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IBM, 105 Salesforce, 17 Experian, 30 Oracle, 39 Adobe, 34 Marketo, 10
WHY ARE ALL MARKETING CLOUDS THE SAME?
@JeremyWaite Evangelist
Enterprise Marketing Platforms Q2 FY17
SHAPING If your industry is unpredictable and you can change it.
Marriott Deloitte
Philips
Amazon
Alibaba
KLM Southwest
Airlines Salesforce
eBay Apple
Oculus
Deloitte
Uber
Caterpillar
IBM
Sky Comcast
Getty Images
Tesla Virgin
VISIONARY If your industry is predictable and you can change it.
Pacific Gas
Unilever
Walmart
Tesco
AEGON
Philips
BUPA News
International
GlaxoSmithKline
Boeing Airbus
Procter & Gamble
IKEA ICA
ADAPTIVE If your industry is unpredictable and you can’t change it.
Ericsson
Samsung
Dell Panasonic
ARM
Intel
GE
Cisco
Zara
H&M
Levi’s
If your industry is predictable and you can’t change it. CLASSICAL
Volvo Ford Honda Nissan
Fortum E-On
Astra Zenica Reckitt Benckiser
American Tobacco
United Utilities
Morgan Stanley
HSBC
AMEX
RBS
BT
UBS BMW
Cha
rt in
spire
d by
“Stra
tegy
for Y
our S
trate
gy” e
ditio
n, S
epte
mbe
r 201
2, H
arva
rd B
usin
ess
Revi
ew.
MALLEABILITY PR
EDIC
TABI
LITY
INNOVATE. “ IT MAKES NO BUSINESS SENSE TO
”
KEVINKELLY
PERFECT THE PROPER THING TO DO IS TO
WHAT YOU KNOW.
AcquiHire
59%of marketers have an enterprise marketing strategy.
47%have the right tools*. * But 65% don’t know how to use them properly.
WHERE WILL THE INDUSTRY BE BY 2017?
ü Just two application suite providers will have 80% of SaaS apps market in the cloud in 2025”.
MARK HURD ORACLE CEO
80% OF EXECUTIVES FEEL OVERWHELMED BY THE CHALLENGES THEIR
BUSINESS FACES.
IBM CEO STUDY
MARKETING “ IS A CONTEST FOR PEOPLES
”
SETHGODIN
* If you wait until there’s a case study in your industry you waited too long”.
ATTENTION.
“KILL POINTS”
Loyalty Loop
“AI FOR THE REST OF US”.
“If you can’t dazzle them with brilliance, baffle them with bullshit” seems like the motto not just for ****** but for the entire conference. ******* and his philanthropy, the dry ice and fog machines, the concerts and comedians. None of this has anything to do with software or technology. It’s a show, created to entertain people, boost sales, and fluff a stock price.”
CLOUD • MOBILE • DATA SCIENCE • SOCIAL
CLOUD • MOBILE • DATA SCIENCE • CONTENT
WHAT IS A MARKETING CLOUD?
“A marketing cloud should be built around a core of content management, marketing automation and solid analytics. Each of the big four have competencies in each of these core systems, with an additional collection of different data management, social and advertising tools around them. Predictive analytics and customer journey mapping are the next must-have features for marketing clouds”.
Deliver exceptional customer experiences with personalized campaigns.
The marketing cloud that marketers love and IT trusts.
Eight solutions that help you give customers exactly what they want — at exactly the right moment.
The future of marketing is 1:1 customer journeys.
Create and deliver intelligent interactions, every time.
From acquisition to advocacy, drive measurable results.
• You are opinionated and excitable. • You are assertive: you tend to speak up and take
charge of situations • You are mild-tempered: it takes a lot to get you angry. • You enjoy selling your ideas to others. • Your choices are driven by a desire for improvement. • You are relatively unconcerned with both tradition and
taking pleasure in life. • You care more about making your own path than
following what others have done. • You take pleasure in the commercial success of
others.
§ ASSERTIVENESS 99% § MODESTY 5% § SELF-TRANSCENDENCE 40%
• You are opinionated and expressive. • You are philosophical: you are open to and
intrigued by new ideas and love to explore them. • Your choices are driven by a desire for efficiency. • You are relatively unconcerned with both tradition
and taking pleasure in life. • You care more about making your own path than
following what others have done and you like to tell people about it.
• You love creating things that matter – especially for large groups of people.
§ SELF-CONSCIOUS 19% § HEDONISM 5% § ADVENTUROUS 96%
• You are critical and explosive. • You are self-controlled: you have control over your
desires, which are rather intense. • You are trusting of others: you believe the best in
others and trust people easily. • You are mild-tempered: it takes a lot to get you
angry. • Your choices are driven by a desire to inspire and
impress others. • You don't find taking pleasure in life to be particularly
motivating for you. • You prefer activities with a purpose greater than
just personal enjoyment.
§ ASSERTIVENESS 98% § LIBERTY 79% § EMOTIONAL RANGE 95%
• You are self-controlled but can be explosive. • You are assertive: you tend to speak up and take
charge of situations, and you are comfortable leading groups.
• You are trusting of others. • You believe the best in others and trust people easily. • Your choices are driven by a desire for efficiency.
• You feel a strong sense of identity and strive to help others recognise theirs.
§ AUTHORITY CHALLENGING 94% § TRUST 99% § EMOTIONAL RANGE 95%
• You are eager to please, slightly critical and expressive.
