Marketing Maturity to Drive

Revenue Growth & Customer Engagement

Holly Gage

Marketing Services Delivery

Director

Bluewolf, an IBM Company

@hollga

Today’s Speakers

Customers who are fully

engaged represent a 23%

premium in share of wallet,

profitability, revenue, and

relationship growth.

90% of CEOs rank

customer engagement as

their top priority.

IBM Capitalizing on Complexity Report

Personalised marketing is key to driving customer engagement

“ You are not alone

Manual Automated Integrated Predictive/Cognitive

The Digital Marketing Maturity Curve

Manual

• Current State

• Objectives

• Challenges

The Digital Marketing Maturity Curve

Manual Automated Integrated Predictive/Cognitive

Manual: Medical Equipment Manufacturer

CMS

SFDC

Automated

• Current State

• Objectives

• Challenges

The Digital Marketing Maturity Curve

Manual Automated Integrated Predictive/Cognitive

Automated: Global Consulting Organisation

Website

SFDC

Webinar

Provider

Marketing

Automation

Integrated

• Current State

• Objectives

• Challenges

The Digital Marketing Maturity Curve

Manual Automated Integrated Predictive/Cognitive

Our Customers

Managing data

complexity for real-time,

personalized

communications.

Business Value

Automated 1:1

communications at scale

to enable channel partners

Industry

Manufacturing

Predictive/Cognitive

• Current State

• Objectives

• Challenges

The Digital Marketing Maturity Curve

Manual Automated Integrated Predictive/Cognitive

Our Customers

Designing a

Smarter Car

Experience

Business Value

Personalized In-Car

Ad Experience

Industry

Automotive

Manual Automated Integrated Predictive/Cognitive

The Digital Marketing Maturity Curve

Advice for moving up the curve

• Data underpins all of this

• Business alignment

• Customer experience mapping

• Hire modern marketers

• Change management & learning

• Beware of "shiny objects"