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years experienceglobal partnerscustomers worldwide
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The CMO Imperative| Data Driven Results
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Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]
The CMO Imperative| Data Driven Results
Brendan PetersonISV Technical EvangelistScribe Software @[email protected]
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Today’s Presentation
• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up
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Marketing Automation is Hot
Marketing automation will lead CRM application segment growth with a 10.7% compound annual growth (CAGR) through 2016, reaching a total market value of $4.6B.
Gartner, 2013
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Data is King
4.5The hours per week the average employee spends tracking down information they need to do their job.1
15%The percent of businesses that have fully integrated their customer-facing systems3
70%The percent of businesses that plan to spend more on data-related marketing initiatives in 20132
$14BThe size of the CRM market in 2013 according to Gartner, December 2012.4
55%The percentage of businesses that consider data integration to be a critical component of their information management strategy according to Ventana Research
1 Data Growth and Protection Survey, March 2012, Symform & StorageCraft2 Infogroup, January 20133State of Data Integration Survey, Scribe Software, March 20124CRM Revenue Forecast, Worldwide 2009 – 2016, Gartner, Dec 2012
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Data is King
CMOs in outperforming organizations invest more effort in integrating and using data to foster customer relationships.
How Customer Data is Used:• Segmentation/targeting [67%]• Pre-sale product education
[56%]• Needs-based content [54%]• Delivering offers to buy [58%]
From Stretched to StrengthenedIBM Institute for Business Value Global CMO Study
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Integrated Marketing Delivers Results
38% Higher Lead Conversion with IMA
Source: 2011 Lead Generation Marketing ROI Study, The Lenskold Group
accelerate™integrate Source: The State of Customer Data Integration 2012, Scribe Software
The Data Integration Gap
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Today’s Presentation
• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up
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Data Challenge
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Why is Integrated Marketing So Elusive?
We don’t fully understand what it is
We don’t know where to start
We don’t know how to finish
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What is NOT Effective Integrated Marketing?
• Simply extending parts of your Marketing Automation platform into CRM• Don’t cripple the best tools for the job!
• Integrating data and process across applications at every level• Let the crazy ones solve the unified customer
database / MDM problem• Avoid death by tight coupling
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Marketing Automation
ERP
CRM
CSS
Social
Other
1
2
3
Closing the Gap
data capture| customer driven campaigns
more targeted| more personalized
data delivery| from programs to field
actionable| more effective
data aggregation| measurement
visibility| entire sales & marketing funnel
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Today’s Presentation
• the changing landscape• data driven marketing strategies• data driven marketing in action• wrap up
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1. Utilize a platform that provides for expansion and change
2. Utilize an experienced implementation partner
3. Define discreet use cases (who, what, when)
4. Define the logical data mapping (including any pre-requisites)
5. Prioritize based on business value vs. cost/complexity
6. Implement 7. Repeat for the next priority
Steps to Success
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Example
Use Case: When a customer order is processed in our ERP application for over $10,000, capture the customer and contact data and pass it to our MA system for inclusion in our weekly Elite customer program campaign.
Business Value: Increased sales to high value customers through exclusive promotions in the Elite customer program. Expected add’l annual revenue of $1 MM ($500 per Elite customer at 2,000 new Elite customers per year).
Logical Data Map:MAP #1: CAPTURE LARGE CUSTOMER ORDERS FROM ERP AND SEND TO MA FOR ELITE INVITATION Use Case(s) Supported: 1
Frequency: Every 24 hours Data Volume: up to 100 records per day Latency: 90 minutes
Source: ERP Target: Marketing Automation Object Filter Lookup Key Object Operation Lookup Key API (s)
Contacts All main billing contacts that have a related order record that was newly created and was over $10,000.
contactid (GUID) Subscriber Update or insert CustomerNumber CreateSubscriber UpdateSubscriber
Notes: The CustomerNumber which is maintained in ERP and shared with CRM needs to be stored in the subscriber record in the MA system.
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Product Demonstration
1. create subscribers from Dynamics AX and associate them with an Elite customer list
2. update Subscribers with attribute data from Dynamics CRM3. execute send to subscribers from within ExactTarget4. update Dynamics CRM with send and subscriber level metrics for
analysis and follow-up
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Product purchase history
Send + Subscriber Metrics
Contacts + Leads + Marketing Lists
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ROI on Data in Marketing is Big MoneyB2B Example
B2C Example %Baseline New Improvement Improvement
Number of emails sent per month 10,000,000 10,000,000
Email open rate 10.0% 10.5% 0.5% 5%
Monthly open volume 1,000,000 1,050,000 50,000
Conversion rate 20.0% 20.5% 0.5% 2%
Average sales price 100.00$ 100.00$
Email driven revenue per month 20,000,000$ 21,525,000$ 1,525,000$ 8%
%Baseline New Improvement Improvement
Number of emails sent per month 50,000 50,000
Email open rate 15.0% 15.5% 0.5% 3%
Monthly open volume 7,500 7,750 250
Conversion rate 5.0% 5.2% 0.2% 4%
Average sales price 20,000.00$ 20,000.00$
Email driven revenue per month 7,500,000$ 8,060,000$ 560,000$ 7%
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What Next
1. Get started on it tomorrow
2. Pick off the low hanging fruit
3. Build experience and momentum
4. Tackle the more complex high value use
cases
5. Achieve Effective Integrated Marketing
Automation
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The CMO Imperative| Data Driven Results
Stop by our booth number 420, visit www.scribesoft.com or talk to our ISV partners:
Peter ChaseExecutive Vice President and FounderScribe Software @[email protected]
Brendan PetersonISV Technical EvangelistScribe Software @[email protected]