Post on 27-Jun-2020
WEBINARRedefine Manufacturing Through Digital Experience
ANTITRUST & STANDARDS OF CONDUCTMAPI does not tolerate harassment, discrimination or mistreatment of any kind and works to create an environment that fosters trust and enables collaboration. Therefore, we expect members to 1) act professionally and in accordance with their company’s code of ethics and 2) abide by MAPI’s antitrust policy.
MAPI takes state and federal antitrust laws very seriously. At industry meetings any discussions among competitors of current costs, prices or fees relative to your products or to others’ products and services, or focusing on the “cons” of working with third parties, may well constitute antitrust violations.
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© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Creating a competitive edge through customer experience
&
April 2020
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Welcome & Introductions
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Claudia de LavalleDigital Strategist at Adobe driving the development of Digital Marketing Strategy and transformation plans for Adobe’s key clients
Cyndi MartyMarketing Operations Manager at Sub-Zero Group, Inc - seasoned marketing and sales professional with extensive customer relationship management expertise
Alexandre PelletierCEO, Perkuto with more than 20 years of digital marketing experience, Alexandre is CEO and cofounder of Perkuto, an industry-leading marketing operations agency and an Adobe Platinum Partner
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Creative Cloud Document CloudExperience CloudThe industry standard for
creativity tools
Digital ecosystem for documents, signatures, & workflows
Integrated platform for digital experience, marketing, analytics, advertising, and
commerce
Adobe SenseiArtificial intelligence & machine learning
5
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Manufacturing has always been an industry of innovators
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How we do work
How we are transported
The quality of our goods
Our favorite household goods
The human condition
MANUFACTURING DEFINES:
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
What does it mean to be a manufacturer today?
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© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Makers of goods Makers of experiences
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What does that mean for the role of technology in the Manufacturing industry?
9
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Supporting function Innovation enabler
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© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Companies that invest in marketing and sales capabilities drive above-market growth
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Above market
Below market
Company’s marketing and sales capabilities scores
Company’s performance (revenue growth multiplier)
Source: McKinsey & Company - Building marketing and sales capabilities to beat the market
© 2020 Adobe. All Rights Reserved. Adobe Confidential. 12
SPEND LESS TIME ON: DRIVE UP GAINS FROM:
Manual lead list creation and prioritization Strategizing against qualified prospects
Nurturing leads that just need a hard sell
Analyzing performance of nurture programs and iterating on
approach
Creating content based on product
Identification of Buyer personas and crafting content accordingly
Manually merging data from disparate systems Utilizing account intelligence from central system of record
Reduce costs, save time on menial tasks
Increased business and better experiences
MARKETING AUTOMATION
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
5big enablers for
marketing & sales transformation
Account-BasedMarketing
Marketing& Sales
Partnership
TechnologyStacks
DataIntelligence
Exceptional Experience
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
ABM as a strategy is moving to the mainstream.
1O F F I V E
E N A B L E R S
A C C O U N T S
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How to target its sales organization on larger accounts while maintaining run rate?
C H A L L E N G E
A C C O U N T S
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
The marketing to sales hand-off is becoming obsolete.
2O F F I V E
E N A B L E R S
P A R T N E R S H I P
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Marketing and Sales Partnership
Lines continue to blur as marketing plays bigger role in the sales process
40% of pipeline is now driven by marketing (up from 22% 10 years
ago)
Up to 80% of B2B purchase decision completed before
contacting sales
Biggest challenges in aligning sales and marketingAccording to US B2B sales leadersLack of regular communication
Differences in the way sales and marketing successes are measured
Lead qualification process
Differences in what’s important
37%
33%
30%
27%
Sources: Google, CEB, eMarketer
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Example of integrated Marketing & Sales activities
MQL/MQA
DEMAND MARKETING
Display, Events & Direct Mail
Acct Development
Calls, Email, Social, etc.
Oppty
SALES
Over the Line Program
Display, Events, Customer Videos & 3P
Reports
Sales Process
CUSTOMER MARKETING
Welcome Program
Display, Direct Mail. Email
Thank You Comms
SERVICES
Door Opener Program
Win
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Many marketing technology stacks are now unwieldy.
3O F F I V E
E N A B L E R S
T E C H N O L O G Y
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Strategically manage your mar-tech stack
Consider partnering closely with the CIO/CTO – they do this for a living
1. Invest strategically, prune opportunistically
2. Identify areas to consolidate and integrate
3. Fully resource and train your teams
Golden Agers(Prune)
Sure Bets(Optim ize)
Tests(Incubate)
Growth Drivers(Scale)
H
L
Matu
rity
Impact HL
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Intelligence is driving operational efficiencies.
4O F F I V E
E N A B L E R S
I N T E L L I G E N C E
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Common data intelligence use cases
PREDICTIVE ANALYTICS
Deep reporting and analysis to identify bottlenecks, streamline SCM steps and reduce waste
REAL TIME MANAGEMENT
Provide distributors and buyers with recommendations and
product usage insights
OPTIMIZE AD SPEND
Manage budget allocation across channels and get
better ROI
PERSONALIZATION
Personalize cross-channel campaigns to improve
engagement
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Experience is becoming the new competitive battleground.