• You are dispassionate: you do not frequently think about or openly express your emotions.
• And you are assertive: you tend to speak up and take charge of situations, and you are comfortable leading groups.
• Your choices are driven by a desire for efficiency. • You care more about making your own path than
following what others have done. • You think people can handle their own business
without interference.
§ INTELLECT 96% § AGREEABLENESS 1% § ACTIVITY LEVEL 98%
• ACTIVITY LEVEL 99% • TRUST 99% • EMOTIONAL RANGE 95%
• You are shrewd and somewhat critical. • You are energetic: you enjoy a fast-paced, busy schedule
with many activities. • You are assertive: you tend to speak up and take charge
of situations, and you are comfortable leading groups. • And you are self-controlled and you have control over
your desires. • Your choices are driven by a desire for discovery. • You are relatively unconcerned with both tradition and
taking pleasure in life. • You may be the smartest person in the room but you
are unlikely to tell jokes or be the centre of attention.
Top 3 CMO Challenges
Growing More Profitable Revenue
Dealing With Competition in Marketplace
Increasing Loyalty and
Reducing “Churn”
72%
#1 CEO PRIORITY SINGLE CUSTOMER VIEW
1:1 Clienteling Automated Clienteling
MARKETING • Campaign & Audience Management • Consumer Journeys • Display Advertisement • Social Studio (Listen/Engage/Publish) • Analytics (Web and In App Mobile) • Predictive Intelligence & Personalisation • Production & Content Management
CONSUMER APPLICATION (Web and Mobile App) • eCommerce Integration • POS & IOT Integration • Consumer Engagement Apps • Pixel Perfect Design
Master Data • Consumer Master Data • Vendor Master Data • Product and Location
Sales • Consumer Orders
Consumer Service • Live & Video Chat • SOS Button
B2B & Employee Application (Web & Mobile) • Purchase Orders • Store Orders
Community • Vendor Community • Employee Community • Consumer Community
Loyalty Execution Instore IS In
Sto
re Store Services Consumer Services
Product Ratings
Next Best Offer
Live Video Chat
Community
Employee Services,
Store Operations
Sustainability Click & Collect
Mobile Payments
Pick-Up Orders
Return Services Kiosk
Product Rentals Catalogue
Newsletter
Social Consumer Services Product Information Social Services POS Coupons
Tailored Promotions,
Product Placements
Benefits, Compensation,
Education
Product Recommendations
Consumer Care Telephony Social
Surveys Chat
Social Media Integration
SEO/SEM
Social Commerce
Content Management Active Audiences
Predictive Selling
Social Push
Social Advertisement
Lookalikes
Digital Channel Services
AdWord Management
Search
Merchandising
Online Shop Services
Assortment Planning
Promotion Planning
Forecasting
Surveys/Audit
Prediction Planning
In Store Operations Workforce Management
Employee Onboarding
Store Inventory Management
Scheduling
Store Analytics
Store Digitalization
Collaboration
Employee Apps
IoT Services Automated Services
Automated Replenishments
Recognition
Gamifictation
HR & Employee Services Recruiting Onboarding Employee Helpdesk
Training Performance Management
Employee Motivation
Media Management
B2B Services
Vendor Onboarding
B2B2C eCommerce
Trade Promotions
Contract Management
Process Payments and Orders
Integration WebServices/ REST API
ANALYTICS
• Smart Data Services • Data Sciences
Batch API
Integration WebServices/REST API
REST API
Order Management Services OMS
Stock/Virtual Stock
PIM
Subscription Management
Product Catalogue
Mobile Coupons
Payment Options Wish list/Friends List
Return Management
One Click Shopping Geo Location
Mobile Push
SMS / MMS
Web Analytics
Diagnostics
Geo location/Beacon
One Touch Orders
Robot Clientelling
Cross-Sell Engine
Create and manage orders
Consumer Service Engagement
Partner Ecosystem/Integrated Operations
Promotions, Tailored
Coupons, Consumer,
Information, Mobile Push
Supply Chain Services B2B Integration - EDI
Tracking Services
Warehouse Management
SCM Insights/Dashboards
Logistics/Delivery
In-Store Tailored Promotions, Product Placements
Consumer Engagements
Recommendation
Order Processing, Stock Management, Promotions, Shipments
PLATFORM • Integration Services • B2B & Employee Application (Web & Mobile App) • Identify Management • Authentication and Authorization • Mobile • Big Data Objects • Data Management Tools • Data Modeling Tools
Fina
nce
IoT • Business Rules & Orchestration • Real-Time Event Processing • Rich Contextual Data at Rest
HOW TO BUILD A SINGLE VIEW OF A CUSTOMER
Knowledgbase
GOOD PROFITS
v BAD
PROFITS
45% ENABLEMENT
33% DEPLOYMENT
22% TECH
“You don’t get rewarded for creating great technology, not anymore,” says a friend of mine who has worked in tech since the 1980s, a former investment banker who now advises start-ups. “It’s all about the business model. The market pays you to have a company that scales quickly. It’s all about getting big fast. Don’t be profitable, just get big.”
What How
Why
… when they CREATE more value than they CAPTURE.
2016 ~ The Year Traditional Businesses Fight Back
Capital Assets
Market Footprint
Customer Data
By 2019 every $1 enterprises spend in innovation will require an additional $7 in core execution.
2017 ~ Innovation Requires Investment
Investment Platform People
+ +
thank you. [email protected]
www.martechconf.com
