Keynote -- Engaging Customers on Their Terms

Engaging the Customer on their terms

Jennifer Statham @JStathamAtDellExecutive Director, Marketing Technology & Agency Strategy

2 Room for text Global Marketing

A leading provider of end-to-end solutionsA strategy recognized by customers of all sizes across all industries“Technology has always been

about enabling human potential”

- Michael Dell

3 Room for text Global MarketingSource: Sirius Decisions, Forrester, Gartner, Kapost, McKinsey, PwC, Google/Ipsos

90%trust recommendations

93%of B2B customers conduct their research on the internet leveraging search, video and social content

12content tactics Brands use to target and reach potential customers

47%Nurtured leads make larger purchases than non-nurtured leads

42%conduct a search using their mobile devices wile in stores considering a purchase,

Customers have re-defined how they engage with Brands67%

Buyer’s journey is now done digitally

65%Abandon if the digital channel does not quickly provide what they want

75%want Brands to use personal

info to improve their experience

60%interact with brands in

multiple channels

79%use a smartphone to help with shopping


Customer Experience today

To create more relevant customer experiences at scale, organizations need to mend the seams that reveal themselves when customers move among touch points.

Turbulence for the CMO: Charting a path for seamless customer experience Accenture


Marketing2020 @marketing2020EB

This is not the result we want


Desired state is a consistent experience


Customer-Centric Marketing FROM• Traditional marketing activity, with minimal focus on

digital and innovative activities

• Planning by vehicle in isolation, by quarter, by message

• Push marketing activity, mainly offline

• Singular focus on last touch attribution to pipeline and revenue

TO• Digital marketing activity, with key focus on new

technology capabilities

• Planning an experience across vehicles, across a customer’s unique journey

• Pull marketing activity, mainly digital

• Modern metrics leveraging fractional attribution

8

Understand where you

are

Build a Vision

Articulate

where you

want to go

Build a roadmap to get

there

1 2 3


Technology and Process in Context of Business Strategy


A Company Blueprint to achieve Our Strategy

Business Architecture Team J anuary 2014

Dell business architecture blueprint

Investing in our future


Our marketing visionA world-class, innovative and customer-focused marketing organization that works together to strengthen our brand, shape our offerings, influence our stakeholders’ perceptions and drive growth and profitability for our business.


The future of marketing is “Customer-Centric”

Delivering the right message to the right person about the right solution in the right place at the right time


Are we prepared to take advantage of these opportunities ?

Data

Execution

Enablers

Identity Management

Audience Management

Customer Privacy

Platform Utilization

Media Optimization

Personalization

Measurement Technology Organization


Content

Customer Experience

Customer Experience

Content Marketing & Management

Content Marketing &

Management

Define the experiences we want to enable on customer journey

Define the experiences we want to enable on customer journey

Business processes & technology support to create, produce, and distribute content

Business processes & technology support to create, produce, and distribute content


Technology Technology

Technology

Integrating key technologies to work together

Integrating key technologies to work together


Data Data

Data

Holistic integration across touch points

Holistic integration across touch points

Analytics

Analytics

Foundation of logic and rules

Foundation of logic and rules


Other

Planning

Planning

Aligned planning and budgets

Aligned planning and budgets

Agency Models

Agency Models

Agency portfolio to support

Agency portfolio to support

18

Build a strong Change

Management plan

Commit, Execute, and Adapt

Align the

Organizatio

n

Execute

and Adapt

as necess

ary

1 2 3


Business Case, Expectations, GovernanceData

DDIE & CR Evaluation

Current State Data Audit / Assessment

* Updates & Maintenance

Consolidation, Integration & Deployment of cCRM Data

* Updates and Maintenance

Technology

Current State Capabilities Assessment

Future State Blueprint

Enabling Future State Technology Roadmap

Eloqua Integration Needs

Learn Layer Responsive Design

Enable DCO Functionality

KPI / Analytics

KPI Development & Publication

* Dashboard Design & Publication - Publish Content Effectiveness KPIs

* Dashboard Design & Publication - Define Initial Dashboard Production Process

* Dashboard Design & Publication - Publish Initial Dashboard Package

* Dashboard Design & Publication - Define Permanent Dashboard Package

* Dashboard Design & Publication - Publish Permanent Dashboard Package

cCRM Planning & Optimization Analytics

* Which journeys should we create - Research & Social Insights

* Which journeys should we create - RAD Strategic Planning Approach

* Which customers should complete a journey? - Buy Power and Propensity Modeling

* Which customers should complete a journey? - Customer LTV & Enhanced Propensity

