New Approaches To Buyer-Centric Marketing
Post on 19-Mar-2017
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New Approaches to Buyer-Centric Marketing
Chip Woerner | Vice President, Marketing Operations, Oracle
Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oracle
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Interactive Test
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30-Second Attunement/Empathy “E-Forehead Test”
OPTION 1“E” faces you (but
backward to person looking at you)
OPTION 2Viewer can read “E”
(but backwards to you)
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$38BRevenue
More than25,000 partners
Almost140,000 employees
$60B on moreThan 100 acquisitions
$29B in R&D Since 2004
420,000Customers in145 countries
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~2,000 marketers
5 regions, 145 countries and 27 languages
7 industry Global Business Units
4,000 products
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74,000+ salespeople
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Oracle Marketing Faced Several Challenges
“Batch & Blast” Mentality
Massive Scale Issues
Legacy Systems
Pivot to the Cloud
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THE GROWTH OF DIGITAL CONTENT
2008 – 1 trillion indexed pages
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THE GROWTH OF DIGITAL CONTENT
2017 – 305 trillion pages
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Earning the Right to Converse with Customers Is the New Challenge.
Attention is the New Oil.
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We Need to Understand Our Customers Better.
What’s the solution? How do we break through the noise?
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Customer Experience is the Focus of Modern Marketing
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3 Factors for Modern Marketing Transformation
Modern Workforce
Modern Technology
ModernStrategy
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Modern Strategy
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#SELFIE
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It Starts with Your Buyer
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30-Second Attunement/Empathy “E-Forehead Test”
OPTION 1“E” faces you (but
backward to person looking at you)
OPTION 2Viewer can read “E”
(but backwards to you)
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E-Test: Measures Perspective-TakingThose who draw the E so that it’s backwards to themselves but legible to their partner have taken the other’s perspective.
Source: Daniel Pink, Why bosses need to show their softer side
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The Customer Lifecycle Journey0. EDUCATION
1. DEFINITION
3. EVALUATION
4. SELECTION4. SELECTION
5. DEPLOY 6. ROLL-OUT
7. ACTUALIZE
8. ADVOCATE
0
2. RESEARCH
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K.Y.C. – Know Your Customer
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How Do We Do That? Oracle Persona Central.Job Role/Business Priorities/Challenges
Common Titles/Success Metrics/Buyer Type
Content & Tactic Preferences Bring to Life with Quotes/Videos
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Use Real-Time Data to Inform Your PersonasDevOps
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Personas Enable You to Create Content That Resonates with Your Customers
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Persona-Based Emails Significantly Outperform One Size Fits All Emails
Oracle Cloud Platform Online Forum
Email Type Click to Open %
Oracle NA CTO % Avg.
IT Dir/Mgr Email 48% 3%
Architect Email 42% 3%DBA Email 36% 3%Developer Email 38% 3%Apps IT Email 45% 3%
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Killer Content Award Nomination
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It’s Time to Flip the Model
Start with the Campaign
Create an offer Send to a mass audience
Build personas Design a multi-channel experience Interact individually
V.S.
Schedule it in the calendar
Start withthe Customer
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Modern Workforce
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Marketers Are Adopting an Ad Hoc Approach to Content
Source: July 16, 2014, Compare Your B2B Content Marketing Maturity, Forrester Report
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Our 15 “Modern” Marketing Websites Aren’t So Modern & Have No Family Resemblance with One Another
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Modern Content Strategy Framework
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Drink Our Own Champagne
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MODERN MARKETING
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Learning Resources
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Content Pillars• Executive Summaries• Infographics• Videos• Blog Posts• Emails• Web Banners• Social Posts
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Content Strategy Workshops
• Customer Lifecycle Marketing• Content Strategy Framework• Buyer Personas• Content Pillar
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Modern Marketing Success Is About the
Wizard, Not the Wand.
Be the Wizard.
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Key TakeawaysEmpathy Drives Customer-centricity Be Wary of “Selfies”
Drink You Own Champagne
It’s Not a Sprint, It’s a Journey
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Thank You!
Kelvin Gee | Sr. Director, Modern Marketing Business Transformation, Oraclekelvin.gee@oracle.com | @kgee
Chip Woerner | Vice President, Marketing Operations, Oraclechip.woerner@oracle.com
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