Speakers: Rob Brosnan, Principal Analyst, Forrester Research, Inc.; Dan Smith, Senior Vice President, ClickSquared Redefining the Marketing Technology Backbone – moving from systems of marketing management to systems of customer engagement.

1. Webcast:
Redefining the Marketing Technology
Backbone
June 21, 2012

2. Today’s Speakers
Dan Smith, SVP Marketing Robert Brosnan, Principal
ClickSquared Analyst, Forrester
@dsmithC2 @brosnaro
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3. ClickSquared at a Glance
Background • Founded in 1999. Headquartered in Boston, MA
• Offices in Atlanta, Phoenix, London, Middlesbrough (UK)
• 160 total employees
What We Do • ClickSquared helps marketers acquire, engage, convert, grow and retain
customers by providing the tools, analytics, expertise and technology to
make smarter marketing decisions.
Value We Generate  We enable greater prospect conversion, increased customer retention,
improved cross sell rates, enhanced loyalty and higher customer value
Why ClickSquared? • Broadest cross-channel delivery capabilities, enterprise-class campaign
management tools, unique multi-audience database support, embedded
analytics, industry expertise, packaged programs and value-add marketing
services
Who We Do It For • 100+ innovative companies put their trust in ClickSquared for the design,
management, execution and measurement of their marketing programs.
• Admired brands include HomeAway, Hyatt, Dr Pepper Snapple Group, Lenovo,
East Coast Trains, Cutty Sark, Lorillard, Four Seasons, Greyhound, Capital One
Bank and The Boston Celtics
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4. Redefining the Marketing Technology
Backbone
Rob Brosnan, Senior Analyst, Customer Intelligence
@brosnaro
June 21, 2012
4 © 2012 Forrester Research, Inc. Reproduction Prohibited
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5. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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6. Marketing needs lots of technology
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7. 1 Access to Customers
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8. Customers are increasingly always-addressable
Source: North American Technographics® Online Benchmark Recontact Survey, Q3, 2011 (US, Canada)
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9. 2 The expanding
path to purchase
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10. The expanding universe of customer interactions
Source: March 11, 2011, “Welcome To The Era Of Agile Commerce” Forrester report
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11. 3 The Splinternet.
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12. Empowered consumers
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13. 4 The Data Conundrum
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14. Marketers struggle to unify customer data
Source: Q4 2010 Global Technology Benchmark Online Survey
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15. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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16. Marketing technologies touch all parts of the
organization
Source: February 14, 2012, “Revisiting the Enterprise Marketing Software Landscape ” Forrester report
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17. The marketing technology backbone
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18. Application suites are startlingly complex
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19. But data and optimization span the landscape
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21. Rules reflect the business, not customer needs
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22. Rethinking the backbone
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24. Rethinking the backbone
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25. Targeting addressability in the splinternet
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26. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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27. Requirements require a series of strategic choices
 Balancing stakeholders across the buying process
 Linking business processes and capabilities
 Integrating interacting systems
 Stringing together data sources
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28. Forrester’s marketing technology maturity model
• Data
• Technology
• Processes
• Analytics &
Measurement
• Resources
• Strategy
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29. Stage 1: operational mastery
 Key objective: establish operational capabilities for each channel or
customer touch point
 Method: defining technology roadmap, focused on acquiring point
solutions
 Characteristic technologies: e-mail service provider, social listening
platform, web content management
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30. Stage 2: cross-channel integration
 Key objective: move beyond traditional direct marketing to integrate all
outbound and inbound channels
 Method: establish marketing technology assessment and 3-5 year
roadmap with a focus on enterprise or integrated approach to technology
acquisition
 Characteristic technologies: cross-channel campaign management,
marketing resource management, marketing asset management
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31. Stage 3: optimization
 Key objective: prove the ROI of marketing technology investments
 Method: implementing change management and training processes
focused on encouraging agile, cross-channel optimization.
 Characteristic technologies: data mining and modeling, predictive
analytics, contact optimization
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32. Stage 4: real-time unification
 Key objective: calibrate the capabilities of the marketing technology stack
to customer’s real-time needs
 Method: use customer intelligence to inform the strategic planning of
multiple business units
 Characteristic technologies: channel neutral interaction management,
event based marketing, multi-channel attribution
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33. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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34. Developing your marketing technology strategy
 Identify your key touch points, decisions, and rules in sales, marketing,
fulfillment, and customer support.
 Evaluate opportunities to automate marketing processes and customer-
facing decisions.
 Review your current operations and capabilities.
 Create a technology strategy and phased implementation roadmap.
 Dimensions: strategy, resources, analytics & measurement,
processes, technology, and data
 Prove ROI in high-value segments and interactions.
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35. Agenda
Trends affecting marketing technology
Modernizing the marketing technology backbone
Defining marketing technology requirements
Next steps and recommendations
Summary
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36. Cross-Channel Campaign Management in the Cloud
The SaaS Cross-Channel Marketing Hub automates and integrates a variety of marketing
functions, from cross-channel campaign management, to data management and analytics.
Channels / Delivery Campaign Management
 Email  Cross-Channel Orchestration
 Mobile / SMS  Targeting, Segmentation & Testing
 Social  Audience Management
 Web  Shared Business Rules
 Direct Mail  Dynamic Content
 Survey Industry-
 Comprehensive Reporting
Leading
SaaS Customer Understanding
Data Management & Analytics Marketing
Capture Intent
Automation  Solicitation History
 Database Design Platform
 Ad Hoc Analysis
 Database Hosting
 Response Tracking
 Hygiene / Merge-purge
 Preference Management
 ETL
 Data Visualization
 Predictive Analytics
 Behavioral Triggers
 Descriptive Analytics
 Customer Scoring
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37. Fast Time to Value
Easy to Use
Powerful
More Effective
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38. Questions

39. Thank you
Robert Brosnan Dan Smith
+1 212.857.0734 +1 857.246.7614
rbrosnan@forrester.com dsmith@clicksquared.com
Twitter: @brosnaro Twitter: @dsmithC2
www.forrester.com www.clicksquared.com
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