Main Title SlideSubtitle, Speaker Name etc.

Speakers

Kyle LacyDirector, Global Content Marketing & Research

Salesforce ExactTarget Marketing Cloud

Frances YuDirector, Deloitte Consulting LLP

Customer and CMO Services

CMO Profile and Methodology

Main Title SlideSubtitle, Speaker Name etc.

Main Title SlideSubtitle, Speaker Name etc.

The CMO and 5 Expanding Expectations

•Expectation 1: Take On Topline Growth

•Expectation 2: Own the Customer Experience

•Expectation 3: Dig Into Data-Based Insights

•Expectation 4: Operate in Real Time

•Expectation 5: Master the Metrics that Matter

Take On Topline GrowthExpectation 1

0%

10%

20%

30%

40%

50%

60%53% 52%

43%38% 38%

27%

1%

Marketing capabilities have been expanded to enable or directly influence revenue generation, moving buyers through the entire engagement cycle

Respondents were permitted to select multiple answers. Thus, percentages don’t equal 100%.

Take on topline growth… what we have seenCMOs in high tech and telecom sectors are leading in owning revenue marketing.

TRENDS• Continuing investments in big data, analytics, and social intelligence to

understand which behaviors lead to purchase and how to influence them

• Developing of new response functions plotting sales lift in addition to lift in other engagement or brand-building metrics

• CMOs owning sales targets or sales proxies as personal metrics, in addition to traditional brand and customer metrics

• Establish a demand-gen function to own outbound channels and actions

• Expand CMO scope to drive product and pricing, and think customer experience strategically

Take on topline growth… what we have seen

CMOs in high tech and telecom sectors are leading in owning revenue marketing.

CASE EXAMPLE

• One of CMO’s goals is MQL and SQL. CMO reorganized the entire organization and marketing process flows to enable seamless flow of ideas design campaign execution measurement; established a demand gen function, with designated VP whose sole goal is demand gen

How has the rise of digital and democratization of analytics changed Marketing’s responsibilities and focus?

Own the Customer Insights and Experience

Expectation 2

Moments matter economy has created a race to customer insights. Many versions of the customer experience exist.

0%

5%

10%

15%

20%

25%

30%

35% 32%

23%

18%

13%

8%

4% 3%

Respondents were permitted to select multiple answers. Thus, percentages don’t equal 100%.

Take on customer experiences…CMOs in high tech and telecom sectors are leading in owning revenue marketing.

TRENDS

• New systems that (a) track data at the individual, not segment, level across all touchpoints and (b) present marketers with an integrated view across

• Interfaces that allow firms to visualize and quickly interpret volumes of information quickly to take action

• Inexpensive (economically and computationally) predictive models that forecast purchase likelihood from smalls strings of data

• Linkages to other IT systems, allowing customer data to influence operational decisions dynamically

How well are you prepared for being the steward of moments that matter across all touchpoints from product to marketing?

Dig Into Data-Based InsightsExpectation 3

0%

10%

20%

30%

40%

50%

60%

70%61% 60% 59%

50%

30%

4%

It’s all about customers… what we have heard

Top 3 Internal Marketing Priorities for 2014 (N = 208)

Truly break down the walls between internal and external structured and unstructured, to deliver insights in an agile manner, is a focus across many leading brands

Demand Gen/Cus-tomer Acquisition

Personalized Experiences

Customer Engagement

Loyalty Marketing Channel Expansion

Social Advocacy Others0%

10%

20%

30%

40%

50%

60%52% 51% 51%

42%

34%29%

3%

It’s all about customers… what we have heard

Top 3 External Marketing Priorities for 2014 (N = 208)

We see great consistency between top internal and external marketing priorities, centered around customers

It’s all about customers… what we have seenThe rise of engagement-driven marketing and content marketing (e.g. rise of “brand as an experience”, newsroom / journalism, and “chief content officer”)

TRENDS

• Conversational engagement: use of social media and mobile to promote two-way conversation; Emergence of sponsored social as companies use influencers to spark conversations and gain awareness of the brand in “native environments”

• Engagement content marketing where the brand experience is taken to consumers to participate with the brand through personalized and interactive channels of retail, digital (e.g., blogs, live chats, product ratings) and live events

• Hyper-targeting to drive engagement, leading to increase conversion and advocacy.

• Testing-driven engagement optimization continuous use of testing to increase effectiveness

CASE EXAMPLE

• Launched an interactive online “experiences” to promote loyalty and engagement, and cross marketing/commerce boundary, which resulted in significant increase in return visits, CLV, and lead capture, and access to deep personalization data

• Highly interactive mobile app that leverages web and social data to provide personalized in-store offers to influence in-store buy decisions and customer loyalty, led to playful mobile experience that integrates with physical and web, boosted the bottom line and increased engagement score, higher conversation rates

It’s all about customers… what we have seenThe rise of engagement-driven marketing and content marketing (e.g. rise of “brand as an experience”, newsroom / journalism, and “chief content officer”)

What are the key challenges in customer / partner / ecosystem acquisition and engagement that you’re addressing today?

Operate in Real TimeExpectation 4

Web Personalization

Marketing Automation

Mobile Notifications (incl. Push)

Social Media Advertising

Text Messaging (SMS)

Social Media Engagement & Listening

Display/Banner Ads

Data Management & Segmentation

SEO&SEM

Email Marketing

16%

20%

23%

25%

26%

32%

33%

33%

48%

63%

26%

36%

35%

37%

34%

36%

32%

31%

29%

22%

50%

43%

34%

34%

32%

30%

30%

34%

22%

14%

Use frequently today Use infrequently today Plan to use Don't plan to use

Response Percentage

Operate in real time… what we have heard and seen

Areas of Organizational Focus (N = 209)

41% of consumers buy more from brands who send personalized emails based on past buying behaviors.

25% lift in sales if the transactional message includes personalized product recommendations.

Master the Metrics that MatterExpectation 5

Retu

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Influence

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0%

10%

20%

30%

40%

50%

60%53%

42%39%

36% 36%33%

25%

1%

Master the metrics that matter… what we have heard

3 Most Important Metrics You Use to Measure Success (N = 208)

Retu

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Mark

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Influence

Oth

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0%

10%

20%

30%

40%

50%

60%53%

42%39%

36% 36%33%

25%

1%

Master the metrics that matter… what we have heard3 Most Important Metrics You Use to Measure Success (N = 208)

While ROI is a desired metrics for marketing accountability, many CMOs struggle with ROI definition when they start to

move into adjacent or new markets

What mechanism do you have in place to measure ROI?

How do you allocate marketing investments across Corporate marketing and BU / product marketing?

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