THE MULTICHANNEL MARKETING MATURITY …mediacontent.sitecore.net/webinars/Multichannel_NA/Multi......
Transcript of THE MULTICHANNEL MARKETING MATURITY …mediacontent.sitecore.net/webinars/Multichannel_NA/Multi......
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November 7, 2012
THE MULTICHANNEL MARKETING
MATURITY MANDATE:
A LOOK AT PROVEN RESULTS,
SIGNIFICANT FAULTS, AND A PATH TO
HIGHER GAINS
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Today’s Presenter
Sitecore
Suzy McKee Senior Product Marketing Manager
With exclusive content from Forrester Consulting Analyst Lori Wizdo
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Reminders for
Today’s Webinar
Webinar recording &
slides: will be emailed to you
within 48 hours after the
event
Discussion: visit the Twitter
hashtag: #sitecorelive
Questions: type your
questions in the chat window
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World of Sitecore
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Recognition
Gartner 2010, 2011, 2012 WCM Magic Quadrant “Leader”
Gartner 2012 CRM Multichannel Campaign Management “Visionary”
Forrester Wave™: Web Content Management For Online Customer Experience, Q3 2011 “Strong Performer”
Microsoft Gold Certified, Global ISV Alliance Partner Partner of the Year 2003/2004
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Sitecore Customers Around the World
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Agenda
How to identify opportunities for increased profitable revenue
growth through multichannel marketing
The significance of holistic cross-channel customer
engagement
Why there is ongoing opportunity for better organizational
alignment, process definition, and technology integration
Understanding where your marketing organization is on the
Forrester Multichannel Maturity Model
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Multichannel Maturity Mandate
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Executive Summary
Key findings
Marketers have accepted multichannel marketing as
common practice
Perceived skills gap impedes multichannel marketing
efforts
Mature practitioners have realized significant business
gains
Mature practitioners have significantly different practices
Even the most mature multichannel marketers have
opportunity to improve
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Poll: Which of the following best describes
your marketing organization’s stance toward
Multichannel marketing?
We have been practicing multichannel marketing long enough
to call ourselves “mature”
We are transitioning to Multichannel marketing
We plan to begin our transition to Multichannel marketing by
the end of 2012
We are interested in Multichannel marketing, but have no
immediate plans to adopt it
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Multichannel Marketing as Common
Practice
Marketers have accepted multichannel marketing as
common practice
of respondents assessed themselves
as mature practitioners of Multichannel marketing
Another said they are
in transition to becoming
Multichannel
Only of respondents
had no plans to
implement Multichannel marketing
2
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Multichannel Marketing Adoption:
Results
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Characterizing a Mature Multichannel
Marketer
Holistic cross-channel customer engagement
Single, integrated view of customer data
Consistent user interaction
3
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Multichannel B2B vs. B2C Marketing
B2C marketers already more prepared to deal with
multichannel customers
B2B buyer more multichannel than the seller
• Social media
• Digital media
• Online & offline Events
B2B marketers not thinking about the multichannel buyer
• Lots of catching up to do
4
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Tangible Results of Multichannel
Marketing from the Study
• reported a gain of more than a increase in campaign
payback, and more than 10% in return on marketing
investment
• of respondents reported more than increase in
impressions
• of respondents reported more than improvement in
customer satisfaction
• reported more than a reduction in sales cycle times
5
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Poll: How well does your marketing team
work/collaborate with your company’s IT
function?
Excellent: IT understands our requirements and we almost
always achieve our technology objectives
Good: IT may not always understand our requirements, but is
responsive to our needs
Fair: IT ‘keeps the lights on’ in terms of current
processes/objectives, but is slow to respond to new objectives
Poor: IT doesn’t understand or demonstrate that they care
about our needs and we usually fail to achieve our objectives
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Mature Multichannel Marketers & IT:
Results
6
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Poll: Which describes your firm’s internal
organizational approach to supporting
marketing across multiple channels?
Centralized marketing team, consolidating all technology and
services across channels, products, and corporate groups
Marketing is organized by channel
Decentralized marketing team, brands, product teams,
corporate groups have independent marketing capabilities
Hub and spoke– certain capabilities are centrally supported but
product teams have independent marketing capabilities
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Marketing Organizational Structures:
Results
“Which of the following best describes your firm’s internal organizational approach
to supporting marketing across multiple channels?”
Centralized marketing team,
consolidating all technology and
services across channels,
products, and corporate groups 40%
Marketing is organized
by channel
25%
Decentralized marketing team,
brands, product teams, corporate
groups have independent
marketing capabilities
18%
Hub and spoke—certain capabilities
are centrally supported but product
teams have independent marketing
capabilities
Base: 226 global marketing
decision-makers
Source: A commissioned study
conducted by Forrester Consulting on
behalf of Sitecore, December 2011
17%
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What does the future of marketing look
like?
7
• Customers will tell us what’s next
• Will we hear them to be able to engage them
meaningfully?
• It’s not about us, it’s about the customer
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Organizational Silos Damage the
Customer Experience
8
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Multichannel Maturity Model
Source: Forrester Consulting Inc.
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Stages of the Maturity Model
Channel entropy
• Independently manage customer
interactions in each channel
• Multiple teams may be executing in
same channel
• Customer engagement strategy
differs by channel
• Independent data stores by
channel
Channel independence
• Integrated channel teams
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Stages of the Maturity Model (continued)
Multichannel
integration
• Single view of
customer data,
interactions, and
transactions across
multiple channels,
in near real time
• Customer
experience differs
by channel
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Stages of the Maturity Model (continued)
Multichannel engagement
• Single view of customer data, interactions, and transactions across multiple channels
• Processes are consistent across channel and user interfaces
• Customer engagement in each channel is aware, and informed by, offers and interactions in other channels
• Customers expect and receive consistent, reliable interactions with the company
1
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Key Recommendations
Create a culture that worships customer knowledge
Stop thinking about campaigns and start thinking about
engagement
Transform your website into a
pervasive customer engagement hub
Build the technical infrastructure
to support dynamic, cross-channel
conversations with customers
Find a “trusted IT advisor”
Don’t overlook change management
Choose technology partners that can help you rack up short-
term gains on the path to the full vision
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Mature Multichannel Marketing ROI
Calculation
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