WEBINAR Redefine Manufacturing Through Digital Experience › sites › default › files ›...

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.

Although MAPI meetings are not industry-specific, such discussions are not appropriate at any time during the course of those meeting sessions or our social events, as they could collectively influence the market for such goods and services.

If you have concerns about MAPI’s antitrust policy, standards of conduct, behavior during this meeting or about anything that is shared at this meeting, please bring it to our attention immediately.

© 2020 Adobe. All Rights Reserved. Adobe Confidential.

Creating a competitive edge through customer experience

&

April 2020


Welcome & Introductions

4

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


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


Manufacturing has always been an industry of innovators

6

How we do work

How we are transported

The quality of our goods

Our favorite household goods

The human condition

MANUFACTURING DEFINES:


What does it mean to be a manufacturer today?

7


Makers of goods Makers of experiences

8


What does that mean for the role of technology in the Manufacturing industry?

9


Supporting function Innovation enabler

10


Companies that invest in marketing and sales capabilities drive above-market growth

11

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


5big enablers for

marketing & sales transformation

Account-BasedMarketing

Marketing& Sales

Partnership

TechnologyStacks

DataIntelligence

Exceptional Experience


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

© 2020 Adobe. All Rights Reserved. Adobe Confidential. 17

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


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


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


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


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


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


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


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


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


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


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


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

28

REDEFINE MANUFACTURING THROUGH DIGITAL EXPERIENCE

THE SUB-ZERO STORY

SPEAKERS

30

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

32

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

33

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?

34

IMPLEMENTATION TIMELINE FACTORS

35

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

36

● The Planning Phase● The Technical Implementation Phase● The Building Phase● The Launch Phase

A GENERAL IMPLEMENTATION TIMELINE

37

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

38

● 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

39

IMPLEMENTATION CHECKLIST

Perkuto.com/Marketo-checklist

40

STAGE ONE: LEARNING TO CRAWL● Basic emails● Creative assets● Data standardization● Unsubscribe management / preference center

41

STAGE TWO: ABLE TO WALK● Complex scoring● Initial lead gate● Data enrichment● Tracking the funnel

42

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

43

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!

44

Cyndi MartyMarketing Operations ManagerSub-Zero Group, [email protected]

Alexandre PelletierCEO | [email protected]

WEBINAR Redefine Manufacturing Through Digital Experience › sites › default › files ›...

Documents

Transcript of WEBINAR Redefine Manufacturing Through Digital Experience › sites › default › files ›...