What Makes Good Marketing LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE World B2B Marketing Chief Congress 2015 SHANGHAI January 2015
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
What Makes Good Marketing
LUCA DESTEFANIS IBM, AP MARKETING EXECUTIVE
World B2B Marketing Chief Congress 2015 SHANGHAI
January 2015
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your customers as individuals
Delight your customers
Create an authentic brand and culture
Deliver the bottom line
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
1 CMO Study, January 20142 IDC: CX Predictions for 2015
Know your customers as individuals
91% of CMO say they should use more customer
data to drive decision making, but 34% claims customer data are collected infrequently1
35% of CMO has a thorough understanding of
how customers interact with the company1 By 2017, 15% of B2B companies will use more
than 20 data sources to personalize high value customer journeys2
High level of customer understanding drives superior
financial performances1 by
91% 34%
35%
62%
15%
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your customers as individuals
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Instrument all the key touchpoints to gather the right data about each customer
§ Connect social media data, transaction data and other information to paint a more vivid picture of each customer, aiming to understand customer personal goals and emotions
§ Run real time customer analytics (descriptive, predictive, prescriptive) to generate new ideas on whom to serve, and how to best serve that individual
§ Use social mining techniques to identify and target micro-segments, and to refine product / services offering
Know your customers as individuals
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
36% of CMO have an integrated digital and physical
strategy1
16% of CMO integrate all the touchpoints across all channels1
Focus on improving the customer experience drives
superior financial performances by 29% Leading Marketers are 5.6x more likely than peers
to use cross channels optimization technologies2
71% of positive customer experience translate into
loyalty, 65% lead to a product or service recommendation3
1 CMO Study, January 20142 State of Marketing 20133 Forrester North America Customer Experience Survey, 2011
Delight your customers 36%
16%
29%
56%
71% 65%
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Discovery Engagement Purchase/AdoptionCommitment Advocacy
Delight your customers
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Create experience journey map that deeply understand and consider customer needs, drivers and emotions
§ Identify Moment of Truth in the customer experience, and make sure you deliver the promise
§ Create and automate in real time a system of engagement to deliver these personal interactions
§ Break down company silos, integrate channels
§ Build a system of shared values and behaviors that focuses employee activity on improving the customer experience
Delight your customers
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
1 Meaningful Brand Index, Havas Media, 2013
20% of all brands are seen to meaningfully
positively impact people’s live1
The Meaningful Brand Index outperforms the stock markets by 120% - as much as top hedge funds1
In Asia, people’s relationship with brands is stronger: people perceive that 39% of brands contribute notably to improve people’s quality of life and would care if 51% of brands disappeared 1
Create an authentic brand and culture
20%
120%
39%
51%
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Create an authentic brand and culture
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Drive the intentional management of brand and culture
§ Develop an acute understanding of the company reputation by actively listening and engaging in social media
§ Systematically close the gaps between the company’s unique character and its reality—in all critical interactions
§ Ensure that systems are in place to manage the
risks of being a social business § Shelve the commercial pitch in favor of
authentic storytelling
Create an authentic brand and culture
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
12012 BRITE-NYAMA Marketing in Transition Study2 State of Marketing 2013
37% of CMO do not mention any financial metric
when discussing their results1
57% of CMO are not basing marketing budget
based on expected ROI1 22% of CMO are using brand awareness as the
sole measure to evaluate marketing spending1
Leading Marketers are 2x more likely than peers
to measure marketing based on Customer Lifetime Value2
Deliver the bottom line
37%
57%
22%
2X
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Know your customers as individuals
Delight your customers
Create an authentic brand and culture
1. Reach / Touches I. New Clients / New Buyers II. Engagement (online / offline)
2. Responses I. Touches to Responses Conversion Rate II. Lead Development Capacity
3. Leads I. Responses to Leads Conversion Rate II. Numbers / Value of Leads Generated
4. Revenue I. Win Rate / ROI On Marketing Spend II. Customer Lifetime Value
Metrics
Acquire New Customers
Cross Sell, Up Sell
Increase Loyalty
Outcomes
Deliver the bottom line
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
§ Project and track financial return of marketing investments
§ Link operational metrics to strategic objectives to financial performance, and drive ongoing interlock with Sales
§ Define key metrics across the marketing funnel, and use the metrics to review / adjust strategy and execution
§ Focus on outcomes: Customer Acquisition,
Share of Wallet, Loyalty
Deliver the bottom line
shanghai | january 2015 | luca destefanis | twitter: @lucadeste
Luca Destefanis. IBM [email protected] @lucadeste ibm.com/csuitestudy
谢谢!