5O F F I V E
E N A B L E R S
C O N N E C T I V I T Y
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Steps to pivot to a customer experience orientation
WIN ON EXPERIENCE
• Make experience design a strategic priority
• Detect early; respond proactively• Drive a seamless experience across
channels• Adopt a tiered-approach and tailors
personalization from 1:1, to 1: few, to 1: many
• Develop world-class customer analytics, behavioral science, and optimization programs
ORGANIZE AROUND EXPERIENCE
• Make experience a leadership priority• Create accountability within and across
the experience• Place digital change agents in key
areas of the organization• Deploy project-based, agile models
ENABLE EXPERIENCE
• Start with a data strategy informed by experience goals
• Integrate systems to build centralized, accessible data
• Evolve from data to insights to customer understanding
• Leverage automation to deliver and scale personalized experiences
1 2 3
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Creative Cloud Document CloudExperience CloudThe industry standard for
creativity tools
Digital ecosystem for documents, signatures, & workflows
Integrated platform for digital experience, marketing, analytics, advertising, and
commerce
Adobe SenseiArtificial intelligence & machine learning
27
© 2020 Adobe. All Rights Reserved. Adobe Confidential.
Adobe Experience Cloud
Adobe Sensei
Adobe Experience Platform
Applications
Services
Platform
APPLICATION SERVICES: Customer Journey Analytics| Real-time CDP | Journey Orchestration | Offer Management
INTELLIGENT SERVICES: Attribution.ai | Customer.ai | Journey.ai | Leads.ai
Applications + Services + Platform
Advertising
Ad Cloud
Adobe Analytics
Audience Manager
Analytics Cloud
ExperienceManager
AdobeCampaign
MarketoEngage
AdobeTarget
Adobe Marketing Cloud
Magento Commerce
Commerce Cloud
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REDEFINE MANUFACTURING THROUGH DIGITAL EXPERIENCE
THE SUB-ZERO STORY
SPEAKERS
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Cyndi MartyMarketing Operations ManagerSub-Zero Group, Inc
Alexandre PelletierCEOPerkuto
We help leading brands orchestrate memorable customer experiences through flawless marketing operations.
40+ 1000+
London
PuneCalgary
Vancouver
DenverSan
Diego
Quebec
Montreal
Ottawa
Toronto
Washington
Atlanta
ABOUT SUB-ZERO
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At Sub-Zero, Wolf, and Cove we manufacture luxury appliances and have for 75 years under the direction of the Bakke family, who still owns and operates our business today.
We have a unique position in the marketplace as we partner with our trade audiences and have strong relationships with our retailers nationwide. As a two-step distribution model, we have a responsibility to our partners to supply our American-made products along with interested consumers of our brand.
OUR MARKETING AUTOMATION JOURNEY
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Indicators we needed better tools:● Feeling like we were lagging behind the competition● Desire to increase consumer touchpoints● Better understand the purchase funnel
MARKETO = PROBLEMS SOLVED…RIGHT?
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IMPLEMENTATION TIMELINE FACTORS
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Level of Marketing Automation Maturity
Existing CRM and new Marketo Instance
Added complexity with data mapping and sync
Migration from existing marketing automation and CRM
Data cleansing, customization,
migration of campaigns
New CRM and Marketo instance
Straightforward, but many decisions
needed
New CRM and new Marketo instance
MANAGING IMPLEMENTATION EXPECTATIONS
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● The Planning Phase● The Technical Implementation Phase● The Building Phase● The Launch Phase
A GENERAL IMPLEMENTATION TIMELINE
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0 Days
PHASE 1
Ready, Set… Don’t Go Yet
1-30 Days
PHASE 2
Let’s Get Technical
31-99 Days
PHASE 3
Prioritize and Organize
100+ Days
PHASE 4
Go-Live and Thrive
LEVELS OF MARKETING AUTOMATION MATURITY
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● Multi-Channel Campaigns● Advanced Nurturing● Advanced Personalization● Behavioral Segmentation● Lead Lifecycle & Attribution● Predictive & Personalized
Content● Multiple Custom Integrations
● Lifecycle Nurturing● Multi-Channel
Predictive Content ● Advanced Revenue
Analytics
● Email Sends ● Newsletters ● Forms on website ● Basic reporting
● Segmentation● Scoring Strategy &
Execution● Events, Webinar Programs● Automated Nurture
Program● Sales Insight● Customized Preference
Center
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IMPLEMENTATION CHECKLIST
Perkuto.com/Marketo-checklist
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STAGE ONE: LEARNING TO CRAWL● Basic emails● Creative assets● Data standardization● Unsubscribe management / preference center
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STAGE TWO: ABLE TO WALK● Complex scoring● Initial lead gate● Data enrichment● Tracking the funnel
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STAGE THREE: OFF AND RUNNING!● Testing and optimizing the
platform, with all touchpoints● Direct mail integration● More sophisticated website
actions and triggers● Extended tech integrations
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THE BUSINESS IMPACT● Able to prove marketing influence on
revenue (23%)● Data has changed the conversation● Ability to guide organization through
the unexpected: recent pandemic crisis
● Most importantly, marketing truly has a seat at the revenue table
THANK YOU!
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Cyndi MartyMarketing Operations ManagerSub-Zero Group, IncCyndi.Marty@subzero.com
Alexandre PelletierCEO | Perkuto1.844.PERKUTOalex@perkuto.com