* Which customers should complete a journey? - Nurturing Analysis

* Which customers should complete a journey? - Enhance Nurturing Analysis for Reactive Cust

Customer Experience

Customer Audience Engagement Map (1A)

Customer Audience Engagement Map (1B)

Customer Experience Metrics Definition

Real-Time Decision Logic

Planning

Business Case for cCRM Benefits & Drivers - Outside In POV

cCRM Benefits & Drivers - Extend Best-In-Class

cCRM Execution Planning

cCRM GTM Architecture

Customer-Based Budget – Timing

Customer Based Budget – Vision

Agency Models

Business Requirements

Engagement Strategy

Engagmt. Process Opt.

Funding Strategy

Vendor Rationalization

Content Management

Connecting DCO to CMS

Business Process Definition for Content Management

Enabling CM Future State

Short Term Content Management Solution

Content Marketing

Process Design & Roles and Responsibilities – 1A (Near Term)Process Redesign and Roles & Responsibilities1B (Mid-Term)Content Deployment Approach - BOM VIEW

Content Deployment Approach - Scaling and Automating Content DeploymentContent Classification

Sales Enablement

Sales Enab. Info Vision - Design / Recommend

Sales Enab. Info Vision - Implement

Sales Training on Customer Information

Sales Edge Improvement - See Content Management InitiativesSales Edge Improvement - Sales Edge Improvement (Timing TBD)

Q3 Q4

Q2 Q3 Q4 Q1 Q2

Q2 Q3 Q4 Q1 Q2

Q1

Q3 Q4

2014 2015


Dell’s Change Management Framework

Stage 1 Make the Case

Stage 2 Design the Change

Stage 3 Execute the Change

Stage 4 Make it Stick

• Increase urgency

• Get the right leaders involved

• Communicate for buy-in

• Empower action

• Create short-term wins

• Sustain the change

• Create a new culture

Adapted from John Kotter. Leading Change. Boston: Harvard Business School Press, 1996.

• Get the vision right

• Develop a roadmap


Change Readiness AssessmentHigh Performance Marketing Transformation

Pro

du

cti

vit

y

Duration Benchmark (Months)

New ProcessDeployed

Pre-ChangeLevel

BenefitsRealized

“Valley of Despair”

Quick wins evident

Depth and width of the valley determine success

High PerformanceMarketing Organization

0 2 4 6 8 10 12

Training

• Unsettled feeling• Steep learning curve • Early results disappointments • Passive Commitment• Resource draining • Wet blankets


Share Early Success

8 - 20X ROAS with targeted display

30% media impressions

(targeted) yield 80% display

revenue

3% of emails are personalized,

driving

26% email revenue

4X SQLs with multi-touch

campaign and tactics


So what about Email ?

• Responsive Design

• Personalization

• Real-time response

• Part of an end to end solution

• E-Newletters


Grazie

σας ευχαριστώ

Děkuji

谢谢ありがとう

dank u

Danke

Merci

תודה

शु�क्रि�या�

감사합니다

Obrigado

Gracias

Спасибо

Tack

ขอบคุ�ณ

teşekkür ederim

cảm ơn bạn

Go raibh maith agat

Thank you

24


“Marketing without data is like watching fireworks

with your eyes closed…

There’s an enormous amount of noise,

but you have no idea

what’s going on.”

IDC Maturity Model: Data-Driven Marketing –

Beyond Marketing Automation, IDC Dec 2013

Keynote -- Engaging Customers on Their Terms

Marketing

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