CFO. Presentation by Liz Matthews, the Executive Director of Corporate Brand and Purpose for Dell. Original presentation from an event hosted by the Austin chapter of the American Marketing Association.
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The Marketing and Finance Connection Liz Matthews Executive Director Corporate Brand and Purpose @LizziMatt
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75% want Brands to use personal info to improve their experience.
Source: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos
90% trust recommendations.
93% of B2B customers conduct their research on the internet leveraging search, video and social content.
12 content tactics Brands use to target and reach potential customers.
47% Nurtured leads make larger purchases than non-nurtured leads.
42% conduct a search using their mobile devices while in stores considering a purchase.
67% Buyer’s journey is now done digitally.
65% Abandon if the digital channel does not quickly provide what they want.
60% interact with brands in multiple channels.
79% use a smartphone to help with shopping.
Customers have re-defined how they engage with brands.
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This is changing the face of marketing…
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Conversion
Programmatic Content
CRM
SEO Marketing Automation
Social media
Gamification
Omni-channel
ROI
DMP
BI
Community
Personalization
Brand perception Emotional
connection
Big data
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Marketing has become the intersection of art and science.
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It is changing who we are having the conversation with.
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The CFO • Their role is evolving –
from number cruncher to big-picture thinker
• More than just managing the numbers to actually becoming one of managing expectations
• 50% say the #1 way they contribute is to advocate for growth-seeking breakthroughs
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So what if you have to talk to the CFO?
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Walk in their shoes. • Build relationships • Find common objectives • Create an open-book mindset
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• Focus on ROI – categorize the “soft” metrics
• Look at acquisition and retention • Balance short term and long term
Focus on the metrics that matter.
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Don’t get too hung up on the numbers. • Don’t get caught in ”direct-attribution”
• Numbers tell a story, but they may create the false illusion of cause and effect
• Keep it simple
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• Data-driven approach to procurement
• Look for points consolidation – even outside of marketing
• Collaborate
Look at savings as well as spending
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Tell a story – bring them on your journey. • Walk them through the entire effort –
not just the metrics • Have clear objectives and outcomes • Listen – some of the best ideas come
from outside of marketing!
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• Focus on the metrics that matter.
• Walk in their shoes.
• Don’t get too hung up on the numbers.
• Look at savings as well as spending.
• Bring them on your journey.
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Grazie
σας ευχαριστώ
Děkuji
谢谢
ありがとう
dank u
Danke
תודה
शुक्रिया
감사합니다
Obrigado
Gracias
Спасибо
Tack
ขอบคุณ
teşekkür ederim
cảm ơn bạn
Go raibh maith agat
Thank you! @LizziMatt
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Merci