1020 1100 Kieran Kilmartin, pitney bowes video links
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Targeting today’s technology buyer
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1020 1100 Kieran Kilmartin, pitney bowes video links
- 1. Targeting today’s technology buyer Kieran Kilmartin VP of International Marketing, Pitney Bowes
- 2. Company Profile Our clients include 1.5 million small businesses, 90% of the Fortune 500 and more than 200 retailers. Pitney Bowes helps retailers, brands and online marketplaces sell to customers in more than 220 countries and territories and more than 74 currencies More than 1.2 billion people use Pitney Bowes’ location intelligence technology when they check in on social media Pitney Bowes has been granted more than 4,500 patents since it was founded in 1920 and more than 2,100 are active today
- 3. We are investing in marketing tech CEOs' Five-Year Investment Intention Toward a Range of Modern Technology-Enabled Capabilities Source: Gartner (April 2015)
- 4. CIO & CMO Roles Have Evolved Towards Each Other Technology Programs Stability Risk avoidance Marketing Campaigns Growth Risk taking Measured Programatic Targeted Informed CIO CMO
- 5. By 2017, the CMO will spend more on IT than the CIO Source: Gartner (2012)
- 6. You are here
- 7. Who are your buyers? What are your buyers journeys? Learn from your successes Use technology to track content Understand the emotional and rational decision points Buyer’s Journey
- 8. New customer acquisition and churn management • Emphasis on improving quality of leads and demand generation process • Reducing churn by building relationships and personalizing cross-channel experience Key Priorities Improve customer interaction • Optimize customer interaction, improve customer servicing, and predict customer behaviour across multiple interactions channels Revenue growth • Achieve growth through focused marketing and multi-channel expansion Marketing's return on investment • Measuring and increasing ROI from marketing spend/initiatives Challenges Customer experience • Obtaining 360 degree customer view • Tracking customer interaction at all touch points • Creating personalized experience for customer (authenticated and anonymous interactions) Multi-channel experience • Fragmented data on multiple platforms • Limited cross- channel experience for customers Customer data • Lack of structured data • Presence of siloed/ legacy systems • Limited exposure to big data technologies Tactics Drive customer experience improvement • Focus on creating a cohesive customer journey throughout the customer lifecycle. • Investment in tools to enhance customer experience across interaction points – web, mobile and contact center. • Leverage analytic tools to support customer understanding and interaction management. • Invest in data integration tools to integrate internal and external customer data; evaluate and analyze data across web, mobile, social and other programs. Enable multi-channel brand experience • Investments on digital marketing tools (social media and email marketing) Chief Marketing Officer – buyer profile summary
- 9. How do we reach them?
- 10. 70%of the B2B buying process is over before the first sales touch.
- 12. Key Influencers – External/Internal CMOs develop expertise through peers, trade shows and whitepapers before taking business decisions LinkedIn groups Consultants on Twitter CMO advisory services Industry association and blogs Trade shows Key External Influencers/ Watering-Holes C-Suite Non-marketing peers in the organization Chief Technology Officer Marketing teams Key Internal Influencers
- 13. If these are the business objectives What are the CBIs – Critical Business Issues? Costs are too high Acquisitions & mergers We’re going international Growing my business New business opportunity Regulatory compliance
- 14. How do we make it real?
- 15. Video – The break up https://www.youtube.com/watch?v=D3qltEtl7H8
- 16. Customer Data Demographic & Behavioural 21,000 380,000 ~8,000,000 170,000 890,000 300 Source: Deutsche Post Data Quality Study (March 2015)
- 17. Contextual Data
- 18. What does a real view of the customer look like? Engagement Context InsightsActivitiesRelationships
- 20. Where does social fit?
- 21. The Value of Social DATA CONTEXTUAL
- 22. Free LinkedIn Reach Sales Navigator Reach LinkedIn Prospect the entire 400 million LinkedIn network
- 23. + Person’s Profile Using Social for Contextual Engagement People Search
- 24. So what’s next?
- 25. Redefine the video experience by evolving to video that interacts Everyone sees the same thing. Each viewer sees their own video. Each viewer charts their own unique video experience. Traditional video Personalized video Interactive Personalized Video
- 26. Video is the new growth medium for customer engagement Video will account for 80% of web traffic by 2019. - Cisco 64% of marketers expect video to dominate their future strategies. - Nielsen 70% of customers view brands more positively after watching interesting video content. - Axonn Most viewed Strategically critical Positively influential 80% 64% 70%
- 28. Summary Deeper understanding of buyer required Accurate data & context are the key to successful engagement If you are not aligned you are pointing in different directions Your buyer is changing
- 29. Thank you
Hinweis der Redaktion
- But who is the buyer or buyers
- Buying Process is More Complex
- Methodology – CMO buyer profile development Aligning CMO objectives pertaining to customer engagement and customer data initiatives Role of a CMO - Drive Customer Experience Initiatives - Integrate Customer Data - Customer Analytics - Enable Multi-Channel Brand Experience - Manage Customer Lifecycle Consulting Houses – Utilized the market trends and forecasts published by the consulting houses such as McKinsey, Accenture and Deloitte Secondary Research – Collected information and insights from public sources such as eWeek, Forbes, digitalstrategyconsulting and itbusinessedge among others Analyst House – Leveraged insights from analyst houses such as Forrester, Gartner, eMarketer and IDC to identify the key objectives, challenges and future initiatives of a CMO/CMTO Technology Companies – Leveraged blogs and white papers published by technology houses such as IBM, Oracle and Salesforce to understand the evolving role of a CMO and the challenges faced Industry Level Associations – Built understanding around the key duties and responsibilities for a CMO and what are the key challenges faced by them by studying various articles published by organizations such as CMO Council and CMO Club. Approach to Identify Objective, Challenges and Future Initiatives of a CMO Areas leveraged by customer engagement and customer data initiatives Key challenges faced around these two initiatives Future steps/actions to achieve business objective/address the challenges
- Key Influencers - InternalCMOs seek support of C-suite, marketing and non-marketing teams for building insights and taking business decisions Key Internal Influencers for a CMO: C-Suite According to the survey, the respondents stated the importance of a strong relationship for business needs and guidance with following executives: 75% - Head of Sales 59% - Head of Product/ R&D 45% - Chief Financial Officer 27% - Chief Operations Officer Also, 88% of the CMOs seek mentorship from their CEO’s for business needs. Chief Technology Officer 51% of the CMOs surveyed stated the need to engage CTOs to develop more effective strategy for incorporating marketing technology. Marketing teams According to the survey, 93% of the CMOs stated that their marketing team is a valuable for building strong marketing operations across the organization. CMOs also rely on their marketing teams to build insights and expertise to take relevant business decisions. Non-marketing peers in the organization According to the survey, 86% of the CMOs stated that they derive great value from internal non-marketing peers to develop business skills and knowledge around the other operational functions of the organization. Source: Forrester report – ‘The Evolved CMO In 2014
- As life keeps progressing it creates the same ongoing need - ripe for selling In Germany in 2014: 300 place names changed 21,000 new streets or change in names or consolidated. ~ 8 million people moved to a new address 890,000 people died 380,000 marriages 170,000 divorces Deutsche Post Data Quality Study - https://www.deutschepost.de/content/dam/dpag/images/D_d/DDP/Downloads/studien/20150318_studie_kundendatenqualitaet_2015.pdf
- Examples Location Time of day Weather
- Data provides information about your customers, but a unified view of the customer provides the context necessary for delivering a next- generation consumer experience. The ultimate value of a unified lens is how the view is applied to your business